Yesterday, the first panel at the 37th FIPP World Magazine Congress, which looked at the economic situation for the magazine market, had acknowledged e-readers as significant, but not as a direct threat and a show of hands from the audience indicated their limited uptake.

In fact, despite gloomy advertising revenue predictions, time was devoted to preserving and celebrating print, and pointing out that magazines did not necessarily face the same catastrophic fate as their newspaper counterparts. Much was made of the ‘feel’ of the printed product by several of the speakers, for instance.

But magazines are investing in digital editions – so what do they look like?

In yesterday’s session entitled ‘Digital Editions: Opportunity or Blind Alley?’ President (Europe and Latin America) of Zinio Global, Joan Solà, emphasised the importance of structural change, ‘a major change, moving from analogue into digital’: “If the publishing industry adopts the right measures to make structural change to industry, it will avoid getting caught in the middle of the ropes,” he said.

We’re moving from a system with a big ‘logistic cost,’ he said. “We all know that paper, printing and distribution has an impact, an environmental impact. In the US 35 million trees have to be cut down each year.”

We ‘move to a new scheme in which content can be delivered in new forms,’ Solà said.

Kevin Madden, publishing director for digital publishing at Dennis Publishing, is not convinced a digital product will replace the role of magazines:

“Ultimately the web is a dipping medium, but I don’t ascribe any loyalty to the sites I visit.”

Publishers should cater for this ‘dipping audience’, whilst also providing a ‘feast’ for those who want it, he said.

Managing director at Menzies Digital, Sarah Clegg outlined her vision for the digital product, in her case, as she has told Journalism.co.uk in the past – includes digital editions of 140 magazine titles, with a look to e-paper developments for the future.

“Slowly the tide is turning,” she began. “In a lot of cases we [the digital product] are still the outcast,” she said. But, she emphasised, ‘the media landscape has changed, and it’s changing at the rights of knots’.

‘How are you tapping into that child of today – who is reading electronic media?’ she asked, using as an example her 13 year old niece, who picks up a range of digital tools on a daily basis.

“We know consumer habits are changing, people are choosing when they want to consume and when they want to consume. Everybody is after their instant fix,” she said.

“These aren’t questions anymore: there’s a market to take advantage of,” she added.

“They present an opportunity, along with economic necessity. We must find a place in the digital publishing model – I don’t think we’ve had our day,” she said.

Clegg wants to see lower prices for the digital product and more cooperation from publishers. She was aggrieved she said, to discover that having negotiated a 25 per cent discount for digital subscriptions, the publisher had offered a 60 per cent reduction on the print edition.

Another annoyance is that on one of their publications, it takes eight clicks to get through to digital edition, she said.

“Publishers should adapt and cater for the consumer – it [the digital edition] is not for everyone but it’s for someone,” she said.

“I think we’re heading towards a golden era for publishing,” she added, optimistically.

Following Clegg, Mark Payton, digital editorial director for Haymarket Consumer Media, described how his company has a contract with Menzies Digital and he’s ‘very keen for it to work.’

Recent digital innovations at Haymarket include:

• The entire Gramophone magazine archive launched online – from 1923 to today.

• PR Week is to soon launch a subscriber-only online edition.

• Autosport launched a tiny flash page turner, which received ten per cent of the site’s traffic during the weeks that it ran.

“I no longer have colleagues around talking about web 2.0 – it has become the web,” Payton said.

• Future reports 6m app downloads in six weeks
• iPad news: would you pay more?
• Apple’s Newsstand results in 2m downloads for Future Publishing
• NME to produce a free online version of its magazine
• Empire and Nursing Times take online prizes at BSME Awards

An e-paper reader, similar to Amazon’s Kindle, is being trialled by seven French newspapers.

The technology has been developed in partnership with France Telecom, which will deliver the paper’s content through its wireless network.

• Shanghai Daily available on Amazon Kindle
• Delayed Kindle edition for Herald set to launch soon
• Kindle expanding to more than 100 countries
• Amazon Kindle adds Financial Times and Times
• The Atlantic Wire: E-Reader round-up

China’s English language newspaper the Shanghai Daily has made its e-paper edition compatible with the Amazon Kindle.

According to the Daily, the paper is the first in Asia to launch an e-paper for the device – launched in November last year -  which downloads editions wirelessly and automatically.
The title joins other papers, including the Washington Post and New York Times, which have developed editions for the Kindle.

• Amazon Kindle adds Financial Times and Times
• Kindle expanding to more than 100 countries
• Editor&Publisher: Daily Mail to have print run in New York
• Forbes: Facebook is getting into the news business
• #Outlook2010: There’s a business opportunity in e-readers, says NYTimes circulation VP

Martin Newland’s newspaper for the United Arab Emirates has gone live online and published its first edition.

Developing The National, which is owned Abu Dhabi Media Company (ADMC), has involved an international recruitment drive by ex-Telegraph editor Newman with journalists from The New York Times, The Wall Street Journal, The Times and The Daily Telegraph joining the team.

Around 200 staff will work to produce the website and 80-page paper, which will initially run from Friday to Sunday.

The site currently carries a slideshow of the making of the new paper – a nice touch. It also offers an e-paper edition of the print product and online commenting functions for users.

• All change at the Telegraph: integration continues
• thelondonpaper’s closure – tell the rivals or readers first?
• MediaGuardian: No integration for Times and Sunday Times, says John Witherow
• WSJ.com: ‘UAE removes Sunday Times from newsstands’
• Telegraph: Footballer wins high court injunction against tabloid story

(…if that’s what you really want to do)

Using Feedjournal bloggers can essentially pdf their content by putting the feed for their posts into the site’s generator. The result is the blog laid out in a newspaper style, complete with headlines and bylines, you can even make a masthead if you so wish.

Dave Lee has tried it out on his blog and I have to agree with him that I’m not really sure what the point is. The idea of taking a functional online publishing platform and shoehorning it into a ‘traditional media’ format seems counterproductive.

Plus it doesn’t really make longer posts more user-friendly, as, having tried it out on our feed, a long enough post will take up a whole page and find its way to the front of the ‘paper’.

On the other hand the service could be a way for newsletter-style publishers to better link their print handouts with content online. Being able to repackage a blog’s content so quickly could encourage these kind of operations to devote more time to what they do online without neglecting their print operations.

For e-paper fans, however, the forthcoming release of a FeedJournal service for readers, allowing users to select the feeds that make up the pdf’s content, might be more appealing.

• NYTimes.com taps into ‘outsider’ blog posts
• NYTimes blog to be published in print
• Reuters blogs: WSJ axes 50 jobs, creates new posts at New York ‘hub’
• Tip of the day from Journalism.co.uk
• Journalistopia: Things online editors can do to save their jobs