Impacts of Technology

This quote from Peter Fraser shows the current institutional advances within magazines in order to give an audience what they require; “A broader version of conventional literacy, which enables all visual, aural and digital forms, seeking to enable people to become thoughtful producers and interpreters of media."

Because of the way technology has advanced over the past years, it is very important for industries such as print to ensure they are keeping up to date with these advances to make sure that they don't fall behind. Desktop publishing (DTP) is now used as an affordable solution in addition to software such as Quark express which is allowing independent publishing to increase. It is becoming more noticeable that the amount of consumer driven product innovation is rising instead of being done by companies such as IPC Media.

The technology that has had the most impact is the increase of tablets, such as the iPad. They are allowing people to access things much easier. An example of a magazine that now allows it's audience to download issues of the magazine from iTunes is Vogue. Not only does this allow a wider audience to view the magazine more easily, but it also allows the magazine companies to show more content through different media and technology; such as animation, video or 360-degree views used in the magazine rather than just an image. By using this technology, Vogue can offer it's audience a variety of new things, for example; enhanced design, interactive features, exclusive video, audio and web links, high resolution photography and extra bonus content; as well as the viewer being able to download the content anywhere that they have internet connection so do not have to go out and purchase the magazine.

Other large magazine companies are also making the decision to go digital because this is proving to be the way into the future as consumers would rather view a magazine and all of the new features digitally rather than through print. The app for Vogue is being sold by the large conglomerate Conde Nast where the viewer can sign up for a subscription or get each issue separately. Digital versions have became popular because of the consumers need for more. The fact that the audience would be able to fully interact with the content because of the digital element means that the audience can experience it better, which is what they want. To ensure that the magazine industry will exist in the future, other magazine companies will have to accommodate with the new technology. This quote from Gaunlett supports the new digital technologies within the magazine industry; “The view that the internet and new digital media as an optional extra is replaced with the recognition that they have fundamentally changed the ways we engage with all media”.

The following quote from Plunkett is very relevant to the present time because the internet is the most used way to contact the audiences and interact; “A new generation of UK media power players are ditching the traditional gatekeepers and going straight to their audience via the web”. Having the magazine content available to purchase in a digital format allows the audience to view it whenever they please. Companies such as Vogue and Elle use social networking sites such as Twitter to create interactions between the audience and the magazine. This can also work as a form of advertising for the magazines because they can tweet information about what will be included in the next issue of the magazine, making the audience want to read further into the story and then purchase the magazine. This form of technology has allowed the magazine industry to grow rapidly and communicating and interacting with their audience is the easiest it has ever been.

The information I have learnt about new digital technology is very important research for my final product. Adding digital influences will help me to ensure it's success.