Hey Print Media, the Tablet is Your (Last?) Big Chance

Tablet mania has hit tech blogging circles with the world all abuzz about Apple's announcement of their new product later this month.  

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I think there is a good chance the tablet products coming could be a major disappointment - at least in terms of short term adoption.  I have two main reasons for this concern.  One, I am not sure what problem it is solving.  Without a problem, there is no demand for a solution.  And two, whatever problem it is solving, people change slowly unless it is remarkably better (or cheaper) than the current behavior.

There are all sorts of issues the tablet could solve.  Some are not big enough issues (mobile browsing - thanks to the other Apple phenom, the iPhone people can already do this pretty well).  Others have massive adoption hurdles (paperless offices and collaborating - we can't even get doctors to go electronic and they have a ton to gain).   

I can see one place where the set of problems, human behavior issues and incentive all line up really well:  print media.    

I have discussed the path to survival for print media previously.  Well, now is their chance to put the plan into action.  Print media has a few things that are a real asset to tablet makers today.  One, they have paid subscribers.  Yes, it is declining, but the Wall St Journal has 2 million readers a day.  People Magazine has 4 million a week.  Two, they have an outrageously expensive and inefficient distribution system - mail and home delivery.  Three, they have event based publishing (i.e. the issue).  

All three add up to something pretty big.  Your subscribers want and are willing to pay for your content.  You can replace an expensive system with a cheap one by subsidizing the one time switching cost.  And, you can make the tablet really useful without full time internet access - a big hurdle for the tablet.  

Imagine this offer: renew your NY Times for 3 years and get a free Apple tablet.  Or renew 2 magazines and get half off.  The economics will work.  The hard part is you need to go cold turkey.  Make the tablet the de facto way of consuming your content.  You have to get all the cost savings from shutting down the printing press and paperboys.  And, you have to guarantee traction to the tablet guys.  In return you take control of the new medium.  Get great at it.  Leverage it to gain access to your real time content once wifi is ubiquitous (or 3G is cheaper).  Use it to get great real estate on the user interface.  Do this:

Make the content king not the device.  Make the device work for you, don't wait for Steve Jobs to figure it out so you have to come begging.

Yes, there are a million details to work out.  But, signs suggest that media companies are getting after it.  The time to be bold is now.