AR (Augmented Reality) technology will not save the book publishing industry, but publishers can save themselves.
In the United States, AR has created more than 9 million downloads of its own applications, and has downloaded more than 33 million downloads worldwide. Many book publishing industry personnel have begun to use AR as an innovative technology to gain a competitive advantage. Many people will not only use the AR creation process once, because many publishing industry practitioners have begun to use AR technology to make big profits and have become regular users of AR technology applications.
Based on experience, there are now four ways to make money through AR publishing. In addition, we also hope to find more key elements that determine the success of AR publishing. Here are four profit models:
1, increase the price of advertising
The most important way for AR Publishing to maximize revenue is to increase the price of advertisements in publications. The price of advertisements for general publications is levied at a general price, and publications containing AR are charged separately, including videos, slides, links to websites, or social sharing platforms. Some publications even create fully interactive 3D animations and games.
Conde Nast recently applied AR technology in Fashion Magazine. Readers like it very much. Magazines are sold and publishers immediately start raising prices for ads.
Not just fashion magazines, but also newspapers have begun to apply AR technology. Canadian newspaper publisher Glacier Media is expected to increase its revenue by $7.5 million due to the addition of AR advertising in its newspapers. When publishers want to increase advertising prices by adding additional value, AR is a particularly suitable technology because it can hold a lot of content and is relatively low cost.
AR can bring huge additional revenue to publishers, but it does not require much new costs. You don't need to create a new website or iPad version. AR technology can greatly expand traditional advertising content, build competitive advantage, and bring considerable income.
2. Sponsorship fee
Another way to use AR technology for profit is to collect sponsorship fees. One of the best cases is that the top 500 magazines added AR content, and JPMorgan Chase Bank sponsored it.
In the introduction to JPMorgan Chase Bank, the magazine used AR technology to add several video interviews, speeches, and other content. The video ad for each video is a credit card advertisement of JPMorgan Chase Bank. Advertisers provide different amounts of sponsorship fees for these AR content. Some pay 1,000 US dollars and some pay 10,000 US dollars, depending on the audience of magazines and magazines.
3. E-commerce realization
Rodale, Meredith, Conde Nast, Hears....., a big launcher has started to build e-commerce. At the same time, e-commerce platforms like Mr. Porter and Thrillist have started to engage in the publishing industry. The publishing and e-commerce industries began to cross each other, and AR technology could just promote both.
With AR technology, readers can see that a product in the book is scanned immediately for ordering, which will greatly promote consumer impulse shopping. Seventeen Magazine has built an AR shopping QR code in its September issue of 220 pages, allowing readers to scan and add items to the shopping basket.
Dwell and AHAlife.com successfully operated AR technology to provide readers with a shopping magazine experience. They used AR technology to sell a $3,000 blanket. This has become a trend and will undoubtedly continue. The print became a shopping button.
4, custom AR content charges
There are now many AR tools that allow the general public to quickly create their own AR content without any technology. RR Donnelley, Brown, and Fry Communications have begun to customize additional AR content for their customers and charge fees. China's new third board AR first share Moi Keke already has a mature publishing industry AR solution that can quickly customize various AR pages for books, magazines, and newspaper publishing companies.
Publishers can also do this. You can charge according to production time, or you can charge according to the project. Either way, because custom AR content requires labor and other costs, it can be successfully charged.
Determine the key elements of AR Publishing's profitability: Courage and Belief
Courageous publishers will use AR technology to try to change, and think of ways to seize new opportunities AR technology brings to the publishing industry. They are not as indifferent to some people as they are to new technologies. They only said later: If I have more resources, I can do better. They are such people: Although the publishing industry has undergone great changes, although I do not have any resources, I want to make every effort to use the new AR technology to increase profitability. Publishers who have successfully transformed are courageous in making changes. Instead of rejecting new technologies, they use new technologies.
Recently, the commentator of the publishing industry, Bosacks, believes that AR technology will save the publishing industry. But in fact, the publishing industry does not need anyone to save. The publishing industry will continue to change, but it will not die.
Only those publishers who have courage and conviction, and publishers who think independently, can adapt to a changing market environment to succeed.
Above from An Fu double submission
Original author: Maarten Lens-FitzGerald
Original address: ( Please click to enter )
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