UK based Top Gear Magazine has effectively put the magazine world on notice as they ramp up the publicity campaign for their revolutionary, interactive iPad digital magazine app. As you can imagine the magazine world is a highly competitive one where there are many content providers all vying to share the same car related news in a variety of ways.
After viewing the teaser video below, I was taken back by the high level of features included in the app, which allow users to interact with the magazine in a completely different way than a static piece of paper.
There is a plethora of embedded videos and additional pictures are included with each of the more traditional car reviews and news articles. Not to mention the user driven interaction pieces such as dragging your finger around the track to see the cars performance numbers changing in real time. This allows the reader to truly compare the reviewed car corning g’s and acceleration speeds as they enter and exit a turn. A feature not possible in print, helping place the reader in the driver’s seat and allowing them to extract the information they are interested in.
Unlike a lot of car magazines who are all now very busy creating new content for their YouTube channels the top gear YouTube channel is purely show clips and segments from the previous 18 TG seasons. We are hopeful that other videos will be created for the Magzine app which will then tricky down to the YouTube channel but time will tell as TG has the ability to march to the beat of their own drummer. Don’t get me wrong, I am a huge fan of the written word however a picture says a thousand words and in this case a short video says a million. It’s an effective aid that can truly emphasize the journalists pure joy and excitement or even bitter disappointment when test driving a specific vehicle. It is also the reason why I am aware of the top Gear franchise is because it has done such an amazing job at being more than words on a page describing cars, and through the magic of TV can plant you firm in the driver’s seat.
An apps ability to add a simple sound bite of an engine revving is an amazing feature, to offer the end reader while they are relaxing in the comfort of their home. Especially when the reader has only been a custom to hearing the crinkle of pages as they flip past the advertising to get to their next article of interest. Now I’m not saying that these apps are advertising free as a magazine is published to bring in revue. What I am saying however is that the advertising community should also be equally excited as there is now no limit to the type of ads that can be embedded into the app.
Sorry paper magazine but your days are numbered! Since it can only able to provide information to readers on one plane. Where as an electronic magazine or e-mag can almost at times feel like sensory over load. Allowing the reader to pick and choose the multi-media features they’d like to view. If you are a shutter bug then the extra images shot during the shoot can be added to the article and viewed by the reader with the swipe of a finger. If video is more your cup of tea then why not sit back and enjoy a short clip that walks you through the show floor of the latest auto show instead of having to piece together the event from a series of static concept car images.
From whichever side you want to tackle this form of media it is heads and tails better than a traditional print magazine, since it will always be able to provide the user with a more viscerally experience. In fact I am a little worried as Car Rolodex has only been around for nine months and interactive blogging looks like it may already be starting to feel a little out dated when compared to the e-magazine. In a world where content is king I have to tip my hat to the e-magazine and here at Car Rolodex we will embrace the technology with open arms and promise to always provide our followers with our unique brand of content.
Check out the video below and comment on the features of the e-magazine that make you feel all warm and fuzzy inside.