Spurred on by the early innovations of mobile-phone carriers, namely DoCoMo’s i-mode platform, Japan’s publishing industry was quick to get its content on the small screens of cell phones – and charge handsomely for it. But the times they are a-changin’ again, with new options in print-promotion strategies, distribution channels and business models.
In June, online magazine store Magastore, which was previously mainly orientated toward iPhone/iPad users, went Android-friendly, thus opening its doors to all au and DoCoMo smartphone users (before, it was only available for DoCoMo users on the i-mode platform). Launched last year, Magastore provides content from 20 Japanese publishers, including major-league names such as Asahi Shimbun and Sony. Magazines can cost up to ¥500 and popular titles include Spa!, Newsweek and Oz Magazine.
Since Magastore became widely available to their rivals, SoftBank, who exclusively sell the iPhone in Japan, went one better by launching Viewn (ビューン ) in the same month that Magastore went live with Android. Aimed at iPhone users and SoftBank’s 3G customers, Viewn offers free content from 31 different kinds of newspapers and magazines for a flat fee of ¥450 a month, with the first month free. Viewn boasts famous titles such as fashion magazine CanCam and news daily Mainichi Shimbun, but content is limited: Users have to put up with banner advertising and can access only selected articles.
Readers only interested in reading a particular article can now benefit from a website that went live this month. Providing individual electronic versions of articles published in magazines and books, G-Search Mitsuke! offers users a cheaper alternative to buying the entire publication. An article from The Economist, for example, costs ¥210, as opposed to buying the entire print publication at ¥650. As J-Cast points out, though, the problem is there’s a delay between the print edition’s release and G-Search Mitsuke!’s digital version. G-Search Mitsuke! articles can be read on virtually any cell phone, but the clunky PDF format doesn’t exactly promise an easy read.
Though G-Search Mitsuke and Magastore titles are available to users of all the big three cell-phone carriers, Viewn is exclusively in the clutches of SoftBank, meaning we can expect au and DoCoMo to continue to play catch-up.