As Ad Spending Declines, Magazines Move to Mobile

Thursday, 13 August 2009 - 4:41pm

Magazine ad spending has declined for the last five years straight, but an iPhone application platform publicly launched today by NearbyNow may help stem the tide.

The company seeks to move magazine advertising to mobile phones, and today showed off iPhone apps built by Seventeen Magazine and Runner's World that were released earlier this summer. The two apps market products from the magazine's editorial content, and will also feature ads purchased by brands and retailers. The Runner's World app already displays ads from Nike.

NearbyNow offers a digital shopping service via mobile phones or the web that lets users find and reserve products they're looking for in local brick-and-mortar stores, as well as directing users to web sites to purchase products online. The company's iPhone platform provides a template on which publications can build mobile apps that push products used in editorial spreads or from advertising campaigns straight to users on their mobile phones.

While people have traditionally had to buy magazines in order to thumb through the pages of glossy ads, now retailers and brands can reach a larger audience by marketing their ads to people via a big-name magazine's free mobile apps. For example, Nike paid to sponsor the

"Runner's World Shoe Shop" app, which features a shopping guide for men's and women's running shoes based on editorial recommendations from Runner's World. Nike also paid for ad space within the app that promotes its latest line of running shoes, Nike Lunar Glide.