Magazines Pull Back on Tablet Bells and Whistles

When the iPad launched, mag­a­zines rushed to shov­el expen­sive rich-media fea­tures into their tablet edi­tions. Now that the field is grow­ing, how­ev­er, with tablets like Ama­zon's Kin­dle Fire and Barnes & Noble's Nook Color, many mag­a­zines are rethink­ing their strat­e­gy and tak­ing a sim­pler tack.

Some pub­lish­ers say research sup­ports the more straight­for­ward approach. "Inter­ac­tive ele­ments are valu­able to [read­ers], but they're a sec­ondary benefit," says Steve Sachs, exec­u­tive vice pres­i­dent of con­sumer mar­ket­ing and sales at Time Inc........

Magazines Pull Back on Tablet Bells and Whistles
http://www.adweek.com/news/press/magazines-pull-back-bells-and-whistles-136719