While traditional print publishers are practically falling over themselves to get their product on Apple’s new iPad, the new media has taken the attitude of “Talk to the hand.” Cult of Mac is reporting on an Association of Online Publishers poll which hit up 1,500 members and asked their opinion about where the business is heading this year. The good news is, most of them were optimistic — just not about iPads or even e-readers in general. Half of the poll’s respondents predicted “strong growth” as high as 10 percent, “mainly from display ads and an uptick in video, with a number of smaller revenue streams adding to the bottom line.” But for whatever reason, when asked about tablets and e-readers this year, “that sunny outlook was a bit scarce.” Here’s a sampling of what the Association of Online Publishers had to say in video interviews, courtesy of Cult of Mac : “These are still really really embryonic devices that are great and fantastic, and I want to be at the top of the queue to buy one and play with it,” remarks Mail Online MD James Bromley. “But we’re talking about a very, very narrow subsection of society that will have these in 2010. This is the time that we learn about these devices — ‘11, ‘12, ‘13 is when these might become slightly more mainstream.” Conde Nast Digital UK manager Emanuela Pignataro was even more direct: “E-readers will be the novelty of 2010. I don’t think it is a short-term adoption — it will take years.” “I don’t think we’re quite there yet,” says Thomson Reuters consumer GM Tim Faircliff. Finally, Incisive Media digital manager John Barnes: “The issue with tablets is, they’re not really servicing the needs of color, with graphics and diagrams — it’s a bit like version one of the iPod.” Somebody should tell all of this to the rumored 150,000 people who preordered their iPad last Friday…
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iPad Will Have “Absolutely No” Impact in 2010, Says Online Publishers












