Mobile-only magazine offers writers unique payment model/Springwise

Offline magazine for iOS offers five high quality pieces of writing each month — specifically tailored for mobile users — while also giving talented writers a stake in the app’s revenue.


The tough economy of the media industry is resulting in record layoffs of journalists and increased reliance on snappy and populist content to retain the attention of today’s mobile web surfers. We recently saw how startups such as Uncoverage are using new business models to keep longform investigative journalism alive, and now Offlinemagazine for iOS offers five high quality pieces of writing each month — specifically tailored for mobile users — while also giving talented writers a stake in the app’s revenue.

Rather than bombarding users with high quantities of short content — which has become the assumed standard for today’s mobile audience — Offline focuses on other aspects of consuming content on the go in order to maintain a high calibre of writing. Each monthly issue features only five essays on esoteric subjects by renowned writers, together adding up to around an hour’s worth of reading. As well as being designed specifically with iOS in mind, the app also offers professionally-voiced readings of each piece, giving users the option to listen to the end of an article if they didn’t finish reading it on the train, for example.

Instead of following the industry standard for paying journalists per word, Offline offers its contributors 10 percent of the app’s revenue for the month they’re featured. Co-founder Tom Smith hopes that this model will mean each writer is paid around USD 5,000-10,000 for a thousand-word piece, rather than the more typical USD 0.50-2.00 a word. The app is free to download from the App Store, and users pay USD 0.99 a month for a subscription to the title. Issue 2 has just been released.

Are there other ways to cater for the mobile crowd without sacrificing quality of content?



About Framework Marketing Group

Framework Marketing Group has access to and is able to provide a range of co-ordinated creative thinkers…as and when you need them. It’s a marketing communications company with a toolbox of resources able to be used on an “on-demand” basis. The focus is on communication tools that evaluate brand strategies and interpret consumer behaviour to ensure a consistent and practical brand communications programme. Specifically: 1. Build strategic marketing plans: Understanding market data so strategic marketing plans have practical outcomes and communications to target markets are effective. 2. Communication audits From analysis of all messages – understand how customers really think and then recommend improvements to messages and media channel selection 3. Brand evaluations Establish how robust the brand equity is with each target market so communications to them is relevant 4. Integrate all communication channels Recommend an effective mix of communication channels to achieve economies of scale timing and content compatibility 5. Interpret market research Understand and fix gaps in market knowledge for consumers, customers and staff 6. Sales strategies Develop sales strategies from a foundation of core marketing platforms so all communications to market are complementary to each other
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