Jason Fell of Foliomag.com sits down with Hal Greenberg, a Partner at VSS Structured Capital Funds to discuss the future of magazine publishing

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Not long after media and information private equity firm Veronis Suhler Stevenson released its annual communications industry forecast, I spoke with partner Hal Greenberg about the firm’s projections for consumer and trade magazines through 2014. In regard to consumer publishing, Greenberg said all eyes will be on how the flood of e-readers to the market will continue to affect business moving forward.

“What will be interesting is what impact the iPads and Kindles of the world will have on consumer magazines,” Greenberg said. “Right now, the subscription models aren’t particularly good. But, that will ultimately change. We think they will be a significant factor over the next several years.”

Greenberg, a partner of VSS Structured Capital Funds, continued, adding some thoughts on how magazines might have more success than others in making the jump to reading devices:

When you look at consumer magazines, there are all different types. You have types like Time and Newsweek, which are primarily narrative, story driven. Those are easy on the iPad. When you look at, say, a beauty magazine, the whole look of the physical magazine is very important. That, I think, will be more of a challenge on the iPad—those types of magazines might actually withstand better in print on the newsstand.

A magazine like Vogue, for instance, which is so beautiful on page, is a tough nut on an iPad. The glossy design is unique and how that makes its way to an iPad is a difficult thing. Meanwhile, a Newsweek or a Time or the Atlantic is pretty easy, actually better, on the iPad. You can easily pick the stories you want to get into versus having so many smaller elements.

Well, Vogue hasn’t made it to the iPad yet, but sister title Glamour has. Like Vogue, Glamour is known for glossy pictures and multiple style elements. And still, publisher Condé Nast is excited for the app, which was built in-house and announced last week.

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