First of all, congratulations to all magazines that have taken the plunge into the world of the iPad. You are the early adopters, those that recognize that there may be true success available by going out early and learning as you go.

What will people pay for a magazine they read on a digital reader? How will they value it? Will the early adopter who buys it value it more than a later consumer? Or will consumers, over time, begin to realize the added value of the digimag and be willing to pay more?

A March 2010 study by the Boston Consulting Group (BCG) tells us something about current price elasticity for digital magazines. Surveying over 12,000 readers in 14 countries, the study indicates that e-readers and tablets will become wildly popular and successful consumer devices in coming years. “Within the next year, 28 percent of all respondents—and 51 percent of those familiar with the devices—plan to purchase an e-reader or tablet. Within three years, 49 percent of all respondents—and 73 percent of those familiar with the devices—plan a purchase,” BCG Media reports.

The survey found that consumers In the United States are willing to pay $2 to $4 for a single issue of an online magazine, and $5 to $10 for a monthly online newspaper subscription.

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