Magazine publishers are finding out that when it comes to tablets, women flock to the Nook Color. According to The New York Times, sales of women’s magazines on the Nook are strong, and at times have even outsold their counterparts on the iPad. This is impressive because the Nook has only been around since last November, as Liz Schimel, Executive Vice President for Digital Media for Meredith, points out:
We regarded it as sort of a test. Would the Nook magazine experience resonate with consumers? We were extremely pleasantly surprised. I think Barnes & Noble has been very smart about creating a whole brand and a campaign that’s really targeted at their core mass audience which overlaps nicely with our audience.
So why do women prefer the Nook? It appears that women don’t want all the bells and whistles that come with the iPad. As usual, women are smart enough to realize that they don’t need extras, while men insist on having a device that can perform 748 functions, even though they only ever use 17 of them.
But there’s something more to women preferring the Nook Color.
As Schimel noted, Barnes & Noble did something very smart: They targeted a tablet audience that wasn’t being addressed. Everything about the Nook Color is female. The ads feature women, the Barnes & Noble website has a woman talking about the device; it’s all women, all the time.
In a market crowded by men and the iPad, women are making their voice heard, and they’re all saying “Nook, please.”