siscrollwhell In light of the web browser vs. apps articles I mentioned the other day, it is interesting to note TechCrunch’s Erick Schonfeld’s coverage of Sports Illustrated’s demonstration of a new, HTML5 version of its magazine at Google’s I/O conference yesterday.

The e-zine, Schonfeld noted, was much like SI’s tablet prototype from a few months ago—except that instead of being an app, it was entirely within the browser, using HTML5 features to generate more app-like functions, such as a pop-up navigation wheel.

These prototypes point to a more Web-friendly future for magazines, where they can have much of the graphic and interactive richness of an app right on the good ol’ Web. It’s not quite to the point of an iPad app just yet, but it will get there. I’ve seen the exact same tablet app, and it is not much different. And after all, stories in an iPad app don’t show up in Google search. HTML5 magazines are much less likely to become tomorrow’s CD-ROMS than tablet apps.

And, of course, HTML5 pages can become iPhone web apps as well.

Perhaps this means there is hope that magazines won’t go into apps at the expense of the web after all.

Video of the magazine demo follows the jump.

1 COMMENT

  1. Well, doing a iPxxx app puts you at Apple’s mercy and your customer pays Apple to get to you.

    Doing a browser-hosted “app” takes Apple out of the equation and lets you manage the customer relationship directly.

    Not hard to figure out the math, right?
    Disintermediation yet again; cut out the middleman whenever possible. And if HTML5 lets you cut out the Adobe-Flash “middleman” it also lets you cut out Apple’s censorship. Plus you end up with a cross-platform “app”.
    Wonder if Apple is going to rethink their support for HTML5 now? 😉

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