Thursday, October 06, 2011

Mobile opportunities are huge but publishers have to make the most of them, MPA says

A white paper from the Association of Magazine Media (MPA, formerly the Magazine Publishers of America) says that tablets, e-readers and smartphones have created a whole new world of opportunities for publishers and advertisers, if they can just stay flexible and figure out how to take advantage of the opportunity.
Personal Mobile Devices: Tablets, E-Readers and Smartphones (Implications for Publishers and Advertisers) notes that the transformative environment began with the 2007 introduction of the iPhone and there is no letup in sight.
The paper (which is downloadable as a pdf) says not every platform makes sense for all forms of content, but notes that the new, mobile landscape requires publishers to understand not only the features and capabilities of various devices, but the ways in which readers use them. That means understanding that consumer can interract with each other over such devices, can interract directly with the content creator (publisher or advertiser) or can interact with the content directly. 
Smart publishers will want to be offering content on each of the major operating systems concurrently.
They need to be aware that each new OS requires a separate product development investment.

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