Several major trends are fast reshaping the digital future for publishers: growth in the tablet and ebook markets are alike leveling off, while mobile devices are booming in just about every area for which there's a measure. That's changing the demands on publishers at every stage of the publishing process, from discovery and marketing to retail, content delivery, and much else besides.
Mobile Strategies for Digital Publishing: A Practical Guide to the Evolving Landscape takes a critical look at new data on sales and usage of mobile and tablet devices in North America and beyond to identify the trends most likely to impact publishers in the short and long terms. Analyzing the available information and offering case studies, Thad McIlroy proposes a comprehensive set of strategic decisions that large and small publishers can make to gear up for the mobile future. His market-based recommendations cover operational and staffing considerations, content development and optimization, innovative marketing approaches, mobile apps and content delivery systems, new mobile retail opportunities, the role of carriers and more.
"Thad’s white paper is chock full of data and its implications for some segments of publishing; this represents as good a summary as any of how the new ecosystem will not be the same as the old one."
— Joseph Esposito, The Elephant in the Room Is a Phone.
"What makes Mobile Strategies for Digital Publishing a great read (is that ) this guide seeks to offer a full, unbiased view of the shifting technological landscape, and to start a discussion about how the publishing industry may need to evolve to fit the changing times. It's a thought-provoking, must-read piece for people working in the industry."
— Craig Manning, IndependentPublisher.com
Mobile Strategies for Digital Publishing: A Practical Guide to the Evolving Landscape takes a critical look at new data on sales and usage of mobile and tablet devices in North America and beyond to identify the trends most likely to impact publishers in the short and long terms. Analyzing the available information and offering case studies, Thad McIlroy proposes a comprehensive set of strategic decisions that large and small publishers can make to gear up for the mobile future. His market-based recommendations cover operational and staffing considerations, content development and optimization, innovative marketing approaches, mobile apps and content delivery systems, new mobile retail opportunities, the role of carriers and more.
"Thad’s white paper is chock full of data and its implications for some segments of publishing; this represents as good a summary as any of how the new ecosystem will not be the same as the old one."
— Joseph Esposito, The Elephant in the Room Is a Phone.
"What makes Mobile Strategies for Digital Publishing a great read (is that ) this guide seeks to offer a full, unbiased view of the shifting technological landscape, and to start a discussion about how the publishing industry may need to evolve to fit the changing times. It's a thought-provoking, must-read piece for people working in the industry."
— Craig Manning, IndependentPublisher.com
