Jump around thinking: how publishers are rewiring for tablets

Report
- Jump around thinking: how publishers are rewiring for tablets
- 20/09/2012
- Brian Steinberg


Departing from the limited linear experience of print publications Johan Larsson, Creative Commons (2010) ©

Scope
A bright future is emerging for publishing on tablets, but as early adoption shows, people see digital magazines more as a springboard to other content. In this fight for the fingertips, how will publishers keep readers engaged?

As more magazines test mobile apps, print publishers seek new subscribers through what they consider a ‘wonder device', and marketers see opportunity to build direct one-to-one relationships with a magazine’s readers. However, the way people use tablets, and the places they use them, have facilitated a change in how people consume content. Publishers are facing the challenge of designing for a new readership who've become accustomed to using the web to explore rabbit holes, often browsing multiple windows at once, rather than the traditional linear experience. With consumers kicking down the walls between different types of content, the smartest publishers are taking this insight and transforming flailing linear print titles into multidimensional gateways.

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Industry	Advertising & branding Digital Behaviour Mobile Electronic publishing Print publishing Technology
Location	Global
Keywords	Accelerated Learning Attention Economy Mobile Living Simple Interfaces Tablet Digital publishing

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