Tablet Publishing: The Next Frontier in Social Sharing

Posted by matthew on May 4, 2012 in Advertising, Books, Consulting, Social Media | 0 comments

Do you own an iPad? If you don’t, you probably know someone who does. How about a Kindle, or some other tablet? Well, according to Forrester Research, tablets are “rapidly becoming the primary device of choice for millions of people around the world.” By 2016, tablet sales are expected to hit 375 million units, meaning there would be over a quarter of a BILLION tablets in use worldwide. And one-third of those devices will be iPads.

I think this represents a gargantuan opportunity for both traditional content creators and businesses of all kinds. How?

The best way you can turn someone into a loyal, enthusiastic customer is by making sure they understand what you do and/or use your product correctly. I don’t care if that product is a power tool, an IKEA shelf or an annual trade show. I cannot think of a single type of business that would not benefit from publishing their story on a tablet.

If you’ve ever read anything on a tablet, especially an iPad, you know that the ability to embed slide shows, video, music, audio, diagrams, etc., makes the reading experience so much richer. And when that experience is richer and more immersive, not to mention SHAREABLE, it’s more likely to actually get read and, well, shared.

But do the costs of producing that content outweigh the potential return? I might think of it the other way around. Tablet readers tend to be more affluent but, more to the point, they are more predisposed to making purchases online. The opportunity to offset the costs is clearly there, but we have found that those costs can be very low to begin with. For example, do you already produce guides or manuals that never get read? How about your flat four-color marketing materials that might be improved with a little video? Can you envision these materials being published, and EASILY UPDATED, on a tablet?

A few targets that spring immediately to my mind, among countless others, include:

• Interactive how-to guides or manuals (imagine putting up that shelf correctly the FIRST time)
• Cookbooks with video tutorials
• New product presentations
• PR materials
• Media rich brochures

The list is truly endless.
A couple of months back, I mentioned that we would be rolling out a new service that took advantage of both our video production experience and our social media savvy. I firmly believe that tablet publishing is the next frontier and unlike other forms of media creation, it doesn’t have to require enormous investments in time, infrastructure or expertise. We have already begun working with a few clients helping them turn their messages into tablet-ready, media-rich presentations that live in the iBook store. Some are giving the content away for free as a way to build awareness, and others are exploring the possibility of selling their stuff either in the iBook store or Kindle store. Either way, now is the time to think seriously about using the ubiquitous iPad, or other tablets, to connect with your audience and create new audiences. Please contact me for more information by leaving a comment, or send me an email by clicking the arrow beneath my picture at the top right of the page.

What possibilities do you see for yourself or your business?

The iPad 2 and why I’ll never cancel my NY Times subscription

Posted by matthew on Apr 25, 2011 in Books, Culture, Education, Social Media, Web/Tech | 1 comment

I finally got around to getting an iPad2 about a month ago and it has replaced my laptop, for all intents and purposes. My workflow is centered around my desktop, and the laptop had become a big, clunky travel workstation that I realized I was mostly using for email and reading.

Ahhh, reading.

As many have already written about at length, the iPad is a wonderful consumption device, maybe not so much for content creation. For someone who travels a lot, it’s a great thing to not have to lug a bunch of different books around, or perhaps make an impulse buy based on a conversation or a quick browse through a Hudson News.

But how about newspapers?

Reading the morning newspaper is lifelong habit critical to my sanity. No matter where I travel, I will always read the NY Times as well as a copy of, as my father used to call it, the local blat. To their credit, the Times has worked as hard, if not harder, than any other old media outlet to try and keep their offering current, relevant and, above all, profitable to a new generation of readers or an old generation, like me, who might consume the paper in a different way.

Lots of virtual ink has been spilled over whether the Times app is any good or whether their paywall idea is sustainable or not. I don’t review apps and I don’t know if the paywall gag will work or not. For me, I don’t use the app for two simple reasons:

1- Holding an actual newspaper in your hands is not incidental to the absorption of its contents and,

2- I simply cannot shake the nagging feeling that I am missing something when I read the paper via the app versus the actual paper. And after a side-by-side comparison, it turns out I think I’m right.

Taking the above points in order: With any web interface, so much development time is devoted to UI and UX (user interface and user experience). You may have a great product, but if one or both of those elements are lacking, you’re kind of dead in the water. I have never ONCE heard anyone talk about the UI or UX of a newspaper, so let me be the first. Well laid out newspapers, like the Times, Washington Post or WSJ, will guide the readers’ eyes to the most important stories. Over time, you “learn how to read” a newspaper, and you figure out the best way to scan the content. But perhaps more importantly, during this process of scanning, every once in awhile you will come across something that you might not ordinarily have read. The physical act of holding a paper, however, offers the reader the chance to see the paper in its totality, something apps cannot really match. I cannot prove this, but I believe that being exposed to two facing pages of text and photos has an affect on the way readers take in the information. To me, it’s like the difference between information and knowledge.

With regard to point 2 above, I spent four days in Boston last week reading the Times app in bed upon waking up, and then buying a copy and reading it over coffee. I don’t know if its for editorial reasons or for reasons of space, but there is a lot missing from the app that you can find in the paper. Despite the categories that attempt to mirror the analog reading experience (Top News, Opinion, Sports, Arts, etc.), the app takes some getting used to, particularly the way a story from yesterday’s paper might hang around in the app for two days or more. While it is indisputable that a printed paper has no chance keeping up with fast moving events in other time zones like the Middle East revolutions, there is a sense with the app that I have only experienced with certain cable channels: “Is this new, or is this just new to me?” It seems like a hedge for a news app to tout its immediacy, but also keep old bananas on the shelf.

Anyone who knows me or reads this blog knows that I am no Luddite. But I’m keeping my newspaper subscriptions for as long as they’re still around.

What do you think? Are apps just as good as the printed paper or magazine? Am I just being stubborn?

Where is the real danger online? It might be offline.

Posted by matthew on Apr 6, 2009 in Books, Education, Social Media, Web/Tech | 0 comments

I recently finished reading a great book called “Born Digital- Understanding the First Generation of Digital Natives” by John Palfrey and Urs Gasser. It is a terrific, and necessary, analysis of those born after 1980 into the digital world, who they are and what the world that they are creating might look like. It is an exhaustively researched book that touches on so many topics that are becoming ever more important in our digital age. Topics such as privacy, identity, gaming, the impact of the internet on how we learn and how we create and, of course, safety.

Many of the long term effects of the issues the authors touch on are unknowable and will only be revealed with the passage of time, but the authors are to be commended for approaching these subjects head on and searching for answers. If you were born BEFORE 1980, I highly recommend you pick up a copy of the book.

Mr. Palfrey is a faculty director of the Berkman Center for Internet and Society at Harvard and he chairs the Internet Safety Technical Task Force, which recently released the results of their year-long study about internet safety submitted to the 50 state attorneys general. The results might surprise you and the report is available for download.

Obviously, what resonated with me most was their recommendation that “Parents and caregivers should: educate themselves about the Internet and the ways in which their children use it, as well as about technology in general…”

Responses like this one from Illinois are not helpful, in my opinion. The Internet did not CREATE predators or scam artists or bullies or identity thieves, but it sometimes takes an unwarranted amount of the blame because it’s an easy target.

This is not a blog dedicated to book reviews, but every now and then I come across one that I want to share.

More information about the Digital Natives project can be found here.

Marketing in 2009

Posted by matthew on Jan 21, 2009 in Books, Consulting, Social Media, Weblogs | 3 comments

In our ongoing effort to share resources that focus directly on social media, we wanted to direct your attention to this free eBook offered on the terrific Conversation Agent blog by Valeria Maltoni.

Twelve social media professionals talk about what they see as the key imperatives and trends for 2009, and it’s well worth downloading and referring back to all year long.

It’s free, yet it offers invaluable insight and advice.

What are you waiting for?

Did I mention it was free?