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Push Pop Press launches Beta Publishing Software



By Michael Koz

It is no hidden secret that e-readers and tablets are becoming the go-to devices for reading books now. Many popular electronic readers such as the Kindle and Nook went from being fringe devices to mainstream sensations. Meanwhile the Apple iPad and many tablet companies are vying for a piece of the portable computing revolution. eBooks are overtaking print books in terms of accessibility and price and there are many companies in the world of digital publishing. Two former Apple employees have started a new project in conjunction with Al Gore, to launch a new Digital Publishing service called “Push Pop Press.”

The new software by Push Pop Press allows authors to manually assemble their new books with a priority on the Apple iPad, iPhone and iPod touch. The new self publishing software allows a ton of versatility in terms of how you can make enhanced eBooks. You can incorporate mixed media, such as video, audio, pictures, maps and interactive content. Best of all its in full color, so it allows for more vibrant content.

Currently the San Francisco based start-up is offering private beta software to select clients. It seems they are trying to add more completed projects to their portfolio to draw in more interest. The project and website launched with a new book by Al gore “Our Choice: A Plan to Solve the Climate Crisis” as the inaugural publication.

Check out the main Push Pop Press website and watch the video below for a sample of what this is all about.

Related posts:

  1. Google launches ‘One Pass’ for digital publishing
  2. Amazon Kindle Publishing for Periodicals beta program for Newspaper and Magazine Publishers
  3. Authors Abandon Paper in Favor of Digital Publishing
  4. Barnes and Noble shakes up digital publishing with Pubit!
  5. Apple denies Sony Reader software for iOS
  6. The Atavist – New Digital Publishing and e-Reader Platform
Categories : Digital Publishing, Tablet PC News, Technology

iPad magazine publishing with Adobe costs at least £7003 per year

How expensive should it be to publish an iPad magazine app? If you said it should cost at least £7003 (,537) per year, then you’ll like the deal Adobe is offering with the latest version of its Digital Publishing Suite, the iPad magazine InDesign plugin.

Designer Elliot Jay Stocks blogs about Adobe’s pricing scheme, which involves a £3636 platform fee plus a minimum of £3367 set toward the .16 per issue Distribution Service Fee Adobe charges.This is in addition to the cost of the software itself, which doesn’t exactly come cheap, and the 30% fee Apple charges for each issue.

Writes Stocks:

These fees may be a drop in the ocean for large publishing houses, but for those of us who publish on a more independent scale, we’re effectively being priced out of the market. It’s certainly possible to make a profit with Adobe’s model, but it requires a huge audience to make that investment a viable one. If you doubted the worth of producing an iPad magazine due to the extra production time involved, then you have even more reason for concern in the wake of this news from Adobe.

However, the biggest problem I have with this model is not necessarily the actual costs; it’s the fact that Adobe are asking for even more of our money. Not content with charging outrageous prices for bloated, processor-intensive, crash-happy software, they want to make the publishing industry exclusive once again and ignore the last 25 years that fostered such innovation.

He points out the recent criticism of iPad apps as being bloated, poorly-built, and generally inferior to web- or HTML5-based apps, and suggests that it might be a good idea to go ahead with them rather than pay Adobe’s danegeld.

Stocks sees three possible outcomes: people bite the bullet and use Adobe’s software, they switch to one of Adobe’s competitors, or (the one he hopes for) people start realizing that individual magazine apps don’t make sense and make better browser-based experiences instead (which will improve things for everyone).

I think the third option is the best one to hope for, too. The great thing about e-publishing is the egalitarianism of it—electrons don’t cost that much money, so folks with few resources can put together as good an experience as the big boys. Or at least, they should be able to in theory if they’re not being priced out of the market.


Kindle News Roundup: NYReview of Books Kindle Ed., More on rumored Samsung/Amazon tablet; Kindle for Android Update; Amazon Germany’s Kindlestore opens; publishing in Amazon.de Kindle Store


New York Review of Books
This excellent resource is finally available in a Kindle edition.  The New York Review of Books reviews "...the most engrossing new books and the ideas that illuminate them."  There's a 14-day free trial and you can unsubscribe during that time.

Kindle for Android
The Kindle for Android app has been updated to tailor it for tablet-computers, with enhancements that take advantage of the larger screen. New features include
  . the Ability to pause, resume download at any time
  . enhanced word look-up capability (for Android-based phones and tablets)
    with built-in dictionary with over 250,000 entries and definitions.

Amazon.de Launches German Kindle Store
Amazon's press release says that the Amazon.de Kindle Shop will have the Largest Selection of Any E-Bookstore in Germany.
  It launches with "650,000 titles, 71 of 100 Spiegel bestsellers, and over 25,000 German-language titles with thousands of German classics downloadable for free only on Kindle.  Top German and international newspapers and magazines are also available for single purchase or subscription including Frankfurter Allgemeine Zeitung, Handelsblatt and Die Zeit."

 Also, Amazon announced yesterday that authors and publishers worldwide are now able to make their books available in the Amazon.de Kindle Books store in Germany, using the (kdp.amazon.de) Kindle Direct Publishing (KDP) service.

  "German-language authors and publishers can utilize the new German KDP website to make their books available in Germany, Austria, the U.K., U.S. and over 100 countries worldwide. The popular KDP 70% royalty option, which allows authors and publishers worldwide to make more money on books sold to Kindle customers in the U.S., U.K. and Canada, is now also available for books sold in Germany and Austria. Additionally, publishers can now receive their payment in either Euros, British pounds or U.S. dollars. For more information and program terms, please visit kdp.amazon.de."

MORE on that Rumored Kindle Tablet via Samsung
Peter Rojas, who wrote the article this week about the probability of a Samsung-built Amazon tablet, was the co-founder and former Editor of Engadget and is now co-founder of gdgt.com.  He has very good connections in the industry and, while there's always the small chance he can receive bad information, his sources are probably more solid than the usual.

Also, on November 5, 2010, I wrote a blog article about the rumor of an Amazon Android tablet being quite strong because Computerworld's Steven J. Vaughan-Nichols, aka cybercinic, had quietly included in a column the following:

' Sources at Amazon tell me that the company will indeed produce a mass-market Android tablet.  I can't tell you its size, pricing, when it's expected to ship, or anything else of substance.  The one thing I do know is that, like the Kindle, it will run Linux with a Java-based interface.  In short, this new tablet Kindle, let's call it "KinTablet," will run Android. '

 Some have said that Amazon would not want to upset its OEM partners by releasing a 'competing tablet' but Kendrick feels it would not be so much a tablet built to compete but "would be intended to extend the company’s retail operation into the next logical space."

  To speculation or hopes that this would be a particularly mighty tablet, ZDNet's James Kendrick writes, "Amazon’s intent would not be to produce a state-of-the-art mobile device" but would instead "be designed to have the Amazon retail system completely ingrained into a decent, economical tablet.  Amazon's own Android Apps store would probably be 'curated' (as Apple's is and B&N plans to be, for Non-rooted NookColors), but in effect, competing with Google's Android market, which is 'open' but also leaves non-computer-intense customers to their own security measures and is disorganized and confusing to many.

  In another article, about the Kindle with special offers and straight-out, large ads on its screensleepers and on the bottom area of the Home screen of book titles, Kendrick writes:

' If only 1 percent of ... Android activations resulted in a Kindle customer, that is over a million new customers every year for Amazon content.  That’s a conservative number, but the size of the Android market is huge.  Most Kindle app users probably buy multiple ebooks from Amazon...it’s no surprise that Amazon is selling so many ebooks..."

"So this ad-supported Kindle reader will probably get more devices in the hands of new customers, but that’s not the real story.  I wonder if this is Amazon’s first baby steps into developing its own ad network for its future mobile devices that it is probably working on.  I firmly believe Amazon is about to disrupt the mobile space by entering into the mobile space with a tablet device, and take Apple on directly.  An ad network would be another piece of the ecosystem to go head-to-head with Cupertino. '

I wondered the other day if Apple's sudden lawsuit against Samsung (a supplier for Apple), for look & feel concerns, might be explained by this rumored tablet partnership with Amazon.  I wasn't the only one wondering out loud.

Kindle 3's   (UK: Kindle 3's),   K3 Special, 4   DX Graphite

Check often: Temporarily-free late-listed non-classics or recently published ones
  Guide to finding Free Kindle books and Sources.  Top 100 free bestsellers.
UK-Only: recently published non-classics, bestsellers, or £5 Max ones
    Also, UK customers should see the UK store's Top 100 free bestsellers.


Mike Shatzkin predicts publishing nine months from now

Mike Shatzkin’s blog posts are always worth reading, but his latest is particularly interesting. Frequently e-book prognosticators focus on the long-term, but Shatzkin this time tries to predict where the e-book industry will be in nine months, for the purposes of planning the panel schedule of the Digital Book World event he helps run.

Among the larger issues he predicts will be getting attention are the matters of territorial restrictions on e-book sales, and publishers figuring out how to form direct relationships with consumers. He also thinks more publishers will start experimenting with new business models such as subscription services.

Other subjects worthy of attention include the continuing problem of metadata, reducing reliance on physical book inventory, how a move toward self-publishing will affect the business models of literary agents, and the fate of bookstores and public libraries in an e-book world.

Perhaps the most interesting thing about this article isn’t so much any one thing mentioned in it, but the way that Shatzkin sees the publishing industry continuing to change over the months that come. It wasn’t so long ago that one might confidently expect the publishing industry in nine months to look pretty much like the publishing industry today.


Authors Abandon Paper in Favor of Digital Publishing

digital publishing

The publishing industry has adapted well to the increased author demand for self-publishing, a once scorned model in which the author pays to have copies of his book printed, then is solely responsible for marketing and selling those copies.

Self-publishing companies such as Amazon.com’s CreateSpace, Author Solutions, and Writer’s Digest magazine’s new self-publishing imprint, Abbott Press, have developed a full-scale platform for authors, whose package offerings can include graphic designers to create the cover and interior, editors who not only proofread for grammar but will actually work with the author on writing style suggestions, and marketing packages so the writer isn’t going it alone in book sales.

“The line is starting to blur between traditional publishing and self-publishing,” says Caleb VanDeman, publishing specialist with Abbott Press. “More authors are turning to self-publishing to retain control over their work and to earn as much in royalties as they can.”

The newfound respect for self-publishing has translated into a two-way street for authors. Recently, young adult paranormal author Amanda Hocking made headlines throughout the publishing industry after her nine digitally and self-published YA titles sold over one million copies, which resulted in a four-book print deal with St. Martin’s Press. On the other hand, some traditionally published authors, such as J. A. Conrad, have decided to step back somewhat from the traditional route in order to keep more artistic control through self-publishing.

Young adult science fiction author L.M. Preston (@LM_Preston), author of Explorer-X Alpha, The Pack, and Bandit, sold all three of her print titles through a small publishing company, Phenomenal One Press, but still credits a lot of sales of all three of her titles to e-publishing.

“All of [Phenomenal One’s] books are available in e-book formats…E-books are inexpensive to produce and coupled with POD technologies can be a great entry in the market for indie authors or presses.”

But the next trend in self-publishing for authors is to bypass paper altogether and self-publish strictly in e-reader formats. While this may seem to be the easiest and most cost effective route for authors, there are still obstacles to overcome, especially when trying to format a text for marketing and compatibility within the different e-readers and their parent companies. A book uploaded to the iStore will not necessarily be in the format needed for Nook, for example. Different user-friendly software titles, such as Calibre, are helping authors meet the formatting requirements.

The self-publishing presses have evolved to bring the same author control and support to authors who don’t wish to invest in print editions of their work. Authors can still work with a staff of experts to bring their manuscripts to market strictly for e-readers, while enjoying the same design concept and editorial input that is available to print authors, both traditional and self-published.

Related posts:

  1. Goodereader is looking for Indy Authors
  2. Barnes and Noble shakes up digital publishing with Pubit!
  3. Top 10 List of the highest earning Book Authors
  4. Barnes & Noble PubIt! self-publishing portal launched
  5. The Atavist – New Digital Publishing and e-Reader Platform
  6. Barnes and Noble launches In-Store event featuring Pubit Authors

Kindle and Twitter allow quick publishing of book on Japanese disaster; proceeds to charity

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Paper publishing just can’t compete with this type of thing.  From Amazon:

In just over a week, a group of unpaid professional and citizen journalists who met on Twitter created a book to raise money for Japanese Red Cross earthquake and tsunami relief efforts. In addition to essays, artwork and photographs submitted by people around the world, including people who endured the disaster and journalists who covered it, 2:46: Aftershocks: Stories from the Japan Earthquake contains a piece by Yoko Ono, and work created specifically for the book by authors William Gibson, Barry Eisler and Jake Adelstein. 

“The primary goal,” says the book’s editor, a British resident of Japan, “is to record the moment, and in doing so raise money for the Japanese Red Cross Society to help the thousands of homeless, hungry and cold survivors of the earthquake and tsunami. The biggest frustration for many of us was being unable to help these victims. I don’t have any medical skills, and I’m not a helicopter pilot, but I can edit. A few tweets pulled together nearly everything – all the participants, all the expertise – and in just over a week we had created a book including stories from an 80-year-old grandfather in Sendai, a couple in Canada waiting to hear if their relatives were okay, and a Japanese family who left their home, telling their young son they might never be able to return.” 

ONE HUNDRED PERCENT of the price you pay (net of VAT, sales and other taxes) goes to the Japanese Red Cross Society to aid the victims of the March 11 earthquake and tsunami. If you’d like to donate more, please visit the Japanese Red Cross Society website, where you can donate either via Paypal or bank transfer (watch out for the fees, though!) or the American Red Cross Society, which accepts donations directed to its Japan Earthquake and Pacific Tsunami fund (but only accepts donations made with U.S.-issued credit cards).


Are publishing gatekeepers still necessary?

jennybentLiterary agent Jenny Bent made an interesting blog post a few days ago, taking on the question of whether traditional publishers are needed as “gatekeepers” anymore. Not too long ago, the conventional wisdom was that such gatekeepers were necessary to prevent readers from being overwhelmed by a flood of poor-quality self-published dreck. But, as Bent points out, this is changing.

What I’m loving most about the success of independently published e-books is that many of them didn’t pass the "gatekeeper" test–the individual author tried and failed to get an agent or publisher and decided to do it themselves. And now lots of these authors are getting lucrative book deals as publishers struggle to catch up. AND, many of them are turning down agents and publishers because they want to keep doing it on their own terms.

She points out that many publisher decisions about what books to publish and how to market them are made on a fairly unscientific basis, and a lot of the time books that are the hardest for agents to sell to publishers are the ones that turn out to do the best in print.

For myself, I think that Amazon’s self-publishing operation is turning out to be one of the great equalizers. By opening the most successful e-reading platform yet to literally anyone, it makes it possible for anyone to publish a book. And thanks to the proliferation of social networks—unimagined in the early days of e-books—word of mouth begins to take on a gatekeeping role of its own.

People have a tendency to talk more about what they like, recommending it to all their friends, and to keep quiet about what they don’t. In this way, the better titles end up getting more word of mouth, because they’re the better titles. And since self-published e-books are almost always so much cheaper than commercially-published books, they’re selling faster and getting talked about more.

And it’s still just the opening stages of the self-publishing revolution. E-readers are still too expensive for lots of people to have just yet. Who knows how things will look a few years from now?


Bloomsbury exec: In e-book age, publishing must go global

Publishing Perspectives has a brief piece about a London Book Fair seminar to be given tomorrow by Evan Schnittman, Bloomsbury’s MD, Sales and Marketing, Print and Digital. Schnittman’s position is that the publishing industry needs to move to a global publishing model rather than stay bound up in territorial restrictions.

Interestingly, one of his supporting arguments does not involve e-books, but the inverse—companies that sell print books, like Amazon or the Book Depository, are cheerfully shipping print books around the world in response to Internet orders, meaning that local publishers can lose out on sales to publishers from other parts of the world.

He believes trade publishers must learn to buy and sell works globally “in order to manage the global portfolio and optimize sales and author royalties. Without this change, the book may indeed be dead –- with it, then long live the global book.”

The piece ends up by suggesting “that young kid with the specs and funny mark on his forehead on Bloomsbury UK’s list might have an answer.” Indeed, the Harry Potter series was bitten by this trend early in its release, as American fans who couldn’t wait weeks or months for the next book to come out in America imported it from the UK instead. Consequently, starting only a couple of books into the series, the books were released simultaneously world-wide.

But even now, some American fans will continue to import the UK editions, since the US versions feature some Americanizations that purists find annoying (starting with the decision to change “philosopher’s stone” to “sorcerer’s stone” in the first one).

Regardless, it’s nice to see a publisher (and a fairly major publisher at that) acknowledge that the current territorial model needs to change. Perhaps sooner or later it will.


Publishing Business Conference: Th(ink) Ereading Summit

Publishing businessCheryl Goodman, Qualcomm: Of the 80 or so tablets announced, almost none of them had a content strategy and just connecting to the web isn’t a strategy. Will be a truncation of devices in the marketplace. A lot of these devices are fun but are not productivity devices. If going to monetize the entire carrier chain you need something pocketable and portable and need to be able to see the content outside. Single purpose devices is not where the marketplace is headed. Color is coming and that is what people want. Mirasol has very rapid response time and will do video well. Needs far fewer components that an LCD device does and so can make cheaper devices. Battery will last at lease 3 times more than an LCD device will. Sunlight viewable. Fundamental problem in the industry is the old-fashioned battery technology and short battery life on phones and devices. Mirasol will be selling the panels, not licensing the technology. Launching multiple devices with multiple partners in multiple regions before the summer. Will be 5.7 inch screens. They also have a frontlighting technology available that some manufacturers will be using. Contrast of device is the same as paper. The 5.7 inch size is not purpose meant for the reading industry. 5.7 inch is conducive to portability. Consumers don’t want huge devices, the want portable devices and publishers must start to design their content for portable use. One partner will be doing a dedicated educational device. Other partners will be doing rich multimedia content. Devices will be competitive in price and Qualcomm will not be seeing a return on investment initially. One partner is a publisher with 5 daily newspapers. Seeing a lot of partners using Android operating system.

Bob Sacks, mediaIDEAS: we are in a dual revolution, technological and social. It is more important to know how to search for a fact than it is to know a fact. We have not had the time to adjust to the new platforms that have arisen. Is hard to monetize technology when change is still happening. Aristotle said how we communicate alters what we communicate and it is still true.

David Renard, mediaIDEAS: Forecasts for paged-based media. More than 90% of revenues still come from print and over next 10 years 60% will come from digital side. Paper consumption by book publishers will drop by 50% by 2020. Moving to publishing model where everyone is a publisher. Ereading devices will hit an installed base of 2 billion devices will exist and if add smartphones installed base will go up to 4 billion devices. Average prices for tablets will decline to 0 by 2020. This year we will see first sub 0 ereading devices. The natural “silos” of newspapers and magazines are starting to disappear. Newspapers are trying to be magazines, rss feeds trying to be newspapers, books are trying to be feeds. For ereaders and tablets by 2020 will be 166 billion of revenue generated by paginated digital media. in 2020 will be about 0 per device spent on paginated media per device. As devices become cheaper they will eventually be given away in return for a subscription and may see a lot of this in the school market.

Jim Taylor, Harrison Group: been evaluating digital content and devices for 5 years. Looked at marketplace in October and January. What consumers want in digital media: in 2-3 years 14% expect to get an ereader and a tablet, both; 75 million tablets in US by 2015; 6% of market owns all three of tablet, ereader and smartphone. These people have a loyalty to content first above loyalty to the device. These people are willing to pay for content and publishers making a mistake by ignoring them. These people substantially more engaged in information universe than others. The revolution is already in place with multi-device users. Most of them use these devices while watching television. Among these people they are consuming more newspapers, magazines and books than they did before they had the devices. These people want printed content as well. Routine information on the devices and high end publications, where photos are important, will be the last to go digital. Real effect of digital revolution is to sponsor more consumption of digital content. The problem is that the devices in the market today do not meet the needs of these people in terms of display technology and battery life. They want content management, to be notified when content is coming, don’t want annual subscriptions and want content that can be exported to other users in other forms. Want to be able to share publications. Privacy is a central concern. Looking at publishers: only 5% of publishers expect to pass digital savings on to consumers but most consumers feel they should be entitled to the savings. Only 24% feel that digital is impacting print production. CPM is dead and the way to make money in the future is to get a commission on those who buy stuff from an ad in the magazine. 50% of publishers don’t understand about how the carriers charge to distribute their digital files. The real thing that publishers don’t know is how the public uses their tablets and devices. Their perception of how these devices are being used are completely different from what surveys are showing about how the devices are really used. Consumers understand that this is a revolution in reading not in technology and publishers don’t understand this. Publishers think this is primarily technological revolution and this is wrong. People will be spending as much as 6/month on media consumption in the future.

Michael Tamblyn, Kobo: in the last 2 years time has been really compressed in the ebook market. When first started thought that it would take 5 years to get to 10%. Now some people thinking it could be 40 – 50% of sales could be digital. Reading has to move from platform to platform and moves with you no matter what platform you are on. There are different kinds of behaviors attached to different kinds of devices, and what is clear is that people who read on dedicated devices read more that that it why it is important for Kobo to have a device. Also, having your own hardware allows for greater exposure in retail outlets and thus getting the Kobo name out into other markets. Further, for a lot of people today ebooks and ereading devices are synonymous. This may change in the future. A lot of people also want a tangible artifact in which their books can be held. Their new social reading application has been successful. People who engage in social reading end up spending 1/3 longer in the reading app than just plain readers. From their own data analysis: biggest segment is still fiction; juvenile and YA is big, followed by biography and business. Fiction may be most popular because devices do it the best. Sales efficacy of different platforms by value: web, Kobo ereader, Kobo powered readers and other eink, ipad, android, iphone, blackberry. Customer behaviors: 4 types of customers – voracious eink reader, the first time they buy the tend to buy about in ebooks and every time they come back they spend and do this several times a month, focused around eink devices, read a lot of fiction and doesn’t read much public domain, the were heavy bookstore print buyers; smartphone reader, they read primarily on smartphones, less of a steady customer, first time show up spend about and then won’t buy for a few months and then come back and buy and then disappear for a few months; iPad reader, first day is worth about and average is about , these people engage in their social reading apps; the freegan, they only read free content, massively resistant to marketing, hundreds of thousands of them, a block of customers who are looking at ebooks as a way not to pay for books. Kobo is doing very well, had excellent sales over Christmas and high sales continued through first three months of the year. Can find this presentation’s slides, and the Tools of Change one, on Slideshare. Search for Michael Tamblyn.

Ebook best practices:

Peter Balis, Wylie: tablets and iPad have lived up to the ability to render content in new ways and now need advanced versions of Epub 3.0. If the industry is going to grow then there needs to be more standardization, can’t keep producing “custom” versions for unique delivery platforms. Spending more as an industry than receiving in the enhanced area. With 3.0 almost everybody is participating in the standard and so this might make it more successful. In print a color product is a lot more expensive so have to make a lot of decisions as to how much color to use. All of that goes away in the digital space and can use much more color. Doesn’t matter how much color in and ebook. But when produce a digital book they don’t know if the customer will be reading it on a color or and eink device and so can look terrible depending on which device is used. Not simple. At Wylie fully support libraries. Most important thing that if people reading your content it is a good thing. Likes the idea of libraries offering buy buttons on their websites. Made a very firm decision that will not make an enhanced ebook just to raise the price. Will only do an enhanced book where the result will be better than the non-enhanced versions. Difficult to market enhanced ebooks because you must explain to the buyer why the enhancements are worth a higher price. Learned that the hardest thing to do was to create the infrastructure to handle ebook production, sales and marketing. Hiring people who would never had hired before in a print environment.

Brendan Cahill, Open Road: interesting to follow readers to see how they are using different media to find books. Don’t know what the future of enhanced ebooks is. Nobody knows what the reading public thinks yet. Still think that that readers want immersive text. They embrace the library market and use Overdrive in the US. They believe in the one ebook to one person lending model. Think that libraries are a great way of creating demand, especially for series books. Your marketing should be set up so that the recipient can make an immediate decision to buy the book and even allow him to buy it through the marketing presentation if possible.

Does forgotten paper need digital’s help?

Lisa Murphy, Metaio:

Richard Romano, WhatTheyThink.com:

Stephanie Salmon, US News & World Report:

Doug Stambaugh, Simon & Schuster Digital:


Publishing Business Conference: Mobile Strategy Summit for Magazine Publishers

Publishing businessMatt Goldfeder, Director of Mobile Products, Consumer Reports:  only has one source of revenue, subscription.  When develop these things think everything is so simple and everyone will understand it – often find out this is not the case will the consumer.  The hardest decision in getting started was the build or buy decision.  Development of the site is considered a retention benefit for the subscribers and don’t know if this works yet.  Research said that could charge as much as per year.  Consumer Reports is non-profit and doesn’t take ads so that it’s important that the app doesn’t take away the subscription model.  Real problem with the app is that when it gets bad reviews on the app store there is no way for the company to answer the complaints so all the buyers see is bad reviews with no response.  Don’t know who app subscribers are yet and since they are Consumer Reports can’t use some of the reporting tools that Apple has available to put in apps.

Cheryl Goodman, Director of Marketing, Qualcomm: 20 years ago media was a one way communication from one entity. Now carriers are fighting to send media to users. Price for all the functionality of mobile phones is the battery. Material science hasn’t changed in the last decade. Until battery technology changes will always be stressed about mobile device use and this also means that have to be careful about mobile content taxing the device too much. Have to get to a point where screen sizes are conducive to the printed page. Ultimate goal should be to carry one device. Consumers enthused with tablets but are not satisfied with the experience – need a lot of improvement on the component and the content sides. An internet connection is not a content strategy. Need to look at the total cost of delivering the product to the consumer; for example, tablets are expensive and carriers are charging for data as well. Will consumer pay all of this and pay content too? Publishers should find this out first before they develop their content.  Their color digital display will have the same contrast as paper.  Content delivery is not free and publishers need to remember this in designing their stuff.  Two fundamental issues with iPad: real estate, how many apps with you repeatedly come back to; consensus seems to be among publishers is that there is not a return on investment on the apps publishers have developed.

Eric Gillin, Web Director, Esquire.com:  biggest hurdle Hearst faced is what to do with the stuff that is on paper.  How do you turn pieces of paper into something that is interesting on a device.  The biggest barrier to entry is getting the idea of what to do.  Experimentation is essential and everyone is learning on the job simultaneously. Have a rudimentary template down from the Esquire magazine, but there is no “push a button and it goes to all devices”.  Is not easy yet.  Don’t even know what devices will grow up to become.  They are still babies.  A lot of consumers are overwhelmed and need to do a lot of learning.  View mobile audience differently than print audience. Audiences choose path of least of resistance in consuming content.  Have to be careful not to over complicate things and try to do so much.  When creating a mobile app for a phone you need to think about what the user wants on a phone and not put everything on it.  Be careful of mission creep, keep it really simple.

Brenda Walker, Managing Publisher, Zumobi:  started as a smartphone focused company and have over 30 apps.  Develop cross-platform and cross-device.  Magazine publishing partners are disappointed with iPad in terms of single issue sales.  Android is blowing iPhone away in terms of numbers with some apps having 3 times the downloads of the iPhone. Uptake on mobile can be from 15 to 30% of what your web audience is.  Not seeing the iPad as a “lean back” device and seeing that the time they spend with the iPad is not greater than the time that they are spending on mobile devices.

Mickey Alam Khan, Editor-in-Chief, Mobile Marketer: moderator.

Terrence O’Hanlon, Publisher, Uptime Magazine:  need to think about how much time consumers have to spend on your app.  Being simple might be better.  Still have a purely text option and users like it.  Finds that the Apple crowd is a much heavier user than the Android crowd.  In their B to B business advertisers are moving to web and mobile and don’t seem to like print advertising.  One problem is getting advertisers to design for mobile.  In their business advertisers want to use one ad for everything and this doesn’t work.

Frank Luby, Partner, Simon-Kucher & Partners: change is fundamental and the key word is mobile. People are willing to make a lot of tradeoffs, some of them large, for portability. This huge benefit is often underestimated and producers of content need to figure out ways to overcome some of the tradeoffs. Print doesn’t travel well on a lot of devices. Consumers only do three things, read, watch or listen.  Can’t monetize QR codes and SMS.

Clinton Bonner, Everything to Everything:  The ability to have hyper-specific interaction within content is going to be a great way to monetize the content.  Being able to gameify the experience is important to developing loyalty.

Ron Mtejko, Owner, MVP Media:  focusing on tablets and the iPad because are dominating market share. Biggest challenge was finding the talent who can take my vision and do what I wanted to do.  My imagination far outpaces what is available right now.  Incorporating multi-media into advertising is generating good response rates.  Word “fun” is missing a lot of times when talk to other publishers about magazines.  Market for Android tablets is too small right now to do anything for them.

Jarred Cocken, Creative Director, The Wonderfactory: In 2009 released Sports Illustrated on a tablet before iPad came out. Now the tablet has largely replaced the laptop in consuming media. Traditional tv has 43% of consumption in the US and has 43% of advertising budget. Web has 25% of consumption and 19% of ad revenue. On mobile 8% of consumption and only 0.5% of ad revenue. Massive production problem associated in getting content in all the different forms that it has to go into. Every time create content have to change it for the device it is going to be seen on and this is one reason Google has had to step in with manufacturers using the Android platform. There are two audiences; one that wants the tablet content to be exactly the same as the content is on print and a second type that wants something very different. A lot of times publishersa’ money can be better spent optimizing their mobile strategy than it is going with the “popular thing” such as the iPhone or iPad.

Sarah Ellenbogen, Google, Strategic Partnerships team: 2010 was the year of mobile. Google reached its 1 billion dollar ad mark. Portable units have unique features that a computer doesn’t have. More people have access to mobile phones than to clean water. Three ways to monetize mobile today: transactions, subscriptions, advertising. Disagrees with Cheryl and thinks that will always need more than one size mobile device. 6 to 7% conversion rate with mobile ads, which is higher than on desktop devices. Publishers have to live up to the promise of the new platform and won’t be successful if don’t. Publishers should survey to find out what their consumers want and target that group first. Publishers should always have a mobile web site at their first step.

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