publishing - the changing landscape
TRANSCRIPT
Publishing Industry
• The publishing industry has evolved over the years but the idea has remained consistent. Publishing is the mass distribution of printed books, newspapers and other informative original content.
Traditional Publishing vs. Digital Publishing
• Traditional publishing is viewed as books, magazines and newspapers; tangible items sold in stores and delivered to homes.
• Digital publishing is the constantly evolving trend we have seen with the advent of e-books, websites and blogs distributing traditional publishing content through laptops, tablet and smartphone devices.
Adoption Rate for Digital Publishing
• Increase in tablet devices– Tablets and e-books have become increasingly popular worldwide and adoption rates are
projected to reach 15 to 20 percent of populations in developed countries in the near future, according to a Bain & Company Inc. report.
• Changing consumer behavior– These e-book and tablet devices are also changing where and how frequently users
interact with their desired content. – The Bain & Company report states that more than 40 percent of those with a mobile
device read more than they did before owning an e-book or tablet. – The portability of these devices allow users to read magazine and news articles easier on-
the-go, increasing the need for quick load times and mobile-friendly websites.
• Content consumed by readers– The content that users consume on their e-book and tablet devices range from books,
investigative and financial reports and sports coverage users are willing to pay for and free content like reference books, maps and local news articles.
Comparative Analysis: Reader’s Digest
Reader’s Digest has been a popular American magazine since 1922 and has grown to publish print editions in more than 70 countries today.
The magazine filed for bankruptcy in February of this year and has been freed of $365 million in debt. The magazine now plans to restructure their
business model mainly focusing in the digital realm.
In December of 2012 digital copies of Reader’s Digest outsold print editions for the first time thanks to the increased popularity in e-book and tablet
devices as well as Reader’s Digest finally adopting a mobile-friendly platform.
Many believe the magazine should follow the direction Newsweek took in 2011 by completely scrapping their print edition to focus on the much
cheaper digital publishing platform.
What it means for Publishers
• Publishers need to acknowledge the fact that the way consumers are reading publications is shifting from print to digital. Since the advent of e-books, tablets and smartphones consumers have found easier, more convenient ways to access their favorite publications.
• In order to continue to reach their audience publishers need to adapt to the mobile web and provide their readers with mobile-friendly ways to access their publication.
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Advantages of the Digital platform over the Printed page
• Hybrid• Digital platforms allow publishers to
create content mixed with other forms of media like high-definition visuals, audio, music and narration.
• Non-Linear• Mobile-friendly websites and apps
allow users to search for content throughout their entire publication using phrases and keywords. Their search compiles lists of related articles and reports the user is able to choose from, meeting their reading wants and needs quickly and effectively.
• Interactive• Mobile devices, websites and apps
are inherently interactive. Users are able to click into links directly on their device and interact with countless aspects of a publisher’s content at once.
• Social• Social media sites like Facebook and
Twitter have gained an exceptional following and are widely used around the world. These sites drive high levels of engagement and interaction as well as allow publishers to track the conversation about their publication.
MobStac and Publishing
The Hindu
The Hindu came to Mobstac when they realized that 4 percent of their online readership was coming directly from a mobile device.
When Mobstac launched The Hindu’s mobile site the number jumped from 4 to 10 percent and continues to grow daily. Since the mobile
website’s launch The Hindu clocks more than 150,000 mobile views per day thanks to the Mobstac-powered mobile-friendly site.
MobStac and Publishing
allAfrica
Nearly 40 percent of allAfrica’s visitors came from a mobile device and they needed to create a mobile-friendly website to cater to these visitors.
With over 120 sections of content this was a tremendous undertaking for Mobstac.
In November of 2011 Mobstac launched allAfrica’s first mobile website in English and French, since then allAfrica’s mobile revenue channel
continues to grow exponentially.
Be a Leader, Not a Follower
• Go Digital with MobStac– Boost your mobile presence and see immediate results
with a Mobstac powered mobile site and app. Mobstac’s cloud function allows publishers and businesses to easily manage and track their mobile sites and apps from any Internet-enabled device while the professionals at Mobstac keep it up-to-date and running efficiently for you and your customers.
Mobile is the new web• MobStac converts your existing online content into mobile &
tablet websites that can be accessed across every available device
• Key features of MobStac– Unified dashboard to easily manage your mobile sites and
apps– HTML5 enabled assets– Seamless integration with your existing CMS / Website
Try MobStac NOW
(It’s free)
Wondering if you need a mobile presence? Call us for a FREE consultation
Isis Singh | Content MarketingEmail us: [email protected]
Call us: +1 (408) 413 3613
