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Since Apple unveiled the iPad to the world, tablet devices have attracted an immense spotlight. To some, they represent the future of computing, publishing, advertising and, well, life as we know it.
But is the smoke from the tablet market obscuring even bigger fires elsewhere? According to a study conducted by the Pew Research Center's Internet & American Life Project, e-reader ownership is growing much, much faster than tablet ownership.
Publishing may be a tough business all around these days, but thanks to the internet, there are more publishers than ever.
Many of them won't survive, of course. And the ones that die won't just be traditional publishers that fail to adapt to the internet; there are plenty of digital publishers making potentially fatal mistakes too.
When it comes to tablets, traditional publishers have a dilemma: the numbers make it clear that the money is currently in native apps, but for publishers struggling to survive, giving up 30% of revenue to Apple, along with valuable subscriber data, is a tough pill to swallow.
So many publishers are trying to have their cake and eat it too. How? By building web apps that look and feel like native apps.
Despite the hype, tablets are still most accurately described as a 'niche' market. But that market is expected to grow really, really fast.
That's according to a study (PDF) conducted by the Online Publishers Association (OPA) and Frank N. Magid Associates, which sees 54m Americans owning or using tablets by early 2012, up from 28m today.
The iPad is a source of hope for many traditional publishers. Which explains why publishing moguls like Rupert Murdoch are investing lots of time and money into the tablet device.
But not all iPad strategies are created equal, and one of Murdoch's newspapers, the New York Post, may have the dubious distinction of executing the dumbest iPad strategy yet.
That strategy: in an effort to get readers to pony up for the newspaper's $6.99/month app, block the Safari browser on the iPad from accessing content on the nypost.com website, content that's freely available via any other browser.
It’s an age old question for content marketers: what’s the recipe for ideal content that will be read, linked, tweeted and otherwise disseminated around the web?
We have an informal motto when it comes to online content: for something to be worth your time, it has to be either Useful or Amusing.
Getting to grips with content marketing can be traumatic. Learn to recognise where your client is in the process with this handy guide.
For traditional publishers, the Apple has been a blessing and a curse. On one hand, its iOS devices, including the iPad, have created hope and inspired thought about the future of publishing. On the other hand, it's clear that it is no savior.
It's not into charity either. Case in point: the 30% cut Apple demands from subscriptions sold in iOS apps. Begrudgingly, many publishers have agreed to this fee. But not all.
Anyone in the online marketing space from large, million-pound retail sites to a retired teacher who sells animal portraits are subject to new and changing regulations, updates and directives.
The responsibility to understand these new regulations now falls not just on those marketing online, you now just have to be online.
Google, Bing and Yahoo may not be the best of friends, but every once in a while they do get together in a high-profile way.
Magazines may not have the best track record when it comes to adopting the newest technologies, but when the iPad launched, it was hard to find a magazine chief who wasn't excited.
Print publishing is particularly tough these days, and the iPad represented hope. As a result, many magazine executives were eager to give the iPad a try. That was a good thing.
Unfortunately, businesses don't run on hope, and despite the fact that the iPad and tablet devices are still very nascent, magazines have thus far found that tablets aren't a panacea for their industry's ailments. Some are even cutting back on their iPad plans.
In the digital world, tracking ROI is supposed to be easy. After all, there are so many tools for analyzing traffic and conversions, and attributing them to particular sources.
But in reality, tracking ROI isn't always as simple as it would seem. Many marketers, for instance, still focus exclusively on the last click despite the increasingly sophisticated tools that are capable of going beyond the last click.
As a result many either misattribute conversions to the wrong source, or miss them altogether.