Traditional Media Gearing Up For iPad Release
When the iPad was at last unveiled to the public, Steve Jobs kept talking about the iPad as a "magical tablet," but plenty of people just saw saw a giant iPhone without a camera. However, traditional media may be looking at the beginning of a revitalization.
While not positioned by Apple as simply a Kindle competitor, publishers, users, and tech pundits are increasingly talking about it in those terms. For every article about traditional uses, there seem to be a dozen talking about ePublishing, and not just eBooks, but the potential for traditional print media to get a major shot in the arm.
And frankly, that's the thing that I like about the tablet the most. I'm not a huge fan of the "walled garden" approach, and I've been a critic of Apple's DRM scheming for years. But with the iPad, we may at last be seeing the beginning of not only a way back to relevance for traditional print media, but a way forward as well.
For one thing, publishers can sell app versions of their publications directly to consumers, rather than going the Kindle route and selling content through a third party. Because of this direct control by publishers, in theory large portions of content won't have to be cut in order to move to the platform, something many Kindle users have been unhappy about for years.
More importantly though, the publisher-released apps will allow for an experience that can begin with the benefits of print (full color photos, well-designed - one hopes - layouts) and build on them with things like multimedia and links to more information. This gives advertisers and publishers a whole new set of ways to build compelling partnerships.
For example, according to a report in Wall Street Journal Online, Wired magazine is offering different levels of functionality within iPad ads, depending on the ad buy in the print edition. Eight pages of print gets advertisers video and other features in the iPad version.Continued on the next page