How Publishing Apps Connect With Readers In Real Life
Is there a difference between the online and ‘real life’ customer? How do publishers get information about their readers? What is the best social networking strategy? Will the introduction of 7″ tablets change the way publishers attempt to engage their readers? At the Publishing App Expo this week, sponsored by Mediabistro, Galleycat, and eBookNewser, experts in media and app development discussed how the industry is evolving.
Panelists included Ryan Bloom of Lulu, Aziz Isham of Arcade Sunshine Media, Jeanniey Mullen of Zinio, and Laura Owen, the panel moderator and writer for paidContent.
The panel first focused on the differences between digital and print consumption. On a tablet, a user might read through a magazine thirty times — the convenience of always having the publication handy makes this possible, whereas the average reader might only go through that same magazine three times in print. However, tablets bring good news for both kinds of publishing: much of what we read is informed by recommendations from others. If one person owns the digital version, a recommendation drives sales for both types of content.
Everyone emphasized the need to connect publishers with readers. Now, the industry relies on anecdotal evidence and information released from app stores like Apple, Barnes and Noble, and Amazon. But publishers need a direct link. If you’re trying to find your audience, you might consider hiring a data scientist, the next hot job in technology that is rapidly gaining demand.
The app strategy panel also discussed ways publishers can use Twitter and Facebook. Twitter drives discoverability, and tracks data. Facebook is consumer based. But many want a stream of consciousness conversation that can be found on Twitter; they expect a 24 hour update. And more than ever, reading is a shared experience, a way for brands to create and use communities.
In response to the coming 7″ tablets, flexibility is key. The biggest question though? How can books truly become profitable? App developers and print media specialists must collaborate in order to keep up with the rapidly changing environment that is community based and technology-driven.
Recent Articles By Liz Walsh 
Liz is a regular contributor to PSFK. Originally from New York City, she graduated from the University of Virginia in 2010. Her interests include art and activism. She documents graffiti, loves music, and writes about both when she can. Follow her on Twitter: @LizG212.
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