There have also been previous devices, including the Kindle. Publishers don’t need to let Apple “overtake” their business, but they do need to recognize that for the time being, iPad will be a very dominant platform they ignore at their peril.

And the iPad is really just the very first product in the whole new e-reader/tablet area. Many more and much more advanced ones will prevail within the next couple of years.

Best,
Brandon

Imagine an offer mixing NYT op-ed pages, Global Post foreign reports, local coverage of my community newspaper and Sports Illustrated coverage of my favourite NBA team for – say – the famous 30$ some NYT people would like to sell Times’ I-Pad subscriptions. Personalizing information: this is what publishers should do with I-Pad.

Of course, this would imply to put upside down old media people’s current mantra – say, conceiving a brand-user vertical relationship.
But web development shows that today’s true winners are platforms, networks and agregators. The real opportunity with the I-Pad is that it promises to be one of the first digital platforms to offer revenues.

But to exploit its force, publishers should position themselves in this horizontal eco-system. And act according to its (evolving) rules. By blending their content according to users’ interests.

Specifically the iPad which could be a game changer for Apple through an iTunes like interface which customers will customized content for daily delivery. Like the New York Times swift grab at first publisher to create content specifically for a device. They might be having a flashback to their poor decision in the mid-90′s to not publish with Amazon because of there advertising relationship with Barnes and Noble.

I expect in the next two or three years a new online store from Apple which will be geared toward delivering content directly to consumers via iPad. No more newspapers, magazines or websites except maybe through Apples portal or cloud.

Wondering what it will be called, perhaps iContent?

Check out the complete read at YoStella.com – direct-to-device-icontent-by-apple

Thanks, Stella

I don’t get this even when it means newspapers have to go from being content to service providers…

Newspapers, magazines, publishers need to upset – NOT adapt if they want to survive. (how? – - look at Hearst).

My prediction is that we’ll see a massive attack on Amazon, Apple and other ‘monopolistic’ distributors, maybe this can change rules of the game a bit…

Yes completely agreed that it is retro thinking to only try and sell complete packages of content (magazines) on the iPad. Apple build this gorgeous new piece of hardware, and the mag publishers celebrate, thinking its a route for them to produce, distribute, and monetise content in a method similar to 50 years ago.

Packaged digital magazines will sell, but I can’t see even the iPad managing to rebundle what has forever become unbundled online.

Another thing you might keep on the radar is 2d and other 2d codes. Too long to detail here, but what I think I see is that is the new thing in Print.

While most of the talk is about taking the user to a website, the under appreciated value created is real time data as to precisely when and where the user engages. It’s going to supply a new data stream that will give CMO’s cover to purchase print advertising.

QR and other 2D are merely a very first step to Augmented Reality, which seems to me the way it’s going to go. Goggle Goggles are merely the tip of the iceberg.

It’s always so interesting.

I think the magazine publishers also should get over thinking terms of packaged issues on the iPad. The consortium’s lead members (but not all of them) are resisting the idea of offering atomized content (where readers could pick individual articles or other content bits from multiple publishers), and only want to sell digital equivalents of weekly or monthly print pubs. This strikes me as retro thinking.

My only disagreement is “All forms of media consumption will move to mobile platforms,” I understand that as a long time Print evangelist I have to tread carefully… but.

The media is not a zero sum game. The rule has always been the more the more. Print with 2d code connection to the internet is a repurposing of one medium to be able to grow in a new environment.

A couple of things I think you should look at on twitter @tweetbkz and @PersonalNews Niether have the 2d code piece, but I’m pretty sure they or a look alike will.

Another thing to check out is Google Goggles demo a translation feature. You read German goes to the Cloud and delivers English. It’s still X away from wide release, but coming.

The point for Print is that your camera has to “read” the words in hard copy – that means print.

Lots more on twitter. But I don’t want to over extend my welcome. I know that Print evangelists can be so overbearing at times.