Mark Sigal, chief product officer at Unicorn Labs, offers his thoughts behind a recent “dynamic content” partnership with Macmillan:

So if publishing must evolve, what does this mean for publishers?

Most basically, it suggests that whereas static text and pictures define our current concept of publishing, in the mobile era, we need to think about what is being “published” as a native app that re-configures itself based upon the content being served. Logically, this type of system autonomously generates data.

This has significant ramifications for how such content is made, what it can do, and the underlying systems required for delivering and receiving the same.

But, the upside of thinking about publishing along these lines is that it opens the door to new types of content-driven experiences that are interactive, responsive and analytical.

These experiences can incorporate play, learning, testing, rewards and assessment. This opens the door to a richer set of outcomes for users and a wider range of narratives for brands and publishers to cultivate with their audiences.

Sigal offers his company’s collaboration on a children’s title as an example, mixing “games, exercises, puzzles, and quizzes”: