Tablet Editions and Apps
Taking the next Steps

From ad sales to marketing, distribution and pricing, digital and tablet edition strategies are far from a known quantity. Nevertheless, publishers are still bullish on the potential of digital content on mobile and tablet platforms. Tactically, publishers are leaving no stone unturned as they make their products available on every newsstand, carefully track audience and sales metrics, tweak design and content formats and gradually convince brand marketers that the platform is a viable opportunity to reach what has turned out to be an untapped audience new to the magazine brand. Yet the proliferation of devices, changing technology and the shifting balance of marketshare between mobile platforms have kept long-term strategies in check and are preventing standards from locking in. In this year’s supplement, we look at the progress publishers have made so far and what still needs to be done.