Apple’s iPad raises questions for publishers

Since the unveiling of the Apple iPad last week, those in traditional media industries have begun to question the hype surrounding the device. Until the public demonstration by Apple CEO Steve Jobs, it had been touted as the saviour of print products, and an innovative video platform that would transform the way Internet users consume web content.

Yet the iPad currently lacks Flash compatibility, which means a number of news sites that use Flash advertisements or video will not get served. Another issue, according to past president, CEO of Forbes Digital Jim Spanfeller, is that publications may not translate well to the device.

“It’s a big jump of faith to think users are going to give up web surfing, or augment it by paying several subscription fees,” he said.

Publishers planning on creating a digital version of their title for the iPad or any other e-reader will need to rethink the way they present content and advertising. But perhaps they should apply those innovations to their already existing websites, wonders Kelly Twohig, evp, digital activation director at Starcom USA.

“That’s where 99 per cent of [their] readers are right now,” Twohig said. “I have a hard time reconciling in my head why publishers have waited so long.”

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