Cover Story: Hitting a Moving Target
Being flexible means putting oneself in a position to quickly adapt and take advantage of changes and emerging capabilities—such as the new frontiers in color, interactivity, video and Web integration represented by Apple's iPad.
"They did it right," Eckler says of Apple's new device, "and it really has an impact on all different types of content. The Kindle is fine for traditional fiction-based novels where you are just reading through text, but that is just a fraction of the market that's out there for publishers. You've got children's books; you've got aca-demic books; you've got reference books, things like that. The iPad gives you the capability to reference that content."