Digital Directions: Are You Putting the Wrong Product in the Wrong Medium?
• A higher-education offering in which content that is less perishable (the core textbook) is printed traditionally, and content that needs frequent updating is delivered as online ancillaries. This would allow more time between editions of the core text in which to more easily recoup development costs.
Organizations often relegate digital initiatives into relatively isolated departments, such as a silo for Web marketing or a silo for digital distribution, without impacting the traditional publishing activity—making books. However, real product value and strategic advantage can be found when the intrinsic characteristics of digital media inform fundamental product strategy.
Andrew Brenneman is founder and president of Finitiv, a provider of digital content solutions. He has been leading digital media initiatives at major media and technology organizations for more than 20 years. Contact him at Andrew@Finitiv.com.