Cover Story: Four Publishers Reveal Their App Strategies
In
2012,
book apps
are a novelty
no more. Two
years after the launch of the iPad,
publishers are find
ing ways to make apps an integral part of their brand strategy.
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Spy vs. Spy: The Scholastic approach
Scholastic is a good example of a publisher that believes doing it right is more important than doing it first. "We never jumped on the [initial] app bandwagon," says Deborah Forte, president of Scholastic Media. Given the company's long experience in cross-channel publishing and marketing (producing console games, TV shows and events, for starters), it was important for Scholastic to know the purpose an app would serve.
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James Sturdivant
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