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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Whether for iPhones, Android phones or the Web, Springer creates apps to stand on their own, while at the same time trying to highlight any connection to a book or other brand platform. A good example of book/app cross-promotion comes from the Cardiac CT Imaging app, which provides CT scan images for clinical cardiac physicians. The current app replaces a CD that was enclosed with the first edition of a book.
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James Sturdivant
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