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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"The Springer editor and the book's authors did not want to include a CD [in the second edition], and thought an interactive app would be better suited to what they wanted to accomplish," Cleary says. "So the second edition has this app. You can't bundle this with the book. It's set up so that in the book's marketing we include mention and a link to the app. The app [itself] mentions that the info in the app is derived from this edition of the book and we give the ISBN number so people can find the book if they want to. It's cross-pollination."
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James Sturdivant
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