New Study: Is Increased iPad Adoption a Death Knell for Print? Hardly, says Michael Norris of Simba's new report.
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Brian Howard
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Norris points to the holiday retail season, and its industry-boosting Q4 spikes, as proof that print’s future is not diminished by the rise of ebook reading. He’s bullish that there are ways for print and digital to work more synergistically, pointing to methods from the world of direct marketing—tracking codes and measuring response—to link revenue back to the point of discovery, and to ameliorate the issue of low-margin bricks-and-mortar retailers subsidizing high-margin e-tailers.
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