Thirty-Six Tips for Developing a Successful Mobile Publishing Strategy

24. Enable existing 
behavior.

Don't try to offer products to change behaviors and habits. "It's like rolling a boulder up a hill. It's impossible," Jedwill says. "What I tell people is: 'What you need to do to find the next big thing is [enable existing behavior].'"

25. Don't wait to jump in.

"You need to get in in some way and start learning [about mobile]," he says. This is a way to test your market and get a handle on trends related to your audience, including which types of phones they use and which delivery platforms they are most receptive to.

26. Align knowledge with strategy.

Longer term, "align your strategy so that mobile becomes just another channel you are interacting with consumers through," he says. In other words, think of mobile as a component of an integrated marketing campaign.

27. Recognize mobile's 
distinct value.

With unmatched potential for proximity and interactivity with engaged customers, mobile has unique strengths that need to be played to, Jedwill says. "The proximity that you have creates far more immediacy than any other communication device," he says. "If you recognize the value that it has, which is the ability to be more interactive, you will be connecting with fewer people, but those 10 percent of people you will be interacting with through your phone [could be] 90 percent of your business."

28. Enhance the reading experience.

Mobile can enable immediate interaction with a reader, or it can add value to a book, such as by offering enhanced features (such as video) or additional information in response to a text, Jedwill says. "Whether it's a slide show, a link to a mobile website with information on a specific topic ... [or] extra pictures viewable on the phone, expand the experience of print past the moment into the mobile realm to enrich the reading consumption experience itself."