Open Enrollment | Subscribe to Publishing Executive HERE
Connect
Follow us on
Advertisement
 

Discussion Forum Asks the Question, 'Are Apps the Past?'

October 11, 2012 By James Sturdivant

The question of the viability of native apps versus HTML 5 and other Web-based digital products was the subject of a session, "Are Apps the Past?" at the Publishing Business Virtual Conference & Expo on Sept. 13.

Native apps are generally purchased from a marketplace such as Apple's App Store or Google Play and downloaded to mobile devices; Web apps are accessed online and offer a mobile-friendly experience across platforms without having to download data to a particular device, explained session moderator Ron Matejko, before asking publishers and app developers about their individual approaches. 

Mike Haney of Mag+ noted his company's native apps were "premium design products" offering fully optimized experiences on various devices. Because apps must compete with games, TV shows and other premium offerings, Haney believes native apps offer a better user experience, "as opposed to a website that has been squished down into this space."

Chris Sanborn, whose firm Sanborn Media Factory works with both native apps and Web apps, said his approach is that "it should be mobile Web if it can be." In some cases native apps are needed to achieve a desired level of functionality, he said, but the mobile Web offers advantages in regard to reducing complexity and breaking free of the "walled garden" approach when publishing to a multi-platform environment.

Regarding the Web versus native apps debate, Shouvik Paul, VP at Maz Digital LLC, said "it's too soon to call it, and it's foolish to say one is on the decline and another is on the increase." He focuses instead on barriers to market entry such as cost and complexity, and the need for individual publishers to make decisions based on their individual goals, as well as the increasing availability of tools enabling publishers to do much of the work themselves.

Deb Gallagher of the MIT Sloan Management Review said her choice of a Web app for her publication was driven by cost considerations and the nature of their content management system, which handles multiple print and digital streams. The functionality of HTML 5 made it feasible to have one online database flow to all channels (including InDesign for print production), and within this structure, producing Web-based apps offers a simple, seamless option.

To learn more about native apps and Web apps, as well as their real-world use in today's publishing environment, check out this session for free in the on-demand virtual show environment. Sessions are available for viewing and listening until Dec. 17.

 

Companies Mentioned:

SPONSORED CONTENT

MORE ON E-MEDIA >>

FROM THE BOOKSTORE

Publishing is a rapidly changing business, and this comprehensive reference is right in step—covering operations, finances, and personnel management as well as product development, production, and marketing. 

Written for the practicing professional just starting out or looking to learn new tricks of the trade, this revised and expanded fourth edition contains updated industry statistics and benchmark figures, features up-to-date strategies for creating new revenue streams such as online marketing and sales and e-book publishing, and provides new information on using financial information to make key management decisions.

More than <b>two dozen highly practical forms and sample contracts </b>for immediate use are also included.

"One of the best references available today . . . providing a solid foundation and answering every question.” —Jan Nathan, executive director, Publishers Marketing Association 


“Vital to doing the business of publishing well.” —Independent Publisher 

"A remarkable book and a must-have volume for anyone interested in the business end of book publishing. Everyone in the book publishing business should have a well-thumbed copy on their desk." —David M. Hetherington, adjunct professor, Pace University, Graduate School of Publishing 

"No matter what your size, Publishing for Profit is an essential tool for growing your business. The book is about as close to an operations manual for a book publishing company as can be found." —Dominique Raccah, president, Sourcebooks, from the foreword 

"Publishing for Profit was immensely useful in helping me understand some of the subtler business challenges of a small press . . . Your advice is practical and immediately applicable." —Perry Donham, president, KidPub Press 

“The bible of the industry.” —Associated Press 

“Solid nuts-and-bolts advice for everyone who wants to run a publishing business, no matter how large or small. Forms and illustrations help make this manual crystal clear.” —Judith Applebaum, author, How to Get Happily Published 

“Publishing for Profit is a great book. It sits on my nightstand. I often pick it up and read parts of it again.” —Rod Colvin, president, Addicus Books Publishing for Profit

Publishing is a rapidly changing business, and this comprehensive reference is right in step—covering operations, finances, and personnel management as well as product development, production, and marketing. Written for the practicing professional just starting out or looking to learn new tricks of the trade, this revised and expanded fourth edition...

ORDER NOW

 

COMMENTS

Click here to leave a comment...
Comment *
Most Recent Comments: