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Murdoch's 'The Daily' Launches - A Video Tour


After much hoopla, The Daily is finally here.

In my new book, THE ON-DEMAND BRAND, I talk about the iPad platform, and what it might mean to the world of publishing.

There is great promise. But perhaps most importantly, beyond the wonderful, visual and tactical experience, the iPad has emboldened publishers to start actually charging for content.

When you think about it, aside from the touch interface, there's nothing in this video that publishers haven't been able to do online for a decade. Indeed, it's not clear how this would be different if this were just a website accessed through the iPad. It looks to be a beautifully designed interactive magazine. That would have been equally true online.

Once, publishers strived for open platforms. Now, in a nod to an emerging splinternet, they're going from the open platform of the web to a single platform here, and, one assumes, Android and any number of other, more controllable, but less flexible platforms, in the future. All requiring programming for each platform.

Well, if it gets publishers to start charging for all that great content, it's a good thing on balance.

But this is a revolution that should have - could have - started a very long time ago.

On the old-school Internet.


 OD_cover "... EXCELLENT ..."


“Through persuasive arguments and Q&A's with the major players in advertising, Mathieson makes an excellent case for greater creativity and outside-the-box thinking backed up with solid ideas."

Publisher's Weekly








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