But why would a writer as accomplished as Lehrer become this much of a copy/paste addict? Because he has ceased to be a writer. With the success of his recent books How We Decide and Imagine: How Creativity Works, Lehrer has moved into the idea business. This is the world of TED talks and corporate lectures, a realm in which your thoughts are your product. For the idea man, the written word is just one of many mediums for conveying your message and building your brand.
Digiday highlights USA Today’s approach to app development. USA Today is the only “big 3” publisher (WSJ, NY Times, USA Today) to not charge for content on any device, relying exclusively on advertising:
Newspapers are experimenting with different ways of distributing content on tablets. When it comes to mobile, most publications rush to replicate their content via an app. USA Today is thinking different.
USA Today is betting on an adaptive experience that morphs with the device. While there’s no dynamic personalization based on user behavior or any type of intelligence, the articles served up on the iPad vary from person to person. For example, I read USA Today sports stories, and my colleague reads tech and advertising stories. In turn, more sports stories appear in my app than in my colleague’s app, and she therefore receives more tech and advertising stories.
“We don’t create for the paper and port to the mobile,” said Matt de Ganon, vp of mobile product and operations. “We create content, and it gets certain finite production on the digital properties; it’s a fluid experience of, here is the format that works best, and here is the subset of content that works best on smartphone, or here’s the context of tablet.”
Search on tablets will incorporate how you engage with your tablet’s touchscreen, front and back cameras and microphone. “Where are you looking? What are you seeing? How much time are you spending reading?,” he says as ways to imagine new avenues for search on tablets.