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Designer's Guide: Building a Brand Story

School of Visual Arts
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Publishers aren't facing up to the challenge of mobile

February 17, 2015

This Christmas almost three million people found a shiny new tablet in their stocking. According to YouGov, this has taken the total number of people in the UK with a tablet to just over 19 million. For magazine publishers, this represents a huge opportunity, but it's an opportunity in danger of being wasted.

The publishing industry is struggling. We all know that. It got caught out by the digital revolution and didn't move fast enough to respond to the huge consumer behavioural shifts it engendered.

While many publishers have followed the Guardian in adopting a digital-first strategy, what's really worrying is that the industry is now in danger of getting caught out once again by the next revolution: mobile. Publishers are simply not being bold enough to reinvent their core product to become fit for purpose for how their customers are increasingly consuming media on their mobile or tablet device.

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