Accenture Media & Entertainment Point of View

Tableta Rasa
Combining traditional reader experiences with innovative
digital channels to drive a new era of profitability for
the newspaper industry

A tabula rasa or “clean slate” suggests the ability to write a

new future on the foundation of the past. In this article, Accenture
thought leaders ask whether the iPad™ and similar products might
be a “tableta rasa” for the newspaper industry — the hope of a new
era of profitability. The authors explore the implications of tablet
computers on the reading experiences and business models needed
to generate sustainable revenues.
Executive Summary

A tabula rasa or “clean slate” suggests the ability to write a new

future on the foundation of the past. The iPad and similar technologies
could be a “tableta rasa” for the newspaper industry: a chance to bring
about a new era of profitability. Being a first mover in any industry is
never free from risk, of course. Yet, tablets represent a huge opportunity
for the newspaper industry, and the time to act is now.

Apple’s iPad has arrived on the market
to great acclaim, joining — but in many
ways surpassing — the functionality
and usability of other kinds of digital
readers in the marketplace. Among
the industries that have embraced the
iPad with great enthusiasm have been
publishers — specifically publishers
of newspapers and magazines. These
companies have been hit hard by the
recession but, at a deeper level, by
the great sea change of the digital
revolution, which has dramatically
changed user behaviors as well as
revenue streams.
High-powered tablet computers —
offering full multimedia and online
capabilities — represent a new
opportunity for newspaper publishers.
However, it’s an opportunity they could
miss unless they focus in particular
on two key aspects of the tablet trend
and adapt themselves and their
channels accordingly:
• How a newspaper or magazine on a
tablet should be ultimately designed
to retain the best aspects of the print
experience, while also using the unique
capabilities of digital and online to
offer enhanced functionality and
deepen relationships with users.
• How business models should be crafted
to capture multiple revenue streams —
something that eluded the publishing
business during the initial move of
content to an online environment.
The kind of product newspapers and
magazines should be seeking to create
needs to not only secure revenue from
readers (which no newspaper has yet
successfully managed with digital
content) but also ensure that two other
critical revenue streams are captured:
advertising revenues as well as add-on
products or embedded shops.
If they are to catch what may be the
“last profitability train” represented
by the tablet phenomenon, newspapers
need to bring together these two
considerations. Appealing to the
successful print experience — successful
design and experience philosophies
refined over hundreds of years — while
also integrating innovative capabilities
of the online world, captures the best of
both worlds.
To be appealing to consumers to the point
where they will pay for the product, a
tablet newspaper must deliver a satisfying
experience to them. We believe that ideal
experience is one based in large measure
on the print paradigm.
By bringing together the print experience
with online capabilities in a tablet
edition, newspapers have the chance to
increase revenue streams in three ways.
Online functionality delivered in the
context of a familiar reading paradigm
can give consumers value beyond the
free versions found online—value for
which they will pay. In addition, online
and digital capabilities can increase
revenue streams from advertising and
add-on products. All three of these
revenue streams are now critical for
newspapers’ survival.
Introduction

Many if not most traditional newspaper and magazine publishers were

trampled in the mad rush to the online world. The industry itself made
some bad decisions, to be sure, but it also was in many ways a victim
of circumstances beyond its control. Companies pushed to get content
online quickly. Only later did they ask the vital question of where the
money was going to come from to sustain the digital wave.
Newspapers and magazines now find The iPad and other kinds of digital If there is discontent among many
themselves bucking a very difficult readers therefore represent a compel- consumers of online content, it is that
psychological phenomenon: Once ling opportunity for newspaper it is too limitless and freeform. The
people get something for free for long publishers: Consumers are not likely iPad and other kinds of tablets present
enough, they’re not very supportive of to be content paying for the same old the possibility of creating an extremely
getting the same old thing but then daily newspaper or Sports Illustrated powerful user experience — one
having to pay for it. Publishers such as they’ve been getting for free online. combining the best of both worlds,
the venerable New York Times tried to But they might be willing to pay for traditional and digital.
charge readers for certain premium the different kind of experience of
Second, companies must avoid
content, but backed down after only an innovatively designed e-version
repeating the mistakes of the late
a few months. Human nature is a hard delivered to their tablets.
1990s when their business models
thing to change. Indeed, a recent
This means companies must plan were taken unawares by the online
Adweek Media/Harris poll found that
carefully along two related dimensions phenomenon. They must leverage the
only 23 percent of US Internet users
— one creative and the other economic. right business models to tap into all
are willing to pay anything for online
three revenue streams: from readers,
newspaper content.1 A similar poll by First, they must deeply understand
advertisers and partners. It’s an
Harris Interactive in the United the kind of unique user or reader
approach that could bring many
Kingdom found that 72 percent of experience that has long been associ-
newspapers back from
Internet users would not be willing to ated with their printed brand — and
the brink of disaster.
pay more than £10 for an annual then use that understanding to design
subscription to a news-paper website.2 the kind of tablet experience worth
paying for.

Tableta Rasa 1
The Paper Chase
Creating a uniquely compelling user experience
Print media of course have suffered significant decline over the past few
years. Yet millions of people still get their news on a typical day from
traditional or offline newspapers and magazines.
A March 2010 Pew Internet &
American Life Project and Pew Project
for Excellence in Journalism report
found, for example, that 38 percent
of US adults get their news only
from offline resources, and that an
additional 59 percent leverage a
combination of offline and online
sources. Only 2 percent of adults get
their news solely online.3 That’s a
powerful argument in favor of a
traditional newspaper reading
experience.
Since that is the case, newspapers
designing a mobile or tablet experience
must keep in mind what has made
them successful from a usability
perspective. Here are some aspects of
the traditional print experience that a
tablet newspaper designer should keep
in mind:
2 Tableta Rasa
A sense of completion movie. This sense of having the design
The digital, online world, for all its reinforce points and direct readers to
engaging qualities, is nevertheless what is critical is largely missing from
daunting in its sense of total limitless- an online media experience.
ness. Its hyperlinked nature means
Better sense of control and
that one is never really “done” reading
interaction
something online. With a traditional
Newspapers are easy to use and handle
newspaper, on the other hand, one has
and they provide a comfortable and
a sense of reading, as the New York
familiar format. Readers have a broader
Times slogan puts it, “all the news
understanding of how much they have
that’s fit to print” for that day. Being
read and how much material is left.
able to say “I’ve read today’s newspa-
per” provides a sense of completion. Interesting research has recently been
This is one reason people save piles of conducted by Anne Mangen, published
unread newspapers at home: they want in the Journal of Research in Reading.
to complete that task. No one, on the Mangen — a reading specialist at the
other hand, is saving old Web pages. National Center for Reading Research
and Education at Stavanger University
More enticing layout
in Norway — explores what she calls
Layout is an art, and the layout of
the “intangibility and volatility of the
a print piece is part of the aesthetic
digital text” as compared with an
experience as well as something that
experience of text on paper. Digital
enhances comprehension and emphasis
texts are intangible and detached
of key points. The unique mix of
from a physical referent.
pictures, text and ads in a paper tells
a story, just like a commercial or a
And, she says, "materiality matters."
The relationship a reader has with a
physical text will differ from that of
a digital text. Turning the page of a
newspaper or magazine (or book) is
a literal touch of the thing you read.
"The digital text,” on the other hand,
“has no material substance." As a
consequence, Mangen argues, the
digital text makes us read "in a
shallower, less focused way." 4
More powerful advertising
experiences
Newspapers are often strong brands
with clear attributes to which
advertisers want to connect. And
those attributes tend to be more firmly
embedded in the printed paper than
the online edition. A 2008 Yankelovich
study argues provocatively that ads in
traditional media such as newspapers
and magazines are more likely to make
a positive impression on the people
reading or receiving them, compared
with ads running in digital media.
The reason is because people consum-
ing traditional media are more apt to
be in a positive mood. They are more
relaxed, and more likely to be receptive
to the diversion of a magazine and the
advertising it contains. 5
The point here is that the differentiating
characteristics of a print experience
mean something — they speak to
something deep-seated in human
beings and how they are disposed to
consume information. As newspapers
design themselves for the tablet world,
they need to appreciate the things
that have made them great in the past.
They then have a better opportunity
to design a tablet experience that
is differentiated and that takes
advantage of the rich online world,
and yet is still rooted in the familiar.
This combination could yield greater
reader loyalty and therefore greater
revenues.
Tableta Rasa 3
The Digital Boost
Enhancing the print experience with online technologies

By building on a foundation of the tried and true when it comes to

the tablet experience, newspapers have an opportunity to extend their
brand onto new devices by boosting the printed experience with online
technologies. This could be an offering that consumers might find worth
paying for. It could also increase revenue streams from advertisers and
from partners selling products thorough embedded shops.
The paradigm for design needs to be Advanced tracking Apps: Making it easy to pay
the experience readers have come to Marketing managers are under in- Mobile users are now paying for digital
expect from the print version of a creased pressure to validate their content, and this is a booming market.
newspaper or magazine. The content choice of media investments. Bringing The Yankee Group reports that U.S.
needs to be deep, the quality high and online tracking possibilities to the consumers will download almost
date numbering of each edition can traditional idea of a newspaper ad 1.6 billion apps in 2010, and that
provide the feeling of completion. makes possible pricing schemes based those numbers will swell to more than
on outcomes. This creates a win-win 6 billion by 2014. Even more impressive,
Tablet editions can continuously update
situation for the newspaper and the paid app revenue will swell from
news and information — an important
advertiser. (For more on this topic, see $1.6 billion this year to more than $11
value-add of the online world — yet
“How to energize your digital revenues,” billion in 2014. “Despite conventional
these updates to the daily version can
Accenture, Outlook Journal, February wisdom that says apps want to be free,”
still be made within the context of a
2010.)6 the report notes, app stores are training
stable layout and design on a tablet
consumers that they need to pay a few
version. In effect, a tablet delivering Embedded shops
bucks for quality phone apps.” Almost
a “digital print” product combines the Online technologies mean that
a third of downloaded apps are now
best of both worlds for consumers newspapers can offer partners the
paid apps, up significantly from the
(See Figure 1). opportunity to sell add-on products
18 percent level of a year ago.7
just one click away from the primary
Here are some of the additional
content being consumed. Because of Apps have initially focused on software
functions of online technologies that
the large numbers of readers drawn and programs, but the consumption
show how to provide a “digital boost”
to a newspaper or magazine with high of information apps is also growing.
to the traditional print experience,
brand value, embedded shops can be Apps can also create differentiated
creating a profitable tablet newspaper
a significant new revenue source. experiences for how to consume the
product.
news content, enabling the same
look and feel of the traditional print

4 Tableta Rasa
Figure 1
An effective tablet newspaper will be one that combines the best of the print and
online worlds.
Printed
Newspaper
Type of content:
Feel:
Sense of completion:
Price for reader:
Frequency of updates:
Unique selling proposition for ads:
Cost for material and distribution:
Adaptable content and ads:
Access:
experience. They then become not only
the most logical method for accessing
the content, but also for capitalizing
on readers’ willingness to pay for the
printed experience on a tablet device.
These apps can also create better
“stickiness”— holding a customer for
longer periods of time. As a recent
Enders report puts it, “People can easily
abandon a desktop website that ‘goes
pay’ — they will less readily abandon
an iPhone or iPad app, once installed.” 8
Social media
The online experience can link readers
to each other via social networking
applications (blogs, Twitter, Facebook,
etc.) bringing more people together in
a timelier way to discuss their views.
Online editions of newspapers have
become part of the social media
revolution, and tablets can capitalize
on this phenomenon. (See box,
“Getting the tablet experience right”
for one promising demonstration of
this capability.)
Tablet
(iPad)
In-depth In-depth
Quality Quality
High High
$$$ $–$$
Once a day About 3 times a day
Brand Brand and actionable
High Low
Low High
Physical App
Improved knowledge of readers
Information about online readers’
habits, content likes and dislikes can
enable content providers and advertisers
to target their messages, which
increases relevance and value for
money. The same applies when
newspapers themselves advertise
their add-on products. The improved
knowledge of readers is possible on
tablets but is slightly tricky to apply
in practice. Apple, for example, does
not share customer information with
software providers. A way around that
is to have a onetime registration
when a consumer downloads the app.
This is an extra step, meaning that
some readers may opt out; to counter
that effect, companies may need to
offer readers some sort of reward or
compensation for completing that step.
Online
General
Cheap
Low (endless info)
Free
Live
Actionable
Low
Mid to high
Browser
The merging of media:
Providing more effective
and interactive advertising
Online newspapers can go beyond
static news in one format (text) to a
multimedia experience that includes
video and audio content. The enhanced
user experience for readers also
enhances the power of advertising,
as well, blurring the boundaries
between TV, online and print.
The ability to deliver enhanced
advertising makes the hybrid print/
digital tablet product especially
attractive to the publishing industry.
The traditional print ad will be boosted
with the new online technology of
interactive media such as rotatable
products, links to advertisers’ sites,
embedded shops and more possibilities
to boost advertisers’ direct return on
their spend.
Tableta Rasa 5
6 Tableta Rasa
In the end, newspapers will end up with
three interrelated products: traditional
print, online and tablet versions. How
companies deal with and integrate
these formats is critically important.
One model suggested in a recent
Harvard Business School case study
— a model applied to the e-book
market, but just as applicable to the
newspaper business — is to bundle
the print and digital product together.
Harvard Business School professor
Peter Olson argues that digital and
print versions should not necessarily
be viewed as adversaries. “Why not
offer both and see if you can make the
market more attractive, with additional
Getting the tablet experience right
What does an ideal tablet newspaper
experience look and feel like in
practice? Numerous newspapers and
magazines are rushing to deliver tablet
editions to their readers, and several
demos of these products can now be
viewed online. One especially promis-
ing tablet magazine is Popular
Science+, developed by its publisher,
Bonnier, in association with BERG,
a London-based design firm.
The tablet version is based on consid-
erable research into how people
consume traditional magazines. The
result is a product that delivers the
spirit of the print magazine with the
advantages of the iPad. According to
Bonnier’s director of research and
development Sara Öhrvall, “The beauty
of the iPad for a publisher is that, for
the first time, readers and users can
features like a video interview with
the author?” Electronic versions of
publications, says Olson, “can be a
much richer and deeper experience
than anything we’ve seen before.”9
Even as publishers think about bun-
dling products, they still need to worry
about differentiating between them
in terms of uniqueness and value.
That will be crucial to avoiding the
mistakes the industry made in the first
online wave. Here there is some cause
for concern. Several newspapers are
simply emulating the design of their
online editions on the iPad. This is risky
both in terms of a differentiated reader
experience and in terms of generating
new revenue sources.
use our products and actually feel like
they’re touching them. That’s critical
for a magazine experience.”10
The tablet magazine incorporates
multi-touch gesture support, anima-
tion and an in-app purchase system,
among other capabilities. Video is
embedded, as are interactive features.
If an article or photo is particularly
appealing, a user can call up the
built-in keyboard and send the item
to friends on Facebook or other social
networking programs.
As newspaper and magazine
companies experiment with this new
technology and art form, they must
continue to push the envelope of
tablet capabilities and offerings. This
includes the enhanced usage of video
and audio, not only to deliver content
What unique capabilities and function-
ality of the iPad are really being
leveraged if one is basically just putting
the online edition on the tablet? How
is the tablet channel being used in a
unique way? Companies must carefully
consider their tablet strategy if they
are to forge a sustainable business
model.
but also to create more innovative
advertising. Such ads can draw a
reader or viewer into a more engaging
experience and interaction with a
brand. Newspapers can then monetize
such advertising more effectively by
charging marketers a premium for
those extra ad features, and for more
predictably delivering on targeted
outcomes.
In the end, however, it’s the faith-
fulness to the traditional reading
experience, while augmenting it with
the iPad functionality, that creates the
primary value proposition for a tablet
newspaper or magazine. What you
want is for a reader not to feel as if
they’re reading an iPad; what they
should feel is that they’re reading a
very high-tech magazine.11
Tableta Rasa 7
 Sustainable Business Models

Effectively designed, a tablet newspaper represents the best of both

the online and print worlds. It also gives newspaper companies the
opportunity to forge a business model that can sustain their business,
enabling three revenue streams: readers, advertisers and add-on products.
1. Readers likely will be more willing to advertising features of tablet editions. 3. The purchase of add-on products can
pay for the unique capabilities of a tablet Readers are accustomed to seeing be enabled through embedded shops
newspaper edition. As discussed, tablets advertisements in a magazine layout within a tablet newspaper—both white-
deliver a more compelling user experience and so do not find them as intrusive as label shops and B2B partnerships. Such
than online editions, with engaging pop-ups and banner ads in Web editions. shops represent a revenue sharing
layouts, a more tactile way of interacting With media capabilities that enable partnership for newspapers with third-
with content and a sense of completion interaction with products being adver- party vendors. These embedded shops
that cannot be achieved on the Web. tised, combined with the consumer can now be situated in a more optimal
targeting capabilities of digital editions, setting: placement in the trustworthy
2. Advertisers may be willing to pay tablet advertising presents a unique environment of a newspaper,
 while
more for the engaging and interactive value proposition. offering the enhanced functionality of
an online store. (See Figure 2.)
Figure 2
Comparing revenue opportunities of print, online and tablet newspapers
Revenue Source Non-tradional readers
purchasing add-on products and
Readers Advertisers B2B advertising partnerships

Online
Digital  
Type of Product

Tablet   
Print  
8 Tableta Rasa
Does a Tablet Truly Deliver a Superior Experience?

If one moves beyond marketplace hype, especially over the release of

the iPad, does a tablet truly deliver a superior experience — one that
actually offers newspapers a ticket to profitability? We believe it does.
Current e-readers with e-ink technology,
for example, offer a great reading
experience, but one that is still primarily
black and white. They effectively mimic
the experience of reading a book, but
do not support the kinds of enhanced
experiences just mentioned. At this
point, at least, they also cannot support
the three revenue streams mentioned
above. Revenues are mostly restricted
to readers’ purchase of books, with
few possibilities for advertisers and
partnerships with add-on products.
A mobile handheld or smartphone
constitutes another relevant device.
It can deliver much of the enhanced
functionality of a tablet newspaper
and also offers the possibility of
capturing revenue streams from
advertising and online shops. But a
question mark remains over whether
they can capture the loyalty of the
readers themselves. Many observers
feel the screen of a mobile phone is
simply too small to deliver on the
central value proposition of an
enhanced print experience.
Compared to black-and-white
e-readers, and to mobile smartphones,
a more versatile tablet like the iPad
can open up a more creative experience
for the reader that more closely
resembles the printed paper experience.
The willingness of consumers to pay for
apps can also increase revenue streams
from readers, as well as other revenue
sources including advertising and
add-on products in embedded shops.
But the iPad and other tablets repre-
sent just the beginning of a boom in
new products. When e-readers evolve
with super-thin color displays — such
as Qualcomm’s Mirasol screen which
offers long battery power and visibility
even in bright sunlight — they too will
be able to deliver the hybrid print/
digital experience.
Tablets also represent an opportunity
for the book publishing industry
because they are more versatile and
deliver a superior overall experience
than most current e-readers. A tablet
version of a book could effectively
mimic the paper book reading experi-
ence, while also offering interactive,
multimedia, hyperlinked functionality.
One can envision creative revenue
streams through online books including
the kinds of product placements now
seen in most Hollywood movies. Tablet-
based books, therefore, also offer
publishers the opportunity to tap into
the three primary revenue streams of
the next generation of publishing.

Tableta Rasa 9
Next Steps for Newspapers
For newspapers and magazines to catch this last train to profitability —
the richer revenue streams of hybrid print/digital products —
they should take the following steps.
Differentiate your product
Creating a profitable tablet edition
means differentiating it clearly from
the free online product. This could be
achieved by reducing the depth of
online content and restricting new
advertising formats. Because online
is free, readers should get what they
pay for. It is likely that newspapers
will need to discontinue their current
efforts to offer formatted pdf-type
editions and newspapers, as these will
continue to be barriers to moving
readers to the more profitable platform
of tablet editions. Newspapers must
beware of the “good enough” free
option. If consumers feel they’re getting
most of what they need for free, they
will not be incented to move to more
profitable platforms. (See Figure 3.)
Develop innovative and engaging
applications
Get involved in application develop-
ment to create a new way of designing
and delivering digital content that
10 Tableta Rasa
builds on the power of the print
experience. Apple’s software developer
kit (SDK) for the iPad is already available
and SDKs for other platforms will soon
follow.
Involve your readers in the evolution
of tablet newspapers
The kind of interactive, ongoing
relationships possible through tablet
editions of newspapers offer companies
the opportunity to involve them in
this exciting wave of publishing. Invite
your readers to help develop innovative
applications, new kinds of content and
additional features. This kind of closer
involvement can lead to increased
loyalty, willingness to pay and better
product development.
Lower the device barrier to entry
Tablets like the iPad are currently at
a price point beyond many younger
readers in particular. Although the price
is likely to come down, subsidizing your
readers’ purchase of a tablet is likely
to be a necessary part of the bargain —
something that telecommunications
companies have done for many years
with mobile phones. Leveraging that
business model offers a big advantage:
consumers locked into multi-year
contracts.
Move quickly
No revolutionary development like a
tablet newspaper comes without risk.
Many companies have legitimate
concerns about moving into this next
phase of newspaper publishing. What
if newspapers bet big on tablets, only
to find that others don’t follow and
decide to continue to launch free apps?
We believe, however, that there is a
first-mover advantage right now in the
tablet space. The current financial state
of newspapers means that competitors
are likely to follow, as they cannot
afford not to. The mistakes made with
the first online wave are still fresh in
every newspaper’s memory.
Figure 3
The print and digital experiences: Creating a “best of both worlds” tablet newspaper

Books Close to printed

user experience,
however limited
revenue sources
(readers)

Books & e-Ink

Pockets Reader

Print Digital

Newspapers Close to printed Close to online

user experience, experience with
but with three low reader willingness
revenue sources to pay = free

Printed
Paper
Preferred
State:
Best of
* iPad Risky
State:
Expansion
Online

both worlds of online

product product

Print Digital

Tableta Rasa 11
Conclusion
A new era for newspapers

Tablet computers are a significant opportunity for the newspaper and

magazine industry.
By building on, but also enhancing, a
familiar user experience of print media,
companies have a chance to catch
the last profitability train leaving the
station. The competitive advantage of
a tablet-based newspaper is based not
just on what to consume, but how it’s
consumed. If newspapers demonstrate
their ability to draw devoted and loyal
readers, advertisers are sure to follow.
But only time will tell.
Executing a tablet strategy is not
without some risks. But the greater
risk is likely to be waiting too long to
take advantage of what may be the
last major opportunity for newspaper
and magazine publishers to transform
their prospects and achieve high
performance in the digital age.
Contact us For more information about Accenture’s
For more information on how Accenture Media & Entertainment industry
can help your company achieve practice go to: www.accenture.com/
high performance by enhancing your mediaandentertainment
customers’ content experience and
improving your publishing revenue
streams please contact:
Fredrik Lindros
Accenture Strategy
Media & Entertainment
fredrik.lindros@accenture.com
+46 8 451 3599
Hans Skruvfors
Accenture Strategy
Media & Entertainment
hans.skruvfors@accenture.com
+46 8 451 3883
Niclas Poldahl
Accenture Media & Entertainment Lead
Nordic Region
niclas.poldahl@accenture.com
+46 8 451 3564

12 Tableta Rasa
1. eMarketer, March 2010. “Paid
E-Publishing Content: Books, Newspapers
and Magazines,” by Paul Verna.
2. Source: Harris Interactive commissioned
by paidContent: UK, September 20, 2009.
3. “Understanding the Participatory News
Consumer: How Internet and Cell Phone
Users Have Turned News into a Social
Experience,” March 1, 2010, Pew Internet
& American Life Project and Pew Project
for Excellence in Journalism.
4. “Screen Reading and Print Reading,”
by Mark Bauerlein <http://chronicle.com/
blogAuthor/Brainstorm/3/Mark-
Bauerlein/77/> , The Chronicle of Higher
Education, October 21, 2009.
Copyright © 2010 Accenture
All rights reserved.
Accenture, its logo, and
High Performance Delivered
are trademarks of Accenture.
5. “When Advertising Works” Yankelovich,
June 2008.
6. http://www.accenture.com/Global/
Research_and_Insights/Outlook/Journal/
Feb2010/digitalrevenues.htm
7. Yankee Group, “Forecasting the U.S.
Mobile App Gold Rush,” September 2009.
8. “Can mobile save print publishers?”
by Benedict Evans, Enders Analysis,
February 2010.
9. “HBS Cases: iPads, Kindles, and the
Close of a Chapter in Book Publishing,” by
Julia Hanna. Q&A with Peter Olson, April 5,
2010, Harvard Business School Working
Knowledge.
10. Source: http://www.apple.com/ipad/
apps-for-ipad/popular-science/
11. To see an online demo of the Bonnier
tablet design, go to:
http://www.youtube.com/watch?v=
iAZCr6canvw
Another demonstration of the possibilities
of tablet editions comes from Wired
magazine, in association with Adobe.
That demo can be seen at:
http://www.youtube.com/watch?v=
T0D4avXwMmM
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