Andy Petroski of Digital Delivery

What are the benefits of digital delivery for newspapers, magazines, books and other publications?

AP: Up-to-date information is probably the biggest benefit. At the rate information changes and the pace of life/business in general, anything that needs to "go to print" has a high probability of being out of date by the time of "consumption." Other benefits include potential for reduced costs, reduced equipment needs and reduced energy consumption and waste.

What are the drawbacks?

AP: A major drawback in my mind is that you are no longer "in front" of the reader. A print piece can sit on the coffee table, the night stand, etc. ... waiting to be read. Digital information delivery requires fighting through the clutter of other digital information that's delivered to the e-mail inbox, RSS reader or content aggregator ... or requires the reader to go out and get it.

Digital delivery also requires a different content and business model. And, that model is still evolving with new generations of technology, software and devices. Those who want success with new delivery mediums really need to think of them as tools for changing the content and the way that readers interact with that content (and the publisher) vs. just an alternative delivery mechanism for the same old thing.

What are the benefits of digital delivery for readers?

AP: Just-in-time access, bookmarking, sharing with others, only paying for what you want/need, subscribing for content relevant to your interests/needs and multimedia content are some of the benefits of digital delivery for readers.

What are the drawbacks?

AP: Managing the information that comes to you is a drawback. You can become overwhelmed with managing all of the digital resources for which you're subscribed.

Do you think there will come a point when many newspapers and magazines will have to switch totally to digital delivery to survive, as they would avoid the substantial costs for printing and delivery?

AP: Printing and delivery costs will be a factor as will consumer demand. I don't know many people my age (late 30s) or younger who read a paper. Or, at least read it regularly. I think content ownership, advertising tracking and accountability and on-screen readability are technology, process and people issues that need to mature before totally online/digital delivery completely replaces print. But, I do see in the near future where print newspapers, magazines will be "lead-ins" to stories that can be found online. This will enable the newspaper and magazines to print editions with less physical volume, but just as much (or more) content.

Many people say iPad and Kindle are the two dominant e-reader models now. Do you agree, and if so, do you see that continuing? Some also have said that iPad is more amenable to newspapers and magazines and Kindle to books. Your thoughts?

AP: I'm not sure of the sales numbers, but the Kindle is the most well known e-reader. The iPad has only been out for a couple of weeks, but it is poised to be a leading e-reader. I haven't read a lot on either of these devices. I still do most of my reading on the computer screen. Of the two, the iPad seems the more attractive option for me. I like the screen size, color display and the ability to use a variety of e-book formats (as long as they're not flash based or Kindle). The iPad can also be a multi-function device (e-reader, mobile computer, game device, etc.) The Kindle is just to read Kindle books ... and some documents that you can e-mail to your Kindle (I tried that once and it showed up on the device about two weeks after I emailed it.)

Is this nation at the starting point of digital delivery/e-readers, in the middle of it or at a sophisticated stage? Do there have to be any important technological advances for this trend to grow?

AP: We're definitely at the starting point. I would say we're crawling. We haven't even tried to stand up on two legs yet. Actually, I think the biggest obstacles are a ubiquitous format and distribution rights. Until it can be easy for the publishers and the consumers to manage all of the options and for someone to make money from the publication, I think growth will be slow. Technology advances are also needed ... better lit devices for reading for long periods of time, easier ways to bookmark, easier ways to annotate and share, easier ways of mass distributing, compatibility with all kinds of publishing mediums and devices that are more natural are needed.

When all college books are available through e-book and can be accessed via any reader and can be easily purchased by the students ... then we'll be walking.

When books on "innovation" are released in e-book format as well as hardback, then we'll be walking without stumbling.

Is there anything else you'd like to say about digital delivery and e-readers?

AP: Flexible displays could have a huge impact on the industry. There are displays in research/testing that could eventually enable you to fold them like a newspaper or magazine. Technology that mimics the "feel" of a newspaper or magazine but can display digital content has the potential to truly convert the masses.

(This is Andy's second time around for us. He's director and assistant professor of learning technologies at Harrisburg University. He leads the annual Learning and Entertainment Evolution Forum (national conference on blending of games, simulations and impact learning) and the Educators' Technology Clinics (attracts about 150 educators throughout the summer). He has more 13 years of e-learning design and development experience in multimedia production firms, independent consulting, corporate learning and education.)