Tag and the Digitization of Publishing

Rachel Tamigniaux
Tuesday, May 03, 2011 at 11:00 AM

With the rising popularity of e-readers, multipurpose tablets, smartphones, and other digital devices, the future of the printed word is looking distinctly digital. And the publishing industry is getting on board with Microsoft Tag, among other technologies – no wonder since Tag is known for providing a new and unique way to link the worlds of print and online. To help visualize how the publishing industry is shifting, check out the infographic below, one of two that PSFK recently highlighted (click to enlarge):


Publishing Infographic


Here are some highlights from the infographic:


  • 15 to 20 percent of people in developed countries will have adopted tablets or e-readers by 2015.
  • In the United States, 3 percent of the population used tablets or e-readers in 2010, but we’re projected to jump to 8 percent by next year.
  • We might be a little hesitant compared to Korea (which also started at 3 percent in 2010 but is projected to jump to 11 percent next year). But compared to France (which started out at 1 percent in 2010 and is only projected to jump to 4 percent in 2012), Americans really like their digital devices.
  • Tablet and e-reader users are more likely be men than women, are likely to earn a better than average living, and tend to be in their 20s and early 30s.
  • The most-shared barrier to e-book adoption is that people just aren't willing to abandon that "paper experience."
  • Other barriers include the price of the devices, eye fatigue, simply never thinking about switching to digital, and overly complex or fragile devices.
  • Interestingly, adoption rates show that readers out there are switching to digital rather quickly by the media industry’s standards, and that these rates are expected to quadruple or even quintuple over just five years. Go back and read that again, because that’s amazing.


Another thing that’s worth noting is that the publishing industry will not benefit from this adoption of digital print formats without a fundamental and essential evolution into this new media. Tag has managed to achieve this goal of engaging readers, making print interactive, and bringing the online world down to earth.


Tag can also help publishers make the necessary jump online. By using Tag in articles, books, promotional material, and advertisements, Tag can link readers to breaking news or relevant information, online tools, websites promoting the latest releases, or even book-signing events. Tag also saves publishers space (and money), and at the same time gives you access to analytics that help to track and better understand readership.


While digital media looks like it might soon completely steal the show, for now it’s still in its infancy. Tag connects readers to the new, digital media without leaving fundamental print media behind. Do you think digital and real-world media can coexist? Leave us a comment below or on Tag’s Facebook or Twitter pages, and set the record straight.


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