Elizabeth Christian & Associates Public Relations Blog

The iPad and the Future of Publishing

After McGraw-Hill CEO Terry McGraw spilled the beans about the “Apple tablet” on live TV a few weeks ago, the iPad was unveiled to much fanfare, but with mixed reviews. (Apple CEO Steve Jobs then reportedly barred McGraw-Hill from participating in the official launch of the iPad the next day.)

The big question is: How will tablets like the iPad and proposed models by Archos, Hewlett-Packard and IBM change the publishing landscape?

One of the biggest draws of the iPad so far, from a reader’s standpoint, is the opportunity for newspapers to offer more interactive versions of their publications. Although The New York Times' app has been the flagship newspaper app for the iPad, software developers have already been working on similar programs for other dailies.

A funny story about reading the paper on a computer: For a while, I subscribed to my hometown daily’s PDF edition. An e-mail would be sent around the time that I now get the paper on my driveway with a link to download it. I’d lie in the comfort of my bed and scroll around a PDF of that day’s issue. But guess what? Even on my very portable 10.2-inch screen netbook (it actually fits in the side pocket of some old cargo pants) it never felt right.

Another interesting potential for the iPad is that print material using charts and other such graphic aids can be more easily viewed and with higher resolution due to the high-definition color display. The Kindle, for example, does not currently offer a color option. 

Overall however, in my opinion, the iPad is coming across as nothing more than an oversized iPhone. It would actually stand to reason that the iPhone has a slight edge over this tablet as it also makes phone calls. I’m hoping that some developer eager to unleash their programming skills will come along and make some great apps for the iPad. Otherwise, it will continue to be nothing more than an oversized iPhone/object of desire for Apple geeks.

The iPad and other tablets will serve their purpose and developers both large and small will get a piece of the pie, but for now we gadget nerds will settle for speculating whether the iPad will be the next iPod or the next Newton.

Making a List and Checking it Twice

Even if the Farmer’s Almanac isn’t foolproof, I recommend considering it before planning a big event. Just as any careful bride prepares for her big day, a public relations professional ought to consider probable elements, such as weather patterns, when it comes to event planning. In fact, a snow storm in July shouldn’t faze the best of the best—because they always expect the unexpected.

History shows us that at any given time the temperature is most likely warmer in the South and colder in the northern part of the United States, but sunny skies are about as predictable as guessing who will be our next American Idol. For example, the people who booked Miami to host the Super Bowl probably chose to hold it there rather than Alaska for obvious reasons, and I can assure you they hoped for clear skies. With just a few days until kickoff, and a potential for rain in the forecast*, I’m certain that the Super Bowl committee has already planned for every circumstance.

As I thought about the Colts, the Saints and the possibility of rain showers, I made a mental list of things I should consider when planning an event. In preparing this list, I was reminded that we shouldn’t always expect the best possible scenario for our client events and family picnics. And, a contingency plan should be readily available for last minute mishaps.

Common “emergencies” include more than just weather problems, and can range from overcrowded rooms to too little food on the buffet line. So, before you invite your guests, make sure you’ve repeatedly run through a checklist that includes everything from hiring an appropriate number of security guards to keeping the typos off your branded party favors. And don’t forget to double check details on the invites before they are printed!

Do yourself a few favors. Don’t try to do everything on your own. If possible, form a team, create a plan, develop a backup plan and talk through any potential problems. If statistics scare you—watch out! The most common mistake in event planning is trying to throw together a fabulous event in too little time. And lastly, learn from your mistakes. One can hope that this year we won’t see another wardrobe malfunction on Super Bowl Sunday!

*As I prepared to post this, I noticed the forecast for this weekend in Miami has already changed. What a great reminder on how quickly we must adapt! For the sake of the game, I hope the chance of rain remains low.

-Jennie Whitaker