bluesyemre

• By the time Apple released the iPad in April of 2010, just four months after Steve Jobs first announced his “magical and revolutionary” new machines in San Francisco, traditional publishers had been overtaken by a collective delusion. They believed that mobile computers with large, colorful screens, such as the iPad, iPhone, and similar devices using Google’s Android software, would allow them to unwind their unhappy histories with the Internet. For publishers whose businesses evolved during the long day of print newspapers and magazines, the expansion of the Internet was tremendously disorienting. The Internet taught readers they might read stories whenever they liked without charge, and it offered companies more efficient ways to advertise. Both parties spent less.Tablets and smart phones seemed to promise a return to simpler days. Digital replicas of print newspapers and magazines (which could be read inside Web browsers or proprietary software like Adobe PDF readers) had never been popular with readers; but publishers reasoned that replicas were unpleasant to read on desktop computers and laptops.

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