Rebecca McPheters, the president of audience-development consultant McPheters & Co., is doing global tracking and evaluation of more than 800 media-related apps with her company's iMonitor system.
Media Business: How will e-readers affect audience development?
We believe that in five years, device readership will account for more than half of most audiences for brands rooted in print. [Building a market with an iPad app] is hard, and no one has yet hit on the perfect solution. Cutting through the clutter of 40,000 other apps is hard. There is a real need for a newsstand on the Apple App Store. We are seeing a significant trend in publishers utilizing apps for other titles and from other owners to advertise their own apps.
MB: What should audience developers be looking and asking for from the app design team?
Good design, great functionality and as much rich media as possible to elevate the consumer experience. We're seeing that a lot of apps don't work well, and most [though generally not those from top-tier publishers] are still straight PDFs.