Spending for Digital Edition Technology

Here’s a money quote from Tad Smith, CEO of Reed:

To me, a dollar today spent on site engineering is better than one
spent on building editorial content. This may seem counterintuitive,
but there’s too much focus on content. What you need is content that is
more easily found and, when found, more enjoyable to read. That is all
about engineering.

There’s a simple lesson to be learned from this quote and a deeper one, as well. On the surface, it accurately depicts what most publishers are figuring out – great content is a MUST, but it’s not the only "must." Great technology is necessary to find readers and keep them captivated.

But the question needs to go a bit deeper, too. Who says one dollar is enough for engineering or that two dollars is too much? The digital edition marketplace is currently being flooded with new companies offering products that are as much as 85% less than the market leaders. These products – without exception – are lacking the engineering necessary to make your content be more easily found and, when found, more enjoyable to read.

In nearly all products, there is a natural economy which flows – people know they can get a decent Kia for 15k, a nice Toyota for 20k or a gorgeous Lexus for 40k. But would you even consider walking onto a car lot advertising vehicles for 3k? Of course not, and for very good reason. Your safety and the reliability of the vehicle are simply too critical to risk on something so obviously lacking in design and sophistication.

Digital editions – and frankly most everything else – work the same way. There’s a range of expenditure where the buyer is likely to find him or herself. Move too high, and you’re probably paying too much, but move too low, and you’re certainly giving up features critical for a successful endeavor.

BtoB link, via Dan Blank