What’s the best way for brands and publishers to do digital publishing for their audiences? We’ve talked about this before, but it’s so crucial that it’s worth mentioning again. Fact. More and more people are using smartphones and tablets NOW to access content. Fact. Mobile devices will be or are already the primary devices for accessing content in the future. We don’t have to look into a crystal ball to predict that; it’s already happening, with people moving from screen to screen and checking things out on mobile devices late into the night. The question is: what do content providers, marketers and the brands they represent do about it?

And the answer: if your core audience has gone mobile, so must you – you have to deliver content in the way that works best for your readers. It sounds simple enough, but it isn’t because content producers have a choice to make between using a native app or a web app for content delivery. Don’t be confused by the terminology. A native app is simply an app that is downloaded to a mobile device, that runs on a particular mobile operating system (such as Android, iOs or Windows Phone), and is specifically designed to work with the features and functionality on that device. Generally, most users will pick up a native app in an app store. In contrast, a web app uses the latest web technologies to mimic the functionality of an app. Most people can’t tell the difference, but if you want to really understand it, check out this article from NNGroup. Which should you choose? Here are some of the advantages of each kind of app.
Digital Publishing - Native or Web?
Traditional 'InDesign' vendors push you to a native app. Your marketing team pushes you to the Web. What is the best way forward?
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