If tablet devices are overtaking desktop computers, there’s no shortage of tablet publishing tools to help media teams deliver their content to the masses. From Woodwing to QuarkXpress, mobile device-specific publishing has expanded since the words iPad were uttered. Now Atex, which offers software solutions for media-rich industries, has released its tablet publishing solution.

More Mobile, Fewer Excuses

Atex Tablet Publishing is designed to help media companies produce attractive tablet editions of their publications without expanding budgets, staff or time. By combining app navigation functionalities with which we’ve all become familiar with a user experience developed using HTML 5, Atex Tablet Publishing provides media companies with the ability to create editions with many dynamic and interactive features necessary to engage end users, across a variety of platforms, including the iPad and Android-based devices.

With strong indications that mobile devices aren’t going away, media companies are no longer able to justify ignoring mobile or the opportunity to customize their content across multiple platforms -- web, smartphone and tablet devices. Consider, as well, that Atex Tablet Publishing integrates with existing editorial infrastructures and supports layout-driven workflows with basic WYSIWYG editing, companies have even more incentive for delivering multi-purpose content.

Tablet Publishing + Strategy = Meaningful Engagement

Yet, before you decide if you intend to use a tablet publishing tool to enrich your brand across print, digital and mobile media, or if you want it to help you provide a more personalized experience for readers, subscribers and advertisers, Atex has a few insights to share. A recent post on the Atex Blog reported that engaging readers via tablet device isn’t as easy as incorporating interactive widgets and video. Keegan Skidmore writes:

Recently, Bonnier Corp. and the media agency CP+B tracked how readers engage magazines on the Web and on the iPad. What they found was that, when given an iPad edition of a magazine, readers really don’t stay that engaged. They might read some articles, but they also click on the links, surf the Web, play games, check email and generally take advantage of everything the iPad offers as a media device.

What does this mean for publishers? Well, depending on the industry news outlets you read, the impact could be vastly different."

Being able to reach readers across multiple platforms doesn't just mean presenting content in ways that are easy to read. It means presenting content so that readers are sufficiently engaged in a meaningful way. Having the right tools to design a mobile edition of your magazine is just half the battle. Using it so that you are maximizing resources to meet the needs of your readers is the other.