Digital publishing success is no longer just about old media adjusting to the digital future. Big media brands-whether they have a print legacy or a digital-only history-are learning that most readers are not coming through the "front door" anymore, and they must adapt to a social future where aggregators and curators are guarding the door or be left behind.
Ed Keating is VP of the Content Division of the Software & Information Industry Association (www.siia.net), a Washington D.C.-based trade association that promotes, informs, and protects the software and digital content industries.