"There's an app for that."

Thanks to Apple, that catchphrase has become part of our vernacular.

In the custom publishing world, having an “app for that” is also becoming a part of the everyday language we use with our clients.

DMOs and state tourism offices understand that digital versions provide an inexpensive yet effective fulfillment option. Adding a tablet version to a DMO's roster of mobile and digital products offers readers/visitors another easy way to access information about a particular destination.

In the North Carolina Travel Guide, for example, we can take the articles and photography for the print version and present them in a new way in the iPad app. A variety of enhancements such as slide shows, photo panning, audio and video make the tablet version come alive for readers. It also provides another avenue for advertiser sponsorship.

Take a look at the free 2011 North Carolina Travel Guide app at http://itunes.apple.com/us/app/north-carolina-travel/id449000931?ls=1&mt=8, and you'll see what I mean.

As a custom publisher, we continually evaluate the digital space to present our clients with clear solutions that not only reach audiences but engage them and make a lasting impression.

Here are some compelling statistics that might make you consider investing in a tablet version of your annual publication:

• 82% of digital readers find interactive magazines to be more engaging.

• 51% of consumers between 18-34 are reading magazines electronically.

• 75% of consumers feel that digital content complements print.

• 58% of tablet and e-reader users report reading more digital content then they ever thought they would.

• Tablet and e-reader owners spend 50% more time reading magazines compared to the total sample.

• 35% of iPad owners say they “enjoy viewing ads” on their iPad.

• 86% of iPad owners would be willing to see an ad in return for free access to content, including articles from magazines and newspapers.

• More than half (54%) of U.S. consumers expect to purchase an e-reader or tablet within the next three years.

Susan Chappell
VP/Travel Publishing
Journal Communications Inc.