Apple, that is, Steve Jobs, is a genius for building PR expectations and is doing so again with its expected, much-anticipated announcement of a tablet computer. We don't like to be part of ethereal hype, but this can be important to PR.
Jobs is said to be thinking of doing for newspapers and magazines what the iPod did for the music industry. Apple's tablet, says The Wall Street Journal, could give periodicals a new lease on life.
The Wall Street Journal reports Apple sees the tablet as a media content middleman, just as it became with recorded music.
"In developing the device," says The Wall Steet Journal, "Apple focused on the role the gadget could play in homes and in classrooms, say people familiar with the situation. The company envisions that the tablet can be shared by multiple family members to read news and check e-mail in homes, these people say."
"For classrooms, Apple has been exploring electronic-textbook technology. Apple also has been looking at how content from newspapers and magazines can be presented differently on the tablet, according to the people familiar with the situation. Other people briefed on the device say the tablet will come with a virtual keyboard."
Apple has been talking with publishers about how they can all work together as to a payment method.
The New York Times Chairman Arthur Sulzberger has issued only a message to "stay tuned" for developments regarding Apple's pending tablet.
With newspaper and magazine revenue withering away under the influence of social media, here's a new device that maybe can lift spirits greatly in newsrooms and publishing offices. Now, we'll be listening with heightened anticipation as Apple makes its likely tablet announcement next week.
You've got to admire Steve for PR/marketing smarts -- and a sense of great opportunities.
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