Who's in Charge on E-Readers?

Everybody’s buzzing about the iPad and e-readers. Specifically, the anticipated impact of the new devices on publishers’ pricing models and consumer behavior. Who will pay for what? What device will win? Who will control the pricing model? Is the reader experience going to be 'lean forward' interactive or 'lean-back' print-like?

Interesting questions all, but I find myself even more intrigued in seeing who the publishers are entrusting to run their new e-reader initiatives and, by association, how they perceive these businesses. Judging by the decisions to date, there’s no consensus but a lot of activity. Some publishers envision e-readers as an extension of the print experience, and are putting them under the gaze of their most seasoned publishing general managers. Others see this primarily as a subscription-based business opportunity and are letting the model rule, creating separate e-reader divisions under the leadership of their most senior circulation and consumer marketing executives. Still others are looking at this as fundamentally new, recruiting leadership from the interactive agency community supported by functional teams with experience developing and building consumer electronics products and engaging user experience. Or, in the case of the booksellers, recruiting online media company execs who can bring in publishing partners. Full disclosure, I’ve recruited one exec to lead a venture that includes management of e-reader initiatives. The role came with a broader mandate around the business' online content ecosystem (my favorite over-used buzzword), and since the project is nascent and can morph in multiple directions, the person was chosen for versatility with digital media models and products.

No answer yet, just opportunities. Or challenges, depending on which half of the glass you’re holding.

- Comments? Cara@NewCoordinates.com