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Young Adult | Generation Y marketing
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Youth are our world (and markets) tomorrow...

October 2006

Ray Bradbury asked booksellers at the SoCal Booksellers Association conference how many of the more than 100 booksellers in attendance had read his books in high school and college. Every hand went up. “God bless you. You’re all my children.”

What a perfect analogy of why the youth market is so important! Youth of today are forming their ideas for their leadership positions of tomorrow. Our legacy is how we prepare our youth for their time.

Targeted YA marketing is drawing lots of interest. “It’s all about MySpace and the Web,” said Amanda Barillas from Vroman’s Bookstore in Pasadena.

Adobe has also noticed the youth trends: "We’re reaching the tipping point. Young consumers expect everything to be in digital form."

Adobe is releasing a beta version of Adobe Digital Editions, its new application for reading and managing digital publications. Adobe claims the new software—described as an improvement to the Adobe e-book reader--offers an answer to the confusing proliferation of e-book formats. The application offers flexible DRM, with a new user I.D.-based protection system. Upgraded authoring tools that Adobe said will provide improved digital publishing functionality and will support advertising will come later.

Digital Editions is a relatively small application (2.5MB), designed for fast downloads, and it updates automatically when the user goes online. Digital Editions reads PDF documents and eventually will offer what McCoy called "social computing,"--shared reading lists and other kinds of interactive personal networking. The initial public beta works with Windows; future versions will be released for the Mac and for Linux. Downloaded Digital Editions content can be viewed on- or offline, and can be in PDF, Flash or XHTML.

McCoy noted that Adobe Digital Editions is being released as e-book demand is building among consumers and in the library, educational and professional markets. "Digital distribution is rising with the use of RSS feeds and more mobile devices," he said. "We’re reaching the tipping point. Young consumers expect everything to be in digital form."