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McGraw-Hill leverages mobile platform to sell business booksBy
McGraw-Hill is leveraging the iPhone platform to deliver its series of business books to mobile users.
The partnership with ScrollMotion will see McGraw-Hill’s library of books translated to premium iPhone applications as the books are published. The books cover information on all aspects of business, such as career development, management, entrepreneurship and finance.
“Our philosophy is to make our renowned content available to our customers in all appropriate formats around the world – so they can get the information they need when and where they need it,” said Philip Ruppel, president of McGraw-Hill Professional, New York.
“Mobile devices like the iPhone are becoming an increasingly popular way to read books, so supporting this channel is a natural extension of our approach,” he said
McGraw-Hill Professional is a unit of McGraw-Hill Education, which is a division of The McGraw-Hill Companies and a worldwide information service provider.
The first McGraw-Hill titles are now available in App Store.
These titles include best-sellers, such as William J. O’Neil’s “How to Make Money in Stocks” and “Leadership in the Era of Economic Uncertainty” by Ram Charan.
McGraw-Hill plans to add more than 600 interactive titles by the end of 2009.
The company is not stopping at mobile business books. Other books McGraw-Hill plans to release on mobile cover subjects such as medical, engineering, computing and education.
Mr. Ruppel said that McGraw-Hill has a range of initiatives targeting a number of professional users, including students, doctors and business managers.
“The initial focus of the ScrollMotion relationship is to make many of our core business titles available to business professionals on the go,” Mr. Ruppel said.¬
The books are not ad-supported and will be priced in correspondence with the print versions.
Mr. Ruppel said that McGraw-Hill integrates mobile advertising into its overall advertising plans.
For example, when the company announces the launch of a new title, it alerts the community that it is available in several forms, including print, online and mobile.
The company is also working closely with ScrollMotion to ensure that consumers know that the book they need is just a click away.
Last September, McGraw-Hill brought Zollinger’s Atlas of Surgical Operations to Apple’s iPhone and iPod touch.
The general surgery atlas Zollinger’s offers step-by-step details for abdominal, gastrointestinal, vascular and hepatopancreaticobiliary operations. This surgical reference application is designed to provide busy medical students, residents and surgeons with instant mobile access to the knowledge they need (see story).
Mr. Ruppel said that mobile is a good fit for McGraw-Hill because many of its professional customers have mobile devices and now they are reachable at home, the office or on the road.
“Mobile provides another broad distribution channel for the McGraw-Hill brand,” Mr. Ruppel said. “Mobile provides a significant opportunity to reach more people.
“Adding mobile to our robust print and digital channels helps us solve the challenge of providing professional customers content solutions when and where they need them,” he said.
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