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Content Strategy by Noz Urbina, Rahel Anne Bailie

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The Risks of Binding Content to Format

Some formats, such as Amazon’s .azw and Apple’s .ibook, have specific visual layouts and formatting built in. Using such formats creates long-term risks. The device your audience uses may change after a publication has been released. It’s the Betamax vs VHS format war of the 1970s all over again. Choosing any side in a format war can be costly.

In the American Economic Association’s Journal of Economic Perspectives[Besen, 1994], Stanley M. Besen and Joseph Farrell state that several properties of what are called network markets – markets where users want to buy products compatible with products bought by others – distinguish those markets from more conventional ones and affect the strategies that ...

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