This post was originally published on Bow & Arrow from PJA (my employer) on February 3, 2011.

The New York Times recently published an article about how apps and web services are enabling consumers to customize how they read their online content. From apps like Flipboard and Pulse to services like Readability and Instapaper, users are increasingly demanding to consume content whenever, wherever and however they want.

When Apple introduced the iPad a year ago, many print publishers saw it as a panacea for their dwindling readership. By creating digital editions, they hoped to recapture some of the eyeballs lost to aggregators and RSS feeds. One of the pioneering publication apps was the WIRED Magazine iPad app. Because of its novelty, its debut issue sold 73,000 digital copies in nine days, almost as much as on newsstands. There is a clear desire from users to read magazines on their tablets.

What that first generation of attempts miss though, is they are trying to replicate 20th century print experience on a 21st century device. The magazine apps feel very one way. But the iPad is an Internet-connected device and users on the Internet demand more interactive experiences. They want to copy and paste passages to put on their blogs. They want to share articles via Facebook and Twitter. Using Adobe’s Digital Magazine Solution, Condé Nast is starting to address some of these issues.