We’ve Got a Website — Why Do We Need an App?
Publishers
May 2, 2025
It’s a fair question — and the right one.
Back in the 1990s, many organisations rushed to build websites simply because everyone else was doing it. That was never a good enough reason. The same applies now with apps: if your only reason for building one is because someone else has, then stop.
But if you’re a publisher who wants to build sustainable digital revenue and deepen direct relationships with your audience, then the strategic case for having your own app is increasingly urgent.
Big Tech Is Watching — and Learning
Let’s not be naive: tech giants are not neutral platforms. They don’t just distribute your content — they learn from it. Every click, every listen, every page turn helps them understand what readers and listeners want. Then they use that data to serve those same users their own AI-generated content.
When publishers rely exclusively on Amazon, Audible, or Apple to distribute their digital work, they’re not just giving away margin — they’re surrendering the customer relationship.
If you want to stay in control of your business, an app is your strongest strategic asset.
So Why Might You Want an App?
1. Direct Sales, Direct Relationships
If you’re happy to let Amazon and Audible own your customer base — and take their cut — then you may not need an app.
But if you’re building your own mailing list, growing through social media, or launching new books directly to your audience, you need a way to deliver ebooks or audiobooks yourself. Your readers will expect a smooth, high-quality experience — and that means a proper digital reading or listening environment.
An app enables:
Direct delivery of content
In-app purchases or subscriptions
Reader-friendly interfaces that meet modern expectations
And crucially, you keep a greater share of revenue and build your list, not Amazon’s.
2. Keep Control of Your Content
Offering downloads from your website might sound simple, but distributing raw EPUBs or PDFs opens the door to piracy — even if unintentionally. A well-meaning fan can easily share your book with a friend... and that’s the end of your customer relationship (and revenue).
A branded app protects your intellectual property while giving customers the convenience they expect.
3. Know Your Readers — and What They Want Next
Apps offer more than just content delivery — they provide insight. You’ll see what readers engage with, how they consume your content, and where they drop off.
This kind of data allows you to:
Offer better recommendations
Tailor future products and formats
Develop add-ons like exclusive interviews or discussion groups
You get a feedback loop — not just a sales receipt.
4. Own the Brand Experience
A white-label app means:
Your icon on their home screen
Your brand, unfiltered
Your messaging, delivered directly
Push notifications outperform email and social in both open and engagement rates. Used wisely, they help you stay top-of-mind and top-of-thumb.
5. Community and Connection
Books don’t have to be solitary. Apps are a natural hub for community:
Reader discussion forums
Author Q&A events
Content bundles and loyalty programmes
When readers feel part of something bigger, they’re more likely to return — and to buy again.
6. Technical & Legal Compliance — Handled
Eden Interactive is a member of EDRLab, a network of leading digital publishing organisations. This partnership ensures your content delivery stays on the cutting edge of industry standards — including compliance with the European Accessibility Act, which will soon be mandatory across the EU.
If you're relying on static PDFs or basic file downloads, you risk falling short.
7. Go Beyond the Browser
Websites are good. Apps are powerful.
Apps can use native device functionality — cameras, location services, offline storage — to offer rich, immersive experiences that a mobile site simply can’t match.
That’s especially relevant for global or multilingual audiences:
Apps support offline reading/listening
They work better in low-bandwidth regions
They enable localisation and accessibility in ways a browser often can’t
So, Do You Need an App?
Only if you want:
To build long-term digital revenue
To know and serve your readers directly
To protect your IP and grow your brand
To create value beyond the book
The web will always be important. But for publishers looking to future-proof their business, apps aren’t just nice to have — they’re increasingly essential.
