Associations face considerable challenges in reaching members and marketers with the right message through the right vehicle. The Internet has had a profound impact on all of us over the last 10 years, but now touch-screen devices have created a tipping point leading us into a new way to consume information and communicate with our customers.

The smart phone, Apple iPad, Hewlett-Packard Slate, BlackBerry Playbook, Barnes & Noble Color Nook, and Samsung Galaxy are just a few of the stunning new full-color devices available to consumers. For marketers they represent new opportunities to promote products and services in a more immersive,  engaging environment unattainable until now.

Just think back 3 years ago to a typical day. You’re riding in a plane, train, or car or sitting at home, flipping through the current issue of Monitor on Psychology. Or, maybe you’re surfing APA.org on your laptop or desktop computer. You click on an interesting article in gradPSYCH or search for a job on PsycCareers; one click and the web takes you there. When you’re done with your day’s work, maybe you want to watch a movie, so you switch on the television and relax for the evening. In total you used three types of media — print, web, and television.

Fast forward to today. You pick up your smart phone or your tablet device while you’re riding in a plane, train, or car or sitting at home. You flip through the digital edition of an issue of Monitor on Psychology or gradPsych. Clicking on a photo in an article activates a video or audio segment discussing the subject matter. In that same article, there is a chart — one click and more detailed information is displayed on the finding. The ad next to the article alerts you to a new psychological test, CE program, or billing software. One click and your request for additional information is sent to the advertiser. As you’re reading you notice an interesting job in the classified section. Again, one click on the job and a new screen pops up with the employer’s website, where you can apply. When you’re done with your day’s work maybe you want to listen to some music or watch a movie, so you click over to Hulu, iTunes, Net Flicks, Direct TV, XM, or any one of the digital media services . In total you used one device delivering one rich media experience.

You may ask “what is the difference other than some new tech toy?” I say there is no comparison. Think about it: Users are totally immersed in the digital environment. They are not jumping from one delivery system to another. Once users power up their device, all types of media can be presented to them: text, audio, video, surveys, games, social networking, distance learning, and specialized applications (Apps) are all available. The lines between editorial, advertising, social interaction, and entertainment blur into one compelling experience. It’s up to us, the creators of the content, to make it interesting, compelling, and enjoyable for the user. And, with that good experience comes the openness for commerce to occur. If you are selling websites, you can show users sample sites and have a video on good design. If you have a test preparation business, feature testimonials from successful past customers. If you have a practice management software package, do a demonstration that runs on the device and show users how they can remotely run their business. Digital technology makes all this possible.

What does this mean for your ads in APA products? This year the Monitor on Psychology digital edition will launch, powered by Nxtbook. gradPsych digital will follow. All ads can have links to your website for additional information. Video, audio, and rich media elements can be added to every ad and editorial page. Readers can request information just by clicking on your ads. Job seekers can jump over to the APA website for career advice and then click on and apply for jobs. Users can take a survey and get the current results instantly or watch a video demonstration of a new product or service.

The Monitor and gradPSYCH digital editions will be available through MyAPA.org. With this new digital edition, all advertisers have the opportunity to enhance their ads and create a greater user experience for their brands.