There is tension in this question that gets to the heart of where a publisher should be putting its resources, and perhaps more importantly what the reasons are behind those investment decisions. The side of the argument that says they are not technology companies might say that at the heart of what publishers do is content, and so they are content and service companies. Invest then in acquisition, in reach, in marketing, in branding, in distribution and in making the sales process as cost effective asa possible. ... (more)