For the first time, Mutter says, a device is there to play to the strengths of the print medium's depth of content. Given everyone is starting on equal footing to create applications and functions for the iPad, Mutter believes print publishers can create winning strategies by acting swiftly and decisively.
The strength of print is in its subtle and deep exploration of issues. It is a lean-back medium, a solitary one, and a medium in which drama can be built with words when neither audio nor video is available.
What he advocates (apart from action now) is unclear, but Mutter says it's not feasible simply to migrate content. New functions and depth need to emerge, or else the glaring weakness of print online will be repeated.