Here’s more from Carr: “One executive from a major publisher, who declined to speak for attribution because the company is in the midst of negotiations with The Atavist, all but wolf-whistled when I called. ‘It’s almost unbelievable that these three guys came up with something so spectacular,’ he said. ‘This is something we are all working on, and the solution that they came up with both in terms of the reader experience and the production is really remarkable.’”
"Unbelievable" really? Just proves that everything really is just timing. It's nice stuff but really goes back almost fifteen years, - voyager expanded book, livereads, many many others. Just smart (and it is smart) multimedia into text with good use of annotations, extras, and windows. I don't know if it is the NYT coverage or the non-technical book publishing industry executives who have constant golly-gee moments that makes things like this and the "vook" into wonders of innovation. Perhaps the people who worked on this in the 90's don't work there, or maybe trade publishers are unaware to what goes on in textbooks or travel guides. Not do diss what the team at Atavist have done. Very nice examples of e-reading. I just bought Lifted and am looking forward to reading it.