The document discusses how content apps can help publishers find and keep customers. It introduces Mag+, a platform for creating and distributing content apps across devices. Mag+ allows customizing content using InDesign, delivering messages and notifications, and adding analytics. The document argues that mobile is where users spend most of their time and that apps are how users consume content on mobile. It advocates using all messaging channels in apps to build relationships with users and provides an example of how a travel publisher could engage users based on location and content consumption. The key recommendation is for publishers to think of themselves as communicators rather than just publishers and focus on being relevant, timely, and establishing two-way conversations to build relationships with users.