These days, it seems there's an app for everything. So it should come as no surprise that several reference publishers are producing apps for Apple-and Android-based tablets and phones. Why should reference publishers develop apps? "Our focus is on helping libraries reach new users where they reside. We believe that one of the most effective ways to do this is through apps," says Nader Qaimari, senior vice president of marketing for Cengage Learning. Mike Robinson, e-book sales and marketing manager at Oxford University Press, agrees, stating, "Apps represent a means by which people all over the world are using devices to help them. We provide authoritative content to meet people's reference needs, and it's important to us to do so in the most useful ways possible." Gale/Cengage, OUP, and a host of other reference publishers have a variety of apps available.