Editor’s note: Mitch Lazar is the CEO of news reader startup Taptu. He was the co-founder CNN.com and the founder of CNN Mobile and Cartoon Network Mobile.

Many revolutions have been televised, but the publishing revolution has already become digitized, and now, mobilized.

There’s no doubt that the second half of 2011 was a difficult period for newspaper and magazine publishers. An Audit Bureau of Circulations report revealed that single-copy sales of consumer magazines dropped by nearly 10 percent in a year, while the five magazines with the highest newsstand sales all reported sharp declines as well. Most importantly, the fall in sales has hit revenues, making it more important than ever for publishing businesses to rapidly modernize their trade.

As readers move toward tablets and mobile phones, there’s no question that these new reading devices will dictate the success and failure of the media industry. Successful publishers will be able to reincarnate their digital content onto these gadgets. So why are so many publishers stumbling in their mobile strategy? From over committing to a multitude of mobile platforms, to underwhelming app experiences, we’re seeing a lot of mistakes that should not be repeated:

1. Trying and failing to reinvent the wheel.

Many big and small publishers have top-notch tech teams and significant resources, but often fall into the trap of believing that only the teams inside their own building can create the best platforms and experiences. Not true.

Partnerships are the prime way big and small media companies can succeed in building their audiences in the new media world. Small startups are creating amazing technology that can help publishers grow their distribution plans. By tapping into these talented, focused teams, the publishing world can quickly distribute content in a compelling