Over at eBookNewser, we are blogging from the Mediabistro Publishing App Expo today. For those of you that couldn’t make it to the New Yorker Hotel, we’ve highlighted some things we’ve learned from the conference.

In the keynote address this morning by analyst Rebecca Lieb, we learned that advertisers are turning into competitors for publishers in the mobile market. How do publishers trying to make apps compete withthe deep pockets of brands like American Express? eBookNewser explains: “ Use your expertise, good storytelling. Focus on what you know, and tell your story well. Lieb pointed out that advertisers know how to write campaigns, but their strength isn’t necessarily in telling stories and this can help publishers compete.”

In another panel this morning, digital publishers talked about how they are navigating the waters of the eBook app business. To help publishers who are new to this space, we put together a list of tips from the panelists. eBookNewser has more: “Make it discoverable: There are thousands of apps available, so think about how a reader will find your app. Use keywords, social media and email to promote your app to existing readers and those searching for something new. Also try to get profiled in the Apple and Android markets, this kind of visibility will increase your downloads.”