Archive for July, 2011

Magazine Metrics go Digital-Industry Standards to Follow

Today we’re featuring guest blogger, Ed Hewett. Ed is a product manager who supports Adobe Online Marketing Suite, Ominture SiteCatalyst, with a specific focus on digital publishing. Take it away, Ed!

When was the last time you picked up a magazine? How did you access the content? Which ads did you see? What content keeps you coming back?

Over the last decade, asking and answering questions like these has become commonplace for marketers as online marketing tools like analytics, targeting, and remarketing have improved the way we deliver web experiences. However, for magazine publishers, questions like these have remained challenging to answer. Can you imagine not knowing which articles or pages on your website are being accessed? Painful! Fortunately, that’s all changing.

Magazines go Digital

Over the last year and a half, magazine publishers have been aggressively pursuing opportunities presented by the explosive growth of tablet and digital reading devices in the market (Apple sold 9.25 million iPads in last quarter alone). These devices offer an opportunity to deliver a truly unique content experience; and, as I’ve pointed out in other posts, delivering the right experience to the right device can have significant positive impact on user interactions.

While we know users interact with each medium differently (print, web, mobile, digital magazines, etc.), delivering the right content in the right format while remaining profitable in each channel can be a daunting task. That’s why the new medium (tablet and digital reading devices) requires a new strategy.

To address, publishers like Condé Nast have started delivering digital editions of their printed magazines to tablet devices. Using a content creation process simplified by Adobe’s Digital Publishing Suite, publishers are able to deliver rich content experiences differentiated from print OR online content.

In many respects, digital magazine editions offer the best mix of both print and online formats. Magazine content may be purchased and accessed like printed editions while retaining the rich content and interactivity of online experiences. It’s a win-win for readers and publishers alike.

Metrics go Digital

With the move to digital magazine editions, publishers have not only unlocked a truly unique content experience but also accessed insights into how users interact with digital magazine content. With the analytics included in digital magazines, publishers can still deliver top-line metrics about the size of their magazine audience as with print; but they can also delve into details about how users interact with articles, ads, and other magazine content. Among other benefits, insights gained help publishers and advertisers improve magazine content for readers.

In fact, measuring digital magazine usage has already yielded publishers a rich harvest of insight into magazine usage which wasn’t available a year ago. One of the top findings? Digital magazine usage is distinctly different from patterns established in both online web browsing and offline magazine reading.

Last week, I attended a breakfast hosted by Condé Nast where they announced emerging trends and key metrics they are using to drive insight for their digital magazine editions. Condé Nast is an early leader in creating digital editions of their magazines and now has nine titles available on the iPad. As you can see from the chart below, user interactions on digital editions are distinct from both print and web.

Industry Standards?

In collaboration with Adobe, Condé Nast also kicked off a discussion around what metrics publishers and advertisers should standardize on to be successful in this new medium. You can find the press release here: Condé Nast and Adobe Collaborate to Define Metrics for Magazine Digital Editions.

The key metrics suggested by Condé Nast and Adobe include metrics from the print world like circulation as well as metrics from the online world like engagement (you can see the full list of metrics in the screenshot below or by reading the press release). While many of these metrics will sound familiar, they have characteristics unique to digital editions and we will continue to work with Condé Nast to identify and refine these metrics.

While the digital magazine publishing and advertising industry has a long way to go before digital edition metrics are standardized, the collaboration between Adobe and Condé Nast marks a crucial first step.

So, what metrics do you think should be industry standard for digital publications? Join the discussion by adding your comment below or by reaching out to us at tabletmetics@adobe.com.

You can also read more about our collaboration with Condé Nast in these articles:
Adweek: Condé Nast to release tablet metrics
paidContent.org: Condé Nast And Adobe Try To Get A Handle On Digital Mag Metrics
Folio: Collaborating with Adobe, Conde to share metrics with publishers, advertisers
emedia vitals: Condé Nast, Adobe promote new metrics for digital editions

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7:34 PM Permalink

Updates to Digital Publishing Suite now available

Over the last 6 weeks, the Digital Publishing Suite team has been hard at working continuing to evolve the Folio Producer tools and the hosted services. This latest release focuses on enhancements to the Folio Builder panel, Overlay Creator panel and the Viewer Builder AIR application.

One of the biggest highlights of this release is new support for Android in-app payments.  This allows publishers who want to monetize content beyond the Apple platform to use the newest version of Viewer Builder (v1.4) to create branded applications that support the purchase of single or multiple .folios  through the Android Market.  Readers can now click a buy button in the Android library to purchase content just as they can on an iPad.

Another exciting update is the ability to use Viewer Builder to build a single .folio application for the iPad. Within the Folio Producer Service (available to users with a Digital Publishing Suite account), producers can now publish a .zip file directly to the desktop.  Using Viewer Builder you can specify this .zip file to bundle the content into a single .folio application. This streamlines what was a very cumbersome process to build single issue applications.

Publishers can now specify the languages in which the navigational elements and other chrome of an application is localized using Viewer Builder.  This means that the correct application languages will now be displayed on the Apple iTunes store.

The interactive experience within an application continues to be an area of focus for the team.  To this end, the Overlay Creator panel now supports scrollable frames with embedded hyperlinks and hyperlink buttons through the Pan and Zoom overlay function.

The team also focused on improving the flexibility of updating the different components of the Folio Producer tools  included in InDesign CS5.5 and  available for use with  InDesign CS5.  The Folio Builder panel is now available as a single installer (Folio Builder only installer v1.1.2).   The goal of making the Folio Builder panel available as a stand-alone installer is to allow users to update the Folio Builder panel without having to update the full set of digital publishing authoring components included in the Folio Producer tools installer.  This means that you can continue to create .folio files that are compatible with applications already submitted to the app market places.

Additionally, an automatic update functionality has been added to the Folio Builder panel so that you will be notified to update the panel when the hosted Folio Producer Service included with Digital Publishing Suite is also updated, allowing the Folio Builder panel to always stay in sync with the hosted services.

Other notable enhancements to the Folio Builder panel include:

  • You can now rearrange the order of articles directly in the Folio Builder panel, not just in the Folio Producer Service web client.
  • If you shared a .folio with someone else using the Folio Builder panel, you can now unshare it directly from the panel without having to delete the .folio. You can also use the Folio Builder panel to remove a .folio that was shared with you.

We encourage you to update your Folio Builder panel to take advantage of these enhancements and ensure that your Folio Builder panel is always in synch with the hosted services of Digital Publishing Suite.
AVAILABILITY OF ENHANCEMENTS:

FOLIO BUILDER PANEL: Folio Builder Panel v1.1.2 is now available and can be downloaded from adobe.com.

MAC:

WINDOWS:

VIEWER BUILDER: Viewer Builder v1.4 is expected to be available on July 25 (pending final testing results) and can be downloaded from the Digital Publishing Suite prerelease site and the Digital Publishing Suite dashboard (for those users with a paid Digital Publishing Suite account).

FOLIO PRODUCER TOOLS: The Folio Producer tools v1.4 which include the enhanced Overlay Creator panel, the updated Folio Builder panel, the Digital Publishing Suite plug-in and the Content Viewer for Desktop will be made available in conjunction with Content Viewers.  The team is taking a new approach of releasing the complete Folio Producer tools when the compatible Content Viewers are available in market. We expect that Content Viewers for iOS, Android and BlackBerry Playbook will be available in early August.

For more information on Digital Publishing Suite please go to Digital Publishing Suite.

For a complete list of all new feature enhancements, please check out What’s New.

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9:34 PM Permalink

Successfully navigating the digital technology and business landscape

Watch Todd Teresi, Adobe’s VP & General Manager of Media Solutions deliver the keynote at a recent publisher event in New York City.  Todd covers the evolution of publishing, focusing on the current tablet revolution, and he explores the impact on the industry and new opportunities for publishers.

Traditional publishers, premium brands, and business publishers are embracing tablet publishing, and for perhaps the first time in the “digital revolution” they are truly excited about the potential of a radically new medium.  They are experimenting with different approaches and business models and are rapidly iterating and evolving their digital offerings.  There is tremendous momentum in both the quantity and quality of titles being released to tablets.

Several key trends and challenges are emerging.  The explosion of devices will grow the market quickly, but how do you author for multiple platforms?  How are publishers taking advantage of  new monetization opportunities such as subscriptions, print bundling, cross-promotion and upselling?  How do you attract advertisers to this new medium?  How do analytics help you optimize and plan future titles?  Todd touches on these questions and more in this timely presentation and discussion about this exciting new technology and business landscape.

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8:07 PM Permalink

Watch Conde Nast, National Geographic, and Newsday discuss the opportunity presented by tablets and future of publishing

On June 29th, 2011, Adobe hosted a panel of top publishers who discussed their organization’s tablet efforts, strategies for profitability, and plans for the future. The panel, which included executives from Condé Nast, National Geographic, and Newsday shared their knowledge and experience, touching on topics such as pricing, adoption rates, advertising, and the editorial and creative process for delivering content in the mobile channel.

While excited about the interactive content being published to tablets today, the panel acknowledges that it’s still very early in the game – “it’s the morning of the first day.” These publishers expect that by 2015 over 20% of their subscribers will be consuming content on tablets. And, what’s more important, digital issues will attract new readers who would have never subscribed to a print magazine.

Watch the video now to dig deeper into a wide range of topics from business models to advertising on tablet devices, and learn much more from pioneers in the tablet publishing space! Give us your comments on what you think are the most critical issues facing publishing today.

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5:19 PM Permalink