December 30, 2013
When I attended the MPA AMC meeting last year, Yoga Journal demonstrated how it stretches itself beyond the definition of a magazine through an AcroYoga demonstration. They don’t just write about yoga. They host conferences that connect a community of yoga enthusiasts. I featured Yoga Journal this week because the yoga philosophy and practices that they promote come to life through interactive features in Digital Publishing Suite.
Watch the app of the week video to see examples of how Yoga Journal uses DPS:
- Buttons and multistate objects/slideshows allow readers to tap through a yoga series, one move at a time
- Video overlays illustrate pose sequences to readers, similar to being in a yoga class
- Nav-to buttons allow readers to jump through sections of an article, to flip between stories and live events
December 20, 2013
Pioneer energy drink brand Red Bull has long embraced the concept of authentic customer engagements that deviate from pure product marketing, and has amassed an enormous pool of active individuals with strong connections to the brand because of it. In addition to touching its target market through sales of its leading energy drink in more than 165 countries and the sponsorship of hundreds of professional athletes, the global launch of its men’s lifestyle magazine Red Bulletin has further extended Red Bull’s reach into the lives of customers.
Red Bulletin has grown its print circulation to more than 2.7 million since its 2007 debut, according to FOLIO magazine. With Red Bulletin’s success as a traditionally published magazine, the brand was enthusiastic about the prospect of engaging with a wider range of audiences and strengthening connections with current customers by launching its Red Bulletin app for iPad and Android devices.
The app uses exclusive video and interactive content to more deeply explore the lifestyles and interests of customers worldwide. Latest news on the stars of sports culture, current musical acts and gear reviews come to life in ways that cannot be matched in print, creating an immersive experience distinct to the Red Bulletin lifestyle.
Using Adobe Digital Publishing Suite to create the Red Bulletin app meant access to DPS consumer marketing tools that make it easy to stay engaged with customers and drive app downloads. Red Bulletin uses Push Notifications to alert customers of a new issue’s availability, which helps drive digital readership and keeps readers coming back for more. In addition, social sharing gives readers the opportunity to share articles with their social networks – Facebook, Twitter, Pinterest, or through email – further amplifying the reach of Red Bull’s branded content. One other notable feature of the Red Bulletin app is its use of a Custom Store to present content available for download. Completely customized with the Red Bulletin look-and-feel, the Custom Store presents content for download, including previews, in line with the Red Bull branded style.
- Read more about the strategy behind Red Bulletin from FOLIO
- Download the Red Bulletin iPad app
- Download the Red Bulletin Android app
December 19, 2013
Martha Stewart is not just a magazine, but has multiple touchpoints for reaching its fans. When readers open up the Martha Stewart iPad publication, the custom store reflects this. The HTML store is organized so that readers can find back issues, non-DPS apps such as CraftStudio, digital cookbooks, and her latest autobiography.
The custom store doesn’t just promote her digital wares, but also provides sneak peeks into the magazine, similar to flipping through a magazine on the newsstand. Readers can tap on back issues to see some sample articles. The rotating banner features content inside the current issue of Martha Stewart, enticing them to download the app in order to make their own ricotta cheese and tea towel dresses.
December 18, 2013
When it comes to informing and inspiring creative individuals, Adobe Inspire Magazine has always placed emphasis on providing visually stimulating editorial content to fuel audiences’ imaginations. However, the mobile nature of Inspire’s readers and the growing prevalence of tablet devices signaled an opportunity to better serve the creative community with rich, multimedia content that was easily accessibly on the go.
With Adobe Digital Publishing Suite, Inspire editors created an iPad edition that uses the dynamic nature of a tablet device to provide inspiring, interactive content, while connecting readers and influencing revenue for Adobe.
“When we have an opportunity to use our own software, we take advantage of it,” says Julie Campagna, executive editor, Adobe Inspire Magazine. “From the outset, we knew Adobe Digital Publishing Suite would enable us to expand the quality of content in our publication and take reader engagement to new levels.”
Through the use of multimedia elements like videos, interactive diagrams and image galleries, Adobe and design partner Wrecking Ball Media created an immersive digital experience that has proved to be immensely popular with creatives worldwide. From November 2012 to November 2013, the Inspire app consistently ranked between #2 and #15 in the App Store Newsstand category, with 1.7 million downloads.
Adobe Analytics provides Inspire with a detailed look at which stories resonate most closely with readers, enabling them to determine which content and interactivity types have the greatest impact.
For example, when analytics revealed only half of all initiated downloads were completed, the Inspire team quickly responded by updating its delivery method to distribute content in prioritized sections. Push notifications were also added to alert subscribers of the newest issue’s availability on Newsstand. Within the first two weeks of implementing this functionality, download completions jumped to 64%.
Integrating DPS into the publishing workflow was a natural fit, as the Inspire team already used Adobe Creative Cloud applications to help plan and produce each issue. Inspire editors import completed drafts of articles into Adobe InCopy CC, the writing and editing companion to Adobe InDesign CC. Wrecking Ball Media uses InDesign CC to create and layout the publication; Adobe Photoshop CC and Adobe Illustrator CC for overall design; as well as Adobe Edge Animate CC to produce cover images.
Read the case study to learn more about Adobe Inspire Magazine uses DPS to create a highly engaging and visually rich app – and drive results for the business in the process.
December 13, 2013
App for aspirational adventurers
Our friends at outdoor recreation retailer Bass Pro Shops live by the motto “Your Adventure Starts Here.” For iPad owners, “here” is closer than they think. Using the Bass Pro Shops Interactive Catalog, they can bring the outdoor lifestyle they dream about to life with sensory information that educates, entertains, and informs.
“By creating the Bass Pro Shops Interactive Catalog app with Adobe Digital Publishing Suite, we’ve extended our aspirational brand promise in ways we couldn’t before,” says Stan Lippelman, vice-president of marketing, Bass Pro Shops. “If someone wants to try kite fishing from a saltwater boat, we can share articles, pictures, videos, slideshows, and graphics to get them started. Just like the people in our stores enable customers to do something by showing them how, the catalog app is a digital enabler.”
Other benefits of the Bass Pro Shops Interactive Catalog app include reuse of existing creative assets. The highly skilled design team at Bass Pro Shops is already familiar with Adobe creative solutions, such as Adobe InDesign, and produces the app completely in house. Reusing assets from the company’s print catalog takes advantage of existing workflows, reduces costs, and helps ensure brand consistency across channels.
The app connects directly to www.basspro.com, so customers never have to leave the app to shop. Bass Pro anticipates that customers who prefer the in-store experience will use the app to research specific products, and then come into stores ready to learn more and try out products with the retailer’s knowledgeable sales staff.
Customer response to the app has been overwhelmingly positive. To quantify how positive, the Bass Pro Shops marketing team is using the analytics tools within Adobe Digital Publishing Suite to determine the popularity of various features and how different channels drive traffic to each other.
“Our customers are passionate about what they’re doing,” says Eddie A. Vering, senior art director, Bass Pro Shops. “Using Adobe Digital Publishing Suite has helped us fill a void by creating a complement to our other print and digital materials. The app increases engagement through the use of rich media and engaging digital experiences and helps customers get more involved in their outdoor lifestyle.”
Users can be sitting in a cabin or in a tree stand and have the same rich, interactive experience with no internet connection required. The app also appeals to a younger demographic that is very attractive to the retailer.
“We’re learning as we go and we’re always trying to move forward,” Vering says. “Adobe Digital Publishing Suite is letting us be as aggressively creative as we can and we’re looking forward to launching additional digital publications for our customers.”
December 10, 2013
Latest DPS stats show rapid growth in circulation and readership; .folio file format to be offered under free license
Adobe made two exciting announcements today. First, circulation and readership metrics associated with digital magazines continue to climb rapidly, showing more proof that reader adoption of digital magazine content on devices continues to take off. Following on this momentum, Adobe has also announced its plans to aid expansion of the digital publishing industry by providing the .folio file format technical specification at no charge.
Here are the details:
Circulation and Readership Continue to Grow
Back in June 2013, Adobe announced that cumulative downloads of publications to DPS apps on mobile devices had reached 100 million. In the six months since that announcement, we’ve continued to see rapid growth and are excited to share that the cumulative number of DPS downloads is now 150 million.
This increase in circulation correlates directly to the solid gains we’re seeing in readership of DPS apps. In a year-over-year comparison from October 2012 to October 2013, DPS data shows that publishers have added more than three times as many unique monthly readers to their digital editions. Plus, the content in DPS is really grabbing and keeping their attention. Our data shows that subscribers are now spending an average of 50 minutes per month in DPS apps.
This growth in circulation, readership and engagement are clear indicators that digital magazines are creating opportunities for magazine publishers to transform their business by generating readership around the world and attracting high value advertisers.
DPS Features Power Reader Engagement
A large part of what is fueling this growth is a set of consumer marketing tools built into DPS. Social sharing, web viewer capabilities, push notifications and free preview of content are being successfully used by commercial publishers to engage new readers and increase subscription sales through app discovery, immediate access to content and timing and placement of purchase offers.
- Encourage readers to share content through their social networks
- Enable sharing across Facebook, Twitter, Pinterest and email
- Promote subscription offers through sharing flow to drive revenue
- Leverage web traffic to build awareness of content available through mobile app
- Introduce high-fidelity content without needing to download and install app
- Convert web viewers into app subscribers
- Encourages repeat visits
- Enables publishers to announce new issues and promote off-cycle and other related content
- Target readers based on behavior or purchase history with customized messages
- Ensure readers explore your app after installation
- Give customers immediate access to sample content
- Convert to paid subscription through paywall
From Bill Phillips, Editor in Chief, Men’s Health, Rodale:
“Marketing of our content is critical to our business and we trust Adobe to continually deliver innovations to DPS that make it easy for us to grow our base of digital readers. The ability to deliver free previews of each issue introduces potential subscribers to our magazine in a meaningful way and this functionality is an important key to increasing circulation and revenue.”
Be sure to check out our white paper designed to help publishers take full advantage of DPS consumer marketing features to generate awareness, collect data, formulate optimal pricing and subscription offers, and ultimately maximize readership and purchase conversion.
Adobe has also announced that it will publish the technical specification for the .folio format under a free license in the first quarter of 2014. The .folio file format has become the de facto standard for highly interactive digital publications. Because of the fast growth of the digital publishing industry, and the increase in marketplaces that want to leverage .folio, Adobe believes that the industry is better served through the licensing of the .folio specification.
This is exciting news for our commercial publishing customers who will be able to extend their content through a variety of marketplaces that accept the .folio file format specification. Publishing to .folio as a universally accepted digital publishing file format will allow magazine publishers to more efficiently produce digital content for mobile devices by eliminating the need to create and publish interactive, digital content in multiple, individual proprietary file formats supported by each unique marketplace. Newsstands and marketplaces that accept the license for the .folio file format specification will be able to create their own native viewers capable of displaying digital magazines available in the .folio file format.
From Nick Bogaty, Adobe’s Head of Digital Publishing:
“Adobe has a long tradition of creating and supporting open file formats to enable content publishing and distribution. PDF was instrumental to the advent of desktop publishing and document sharing, and our work in Web standards, including HTML5, has advanced what’s possible to do on the Web and in mobile apps. We are thrilled to make .folio available for free use to accelerate the growth of digital magazines and other publications.”
Read the press release here: Latest Adobe Stats Show Rapid Growth in Digital Publication Readership
December 4, 2013
It’s become the norm for some retailers to decorate for the holidays before consumers even have their Halloween decorations put away. As people browse through stores and catalogs, they’re looking for the perfect gifts and also hoping to find the best prices. Earlier we released the Adobe Digital Index 2013 Online Shopping Forecast, which predicts that in store price checking, commonly referred to as showrooming, will become the norm this holiday season.
The report found that 35% of 18 to 34-year-olds already leverage mobile devices to compare prices while in stores, well above the 22% average. So how can retailers turn these browsers into buyers? One way is by using mobile app experiences to drive increased brand loyalty.
“Mobile apps are almost twice as engaging for consumers than mobile web experiences, so many forward-looking companies are using mobile app experiences to embrace and enhance the showrooming experience,” says Brad Rencher, senior vice president, Digital Marketing Business, Adobe.
With the Adobe Digital Index 2013 Online Shopping Forecast predicting that mobile optimized retailers will transact more than 20% of their sales via smartphones and tablets, a 47% increase YoY, retailers with mobile apps are in a good position this holiday season. Here are a few examples of retailers poised for success:
Lakeland—A well-established retailer in the U.K., Lakeland offers a digital app with seasonal editorial content that features products in the context of the recipes, tips, and projects for that issue. The brand affinity created by offering customers more than just products increase the likelihood that they will purchase, and return in the future.
Bass Pro—Within the outdoor/sporting goods category, Bass Pro delivers inspirational, lifestyle-focused content. The retailer’s digital app includes aspirational articles and sensory information for adventurous consumers, and features products in the context of a particular lifestyle. Activities that once seemed out of reach are now possible with the advice and equipment from Bass Pro.
Boden—This fashion retailer uses its digital edition to take consumers on a journey through different locations and themes. Each section has its own style and focuses on complete looks, rather than individual items. Shoppers are immersed in each cohesive theme, and can easily shop for complete outfits already styled by Boden.
EXPRESS—The EXPSTYLE catalog from EXPRESS takes a fun, storytelling approach. A campaign video in each issue sets the tone, and the chapters appeal to individual style preferences and looks with seasonal items that shoppers are seeking.
Sears—The Sears Outdoor Living catalog is a visually rich app with tabs that enable consumers to easily navigate through categories. They can browse collections by style, watch videos, and expand sections for additional detail. Interactivity is used to create the catalog’s immersive, lifestyle-focused experiences.
Lowe’s—The Lowe’s Creative Ideas for Home and Garden magazine offers a library of creative ideas, themed for the season. As consumers scroll through the sections they can tap items for more information, easily bookmark their favorite ideas, or tap a “Shop this story” link to learn more about the products featured.
These brands understand that it is their expertise and compelling content that engages and inspires consumers, not pages and pages of products. Consumers can browse the digital apps from home, or use them to better understand products when they’re in the physical stores. Adding value to each interaction with consumers builds loyalty and increases the likelihood that when it comes time to make a purchase, for themselves or for someone on their list, they won’t bother to shop around.
Want to learn what will propel digital magazines to the next level where they’ll deliver mass consumer adoption and even more profitability? Don’t miss keynote speaker Nick Bogaty, Head of Digital Publishing at Adobe, as he discusses the next frontier of digital publishing at the 2013 MPA Digital TAP: Technology Advancing Publishing conference on Tuesday, December 10 in New York City.
Nick will share Adobe’s insights on the user experience, conversion funnel and the best technologies the web has to offer, and how they will influence a re-imagined experience from production to distribution to content consumption.
The keynote is just the start of an immersive, day-long agenda that the MPA has pulled together that focuses on how publishers can use technology to better manage magazine content on digital and print platforms, including:
- A showcase of the most compelling innovations of 2013 across all publishing disciplines
- A preview of key game-changers critical to advancing your business in 2014
- An opportunity to tap into what’s driving the evolution of magazine media and power up for the new year
Be sure to attend TAP to get the tools you need to advance your digital content strategy in 2014 and meet other agents of change who are driving the evolution of magazine media.
View the event agenda:
TAP: Technology Advancing Publishing Agenda
December 2, 2013
The internationally coveted awards celebrate the best in class magazines, individuals and advertisers who fuel the sector.
A warm congratulations to the following DPS customers who received awards:
- BBC Top Gear (BBC Worldwide/Immediate Media Co): Simon Carrington: Publisher/Manager of the Year and Motoring Magazine of the Year
- Empire Magazine (Bauer Customer Media): Film, TV and Entertainment Magazine of the Year
- Crash Test Drive, Peugeot (the goodfellas): Magazine Advertisement of the Year
- TLQ (SMACK): News and Business Magazine of the Year
- QG (UK) (Condé Nast Publications Ltd): Men’s Lifestyle Magazine of the Year
Learn more about the Digital Magazine Awards:
2013 UK Digital Magazine Awards