With more than 100,000 weekly downloads and 90,000 digital subscribers, the tablet edition of Sweden’s daily newspaper, Bonnier/Dagens Nyheter, has the largest circulation of morning newspapers in Sweden.  We’re excited to announce that the tablet edition, built with Digital Publishing Suite, took home first place in the Tablet Publishing Category at the 2013 Digital Media Awards presented at the Digital Media Europe Conference.

Dagens Nyheter for tablets, like the printed version of the newspaper, features sections like Sports, News, Weather, etc. With slideshows, video, audio clips, and graphics, the tablet publication leveraged Adobe Digital Publishing Suite to captivate readers with fresh and engaging daily content. As a leader in the digital space and early DPS adopter, Dagens Nyheter is the only DPS based morning newspaper distributed to readers across the country.

Exclusive to the tablet edition, the daily newspaper features special issues and stories. Focusing on interactivity to capture readers and allow them to truly experience the story, Dagens Nyheter is able to provide an experience beyond just text on a page. Divided into chapters, they were able to retain the authentic feeling of reading a newspaper, but presented in a digital format.

Congratulations to Bonnier/Dagens Nyheter for first place at the 2013 European Digital Media Awards! Experience the daily stories on your tablet and learn more:

• Download Dagens Nyheter for iPad
• Download Dagens Nyheter for Android
• See all winners from the 2013 European Digital Media Awards and learn more about Dagens Nyheter’s tablet edition

Yesterday, we held an event for corporate publishers at the Adobe Digital Publishing Summit in New York City. Marketing executives and creatives gathered at 82 Mercer to share DPS use cases and best practices. The event designed for corporations was as inspirational as Tuesday’s magazine and newspaper publisher event, but the audience walked away with a different set of takeaways. While magazine and newspaper publishers are designing apps based on print publications, corporate publishers are choosing DPS for other reasons:

• Marketers and agencies can build mobile apps faster with DPS than they can with custom development
• Print collateral can also be delivered on mobile, elevating the user experience, updating content, and reducing costs
• DPS apps can be used to repackage an existing collection of sales and marketing content, and push updates to that content quickly
• Omnichannel Strategy: DPS allows brands to create content once and publish across multiple platforms

The summit represented a wide range of industries, topics and use cases:

• Sales Enablement: Sotheby’s International Realty, Stryker Orthopaedics, and Adobe
• Consumer Engagement: JP Morgan Chase, & Renault Captur, & Adobe
• Agency Advantages: JWT/Casa & Joe Zeff Design
• Mobile Commerce: The Knot
• Event Apps: U.S. Soccer & Notre Dame

Mobile Marketing: The End of the Beginning

Jeffrey S. Hammond, Vice President at Forrester, framed the day’s conversation with stats on mobile trends, including audience usage and business usage. In his words, “this is the end of the beginning of the mobile shift,” meaning mobile usage is mainstream. 25% of all U.S. adults are online with more than three devices, and about 50% of U.S. adults carry smartphones. It is no longer a matter of whether to have a mobile strategy, but how. Consumers expect content across multiple devices, and marketers need to have an omnichannel strategy that takes into consideration the rising mobile usage.

At the same time, many companies invested in mobile early (over two years ago) and are facing new challenges. When they first developed their mobile strategies, they had low expectations of maintenance costs, and device proliferation has forced them to write different sets of code for each operating system. The key is to find ways to reduce those maintenance costs.

DPS Apps vs. Custom Development

Custom development allows marketing departments to build mobile apps with an endless amount of complexity. At the same time, a lot of mobile content can be built with Digital Publishing Suite with faster turnaround, lower costs, and a focus on design. Fear not, mobile developers. Designers are not replacing developers with DPS shops. Instead, developers can focus entirely on value added projects such as integrating the company’s CMS into an app. For the following two case studies, the apps are privately published and are not available in the app store.

• Stryker Orthopaedics migrated from custom development to DPS for its sales tools. They noted that, with custom development, it was hard to get the design and production team on the same page. DPS puts the design back in the hands of designers. The company reduced printing expenses by 42% and was able to constantly update the content in the app without incurring developer or print expenses.
• JWT / Casa is an agency that builds DPS apps for many notable clients, including Sony, GM, and Adobe. As an agency, DPS gave the agency a strategic advantage because the team could design and build app prototypes within a matter of days, and ultimately deliver apps for its clients in three to four weeks. Because designers built the app, the content was captivating and professionally designed.

Print Collateral Delivered Digitally

Corporations are re-imagining print and using DPS to elevate the content, save money on print, update content quickly, and drive m-commerce.

• A few years ago, content delivered by Sotheby’s International Realty (SIR) to its sales affiliates was 80% print and 20% digital. Today, the inverse is true. Eighty percent of content used by affiliates is produced with Digital Publishing Suite. While cost savings are good for ROI, SIR focused more on its ability to house all content in one app and frequently update it. As Wendy S. Purvey, CMO of SIR said, “If we had to reprint all the material with all the changes we made [since January release], it would have cost $1 million.”  View the Sotheby’s International Realty App of the Week video to see it in action.
• JP Morgan Chase produces its “print plus” Letters to Shareholders on DPS. Working with Joe Zeff Design, the investment company was able to build the app from concept to reality in nine weeks. The app has the same written content as the booklet, but includes the richness of photography and illustration, a dynamic news feed from the website, and push notifications to remind readers to return to the app.

• The Knot magazine, built with DPS, merges the gorgeous layout of print with transactional abilities of mobile. The publication and other media properties are designed to give brides a frictionless shopping experience. Rebecca Dolgin and Carrie S. Reynolds demonstrated the “Tap to Buy” feature, which is available throughout the publication. If a bride sees an item she likes, she can easily open up the web browser, make a purchase in the publication, and return to the browsing and shopping experience.

Aggregate Assets in the App

Both Notre Dame and U.S. Soccer noted that they had a plethora of marketing assets, such as video and photos, which were either dispersed across their website or unavailable to the public. Using DPS, they were able to aggregate their content within a folio and provide a rich app experience for their fans.

• Joe Zeff Design created a Gameday app for Notre Dame for the BCS National Championship Football Game. Content was based on its print gameday program, but included other assets such as extra photography and video. Because Notre Dame has fantastic photographers and videographers, they were able to “create an app without recreating anything.”
• Because U.S. Soccer  is a member organization that serves nearly every soccer organization in the country (the Olympics, Men’s National Team, Women’s National Team, youth national teams, etc.), fans’ experience on the website can become diluted. U.S. Soccer created an app called Anthem. Each issue is tailored to an upcoming soccer event, and aggregates marketing assets specific to the event. In addition, they provided armchair fans with updated information, such as the ongoing statistics and photos from the game.

The advantage of the DPS app is in the packaging. Readers are downloading the app with a specific event in mind, and the interactive content feels more relevant to the user.

Create Content Once – Publish Everywhere

When Renault launched its “Capture the Day” campaign for the Captur, it decided to use Digital Publishing Suite to amplify the campaign. In a little over four weeks, Renault was able to launch the Renault Captur app on iPhone, iPad, Android tablet, and desktop. Renault already had a responsive website, but chose Digital Publishing Suite to deepen users interest with the content through interaction and captivating animations. Watch the Renault Captur app of the week video to see how it uses Digital Publishing Suite to drive reader engagement.

Stay tuned. Soon you will be able to download the Digital Publishing Suite Summit app (built by JWT / Casa) and view slide decks from our presenters. In addition, Adobe TV will soon show video of most presentations from the Digital Publishing Summits.

• Sotheby’s International Realty
• Renault
• JPMorgan Chase
• Stryker Orthopaedics
• J. Walter Thompson/Casa
• Forrester Research
• And many more…

In case you missed out on yesterday’s Traditional Publishing session, get your updates here:

• Day 1 Summit Storify recap
• Complete Adobe Digital Publishing Summit Day 1 Recap

Below is the Storify recap of social media conversation from today’s Corporate Publishing   Summit. Check back soon to see more highlights and recaps from the event.

]]> http://blogs.adobe.com/digitalpublishing/2013/05/storify-recap-from-day-2-at-digital-publishing-suite-summit.html/feed 0 http://blogs.adobe.com/digitalpublishing/2013/05/adobe-digital-publishing-summit-recap-2.html http://blogs.adobe.com/digitalpublishing/2013/05/adobe-digital-publishing-summit-recap-2.html#comments Wed, 15 May 2013 13:23:46 +0000 Adobe Digital Publishing Suite Team http://blogs.adobe.com/digitalpublishing/?p=4238 By Teresa Demel

Yesterday, leaders in the digital publication of magazines and newspapers converged at 82 Mercer in New York City to share successes, best practices, and challenges with their peers. Adobe shared some metrics on digital publishing, announced the launch of the Digital Publishing Awards, and then opened the stage so our customers could share their stories with the audience.            

Declan Moore, National Geographic

Our customers, including independent and global publishers, discussed marketing, advertising, analytics, and content strategies with one another.  While the conversation was varied and broad, I noticed a few key takeaways:

• Successes: It is obvious that publishers are seeing many forms of success in mobile publishing. At the same time, the industry is in its nascent stages. The victories that publishers are experiencing are hints at what is to come.
• Marketing: DPS has provided a framework to help publishers drive in-app marketing, and publishers are using the tools in varied and creative ways to drive readership.
• Advertising: Because interactive advertising in DPS publications is still young, publishers are defining the pricing model and how it differentiates from other types of ad placement.
• Analytics: Now flooded with data about their publications, each publisher needs to carefully select the metrics about the publication that reflect its goals

Digital Publishing: Defining Success

Our publishers shared their successes along many metrics: revenue, readership, retention, and cost savings.

• Top Gear readers spend more time reading the interactive DPS publication than they did with the PDF replica.
• National Geographic sees a higher renewal rate (74% – 78%) and a younger demographic in digital than in print, indicating a growing audience from its digital offerings.
• Martha Stewart also has a younger audience, and it is also more affluent and more satisfied with the platform.
• Interweave Publishing  is able to publish Sockupied, its digital-only publication for a mere $7,000 per issue, providing lucrative margins in digital.

Marketing Techniques: Driving Digital Readership

Several publishers shared techniques and opportunities for pulling more readers through the purchasing funnel. They are gaining new readers with teaser content using First Issue Free and Free Article Preview. They use the custom storefront to promote content to new readers. For example, Martha Stewart not only promotes issues of the downloaded title, but also uses the custom storefront to promote other MSLO titles and Martha Stewart apps, such as Martha Stewart CraftStudio. 

While gaining new readership is important, several publishers stressed the importance of retaining existing readers. According to National Geographic’s Declan Moore and Hearst’s Sharon Bailey Romano, today’s readers expect to see new content constantly streamed into the app, rather than a monthly cadence. Romano reminded publishers to inform subscribers about next month’s issue to entice them to return. In addition, existing readers love back issues of content.

Advertising: What is Next?

The brands and advertisers that have experimented with interactive ads in digital publications have proven that they can reach new creative heights and captivate readers.

• Adobe VP of Digital Media Danny Winokur showed ads that I have featured in the ad of the week video series, including Jaguar, REI, and Levi’s Made & Crafted. Each ad allows readers to play with the ad, learn about the product, and shop.
• Wolters Kluwer medical journals allow medical companies to tell a richer story through advertising. In Chantal Kolber’s example, an ad for multiple sclerosis therapy included a before and after video of a woman who had undergone treatment – illustrating the effectiveness of the drug through a compelling story.

In the Advertising panel, Bullett Magazine’s Jack Becht argued that DPS ads are playing in a new space – differentiated from print and online ads. They can easily function as a digital storefront that allows readers to shop, as in the Levi’s Made & Crafted ad.

While publishers are happy to embrace digital advertisements, the pricing models are still being defined.

• Wired charges extra fees based on levels of interactivity.
• Bullett only accepts interactive advertising in its publication, and the Bullett team operates as a creative studio for brands.
• Wolters Kluwer bundles all print and digital advertising, and charges more for the standard advertising package.

Analytics: The Data that Matters

As Sean Bumgarner, Design Director for Platforms and Devices at Condé Nast stated, “We have troves of data. The question for editors is what do you want to know, and how do you measure success?” Condé Nast has discovered through its Site Catalyst account that analytics can be used to understand reader behavior and define content and layout strategy. They learned that readers read a publication from front to back, and that audience accumulation closely mirrors print. This indicates that the way readers experience DPS publications is more similar to the print experience, rather than the online experience.

Regarding content strategy, Golf Digest uses analytics to identify the most popular content and focus its strategy on that content. The “Swing Series” in Golf Digest uses the image sequence feature in DPS to allow readers to view and control a professional golfer’s swing. When Golf Digest realized the popularity of this feature, the publisher spent more time focusing on and highlighting the feature.

This stimulating conversation shows that publishers are thinking creatively about how to use DPS to maintain a progressive business. While there are still debates about advertising rates, measurement tools, and best practices in marketing, all of our customers agreed that it is important to be active in the mobile space to stay on the cutting edge of publishing.

Stay tuned! We will post videos of the Digital Publishing Summit over the next few weeks. In addition, you will soon be able to download the Digital Publishing Summit app from the iTunes store.

To highlight some social media conversation and highlights from today’s traditional publishing session, explore our Storify recap below. Stay tuned throughout the week as we continue to bring you more!

Today, at the Digital Publishing Suite Summit, Adobe and Adweek launched the Digital Publishing Awards. The partnership between Adobe and Adweek reflects shared values in creativity, innovation, and technology. Since 2010, Adweek has honored winners of the Talent 100 in its Adweek Talent Gallery, and this year has expanded its site to showcase creative work built with Adobe Digital Publishing Suite. The Digital Publishing Awards will recognize and honor original mobile apps and ads that harness the power of Digital Publishing Suite to create compelling experiences for consumers.

From now until July 22, 2013, submissions will be accepted through the Adweek Talent Gallery, powered by Behance. Any mobile app or ad built with Adobe Digital Publishing Suite (or built with Creative Cloud, Creative Suite and/or HTML and published via an app built with Adobe DPS) can be uploaded as a Behance project into the Adweek Talent Gallery. Any project tagged with “Adobe DPS” will appear in the “Adobe Digital Publishing” section of the Adweek Talent Gallery. See the DPSAwards.com landing page for instructions on uploading and tagging submissions.

Submissions to the DPS Innovation Awards will appear in the “Adobe Digital Publishing” section of the Adweek Talent Gallery

Awards

Submissions to the Adweek Talent Gallery will be judged by creativity experts in advertising and publishing. Semifinalists will be determined based on the number of “appreciations” on Adweek’s Talent Gallery. Two winners will be chosen – one for the Mobile Ad category, and one from the Mobile App category. Each winner will receive a trip to New York City, hotel accommodations in New York for three nights, a delegate pass to Advertising Week, passes to Adweek’s Clio Awards, and a 12-month Adobe Creative Cloud subscription.

Post your creative and innovative work on the Adweek Talent Gallery to enter. Send your friends and supporters to the site to “appreciate” your project. May the best creative win!

For more information on submission, judging criteria, awards, and terms and conditions, visit the Digital Publishing Awards site at http://www.dpsawards.com.

We know you have seen plenty of great apps built with Digital Publishing Suite. Want to get inspired by some great ads built with DPS? Watch our Ad of the Week – Mashup Video on Adobe TV.

A hearty congratulations to Declan Moore and the team at National Geographic for taking home the award for Best Tablet Magazine of 2013 at last night’s ASME awards. According to ASME judges, Nat Geo won because of its in-depth reporting, world-class photography, beautiful design, smooth navigation, immersive interactivity, social media integration, plus engaging extras like a cheetah darting across a cover. They have gone to great lengths to integrate some of the most powerful features of Adobe Digital Publishing Suite (DPS) into their award winning app. Their hard work has paid off–Nat Geo has one of the highest global paid digital circulation of any magazine (330,000), and, according to Declan Moore, is seeing about 10% of their publishing revenue come from digital content.

If you’d like to hear firsthand how National Geographic transformed into a digital publishing powerhouse don’t miss Adobe’s Digital Publishing Summit on May 14 in NYC where Declan Moore will share this riveting story. Registration is open, RSVP here.

We’re also proud to report that of the five nominees in this category–National Geographic, Bloomberg Businessweek, Bon Appétit, Esquire and Money–three of them use Adobe Digital Publishing Suite (DPS) to publish their digital issues. Congrats to Bon Appétit and Esquire for their nominations.

Each representative will give a quick presentation on how they use Digital Publishing Suite to expand their clients’ mobile portfolios and more effectively reach stakeholders. They will display work performed for Tomb Raider, Notre Dame, UCLA, Heifer International, Stratford Festival, the Marines, and more.

DETAILS

Digital Publishing Suite Agency Spotlight
Monday, May 6, 2013
2pm
Join creative agencies as they share examples of their most innovative mobile apps built with Digital Publishing Suite technology. From ‘tomb raiding’ to fundraising, see how creative leaders build a wide variety of apps to reach and connect with diverse audiences.

Participants:

Joe Zeff, President, Joe Zeff Design
Alex Berger, Group Director, Technology at The Designory
Debbie Bates-Schrott, President, Bates Creative
Ellie DeSilva, Studio Director, TBWA\Chiat\Day
Nicholas Brendan, Digital Designer, TBWA\Chiat\Day
Jason Porath, Vice President of Digital Publishing, Storycode
Katherine Topaz, Creative Director, Storycode
Jake Hamann, President & CEO, OneFire, Inc.

• Register for the Adobe MAX session: Digital Publishing Suite Agency Spotlight
• Receive $300 off MAX with promo code MXSM13 when you register: http://adobe.ly/XnIP7Q

If you want to find a plethora of innovative and interactive advertisements built with Digital Publishing Suite, download Bullett Magazine for iPad. In fact, Bullett will be speaking in partnership with Levi’s about advertising in digital publications at the upcoming Digital Publishing Summit. (Register here.) This week, I’m featuring two Levi’s ads from their Future issue. One of the ads is for women, and one is for men. The ads educate Bullett’s hip audience about the Levi’s brand its latest designs.

Let me dig a little deeper into why I love a well-designed DPS ad. When executed properly, the ad hits the sweet spot of print and digital:

• The ad has the beautiful and thoughtful layout of print. It owns a full page of real estate (at least) and doesn’t try to distract from editorial content. Rather, it fits in as I’m flipping through the publication.
• It has the interaction and control made available in digital. If I’m interested, I can choose to drill deeper and deeper to learn more about the product. In this case, I can buy it right away. As a wise professor said to me, “People hate advertising, but they love shopping.”

In this ad of the week video, the opening page describes background about the Levi’s brand, fabrics, and construction. Scrolling down, I can learn more about the product. In the women’s ad, it uses a nested overlay – with buttons and slideshows embedded in a scrolling frame, so that I can flip through thumbnails of their clothing, and when I tap on a thumbnail that intrigues me, I can see a larger image of the product… and then buy it. The men’s ad has a similar format, allowing readers to zoom in on product details and ultimately purchase Levi’s clothing.

• Check out the Levi’s in Bullett ad of the week video to see how your brand can use Digital Publishing Suite to educate your audience about the brand.
• Register for the Digital Publishing Suite Summit in New York City to hear Levi’s and Bullett discuss advertising in digital publications.
• Download Bullett for iPad.

Embed Publications within Websites

Web View of Adobe Inspire Digital Magazine

Many of our customers use the social sharing feature in Digital Publishing Suite. Once an article has been shared to a social network such as Facebook or Twitter from within the DPS app, readers can experience DPS articles in a web view (through what is officially known as Content Viewer for Web). Social sharing has proven valuable in helping our publishing and corporate partners reach a wider online audience and ultimately drive digital uptake of content. If you have not yet experienced the social sharing web view, view a video of social sharing that we released last year.

We have now taken this one step further. Publishers and brands can introduce new readers to your mobile publication by embedding it into your website.  The highly designed mobile reading experience can be replicated online in the context of your branded website, taking advantage of web traffic to generate awareness of high value mobile content.  In order to drive purchase of mobile content showcased on your site, you can designate specific articles as free, set up metered paywalls, and even create a web-only folio with articles designed specifically for online viewers. Watch Colin Fleming’s video, Embed Publications within Web Sites.

Free Article Preview on iPad

Readers can choose to preview an article

Publishers can set up a paywall after readers view several articles

Last release, we launched the “First Folio Free” feature. Publishers use this feature to give first-time readers immediate access to the most recent issue, allowing them to “try before they buy” and enticing them to make subsequent in-app purchases of additional issues or a subscription.

Free Article Preview on iPad gives publishers more options to convert browsers into buyers. Instead of offering an entire free folio, you can pique readers’ interest with selected free articles and encourage them to purchase the folio by displaying teasers or upsell prompts for additional premium content. Watch Colin Fleming’s video on Free Article Preview to see the full experience, as well as how to set it up paywalls associated with the free articles.

iPhone 5 Support

iPhone 5 with 4” Rendition

The iPhone 5 provides more real estate for publishers to deliver an improved reading experience.  That extra space provides easier navigation within the app and full screen video without letter boxing. Content built for iPhone 4S and below will still appear as letterboxed on the iPhone 5.

PDF Content on Android

Reduce authoring costs and improve the reader experience with new support for PDF content on Android devices. By building PDF content for Android and iOS devices, publishers can reduce authoring costs and folio file sizes, and therefore download times. Not only can readers access content sooner, but they can also scale content using pinch and zoom. During the design and preview stages of development, publishers can now view PDF content on Content Viewer for Desktop.

Watch Colin Fleming’s video, PDF Content on Android.

Updates to Analytics

Web Viewer Analytics in Site Catalyst

Web Viewer Analytics: As the web viewer becomes more integral to the DPS experience, analytics are following suit. Analytics for web viewer is available with a Site Catalyst account so that publishers can understand how many readers are viewing content via web viewer, which content is the most popular, and how often each type of overlay was started.

Track Preview: In order to understand the impact of Free Article Preview, Site Catalyst in DPS allows publishers to find out how many readers are previewing content, which articles are most frequently previewed, and the number of purchase conversions driven by free articles.

Completed Article Analytics: Which articles hold readers’ attention until the end? Now, DPS Site Catalyst customers can find out how many readers read a full article. In addition, publishers can find out if readers are using the Table of Contents to discover articles and move around the issue.

For a complete listing of all Site Catalyst data available in DPS, read the Adobe® SiteCatalyst Digital Publishing Report Guide

This blog post only scratches the surface on the latest features available in Digital Publishing Suite. View more detailed information on the following DPS sites:

• For a detailed overview of the new features, visit Bob Bringhurst’s DPS Help Site, What’s New in This Release.
• Watch Colin Fleming’s new videos for this release:
  • Embed Publications within Web Sites
  • Free Article Preview
  • PDF Content on Android
• Visit the Digital Publishing Suite Developer Center
  • Free Article Preview
  • Promoting Free Content to Gain Readership
  • Read new iPhone 5 content added to Colin Fleming’s Building multi rendition articles and DPS authoring with InDesign for iPhone and iPod Touch
  • Embedding Web Viewer Content Into Your Web Page
• Read the latest updates to the Adobe® SiteCatalyst Digital Publishing Report Guide