Turning Browsers into Buyers

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.

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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.

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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.

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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.

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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.

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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.

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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.

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3:16 PM Permalink

Adobe’s Nick Bogaty to deliver keynote address at December 10 TAP conference

Nick_Bogaty (2)[1]

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.

Register for the webinar to reserve your spot.

View the event agenda:
TAP: Technology Advancing Publishing Agenda

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8:34 AM Permalink

Congratulations 2013 Digital Magazine Award Winners

DPS_FB_12.02_2013DMAwardsLeading digital magazine producers and advertisers came together to showcase the innovation revolutionizing the publishing field for the recent 2013 UK Digital Magazine Awards.

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

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2:55 PM Permalink

5 Things to Know Before Developing a DPS App

BobLevineDigital Publishing Suite Evangelist Bob Levine is a graphic designer and digital publishing services consultant with a primary focus on serving small to medium size businesses.


Know the Difference between Supported and Unsupported InDesign Features

You don’t have to go back too far into the past to a time when Adobe InDesign was used to produce printed output and all features were geared toward print workflows. Fast forward to today and InDesign is being used for output to multiple digital platforms (Epub, Interactive PDF, DPS, SWF) as well as print. Because of that, not every feature works with every publishing intent.

As an example, native animations, some button actions, and blend modes between interactive and static content are not supported in Digital Publishing Suite.

Understand the Concept of Overlays

All interactivity for DPS is added as an overlay which sits on top of static content no matter what the stacking order is in your InDesign document. Because of that I’ve found myself pointing out “they’re called overlays for a reason.”

In other words, you can’t put static content on top of interactivity. There are of course workarounds – either include the static content in your interactive content or convert it to interactive content.

Dual Orientation is All or Nothing at All

While it may look like magic on an iPad, having two orientations for your folio is not magic. It involves creating two layouts for every article. Think carefully about whether it adds anything to the experience for the reader since not only does it involve extra work, it also can double the file size of your folio.

You Must Have Access to a Mac

While the production of a folio can be done on either Mac or Windows, the actual process of building and submitting the app must be done on a Mac. This is an Apple requirement, not Adobe’s so be prepared. And finally, speaking of needing a Mac…

Apple iTunes App Store Requirements

This can’t be emphasized enough. It’s their ball and their bat so they make the rules for the game. The biggest thing to be aware of is that glorified PDFs, that is apps that have little or no interactivity in them, will be rejected for being too book-like. Things to include to minimize rejection risk:

  • Slideshows
  • Scrolling Content
  • Animations
  • Audio and video

In short, keep it engaging for the user. Also, when submitting your app, avoid the book category and don’t use book terms such as table of contents, page, PDF, and of course, book.

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11:29 AM Permalink

Webinar Recording – Accelerate Revenue with DPS Consumer Marketing Tools

Marketing Tools Wbnr Recap_ScreenshotOn November 21st, Adobe hosted a webinar on the powerful consumer marketing tools available within Adobe Digital Publishing Suite to accelerate readership and purchase – and drive revenue for your publications. Join us for a replay of the webinar below for a look at key things you can do to deepen engagement and accelerate revenue from your customers.

In the webinar, Bridget Roman, product marketing at Adobe, and Colin Fleming, Adobe digital publishing evangelist, explored the DPS consumer marketing tools being used by innovative publishers to drive engagement, circulation and revenue. These tools enable publishers to:

  • Offer freemium content with tools for converting readers into subscribers
  • Harness the power of your readers’ social networks
to increase content reach
  • Monetize your web traffic by embedding a high-fidelity version of your magazine
  • Keep your readers coming back for more with custom push notifications

The webinar also looked at industry metrics highlighting successes seen in digital circulation and reader engagement, in addition to case studies of titles that have integrated consumer marketing tools into their digital strategies with excellent results—including The Washingtonian and People.

The webinar received an “excellent” rating by over 50 percent of attendees; be sure to access the webinar recording below for a look at how to use these tools to drive your business forward.

Watch the webinar recording:
Accelerate Revenue with DPS Consumer Marketing Tools

Learn More

Read the white paper:
Best practices for driving readership with Adobe Digital Publishing Suite

Watch the videos:
Best Practices for Driving Readership with DPS, Part 1
Best Practices for Driving Readership with DPS, Part 2

Visit the Driving Readership section of DPS Developer Connection site:
Driving Readership

 

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11:31 AM Permalink

GIE Media sees engagement times of more than 2 hours per month with Digital Publishing Suite

Business-to-business publisher GIE Media has honed its digital publishing expertise with titles like Golf Course Industry, Pest Control Technology, Lawn & Landscape, and A Garden Life. With roots in the publishing communications industry spanning more than 30 years, the media powerhouse was quick to recognize the importance of a transition from print to digital to reach key decision makers in B2B industries.

It was this acknowledgment that led them to select Adobe Digital Publishing Suite to create an interactive app that gives readers access to a highly engaging educational experience.

Thanks to immersive editorial and advertising content and access to highly informative analytics, GIE boasts reading sessions of up to 45 minutes, with multiple sessions per month with their app. This growth represents a 300% increase in engagement after transitioning from PDF replicas to the DPS interactive platform.

Chris Foster, President and COO of GIE Media, says, “Our biggest problem with flipbook magazines was the inability to track who was reading what, how many times they were opening it, how long they were in it and what article they were reading. With interactive app development, that went away completely. We can track everything.”

GIE has experienced similar successes when using DPS to reimagine advertisers’ print ads for the digital space. As readers spend more time engaging with the enhanced content, advertisers enjoy benefits including elevated viewership and click through rates, creating an entirely new revenue stream for GIE.

Watch the video to see how adopting Digital Publishing Suite has helped GIE Media drive down publishing costs while increasing reader engagement and advertising revenue.

Watch the video:
B-to-B Publisher GIE Media Sees Engagement and Revenue Explode with DPS

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8:00 PM Permalink

Top Gear Sees 300% Increase in Engagement with Transition to DPS

TopGear_3AppsWhen you publish the biggest car magazine in the world, you want a digital edition as high-tech and feature-rich as the cars it showcases. That’s why Immediate Media chose to work with Digital Publishing Suite to create the digital edition of BBC Top Gear magazine. In addition to being able to leverage the print workflow, DPS lets the publisher add a range of interactive features, including 30-second videos, animations and HTML widgets.

BBC Top Gear magazine has been the United Kingdom’s best-selling car magazine since it launched twenty years ago. The television show of the same name has an estimated global audience of 350 million viewers in 170 countries. The venerable motoring franchise has evolved from a forum for evaluating test-driven cars into a multimillion-dollar global business that spans print, television, the Internet, merchandise and live events.

Simon Carrington, publisher of Top Gear, says, “Cars move and make noise and our audience expects our digital edition to reflect that interactivity. With Adobe Digital Publishing Suite we’re able to include dynamic, interactive content that car aficionados love as part of the overall digital edition experience.”

So far, the results have been impressive. Compared to the previous PDF replica version of the magazine, readers spend three times more time with the new digital issue. Downloads have also increased by 200%, while advertising revenue has risen by 130%, with users engaging with interactive ads for an average of 53 seconds.

Read the case study:
Immediate Media Co for BBC Worldwide: BBC Top Gear magazine Driving engagement

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9:07 AM Permalink

Chantal Kolber, Director of Digital Advertising at Wolters Kluwer to Headline 2013 Seybold Going Digital Conference

We are excited to announce that Chantal Kolber, Director of Digital Advertising at Wolters Kluwer, will be headlining the 2013 Seybold Going Digital Conference in Philadelphia on Wednesday, December 4.

Wolters Kluwer Health is a leader in the medical journal transformation to digital. As a publisher of hundreds of journals for professionals in the medical, nursing, and allied health fields, the company has evolved its print and online journals with access to rich digital app editions of the journals published on the iPad using Adobe Digital Publishing Suite, Enterprise Edition.

This year’s Going Digital conference will focus on what is practical, achievable, and important in digital publishing. The day will be filled with solid news, views, information, and tools publishers need today (and tomorrow) to plan, create, implement, manage, and monitor successful digital publishing initiatives and projects.

Learn more and register for the conference:
2013 Seybold Going Digital Conference

Read the case study:
Wolters Kluwer Health: Medical journal transformation

Watch the video:
Wolters Kluwer: Transformation of a global medical publisher

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12:33 PM Permalink

Ready to accelerate your readership and revenue? Attend our webinar and read the Driving Digital Readership white paper

You’ve created your immersive and beautiful digital magazine and delivered it to the Newsstand, but now what? If you’re ready to take your digital magazine strategy to the next level, be sure to check out our jam-packed white paper that focuses on all of the consumer marketing tools available within Adobe Digital Publishing Suite. You’ll learn how to:

*   Offer freemium content with tools for converting readers into subscribers
*   Leverage the power of your readers social networks
*   Monetize your web traffic by embedding a high-fidelity version of your magazine
*   Keep your readers coming back from more with custom push notifications
*   And much more

Read the PDF here:
Best practices for driving readership with Adobe Digital Publishing Suite

 

Plus, don’t miss the free, one-hour webinar on Thursday, November 21 at 9am PST where all of these topics—and more—will be covered! You’ll learn firsthand how and why to use these features and see terrific examples of how publishers are using them today.

Register for the webinar to reserve your spot!

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4:09 PM Permalink

Webinar Recording: Forrester Research, Inc. shows how to drive downloads for your app

Your mobile or tablet app will only make an impact if customers can find and download it. View a report and one-hour on-demand webinar by guest speaker Thomas Husson from Forrester Research to learn how to put your mobile app into more hands. With these expert tips and strategies, you will discover new ways to promote your app more effectively.

In this recording and associated report, you will learn new ways to increase the awareness and discoverability of your app—both through your own channels and in mobile app stores. To dive deep into best practices, join us to explore case studies of successful brands and learn how they are succeeding in driving downloads.

In this on-demand webinar and report, you will learn:

  • Best practices to drive awareness of your mobile or tablet app
  • Marketing strategies for app promotion – both in app stores and in your own channels
  • Expert tips to drive downloads from case studies of successful companies
  • Trends across industries and verticals from Forrester Research

Access the webinar recording link:

Learn from Forrester Research, Inc, how to drive downloads for your app

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9:00 AM Permalink

Video: Sotheby’s International Realty drives ROI with Sales Enablement App

We’ve blogged in the past about leading global luxury real estate network, Sotheby’s International Realty, which equips its affiliates with a sales enablement app built with Digital Publishing Suite. Today, dive deeper into the Sotheby’s International Realty story through a short video that shows how the firm is using its Anthology app to enable agents with the latest interactive sales material – and how it drives ROI in the process.

Sotheby’s International Realty has over 13,000 sales associates in its network and needed to enable distribution of the most up-to-date sales enablement content to their affiliates. The app, Anthology: The Collection of an Extraordinary Brand, not only encapsulates everything that Sotheby’s International Realty does from a marketing perspective, but helps drive down publishing costs and enhance its direct ROI. View the video below to discover the story of the Anthology app, as well as how adopting Digital Publishing Suite has helped differentiate Sotheby’s International Realty within the industry as an innovative leader.

Watch the video to learn more:

Sotheby’s International Realty: Driving ROI with Sales Enablement App

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2:48 PM Permalink

November 7 Webinar: Measure Mobile App ROI

Join us on November 7 to learn how to quantify the impact of your app in a one-hour webinar session with Adobe and guest speaker Julie Ask from Forrester Research, Inc. In this session, learn best practices on measuring ROI for your tablet or smartphone app, and gain a clearer understanding how to measure impact and ROI for your mobile apps.  Forrester Research will overview strategies to quantify the impact of your app, factors you should look at and more.

In this webinar, you will:

  • Learn best practices to measure ROI of your mobile or tablet app
  • Discover measurement strategies to quantify app impact – both for internal and external apps
  • Explore case studies from successful companies
  • Gain insight from Forrester Research about key factors to measure and how to weight those costs

Event details:

Thursday, November 7
10:00 a.m. PT/1:00 p.m. ET
Duration: 1 hour
Speaker: Julie Ask, VP and Principal Analyst, Forrester Research, Inc.

Learn more and register for the webinar:
Learn best practices to measure mobile app ROI

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9:00 AM Permalink

AZ, Digital Magazine from The Arizona Republic, Wins AP’s Innovator of the Year Award

azmagazine We are thrilled to announce that AZ, a twice-weekly news magazine produced by The Arizona Republic, has just won the prestigious Innovator of the Year award from the Associated Press Media Editors at their annual conference. The APME Innovator of the Year award recognizes innovation that demonstrates a bold, creative, and successful effort to improve a news or information product and increase audience.

In less than a year, AZ, built on the Adobe DPS platform, has delivered on all of these fronts, consistently providing readers with a publication that weaves amazing design and interactivity around compelling and timely editorial designed to serve their local community. In addition, the team at AZ has been able to quantify the success of their content and prove they are building a highly engaged and committed readership:

  • 75% of AZ readers come back within a week of their last visit, some come back daily
  • Readers spend an average of 69 minutes in each issue
  • Readers have spent more than 46M million minutes with the app since December 2012

Be sure to watch the AZ video to see first hand how this passionate team delivers their award-winning magazine. Keira Nothaft, Editorial and Creative Director of The Arizona Republic, sums it up by saying “We are in the fight of our lives. We have to engage and reach audiences where they are, on the device they’re using, at the moment they’re using them, and do it in a way that is captivating. People must feel AZ is must read. We are able –with the device, with the software and with our amazing talent — to give readers stories in a way they’ve never been able to experience them before.”

Congratulations to the team at AZ!

MORE:
Check out the free app
Read the news story

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1:30 PM Permalink

Adobe Digital Publishing Summit (EMEA) 2013: Mobile Is the New Digital Hub

DPS DPS DPS Summit impressions from the London stop, Mark Greenaway, Digital Media Sales at Adobe

From 26 September to 3 October, leaders in the field of digital magazines, newspapers and corporate publications came together during several Digital Publishing Summit (EMEA) events in Hamburg, Stockholm, Paris and London to share successes, best practices, and challenges with their peers. Top Adobe clients in attendance included Top Gear, Daily Mail, Airbus, Renault, Remy Cointreau, Adidas, Sotheby’s, Elle, and Shop Direct as well as representatives from several agencies and publishing partners specialized in digital.

Adobe shared product insights and demonstrations, as well as data analysis pointing to the future of the publishing industry with highly designed content delivered on mobile devices and the web. Nick Bogaty, Senior Director Digital Publishing at Adobe talked about the future of digital publications and how the company is driving platform development to increase digital readership for its clients. One of his predictions: Publishers who are taking advantage of tablets and their possibilities (for example, rich media design) will see this translated into higher number of readers, increase in reader engagement, and last but not least, their advertising income will be on the rise as well. Finally, Bogaty pointed out the great opportunities in digital publishing which lie ahead for corporations either seeking to create higher brand affinity with their customers and prospects or wanting to put out impactful content and communications materials for internal purposes while saving costs at the same time.

Nick Bogaty

Nick Bogaty, Senior Director Digital Publishing at Adobe

DPS Customers Talk about Their Digital Publishing Strategies

Afterwards, Adobe opened the stage so our DPS customers could share their stories with the audience, among them Daily Mail, Sotheby’s Realty International, Remy Cointreau, and Top Gear. From Top Gear, for example, we heard how an iPad edition has enabled them to combine the great editorial content of the magazine, the interactivity of the website, and the top quality video content you associate with the TV show.

Top Gear

Caption: Simon Carrington, Publisher at Top Gear

Jonathan Wall, Group e-Commerce Director at Shop Direct discussed the results the Group is reaping after reinventing its retail business to take into account growing mobile and tablet use amongst its customers.

DPS

Jonathan Wall, Group e-Commerce Director at Shop Direct

Advertising Trends: Mobile & Apps – Whatever You Do, Your Strategy Should Include Mobile

Thomas Husson from Forrester Research shared recent survey results about the so-called “Mobile Mind Shift” and talked about best practices of making the most of mobile and apps in the marketing mix and how publishers can exploit this new environment to connect with customers in a more meaningful way. Key takeaway: Whatever you do, your strategy should better include mobile.

Interesting stats (Source: Forrester Research):

  • Number of iOS devices sold: 700 million
  • eBay predicts it will generate 20 billion dollars on its mobile platform by 2014
  • Number of Android devices sold: 1 billion
  • Active users on Facebook per month: 820 million

Thomas Husson

Thomas Husson, VP Principal Analyst Marketing Leaders at Forrester Research  

Key Takeaways

The conversations at this year’s DPS Summit show that publishers are thinking creatively about how to bring their brands or publications to life on leading tablet and smartphone devices and deliver even greater mobile results. Among publishers we see proof of digital business models that work, resulting in higher income from readers and also advertisers. Furthermore, there is increasing focus on innovation and higher investment in successful marketing of a growing variety of digital publishing content.

Watch Highlights from DPS Summit (EMEA) 2013 in London & Paris on Video!

Leaders in digital publishing joined us in London and Paris to discuss their digital publishing strategy, and we are delighted to share a video of their talks here.

DPS Summit in London

DPS Summit in Paris

Official DPS Summit (EMEA) 2013 App & Presentations for Download

Download the official DPS Summit EMEA 2013 app for iPhone & iPad and get access to valuable presentations made at DPS Summit. (Log in: dps, password: summit).

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10:07 AM Permalink

App of the Week – GE Inspired

By Teresa Demel

GE Inspired

GE Inspired Magazine, published six times a year by GE Appliances on the iPad, showcases features and benefits of GE Appliances’ new product innovations. This publication is a must-have for appliance aficionadoes. Download the app to learn more about GE’s appliance technologies, latest product innovations, and promotions.

In this video, I show how GE uses DPS to educate its sales team and fans about the latest innovations:

  • Video overlays show the new features in action
  • Buttons and slideshows allow readers to thumb through show rooms and see the appliances in futuristic living areas. In addition, they allow readers to tap on product elements and learn more about the features

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1:26 PM Permalink