September 17, 2013
By Sonia Sawhney
The judging is complete and winners have been announced for Adobe & Adweek Digital Publishing Awards! Congratulations to Dan Marcolina of Marcolina Design, Inc. for receiving the Best Mobile App award and Fernando Carreira of the goodfellas for the Best Mobile Ad award. The winning entries used Adobe Digital Publishing Suite to develop ingenious, inventive, and effective apps and ads for tablets.
The Adobe & Adweek Digital Publishing Award recognizes the most innovative mobile ads and apps that reflect imaginative thinking, awesome creativity, and design acumen. This year’s winners truly harnessed the power of Digital Publishing Suite to create compelling experiences for consumers.
Entries were judged on originality of concept, execution of creative elements, and inventive use of interactive components to enhance understanding and engagement with content. The four judges on this year’s panel were:
- Joe Zeff, President, Joe Zeff Design
- Josh Klenert, Director of User Experience and Design, The Huffington Post
- Nick Mrozowski, Executive Creative Director, Adweek
- Carol Wells, Design Director, Adweek
Best Mobile App Award
Dan Marcolina of Marcolina Design, Inc. snagged the Best Mobile App Award, partnering with Rick Smolan of Big Data book. The winning app, The Human Face of Big Data, is an innovative app with enhanced stories bringing the Human Face of Big Data to life. Exploring the world from a new lens, this pioneering app is a seamless blend of interactive elements and groundbreaking ideas encapsulated into a digital journey. As we shared in the past, it’s no question that this is an award-worthy app. The Human Face of Big Data app transcends expectations with thought provoking concepts and extraordinary imagery woven into a truly seamless tablet experience.
Check out The Human Face of Big Data in the DPS Showcase Gallery to learn more.
Best Mobile Ad Award
Fernando Carreira of the goodfellas partnered with ALmapBBDO to bring home the Best Mobile Ad award. Fake Ad, the iPad ad for Bradesco Seguros, used Digital Publishing Suite to bring advertising to life on the tablet. As readers swipe across the screen, the advertisement’s car follows the direction leading to a crash. The interactivity embedded in this ad revolutionizes the way advertisers connect with readers by telling the story: “unexpected events happen without warning. Make a Bradesco car insurance plan.” The unexpected yet remarkably effective advertising racked up votes with this year’s judges to take home the Best Mobile Ad Award.
Experience Fake Ad in the DPS Showcase Gallery to learn more.
This year’s winners receive prize packages including:
- Trip to NY for Advertising Week + guest
- One Super Delegate conference pass to Advertising Week (Sept 23-27, 2013)
- Honored at Reception during Advertising Week (Monday, September 23)
- Winning entry featured as an insert in Adweek iPad edition digital publication
- One year Adobe Creative Cloud membership (estimated value $600)
- One year subscription to the Adweek iPad edition digital publication
- A ticket to 2014 CLIOS Awards
Explore the Adobe & Adweek Digital Publishing Awards:
- Best Mobile Ap Award Winner: The Human Face of Big Data – Dan Marcolina of Marcolina Design, Inc.
- Best Mobile Ad Award Winner: Bradesco Seguros Ad – Fernando Carreira of the goodfellas
September 15, 2013
We’re pleased to announce the latest release of Digital Publishing Suite. The new features in Digital Publishing Suite will help draw audiences into your content and deliver deeper engagement with your publications and brands.
New features available in the latest release of DPS include:
- Support for iOS 7
- Mobile Safari Web Viewer
- Out-of-the-box push notification service
- Standardized metrics for the digital publishing industry
- Device camera integration
- Schedule Folio Availability date
Let’s take a deeper dive into these key features.
Support for iOS 7
Anytime Apple comes out with a new mobile iOS version, it’s big news. iOS 7 is no exception. The expected release of Apple’s newest mobile operating system later this week, combined with the latest release of DPS, will allow you to build apps that fully comply with iOS 7 design guidelines that make use of translucency and motion. On both the iPad and iPhone, DPS supports standard UI elements provided by iOS 7 that revolve around light color icons and text as well as dynamic effects.
One important item to note – with the release of iOS 7, Adobe DPS is dropping support for iOS 5. This means that any apps built with the newest release of DPS will not run on iOS5. For more details on this issue please read the technical brief.
Now, let’s take a quick look at how the same app built in the newest release of DPS looks on iOS 6 as compared to iOS 7. The new iOS 7 UI on the right makes use of light blues and grays in both the icons and the text. Additionally, apps built with the newest release of DPS for iOS 7 will now display the Apple status bar at the top of the iPad or iPhone.
Publishers can continue to take advantage of custom designed slot icons in the folio view status bar. These labels can now be more easily localized and the horizontal spacing between the icons is controlled by the OS and automatically changed based on the number of configured icons – both leading to decreased production time.
Also new to iOS 7 are actionable slots. An icon and its label are only visible when a slot is in use. For example, if a folio has not been downloaded into the application, the viewer icon in the status bar at the bottom of the app is not visible.
Once the .folio is downloaded into the app, the viewer icon appears in the mustache of the application.
Once an issue is opened, the viewer icon in the status bar automatically turns light blue.
DPS will now support AirDrop, which allows readers to share content with people near them. DPS will also natively support sharing through email, Twitter and Facebook. Additionally, Pinterest has been added as a custom sharing activity. To take advantage of these native social sharing channels, readers will need to enter their credentials into the iOS settings in order for the Twitter and Facebook icons to appear in the activity sheet. If they have not done this prior to sharing, DPS will prompt them to do so.
Mobile Safari Web Viewer
The newest release of DPS has significantly simplified sharing and receiving shared content on a mobile device. Recipients can open shared articles with one click access to content in the new Mobile Safari Web Viewer (iPad only). When the reader receives a shared article on their iPad, she can now immediately begin reading without having the application or full issue downloaded to her device.
DPS now also supports the iOS Smart App Banner at the top of the shared article. If the app is already installed on a user’s device, tapping the banner launches the app and the reader can continue reading the full issue (if entitled). Also new to DPS is a persistent call-to-action or promotional banner at the bottom of the app which encourages the reader to get the app if it isn’t already installed. Tapping the promotional banner intelligently takes the reader to the app’s entry in the App Store.
Lastly, the Mobile Safari Web Viewer also supports paywall capabilities which allow the publisher of content to set a threshold of how many articles can be read at no cost before a reader is asked to purchase the issue.
Adobe Push Notification Service
Within DPS you can now take advantage of integrated, customizable text notifications. This allows you to notify readers or customers of new content within your application (iOS devices only). Built into DPS, you no longer have to integrate with a third-party push notification service to alert your audience of new content through push notifications. Push notifications can dramatically increase the number of issue downloads and should be used as much as possible by publishers of content.
Tapping on a text notification on a device launches the application that contains the new content. Additionally, you can now measure customer reaction to push notifications, including the number of readers who opt-in to receive push alerts and how many times an app launches as a result of text notification.
Audience Standard Metrics for Publishing Industry
Digital Publishing Suite now includes access to new industry-standard audience metrics. These analytics are the result of work done with the MPA – The Association of Magazine Media and other key publishing stakeholders to define and deliver a consistent set of metrics that support the initial set of industry recommended engagement metrics.
DPS now enables publishers to measure the total number of tablet readers per issue, total number of sessions per issue, average amount of time spent per reader per issue, and average number of sessions per reader per issue, using an industry-wide, agreed-upon methodology across digital magazine editions. Read more about the audience standard metrics included in DPS or download the methodology document that describes how these audience standard metrics are captured, calculated and presented in DPS.
Other analytic improvements include a new analytics portal user interface as well as the addition of almost 20 new reports to the portal, including the ability to track content views by mobile devices, and social sharing of articles and folios.
Last but not least, within Adobe Site Catalyst you can now track authors or advertisers associated with an article so that publishers can better measure which author or advertiser is driving the greatest article views within an issue.
Device Camera Integration
A fun new feature added to DPS allows your readers to use the device camera (iOS only) to take photographs within your app and either feature photos within your content or store them in the camera roll. Readers can put a branded overlay on top of the picture taken with the device camera or chosen from the library. They can then share the photo with friends through external social sharing channels or by leveraging sharing functionality within app.
Schedule Folio Availability Date
Adobe continues to focus on streamlining production and making it even faster for publishers and businesses to get their apps to market. Within DPS you can now streamline content production time and cost with new Schedule Folio Availability date functionality. Define a specific date and time to publish folio content to the DPS Distribution Service, eliminating the need for production staff to manually push new content live. In addition, you can access and set Schedule Folio Availability date information programmatically in the Folio Producer API.
This wraps up what is new in Digital Publishing Suite. For more information on the newest features and enhancements in DPS, be sure to check out the Digital Publishing Suite Developer Center. And if you’d like inspiration from your peers, check out the new Digital Publishing Suite Showcase Gallery.
Get started using the newest release today.
Adobe is excited to announce that four standard audience metrics—as defined by the magazine industry—are now available directly from within Digital Publishing Suite.
Adobe has been actively participating in the DESI project—the Digital Editions Standardization Initiative—led by the MPA (the Association of Magazine Media) and supported by a task force made up of leading publishers, the American Association of Advertising Agencies (4As) and other technology providers. This group has come together with the common goal of creating accurate and consistent industry-wide benchmarking of digital editions for publishers and the advertising community. These metrics will allow publishers to establish even greater value inherent to their digital content and major brands to factor digital editions into their advertising strategies with accelerated confidence.
The first challenge the task force faced was determining definitions for and a common way of calculating the initial set of recommended metrics established by the MPA last year. The result–mission accomplished.
Now, four new metrics, sanctioned by the DESI task force and certified by AAM (Alliance for Audited Media), have been added to an already rich set of analytics data included in DPS Professional and Enterprise editions.
Publishers now have access to:
- Total number of tablet readers per issue
- Total number of sessions per issue
- Average amount of time spent per reader per issue
- Average number of sessions per reader per issue
Publishers have the option to provide these audience metrics to AAM and give visibility to agencies and advertisers.
To further support DESI, Adobe has created a methodology document that explains how the metrics in DPS are being calculated and presented. It will help publishers—big and small—navigate the standard audience reports within DPS and provide insights to other digital publishing platform providers who would like to integrate these metrics into their platform. Read it now.
Adobe’s customers are excited about this advancement.
“Adobe’s announcement marks a welcome first step towards an industry standard for measuring digital magazine issues,” said Rory O’Flynn, executive director of digital research at Time Inc. “It’s critical for the industry to speak about consumer behavior in a common language, so we can have more constructive conversations about the value of our digital content.”
The DESI project is still going strong and Adobe is looking forward to providing additional standardized audience and engagement metrics for the publishing industry in the future. The MPA’s Ethan Grey, SVP of Digital Strategy and Initiatives, talks about next steps for the task force:
“We are continuing the task force process. One of the things that has been fruitful is that all industries are represented–the agencies and brands, all major publishers, and tech providers. The task force serves the purpose of prioritizing and surfacing what is coming up day-to-day and the feedback flows directly into this task force. We’ll continue to determine what the ‘biggest bang’ things are that we can deliver on.”
Learn more about the standardized audience metrics in DPS.
- Read the press release
- Watch digital publishing evangelist, Colin Fleming, overview the new audience standard metrics
- Read the DevNet article to learn more about implementing these features and how to use the methodology document
September 13, 2013
Magazine, business, education and special interest apps are all part of this curated collection, which is designed to highlight the most engaging and informative apps pushing the envelope of mobile app design.
The new gallery includes videos, screenshots, interactivity, and details on the creative aspect of the apps as well as links to the apps themselves. And because this is a curated gallery, we will be highlighting new apps as they come online, so you can come back and see what is new on a regular basis.
Take a look at the amazing apps in our gallery today and let us know what you think in the comments below! We’re very excited to launch it, and look forward to hearing what you think about it.
September 6, 2013
Earlier this year, the National Committee of Royal Inauguration invited all Dutch citizens to send in their dream for the future of the nation. All entries have been judged by a professional jury of prominent Dutchmen. A selection of 300 inspiring dreams have been bundled in the Book of Dreams. The first copy has been offered to the Dutch King and Queen today at the Royal Palace. As of today 06:00pm, the paper version is available free of charge for all households in the Netherlands and the Carribean part of the kingdom.
The digital, interactive version of the Book of Dreams, created with Adobe Digital Publishing Suite, is also available free of charge for all inhabitants of the Netherlands and the Caribbean part of the Dutch kingdom. Along with the paper version, iPad, iPhone and Android tablet users can read the book on their phone or tablet.
The digital version of the Book of Dreams contains additional interactivity like enlarged display of photos, additional video and photo materials, and a unique video of the inauguration of King Willem Alexander on April 30, 2013. The digital interactive edition of the Book of Dreams has been developed at the request of the National Committee of Royal Inauguration and published by publishing house Nieuw Amsterdam. The Dutch mobile software developing agency The Saints is responsible for the creation of the digital version, using Adobe’s Digital Publishing Suite.
August 12, 2013
We don’t often report on magazines outside of the US, but when one comes along that really gets our attention, we have to spread the word. The Canadian National Magazine Awards Foundation recently announced that Canadian House & Home was the winner the 2012 National Magazine Award for Tablet Magazine of the Year. The foundation specifically highlighted March 2012′s The Color Issue, but every issue of this magazine is interesting, inventive and takes full advantage of the DPS features that enable an immersive, interactive experience.
What the National Magazine Award judges had to say about House & Home: “The tablet edition of this venerable title oozes planning and creativity and is an enhancement not just of a magazine, but a media brand. Well executed, this is way more than a print product in digital form. It’s an excellent melding of medium and message that takes full advantage of its tablet form while enriching the House and Home experience with vibrant colours, immersive options and e-commerce convenience. Bright, gorgeous, immersive, fun, integrated, detailed, thoroughly thought-out.”
Be sure to check out our recent Ad of the Week video that highlights the June 2013 issue of House & Home, sponsored by Buick, that seamlessly weaves editorial and advertising content throughout the app.
July 25, 2013
Publication uses Free Article Preview to pique reader interest before purchase
Last week, Time Inc. launched Entertainment Weekly on the iPad, allowing readers to immerse themselves in the publications’ new interactive tablet format. Using Digital Publishing Suite, the title engages readers with interactivity – through video, animations, slideshows and more – allowing the brand to bring to life the celebrities, TV shows, movies, music and books it covers.
In order to drive reach, readership and revenue for its content, Entertainment Weekly uses the Free Article Preview feature from Release 26 of Digital Publishing Suite. Upon opening the app, readers are greeted with a designed custom storefront that displays issues for browsing and purchase – all merchandised in the look-and-feel of the Entertainment Weekly brand. Readers can then download specific articles that the publisher marks as “free” in order to preview and sample selected content before purchasing. Free Article Preview allows Entertainment Weekly to pique reader interest with free content, and then when a reader swipes to a non-free (“protected”) article, he or she is presented with a prompt that encourages purchase or subscription. This way, readers can “try before they buy”, and Entertainment Weekly can drive greater readership and revenue.
Learn more about the Entertainment Weekly iPad app through the links below.
July 15, 2013
New Features include Pinterest, GPS, and Free Article Preview with Metering
By Teresa Demel
Today, we’re pleased to announce the latest release of Digital Publishing Suite – Release 27 – is now available. With support for Pinterest, device GPS integration and Free Article Preview with Metering, the latest features in Digital Publishing Suite are designed to help you drive awareness of, interest in, and revenue from your publications. In addition, we have refined Folio Producer Service so that you can streamline and accelerate production.
New features that are now available, in release 27, among others:
- Social Sharing through Pinterest
- Device GPS Integration
- Free Article Preview with Metered Content
- Copy Folio
For a full list of features available in release 27, visit Bob Bringhurst’s Help Site, What’s New in this Release.
Pinterest Added to Social Sharing
Socially sharing images has become mainstream, and DPS apps lend themselves to this medium since they are often well designed with striking visuals. In addition to existing social sharing functionality, you can now allow readers to share the image of an article page on their Pinterest boards. Their followers can be hooked in by great visuals and subsequently experience the interactive and informational content in your app, such as recipes, infographics, fashion, and home improvement techniques. The goal with this feature is to increase the reach of your content through your readers’ social networks. With this capability, corporate publishers can drive brand awareness and magazine and newspaper publishers can develop new readership. Available for iPad and iPhone.
The following visuals illustrate the flow of the Pinterest reading experience in DPS.
- A reader shares the image of an article page from the app and posts it on her Pinterest page.
- Her follower clicks on the Pinterest image.
- Once the image is open, she clicks on “Visit Website.”
- After clicking, readers can experience interactive article content on device or in the Web Viewer.
- Read the updated article on the DPS DevNet: Integrated Social Sharing with Digital Publishing Suite
- Watch Colin Fleming’s video of Pinterest social sharing on Adobe TV.
Device GPS Integration
Mobile readers are exactly that: mobile. Your consumers are reading content on the bus, at home, and at work, in different geographies and locations. You may need to deliver different types of content to people based on location. GPS integration allows you to deliver targeted content through integration with GPS location data from the device. Available for iPad and iPhone.
Consider the following use cases:
- Promotional Entitlement Banner Enterprise customers can place a geo-specific promotional banner in the custom store or library. For example, if you’re sponsoring an event in Los Angeles, you can promote a free folio to each attendee in LA by showing a targeted banner. When users click on the banner, they can enter login credentials and be entitled to the folio. This allows you to connect with the audience and capture data from attendees. Once attendees download the folio, they remain entitled to it after they leave Los Angeles. The geolocation does not change the content that they are entitled to, but only changes the banner that they see in the custom store or library.
- Region-specific folios If you have a sales enablement app, you may want to entitle sales team members to region-specific content, such as lists of pricing, regional distributors, and retail locations. For example, your U.S. sales team will see a different set of folios in their library from the Latin America sales team. As in the use case above, if a rep downloads a folio from the U.S. and then travels to Latin America, the folios downloaded in the U.S. will still be available on her device. Requires custom store or library.
- Region specific article or ad The first two use cases cover GPS integration with the custom store or library. In this use case, you can change content within the article based on geography. For example, you may have an article on farmers markets, and want to provide HTML content on local markets. In the case of an advertisement, GPS integration allows you feature local vendors to help drive regional sales. In the image below, the advertiser is a European railroad company that has different travel agents in each U.S. city.
- Read the DPS DevNet Article: Getting Started with the Geolocation API
- Watch Colin Fleming’s video on GPS Device Integration.
Free Article Preview with Metered Content
In our last release, we enabled Free Article Preview, allowing publishers to pique reader interest by providing selected free articles in a folio, and offering upsell or subscription prompts once consumers click on a protected article. Previously, articles were either designated as “free” or “protected” in the Folio Producer Service. As promised in Colin Fleming’s Release 26 video on Free Article Preview, you can now set up an additional content type — “metered” — and define a certain number of articles available for free to engage readers before encouraging them to purchase premium content. Once readers encounter the paywall, convert them into buyers with subscription and upsell prompts.
The following images show samples of metered content and upsell prompts.
- Read the updated article on Adobe DPS DevNet: Free Article Preview
In release 27, production staff can also streamline the production process and improve collaboration with new Copy Folio functionality. With this feature, you can copy an entire folio to your account using one-click access from the Folio Producer Service, eliminating the need to copy and rebuild a folio article-by-article. Production staff can insert content, including editorial and advertising, from content contributors and agencies more easily with this streamlined Copy Folio workflow. In addition, you can automate folio copying with access to the Copy Folio API. Watch the Copy Folio video from Colin Fleming on Adobe TV.
June 18, 2013
By Teresa Demel
Adobe Digital Publishing Suite has reached a major new milestone: over 100 million cumulative folios downloaded since we first launched DPS in March 2011. The hockey stick growth curve in digital downloads confirms that mobile readership on tablets and smartphones is on the rise. According to a Pew Research Report released this month, one third of American adults own a tablet. There is no denying that this is the time for brands and publishers to reach their audiences on tablets and smartphones.
We are not just seeing a rise in magazine and newspaper readership on mobile devices, but also significant growth in corporate adoption of Digital Publishing Suite. The number of companies using DPS to accelerate their mobile marketing has increased 30% in the last six months alone. This is due to continued innovation in DPS, which allows companies to drive readership, commerce, and customer loyalty.
DPS was originally designed to support publication of magazines such as Martha Stewart and National Geographic to tablet devices. Because of the versatility of the platform, brands are increasingly publishing event applications, customer communications, brand loyalty magazines and digital catalogs to mobile devices.
The adoption and acceptance of mobile devices and digital publishing is undeniable. The DPS team is proud to help our customers deliver beautiful and meaningful content to mobile readers and consumers.
- Learn about trends in digital publishing in the Adobe Digital Index Report
- Read the full press release, Adobe DPS Drives 100 Million Digital Publication Downloads, on the Adobe web site
June 13, 2013
During Independent Publisher Week, Adobe and Adweek are searching for those indie publishers who have created a digital version of their magazine or run amazing ads within those digital magazines to be considered for the Digital Publishing Awards. We’ve seen a couple, including entries from Artribune, an app for the iPad from Italy, and TLQ, a debutante iPad app targeted at global thought leaders. Check out these amazing apps.
We know there are more out there!
Don’t be shy to upload your entries to Behance and be awarded for the most innovative ad that has run in an Adobe Digital Publishing Suite app and the most innovative app, developed with Adobe Digital Publishing Suite. All entries are due July 22, 2013 and the two winners will be showcased in Adweek’s iPad edition and on Adobe.com. The winners will also be flown to New York and honored during Advertising Week. Learn more at www.dpsawards.com.
Submit your entry today. Or “appreciate” (That’s a “like” on the Behance site) the entries that you think deserve to win. The entries with the most appreciations will be considered as a finalist – so appreciate now! All entries should be tagged with “Adobe DPS” and posted on the Adweek Talent Gallery at talent.adweek.com.
We look forward to seeing your best ads and apps!
May 17, 2013
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:
May 15, 2013
What a fantastic second day at Adobe Digital Publishing Summit! Today we heard from Corporate Publishers including:
- Sotheby’s International Realty
- 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:
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.
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.
May 14, 2013
That’s a wrap for Day 1 at Adobe Digital Publishing Summit! Today we heard from National Geographic, Martha Stewart Living Omnimedia, Wolters Kluwer, Hearst Magazines, Daily Mail, The New Republic, and many more speakers from companies & brands. Everyone in the room was pushing the boundaries of Digital Publishing Suite to engage with their customers through apps on tablet & smartphone devices.
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 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.