March 17, 2012
Want to know how to optimize your tablet content for business results? Join us at the Adobe Digital Marketing Summit and attend the session: Tablet Publishing: Using Analytics to Drive Business Results on Thursday, March 22 in order to understand how to hone your editorial and advertising strategy based on reader consumption of content. Learn how Adobe is collaborating with publishers to refine content for highly immersive publications based on metrics around tablet usage. Want a more in-depth understanding of Digital Publishing Suite? Adobe evangelist Colin Fleming will also conduct a full day Training on Digital Publishing Suite on Tuesday, March 20th.
Details for both sessions are below. In addition to the Digital Publishing Suite sessions, we also recommend the Media Monetization sessions designed for publishers. Speakers from Condé Nast, Yahoo!, Forrester, and Adobe will discuss driving return for advertisers, thriving during digital disruption, measuring audiences across channels, and the evolution of digital publishing. You will walk away with a sense of how extended, drill-down analytics can drive success in your business.
Digital Marketing Summit
Mar 20-23, 2012
Salt Lake City, Utah
Tablet Publishing: Using Analytics to Drive Business Results
Laura Winner, Condé Nast Publications
Michael Goldstein, Senior Consultant, Adobe
Thursday, March 22, 11:00 AM
Print isn’t dead, but it is dramatically changing. The argument now isn’t so much about where content should live, it’s about that content should live everywhere. With this publishing revolution, media and business publishers are taking a hard look at how they can transform themselves with so much information consumed on tablets. Hear how Adobe is collaborating with other companies to create the next generation of how consumers view and interact with publications on tablet devices and how to optimize those publications for success. The integration of Adobe Digital Publishing Suite and Adobe Digital Marketing Suite allows tablet publishers to fine-tune content and advertising inventory as they develop high-impact, immersive publications for tablets.
In this session, learn:
• How analytics help tablet publishers select editorial themes and interactivity types that demonstrably resonate with an audience
• How insights into user interaction with advertising helps publishers identify the most engaging ad formats and placements and establish premium pricing for those units
• Best practices for applying analytics into the day-to-day tablet publishing workflow
This session is for publishers who run or interested digital magazine editions.
Adobe Digital Publishing Suite Pre-Conference Training
Conducted by Colin Fleming, Digital Publishing Evangelist, Adobe
All day: Tuesday, March 20, 2012
Adobe Digital Publishing Suite is a complete solution that lets individual designers, traditional media publishers, ad agencies, and major media and brand organizations create, distribute, monetize, and optimize cutting-edge interactive content and publications for tablet devices. Efficiently bring your tablet content to market. Smooth integration with Adobe Creative Suite® 5.5 software and tight control over the complete application creation and publishing process empower you or your design and production staff to deliver engaging tablet documents that meet even the most intensive deadlines.
In this course you will learn how to use Adobe InDesign and Adobe Digital Publishing Suite to design and layout mobile documents and build single-issue and multi-issue viewer apps. These apps will deliver innovative reading experiences, interactive content, and high-impact advertising on leading tablet devices that get consumers more deeply engaged with your content and your brand. Additionally, you will see how easily Adobe’s Digital Publishing Suite ties in with Adobe SiteCatalyst analytics.
Participation in this course requires an intermediate knowledge of Adobe InDesign and use of a Macintosh computer (to be provided). Time will not be taken during class to bring students up to speed on how to move around in the InDesign product.
February 27, 2012
Today, Adobe unveiled data that shows tablet magazine readership is engaged and willing to pay for high value content. In the last year, readers have downloaded 16 million publications built with Digital Publishing Suite. These people are purchasing the majority of their content and taking advantage of built-in interactivity. This high level of consumer engagement bodes well for the future of the digital publishing industry. If you are still wondering whether readers want you to publish to the tablet, the answer is a resounding yes.
The metrics that Adobe is releasing today are based on anonymous, aggregate data of approximately 1,500 apps that have been produced using Adobe Digital Publishing Suite.
Readers Purchase High Value Content on Tablets
68% of consumers worldwide pay for digital magazines built with Digital Publishing Suite.
• 15% of purchases are single issues
• 26% are subscriptions through the tablet app store
• 27% are through direct entitlement (bundling digital with print subscriptions)
Digital Publishing Suite provides a flexible model that publishers use to deliver free issues and subscriptions. Publishers can cross-sell and upsell content to consumers because the app purchasing process is tightly integrated with readers’ buying habits. In addition, tablets create the expectation that users will purchase content. Both Amazon Kindle Fire and iPad were designed to make it really easy for people to purchase content. Readers expect to be able to purchase high quality content on their tablets, and making a purchase does not require them to pull out a credit card and interrupt their lean-back experience, but instead they can press a button and immediately own the content.
Readers Value Interactivity and Invest Time in Digital Publishing Suite Apps
Consumers use nearly half (48%) of all interactive features in a Digital Publishing Suite publication, with the most popular being videos and web views.
Designers instinctively know that interactivity heightens the reading experience, and our results verify that readers value the videos, slideshows, and web views provided in Digital Publishing Suite publications. We built interactivity into InDesign so that designers can integrate features for digital into their print workflow and maintain control over the look and feel of a publication. Therefore, publications built with Digital Publishing Suite not only maintain the design and quality of a print publication, but also allow readers to dive more deeply into editorial that fascinates them. And it is not a coincidence that…
Consumers tend to open a Digital Publishing Suite application up to five times per month on average, and over half (56%) of readers spend between 25 minutes to 2.5 hours a month reading their digital titles.
Thanks to the high quality engaging content provided through publications and the increasing integration of tablets into our daily rituals…
The average amount of time spent consuming content has increased 70 percent over the last six months.
Readers want to purchase a high quality publication that encourages exploration into beautiful and engaging editorial and advertising. Enthusiasm for tablet publishing is on the rise, which bodes well for the publishing industry.
- If you attend Mobile World Congress is this week, please stop by the Adobe Systems booth where Andreas Hollstroem will be speaking about Digital Publishing Suite.
- Read the press release on latest trends in tablet readership: Adobe Technology Powering Massive Growth in Digital Publishing