December 10, 2013
Latest DPS stats show rapid growth in circulation and readership; .folio file format to be offered under free license
Adobe made two exciting announcements today. First, circulation and readership metrics associated with digital magazines continue to climb rapidly, showing more proof that reader adoption of digital magazine content on devices continues to take off. Following on this momentum, Adobe has also announced its plans to aid expansion of the digital publishing industry by providing the .folio file format technical specification at no charge.
Here are the details:
Circulation and Readership Continue to Grow
Back in June 2013, Adobe announced that cumulative downloads of publications to DPS apps on mobile devices had reached 100 million. In the six months since that announcement, we’ve continued to see rapid growth and are excited to share that the cumulative number of DPS downloads is now 150 million.
This increase in circulation correlates directly to the solid gains we’re seeing in readership of DPS apps. In a year-over-year comparison from October 2012 to October 2013, DPS data shows that publishers have added more than three times as many unique monthly readers to their digital editions. Plus, the content in DPS is really grabbing and keeping their attention. Our data shows that subscribers are now spending an average of 50 minutes per month in DPS apps.
This growth in circulation, readership and engagement are clear indicators that digital magazines are creating opportunities for magazine publishers to transform their business by generating readership around the world and attracting high value advertisers.
DPS Features Power Reader Engagement
A large part of what is fueling this growth is a set of consumer marketing tools built into DPS. Social sharing, web viewer capabilities, push notifications and free preview of content are being successfully used by commercial publishers to engage new readers and increase subscription sales through app discovery, immediate access to content and timing and placement of purchase offers.
- Encourage readers to share content through their social networks
- Enable sharing across Facebook, Twitter, Pinterest and email
- Promote subscription offers through sharing flow to drive revenue
- Leverage web traffic to build awareness of content available through mobile app
- Introduce high-fidelity content without needing to download and install app
- Convert web viewers into app subscribers
- Encourages repeat visits
- Enables publishers to announce new issues and promote off-cycle and other related content
- Target readers based on behavior or purchase history with customized messages
- Ensure readers explore your app after installation
- Give customers immediate access to sample content
- Convert to paid subscription through paywall
From Bill Phillips, Editor in Chief, Men’s Health, Rodale:
“Marketing of our content is critical to our business and we trust Adobe to continually deliver innovations to DPS that make it easy for us to grow our base of digital readers. The ability to deliver free previews of each issue introduces potential subscribers to our magazine in a meaningful way and this functionality is an important key to increasing circulation and revenue.”
Be sure to check out our white paper designed to help publishers take full advantage of DPS consumer marketing features to generate awareness, collect data, formulate optimal pricing and subscription offers, and ultimately maximize readership and purchase conversion.
Adobe has also announced that it will publish the technical specification for the .folio format under a free license in the first quarter of 2014. The .folio file format has become the de facto standard for highly interactive digital publications. Because of the fast growth of the digital publishing industry, and the increase in marketplaces that want to leverage .folio, Adobe believes that the industry is better served through the licensing of the .folio specification.
This is exciting news for our commercial publishing customers who will be able to extend their content through a variety of marketplaces that accept the .folio file format specification. Publishing to .folio as a universally accepted digital publishing file format will allow magazine publishers to more efficiently produce digital content for mobile devices by eliminating the need to create and publish interactive, digital content in multiple, individual proprietary file formats supported by each unique marketplace. Newsstands and marketplaces that accept the license for the .folio file format specification will be able to create their own native viewers capable of displaying digital magazines available in the .folio file format.
From Nick Bogaty, Adobe’s Head of Digital Publishing:
“Adobe has a long tradition of creating and supporting open file formats to enable content publishing and distribution. PDF was instrumental to the advent of desktop publishing and document sharing, and our work in Web standards, including HTML5, has advanced what’s possible to do on the Web and in mobile apps. We are thrilled to make .folio available for free use to accelerate the growth of digital magazines and other publications.”
Read the press release here: Latest Adobe Stats Show Rapid Growth in Digital Publication Readership
August 7, 2013
We’re thrilled to announce that Vanity Fair has launched the iPhone version of its publication using Digital Publishing Suite. With its signature mix of pop culture, business, politics, and fashion, the magazine is now available to readers in an on-the-go format, specifically formatted for iPhone 5, iPhone 4/4S, and iPhone 3GS. The iPhone edition follows the successful launch of the brand’s iPad edition and enhances the content of the print magazine with videos, photos, slideshows, interactive infographics and more – to engage readers.
In a nod to Liberty magazine, which first launched its reading times in the August 6, 1927 issue, Vanity Fair is the first publication to sort its mobile app’s content by reading time, categorizing the magazine’s features in a table of contents broken down by “Short,” (five minutes) “Medium,” (5-10 minutes) “Long” (10 minutes or more) reads, and “Everything Else.”
The result is a beautifully formatted iPhone app that engages Vanity Fair’s audience with its signature content – produced from print assets for the smartphone screen size—using Adobe Digital Publishing Suite and Adobe Experience Manager.
Be sure to download the September issue and be sure to spend 10+ minutes reading the “long” cover story featuring the late Princess Diana.
- Read the Vanity Fair announcement
- Download the Vanity Fair iPhone app from the App Store
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.
June 24, 2013
By Sonia Sawhney
It’s Agency Spotlight Week on the Digital Publishing Suite blog! This week, we are highlighting how advertising and creative agencies use DPS to strategically position clients in the mobile space. We will share case studies, a guest blog, and an opinion paper on digital advertising. DPS allows agencies to quickly deliver and flexibly adapt mobile content for their clients, running full speed ahead of the competition. In addition, they are building advertisements in digital publications that merge the best of print and digital, with targeted placement, cutting edge interactivity, and integration with e-commerce.
At Bates Creative, a marketing agency specializing in design and branding, their team works to create an Experience Under Glass for clients using Adobe Digital Publishing Suite. Investing heavily in a strategic decision to develop web and interactive skills, the agency chose to work with Adobe Digital Publishing Suite to create dynamic digital publications for clients. As a member of the DPS Agency Partner Program, the team at Bates Creative is able to claim a leadership position in the industry while rapidly and affordably expanding communications to tablet devices for clients.
Delivering value and expanding opportunities with Digital Publishing Suite services has put Bates Creative in a more strategic position with clients. The agency has worked with DPS Enterprise Level clients, the U.S. Marine Corps and Heifer International to help them move their publications and brands into more interactive, digital realms.
Continuing a legacy of award winning apps, Bates Creative clients have been recognized for excellence:
- US Marine Corps, Marines Magazine App: 2011 Association Media & Publishing Gold EXCEL Award, Media Innovation in Mobile Apps
- US Marine Corps, Marines Magazine App: 2012 Association Media & Publishing Gold EXCEL Award, Media Innovation in Mobile Apps
- Heifer International, World Ark Magazine App: Min’s Best of the Web 2013, Honorable Mention, Digital Magazine
- Heifer International, World Ark Magazine App: 2013 Association Media and Publishing Gold EXCEL Award, Media Innovation in Mobile Apps
- Heifer International, World Ark Magazine App: 2013 Art Director’s Club of Metropolitan Washington, Gold Award
Heather Shelton, director of business development for Bates Creative says, “Adobe Digital Publishing Suite has enabled us to change our client conversations and puts us in a leadership position in our industry. There are so many more ways we can now help our clients achieve their goals.”
Bates Creative is excited about the opportunity this technology opens up to clients to leverage the private publishing and restricted distribution capabilities within Digital Publishing Suite. This enables clients to deliver timely and relevant sales tools and other internal communications. The power of Digital Publishing Suite enables Bates Creative to bring content to life and transform the way their clients engage with audiences.
The analytical tools in DPS illuminate audience behavior and preferences, allowing Bates Creative the opportunity to provide clients additional insight. The limitless business opportunities this creates is just one way in which the agency is able to establish itself as a strategic partner delivering measurable results.
- Check out the complete case study in this PDF-Bates Creative: New Avenues for Growth
- Download World Ark Magazine and Marines Magazine from the iTunes Store
- Learn more on the benefits of outsourcing to an agency to help launch your app in this blog post Top 5 Reasons to Hire an Agency to Launch Adobe DPS Apps