September 28, 2010
The Digital Magazine Solution from Adobe has been expanding its global reach. Today, Dennis Publishing, creator of the UK-based publication iGIZMO, released a digital edition of the popular gadget magazine created using the Adobe tools. The iGIZMO app is currently available in the Apple App Store.
Dennis Publishing has always produced iGIZMO as a digital magazine for the desktop. Now, with this new format iGIZMO can reach its readers in new ways on the iPad. Although the publication takes advantage of all the bells-and-whistles we’ve seen in digital magazines to date (like video, 360 degree rotating objects and interactive slideshows), what’s different in the digital publishing workflow for this publication is the fast time-to-market. iGIZMO only used one designer to produce the iPad edition, including all the interactive elements — all without having to write a single line of code!
Editor Ross Burridge attributes this streamlined production workflow to the Adobe tools. “Using InDesign and associated tools makes the workflow much smoother, as fewer people need to be involved, while the structured creative possibilities are a great starting point to assemble editorial ideas,” said Burridge. “Being able to evolve the creative tools rather than creating a platform from scratch has not just important workflow considerations, but makes long-term scalability a very tangible prospect.”
Burridge also sees advantage by authoring once with the Digital Magazine Solution to reach multiple devices. “We’re looking to get iGIZMO out on as many digital platforms as possible. While the iPad is clearly leading the charge, we think there are much wider-ranging possibilities on smaller mobile devices,” notes Burridge. “We’d hope that we’ll be able to bring both readers and advertisers with us across the various platforms.” Currently, Adobe has announced the Digital Content Viewer for the iPad and in the future we plan to release the Digital Content Viewer targeted for additional platforms.
Publications like iGIZMO have used a prerelease version of the Digital Magazine Solution to create these engaging experiences. Coming soon, we’ll post the publishing technologies in the Digital Magazine Solution on Adobe Labs so a broader set of publishers can create engaging digital magazine experiences. Bookmark the Adobe Labs page and check back to download the tools.
August 4, 2010
In previous entries on this blog, I’ve highlighted traditional media publishers (like WIRED) who are using the Digital Magazine Solution to engage their readers and provide an immersive content experience. In addition to these traditional publishers, corporate publishers are also finding that digital magazines help them reach their audiences in new ways by combining the richness of print design with digital interactivity.
For example, earlier this week global financial services firm Credit Suisse launched the digital edition of its customer magazine bulletin. Published five times a year, bulletin provides highly focused information about banking, the economy, and technological trends to Credit Suisse clients.
But to find out why the firm chose to launch a digital edition, I posed the question to bulletin editor in chief Daniel Huber.
“The bulletin magazine of Credit Suisse is considered to be the first banking publication in the world,” said Huber, who notes that it was established in the late 19th century. “We felt obliged to be up front once again and push the magazine to the next technology level.”
With consumers expected increasingly to read magazines on tablets and other devices, Credit Suisse fittingly focused the first digital edition of bulletin on mobility – including the future of mobile devices.
As part of the firm’s foray into digital magazines, Credit Suisse also wanted to extend the publication’s editorial content and offer additional information to its readers. “We wanted to show additional pictures, add an interview to a story where there is just a quote, implement a video or audio file,” said Huber. “We don’t think that this app is a substitute for the print version, but a kind of encore on top of it. It offers a totally different experience.”
On the iPad, the digital edition of bulletin includes interactive features to immerse readers in the content, including:
- Interactive multi-state objects, including a touch “map” of smartphone applications
- Embedded audio that allows readers listen to an article about perpetual motion while reading the text
- Hyperlinks that display information from external Web sites to the reader, without leaving the magazine experience
- Videos, including portions of TED talks on the future of technology
The digital edition of bulletin was produced using a pre-release version of the Digital Magazine Solution, in conjunction with the Cross-Media Publishing Platform vjoon K4. A publicly available release of the Digital Magazine Solution will be available on Adobe Labs in late summer 2010.
For more information
- Download the bulletin digital edition from the Apple App Store
- Bookmark the Digital Publishing page on Adobe Labs and check later this summer to download the additional publishing technologies
- Read the vjoon/Credit Suisse press release
- Learn more about the digital magazine workflow
- Try or buy InDesign CS5
July 19, 2010
UPDATE: The Digital Publishing Suite is available on Adobe Labs
Earlier this year when WIRED Magazine launched its digital edition (and sold more issues than the newsstand version without cannibalizing print sales) we noted that it was created with InDesign CS5 along with new publishing technologies. Today, we’ve released a short video that overviews these new technologies, including more detail on how they fit into the digital
magazine authoring workflow.
Late this summer, we’ll post these new publishing technologies on Adobe Labs so a broad set of media, corporate and retail catalog publishers will be able to create compelling content experiences. Using this Digital Magazine Solution, these publishers can create immersive content without having to hire additional developers or invest in extensive retraining for staff. Publishers can add interactivity without writing code via InDesign and create monetizable digital magazines for the Apple iPad – with other platforms and devices expected in the future.
InDesign CS5 + Digital Content Bundler
As mentioned, Adobe InDesign CS5 software is the central component of the workflow. Using InDesign CS5, design teams create layouts and add interactivity. With layouts in hand, production teams package the assets using the new Digital Content Bundler utility that allows publishers to import vertical and horizontal InDesign CS5 layouts, add metadata, (article title & description, issue number, etc.) and export them into a new “.issue” format. Although creating both horizontal and vertical layouts is not an absolute requirement, we expect that publishers will want to do so in order to take advantage of the tablet form factor and have the content rotate along with the device.
The “.issue” Format + Digital Content Viewer
This new .issue format is a compressed file format that contains vertical and horizontal magazine layouts, metadata, code to enable interactivity, and associated assets (images, video, etc.) Once the layouts have been packaged into the .issue format, the file is then rendered and displayed to the end-user using a publisher-branded Digital Content Viewer. The WIRED Reader, for example, is the first instance of a publisher-branded viewer. This Digital Content Viewer allows readers to interact with and navigate through the magazine content (including via the innovative “browse” mode). Previously we announced the Digital Content Viewer for Apple iPad; in the future we also expect to develop the Digital Content Viewer on Adobe AIR for desktops and other devices.
With the Digital Magazine Solution, publishers are able to retain the design fidelity of a print magazine and add the interactivity of digital – captivating reader attention and creating an immersive content experience. Using the Adobe solution, designers and production teams can add interactivity like slideshows (multi-state objects) and video to magazine layouts using InDesign CS5. At present, adding advanced interactivity (like 360° image rotations, and image panning/zooming) requires the use of a separate AIR utility, the Interactive Overlay Creator. Over time, however, the functionality in the Interactive Overlay Creator will be integrated into future versions of InDesign.
Availability on Adobe Labs
(UPDATE: The Digital Publishing Suite is available on Adobe Labs) In late summer, we’ll be posting the publishing technologies involved in the magazine workflow – including the tools for adding advanced interactivity and bundling content – on Adobe Labs at http://www.adobe.com/go/digpublabs Documentation that details the process for integrating this new technology into your existing publishing workflows will also be made available on Labs.
For more information about the Digital Magazine Solution and additional details about the digital magazine authoring workflow, check out the following links:
June 22, 2010
The New Yorker, the iconic magazine title from publisher Condé Nast, confirmed today that it will use the Digital Magazine Solution from Adobe to create an engaging magazine experience for tablet devices like the iPad. This comes as Chuck Townsend, CEO of Condé Nast, notes that the WIRED Reader that was created with this solution has surpassed 90,000 downloads – all in a the period of roughly a month. In today’s New York Times article Townsend indicates that the WIRED Reader has “surpassed our newsstands sales…but
interestingly, has not cannibalized them either.”
Following in the success of WIRED, we’re excited that Condé Nast has chosen our Digital Magazine Solution for The New Yorker to deliver not only an immersive, interactive experience for readers, but also tangible business results. As Tom Wallace, editorial director at Condé Nast previously stated, “WIRED’s visionary execution of Adobe technology expands the potential
of this new medium for all Condé Nast magazines. Our work with Adobe is
just beginning. We expect to use this technology to deliver more of our
publications over the coming months.”
The Digital Magazine Solution will be available soon on Adobe Labs to help a broad set of publishers to transform InDesign CS5 layouts
into compelling content applications.
Learn more about Adobe Digital Publishing
June 21, 2010
At this year’s Adobe MAX conference in Los Angeles, we’ll be showcasing the best in digital publishing content in the 2010 MAX Awards. Digital publishing is a new category in the MAX Awards lineup this year, and we’re excited to highlight the design innovation publishers are using to engage readers in new ways with digital books and magazines. So, fire up your new download of CS5 and show us your most compelling book & magazine content. For more information, including how to submit your entry to our crack panel of publishing design experts, check out the MAX Awards site.
May 26, 2010
Today, we’re excited that the WIRED Reader – a result of collaboration between WIRED magazine and Adobe – is now available for the iPad. Designed to revolutionize the magazine reading experience, the app allows readers to immerse themselves in magazine content like never before. With engaging, interactive features and a fresh navigational metaphor, the WIRED Reader allows readers to experience a video clip of Toy Story 3 in HD, explore Mars landings through 360º photos, and rotate content in vertical and horizontal modes. With a design aesthetic similar to print, the digital edition goes several steps further, taking advantage of the tablet form factor and allowing readers to explore magazine content using touch gestures, including a zoomed-out “browse mode” to see the contents of the issue at a glance.
Created with Adobe
InDesign CS5 and additional Adobe publishing technologies, the WIRED Reader is the first in a series of steps for Adobe to enable magazine publishers and retail catalogers to deliver groundbreaking experiences across tablets, smartphones and other devices. By reaching readers in new ways on these emerging devices, publishers can increase circulation (because these new apps count towards audited ABC circulation) and deliver incremental digital revenue.
Together with Creative Suite 5, this Digital Magazine Solution from Adobe allows magazines and retail catalogers to differentiate themselves through expressive content experiences. Previous experiments to bring the magazine experience to the Web via a browser have resulted in a static experience.
With new reading paradigms like the WIRED Reader, readers are able to experience the design fidelity of a print magazine married with the interactivity of digital.
Along with immersive content, the WIRED Reader also paves the way for increased engagement with brand advertisements. The advertisements in the WIRED Reader encourage readers to interact with each brand, including a slideshow recap of HBO’s True Blood, a 360º rotating CT scanner from GE, and HD video from Intel, Infiniti, Nissan, Mercedes Benz, and Pepsi, among others. Integrated with the content, these ads keep readers within the magazine experience. With this new digital magazine medium, publishers can expand their ad inventory offerings, offer advertisers exciting new advertising possibilities and establish value for immersive digital ads.
Additionally, because this Digital Magazine Solution from Adobe integrates tightly with Creative Suite 5, publishers can leverage their existing investment and designer skills to create these compelling experiences. And this reality
is sooner than you think. During summer 2010, watch for new publishing technology on Adobe Labs that helps publishers to transform InDesign CS5 layouts into compelling applications like the WIRED Reader. Down the road, we’ll also be integrating analytics from Omniture into our digital magazine solution in order to give publishers increased visibility into how their content is consumed and enable enhanced content and advertising optimization capabilities.
The future of magazines is now – and it starts in a tangible way with the WIRED Reader.
View a video of the WIRED Reader on iPad on Adobe TV
Follow the team on Twitter
March 16, 2010
The Audit Bureau of Circulations today released new
guidelines for what counts towards “paid and verified” magazine circulation –
including how to account for digital magazines. In its news release and digital circulation
guidelines, ABC notes that the digital
edition of WIRED will be included in the
magazine’s total “paid and verified” circulation.
Specifically, the ABC notes that digital magazines like
WIRED will count towards a “Digital Edition – Replica” category that is
subsequently included in total circulation. This replica category comprises digital magazines that
represent the full editorial and advertising content of the publication. No longer, however, does the content
have to be presented in exactly the
same layout as in print.
Okay… so what does this mean? Well, it has implications for publishers, readers, and
The new guidelines mean publishers
can include digital copies in the rate base circulation figures they guarantee
to advertisers. With this
inclusion, magazines can (1) more accurately represent the reach they deliver
to advertisers and (2) capture that value through increased CPM rates.
For readers, it
means an even more engaging digital magazine experience. Magazine publishers will increasingly
make more content available in immersive, interactive digital formats because
they are able to attract advertisers to it.
are able to audit the number of readers publications connect with on
emerging tablet/smartphone devices. This means advertisers can count on digital platforms to deliver reach. The promise of digital is not only to
deliver reach though, but also engagement. With the new interactive advertising formats
applications like WIRED offer, advertisers are able to involve readers directly
at a deeper level – without leaving the magazine content experience.
March 11, 2010
I’m back from the FIPP Digital Innovators Summit last week in Berlin, Germany where a variety of international publishers presented their strategies for monetizing digital content. If there’s one thing that was clear from the conference, it’s that there’s a lot of confusion on what a “digital strategy” means.
Many publishers only use their Web site as part of their digital strategy. Of this group, some companies are using the Web to drive traffic to additional monetized services (i.e paid job listing boards for newspapers; wedding mag TheKnot.com has an entire strategy around wedding services). Some other publishers are using a premium paid content model (The Economist). Still others are trying to monetize via iPhone apps (or expecting to monetize via iPad apps). None are placing their bets on increased CPM rates from ads.
The challenge in monetizing digital content lies in the fact that content has become a commodity. Given the confusion over monetization at the Digital Innovators Summit though, it was clear to me that publishers don’t just need another monetization model. Fundamentally, we need to increase the value around content by transforming it into a content experience. It is this content experience that provides differentiation and allows publishers to monetize more effectively.
What is a content experience? One way could be an application like we’ve produced with WIRED magazine that allows increased reader engagement and interactivity with both content and ads. Instead of passively sifting through articles online, readers navigate through the magazine in innovative ways, interact with photo slideshows/video snippets, and engage with advertising content (like through 360 degree object rotation). These interactive features, combined with the tablet form-factor, allow publishers to reach readers in new ways and provide a differentiated option that creates value. Instead of just another monetization model, we need to think about what readers actually want from the content they consume. Increasingly, readers will want a connection with their content in new and innovative ways – a content experience.