Adobe Technology Powering Massive Growth in Digital Publishing

At Mobile World Congress, Adobe Systems Incorporated today announced that more than 16 million digital publications were powered by Adobe Digital Publishing Suite across tablets over the last year. The company also released key insights about digital magazine and newspaper application usage, based on anonymous data aggregated from nearly 600 publishers worldwide who have created around 1,500 tablet publications using Adobe Digital Publishing Suite. In addition, Adobe announced new innovations that add more enterprise-class functionality and extensibility to the Digital Publishing Suite, helping organizations drive digital revenue and brand engagement through digital publications. Key enhancements include new in-app merchandising, provisioning of targeted content based on user role, and accelerated app creation.

The anonymous, aggregate data is derived from publications delivered using Adobe Digital Publishing Suite and shows shifts in reading patterns, willingness to pay for tablet applications, accelerated purchase funnel and advertising engagement. Tablets are driving new revenue for publishers as consumers pay for digital media content. Business publishers are also using tablet applications to drive awareness of their brands as well as the purchase of goods and services. Specific data points include:

— Sixty-eight percent of readers worldwide currently pay for digital magazines and newspapers built with the Adobe Digital Publishing Suite. This is made up of single issue purchases (15 percent), subscriptions (26 percent) and bundles of print and digital issues (27 percent).

— Readers are highly engaged with both editorial and advertising content. Every fifth page view in a Digital Publishing Suite magazine app is an advertisement. Interactivity, which includes Web views, videos, slide shows, audio clips, image sequences, hyperlinks and other overlays can also have a profound impact on a reader’s digital content consumption and engagement, with readers interacting with nearly half (48 percent) of all interactive features in Digital Publishing Suite apps. Out of the variety of interactive overlays included in applications, Web views and videos are the two types most frequently accessed by readers.

— Over half (56 percent) of readers spend between 25 minutes to 2.5 hours a month reading their digital titles. Time spent consuming content has increased 70 percent over the last six months, which can be attributed to more sophisticated and engaging content as well as the continued adoption of tablets. Consumers tend to open a Digital Publishing Suite application up to five times per month on average, and nine percent of readers spend more than five hours per month reading digital titles, which suggests that they are frequently engaging on a tablet with the brands they love.

“We saw 16 million digital publications downloaded over the last 12 months, with no signs of fatigue,” said Zeke Koch, senior director of product management, Digital Publishing, Adobe. “As digital issues grow significantly, Adobe will continue to fuel this evolution by providing innovative features that allow publishers and corporations worldwide to drive digital revenue, accelerated readership and purchase of content.”

Publishers like Rodale Inc. and Active Interest Media and companies like Sotheby’s have recently published magazine, merchandising and customer loyalty applications. Similarly, enterprises now have the opportunity to add digital content into their mobile marketing mix by creating a broad range of digital publications using Digital Publishing Suite, including sales and marketing collateral, corporate communications, as well as brand loyalty, customer acquisition and customer retention materials.

“Adobe Digital Publishing Suite has allowed us to amaze and satisfy our readers with technological innovation that they crave and expect,” said Anthony Cerretani, deputy editor and digital director, Backpacker Magazine. “We’ve been able to integrate interactive maps, adventure videos from all over the world, and touch-point-powered content that inspires and enables our readers to experience outdoor adventure in incredibly dynamic ways. They’re even contributing multimedia to our editions on a regular basis. With the flexibility of Adobe’s tools, we’re finding new ways to optimize the experience every month.”


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Publish date: February 28, 2012 https://dev.adweek.com/media/adobe-technology-powering-massive-growth-digital-tablet-publishing/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT
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