Publishers and advertisers are storytellers by profession. Increasingly, they are required to "show" as well as "tell" their story to their audience members. Video, webinars, and events allow publishers to do this, all while extending the engagement they've cultivated in print and online.
Implementing a viable digital publishing strategy requires a successful combination of relatively unfamiliar technologies, mostly from outside service providers. This section will help publishers find the right partners for creating and managing multi-channel content, and for storing the images and other assets used by both editorial and advertising workflows.
The real question, it turns out, is less about embedded multimedia than it is about personalization, relevance and immediacy of content.
We're seeing some truly terrible media inserted into editorial and advertising e-pages, mainly because it's possible.
Ignoring Harold Ramis’ (playing Dr. Egon Spengler) dire warning: "Don't cross the streams," advertisers are daily crossing the streams of media experience, combining Internet and mobile interaction with more traditional fare―most notably television. Whether our brains can really handle the cascade is an unanswered question, but there is no turning back; consuming one media while interacting with another is “in.”
As the iPad frenzy continues, magazine publishers are once again headed for the gold fields of digital editions (or DEs). Last week, Time launched a splashy — and expensive — iPad edition, and Zinio’s reader has become the #1 free app for the iPad, to name only two examples. Apple has left itself vulnerable to an Android/Flash counterattack, but the DE 2.0 bubble has clearly begun. Not everyone will survive.
Adobe’s upcoming launch of Creative Suite 5 will be of particular interest to content creators within multiple publishing disciplines. I’ll explain what I mean in detail — when the wraps come off on April 12. However, I’m not breaking my NDA by discussing one fascinating tidbit: Flash Professional CS5 will let you create iPhone and iPad content. While it’s not the breakthrough that Flash addicts were hoping for, it’s a start.
As the new generation of e-readers emerges, how can advertisers distinguish their electronic offerings from the expected wave of obnoxious, pop-up-like ads (without going broke)?
There are currently three digital specifications for defining, packaging, and delivering magazine apps or content for tablets: Adobe's .folio (recently released for free license use), IDEAlliance's OpenEFT, and IDPF's EPUB 3.