Recently Storycode attended Adobe’s Digital Publishing Summit in New York City. The first day focused on publications, the second on brands. What really struck a cord with me, was how in the course of a year, a platform that had been designed to help publications create digital editions was almost overshadowed by companies seeking an edge against their competition.
And while they are often saving a fortune on printing, very little was mentioned about that perk. Instead, the ability to get information out quickly, while controlling their brand message was attributed with far more value. And the fact that with an Enterprise license you can create a custom store front, push notification, and direct entitlement, pushing out different content to different users based on their status — the ways b2b is utilizing DPS made it clear that this platform is going to continue to increase as a tool exponentially over the next year.
Publications on the other hand have not utilized the potential as much as their corporate counterparts. Many are sticking to templates very similar to their print editions. And are choosing to repeat content and experience, while a select few are utilizing the power of the device, such as Top Gear, National Geographic and Esquire. The numbers are overwhelming: users are spending an average of four times longer with interactive publications than with PDF-like versions or replicas.
While the overall number of digital readers is still a fraction of print readers, those readers are spending far more time with the digital publications and when given the choice are clicking thru to online sales.
An interesting side note is how publications are divided as to how to deal with interactive ads. Some are embracing interactive ads, seeing them as added content — while the majority are treating them much like their print counterparts. Extra charges from live links or videos, as though off an ala cart menu. Almost deterring too much interactivity, for fear of larger, heavier apps. While some like Wired and Bullett see opportunity and more engagement for the reader by raising the tide of possibility for all aspects.