From Print to iPad: Keeping Your Content Current

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With more people consuming information in a digital format the March of Dimes moved their award-winning pregnancy magazine, My 9 Months, to digital. Slide deck from session at 2013 Nonprofit Technology Conference. Panel session featured Beverly Robertson and Barbara Jones from the March of Dimes and Bob Levine, Technical Director, Tabulous.

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From Print to iPad: Keeping Your Content Current

  1. 1. #13ntc2ipad From print to iPad: Keeping educational material current Beverly Robertson Bob Levine Barbara Jones
  2. 2. #13ntc2ipad Know your audience • By Oct 2012, 25 % of American adults own tablet devices. • Tablet users want to experience their content on a deeper level. • Content needs to stay relevant to women of childbearing age (18- 44). • Reader fatigue is a growing problem.
  3. 3. #13ntc2ipad Our aims 1. Introduce MOD and it’s mission to a new audience 2. Provide interactive and up-to- date mission related content 3. Position MOD as a content provider in the digital magazine 4. Increase visibility for relevant video content
  4. 4. #13ntc2ipad Project specs • Look and feel that’s consistent with print version and overall branding • Inviting, fresh and speaks to target audience • Wireless connectivity • Native video • Imbedded links to detailed content
  5. 5. #13ntc2ipad iPad, Android, Kindle? • iPad shipment projected to hit 100 million in 2013 • 1 device vs. many • iPads have 43 % of market share1 • 47 % of users are 18-441 1. Comscore. Mobile Future in focus, 2013
  6. 6. #13ntc2ipad Visit: marchforbabies.org
  7. 7. #13ntc2ipad Which educational product do we choose? • Most comprehensive of consumer educational material • Exists in magazine format • Award-winning • Best selling product • Published since 1999 • Bilingual since 2008
  8. 8. Your first app:Getting started with tablet publishing
  9. 9. What you’ll need• Apple Developer Account• Hardware – iPad(s) for testing – Mac (Apple requirement for publishing)• Software – Adobe InDesign (part of Creative Cloud) – Creative Cloud includes unlimited ―Single Edition‖ apps
  10. 10. Dual vs Single OrientationDual orientation is a waste of time and effort• Pick one• Use two orientations only for special effects• 80% of users prefer landscape
  11. 11. Take your time!• There’s no “Easy Button”• Some things don’t translate well from print to tablet• Many interactive affects require new techniques• Non-intuitive• Hacks
  12. 12. Why my wagon is hitchedto Adobe• One vendor• No finger pointing• Regular updates• User forums monitored by front line employees• Single Edition apps included in Creative Cloud
  13. 13. Interactivity• Scrolling content• Hyperlinks• Video• Audio• Slideshows• Animations• Web content
  14. 14. Testing• Focus groups• Check everything! – Buttons – Slideshows – Links – Navigation• Fresh set of eyes late in the process
  15. 15. Avoid an Apple rejection• It’s an app!• NEVER call it a book• Include plenty of APPROPRIATE interactivity• Engaging content is the key• Glorified PDFs will be rejected!
  16. 16. New technology meanrapid change• Stay informed – User forums – Twitter: Follow me, IDGuy
  17. 17. App publishing vendors• Adobe (Digital Publishing Suite)• Quark (AppStudio)• Mag+• Twixl• Aquafadas
  18. 18. Look and feel – an engagingexperience• looks like the magazine• includes the same content, plus some• engages the viewer through interactivity• users look for action - but when’s it too much? ―Liked overall clean design and images in the app. Tons of info, videos and resources.‖ — Wendy
  19. 19. “I like how you don’t need to close thepopup to view another tip. You can justclick on the next tip.”
  20. 20. March of Dimes brand – moreMarch of Dimes brandthan just the logoEducation and health promotion• typography low literacy conventions• easy-to-read, - typography: 12/14 serif font for body copy, san-serif font• color palette (primary and secondary) for sub-heads, upper case and lower case• design elements - color palette: primary and secondary• photography - design elements: - photographyEducation and health promotion• easy-to-read (5-7 grade)• health literacy conventions
  21. 21. “My favorite section was the how your baby grows, Ithought it was really suited for an interactive medium…”
  22. 22. iPad design• Adobe InDesign CS5 or later• 4x3 (1024x768) format size• 16/20 font size – minimum 9 pt. (pinch & zoom)• fonts — Latin725 (for Sabon) and Avenir• low resolution images at 72dpi• lower cost of stock photography $10-20 vs $500 for print
  23. 23. “I like the handy resources/web links that let you click andopens in a new window for you to browse, but does not forceyou to exit the app.”
  24. 24. Content• English and Spanish – cutting copy to fit, adding copy for more interactivity• photos match content and need for diversity• interactivity - what’s enough?• easy-to-read, low literacy focus• creating charts• videos
  25. 25. Design, production and approval• art direction/design – consistent use of icons and actions, editing or cutting copy to fit, photo selection• review – proofing, corrections and pdfs• approvals – view on iPad, one-on-one observation• focus groups – view on iPad
  26. 26. Icon, splash page, app store• icon – the MOD system, iPad 2 and iPad 3• splash page – coordinated• App store description and screen shotsBrand consistency!
  27. 27. Free vs. paid - considerations• Apple keeps about 30% of sale price• Local vs global• There are tiered global tax remittances.• Paid app no native donation opportunity• Competitive pricing is key
  28. 28. Get the word out (marketing)• Traditional press release• blogger outreach• Tweet, tweet, and RT.• E-newsletters, English and Spanish• blogposts• website widget• print bug• English and Spanish
  29. 29. Ju 0 50 100 150 200 250 300 350 400 450 n0 4- Ju n1 0 Ju n1 1- Ju n1 7 Ju n1 8- Ju n2 4 Ju n2 5- Ju l0 1 Ju l0 2- Ju l0 Ju 8 l 09 -J ul 1 5 Ju l1 6 -J ul 22 Ju l 23 Blogger outreach -J ul Ju 2 9 l3 0 -A ugAu 05 g0 6 -A ugAu 1 2 g 13 -A ugAu 19 g2 0- Au g 26 Mis9Meses My9Months
  30. 30. 0 100 200 300 400 500 600 700 800 900 Ju n0 Ju 4 - n1 Ju 1 - n1 Ju 8 - n2 5 Ju - l0 Ju 2- l0 Ju 9 - l1 Ju 6 - l2 Ju 3 - lA u 30 - Analytics g0Au 6 - g1 Au 3 - gAu 20- g2 Se 7 - p 0 Se 3 - p 1 Se 0 - p 1 Se 7 - p 2 Oc 4 - t0 Oc 1 - t0 Oc 8 - t1 Oc 5 - t2 Oc 2 - tN o 29 - v0No 5 v1 -No 2 - vN o 19 - vD e 26 - cD e 03 - cD e 10 - cD e 17 - cD e 24 - c3 Ja 1 - n 0 Ja 7 - n 1 Ja 4 - n 21 - Mis9Meses My9Months
  31. 31. 2013 updates• improved navigation• improved animation• more video• audio• new technology• content
  32. 32. Stay in touchBeverly Robertson Bob Levine Barbara Jones@marchofdimes, @idguy @modbarb@modbev bjones@marchof dimes.com

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