Are Digital Magazines For Real?
Matteo Oriani | Solution Consultan CreativePro, DPS & SEM DI

© 2013 Adobe Systems Incorpo...
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

8

2
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

8

3
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

8

4
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

5
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

6
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

7
© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

8
Opportunity:
Transition from
Print to Mobile

© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
...
What is Adobe’s position
in the digital magazine market?

© 2013 Adobe Systems Incorporated. All Rights Reserved.

10
Leading American Magazine Brands Use DPS

© 2013 Adobe Systems Incorporated. All Rights Reserved.

11
Leading Asian Magazine Brands Use DPS

© 2013 Adobe Systems Incorporated. All Rights Reserved.

12
Leading European Magazine Brands Use DPS

© 2013 Adobe Systems Incorporated. All Rights Reserved.

13
DPS Apps are Real Business

© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
20% other

80%

Top Grossing iOS
Newsstand Apps
are on DPS

80% DPS

© 2013 Adobe Systems Incorporated. All Rights Reserve...
3% Android

DPS Downloads
by Platform
97% iOS

© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential....
Publications Delivered by DPS per Week
2.000.000
1.800.000
1.600.000
1.400.000
1.200.000
1.000.000
800.000
600.000
400.000...
125M

2M

Publications Distributed

© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

Every Wee...
How successful are digital magazines
with consumers?

© 2013 Adobe Systems Incorporated. All Rights Reserved.

19
Consumers Pay for Digital Magazines

Single Issues
10%

Digital
Subscription
34%

Print + Digital
35%

Free 22%

© 2013 Ad...
Average Time Spent
on Media and
Entertainment Website

Average Time Spent
by Digital Subscribers
on DPS apps is

9

45

Mi...
Per Publication Readership is Growing….

150%

100%

50%

0%

Aug-12

Adobe Digital Index

Sep-12

Oct-12

Nov-12

2nd Qua...
Adobe DPS Features Increase Readership & Drive Conversion

1. 

Push Notification for custom segmented messaging

2. 

Aut...
Are digital magazines
attractive to advertisers?

© 2013 Adobe Systems Incorporated. All Rights Reserved.

29
Results in 3 months after Top Gear switched from replica to DPS

48

%

Total Downloads

62

%

Paid Downloads

79

%

Sin...
Top Gear — PDF Replica vs. Interactive Issue

Interactive content holds a reader’s
attention far longer than digital repli...
Use controls to play movie

© 2013 Adobe Systems Incorporated. All Rights Reserved.
DPS apps are becoming central hubs
for an integrated media strategy

© 2013 Adobe Systems Incorporated. All Rights Reserve...
Martha Stewart — Cross Promotion

Martha Stewart sells Digital Magazines
and other media including:
 

Other DPS applicat...
Motor Trend — Brand Engagement

Motor Trend delivers digital magazines and web properties
in an integrated DPS app
• 

Mot...
© 2013 Adobe Systems Incorporated. All Rights Reserved.
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Adobe Digital Publishing Suite - workshop 20 novembre

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Presentazione di Matteo Oriani (Adobe) in occasione del webinar sul Digital Publishing organizzato da Emerasoft. video completo:
http://conference.pico.it/p34d7t5oxfi/?launcher=false&fcsContent=true&pbMode=normal
Per maggiori informazioni contatta sales@emerasoft.com

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Adobe Digital Publishing Suite - workshop 20 novembre

  1. 1. Are Digital Magazines For Real? Matteo Oriani | Solution Consultan CreativePro, DPS & SEM DI © 2013 Adobe Systems Incorporated. All Rights Reserved. 1
  2. 2. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 8 2
  3. 3. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 8 3
  4. 4. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 8 4
  5. 5. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 5
  6. 6. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 6
  7. 7. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 7
  8. 8. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 8
  9. 9. Opportunity: Transition from Print to Mobile © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 9
  10. 10. What is Adobe’s position in the digital magazine market? © 2013 Adobe Systems Incorporated. All Rights Reserved. 10
  11. 11. Leading American Magazine Brands Use DPS © 2013 Adobe Systems Incorporated. All Rights Reserved. 11
  12. 12. Leading Asian Magazine Brands Use DPS © 2013 Adobe Systems Incorporated. All Rights Reserved. 12
  13. 13. Leading European Magazine Brands Use DPS © 2013 Adobe Systems Incorporated. All Rights Reserved. 13
  14. 14. DPS Apps are Real Business © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  15. 15. 20% other 80% Top Grossing iOS Newsstand Apps are on DPS 80% DPS © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 15
  16. 16. 3% Android DPS Downloads by Platform 97% iOS © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 16
  17. 17. Publications Delivered by DPS per Week 2.000.000 1.800.000 1.600.000 1.400.000 1.200.000 1.000.000 800.000 600.000 400.000 200.000 0 © 2013 Adobe Systems Incorporated. All Rights Reserved. 17
  18. 18. 125M 2M Publications Distributed © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Every Week 18
  19. 19. How successful are digital magazines with consumers? © 2013 Adobe Systems Incorporated. All Rights Reserved. 19
  20. 20. Consumers Pay for Digital Magazines Single Issues 10% Digital Subscription 34% Print + Digital 35% Free 22% © 2013 Adobe Systems Incorporated. All Rights Reserved. 20 Adobe Digital Index % Purchase Instances: Feb '13
  21. 21. Average Time Spent on Media and Entertainment Website Average Time Spent by Digital Subscribers on DPS apps is 9 45 Minutes/Visit Minutes/Month Source: Adobe Best of the Best Benchmark, March 2013 © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Source: Aggregated Digital Publishing Analytics 21
  22. 22. Per Publication Readership is Growing…. 150% 100% 50% 0% Aug-12 Adobe Digital Index Sep-12 Oct-12 Nov-12 2nd Quartile Readership Growth © 2013 Adobe Systems Incorporated. All Rights Reserved. 23 Dec-12 3rd Quartile Jan-13 Average Publication Feb-13
  23. 23. Adobe DPS Features Increase Readership & Drive Conversion 1.  Push Notification for custom segmented messaging 2.  Automatic delivery of content to subscribers via the Apple Newsstand 3.  ‘Digital Blow-ins’ displays actionable subscription offers within a publication 4.  First Issue Free offers new readers content right away 5.  Web Viewer attracts new customers via browsers and social media © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
  24. 24. Are digital magazines attractive to advertisers? © 2013 Adobe Systems Incorporated. All Rights Reserved. 29
  25. 25. Results in 3 months after Top Gear switched from replica to DPS 48 % Total Downloads 62 % Paid Downloads 79 % Single Issue Revenue 165 200 % Subscription Revenue © 2013 Adobe Systems Incorporated. All Rights Reserved. Ad Revenue 31 %
  26. 26. Top Gear — PDF Replica vs. Interactive Issue Interactive content holds a reader’s attention far longer than digital replicas Interactive Issues 0 5 10 15 20 TG239 TG240 TG238 TG241 TG237 TG229 TG236 TG235 TG234 TopGear Magazine - December 2012 © 2013 Adobe Systems Incorporated. All Rights Reserved. Time per reader (m), 6 Time per Read (m), 6 32 25 30 35 40 45 50
  27. 27. Use controls to play movie © 2013 Adobe Systems Incorporated. All Rights Reserved.
  28. 28. DPS apps are becoming central hubs for an integrated media strategy © 2013 Adobe Systems Incorporated. All Rights Reserved. 34
  29. 29. Martha Stewart — Cross Promotion Martha Stewart sells Digital Magazines and other media including:   Other DPS applications   Custom applications   eBooks © 2013 Adobe Systems Incorporated. All Rights Reserved. 35
  30. 30. Motor Trend — Brand Engagement Motor Trend delivers digital magazines and web properties in an integrated DPS app •  Motortrend.com •  Wide Open Throttle blog •  Motortrend YouTube Channel Magazine Library © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Motor Trend Homepage Wide Open Throttle Blog Motor Trend YouTube Video Channel
  31. 31. © 2013 Adobe Systems Incorporated. All Rights Reserved.
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