How tablets are re-inventing the future of publishing for creatives and designers in business and media                   ...
Peo StrindlundVP Sales - EMEA & Asia/Pacific · peo@magplus.comCrossMedia 2012 · London · Sep 3 2012
Why tablet publishing?
Why tablet publishing?New market opportunitiesIncreased quality, package and design contentCost effective distributionEffi...
What are the current trends intablet publishing?
”The technology is an evolution -the comsumption is a revolution”
Trends within the marketAccording to Gartner Apple will sell 65,6 millioniPads in 2012In 2014 tablets will out-sell PC´sTa...
Trends within PublishersStreamlined production (one-push solution)Creativity is prioInnovate - Recreate the productMulti p...
This is not slowing down  400000"                                        369.2m  350000"  300000"  250000"                ...
What are publishers/customersdoing and, importantly, howdoes the audience view theexperience?
It’s not a @#$%^ print page.But it’s also not Angry Birds.People read with their hands asmuch as they do with their eyes.
PDF?
PDF?
Optimized for the device?
ReadWatchTouch, swipe, tapShare
ReadWatchTouch, swipe, tapShare
WHAT’S NEW GREEN TECH        TIMELINE            SIMPLER SOLAR                            SUN POWER GETS EASIER WITH NEW L...
WHAT’S NEW GREEN TECH                  TIMELINE            SIMPLER SOLAR                                      SUN POWER GE...
Created for tablet
HOW IT WORKS CLEAN ENERGY XXXXXXXXXTHE NEXT-GEN                                                                           ...
HOW IT WORKS CLEAN ENERGY XXXXXXXXXTHE NEXT-GEN                                                                           ...
Ads on the iPad compared to Print     35% more time spent on page     64% more time spent on Ads     21% increased visibil...
Conclusions.
What we know...
It is a new technology
It is a new technology
It is a new technology  With that comes   new behaviors
It is a new technology  With that comes   new behaviors
It is a new technology  With that comes   new behaviors Demanding new    products
You need to be nativeto the canvas that you   are working for.
Packaging  PricingBundlingVisibility   Rating Ranking Top lists ...
”Plan your work.Work your plan.”
Final words of wisdom                        magplus.com
Final words of wisdom            Test                        magplus.com
Final words of wisdom          Test     Fail/Succeed                        magplus.com
Final words of wisdom          Test     Fail/Succeed         Learn                        magplus.com
Final words of wisdom          Test     Fail/Succeed         Learn         (just fail quickly)                            ...
The Mag+ project wasspun out from Bonnieron January 1, 2011
Prior to the iPad.magplus.com
Prior to the iPad.magplus.com
Popular Science launched in April, 2010magplus.com
Mag+ Philosophy                  magplus.com
Mag+ PhilosophyIt’s about recreating theexperience: immersive,intimate, easy.                            magplus.com
Mag+ PhilosophyIt’s about recreating theexperience: immersive,intimate, easy.Make publications thatfeel like they weremade...
Mag+ PhilosophyIt’s about recreating theexperience: immersive,intimate, easy.Make publications thatfeel like they weremade...
Simple end-to-end platform                             magplus.com
Features• Built-in analytics• Integration with subscription  providers• HTML-integration for live  content, interactivity•...
A huge varierity of apps (+600)                                  magplus.com
A huge varierity of apps (+600)                                  ...                                   magplus.com
Inexpensive solution     plug in      review                 publish                                       Go: £150       ...
Inexpensive solution     plug in      review                            publish                                           ...
Show cases.
British Journal of Photography launchedin September, 2011
British Journal of Photography                                 magplus.com
British Journal of Photography•   150,000+ downloads (print magazine    7,846 readers.) 1,600 subscribers                 ...
British Journal of Photography•   150,000+ downloads (print magazine    7,846 readers.) 1,600 subscribers•   64,080 overse...
British Journal of Photography•   150,000+ downloads (print magazine    7,846 readers.) 1,600 subscribers•   64,080 overse...
British Journal of Photography•   150,000+ downloads (print magazine    7,846 readers.) 1,600 subscribers•   64,080 overse...
British Journal of Photography•   150,000+ downloads (print magazine    7,846 readers.) 1,600 subscribers•   64,080 overse...
British Journal of Photography•   150,000+ downloads (print magazine    7,846 readers.) 1,600 subscribers•   64,080 overse...
British Journal of Photography•   150,000+ downloads (print magazine    7,846 readers.) 1,600 subscribers•   64,080 overse...
British Journal of Photography                                 magplus.com
British Journal of Photography Advertising?                                 magplus.com
British Journal of Photography     Advertising?•    Advertising yields are 50% higher     than for the print edition.     ...
British Journal of Photography     Advertising?•    Advertising yields are 50% higher     than for the print edition.•    ...
British Journal of Photography     Advertising?•    Advertising yields are 50% higher     than for the print edition.•    ...
British Journal of Photography     Advertising?•    Advertising yields are 50% higher     than for the print edition.•    ...
British Journal of Photography     Advertising?•    Advertising yields are 50% higher     than for the print edition.•    ...
British Journal of Photography     Advertising?•    Advertising yields are 50% higher     than for the print edition.•    ...
magplus.com
magplus.com
Thank you!Make Publishing magicmagplus.com
How tablets are re-inventing the future for creatives and designers in business and media communication
How tablets are re-inventing the future for creatives and designers in business and media communication
How tablets are re-inventing the future for creatives and designers in business and media communication
How tablets are re-inventing the future for creatives and designers in business and media communication
How tablets are re-inventing the future for creatives and designers in business and media communication
How tablets are re-inventing the future for creatives and designers in business and media communication
How tablets are re-inventing the future for creatives and designers in business and media communication
How tablets are re-inventing the future for creatives and designers in business and media communication
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Mag+'s presentation and Cross Media 2012 in London, 3-4 Sep. Topic: How tablets are re-inventing the future for creatives and designers in business and media communication.

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  • \n
  • Vart kommer vi ifrån.\nEtt perspektiv på hur intressant det är.\n
  • Multi OS, orientation, screen sizes, ratios\nPush the limits, keep exploring\nLower thresholds\n
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  • Multi OS, orientation, screen sizes, ratios\nPush the limits, keep exploring\nLower thresholds\n
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  • Multi OS, orientation, screen sizes, ratios\nPush the limits, keep exploring\nLower thresholds\n
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  • Multi OS, orientation, screen sizes, ratios\nPush the limits, keep exploring\nLower thresholds\n
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  • Multi OS, orientation, screen sizes, ratios\nPush the limits, keep exploring\nLower thresholds\n
  • 2 years ago - prior to the iPad\nKindle...\nAmbitious project - 7 teams\nIdentifying the magazine experience and business model\nHad been pouring money into web projects – little reward\nThis time we better do it right! - Second chance\n\n
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  • To get the product - get the mindset - then make your own path\nTABLET > NEW BEHAVIOUR needs NEW PRODUCT\n
  • To get the product - get the mindset - then make your own path\nTABLET > NEW BEHAVIOUR needs NEW PRODUCT\n
  • To get the product - get the mindset - then make your own path\nTABLET > NEW BEHAVIOUR needs NEW PRODUCT\n
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  • Around 100 apps (Nov 2011)\n105 in Mag+ Publish\n\nMagazines: Pop Sci, Outside, \nCatalougues (IKEA)\nSome are custome publishing products:\nMetal working world (Sandvik)\nEye (Ernst & Young)\n\nBooks/Cookbook: Good food to share, The new slow cooker (Weldon Owen)\n\n\n
  • Pricing model is simple\n \n Price list:\n - Services - Support - Training, Helpdesk, Expertise \n \n
  • Multi OS, orientation, screen sizes, ratios\nPush the limits, keep exploring\nLower thresholds\n
  • Incisive Media uses Mag+ for British Journal of Photography, Computer Active and Invetment Week\n
  • The app has three times the print readership already, and this is growing fast. Since the September launch, the app has been downloaded over 150,000 times. Best of all, it’s making money for its publisher – the Winter edition costs £6.99/€7.99/$9.99. BJP is selling both subscriptions and one-off extra publications. \n Having previously enjoyed very little international exposure as a print magazine, BJP has lately been attracting some 2,000 downloads a day, in the US alone.\n \n\n
  • The app has three times the print readership already, and this is growing fast. Since the September launch, the app has been downloaded over 150,000 times. Best of all, it’s making money for its publisher – the Winter edition costs £6.99/€7.99/$9.99. BJP is selling both subscriptions and one-off extra publications. \n Having previously enjoyed very little international exposure as a print magazine, BJP has lately been attracting some 2,000 downloads a day, in the US alone.\n \n\n
  • The app has three times the print readership already, and this is growing fast. Since the September launch, the app has been downloaded over 150,000 times. Best of all, it’s making money for its publisher – the Winter edition costs £6.99/€7.99/$9.99. BJP is selling both subscriptions and one-off extra publications. \n Having previously enjoyed very little international exposure as a print magazine, BJP has lately been attracting some 2,000 downloads a day, in the US alone.\n \n\n
  • The app has three times the print readership already, and this is growing fast. Since the September launch, the app has been downloaded over 150,000 times. Best of all, it’s making money for its publisher – the Winter edition costs £6.99/€7.99/$9.99. BJP is selling both subscriptions and one-off extra publications. \n Having previously enjoyed very little international exposure as a print magazine, BJP has lately been attracting some 2,000 downloads a day, in the US alone.\n \n\n
  • The app has three times the print readership already, and this is growing fast. Since the September launch, the app has been downloaded over 150,000 times. Best of all, it’s making money for its publisher – the Winter edition costs £6.99/€7.99/$9.99. BJP is selling both subscriptions and one-off extra publications. \n Having previously enjoyed very little international exposure as a print magazine, BJP has lately been attracting some 2,000 downloads a day, in the US alone.\n \n\n
  • The app has three times the print readership already, and this is growing fast. Since the September launch, the app has been downloaded over 150,000 times. Best of all, it’s making money for its publisher – the Winter edition costs £6.99/€7.99/$9.99. BJP is selling both subscriptions and one-off extra publications. \n Having previously enjoyed very little international exposure as a print magazine, BJP has lately been attracting some 2,000 downloads a day, in the US alone.\n \n\n
  • The app has three times the print readership already, and this is growing fast. Since the September launch, the app has been downloaded over 150,000 times. Best of all, it’s making money for its publisher – the Winter edition costs £6.99/€7.99/$9.99. BJP is selling both subscriptions and one-off extra publications. \n Having previously enjoyed very little international exposure as a print magazine, BJP has lately been attracting some 2,000 downloads a day, in the US alone.\n \n\n
  • Blue chip advertisers including Absolut Vodka, Samsung, Nikon, and Hasselblad have leapt on board. \n\nAll this happened despite the challenges of having to invent a new language to discuss iPad advertising, new processes, as well as needing to educate everyone – from the in-house sales team, to ad agencies and clients themselves.\n\nBJP is experiencing a return to the good old days of high-value advertorial. They create the complete product in-house and charge a premium for it. \n\nBJP also has a contra ad deal with PopSci and American Photo - they are promoting themselves in one another’s markets. \n\n
  • Blue chip advertisers including Absolut Vodka, Samsung, Nikon, and Hasselblad have leapt on board. \n\nAll this happened despite the challenges of having to invent a new language to discuss iPad advertising, new processes, as well as needing to educate everyone – from the in-house sales team, to ad agencies and clients themselves.\n\nBJP is experiencing a return to the good old days of high-value advertorial. They create the complete product in-house and charge a premium for it. \n\nBJP also has a contra ad deal with PopSci and American Photo - they are promoting themselves in one another’s markets. \n\n
  • Blue chip advertisers including Absolut Vodka, Samsung, Nikon, and Hasselblad have leapt on board. \n\nAll this happened despite the challenges of having to invent a new language to discuss iPad advertising, new processes, as well as needing to educate everyone – from the in-house sales team, to ad agencies and clients themselves.\n\nBJP is experiencing a return to the good old days of high-value advertorial. They create the complete product in-house and charge a premium for it. \n\nBJP also has a contra ad deal with PopSci and American Photo - they are promoting themselves in one another’s markets. \n\n
  • Blue chip advertisers including Absolut Vodka, Samsung, Nikon, and Hasselblad have leapt on board. \n\nAll this happened despite the challenges of having to invent a new language to discuss iPad advertising, new processes, as well as needing to educate everyone – from the in-house sales team, to ad agencies and clients themselves.\n\nBJP is experiencing a return to the good old days of high-value advertorial. They create the complete product in-house and charge a premium for it. \n\nBJP also has a contra ad deal with PopSci and American Photo - they are promoting themselves in one another’s markets. \n\n
  • Blue chip advertisers including Absolut Vodka, Samsung, Nikon, and Hasselblad have leapt on board. \n\nAll this happened despite the challenges of having to invent a new language to discuss iPad advertising, new processes, as well as needing to educate everyone – from the in-house sales team, to ad agencies and clients themselves.\n\nBJP is experiencing a return to the good old days of high-value advertorial. They create the complete product in-house and charge a premium for it. \n\nBJP also has a contra ad deal with PopSci and American Photo - they are promoting themselves in one another’s markets. \n\n
  • Blue chip advertisers including Absolut Vodka, Samsung, Nikon, and Hasselblad have leapt on board. \n\nAll this happened despite the challenges of having to invent a new language to discuss iPad advertising, new processes, as well as needing to educate everyone – from the in-house sales team, to ad agencies and clients themselves.\n\nBJP is experiencing a return to the good old days of high-value advertorial. They create the complete product in-house and charge a premium for it. \n\nBJP also has a contra ad deal with PopSci and American Photo - they are promoting themselves in one another’s markets. \n\n
  • Blue chip advertisers including Absolut Vodka, Samsung, Nikon, and Hasselblad have leapt on board. \n\nAll this happened despite the challenges of having to invent a new language to discuss iPad advertising, new processes, as well as needing to educate everyone – from the in-house sales team, to ad agencies and clients themselves.\n\nBJP is experiencing a return to the good old days of high-value advertorial. They create the complete product in-house and charge a premium for it. \n\nBJP also has a contra ad deal with PopSci and American Photo - they are promoting themselves in one another’s markets. \n\n
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  • How tablets are re-inventing the future for creatives and designers in business and media communication

    1. 1. How tablets are re-inventing the future of publishing for creatives and designers in business and media communication Cross Media 2012, London · Sep 3
    2. 2. Peo StrindlundVP Sales - EMEA & Asia/Pacific · peo@magplus.comCrossMedia 2012 · London · Sep 3 2012
    3. 3. Why tablet publishing?
    4. 4. Why tablet publishing?New market opportunitiesIncreased quality, package and design contentCost effective distributionEfficient communication (push/online/offline)Easy to get started (test and evaluate)Low entry of barrier (no initial cost)Accurate information availableEngaging the customer/employee magplus.com
    5. 5. What are the current trends intablet publishing?
    6. 6. ”The technology is an evolution -the comsumption is a revolution”
    7. 7. Trends within the marketAccording to Gartner Apple will sell 65,6 millioniPads in 2012In 2014 tablets will out-sell PC´sTablet users willing to pay for content (3-4 x than onsmartphones)Mobile apps are a $10 billion market - Growing with100% per yearThe app market has created 541.000 new jobs overthe last 4 years.Ads do engage the users magplus.com
    8. 8. Trends within PublishersStreamlined production (one-push solution)Creativity is prioInnovate - Recreate the productMulti platform (tablets & smartphones)Interact with the readersNew Business ModelsIntegration with subscription systems (cross promotions)StatisticsFast growing market magplus.com
    9. 9. This is not slowing down 400000" 369.2m 350000" 300000" 250000" Other"Opera0ng"Systems" QNX" 182.5m Microso>" 200000" Android" iOS" OS" 150000" 118.9m 100000" 60m 50000" 0" 2011" 2012" 2013" 2016" magplus.com
    10. 10. What are publishers/customersdoing and, importantly, howdoes the audience view theexperience?
    11. 11. It’s not a @#$%^ print page.But it’s also not Angry Birds.People read with their hands asmuch as they do with their eyes.
    12. 12. PDF?
    13. 13. PDF?
    14. 14. Optimized for the device?
    15. 15. ReadWatchTouch, swipe, tapShare
    16. 16. ReadWatchTouch, swipe, tapShare
    17. 17. WHAT’S NEW GREEN TECH TIMELINE SIMPLER SOLAR SUN POWER GETS EASIER WITH NEW LIGHTWEIGHT PANELS Solar power sounds great: electricity from sunshine, for free, no carbon footprint. But solar panels often come with hefty price tags or require complex installations. Now lighter materials are making them less expensive and more convenient, whether you carry them with you or snap them onto your roof.—Sarah Parsons NOW Power Pack This take-anywhere electric plant more wavelengths in less space won’t weigh you down. Tonino by wrapping each individual Lamborghini’s bag is the first particle of a conductive layer in product to use a new solar panel light-absorbing dye molecules. that’s as light, thin and flexible Charge a cellphone in six to eight as fabric yet absorbs rays in any hours, indoors or out. Tonino light, including artificial light or Lamborghini Solar Bag with G24 under clouds. It’s made of dye- DSSC Panel $200 (est.); sensitized solar cells, which trap www.tlmm.com—s.p. SOON: FALLPrint Plug-and-Play Panels Click together a rooftop solar system in a few hours, saving days or weeks on design and installation. Armageddon’s modular kit consists of metal frames light enough to carry up a ladder, plus 18- pound solar panels—coated in Teflon instead of heavy glass—that snap onto the frames’ tabs. The easy-to-lift, ready-made parts mean that installers don’t have to build frames on top of a house and also eliminate tricky wiring, since each frame has its own DC-to-AC converter that lets it plug straight into BEAM DATA Your a home circuit breaker. Armageddon phone can display power Energy SolarClovers From $8,000; output and other stats sent armageddonenergy.com—s.p. by Armageddon’s solar units. FROM TOP: COURTESY TONINO LAMBORGHINI; COURTESY LATER: 2011 MIX AND MATCH Dow’s Solar Shingles solar tiles blend in with ARMAGEDDON ENERGY; COURTESY DOW Rather than laying solar panels across your roof, use them as your standard roof shingles. roof. Dow built thin-film photovoltaic cells directly into polymer shingles. They’re as protective as ordinary shingles, nail down in the same way and, in place of exposed wiring, hook together with simple electrical connectors at their ends. Some units go on sale later this year, with wide availability next year. Dow is also working on other building materials with sun power built in. Dow Power- house Solar Shingles Price not set; dowsolar.com—arnie cooper 26 POPULAR SCIENCE APRIL 2010 POPSCI.COM
    18. 18. WHAT’S NEW GREEN TECH TIMELINE SIMPLER SOLAR SUN POWER GETS EASIER WITH NEW LIGHTWEIGHT PANELS Solar power sounds great: electricity from sunshine, for free, no carbon footprint. But solar panels often come with hefty price tags or require complex installations. Now lighter materials are making them less expensive and more convenient, whether you carry them with you or snap them onto your roof.—Sarah Parsons NOW Power Pack This take-anywhere electric plant more wavelengths in less space won’t weigh you down. Tonino by wrapping each individual Lamborghini’s bag is the first particle of a conductive layer in product to use a new solar panel light-absorbing dye molecules. that’s as light, thin and flexible Charge a cellphone in six to eight as fabric yet absorbs rays in any hours, indoors or out. Tonino light, including artificial light or Lamborghini Solar Bag with G24 under clouds. It’s made of dye- DSSC Panel $200 (est.); sensitized solar cells, which trap www.tlmm.com—s.p.Print to tablet SOON: FALL Plug-and-Play Panels Click together a rooftop solar system in a few hours, saving days or weeks on design and installation. Armageddon’s modular kit consists of metal frames light enough to carry up a ladder, plus 18- pound solar panels—coated in Teflon instead of heavy glass—that snap onto the frames’ tabs. The easy-to-lift, ready-made parts mean that installers don’t have to build frames on top of a house and also eliminate tricky wiring, since each frame has its own DC-to-AC converter that lets it plug straight into BEAM DATA Your a home circuit breaker. Armageddon phone can display power Energy SolarClovers From $8,000; output and other stats sent armageddonenergy.com—s.p. by Armageddon’s solar units. FROM TOP: COURTESY TONINO LAMBORGHINI; COURTESY LATER: 2011 MIX AND MATCH Dow’s Solar Shingles solar tiles blend in with ARMAGEDDON ENERGY; COURTESY DOW Rather than laying solar panels across your roof, use them as your standard roof shingles. roof. Dow built thin-film photovoltaic cells directly into polymer shingles. They’re as protective as ordinary shingles, nail down in the same way and, in place of exposed wiring, hook together with simple electrical connectors at their ends. Some units go on sale later this year, with wide availability next year. Dow is also working on other building materials with sun power built in. Dow Power- house Solar Shingles Price not set; dowsolar.com—arnie cooper 26 POPULAR SCIENCE APRIL 2010 POPSCI.COM
    19. 19. Created for tablet
    20. 20. HOW IT WORKS CLEAN ENERGY XXXXXXXXXTHE NEXT-GEN ELECTRICAL CIRCUITRY: Converters stabilize the current’s varying frequencies. Transformers boost voltage from 690 volts to more than 22,000, so current travels PITCH CONTROLLER: To maximize lift as the wind speed changes, a controller can automatically rotate each blade anywhere from a fraction of a degree to multiple degrees per second. It can also turn the blades away from dangerously high BLADES: Light, stiff carbon fiber replaces fiberglass at critical points in the blades, so they lose pounds and gain strength. A flat (rather than tapered) edgeWIND TURBINE efficiently over long-distance lines. winds to avoid power overloads or hardware damage. gives them a shape that increases lift. BLADETo take advantage of the strong winds that blow JOINTover the ocean, this gearless turbine uses a giantring of magnets and 176-foot blades ROTORBy Rena Marie PacellaIllustrations STATS GENERATOR: The 90-tonby Nick Kaloterakis GE OFFSHORE generator consists A TWIST ON BLADES TURBINE The longer a turbine’s blades, the moreThere’s enough wind energy ROTOR DIAMETER: of a nearly 20-foot ring of magnets wind it captures and the more electricity italong our coastlines to power the 360 ft. creates. “If we could, we would just buildcountry four times over, and the race TOWER HEIGHT: that spins to produce current. infinitely longer blades,” Mercer says. “Theis on to build the best offshore tur- 300 ft. problem is, blades get heavy and flexible.”bines to capture it. Manufacturers MAX. POWER: Its large diameter lets it create a lot of That flexibility, coupled with the force fromworldwide are experimenting with 4 megawatts very high winds, can bend blades so muchtwo techniques: ever-longer blades MORE INFO: power when turning slowly, at the same that they burden the machine or even smackto harness more gusts, and simpli- ge.com the tower. So GE designed a blade that twistsfied drivetrains (including new gene- 8 to 20 rpm as the blades, so it doesn’t as it bends. It’s curved backward about eightrators) that slash the need for costly feet, instead of extending straight out. Whenrepairs at sea. GE’s upcoming mach- need a gearbox to speed it up to the a gust pushes the tip up, the blade twistsine, slated to go online in 2012, will slightly around its curve—instantly anglingcombine both into one package. thousands of rpm most megawatt itself so that it bears less of the gust’s brunt GE created lightweight 176-foot yet still captures a large part of its energy.blades—about 40 percent longer generators require. ROTOR SHAFTthan the average—with a more aero- “Get rid of thedynamic shape. The blades will gearbox, and nowattach to a drivetrain that does away you don’t have to change the oil,” NACELLE: Thewith many of the moving parts, fiberglass pod isincluding the gearbox, that are says GE engineer Gary Mercer. 30 feet tall.prone to breakage and energy loss.A direct-drive mechanism replacesgears, and permanent magnets YAW DRIVEreplace the electromagnets thatrequire starter brushes, coils andpower from the grid every time theyfire up. The blades are now being HOW TO SPIN POWER TOWER: The steel tower reststested in the Netherlands, and the 1. POSITION THE BLADES 2. CAPTURE THE WIND 3. TURN IT INTO ELECTRICITY on a concretedrivetrain in Norway. Combining Based on data from wind-direction The three-bladed rotor spins in The shaft spins the generator’s pylon that’sthe two should result in a turbine sensors, a yaw-drive motor turns winds from 7 to 70 mph, sweeping neodymium magnets inside driven dozensthat captures 25 percent more wind the nacelle to face the wind. A twice the area of a football field. A stationary copper coils, inducing of feet into thepower than conventional models, so pitch controller rotates each blade 23-foot-long steel rotor shaft and current in the coils. Circuitry adjusts seabed and risesit can operate more often at its full around a bearing, setting it to the two roller bearings transfer the the frequencies and voltage of the nearly 300 feetfour-megawatt potential—enough to best angle for the wind speed. mechanical energy to the generator. current and sends it off to the grid. out of the water.power 1,000 homes.42 POPULAR SCIENCE APRIL 2010
    21. 21. HOW IT WORKS CLEAN ENERGY XXXXXXXXXTHE NEXT-GEN ELECTRICAL CIRCUITRY: Converters stabilize the current’s varying frequencies. Transformers boost voltage from 690 volts to more than 22,000, so current travels PITCH CONTROLLER: To maximize lift as the wind speed changes, a controller can automatically rotate each blade anywhere from a fraction of a degree to multiple degrees per second. It can also turn the blades away from dangerously high BLADES: Light, stiff carbon fiber replaces fiberglass at critical points in the blades, so they lose pounds and gain strength. A flat (rather than tapered) edgeWIND TURBINE efficiently over long-distance lines. winds to avoid power overloads or hardware damage. gives them a shape that increases lift. BLADETo take advantage of the strong winds that blow JOINTover the ocean, this gearless turbine uses a giantring of magnets and 176-foot blades ROTORBy Rena Marie PacellaIllustrations STATS GENERATOR: The 90-tonby Nick Kaloterakis GE OFFSHORE generator consists A TWIST ON BLADES TURBINE The longer a turbine’s blades, the moreThere’s enough wind energy ROTOR DIAMETER: of a nearly 20-foot ring of magnets wind it captures and the more electricity italong our coastlines to power the 360 ft. creates. “If we could, we would just buildcountry four times over, and the race TOWER HEIGHT: that spins to produce current. infinitely longer blades,” Mercer says. “Theis on to build the best offshore tur- 300 ft. problem is, blades get heavy and flexible.”bines to capture it. Manufacturers MAX. POWER: Its large diameter lets it create a lot of That flexibility, coupled with the force fromworldwide are experimenting with 4 megawatts very high winds, can bend blades so muchtwo techniques: ever-longer blades MORE INFO: power when turning slowly, at the same that they burden the machine or even smackto harness more gusts, and simpli- ge.com the tower. So GE designed a blade that twistsfied drivetrains (including new gene- 8 to 20 rpm as the blades, so it doesn’t as it bends. It’s curved backward about eightrators) that slash the need for costly feet, instead of extending straight out. Whenrepairs at sea. GE’s upcoming mach- need a gearbox to speed it up to the a gust pushes the tip up, the blade twistsine, slated to go online in 2012, will slightly around its curve—instantly anglingcombine both into one package. thousands of rpm most megawatt itself so that it bears less of the gust’s brunt GE created lightweight 176-foot yet still captures a large part of its energy.blades—about 40 percent longer generators require. ROTOR SHAFTthan the average—with a more aero- “Get rid of thedynamic shape. The blades will gearbox, and nowattach to a drivetrain that does away you don’t have to change the oil,” NACELLE: Thewith many of the moving parts, fiberglass pod isincluding the gearbox, that are says GE engineer Gary Mercer. 30 feet tall.prone to breakage and energy loss.A direct-drive mechanism replacesgears, and permanent magnets YAW DRIVEreplace the electromagnets thatrequire starter brushes, coils andpower from the grid every time theyfire up. The blades are now being HOW TO SPIN POWER TOWER: The steel tower reststested in the Netherlands, and the 1. POSITION THE BLADES 2. CAPTURE THE WIND 3. TURN IT INTO ELECTRICITY on a concretedrivetrain in Norway. Combining Based on data from wind-direction The three-bladed rotor spins in The shaft spins the generator’s pylon that’sthe two should result in a turbine sensors, a yaw-drive motor turns winds from 7 to 70 mph, sweeping neodymium magnets inside driven dozensthat captures 25 percent more wind the nacelle to face the wind. A twice the area of a football field. A stationary copper coils, inducing of feet into thepower than conventional models, so pitch controller rotates each blade 23-foot-long steel rotor shaft and current in the coils. Circuitry adjusts seabed and risesit can operate more often at its full around a bearing, setting it to the two roller bearings transfer the the frequencies and voltage of the nearly 300 feetfour-megawatt potential—enough to best angle for the wind speed. mechanical energy to the generator. current and sends it off to the grid. out of the water.power 1,000 homes.42 POPULAR SCIENCE APRIL 2010
    22. 22. Ads on the iPad compared to Print 35% more time spent on page 64% more time spent on Ads 21% increased visibility Ads are perceived as positive elements (interesting, adds value...) Ad recall is higherSource: Research by Independent company on behalf ofBonnier AB. magplus.com
    23. 23. Conclusions.
    24. 24. What we know...
    25. 25. It is a new technology
    26. 26. It is a new technology
    27. 27. It is a new technology With that comes new behaviors
    28. 28. It is a new technology With that comes new behaviors
    29. 29. It is a new technology With that comes new behaviors Demanding new products
    30. 30. You need to be nativeto the canvas that you are working for.
    31. 31. Packaging PricingBundlingVisibility Rating Ranking Top lists ...
    32. 32. ”Plan your work.Work your plan.”
    33. 33. Final words of wisdom magplus.com
    34. 34. Final words of wisdom Test magplus.com
    35. 35. Final words of wisdom Test Fail/Succeed magplus.com
    36. 36. Final words of wisdom Test Fail/Succeed Learn magplus.com
    37. 37. Final words of wisdom Test Fail/Succeed Learn (just fail quickly) magplus.com
    38. 38. The Mag+ project wasspun out from Bonnieron January 1, 2011
    39. 39. Prior to the iPad.magplus.com
    40. 40. Prior to the iPad.magplus.com
    41. 41. Popular Science launched in April, 2010magplus.com
    42. 42. Mag+ Philosophy magplus.com
    43. 43. Mag+ PhilosophyIt’s about recreating theexperience: immersive,intimate, easy. magplus.com
    44. 44. Mag+ PhilosophyIt’s about recreating theexperience: immersive,intimate, easy.Make publications thatfeel like they weremade for this device. magplus.com
    45. 45. Mag+ PhilosophyIt’s about recreating theexperience: immersive,intimate, easy.Make publications thatfeel like they weremade for this device.Create a simple and flexiblesystem that lets creators dowhat they do best: designingpages, telling stories,connecting with readers. magplus.com
    46. 46. Simple end-to-end platform magplus.com
    47. 47. Features• Built-in analytics• Integration with subscription providers• HTML-integration for live content, interactivity• Playlist, sharing etc• Support for Retina display• Automatic dual-orientation layout• One-click app build—no coding required• Simple, transparent pricing magplus.com
    48. 48. A huge varierity of apps (+600) magplus.com
    49. 49. A huge varierity of apps (+600) ... magplus.com
    50. 50. Inexpensive solution plug in review publish Go: £150 Single app produce feature Grow: £1.700 Custom branded reader app, 5 FREE months. All the tools necessary to build fully functional interactive layouts Lead: £1.900/month Unlimited apps on any OS. magplus.com
    51. 51. Inexpensive solution plug in review publish Go: £150 Single app produce feature Grow: £1.700 Custom branded reader app, 5 FREE months. All the tools necessary to build fully functional interactive layouts Lead: £1.900/month Unlimited apps on any OS. Free to choose where to host the content (No hidden costs, no ongoing fees) magplus.com
    52. 52. Show cases.
    53. 53. British Journal of Photography launchedin September, 2011
    54. 54. British Journal of Photography magplus.com
    55. 55. British Journal of Photography• 150,000+ downloads (print magazine 7,846 readers.) 1,600 subscribers magplus.com
    56. 56. British Journal of Photography• 150,000+ downloads (print magazine 7,846 readers.) 1,600 subscribers• 64,080 overseas downloads (311 print subscribers) magplus.com
    57. 57. British Journal of Photography• 150,000+ downloads (print magazine 7,846 readers.) 1,600 subscribers• 64,080 overseas downloads (311 print subscribers)• Phenomenal growth overseas with 2,000 downloads a day, in the US alone. magplus.com
    58. 58. British Journal of Photography• 150,000+ downloads (print magazine 7,846 readers.) 1,600 subscribers• 64,080 overseas downloads (311 print subscribers)• Phenomenal growth overseas with 2,000 downloads a day, in the US alone.• The average session length is 5 minutes, but over 10,000 sessions lasted in excess of 10 minutes. magplus.com
    59. 59. British Journal of Photography• 150,000+ downloads (print magazine 7,846 readers.) 1,600 subscribers• 64,080 overseas downloads (311 print subscribers)• Phenomenal growth overseas with 2,000 downloads a day, in the US alone.• The average session length is 5 minutes, but over 10,000 sessions lasted in excess of 10 minutes.• The live news function has doubled the number if iPad users visiting BJP-online magplus.com
    60. 60. British Journal of Photography• 150,000+ downloads (print magazine 7,846 readers.) 1,600 subscribers• 64,080 overseas downloads (311 print subscribers)• Phenomenal growth overseas with 2,000 downloads a day, in the US alone.• The average session length is 5 minutes, but over 10,000 sessions lasted in excess of 10 minutes.• The live news function has doubled the number if iPad users visiting BJP-online• Only two people added to BJP design team magplus.com
    61. 61. British Journal of Photography• 150,000+ downloads (print magazine 7,846 readers.) 1,600 subscribers• 64,080 overseas downloads (311 print subscribers)• Phenomenal growth overseas with 2,000 downloads a day, in the US alone.• The average session length is 5 minutes, but over 10,000 sessions lasted in excess of 10 minutes.• The live news function has doubled the number if iPad users visiting BJP-online• Only two people added to BJP design team magplus.com
    62. 62. British Journal of Photography magplus.com
    63. 63. British Journal of Photography Advertising? magplus.com
    64. 64. British Journal of Photography Advertising?• Advertising yields are 50% higher than for the print edition. magplus.com
    65. 65. British Journal of Photography Advertising?• Advertising yields are 50% higher than for the print edition.• Return to the good old days of high- value advertorial at a premium charge. magplus.com
    66. 66. British Journal of Photography Advertising?• Advertising yields are 50% higher than for the print edition.• Return to the good old days of high- value advertorial at a premium charge.• Contra ad deal with Popular Science+ and American Photo magplus.com
    67. 67. British Journal of Photography Advertising?• Advertising yields are 50% higher than for the print edition.• Return to the good old days of high- value advertorial at a premium charge.• Contra ad deal with Popular Science+ and American Photo magplus.com
    68. 68. British Journal of Photography Advertising?• Advertising yields are 50% higher than for the print edition.• Return to the good old days of high- value advertorial at a premium charge.• Contra ad deal with Popular Science+ and American Photo What’s next for BJP? magplus.com
    69. 69. British Journal of Photography Advertising?• Advertising yields are 50% higher than for the print edition.• Return to the good old days of high- value advertorial at a premium charge.• Contra ad deal with Popular Science+ and American Photo What’s next for BJP?• iPhone magplus.com
    70. 70. magplus.com
    71. 71. magplus.com
    72. 72. Thank you!Make Publishing magicmagplus.com

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