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BizReport : Blogs & Content : June 10, 2013

Digital publishing trends to watch

According to Adobe Digital Publishing there have been at least 90 million Digital Publishing Suite downloads, pushing more magazines into the digital space. As more publishers push into the digital space, advertisers are following.

by Kristina Knight

Top Gear is one magazine that has switched to the Adobe suite of tools to offer more interactive content to its readers. Adobe's data shows that since the switch the magazine has increased total downloads by 48%, paid downloads by 62% and increased subscription revenue by more than 160%.

"We are confident that digital magazines have caught on with consumers, moving into the mainstream of readers and have the potential to deliver significant subscription and advertising dollars," said Lynly Schambers, Group Product Marketing Manager, Adobe Digital Publishing. "Consumers reading digital issues have shown that they are willing to pay for great content. In February 2013, 80% of content was paid for--an increase of 15% over the last 12 months. Publishers are seeing an increase in subscriptions (up 10% from a year ago) and subscriptions are now outselling single issues 3:1. This indicates that publishers are able to much more effectively monetize content on tablets than on websites."

Some other publishers using Adobe's tools have seen 200% increase in readership from digital titles. Meanwhile for advertisers interactive ads are showing nearly double the product recall of a static ad.

How are digital publishers changing the magazine space? First, by offering more than simple content.

Schambers notes that Martha Stewart Living is offering ebooks and apps in addition to magazine content, and they are creating a digital storefront which is driving more incremental revenue for the publisher.

"Motor Trend magazine, another DPS customer, is utilizing its DPS app as a centralized hub for additional brand engagement," said Schambers. "The home screen of the app includes links to the company's main website, as well as its blog "Wide Open Throttle," and its YouTube channel--enabling multiple touch points to expose readers to their brand and various content. The App is being used as a marketing vehicle to drive loyal Motor Trend readers to other content channels where they access other high value content that supplements and enhances their subscription to the digital magazine."

Tags: Adobe Digital Publishing, content trends, digital content trends, online content

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