2013 Fall Sales Newsletter Fall Newsletter : Page 7

ways—Edible Communities sells a recipe app produced in partnership with Rodale Publications; included in the $6.99 purchase price is a one-year subscription to Organic Gardening magazine . The mobile market has also breathed new life into older formats: digital editions (which are best suited to viewing on PCs and certain tablets) and websites. Publishers are increasingly exploring the flexibility of mobile-optimized websites and responsive design , a developer technique using emerging web standards such as HTML5 and CSS3. This approach allows digital text, images, and other content to automatically render correctly on any platform or screen size, including desktop/ laptop computers, tablets, and smartphones. Over the next 4-6 years, these technologies are expected to blur the distinctions between mobile and desktop platforms, as well as apps and browsers—with the entry point for users most often being mobile. Step 3: Look at the Potential of Existing Content Another important consideration for creating a revenue-positive mobile strategy is the nature of each publisher’s existing content. If the existing, printed content is already appealing to paid subscribers, then it is reasonable to assume they will pay for the same content presented via a suitable alternative medium. Active Interest Media’s Anthony Cerretani of Backpacker magazine (www.backpacker.com) says, “For each piece of content, we look at the best method for telling the story, and that translates directly to technology in the digital medium. Whether it’s through stunning visuals, on-the-scene video, or stop-motion photography, the content shapes the way we use technology to tell a story, provide the best service, or convey an idea essential to our brand’s mission.” In other words, the nature of existing content and of the subscribers’ known media consumption preferences can suggest the most potentially valuable digital content. “We’re hyper-conscious of the growth platforms that our audience wants to experience our content on,” Cerretani says, “so we’re consistently looking at how platform usage is changing and where we need to be to fill that desire… We’re always looking for the best technology to tell stories in the most effective way, but we’re also consistently looking for ways to optimize cross-platform production for the most and best gains.” Technology itself can often suggest ways in which existing content can morph into compelling digital alternatives. Declan Moore, President of Publishing and Digital Media at National Geographic (www.natgeo.com) noted that their pool of photographers have begun capturing short, mobile-appropriate video footage, along with their still images. This is made possible by newer cameras that also capture video, as well as the latest version of Photoshop, which now includes video editing. Moore also noted that the many still images that formerly had to be excluded from the print version can now be included in a digital gallery that is only possible in an augmented reality-type app or a mobile-optimized website. PAGE 7 Going Mobile: Revenue Opportunities for Publishers

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