* Exhibition * Workshops * Conference * Intelligence * Networking * 24 May 2012 ThinkTank Birmingham

Mobile Publishing

Practical tips on publishing to mobile phones and tablets

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By 2015, predictions reveal there will be 1 billion tablets and 1 billion smartphones worldwide, and print circulations and revenues will continue to decline, so publishers have to grapple with the most profitable way to get their content onto digital platforms.

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With more than 250,000 native iPad apps on Apple’s App store and an ever-growing open-source Android market, now known as Google Play, app stores are over-saturated meaning digital publishers need to work harder to ensure their apps are both visible and “search-friendly” for users. Patrick Knight of MagazineCloner tackles the hot topic of  “App Store Optimisation”:  selecting keywords and magazine descriptions for the App Store and Google Play.

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With tablet sales accelerating, publishers are aware that the "second screen" at home and at work is here to stay.  But the challenge is working out which approach to take for app platform and content management.  Daniel Murphy of Abacus considers the options.

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While no one would deny that tablets are an important new method of consuming media and content, there are differing views on the best way for publishers to test the platform, especially in niche markets when budgets are tight.  Jan Kolasinski draws on many years of working with publishers to weigh up the options.

Just a few years ago, the important relationships for UK publishers were those with Tesco, WH Smiths and Royal Mail, all powerful distribution channels and the gatekeepers to readers of printed magazines.

But now, publishers have to build working relationships with the new gatekeepers: Google, Apple and Amazon, who control access to a global audience on the web and on mobile devices.

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DIVE Anytime

How Dive magazine took the plunge from UK-centric print to digital freedom, and discovered a world of new ad revenues.  A daring strategy from an independent publisher, earning a place on the Media Pioneers 2012 shortlist.

How are consumer and b2b publishers tackling digital media? Are they increasingly taking the same approach or are their digital strategies diverging?

The Specialist Media Insights research polled the views of over 160 publishers, evenly split between consumer and business publishers and uncovered some subtle differences.

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When Future created the iPad edition of Tap! they wanted to build a truly interactive, native app, so they created their own platform.  Tap! has grown to over 77,000 downloads, so this is clearly just what users want.  Tap! joins the 2012 Media Pioneer Awards shortlist.

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DHP has rapidly rolled out its angling print magazines to tablet in the last year, enjoying incremental revenues and new international reach for niche titles.  Plus DHP has just launched a digital-only magazine, Total Angling, opening up a new global distribution channel for the independent publisher, ahead of its larger rivals.

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Have we reached a tipping point for digital publishing?  Initial stats from the first week of the Specialist Media Insights 2012 research indicate that publishers are rapidly adopting digital media, and are becoming more confident in charging a reasonable rate for online subs and mobile editions.

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