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Transforming magazine experience

The recent launch of Apple’s iPad has many people in the publishing industry wondering what it means for their business. With the device’s ability to integrate print with digital content through cyberspace has some publishers excited about its capability.

And for good reason: if you are an art director, editor or creative director, this new product could very well leave the door open to the endless possibilities for storytelling through words and art. Wired magazine has harnessed the opportunity to launch their new product—a digitally-based interactive version of the magazine—in partnership with Adobe.

Observers are watching carefully, to see how the experiment plays out. But others are already predicting the strategic move will transform readers’ magazine experience altogether. “We’ve reached a point with technology in which we will be able to consume media in a very different way,” explains David Dadich, Creative Director of Wired in a digitally-based video interview with Adobe.

“Because our customers have specific relationships with the brand of magazines and really that is where the opportunity is. It is a new way for them to connect with our advertisers, moving away from the static notion of ink on paper,” says Dadich, whose editor in chief has referred to it “a way to reset the economics.”

Industry fans of the iPad are saying it’s a new way to build relationships with customers. Just imagine how excited advertisers will get when readers can actually move that product around on the screen, to take a better look. Interactive storytelling and advertising –that’s the genius of Apple. It has actually created a new vehicle for storytelling. If only Marshall McLuhan was here to witness it.

Adobe’s experience designer Jeremy Clark explains the new relationship with Wired as “building on the same magazine, using the same designers and creative people that produce the print version with new technologies, like Adobe Air, which has new interactive capabilities to play with text, imagery, animation—all be in a single platform with this new device.”

In an interview, Rogers’ senior vice president and general manager of digital media, Claude Galipeau told Masthead that the iPad’s capabilities offer “new opportunities to advertisers as well as editorial writers, photographers, videographers, and graphic designers.”

In other words, titles like Maclean’s and Canadian Business will be able to bring readers breaking news and customized online content using audio and video.

Hear hear, to the next generation of storytelling!

For the full video of the Adobe interview, visit: http://tv.adobe.com/watch/xd-inspire/transforming-the-magazine-experience-with-wired/ .


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