By: Bates Creative
EXTRA! EXTRA! Read all about experience it! Digital Publishing evolves again with Adobe DPS 2015.
Day of the Newspaper Publishers
Newspaper publishers have been spitting out breaking news hot off the big web presses to the public for decades. It wasn’t uncommon for those publishers to release a special edition or multiple editions per day to equip readers with the latest and breaking news. Today, we only need to reach as far as our phones or tablets to learn about the latest news. Adobe’s new Digital Publishing Solution now provides publishers the tools to deliver their content when, where and how their audience needs it.
Dawn of the Internet
The renaissance of the Internet presented new opportunities for newspaper publishers by delivering breaking stories in a timely manner. The Internet provided a ubiquitous medium that organized a wealth of content into a single location. However, if you wanted to do a deep dive into a special interest area, it seemed that print magazines remained the solution to a quick fix.
Over the years, readers gravitated toward the World Wide Web as more and more information became available—the special interest print media was starting to feel the squeeze.
An Afternoon with Apple
In 2010, Apple released the first iPad, a portable, iOS-based tablet computer. The iPad conveniently put the Internet and mobile apps in the hands of people everywhere. Recognizing this new opportunity, Adobe engaged with publishers such as Condé Naste to develop the original Digital Publishing Suite (DPS), a set of hosted tools that allowed publishers to package and distribute their content through the mobile marketplace and app stores.
By 2012, the mobile marketplace was firmly established with tablet devices across all major mobile platforms: iOS, Android and Windows. Adobe DPS pioneered the digital publishing world by not only populating publications onto mobile devices, but also by providing tracking metrics generated by publishers’ customer bases to amplify satisfactory user experience.
Unlike the distribution of print media, mobile media allowed developers to track:
- How often a user responds to specific calls-to-action
- How long the user was engaged in reading content and advertisements
- How much exposure articles and ads were receiving
- How many times a user returned to that product/piece of content
The Age Of Adobe DPS
Adobe DPS transformed publications into a modern and digitized platform rich with engaging and interactive emersions of video, hidden content, push notifications and scrolling panoramas.
Up until now, digital publications have been delivered similarly to their print predecessors: one issue at a time, and typically on a set schedule. However, in these days of mobile engagement, content is king and consumers want to consume their information more frequently without having to wait for lengthy downloads.
Adobe Digital Publishing Solution (the brand new successor to the original Digital Publishing Suite), also known as DPS 2015, has evolved to handle content in an all-new way. Users still download apps from an app store, but now the experience is simplified. With the original DPS, the user downloaded an app shell followed by downloading full issue folios. Now, when a user launches a DPS 2015 app, a browse page will appear with individual articles or collections of articles, which when selected are individually downloaded and consumed at will. There’s no more waiting for a full publication to download.
Additionally, Adobe has introduced continuous publishing. New content, or updated articles, can be pushed out in real-time combined with the already installed app. This upgrade enables a fast, dynamic and engaging experience for the end-user. With the ability to use in-app push notifications, a publisher can easily say “Extra! Extra! Read all about it!” and alert their user base of new content that is available as soon as it is pushed to the app.
When the first generation of Adobe DPS was introduced, app development was put into the hands of print designers. They were able to complete production of an app-based digital publication entirely through InDesign – a program already within the designer’s tool set. However, as digital publishers pushed the bounds of what could be done within DPS, many of them craved additional development avenues.
With Adobe DPS 2015, Adobe has introduced flexible publishing, which adds a variety of tools for designers and content creators. Adobe Experience Manager, HTML and various CMS platforms like WordPress and Drupal have been added to the content development toolset of DPS. The ability to develop native DPS articles with HTML tools eliminates the need to develop multiple article layouts for tablet verses phone versions. The articles can now be fully responsive within the app, just like a responsive web page.
Adobe is continuously adding to this abundance of tools and enhancements will continue to be made and updated to the re-imagined Adobe Digital Publishing Solution. Some of these new features include:
- An array of meta-tagging: useful for indexing and searching upon articles
- Accessibility tools
- The ability to push content across multiple collections in the app
- Social sharing
- …and more
The global release of Adobe Digital Publishing Solution is July 29, 2015, where Adobe will be joined by industry leaders to celebrate the launch of the evolved platform and the new opportunities it presents customers.
Bates Creative is proud to be working with Adobe and our customers to stay on this cutting edge of the digital publishing world. Our team has worked diligently in Adobe DPS 2015 beta with ExxonMobil to re-imagine its “Working at ExxonMobil” app and to re-launch an upgraded version of the app in the all new platform.
To learn more about Adobe DPS 2015, visit the Adobe Digital Publishing Solution product page, or contact our team and let us discuss how Adobe Digital Publishing Solution can be a rewarding solution for your brand.