Adobe: Over 16 million downloads of digital publications for tablets

by David Needle

February 29 2012

advantage for the iPad is one of the 1,500 digital publications created using Adobe Digital Publishing Suite.
advantage for the iPad is one of the 1,500 digital publications created using Adobe Digital Publishing Suite.

The past 12 months have been big for Adobe’s Digital Publishing Suite. The creative and design software tools giant announced that over 600 publishers worldwide created about 1,500 tablet publications in the period beginning March 1, 2011 through January 31 of this year using Adobe's software.

In total, Adobe said there were over 16 million downloads of digital publications powered by the Adobe Digital Publishing Suite over the 12 month period.

Adobe said the aggregate data it collects anonymously from digital magazine and newspaper publishers worldwide revealed shifts in reading patterns, willingness to pay for tablet applications and accelerated advertising engagement.  Adobe said enhancements like custom notifications and in-app merchandising functionality allow publishers to market to readers and help accelerate their purchase of content.  

The analysis shows tablet publications are proving to be a source of new revenue for some publishers who are seeing consumers pay for at least some digital media content. Adobe also said business publishers are using tablet applications to drive awareness of their brands as well as the purchase of goods and services. 

Some interesting data points in Adobe’s research include: 

  • 68% of readers worldwide currently pay for digital magazines and newspapers built with the Adobe Digital Publishing Suite. This is made up of single issue purchases (15%), subscriptions (26%) and bundles of print and digital issues (27%).
  • Every fifth page view in a Digital Publishing Suite magazine app is an advertisement. Interactivity, which includes Web views, videos, slide shows, audio clips, image sequences, hyperlinks and other overlays can also have a profound impact on a reader’s digital content consumption and engagement, with readers interacting with nearly half (48 percent) of all interactive features.
  • Over half (56%) of readers spend between 25 minutes to 2.5 hours a month reading their digital titles. Time spent consuming content has increased 70 % over the last six months, which Adobe says could be attributed to more sophisticated and engaging content as well as the continued adoption of tablets.

“As digital issues grow significantly, Adobe will continue to fuel this evolution by providing innovative features that allow publishers and corporations worldwide to drive digital revenue, accelerated readership and purchase of content,” said Zeke Koch, senior director of product management for Digital Publishing at Adobe. 

Well known auction house Sotheby’s gave Adobe's tablet publishing solution a ringing endorsement:

“Our Sotheby’s catalogue app combines the visual aesthetic of our print catalogues in a new convenient digital format,” said Amy Todd Middleton, Sotheby’s worldwide director of marketing. “Analytics show that people are spending more time browsing our content offline in a more interactive environment. With zoom, original videos, and 360 degree photography, it is a great alternative to being in the room with a work of art.”

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