hearst think mobile presentation
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Adapting Print in a Mobile World
Kimberly Lau
Christopher Wilkes
“There is no year of mobile. But the time for mobile is now”- Andrew Koven, President of E-Commerce and Customer Experience at Steve
Madden Shoes
Experimenting for Mobile Success
• Revamped mobile WAP sites with rich media ad units
• Experimenting with print/mobile interactions (SMS campaigns, QR Codes, and image recognition)
• Funding application development
Mobile sites with rich media ad units
Print and mobile collaborations
Dedicated “App Lab” Team
Product Development
Creative Direction
Application Programming
Technical Architecture
Workflow
Digital Asset Management
Research
Consumer Marketing
Sales & Marketing Strategy
Collaboration with existing magazine and digital teams
Three Main Goals
Learn by doing
Acquire objective feedback (Q2)
Build a business for the future
Multiple Tracks of Experimentation
Monthly Magazine Frequency Stand Alone Experiences
Exact Digital Replicas Single Function Utility
Extra Content (i.e., videos, slideshows, etc.) Special Content Topic
Extra Content & Redesigned Layouts Games
Extra Content, Completely Redesigned Layouts & New Interactive Elements
New Blue Sky Brands & Concepts
24 Digital Magazines and Apps Released to Date; 35+ by EOY
Anatomy of a Digital Magazine
All Magazines, All Digital, All Devices
“…new best magazine on the iPad.”
-Gizmodo
“The attention to detail shows … [PM] took stock of what it’s audience wants.”
-Mashable
“This is the future in the palm of your hands.”
-tremoon
“This is how a digital magazine should be. This is the stuff I bought my iPad for.”
-phototouch
“…other iPad magazines can learn from this publication.”
-skyking95
Edited, Designed & Technically Built at Hearst
+ Kindle & Nook Editions
Other Digital Magazines Planned for 2010 Release
Fall Fashion A-to-Z
Special Content App. Users
navigate special fashion content
through a giant, endless, scrollable
wallpaper and a unique “A-to-Z”
side navigator. Zoom in to activate
embedded videos, slideshows, 360°
product tours, mini-games and tight
integration to Facebook and Twitter.
Fall Fashion A-Z Guide
Favorite Paint Colors
Special Content App. Based on the 500+ Colors bookazine in stores now. This massive encyclopedia of paint colors guides users to the best shades for their projects. Colors are connected by categories, families & style types and includes suggested trim colors. A color personality quiz provides a unique, alternative way to browse color options.