a mouth watering tablet experience - app studio · the app store, as well as an opt-in data feed...

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When you’re the UK’s leading food magazine, there’s a lot of pressure to get your first tablet version right. S o when BBC Good Food saw its readers increasingly making the move to tablets, it turned to App Studio to help unleash the possibilities for its tablet publication. Rebekah Billingsley, Publishing Director, Mobile Devices for Immediate Media at Good Food magazine, explains, “The magazine division just saw these tablets and really got it. They understand how tablets can become an incredibly interactive extension of the magazine. It was also an opportunity to charge for our content on a digital platform. Tablets came along and we realized that people were willing to pay in a way they weren’t on the web.” Of course delivering a great user experience was paramount to the suc- cess of the new app. For Good Food, simply publishing large, slow PDF files was never going to do the job. Instead, they used App Studio to create a fast, adaptable HTML5 tablet edition that combined all the Good Food magazine cooks up an iPad sensation with the App Studio solution. GOOD FOOD MAGAZINE CASE STUDY A Mouth Watering Tablet Experience

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Page 1: A Mouth Watering Tablet Experience - App Studio · the App Store, as well as an opt-in data feed from readers and in-geniously incorporates ... any one entering the tablet publishing

When you’re the UK’s leading food magazine,there’s a lot of pressure to get your firsttablet version right.

So when BBC Good Food saw its readers increasingly making themove to tablets, it turned to App Studio to help unleash thepossibilities for its tablet publication.

Rebekah Billingsley, Publishing Director, Mobile Devices for Immediate

Media at Good Food magazine, explains, “The magazine division just

saw these tablets and really got it. They understand how tablets can

become an incredibly interactive extension of the magazine. It was also

an opportunity to charge for our content on a digital platform. Tablets

came along and we realized that people were willing to pay in a way

they weren’t on the web.”

Of course delivering a great user experience was paramount to the suc-

cess of the new app. For Good Food, simply publishing large, slow PDF

files was never going to do the job. Instead, they used App Studio to

create a fast, adaptable HTML5 tablet edition that combined all the

Good Food magazine cooks up an iPad sensation with the App Studio solution.

GOOD FOOD MAGAZINECASE STUDY

A Mouth Watering Tablet Experience

Page 2: A Mouth Watering Tablet Experience - App Studio · the App Store, as well as an opt-in data feed from readers and in-geniously incorporates ... any one entering the tablet publishing

great content from the print publi-

cation with new levels of interac-

tion and functionality. As Billingsley

points out, “Readers can search

across recipes, they can create a

scrapbook which is where they

store their favorite recipes across

all the issues that they’ve bought, it

just takes it that bit further.”

They got it right. Last month they

had 45,000 downloads of the latest

issue, and the magazine has been

downloaded over 200,000 times

since launch.

Retaining existingreaders, attractingnew ones.Every publisher making the move

from print and web to tablets must

consider both customer retention

and attracting new readers. Good

Food is no different. For the tablet

version, it’s found that readers come

in two flavors.

First, about half are existing sub-

scribers who already love the print

magazine and now enjoy free

access to the iPad app. The second

group is primarily made up of App

Store customers who have bought

an iPad and are looking for great

content and apps to put on it.

These represent new readers for

the publication and a market they

look forward to growing.

Of course, keeping both groups

engaged means giving them a

tablet experience they love. So far,

the reviews are glowing:

“S u p e r… Best mag. Of all times.”

“Just what the iPad is for.”

“This is the first time I’ve boughtthis magazine. If only all my othermagazines were available in thisformat — it ’s so good.”

“One of the best subscription appsaround. This is the standard bywhich others are measured.”

It all goes to show the excellent job

Good Food has done both of

enhancing the experience for exist-

ing print readers and opening up to

a new and growing audience.

A deeper insight intotablet readersWhere the tablet edition of

Good Food differs quite

markedly from the print

version is the visibility it

gives both publishing

and editorial staff

into what readers like

most. The tablet

publication collects

basic sales data from

the App Store, as well

as an opt-in data feed

from readers and in -

geniously incorporates

Google Analytics, too.

2 ©2012 Quark Software Inc. All rights reserved

GOOD FOOD MAGAZINECASE STUDY

Readers can interact with the contents of Good Food to open up recipes andshopping lists, which can be automatically emailed to them.

Page 3: A Mouth Watering Tablet Experience - App Studio · the App Store, as well as an opt-in data feed from readers and in-geniously incorporates ... any one entering the tablet publishing

As a result, Good Food can now see its readers in a whole new light.

Billingsley explains, “We’re seeing about a 65% opt-in rate of sub-

scribers which is great. Then we’ve laid Google Analytics over the

product which means we get everything — we know dwell time, most

read, every click, every video view and frequency.”

This level of insight has enabled Good Food to adapt and tune its publi-

cation to more closely match what readers value most. Says Billingsley,

“We’ve used this data analysis to hone our product. For example, our

videos weren’t viewed as much as we’d expected and were heavy, so

we’ve reduced the number from two down to one.

We know that the shopping basket functionality is used in about 60%

of all visits, so we hope to enhance that area of functionality. Even

more importantly, it allows us to tell advertisers how their ads have per-

formed and help them make better ones next time.”

These are all things that would be, at best, very difficult and at worst,

almost impossible to do with the print publication. This granularity of

detail also enables Good Food to tell advertisers exactly how well their

ads are performing.

Unlike with PDFs, readers can highlight and select words throughout the magazine,look them up in a glossary and find reference information.

Lessons fromGood Food

We asked Rebekah Billingsleywhat advice she’d give to anyone entering the tablet publishing market:“Find a platform that integrates into yourexisting publishing production process andteam. Don’t invest too much money on tech-nology — use the platforms that exist thatplug in to QuarkXPress or InDesign, such asApp Studio. And create as much opportunityas possible to test your product and pricing.”

3 ©2012 Quark Software Inc. All rights reserved

GOOD FOOD MAGAZINECASE STUDY

Page 4: A Mouth Watering Tablet Experience - App Studio · the App Store, as well as an opt-in data feed from readers and in-geniously incorporates ... any one entering the tablet publishing

Smaller files, faster downloads, happier readersGood Food magazine readers are just like all modern consumers —

they expect information to be available online with little or no delay.

Not surprisingly, tablet users feel just the same way.

Understanding that speed is essential for a positive user experience,

Good Food selected App Studio as its software solution. A key factor

is that App Studio is based on HTML5 rather than PDF technology. This

was an important distinction. Billingsley explains, “We didn’t want to

be limited in what we did with our magazine because of file sizes. App

Studio was the only solution to be able to offer us that.”

So HTML5 is important?

“It is definitely important,” says Billingsley. “Who wants to create PDF

products? They’re heavy, they’re clunky, and they’re not searchable.

HTML5 gave us the opportunity to scale onto Android and Windows if

we wanted to. It also allows us to integrate the HTML from our web-

sites to create additional functionality.”

What’s more, the App Studio solution fits seamlessly with the way the

print publishing team was already working. It meant fewer barriers and

faster success. It also delivered greater flexibility, allowing Good Food

to revisit and adapt their strategy on a regular basis.

The result is a tablet publication that both works for the business and

which readers love.

If you would like to learn more about a certain success story or about howyour company can profit from Quark products and solutions, visitwww.quark.com or contact us. If you are interested in having Quark publishyour success story, please contact the Quark PR team at [email protected].

We didn’t want to be limitedin what we did with ourmagazine because of filesizes. App Studio was theonly solution to be ableto offer us that.— Rebekah Billingsley, Publishing Director, Mobile Devices

for Immediate Media at Good Food magazine

4 ©2012 Quark Software Inc. All rights reserved

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©2012 Quark Software Inc. All rights reserved. Unauthorized use and/or reproduction are violations of applicable laws. Quark, QuarkXPress, and the Quark logoare trademarks or registered trademarks of Quark Software Inc. and its affiliates in the U.S. and/or other countries. All other marks are the property of theirrespective owners. 02615CS_US

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