Nick Bogaty, Senior Director of Business Development and Marketing for Adobe, tells AdExchanger that digital issues delivered with Adobe DPS have increased six times over the past two years. The company also found that readers are willing to pay for digital content, with nearly 80% of all downloads coming through some type of paid program. While 22% of downloaded editions were free, 34% of content was delivered through a digital subscription, 10% through single paid issues, and 35% from some type of print and digital subscription package.
Bullett still sells traditional ad space, advertorials and affiliate marketing and linking. But using Adobe DPS has expanded Bullett's capabilities with publication and how they make money, Bogaty says.
"Tablets, as they move into mass consumption, are becoming attractive to advertisers," he adds. Publishers can take advantage of their knowledge of the device to work more deeply with brands and advertisers. Bullett has set up what they call the Insider Series for high-level executives to learn more about tablet advertising, especially with Bullett.
"When we began marketing to companies, whether fashion brands or automotive, it became apparent that there is hesitation to spending on digital publishing," Becht says. "We realized we needed to talk to senior strategists and VPs. The tablet market is so advanced. iPads were only invented two or three years ago and there's no way the corporate structure can adapt that fast to figure it out. That's why companies like us have taken on the role in the industry to educate, because we know once people get it there will be windfall and we want to be there."