You don't want to overstuff your digital magazine apps.
Gael Towey, chief creative and editorial director, Martha Stewart Living Omnimedia, speaking at the OMMA Tablet Revolution, says the company's publications had included around 20 videos in each digital magazine. That was too much, she says. Now, her magazines only include around seven.
"We do more slides," says Towey. "We have right sized the content."
News Corp. unveiled The Daily with much fanfare a year ago, with Rupert Murdoch himself on hand at the New York launch event for the first iPad-only newspaper. But not a lot of data has come out about the publication since then. Giving the afternoon keynote at Tablet Revolution, Daily Publisher Greg Clayman was on hand to talk about what’s happened in the last year. Here are some topline numbers:
-100,000 paid subs; more than half (55%) are annual subs.
-250,000 monthly readers
Avg. time spent 20-30 mins. per day
-third top-grossing iPad app in the iTunes Store last year...
With tablets often squeezed into existing digital budgets, it places a premium on how brands invest in the platform. Derek Fridman, creative director, SapientNitro, says clients typically want to create content that they can create once and roll out to all different platforms. But “code once and deploy on multiple platforms” isn’t as easy as it sounds. So the best bet is to go with whatever a brand considers the core platform for its audience, typically either iPhone or Android. Alex Schmelkin, however, argues for building a tablet-optimized site first as a way to reach the widest audience to start. ...