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.