Creating an E-Reader Edition - Kathy Sandler Presentation at Premedia Spectrum conference in Naples, FL January, 2011

1. Creating an eReader Edition
Kathy Sandler, Technology Consultant
Presented by GAA & IDEAlliance • January 18-21, 2011

2. About Kathy Sandler
• Helping magazines to iPad and Android
• 20 years in IT/Publishing Technology at Hearst
• Background in Magazine & Book Production
• Adjunct Faculty at Pace s Master s in
Publishing program
• Former President, Women In Production

3. Creating an eReader Edition
1. How to Create a File for a Tablet Device
2. Best Practices
3. Challenges
4. Further Resources

4. Why Tablets?
• Where Is Your Target Audience?
• Tablet market expected to reach 82 million U.S. consumers in
2015, per Forrester Research, 1/4/11
• 2010: 10.3m units sold in U.S.
• 2015: 82m U.S. unit sales predicted
• One-third of U.S. consumers will be
using tablet devices by 2015
Source: Forrester, 1/4/11
Per Yankee Group, 1/8/11

5. Who Are the Big Players in Hardware?
Apple iPad
• 10-inch immersive
experience
• 2010: almost 15 million
units sold
• 2012: 30 million unit sales
forecasted, per eMarketer
• iPad2 coming…
Source: eMarketer, 12/10

6. Who Are the Big Players in Hardware?
Next Issue Media - consortium of
major publishers:
1. Condé Nast
2. Hearst
3. Meredith
4. News Corp. and
5. Time Inc.
coming out on Android for 7”
Samsung Galaxy Tab Samsung Galaxy Tab
• Runs Google Android Operating System
• 7-inch – may attract women (as opposed
to young men – geeks – who traditionally
are attracted to gadgets
• Sold 1.5 million units in quarter, per Wall
Street Journal, 1/6/11
• 4G coming…

7. Hardware – Also Big Players
Motorola Xoom Dell Streak7 Samsung Sliding Series7
(runs Honeycomb) (4G, Gorilla Glass) (Windows 7 Netbook,
converts to tablet)
Asus Eee Pad Transformer Toshiba Tegra 2 (Android
(7” and 10” tablets) 3.0, adjusts to light)
RIM PlayBook (has Flash,
Panasonic VIERA corporate support)

8. Other Tablets
Samsung TX100 Cydle M7 Multipad
Lenovo IdeaPad
U1 Hybrid Device
OpenPeak Tablet
Hanvon Hpad A112,
Touchpad B10 (Android
& Windows 7)
Viliv S7 (Android &
Coby Tablet Windows 7)

9. Other Tablets
• Over 80 introduced at CES!
• Per Seth Porges, Popular Mechanics:
Most of these tablets are trying to address
gaps in the current iPad, which will be solved
in iPad2. Since iPad2 coming out in Spring, he
predicts none of them will sell…

10. Why E-Readers?
• Where Is Your Target Audience?
• E-Reader ownership expected to triple in the U.S. - Forrester,
12/7/10
• 2010: 10.3 million
• 2015: 29.4 million
Source: Forrester 12/7/10

11. E-Readers
Amazon Kindle –
Onyx 9.7″ e-reader
8m sold per 2010,
Bloomberg 12/10
Borders Kobo
Wireless eReader
Entourage Edge
Barnes & Noble Nook – sold (dual screen)
2m Forrester estimate, now
NookColor Spring Alex
Pandigital Novel
Sony Reader – sold 10m books, (9″ Android tablet)
per PW 7/20/10

12. E-Readers
And sometimes
e-readers are just small tablets…
…or big smartphones

13. SmartPhones
• 1 in 2 Americans will have
smartphones by the end of
2011 - Nielsen 5/10
• “Apple’s App Store predicted
to remain the healthiest app
economy in terms of
downloads for the
foreseeable future.” - ABI
Research 8/5/10
• Apple 125k apps as of 8/10
• Android 30k, over 800m
apps downloaded per 2010
forecast
• So you know you need an
app that can go on a tablet,
an e-reader, perhaps a
phone…

14. What’s the Opportunity?
• > 50% increase in circulation revenue relative to today’s print-
only world amongst tablet-, smartphone- and netbook-owning
subscribers
• $2b in gross circulation and advertising revenue for the
domestic US publishing industry by 2014, which yields a
$332m incremental revenue opportunity after accounting for
cannibalization of print revenues
- “A New Digital Future for Publishers?” a whitepaper developed by Oliver Wyman for
Next Issue Media
- www.oliverwyman.com/ow/49749.htm
They’re talking about rich, immersive, lean-back experiences –
well-designed with value-added content…

15. What do you publish to?
• Content Strategy for design/device
• Immersive/designed content for larger device
• Utilitarian/text-driven content for smaller device
• Feature Requirements
• Budget - for sustainability
• Business model

16. Software & Standards
Matrix of cost vs. functionality
(I didn’t include partnerships
with an iPad reader, such as
Pulse, Flipboard, or Flud)

17. Software & Standards
PDF
Advantage:
• Cheap to
produce
Disadvantage:
• Readers
don’t see value

18. Software & Standards
PDF – who uses:
• New York Magazine
(via PaperLit – enhanced w. blogs)

19. Software & Standards
ePUB
Advantage:
• Should be able to publish to
any device
• Should be able to integrate
into existing workflow
Disadvantages:
• Limitations to functionality
• Hard to produce/sustain –
big cost is labor/time

20. Software & Standards
ePUB – Who uses:
Anyone?
(Time Inc. and other
publishers are retro-fitting
their content to ePUB, just like
many publishers outsource
PRISM XML creation after the
print workflow…)

21. Software & Standards
Zinio
Advantages:
• Supports subscriptions!
• Some readers like having
mag apps all in one place
(although they have a
branded app option)
• Magazine publishers may
already have relationship
Disadvantage:
• Readers may not see value

22. Software & Standards
Zinio – Who uses:
Actually – who doesn’t?
3000 magazines in 9/10,
but it’s not their only strategy …

23. Software & Standards
…but there are some
that seem to
You’ll see Hearst iPad only, supposedly
multiple times – trying less than $100k – is
lots of solutions… that cheap?

24. Software & Standards
…this is a hot
sector: • Texterity
(replicas thru
• Ceros
Coverleaf,
• Dalim* partnering with
The
• Olive
Wonderfactory
• OpenText* to create
HTML5)
• Mygazines
• Trend Offset*
• Nxtbook Media
• Yudu
• Proimage*
• Zmags
• QuadGraphics*
* Premedia
Spectrum
Sponsor

25. Software & Standards
Woodwing
Advantage:
• Designers use palettes
in InDesign to create
interactivity
Disadvantage:
• Cost

26. Software & Standards
Woodwing – Who Uses
– 150 magazines:
• Time Inc.
• American Express Publishing
(managed by Time Inc.)
• Hachette

27. Software & Standards
Woodwing – Who Uses
(continued):
• Source Interlink Media
• Virgin (Project – iPad only)
• See full list at
www.woodwing.com/
en/digital-magazine/ipad-gallery

28. Software & Standards
• Woodwing – How it works

29. Software & Standards
Woodwing - Cost:
Minimal Enterprise Configuration (I user)
• Perpetual License: 5000 euro
plus Software Maintenance: 18% of list
or
Subscription: 380 euro/mo.
(6 month minimum)
• Reader app: 1000 euro+
• Content Delivery Service:
250 euro/mo. (12 mo min)
• Plus hardware, installation, training,
and support, VAT, Apple Developer’s
Account ($99)
Source: http://www.woodwing.com/en/node/0

30. Software & Standards
Adobe Digital Publishing Suite
Advantages:
• Designers use palettes
in InDesign to create
interactivity
• Created by Adobe,
uses full InDesign feature-
set, Omniture reporting
Disadvantage:
• Cost

31. Software & Standards
Adobe Digital Publishing Suite – Who
Uses – 70 magazines:
• Condé Nast (not GourmetLive, which is
HTML5 custom app by Activate)
• Martha Stewart Living
Omnimedia (not Martha Makes Cookies,
which is Callaway Custom)
• Reader’s Digest (just came out yesterday
– done w. some HTML5 and Vjoon/K4)

32. Software & Standards
Adobe Digital Publishing Suite –
Who Uses (continued):
• Dennis Publishing
See full list at:
http://blogs.adobe.com/
digitalpublishinggallery/
publications

33. Software & Standards
• Adobe Digital Publishing Suite – How it
works

34. Software & Standards
Adobe Digital Publishing Suite
– Cost:
• Professional Edition $699/month
plus per-issue fee:
• Or Enterprise Edition: Custom Quote
• Integrate w. other systems
• Better reporting of viewer data
• Adobe support
Source: www.adobe.com/products/
digitalpublishingsuite/pricing/

35. Software & Standards
Custom App
Advantages:
• Theoretically, anything is
possible
• Good for one-time apps
Disadvantage:
• Cost – it’s an unknown
• Sustainability – can you
update with a CMS?
• Development Time
• Varying quality levels

36. Software & Standards
Custom App – Who Uses:
• Some Hearst (Oprah – Gift
Guide supposedly done in 2
weeks by Scrollmotion, Esquire
– also done by Scrollmotion,
Popular Mechanics –
developers in-house)
• Some Hachette (Elle)
• Many Others

37. Software & Standards
What’s Missing –
Magic Quadrant
Advantages:
• Full feature-set
• Low cost

38. Software & Standards
What’s Missing –
the Promise of nextPub™
Advantages:
• Full feature-set nextPub™
• Low cost – takes advantage
of existing content
• Publish to any device
Questions:
• Will it deliver what we need?
• When will it be ready?

39. What is ePUB?
• ePUB is a standard created by IDPF (International Digital
Publishing Forum) to allow:
• Publishers to produce and send a single digital publication file
through distribution and
• Offers consumers interoperability between software/hardware
for unencrypted reflowable digital books and other publications
Source: www.idpf.org

40. Limitations of ePub
• Re-flowable – Text re-flows on devices
• Advantage: Device-independent
• Disadvantage: Loss of design/brand control
• User can customize font, size, background color, may be able to
customize alignment and spacing (you can embed fonts, but this
may be ignored)
• You may get bad breaks, widows/orphans, subheads at bottom
• When does it not make sense
• When it’s too much work to create a designed app because of the
limitations
• Design is most important

41. Workarounds for ePUB Limitations
• Export happens from left-to-right, then top to bottom
 Rearrange content
• Text formatting will be ignored if not in a stylesheet
 Create paragraph and character styles for every fomatting
change
• Master-page items are not included
 Detach them from master on document page
• White text disappears
 Change all white text

42. Workarounds for Technical Limitations
(cont’d.)
• Paragraph returns will be • Table formatting lost
ignored  Re-format
 Replace with space before/ • Nested styles are lost
after
 Replace with paragraph
• Images are usually at the end styles
 Change them to anchored if • Need to create a TOC
need to run with text
 Create it
• Page breaks are ignored
• Need to add metadata
 Create a new InDesign file
to start a new section  Add it
• Soft returns are preserved
 Remove them

43. Demo
• Demo – InDesign to ePub

44. nextPub™
• Should add enhancement for magazine-
specific needs, such as:
• Article elements – deck, sidebar, etc.
• Metadata – cover date
• PRISM-like media element: Credits, captions, usage rights
• (But won’t take care of limitations in ePUB)

45. Best Practices
• Repurposing – Users don’t want iPad to be
replica of print (although opportunities for
“companion” apps – SIPs re-packaging
content, such as Marie Claire AtoZ, BHG
Celebrate, EW’s Must List)
• Simultaneous Design
• XML Workflows
• Cross-media workflows

46. Challenges
• Sustainable workflows
• Sustainability: How many people? Labor is the big, ongoing problem!
• Don’t forget – horizontal & vertical versions!
• People magazine supposedly has 24 designers that take print version to tablet
and make it fit
• What skill sets?
• Without Editors/Copyeditors you will have bad breaks, widows – are these
OK?
• 25% more images, video
• Who adds interactivity
• Division of labor
• Scalability

47. Challenges (continued)
• Hidden Costs
• Does the software support all the features you want, or do you need some HTML5
development work?
• Implementation, customization, integration, training (continuous)
• Multiple Devices & Standards
• Change Management
• Advertising – standards and preflighting for interactive ads
• Apple iAds
• Adobe claims their .issue files will be the PDF-x/1A of tablet
• Subscriptions
• Submission Process – You need to submit a test issue – who will produce this?

48. Resources – ePUB
• Adobe Tutorials:
http://www.adobe.com/products/creativesuite/design/
crossmedia_resources/ebooks_software.html
• CreativePro: Making eBooks from InDesign by Gabriel Powell:
Part 1: http://www.creativepro.com/files/downloads/
InDesignMag_32_ebooks_part1.pdf
Part 2: http://www.creativepro.com/article/making-ebooks-indesign-
part-2

49. Resources – ePUB (continued)
• Video Tutorial: Creating a ebook for distribution on Sony reader digital
book, Amazon kindle, and Apple iPhone by Colin Fleming (Adobe)
http://2009.max.adobe.com/online/session/238
• Books:
• EPUB: Straight to the Point. Creating ebooks
for the Apple iPad and other ereaders by
Elizabeth Castro ($20)
• How to Create an eBook with
Adobe InDesign
by Rufus Deuchler ($8)

50. Resources
Adobe Digital Publishing Suite:
• How-tos: http://tv.adobe.com/show/digital-publishing
• Join the Adobe Digital Publishing Suite prerelease program:
https://www.adobe.com/cfusion/mmform/index.cfm?
name=prerelease_interest
Woodwing
• Webinars: http://www.woodwing.com/en/Webinars

51. Resources - Custom Apps
• Apple Software Development Kit
Programming Guide and
Human Interface Guidelines
http://developer.apple.com/ipad/sdk/

52. What’s Needed
• ePUB enhanced – nextPub™
• Styles for content on different devices
- like CSS for the web with simulator to show
preview in different output templates
• Auto-sensing on devices
- to identify which device a user has
• Ideal = flexible content, which user gets cheap
and portable to any device they own

53. Thank You!
• Questions?
• Thank You!
• Kathy Sandler
ksandler1@gmail.com

54. Creating an eReader Edition
Kathy Sandler, Technology Consultant
Presented by GAA & IDEAlliance • January 18-21, 2011