According to Adobe group product marketing manager Lynly Schambers-Lenox, digital editions created with DPS were downloaded at an average rate of 4.3 million issues per month over the past year.
“Over the last two years, we started at around 300,000 issues downloaded per week,” Schambers-Lenox said. “We are now trending toward close to 2 million downloads per week.”
Digital editions are popular with consumers, as evidenced by their propensity to pay for them. Schambers-Lenox said that in February, nearly 80 percent of issues created using DPS were paid for — an increase of 15 percent over the last 12 months. This is in direct contrast with Web content, which remains difficult to monetize.
In the last seven months, Schambers-Lenox said the number of digital readers has grown 200 percent. “What’s driving that are the new devices coming into the market,” she said.
Engagement is also driving the increase in readership. U.K. auto magazine Top Gear experienced a growth in readership in just three months after switching to DPS from a PDF replica digital edition. By adding interactive features such as video and audio, total downloads increased 48 percent, total paid downloads increased 62 percent, subscription revenue rose 165 percent, and ad revenue went up 200 percent.
Adobe digital publishing evangelist Colin Fleming said engaging interactivity is especially important for advertisers. “It’s about brand engagement activity,” he said, referring to how interactive features encourage readers to share and talk about ads via the Web and social media.
Fleming cited London’s Daily Mail as an example of a newspaper that used the interactive mobile elements available in Adobe DPS to increase reader engagement.
Adobe tracks the insights generated by all editions that are created using the DPS software and reports that 75 percent of DPS readers access content on tablets, while 25 percent read on their smartphone. Currently, DPS is available on multiple devices and will be coming to Android phones and Windows 8 later this year.
A major selling point of DPS touted by Adobe is that it allows publishers to think beyond content. The software suite offers other revenue opportunities, such as e-books, custom apps, e-commerce affiliate linking, and branded shopping experiences. Schambers-Lenox said it’s another way to make revenue through affiliates. “I think we will see more and more of this idea in the next six months,” she said, adding that readers will want to purchase the items featured in the content they consume.
“Traditional advertising is still working, but more brands are moving into digital ads,” she said. “You want to be where the readers are.”