From print to iPad:Keeping educational material current

Beverly

Robertson

Bob Levine

Barbara Jones

#13ntc2ipad

Know your audience• By Oct 2012, 25 % of

American adults own tablet devices.

• Tablet users want to experience their content on a deeper level.

• Content needs to stay relevant to women of childbearing age (18-44).

• Reader fatigue is a growing problem.

#13ntc2ipad

Our aims1. Introduce MOD and it’s

mission to a new audience

2. Provide interactive and up-to-date mission related content

3. Position MOD as a content provider in the digital magazine

4. Increase visibility for relevant video content

#13ntc2ipad

Project specs

• Look and feel that’s consistent with print version and overall branding

• Inviting, fresh and speaks to target audience

• Wireless connectivity

• Native video

• Imbedded links to detailed content

#13ntc2ipad

iPad, Android, Kindle?

• iPad shipment projected to hit 100 million in 2013

• 1 device vs. many

• iPads have 43 % of market share1

• 47 % of users are 18-441

1. Comscore. Mobile Future in focus, 2013

#13ntc2ipad

#13ntc2ipad

Visit:marchforbabies.o

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Which educational product do we choose?• Most comprehensive of

consumer educational material

• Exists in magazine format

• Award-winning

• Best selling product

• Published since 1999

• Bilingual since 2008

#13ntc2ipad

Your first app:Getting started with tablet publishing

What you’ll need• Apple Developer Account• Hardware

– iPad(s) for testing– Mac (Apple requirement

for publishing)• Software

– Adobe InDesign (part of Creative Cloud)– Creative Cloud includes unlimited

“Single Edition” apps

Dual vs Single OrientationDual orientation is a waste of time and effort• Pick one• Use two orientations only for special effects• 80% of users prefer landscape

Take your time!• There’s no “Easy Button”• Some things don’t translate well from print to tablet• Many interactive affects require new techniques• Non-intuitive• Hacks

Why my wagon is hitched to Adobe• One vendor• No finger pointing• Regular updates• User forums monitored by

front line employees• Single Edition apps included

in Creative Cloud

Interactivity• Scrolling content• Hyperlinks• Video• Audio• Slideshows• Animations• Web content

Testing• Focus groups• Check everything!

– Buttons– Slideshows– Links– Navigation

• Fresh set of eyes late in the process

Avoid an Apple rejection• It’s an app!• NEVER call it a book• Include plenty of APPROPRIATE interactivity• Engaging content is the key• Glorified PDFs will be rejected!

New technology mean rapid change• Stay informed

– User forums– Twitter: Follow me, IDGuy

App publishing vendors• Adobe (Digital Publishing Suite)• Quark (AppStudio)• Mag+• Twixl• Aquafadas

Look and feel – an engaging experience• looks like the magazine

• includes the same content, plus some

• engages the viewer through interactivity

• users look for action - but when’s it too much?

“Liked overall clean design and images in the app. Tons of info, videos and resources.” — Wendy

“I like how you don’t need to close the popup to view another tip. You can just click on the next tip.”

March of Dimes brandEducation and health promotion

• easy-to-read, low literacy conventions‑ typography: 12/14 serif font for body copy, san-serif font

for sub-heads, upper case and lower case

‑ color palette: primary and secondary

‑ design elements:

‑ photography

March of Dimes brand – more than just the logo• typography

• color palette (primary and secondary)

• design elements

• photography

Education and health promotion

• easy-to-read (5-7 grade)

• health literacy conventions

“My favorite section was the how your baby grows, I thought it was really suited for an interactive medium…”

iPad design

• Adobe InDesign CS5 or later

• 4x3 (1024x768) format size

• 16/20 font size – minimum 9 pt. (pinch &

zoom)

• fonts — Latin725 (for Sabon) and Avenir

• low resolution images at 72dpi

• lower cost of stock photography $10-20 vs

$500 for print

“I like the handy resources/web links that let you click and opens in a new window for you to browse, but does not force you to exit the app.”

Content• English and Spanish – cutting copy to fit, adding copy

for more interactivity

• photos match content and need for diversity

• interactivity - what’s enough?

• easy-to-read, low literacy focus

• creating charts

• videos

Design, production and approval• art direction/design – consistent use of icons and

actions, editing or cutting copy to fit, photo selection

• review – proofing, corrections and pdfs

• approvals – view on iPad, one-on-one observation

• focus groups – view on iPad

Icon, splash page, app store • icon – the MOD system, iPad 2 and iPad 3

• splash page – coordinated

• App store description and screen shots

Brand consistency!

Free vs. paid - considerations• Apple keeps about 30% of sale price

• Local vs global

• There are tiered global tax remittances.

• Paid app no native donation opportunity

• Competitive pricing is key

Get the word out (marketing)• Traditional press release

• blogger outreach

• Tweet, tweet, and RT.

• E-newsletters, English and Spanish

• blogposts

• website widget

• print bug

• English and Spanish

Blogger outreach

Analytics

2013 updates• improved navigation• improved animation• more video• audio• new technology• content

Stay in touch

Beverly Robertson@marchofdimes, @modbev

Bob Levine@idguy

Barbara Jones@modbarbbjones@marchofdimes.com