Adobe Unveils Digital Viewer Technology for Magazines

The Adobe Flash Player may be banned from the Apple’s iPad, but that’s not keeping Adobe Inc. from other efforts to leave its mark on the Apple’s devices.

A demonstration of the Wired magazine app for the iPad, a digital magazine produced with Adobe software. Photo: Wired

The Adobe Flash Player may be banned from the Apple’s iPad, but that’s not keeping Adobe Inc. from other efforts to leave its mark on the Apple’s devices.

And yesterday Adobe Systems unveiled a new digital viewer technology that promises to enable print publishers to bring striking digital versions of their magazines to life.

Developed with input from Cond Nast’s WIRED magazine, the publication recently debuted a digital edition for Apple’s iPad, utilising Adobe’s new digital viewer technology, which is ironic considering the battle between Adobe and Apple over Flash.

“Adobe’s work with WIRED has resulted in a digital magazine format that creates an immersive experience, allowing a publication’s unique content, look and feel and advertising to stand out in the digital realm,” said David Burkett, vice president and general manager, Creative Solutions at Adobe.

Adobe’s digital viewer technology allows readers to experience video content, slideshows, 360 degree images and rotate content in vertical and horizontal modes.

According to Adobe, readers are able to experience the design fidelity of a print magazine, with the dynamic interactivity of digital media.

A demonstration of the Wired magazine app for the iPad, a digital magazine produced with Adobe software. Photo: Wired

Burkett also said: “We aim to make our digital viewer software available to all publishers soon and plan to deliver versions that work across multiple hardware platforms.”

“It’s safe to say that if you are already working in InDesign CS5, you’ll be well on your way to producing a beautiful digital version of your publication,” he added.

The new technology is good news for those who thought Adobe technology and software would never natively appear on Apple’s iPad, iPhone and iPod touch.

Despite a long relationship with Adobe, Apple’s CEO Steve Jobs recently wrote a long open letter explaining why Flash isn’t suitable for mobile devices, highlighting the success of 200,000 non-Flash apps and the potential of HTML5.

A demonstration of the Wired magazine app for the iPad, a digital magazine produced with Adobe software. Photo: Wired

Condé Nast meanwhile, believes Adobe’s technology will allow advertisers to embrace new interactive features to deliver high-impact brand campaigns, potentially reaching readers in new ways.

Thomas J. Wallace, editorial director of Condé Nast, said: “Our partnership with Adobe allowed us to re-imagine and rebuild a print issue into an amazing digital magazine experience on iPad.”

“WIRED’s visionary execution of Adobe technology expands the potential of this new medium for all Condé Nast magazines. Our work with Adobe is just beginning. We expect to use this technology to deliver more of our publications over the coming months,” he added.

The Audit Bureau of Circulations (ABC) has approved the WIRED’s iPad app as a replica digital edition of the magazine. The Wired app is available now for $4.99 from the iPad App Store or at http://www.wired.com/app. This is the third ABC-approved digital edition from Condé Nast, following GQ and Vanity Fair, which are available for iPad, iPhone and iPod Touch. [Adobe and Wired Reader via PC Mag and CNET]

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