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Good Food Magazine by BBC Worldwide: Recipient of the PPA’s “App of the Year” award, the Good Food magazine app is packed with stunning images and hundreds of new recipes in each issue. Designed for ease-of-use, each recipe is triple tested in the Good Food kitchen.
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When you’re the UK’s leading food magazine,there’s a lot of pressure to get your firsttablet version right.
So when BBC Good Food saw its readers increasingly making themove to tablets, it turned to App Studio to help unleash thepossibilities for its tablet publication.
Rebekah Billingsley, Publishing Director, Mobile Devices for Immediate
Media at Good Food magazine, explains, “The magazine division just
saw these tablets and really got it. They understand how tablets can
become an incredibly interactive extension of the magazine. It was also
an opportunity to charge for our content on a digital platform. Tablets
came along and we realized that people were willing to pay in a way
they weren’t on the web.”
Of course delivering a great user experience was paramount to the suc-
cess of the new app. For Good Food, simply publishing large, slow PDF
files was never going to do the job. Instead, they used App Studio to
create a fast, adaptable HTML5 tablet edition that combined all the
Good Food magazine cooks up an iPad sensation with the App Studio solution.
GOOD FOOD MAGAZINECASE STUDY
A Mouth Watering Tablet Experience
great content from the print publi-
cation with new levels of interac-
tion and functionality. As Billingsley
points out, “Readers can search
across recipes, they can create a
scrapbook which is where they
store their favorite recipes across
all the issues that they’ve bought, it
just takes it that bit further.”
They got it right. Last month they
had 45,000 downloads of the latest
issue, and the magazine has been
downloaded over 200,000 times
since launch.
Retaining existingreaders, attractingnew ones.Every publisher making the move
from print and web to tablets must
consider both customer retention
and attracting new readers. Good
Food is no different. For the tablet
version, it’s found that readers come
in two flavors.
First, about half are existing sub-
scribers who already love the print
magazine and now enjoy free
access to the iPad app. The second
group is primarily made up of App
Store customers who have bought
an iPad and are looking for great
content and apps to put on it.
These represent new readers for
the publication and a market they
look forward to growing.
Of course, keeping both groups
engaged means giving them a
tablet experience they love. So far,
the reviews are glowing:
“S u p e r… Best mag. Of all times.”
“Just what the iPad is for.”
“This is the first time I’ve boughtthis magazine. If only all my othermagazines were available in thisformat — it ’s so good.”
“One of the best subscription appsaround. This is the standard bywhich others are measured.”
It all goes to show the excellent job
Good Food has done both of
enhancing the experience for exist-
ing print readers and opening up to
a new and growing audience.
A deeper insight intotablet readersWhere the tablet edition of
Good Food differs quite
markedly from the print
version is the visibility it
gives both publishing
and editorial staff
into what readers like
most. The tablet
publication collects
basic sales data from
the App Store, as well
as an opt-in data feed
from readers and in -
geniously incorporates
Google Analytics, too.
2 ©2012 Quark Software Inc. All rights reserved
GOOD FOOD MAGAZINECASE STUDY
Readers can interact with the contents of Good Food to open up recipes andshopping lists, which can be automatically emailed to them.
As a result, Good Food can now see its readers in a whole new light.
Billingsley explains, “We’re seeing about a 65% opt-in rate of sub-
scribers which is great. Then we’ve laid Google Analytics over the
product which means we get everything — we know dwell time, most
read, every click, every video view and frequency.”
This level of insight has enabled Good Food to adapt and tune its publi-
cation to more closely match what readers value most. Says Billingsley,
“We’ve used this data analysis to hone our product. For example, our
videos weren’t viewed as much as we’d expected and were heavy, so
we’ve reduced the number from two down to one.
We know that the shopping basket functionality is used in about 60%
of all visits, so we hope to enhance that area of functionality. Even
more importantly, it allows us to tell advertisers how their ads have per-
formed and help them make better ones next time.”
These are all things that would be, at best, very difficult and at worst,
almost impossible to do with the print publication. This granularity of
detail also enables Good Food to tell advertisers exactly how well their
ads are performing.
Unlike with PDFs, readers can highlight and select words throughout the magazine,look them up in a glossary and find reference information.
Lessons fromGood Food
We asked Rebekah Billingsleywhat advice she’d give to anyone entering the tablet publishing market:“Find a platform that integrates into yourexisting publishing production process andteam. Don’t invest too much money on tech-nology — use the platforms that exist thatplug in to QuarkXPress or InDesign, such asApp Studio. And create as much opportunityas possible to test your product and pricing.”
3 ©2012 Quark Software Inc. All rights reserved
GOOD FOOD MAGAZINECASE STUDY
Smaller files, faster downloads, happier readersGood Food magazine readers are just like all modern consumers —
they expect information to be available online with little or no delay.
Not surprisingly, tablet users feel just the same way.
Understanding that speed is essential for a positive user experience,
Good Food selected App Studio as its software solution. A key factor
is that App Studio is based on HTML5 rather than PDF technology. This
was an important distinction. Billingsley explains, “We didn’t want to
be limited in what we did with our magazine because of file sizes. App
Studio was the only solution to be able to offer us that.”
So HTML5 is important?
“It is definitely important,” says Billingsley. “Who wants to create PDF
products? They’re heavy, they’re clunky, and they’re not searchable.
HTML5 gave us the opportunity to scale onto Android and Windows if
we wanted to. It also allows us to integrate the HTML from our web-
sites to create additional functionality.”
What’s more, the App Studio solution fits seamlessly with the way the
print publishing team was already working. It meant fewer barriers and
faster success. It also delivered greater flexibility, allowing Good Food
to revisit and adapt their strategy on a regular basis.
The result is a tablet publication that both works for the business and
which readers love.
If you would like to learn more about a certain success story or about howyour company can profit from Quark products and solutions, visitwww.quark.com or contact us. If you are interested in having Quark publishyour success story, please contact the Quark PR team at pr@quark.com.
We didn’t want to be limitedin what we did with ourmagazine because of filesizes. App Studio was theonly solution to be ableto offer us that.— Rebekah Billingsley, Publishing Director, Mobile Devices
for Immediate Media at Good Food magazine
4 ©2012 Quark Software Inc. All rights reserved
App Studio is the next generation digital publishing solution
that uses HTML5 to push the bounds of user experience
without the high cost and effort associated with custom app
development. By combining the market-leading HTML5
technology from the recent acquisition of PressRun with
Quark’s existing digital publishing technology, App Studio
is the only digital publishing solution that allows users to
create branded content apps using QuarkXPress, InDesign,
HTML5, and XML. Through a managed cloud environment,
designers, authors, and extended teams are able to
collaborate to create rich, interactive content that can be
delivered across multiple platforms and devices.
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©2012 Quark Software Inc. All rights reserved. Unauthorized use and/or reproduction are violations of applicable laws. Quark, QuarkXPress, and the Quark logoare trademarks or registered trademarks of Quark Software Inc. and its affiliates in the U.S. and/or other countries. All other marks are the property of theirrespective owners. 02615CS_US
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GOOD FOOD MAGAZINECASE STUDY
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