This article discusses new technologies that are making wind turbines more efficient at capturing energy from offshore winds. GE is developing a new turbine with longer, lighter blades that twist to reduce stress in high winds. It also has a simpler drivetrain without gears, using permanent magnets in the generator for reduced maintenance needs. Combining these innovations could allow the turbine to operate at its full power potential for more hours. The new design aims to capture 25% more wind energy than conventional models.

1. How tablets are re-inventing the future of publishing
for creatives and designers in business and media
communication
Cross Media 2012, London · Sep
3

2. Peo Strindlund
VP Sales - EMEA & Asia/Pacific · peo@magplus.com
CrossMedia 2012 · London · Sep 3 2012

3. Why tablet publishing?

4. Why tablet publishing?
New market opportunities
Increased quality, package and design content
Cost effective distribution
Efficient communication (push/online/offline)
Easy to get started (test and evaluate)
Low entry of barrier (no initial cost)
Accurate information available
Engaging the customer/employee
magplus.com

5. What are the current trends in
tablet publishing?

6. ”The technology is an evolution -
the comsumption is a revolution”

7. Trends within the market
According to Gartner Apple will sell 65,6 million
iPads in 2012
In 2014 tablets will out-sell PC´s
Tablet users willing to pay for content (3-4 x than on
smartphones)
Mobile apps are a $10 billion market - Growing with
100% per year
The app market has created 541.000 new jobs over
the last 4 years.
Ads do engage the users
magplus.com

8. Trends within Publishers
Streamlined production (one-push solution)
Creativity is prio
Innovate - Recreate the product
Multi platform (tablets & smartphones)
Interact with the readers
New Business Models
Integration with subscription systems (cross promotions)
Statistics
Fast growing market magplus.com

9. This is not slowing down
400000"
369.2m
350000"
300000"
250000" Other"Opera0ng"Systems"
QNX"
182.5m Microso>"
200000" Android"
iOS"
OS"
150000"
118.9m
100000" 60m
50000"
0"
2011" 2012" 2013" 2016"
magplus.com

10. What are publishers/customers
doing and, importantly, how
does the audience view the
experience?

11. It’s not a @#$%^ print page.
But it’s also not Angry Birds.
People read with their hands as
much as they do with their eyes.

12. PDF?

13. PDF?

14. Optimized for
the device?

15. Read
Watch
Touch, swipe, tap
Share

16. Read
Watch
Touch, swipe, tap
Share

17. WHAT’S NEW GREEN TECH
TIMELINE SIMPLER SOLAR
SUN POWER GETS EASIER WITH NEW LIGHTWEIGHT PANELS
Solar power sounds great: electricity from sunshine, for free, no
carbon footprint. But solar panels often come with hefty price
tags or require complex installations. Now lighter materials are
making them less expensive and more convenient, whether you
carry them with you or snap them onto your roof.—Sarah Parsons
NOW
Power Pack
This take-anywhere electric plant more wavelengths in less space
won’t weigh you down. Tonino by wrapping each individual
Lamborghini’s bag is the first particle of a conductive layer in
product to use a new solar panel light-absorbing dye molecules.
that’s as light, thin and flexible Charge a cellphone in six to eight
as fabric yet absorbs rays in any hours, indoors or out. Tonino
light, including artificial light or Lamborghini Solar Bag with G24
under clouds. It’s made of dye- DSSC Panel $200 (est.);
sensitized solar cells, which trap www.tlmm.com—s.p.
SOON: FALL
Print
Plug-and-Play
Panels
Click together a rooftop solar
system in a few hours, saving
days or weeks on design and
installation. Armageddon’s modular
kit consists of metal frames light
enough to carry up a ladder, plus 18-
pound solar panels—coated in Teflon
instead of heavy glass—that snap
onto the frames’ tabs. The easy-to-lift,
ready-made parts mean that installers
don’t have to build frames on top of a
house and also eliminate tricky wiring,
since each frame has its own DC-to-AC
converter that lets it plug straight into BEAM DATA Your
a home circuit breaker. Armageddon phone can display power
Energy SolarClovers From $8,000; output and other stats sent
armageddonenergy.com—s.p. by Armageddon’s solar units.
FROM TOP: COURTESY TONINO LAMBORGHINI; COURTESY
LATER: 2011 MIX AND MATCH Dow’s
Solar Shingles solar tiles blend in with
ARMAGEDDON ENERGY; COURTESY DOW
Rather than laying solar panels across your roof, use them as your standard roof shingles.
roof. Dow built thin-film photovoltaic cells directly into polymer
shingles. They’re as protective as ordinary shingles, nail down in
the same way and, in place of exposed wiring, hook together with
simple electrical connectors at their ends. Some units go on sale
later this year, with wide availability next year. Dow is also working
on other building materials with sun power built in. Dow Power-
house Solar Shingles Price not set; dowsolar.com—arnie cooper
26 POPULAR SCIENCE APRIL 2010 POPSCI.COM

18. WHAT’S NEW GREEN TECH
TIMELINE SIMPLER SOLAR
SUN POWER GETS EASIER WITH NEW LIGHTWEIGHT PANELS
Solar power sounds great: electricity from sunshine, for free, no
carbon footprint. But solar panels often come with hefty price
tags or require complex installations. Now lighter materials are
making them less expensive and more convenient, whether you
carry them with you or snap them onto your roof.—Sarah Parsons
NOW
Power Pack
This take-anywhere electric plant more wavelengths in less space
won’t weigh you down. Tonino by wrapping each individual
Lamborghini’s bag is the first particle of a conductive layer in
product to use a new solar panel light-absorbing dye molecules.
that’s as light, thin and flexible Charge a cellphone in six to eight
as fabric yet absorbs rays in any hours, indoors or out. Tonino
light, including artificial light or Lamborghini Solar Bag with G24
under clouds. It’s made of dye- DSSC Panel $200 (est.);
sensitized solar cells, which trap www.tlmm.com—s.p.
Print to tablet SOON: FALL
Plug-and-Play
Panels
Click together a rooftop solar
system in a few hours, saving
days or weeks on design and
installation. Armageddon’s modular
kit consists of metal frames light
enough to carry up a ladder, plus 18-
pound solar panels—coated in Teflon
instead of heavy glass—that snap
onto the frames’ tabs. The easy-to-lift,
ready-made parts mean that installers
don’t have to build frames on top of a
house and also eliminate tricky wiring,
since each frame has its own DC-to-AC
converter that lets it plug straight into BEAM DATA Your
a home circuit breaker. Armageddon phone can display power
Energy SolarClovers From $8,000; output and other stats sent
armageddonenergy.com—s.p. by Armageddon’s solar units.
FROM TOP: COURTESY TONINO LAMBORGHINI; COURTESY
LATER: 2011 MIX AND MATCH Dow’s
Solar Shingles solar tiles blend in with
ARMAGEDDON ENERGY; COURTESY DOW
Rather than laying solar panels across your roof, use them as your standard roof shingles.
roof. Dow built thin-film photovoltaic cells directly into polymer
shingles. They’re as protective as ordinary shingles, nail down in
the same way and, in place of exposed wiring, hook together with
simple electrical connectors at their ends. Some units go on sale
later this year, with wide availability next year. Dow is also working
on other building materials with sun power built in. Dow Power-
house Solar Shingles Price not set; dowsolar.com—arnie cooper
26 POPULAR SCIENCE APRIL 2010 POPSCI.COM

19. Created for tablet

20. HOW IT WORKS CLEAN ENERGY
XXXXXXXXX
THE NEXT-GEN ELECTRICAL CIRCUITRY: Converters
stabilize the current’s varying frequencies.
Transformers boost voltage from 690 volts
to more than 22,000, so current travels
PITCH CONTROLLER: To maximize lift as the wind speed
changes, a controller can automatically rotate each blade
anywhere from a fraction of a degree to multiple degrees per
second. It can also turn the blades away from dangerously high
BLADES: Light, stiff carbon fiber
replaces fiberglass at critical points in
the blades, so they lose pounds and gain
strength. A flat (rather than tapered) edge
WIND TURBINE
efficiently over long-distance lines. winds to avoid power overloads or hardware damage. gives them a shape that increases lift.
BLADE
To take advantage of the strong winds that blow JOINT
over the ocean, this gearless turbine uses a giant
ring of magnets and 176-foot blades ROTOR
By Rena Marie Pacella
Illustrations STATS GENERATOR:
The 90-ton
by Nick Kaloterakis GE OFFSHORE
generator consists A TWIST ON BLADES
TURBINE The longer a turbine’s blades, the more
There’s enough wind energy ROTOR DIAMETER: of a nearly 20-foot
ring of magnets wind it captures and the more electricity it
along our coastlines to power the 360 ft. creates. “If we could, we would just build
country four times over, and the race TOWER HEIGHT: that spins to
produce current. infinitely longer blades,” Mercer says. “The
is on to build the best offshore tur- 300 ft. problem is, blades get heavy and flexible.”
bines to capture it. Manufacturers MAX. POWER: Its large diameter
lets it create a lot of That flexibility, coupled with the force from
worldwide are experimenting with 4 megawatts very high winds, can bend blades so much
two techniques: ever-longer blades MORE INFO: power when turning
slowly, at the same that they burden the machine or even smack
to harness more gusts, and simpli- ge.com the tower. So GE designed a blade that twists
fied drivetrains (including new gene- 8 to 20 rpm as the
blades, so it doesn’t as it bends. It’s curved backward about eight
rators) that slash the need for costly feet, instead of extending straight out. When
repairs at sea. GE’s upcoming mach- need a gearbox to
speed it up to the a gust pushes the tip up, the blade twists
ine, slated to go online in 2012, will slightly around its curve—instantly angling
combine both into one package. thousands of rpm
most megawatt itself so that it bears less of the gust’s brunt
GE created lightweight 176-foot yet still captures a large part of its energy.
blades—about 40 percent longer
generators require. ROTOR SHAFT
than the average—with a more aero-
“Get rid of the
dynamic shape. The blades will
gearbox, and now
attach to a drivetrain that does away
you don’t have to
change the oil,” NACELLE: The
with many of the moving parts, fiberglass pod is
including the gearbox, that are
says GE engineer
Gary Mercer. 30 feet tall.
prone to breakage and energy loss.
A direct-drive mechanism replaces
gears, and permanent magnets YAW DRIVE
replace the electromagnets that
require starter brushes, coils and
power from the grid every time they
fire up. The blades are now being
HOW TO SPIN POWER TOWER: The
steel tower rests
tested in the Netherlands, and the 1. POSITION THE BLADES 2. CAPTURE THE WIND 3. TURN IT INTO ELECTRICITY on a concrete
drivetrain in Norway. Combining Based on data from wind-direction The three-bladed rotor spins in The shaft spins the generator’s
pylon that’s
the two should result in a turbine sensors, a yaw-drive motor turns winds from 7 to 70 mph, sweeping neodymium magnets inside
driven dozens
that captures 25 percent more wind the nacelle to face the wind. A twice the area of a football field. A stationary copper coils, inducing
of feet into the
power than conventional models, so pitch controller rotates each blade 23-foot-long steel rotor shaft and current in the coils. Circuitry adjusts
seabed and rises
it can operate more often at its full around a bearing, setting it to the two roller bearings transfer the the frequencies and voltage of the
nearly 300 feet
four-megawatt potential—enough to best angle for the wind speed. mechanical energy to the generator. current and sends it off to the grid.
out of the water.
power 1,000 homes.
42 POPULAR SCIENCE APRIL 2010

21. HOW IT WORKS CLEAN ENERGY
XXXXXXXXX
THE NEXT-GEN ELECTRICAL CIRCUITRY: Converters
stabilize the current’s varying frequencies.
Transformers boost voltage from 690 volts
to more than 22,000, so current travels
PITCH CONTROLLER: To maximize lift as the wind speed
changes, a controller can automatically rotate each blade
anywhere from a fraction of a degree to multiple degrees per
second. It can also turn the blades away from dangerously high
BLADES: Light, stiff carbon fiber
replaces fiberglass at critical points in
the blades, so they lose pounds and gain
strength. A flat (rather than tapered) edge
WIND TURBINE
efficiently over long-distance lines. winds to avoid power overloads or hardware damage. gives them a shape that increases lift.
BLADE
To take advantage of the strong winds that blow JOINT
over the ocean, this gearless turbine uses a giant
ring of magnets and 176-foot blades ROTOR
By Rena Marie Pacella
Illustrations STATS GENERATOR:
The 90-ton
by Nick Kaloterakis GE OFFSHORE
generator consists A TWIST ON BLADES
TURBINE The longer a turbine’s blades, the more
There’s enough wind energy ROTOR DIAMETER: of a nearly 20-foot
ring of magnets wind it captures and the more electricity it
along our coastlines to power the 360 ft. creates. “If we could, we would just build
country four times over, and the race TOWER HEIGHT: that spins to
produce current. infinitely longer blades,” Mercer says. “The
is on to build the best offshore tur- 300 ft. problem is, blades get heavy and flexible.”
bines to capture it. Manufacturers MAX. POWER: Its large diameter
lets it create a lot of That flexibility, coupled with the force from
worldwide are experimenting with 4 megawatts very high winds, can bend blades so much
two techniques: ever-longer blades MORE INFO: power when turning
slowly, at the same that they burden the machine or even smack
to harness more gusts, and simpli- ge.com the tower. So GE designed a blade that twists
fied drivetrains (including new gene- 8 to 20 rpm as the
blades, so it doesn’t as it bends. It’s curved backward about eight
rators) that slash the need for costly feet, instead of extending straight out. When
repairs at sea. GE’s upcoming mach- need a gearbox to
speed it up to the a gust pushes the tip up, the blade twists
ine, slated to go online in 2012, will slightly around its curve—instantly angling
combine both into one package. thousands of rpm
most megawatt itself so that it bears less of the gust’s brunt
GE created lightweight 176-foot yet still captures a large part of its energy.
blades—about 40 percent longer
generators require. ROTOR SHAFT
than the average—with a more aero-
“Get rid of the
dynamic shape. The blades will
gearbox, and now
attach to a drivetrain that does away
you don’t have to
change the oil,” NACELLE: The
with many of the moving parts, fiberglass pod is
including the gearbox, that are
says GE engineer
Gary Mercer. 30 feet tall.
prone to breakage and energy loss.
A direct-drive mechanism replaces
gears, and permanent magnets YAW DRIVE
replace the electromagnets that
require starter brushes, coils and
power from the grid every time they
fire up. The blades are now being
HOW TO SPIN POWER TOWER: The
steel tower rests
tested in the Netherlands, and the 1. POSITION THE BLADES 2. CAPTURE THE WIND 3. TURN IT INTO ELECTRICITY on a concrete
drivetrain in Norway. Combining Based on data from wind-direction The three-bladed rotor spins in The shaft spins the generator’s
pylon that’s
the two should result in a turbine sensors, a yaw-drive motor turns winds from 7 to 70 mph, sweeping neodymium magnets inside
driven dozens
that captures 25 percent more wind the nacelle to face the wind. A twice the area of a football field. A stationary copper coils, inducing
of feet into the
power than conventional models, so pitch controller rotates each blade 23-foot-long steel rotor shaft and current in the coils. Circuitry adjusts
seabed and rises
it can operate more often at its full around a bearing, setting it to the two roller bearings transfer the the frequencies and voltage of the
nearly 300 feet
four-megawatt potential—enough to best angle for the wind speed. mechanical energy to the generator. current and sends it off to the grid.
out of the water.
power 1,000 homes.
42 POPULAR SCIENCE APRIL 2010

24. Ads on the iPad compared to Print
35% more time spent on page
64% more time spent on Ads
21% increased visibility
Ads are perceived as positive
elements (interesting, adds value...)
Ad recall is higher
Source: Research by Independent company on behalf of
Bonnier AB.
magplus.com

25. Conclusions.

26. What we know...

28. It is a new technology

29. It is a new technology

30. It is a new technology
With that comes
new behaviors

31. It is a new technology
With that comes
new behaviors

32. It is a new technology
With that comes
new behaviors
Demanding new
products

34. You need to be native
to the canvas that you
are working for.

36. Packaging
Pricing
Bundling
Visibility
Rating
Ranking
Top lists
...

38. ”Plan your work.
Work your plan.”

41. Final words of wisdom
magplus.com

42. Final words of wisdom
Test
magplus.com

43. Final words of wisdom
Test
Fail/Succeed
magplus.com

44. Final words of wisdom
Test
Fail/Succeed
Learn
magplus.com

45. Final words of wisdom
Test
Fail/Succeed
Learn
(just fail quickly)
magplus.com

46. The Mag+ project was
spun out from Bonnier
on January 1, 2011

47. Prior to the iPad.
magplus.com

48. Prior to the iPad.
magplus.com

49. Popular Science launched in April, 2010
magplus.com

50. Mag+ Philosophy
magplus.com

51. Mag+ Philosophy
It’s about recreating the
experience: immersive,
intimate, easy.
magplus.com

52. Mag+ Philosophy
It’s about recreating the
experience: immersive,
intimate, easy.
Make publications that
feel like they were
made for this device.
magplus.com

53. Mag+ Philosophy
It’s about recreating the
experience: immersive,
intimate, easy.
Make publications that
feel like they were
made for this device.
Create a simple and flexible
system that lets creators do
what they do best: designing
pages, telling stories,
connecting with readers.
magplus.com

54. Simple end-to-end platform
magplus.com

55. Features
• Built-in analytics
• Integration with subscription
providers
• HTML-integration for live
content, interactivity
• Playlist, sharing etc
• Support for Retina display
• Automatic dual-orientation
layout
• One-click app build—no
coding required
• Simple, transparent pricing magplus.com

56. A huge varierity of apps (+600)
magplus.com

57. A huge varierity of apps (+600)
...
magplus.com

58. Inexpensive solution
plug in review publish
Go: £150
Single app
produce feature
Grow: £1.700
Custom branded reader app, 5
FREE months.
All the tools necessary
to build fully functional
interactive layouts Lead: £1.900/month
Unlimited apps on any OS.
magplus.com

59. Inexpensive solution
plug in review publish
Go: £150
Single app
produce feature
Grow: £1.700
Custom branded reader app, 5
FREE months.
All the tools necessary
to build fully functional
interactive layouts Lead: £1.900/month
Unlimited apps on any OS.
Free to choose where to host the content
(No hidden costs, no ongoing fees)
magplus.com

60. Show cases.

61. British Journal of Photography launched
in September, 2011

62. British Journal of Photography
magplus.com

63. British Journal of Photography
• 150,000+ downloads (print magazine
7,846 readers.) 1,600 subscribers
magplus.com

64. British Journal of Photography
• 150,000+ downloads (print magazine
7,846 readers.) 1,600 subscribers
• 64,080 overseas downloads (311 print
subscribers)
magplus.com

65. British Journal of Photography
• 150,000+ downloads (print magazine
7,846 readers.) 1,600 subscribers
• 64,080 overseas downloads (311 print
subscribers)
• Phenomenal growth overseas with 2,000
downloads a day, in the US alone.
magplus.com

66. British Journal of Photography
• 150,000+ downloads (print magazine
7,846 readers.) 1,600 subscribers
• 64,080 overseas downloads (311 print
subscribers)
• Phenomenal growth overseas with 2,000
downloads a day, in the US alone.
• The average session length is 5 minutes,
but over 10,000 sessions lasted in
excess of 10 minutes.
magplus.com

67. British Journal of Photography
• 150,000+ downloads (print magazine
7,846 readers.) 1,600 subscribers
• 64,080 overseas downloads (311 print
subscribers)
• Phenomenal growth overseas with 2,000
downloads a day, in the US alone.
• The average session length is 5 minutes,
but over 10,000 sessions lasted in
excess of 10 minutes.
• The live news function has doubled the
number if iPad users visiting BJP-online
magplus.com

68. British Journal of Photography
• 150,000+ downloads (print magazine
7,846 readers.) 1,600 subscribers
• 64,080 overseas downloads (311 print
subscribers)
• Phenomenal growth overseas with 2,000
downloads a day, in the US alone.
• The average session length is 5 minutes,
but over 10,000 sessions lasted in
excess of 10 minutes.
• The live news function has doubled the
number if iPad users visiting BJP-online
• Only two people added to BJP design
team
magplus.com

69. British Journal of Photography
• 150,000+ downloads (print magazine
7,846 readers.) 1,600 subscribers
• 64,080 overseas downloads (311 print
subscribers)
• Phenomenal growth overseas with 2,000
downloads a day, in the US alone.
• The average session length is 5 minutes,
but over 10,000 sessions lasted in
excess of 10 minutes.
• The live news function has doubled the
number if iPad users visiting BJP-online
• Only two people added to BJP design
team
magplus.com

70. British Journal of Photography
magplus.com

71. British Journal of Photography
Advertising?
magplus.com

72. British Journal of Photography
Advertising?
• Advertising yields are 50% higher
than for the print edition.
magplus.com

73. British Journal of Photography
Advertising?
• Advertising yields are 50% higher
than for the print edition.
• Return to the good old days of high-
value advertorial at a premium charge.
magplus.com

74. British Journal of Photography
Advertising?
• Advertising yields are 50% higher
than for the print edition.
• Return to the good old days of high-
value advertorial at a premium charge.
• Contra ad deal with Popular Science+
and American Photo
magplus.com

75. British Journal of Photography
Advertising?
• Advertising yields are 50% higher
than for the print edition.
• Return to the good old days of high-
value advertorial at a premium charge.
• Contra ad deal with Popular Science+
and American Photo
magplus.com

76. British Journal of Photography
Advertising?
• Advertising yields are 50% higher
than for the print edition.
• Return to the good old days of high-
value advertorial at a premium charge.
• Contra ad deal with Popular Science+
and American Photo
What’s next for BJP?
magplus.com

77. British Journal of Photography
Advertising?
• Advertising yields are 50% higher
than for the print edition.
• Return to the good old days of high-
value advertorial at a premium charge.
• Contra ad deal with Popular Science+
and American Photo
What’s next for BJP?
• iPhone
magplus.com

78. magplus.com

79. magplus.com

80. Thank you!
Make Publishing magic
magplus.com