eZ OpenMagazine is a connector between eZ Publish Enterprise and popular desktop publishing suites, like InDesign. Key Features: 1) Automation of the content download operation. 2) Full compatibility with Adobe InDesign 3) Consistency of the graphic styles and content structure designed with Adobe InDesign in your eZ Publish installation, and creation of IDML files 4) Association of any type of content within eZ Publish to the structures previously created with InDesign through an intuitive web interface 5) A services oriented architecture (SaaS)

1. From print to web and beyond:
a multichannel journey with Open Magazine
Mirko Battisti
lunedì 4 marzo 13

2. Print Publishing Industry is not doing too well
decreasing revenues (magazines)
sales advertising
-40%
since 2008
-6%
since 2008
Source: stateofthemedia.org
lunedì 4 marzo 13

3. The print publishing industry is not doing too well.
We will concentrate on Companies that print magazines
here.
Their sources of revenues are SALES and ADVERTISING.
Sales are dropping, and Advertising doesn’t pay as much
as it used to.
Why is that?
lunedì 4 marzo 13

4. Print Publishing Industry is not doing too well
weak economy shift to digital
lunedì 4 marzo 13

5. Mainly, two reasons:
• we live in times of weak economy
• we are witnessing a shift to the digital world both by
customers and the advertising industry
There's little we can do about the weak economy, and it
would be hard to stop the digital shift...
lunedì 4 marzo 13

6. 2010 2012
Mobile browsing
Source: royal.pingdom.com
3,8% 10%
+162%
0
6
12
18
24
30
2005 2006 2007 2008 2009 2010 2011 2012
Notebooks Smartphones Tablets
Millions
Source: Morgan Stanley Research
percentage of all trafficdevice sales
lunedì 4 marzo 13

7. ...because it's just happening. Smartphones and tablets are
everywhere.
Sales numbers are impressive.
Percentage of browsing through mobile is even more
impressive in terms of growth.
lunedì 4 marzo 13

8. Tablets and magazines
60of tablet owners have purchased DIGITAL CONTENT
%
newspapers
15%
e-books
35%
magazines
39%
Source: www.poynter.com
lunedì 4 marzo 13

9. We should be interested in what people do with their
mobile devices, and especially with tablets, since a
magazine is more likely read on a tablet.
(And anyway in a few years time we wouldn't even know
the difference between the two.)
Those numbers tells us: people owning a tablet are willing
to spend money to read digital magazines.
So what can a Company that print magazines do?
http://www.poynter.org/latest-news/mediawire/177591/study-tablet-users-more-likely-to-buy-magazines-e-books-than-news-newspapers/
lunedì 4 marzo 13

10. What can be done
lunedì 4 marzo 13

11. two things:
1. cut costs, optimizing their workflow, to avoid work that
is still done by hand
2. go digital. To do that they need some smart people who
know their way around technology, and possibly a CMS
with multichannel capabilities. Does that sound
familiar?
lunedì 4 marzo 13

12. Behind a paper magazine
lunedì 4 marzo 13

13. Behind a paper magazine
Advertising
TOC / Contributions
Music
Talent
Showcase
Top Look
Fashion
lunedì 4 marzo 13

14. Now, let’s say this is the designer who works at Fake
Magazine.
Using Adobe InDesign he creates the layout for the
magazine sections.
He works on space occupation for contents provided by
editors. He also inputs those contents into InDesign.
lunedì 4 marzo 13

15. Oops! I did it again!
lunedì 4 marzo 13

16. When he thinks he is done, he is not: some changes comes
along from the editors. In a word document.
So he need to do some copy and paste.
But then another change is requested, and another one,
and another one, just before the magazine goes to print.
lunedì 4 marzo 13

17. Content is the key
editor designer
before after
editorial work
organizational work
creative work
organizational work
before after
lunedì 4 marzo 13

18. What if there was a way to get the content out of
InDesign, place it into a common Content Repository,
where editors could access it to make changes, and, once
changes are over, put content back into InDesign? This
way, designers could concentrate on the creative work.
lunedì 4 marzo 13

19. Set content free
lunedì 4 marzo 13

20. and what if the common repository was a Content
Management System with Multichannel capabilities?
Like eZ Publish?
That is what OpenMagazine does: it connects InDesign
with eZ Publish.
lunedì 4 marzo 13

21. Open Magazine
Article Object
attributes:
image
title
abstract
text
TAGS
image
title
abstract
text
lunedì 4 marzo 13

22. How?
Roughly: InDesign gives you the ability to tag content. This
tagging feature allows Open Magazine to map InDesign
content into eZ Publish content.
For example, if an article is made up of Image-Title-
Abstract-Text, those become attributes of an Article object
inside eZ Publish.
STYLES AND FORMATTING ARE PRESERVED!!!
lunedì 4 marzo 13

23. Open Magazine
lunedì 4 marzo 13

24. Now, it's not like you plug it in and you can sit and relax
while it saves money for you.
There is some work to be done before even plugging it in.
The workflow needs to be analyzed before knowing if Open
Magazine can be of any help.
lunedì 4 marzo 13

25. Open Magazine
Print
lunedì 4 marzo 13

26. Let's assume this is the workflow our client uses to
produce their printed magazine.
After analyzing it step by step, you can choose if and
where it makes sense to apply Open Magazine.
lunedì 4 marzo 13

27. Open Magazine
Print
lunedì 4 marzo 13

28. setup
Open Magazine
Print
web
mobile
ebook
-40% -15% -50%
lunedì 4 marzo 13

29. Open Magazine will need some setup time (during which
InDesign templates are analyzed and standardized). It will
then help saving time on some steps, while on others it
will not add any value to the process.
And, since the content is managed inside eZ Publish, the
client can exploit its multichannel capabilities and serve
the content to a variety of channels and media.
lunedì 4 marzo 13

30. Let’s talk R.O.I.
❖ Resource optimization
❖ Content flow automation
❖ InDesign licenses?
❖ More channels = more potential reach
}
}
lunedì 4 marzo 13

31. So where are the advantages?
• Resource optimization: everybody does what they do best
• Content flow automation: no more copy/paste
• Or maybe editors use InDesign to edit content: if it is like
that, money is saved on InDesign license, since all the
editing is done inside eZ Publish.
• More Media: more potential reach.
lunedì 4 marzo 13

32. Open Magazine Impact
IMPACT depends on
publication type
Economies of scale
more magazines
more efficient startup
lunedì 4 marzo 13

33. The impact of Open Magazine depends on the type of
publications: there are cases where standardization of
templates is easy, others where it's simply impossible.
Also, you can have economies of scale getting into the
picture, for those clients that manages a large number of
magazines: the setup phase can be more efficient.
lunedì 4 marzo 13

34. Real Case: Vita Trentina
-10 Magazine structure definition
Content production
%
-50%
Space constraints definition-60%
Content assignment
to InDesign templates-80%
(now done inside eZ Publish)
(should fit the placeholders in InDesign Templates)
(including Advertising)
digitalfirst!
w
ith
lunedì 4 marzo 13

35. This is a real case of application.
Vita Trentina: they went digital first with Open Magazine.
The numbers on the left indicate how much time they
saved for those steps of their production workflow.
lunedì 4 marzo 13

36. Who is using it already?
Novactive - FRANCE
Vita Trentina - ITALY
CEI (Italian Episcopal Conference) - ITALY
Red House Marketing - BAHREIN
network of 150 weekly magazines
weekly magazine
publishing and marketing
eZ System partners
lunedì 4 marzo 13

37. A business model
Open Magazine can be found on the eZ Market.
http://ez.no/Products/eZ-Market/Explore-the-eZ-Market/eZ-OpenMagazine
lunedì 4 marzo 13

38. Open Magazine is available on the eZ Market. EZ System is
helping us marketing Open Magazine, and in turn we think
Open Magazine elevates eZ Publish appeal for those
magazine publishing companies that want to go digital.
lunedì 4 marzo 13

39. Open Magazine can flex and adapt to a client’s needs.
But it’s not for everybody.
Open Magazine can leverage collaboration.
Before you go
photo by Mustafa Dedeoglu
lunedì 4 marzo 13

40. Open Magazine is a project rather than a product: it is
extremely flexible and adaptable to the need of every
client. In our experience we have seen so many different
workflows that it cannot be otherwise.
Clients might need to slightly change their workflow in
order to optimize it. If they are not willing to do that, then
Open Magazine is not for them.
If you think Open Magazine can add value to one of your
projects, and if you need help with it, maybe we can do
business together. By that we mean a collaboration that
gives benefits to all the parts involved.
lunedì 4 marzo 13

41. Thanks for listening.
info@opencontent.it
Image Attribution:
http://zpaolo.deviantart.com/art/LEGO-6891-High-Resolution-212099524
http://www.jeromeibuyan.com/2013/02/magazine-writing.html
http://www.europeandme.eu/3heart/150-rise-of-women-fall-of-men
http://www.dearcoffeeiloveyou.com/idream-of-ipad
http://www.behance.net/gallery/Grafik-Magazine-Structure/623937
http://supermarkethq.com/product/t-shirt-nous-savons-red
http://bellashabby.blogspot.it/2010/12/my-interview-with-apartment-therapy.html
http://urbanfragment.wordpress.com/2012/12/15/alfreds-birds/
http://www.21articles.com/Article/1207/Dealing-with-Anxiety-How-to-Deal-with-it
http://amyjolauber.wordpress.com/2011/08/05/come-on-in-the-waters-fine/
http://wallpoper.com/wallpaper/lego-spaceship-365193
http://www.retrotechgeneva.com/2010/08/hermes-baby-orange-portable-manual.html
Mustafa Dedeoglu
lunedì 4 marzo 13