Click on any phrase to play the video from that point.
[♫ Fast drum music ♫]
[Bill Marr, Creative Director, National Geographic] National Geographic has always had
a rich history of words and pictures.
It actually takes people to destinations
that they couldn't go to otherwise.
What's happening now in the market is that
we're evolving into something that's a little bit higher-formed.
We launched a digital edition so we could reach new readers
who could be exposed in a new way.
[Declan Moore, President, Publishing] We want to make sure that we are relevant,
we're engaging, we're exciting, we're about wow and wonder,
and what we have on this platform is the ability to extend the narrative
beyond what were the confines of the printed page
and add elements such as video and interactive graphics
to really add a great texture to the storytelling experience.
For fluidity, I think it would be nice to probably have
between 6 and 12.
[Bethany Powell, Digital Designer] We have a small digital publishing staff,
and so to have an efficient production system is incredibly important.
[Marr] We chose Adobe Digital Publishing Suite
because it put control of our product in our hands.
It made sense for us because we are already in design.
[Pamela Chen, Sr. Photo Editor] We are always looking for ways
to streamline our workflow, and having an integrated platform is essential.
[Powell] When we take our print layouts and convert them
to the iPad, it's a very easy conversion.
We work with alternate layouts,
which helps us to publish on the iPad and the Kindle Fire.
[Lynn Lytton, Acting Director, Digital Publishing] Alternate layout and the liquid layout guides
have been well thought out in terms of what they can do
to make repetitive tasks easy.
So no more cutting and pasting, resizing,
parent-and-child relationships, all these things are really helpful to us
in terms of being able to get this interactive Kindle Fire edition out quickly.
[♫ Soft music ♫]
[Marr] National Geographic has done so many things
to advance the cause of photography,
whether it was with wildlife and camera traps
and underwater photography, the things we did with NASA
and the moon launches back in the '60s,
Geographic was always in there trying to find new ways of showing the world.
So this is just a very natural extension for us.
[Chen] Hi David. >>We now have a very powerful platform
where photographers can share more of their experiences
from the field in ways that we could never do before.
I was working with fishermen, and their traditional way of fishing
is on these giant wood and bamboo traps in the middle of the river.
[Marr] A 45-second video of sights and sounds of what it was like
to be there, it really takes you there in a way that you can't do with just still pictures.
From the moment I slipped beneath the surface, the sea was alive.
[Moore] It's very encouraging, the rate of adoption that we have
and that we see from consumers.
All of that will arrest what has been a decline in circulation,
and it's leading us back to a period of growth.
We set an internal stretch goal this year
that we wanted to hit 300,000 paid circulation for digital editions,
and we're certainly on track to achieve that, if not exceed that.
The great thing about working with Adobe
is that we both share this innovative DNA
in terms of exploring this new frontier together.
We're constantly both innovating all the time.
There are new features and functionality that are becoming available,
and that's helping us to even further enhance the storytelling experience.
[Marr] I love looking at the magazine on the iPad.
I mean, this is just really cool stuff.
Some of it's going to be discipline, in learning where to stop.
Because there are so many possibilities you can do with this tool.
We're going to just keep taking it to the next limit.
We don't know where the limit is.
[Adobe]
