Click on any phrase to play the video from that point.
There is a revolution going on right now
in the way that people consume journalism.
[Scott Dadich, Creative Director, WIRED]
We're at a point where technology is going to enable us
to view and consume media in an entirely different way.
Whether it's in paper or mobile devices or iPhones or the iPad,
there are going to be a number of ways
that people want to engage with that content.
One thing that we've been great at doing is telling stories
and communicating ideas and information.
Whether you're an editor or an art director or a designer,
you're basically creating story art,
just like a film director does or a musician.
We've been able to do that in print.
Our readers have relationships with friends.
We have a great website, we have a great print magazine,
and this is just adding one more avenue
of creating and connecting with the brand of WIRED.
Really, that's a huge opportunity for magazines.
We really would like to offer more choices to our readers
and to our advertisers and move beyond
just the static notion of ink on a piece of paper.
[Jeremy Clark, Adobe Experience Design]
What we're doing with WIRED magazine is collaborating on a digital version
of their magazine with the same designers and creative people
that published the print version.
Newer technologies, like Adobe AIR, are now powering
a new wave of interactive capability
to display rich text, imagery, animation, interactivty
all within a single platform that can reach a variety of devices.
There's still going to be the rich storytelling.
There's still going to be a narrative arc,
but we'll be able to do it in short film,
[♫ music ♪]
and 360s--the ability to turn a product around and look at all sides of it.
There's this immersive experience which they can navigate compeltely
by natural hand gestures, back and forth,
between the pages of the magazines and all the entry points.
If they want to dive deeper and read the full article,
they scroll down within that,
so we've created a dual-access navigation system.
At the bottom we have what we call the scrubber.
It's got a little thumb that you can browse through
and see every page in the issue--edit and advertising.
Up at the top we've got the browser,
and by touching that, you get a visual overview of the entire magazine.
It zooms back and shows you a magazine deconstructed.
We also have rich social features,
allowing people to clip articles, share them with friends,
store them in their favorites bin.
The ability to Tweet about an article that you like,
to post it to your Facebook page--
it's a whole new world here for magazines.
This is what we've been waiting for for 15 years.
We've been waiting for an opportunity to use all these visual tools at our disposal,
[Chris Anderson, Editor-in-Chief, WIRED]
tell these stories in a way that is efficient and is multidimensional.
But we also think it's an opportunity to reset the economics.
For the first time, people may value this experience so much that they'll pay for it.
The advertising is as important as the editorial
in all of our magazines,
and especially in WIRED.
People come to WIRED for the authority of the edit
and the richness of the experience to learn about new products and services
that our advertisers provide.
It's a really exciting time fore publishing
because the relationship the user has with a brand
is now not just limited to their relationship with the traditional print version of that content
but also there's new ways now to establish
these relationships with customers.
We want to build a way for our readers
to engage with that content on any screen or device that they want to.
These changes are on par with the changes that
media experienced going from radio to television.
WIRED is known for breaking all the rules in print
and doing really amazing things with their design of their print publication.
They're obviously one of the most forward-thinking publications out there.
One of the reasons we teamed up with WIRED is because we knew
if we could solve their needs in this digital publishing world,
then we could probably solve a lot of other magazine's needs.
It's really been a great collaboration between WIRED and Adobe.
[WIRED]
[Adobe]
