Home Mobile Bullett’s Tablet Push: Publisher Ramps Up Digital Editions, Ad Formats

Bullett’s Tablet Push: Publisher Ramps Up Digital Editions, Ad Formats

SHARE:

becht-bullettAs tablet usage increases, magazines and other publications are working to create digital editions that take advantage of features on devices like the iPad and iPad mini. New York-based publisher Bullett Media has expanded its offerings into the ad agency space, providing education and creative offerings for clients.

Working with Adobe Digital Publishing Software (DPS), Bullett expanded its art and fashion magazine with iPad and tablet issues. Chief of Strategy Officer Jack Becht says, “When we entered into the iOS tablet space, all of these different monetization methods started to appear.” This began with selling digital issues and subscriptions along with standard ad units.

“But the ads weren’t interactive,” Becht states. “The next step was to propose Bullett go about creating an interactive advertisement for our advertisers and provide a richer experience.” The magazine started its own advertising agency, Bullett Creative Agency, now in the midst of an official launch after signing its first clients in November. And Bullett doesn’t just create ads for its own publication; clients can take them to other tablet publications as well.

Bullett has been working with Adobe for traditional publishing tools, leveraging DPS for tablets since July 2012.

Nick Bogaty, Senior Director of Business Development and Marketing for Adobe, tells AdExchanger that digital issues delivered with Adobe DPS have increased six times over the past two years. The company also found that readers are willing to pay for digital content, with nearly 80% of all downloads coming through some type of paid program. While 22% of downloaded editions were free, 34% of content was delivered through a digital subscription, 10% through single paid issues, and 35% from some type of print and digital subscription package.

Adobe 1

Bullett still sells traditional ad space, advertorials and affiliate marketing and linking. But using Adobe DPS has expanded Bullett’s capabilities with publication and how they make money, Bogaty says.

“Tablets, as they move into mass consumption, are becoming attractive to advertisers,” he adds. Publishers can take advantage of their knowledge of the device to work more deeply with brands and advertisers. Bullett has set up what they call the Insider Series for high-level executives to learn more about tablet advertising, especially with Bullett.

“When we began marketing to companies, whether fashion brands or automotive, it became apparent that there is hesitation to spending on digital publishing,” Becht says. “We realized we needed to talk to senior strategists and VPs. The tablet market is so advanced. iPads were only invented two or three years ago and there’s no way the corporate structure can adapt that fast to figure it out. That’s why companies like us have taken on the role in the industry to educate, because we know once people get it there will be windfall and we want to be there.”

 

Must Read

Advertible Makes Its Case To SSPs For Running Native Channel Extensions

Companies like TripleLift that created the programmatic native category are now in their awkward tween years. Cue Advertible, a “native-as-a-service” programmatic vendor, as put by co-founder and CEO Tom Anderson.

Mozilla acquires Anonym

Mozilla Acquires Anonym, A Privacy Tech Startup Founded By Two Top Former Meta Execs

Two years after leaving Meta to launch their own privacy-focused ad measurement startup in 2022, Graham Mudd and Brad Smallwood have sold their company to Mozilla.

Nope, We Haven’t Hit Peak Retail Media Yet

The move from in-store to digital shopper marketing continues, as United Airlines, Costco, PayPal, Chase and Expedia make new retail media plays. Plus: what the DSP Madhive saw in advertising sales software company Frequence.

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters
Comic: Ad-ception

The New York Times And Instacart Integrate For Shoppable Recipes

The New York Times and Instacart are partnering for shoppable recipe videos.

Experian Enters The Third-Party Data Onboarding Business

Experian entered the third-party data onboarder market on Tuesday with a new product based on its Tapad acquisition.

Albertsons Takes Its First Steps Into Non-Endemic Advertising, Retail Media’s Next Frontier

Albertsons is taking that first step into non-endemic advertising next week via a partnership with Rokt to serve ads to people who have already purchased groceries.