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

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.

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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.”


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