Adobe Powered App Lands in iTunes Store

Apple has effectively banished Adobe from the iPad, or so it thought. Yesterday, Adobe made an announcement that it will be releasing some new software that will allow media outlets to create a digital version of their publication for Apple’s latest digital darling.

Adobe’s new software is a digital viewer that will allow publishers to use InDesign5 to repackage their content. After the content has created, a publisher can then use the included viewer software to distribute the content. So why is this a big deal? Media companies looking to get their content in front of the web audience don’t have to go through a long convoluted process to repackage or create new content.

The first big name magazine to give Adobe’s shiny new software a spin is WIRED. The publication made a big splash debuting its app in iTunes app store. It includes the content we’ve all come to know and love as well as some interactive elements including video, 360 images, and slideshows. Coincidentally, Wired feature story is on Pixar, a former Steve Jobs company.

According to Adobe’s press release about the launch, this is only phase one.

“Adobe’s work with WIRED has resulted in a digital magazine format that creates an immersive experience, allowing a publication’s unique content, look and feel and advertising to stand out in the digital realm,” said David Burkett, vice president and general manager, Creative Solutions at Adobe. “We aim to make our digital viewer software available to all publishers soon and plan to deliver versions that work across multiple hardware platforms. It’s safe to say that if you are already working in InDesign CS5, you’ll be well on your way to producing a beautiful digital version of your publication.”

In addition to the slick new content delivery system, Adobe is also touting the creation of a “brand new advertising paradigm.” Crediting the interactive features, Adobe says that advertiser can reach potential customers in new and innovative ways. Gone are the days of the strategically placed advertorial. As more publications join Wired, it will be interesting to see how advertisers will leverage the new technology.

Speaking of publications, African-American pubs have been notoriously slow when it comes to embracing technology. Hopefully, mags like Essence and Ebony won’t drag their feet and make the necessary moves to create their own iPad apps.

About the Author
Sherri is a freelance writer that has a love of all things fun and geeky including gadgets, gaming, anime, and comics. When she isn't writing or out on the town living it up, she loves doing 10-12 hour marathon sessions on her Xbox 360 or one of her older consoles. It's not an addiction, it's a way of life!
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