You really gotta admire Adobe for pushing forward with this announcement. The flagship product for this new tech is the Wired iPad app, which is rapidly becoming the Edsel of iPad apps. scroll down and I'll tell you why.
From the press release:
Adobe Systems Incorporated (Nasdaq:ADBE) has unveiled a new digital viewer technology that enables print publishers to bring stunning digital versions of their magazines to life. This new publishing software was developed with input from Condé Nast’s WIRED magazine, a publication that recently debuted a digital edition for Apple iPad, utilizing the new digital viewer technology. WIRED’s June issue Reader application, now available through the Apple iTunes App Store, is built using Adobe’s digital viewer software.
Created with Adobe® InDesign® CS5 and additional Adobe publishing technologies, the WIRED Reader showcases how Adobe is enabling magazine and other publishers to deliver groundbreaking experiences across tablets, smartphones and other devices. Soon, the company plans to deliver software on Adobe Labs that will help publishers to transform InDesign CS5 layouts into compelling applications like WIRED Reader. Because this digital magazine solution integrates tightly with Adobe Creative Suite® 5, publishers can expect to leverage their existing workflow investments and designer skills.
I've been following the reports on the Wired app, and it doesn't look good. Joe Wikert has a pretty good review on his blog.You should go check it out.
There are also so many missed link opportunities. For example, DoubleTree's URL is shown at the bottom of their ad. Wouldn't it be convenient to let readers touch it so that it takes them to DoubleTree's website, possibly featuring a special deal for Wired readers? The magazine could get a finder's fee for any reservations made through that link. Even something as simple and obvious as this was missed. Btw, you'll find a mixed bag of ads with and without links in this issue. My guess is some advertisers agreed to pay more for their ads to include links in the app edition. Perhaps Wired thought this would be a good way to test ads with and without links. The result is a very confusing user experience for the reader as you don't know whether touching a URL will open Safari or do nothing at all. Here's a simple rule they should follow: All URLs should open a link!