This document discusses plans to develop an iPad app for an existing educational magazine to reach a new audience. It aims to provide interactive and up-to-date mission-related content and position the organization as a content provider. The app will have a consistent look and feel with the print version while adding interactivity like video, audio, and embedded links. Considerations include choosing iPad, Android or Kindle platforms and ensuring the app passes Apple's review standards.

1. #13ntc2ipad
From print to iPad:
Keeping educational
material current
Beverly Robertson
Bob Levine
Barbara Jones

2. #13ntc2ipad
Know your audience
• By Oct 2012, 25 % of American
adults own tablet devices.
• Tablet users want to experience
their content on a deeper level.
• Content needs to stay relevant
to women of childbearing age (18-
44).
• Reader fatigue is a growing
problem.

3. #13ntc2ipad
Our aims
1. Introduce MOD and it’s mission
to a new audience
2. Provide interactive and up-to-
date mission related content
3. Position MOD as a content
provider in the digital magazine
4. Increase visibility for relevant
video content

4. #13ntc2ipad
Project specs
• Look and feel that’s consistent with
print version and overall branding
• Inviting, fresh and speaks to target
audience
• Wireless connectivity
• Native video
• Imbedded links to detailed content

5. #13ntc2ipad
iPad, Android, Kindle?
• iPad shipment projected to hit
100 million in 2013
• 1 device vs. many
• iPads have 43 % of market share1
• 47 % of users are 18-441
1. Comscore. Mobile Future in focus, 2013

6. #13ntc2ipad
Visit:
marchforbabies.org

7. #13ntc2ipad
Which educational
product do we choose?
• Most comprehensive of
consumer educational material
• Exists in magazine format
• Award-winning
• Best selling product
• Published since 1999
• Bilingual since 2008

9. Your first app:
Getting started with tablet publishing

10. What you’ll need
• Apple Developer Account
• Hardware
– iPad(s) for testing
– Mac (Apple requirement
for publishing)
• Software
– Adobe InDesign (part of Creative Cloud)
– Creative Cloud includes unlimited
―Single Edition‖ apps

11. Dual vs Single Orientation
Dual orientation is a waste of time and effort
• Pick one
• Use two orientations only for special effects
• 80% of users prefer landscape

12. Take your time!
• There’s no “Easy Button”
• Some things don’t translate well from print to tablet
• Many interactive affects require new techniques
• Non-intuitive
• Hacks

13. Why my wagon is hitched
to Adobe
• One vendor
• No finger pointing
• Regular updates
• User forums monitored by
front line employees
• Single Edition apps included
in Creative Cloud

14. Interactivity
• Scrolling content
• Hyperlinks
• Video
• Audio
• Slideshows
• Animations
• Web content

15. Testing
• Focus groups
• Check everything!
– Buttons
– Slideshows
– Links
– Navigation
• Fresh set of eyes late
in the process

16. Avoid an Apple rejection
• It’s an app!
• NEVER call it a book
• Include plenty of APPROPRIATE interactivity
• Engaging content is the key
• Glorified PDFs will be rejected!

17. New technology mean
rapid change
• Stay informed
– User forums
– Twitter: Follow me, IDGuy

18. App publishing vendors
• Adobe (Digital Publishing Suite)
• Quark (AppStudio)
• Mag+
• Twixl
• Aquafadas

20. Look and feel – an engaging
experience
• looks like the magazine
• includes the same content, plus some
• engages the viewer through interactivity
• users look for action - but when’s it too much?
―Liked overall clean design
and images in the app. Tons of
info, videos and resources.‖
— Wendy

23. “I like how you don’t need to close the
popup to view another tip. You can just
click on the next tip.”

24. March of Dimes brand – more
March of Dimes brand
than just the logo
Education and health promotion
• typography low literacy conventions
• easy-to-read,
- typography: 12/14 serif font for body copy, san-serif font
• color palette (primary and secondary)
for sub-heads, upper case and lower case
• design elements
- color palette: primary and secondary
• photography
- design elements:
- photography
Education and health promotion
• easy-to-read (5-7 grade)
• health literacy conventions

25. “My favorite section was the how your baby grows, I
thought it was really suited for an interactive medium…”

26. iPad design
• Adobe InDesign CS5 or later
• 4x3 (1024x768) format size
• 16/20 font size – minimum 9 pt. (pinch & zoom)
• fonts — Latin725 (for Sabon) and Avenir
• low resolution images at 72dpi
• lower cost of stock photography $10-20 vs
$500 for print

27. “I like the handy resources/web links that let you click and
opens in a new window for you to browse, but does not force
you to exit the app.”

28. Content
• English and Spanish – cutting copy to fit, adding copy
for more interactivity
• photos match content and need for diversity
• interactivity - what’s enough?
• easy-to-read, low literacy focus
• creating charts
• videos

31. Design, production and approval
• art direction/design – consistent use of icons and
actions, editing or cutting copy to fit, photo selection
• review – proofing, corrections and pdfs
• approvals – view on iPad, one-on-one observation
• focus groups – view on iPad

32. Icon, splash page, app store
• icon – the MOD system, iPad 2 and iPad 3
• splash page – coordinated
• App store description and screen shots
Brand consistency!

33. Free vs. paid - considerations
• Apple keeps about 30% of sale price
• Local vs global
• There are tiered global tax remittances.
• Paid app no native donation opportunity
• Competitive pricing is key

34. Get the word out (marketing)
• Traditional press release
• blogger outreach
• Tweet, tweet, and RT.
• E-newsletters, English and Spanish
• blogposts
• website widget
• print bug
• English and Spanish

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37. 2013 updates
• improved navigation
• improved animation
• more video
• audio
• new technology
• content

38. Stay in touch
Beverly Robertson Bob Levine Barbara Jones
@marchofdimes, @idguy @modbarb
@modbev bjones@marchof
dimes.com