Printers can create interactive apps for tablets, smartphones.

By John Parsons

The Cenveo Publisher Services Approach

It’s no secret that magazine and journal publishers are scrambling to create mobile app versions of their publications—often using the same tools described in this article. Some businesses are doing the same for mobile collateral. However, many would rather have this work done by a service provider, preferably one that is already familiar with their printed product. Recently, Cenveo Publisher Services (www.cenveopublisherservices.com) realized it was in a perfect position to offer such a service, called Cenveo Mobile dPub.

Offered in three different packages, the Mobile dPub framework allows customers to submit PDF, XML, InDesign or QuarkXPress files, which are then used to create a branded, well-designed mobile app for iOS or Android. Many customers already use Cenveo Publisher Services to generate XML content, which is simply flowed into the Mobile dPub framework automatically. The solution combines the publishers’ existing investment in structured content with Cenveo’s design and production expertise.

“We recognize that 2014 is the year that digital strategies must deliver in terms of P&L,” says Cenveo Director of Marketing Marianne Calilhanna. “Because we have more than 125 years of experience working with publishers to create the printed page, it makes sense that we use that understanding and experience to craft digital solutions.”

Calilhanna emphasizes that print and digital do not have to be mutually exclusive. “Print isn’t going away,” she adds. “Fundamentally, publishing is about disseminating valuable content. How do you enhance that content? How do you add value to that content for your market? The answer is serving content in all the formats that customers want.”

Publishers are not the only Cenveo customers benefitting from this service. “We work with many other verticals such as manufacturers who need to get all their catalogs, product sheets and sales brochures on tablets for the ability to display and print,” notes Director of Digital Media Jim McQueen.

Cenveo’s tablet catalog apps can be tied to its clients’ e-commerce systems. In addition, the company creates branded apps for healthcare companies, as well as travel and leisure companies, using the dynamic nature of digital media to display updated, personalized information.

Printing industry executives often lament the loss of print business to new media. Digital content, from Websites and e-books to smartphones and tablets, has eroded public demand for traditional print, with no foreseeable change in sight. EP and inkjet digital printing has helped stem the tide, but many printing and graphic service companies are still seeking new ways to help their bottom line.

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John Parsons Author's page

John Parsons (john@intuideas.com), former Editorial Director of The Seybold Report, is an independent writer, ghostwriter, and editor. He is the co-author of the interactive printed textbook, Introduction to Graphic Communication, on the art, science and business of print, which has been adopted by Ryerson, Arizona State, the University of Houston, and many other schools and vocational training centers. Custom editions of the book are under consideration by major printing companies and franchises for internal training purposes.

Interactive Content Apps for Tablets, Smart Phones Create Revenue Opportunities