Metro case study
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Metro, a leading UK urban media brand, launched its daily newspaper on the iPad, enhancing its mobile presence by offering engaging content to on-the-go commuters. Partnering with App Studio allowed Metro to streamline its publishing process from PDF to a more interactive format, resulting in nearly 500,000 downloads and 200,000 active subscribers in just over six months. The new app, celebrated for its user-friendly interface and high advertising click-through rates, significantly increased revenue and has been recognized with a 2012 newspaper award for best app.
Metro case study
- 1. Read All About It! Metro, UKs leading urban media brand, launches on the iPad in Newsstand Metro extends its success with more Metro Publishing daily to the iPad more often across more platforms! With incredibly tight deadlines, newspapers work around the clock to deliver news as it happens. Their tablet content must be engaging, easy T he successful Metro newspaper, a mobile commuter product offering bite-sized news and a stimulating pick-me-up to daily to navigate and deliver impactful images. Readers expect current news commuters, has extended its winning formula onto mobile and and there is no room for error. iPad速 through its mobile vision. Metros audience can now engage with So, when Metro needed a system that allowed them to publish the the brand throughout the day via different mediums. Metro offers busy, newspaper 鍖ve days a week on the iPad, they turned to App Studio. on-the-move urbanites more news, sports, fashion, celebrity gossip and Jamie Walters, Executive Director Digital at Metro explains, We have entertainment, more often and across more platforms. always used InDesign to produce our news, and we wanted a tablet METRO NEWSPAPER CASE STUDY
- 2. METRO NEWSPAPER CASE STUDY publishing partner who could 鍖t in with our cur- rent process and work鍖ow. App Studios plug- in-based solution allowed us to expand our publishing cycle for the tablet, rather than hav- ing to reinvent the wheel. Previously Metro had produced a PDF solution, which was limited in functionality and features. When deciding to relaunch on the iPad, Metro was chosen as an Apple Newsstand launch partner therefore the product had to look and feel superior to anything else. It also had to deliver great functionality on time, every day. allows us to customize a bespoke product. Metro is always looking to innovate in the mobile arena and provide tech-savvy urbanites with rel- Walters says, On a daily basis the ef鍖ciency of the production is criti- evant and engaging digital products for their busy lives. cal. The app is produced alongside the print version, but the content is not automatically taken from the newspaper layouts. We have invested in putting a team in place to deliver this on a daily basis, as you just do The results speak for themselves not get the same quality with an automated process. In such a compet- The tablet app has enjoyed huge success since its launch receiving itive marketplace, quality is key and we have sourced a solution that nearly 500,000 downloads in little over six months. It also recently won the 2012 Newspaper Awards, Best Newspaper App. With almost 200,000 active subscribers, the app has gone from strength to strength in attracting readers on the move. We are thrilled with the results so far, says Walters. Usage levels are fantastic and it has exceeded our expectations. We had high hopes for this and have realized how well Newsstand works for us. Initially we did not think Newsstand was going to have free products, but then they approached us about being a launch partner and we leapt at the opportunity. Ready for its urbanite audience of morning commuters Because Metro is a daily newspaper, Newsstand is a great 鍖t. One of the issues for Metro is when to down- load it. The best time to do this is obviously overnight. With the Newsstand feature, Metros new editions are beamed to the app between three and five in the morning, ready for the morning commute. 2 息2012 Quark Software Inc. All rights reserved
- 3. METRO NEWSPAPER CASE STUDY As the app delivers current daily news, it has to be very user friendly. Users can scroll the news items quickly in an order that is easy to navi- We have always used InDesign gate, and the interactivity includes news videos, 鍖lm trailers, and music clips as added extras. There is also an iPad exclusive Window on the World photo gallery for users to enjoy. to produce our news, and we The easy-to-use format consists of color-coded content that is quickly searchable. Speci鍖c items can be selected chronologically or by skim- wanted a tablet publishing ming headlines and images, making the whole experience a very visual one. This simplicity works for Metro. partner who could 鍖t in with It pays to advertise our current process and Not only has Metro seen such great success as shown through its exploding download 鍖gures, but they have also seen a huge increase in revenue from advertising. Click-through rates from full page adverts work鍖ow. App Studios plug- are at 15-20% which is an exceptionally high response rate. These adverts are created in InDesign and HTML5, which are supported in-based solution allowed us by App Studio, making it easier for advertisers to produce the stimulating and relevant brand messages in which consumers are interested. This rev- to expand our publishing cycle enue is crucial to the ongoing success of Metro, and by using App Studio it is easier to port the news content and advertising onto other tablet devices over time. for the tablet, rather than If you would like to learn more about a certain success story or about how your company can pro鍖t from Quark products and solutions, visit having to reinvent the wheel. www.quark.com or contact us. If you are interested in having Quark publish your success story, please contact the Quark PR team at pr@quark.com. Jamie Walters, Executive Director Digital at Metro About App Studio is the next generation digital publishing solution create branded content apps using QuarkXPress, InDesign, that uses HTML5 to push the bounds of user experience HTML5, and XML. Through a managed cloud environment, without the high cost and effort associated with custom app designers, authors, and extended teams are able to development. By combining the market-leading HTML5 collaborate to create rich, interactive content that can be technology from the recent acquisition of PressRun with delivered across multiple platforms and devices. Quarks existing digital publishing technology, App Studio is the only digital publishing solution that allows users to Get started for free at www.AppStudio.net North America Europe Asia Japan Quark Software Inc. Quark Software Inc. Quark Software Inc. Quark Software Inc. 1225 17th Street 406-408 Strand A 45 Industrial Area Wind Ebisu bldg. Suite 1200 London WC2R 0NE Phase VIII B Mohali 160059 2-4-8 Ebisu-nishi Denver, CO 80203 United Kingdom Punjab, India Shibuya-ku, Tokyo 150-0021 Japan 息2012 Quark Software Inc. All rights reserved. Unauthorized use and/or reproduction are violations of applicable laws. Quark, QuarkXPress, and the Quark logo are trademarks or registered trademarks of Quark Software Inc. and its af鍖liates in the U.S. and/or other countries. All other marks are the property of their respective owners. 02617CS_US 3 息2012 Quark Software Inc. All rights reserved