Storytelling for Digital Magazines : A study of successful cases within tablet publishing

Abstract: Digital magazines change the corner stones of what a magazine is. When print restrictions no longer apply in the digital sphere the possibilities and space can seem to be endless. This study explores in what manners existing successful magazines are publishing their content in digital tablet versions. Through interviews with publishers, the study also investigates the work process and the production of digital editions. Findings from the study show that content in digital magazines are very much the same as in printed versions, but to a high extent have interactive additions in order to further enhance the experience and make it tailored for the tablet. Except for interactive additions are also more images and rich media added such as video, audio and animations. The explored titles have undergone adjustments to both content and formatting to better fit the tablet platform. The organisations behind the titles studied have made structural changed within their organisation as a result of requirements from the new publishing channels. The biggest change can be seen in those publishing houses with several titles. When the product was just print media each title had their own work process and staff, which does not apply to digital productions. Digital magazine production is rather spin-off departments or companies designated to make the digital editions where the digital production can work without interference from the general organisation where print media still is the biggest revenue source.