HP has Created the “Newsstand of the Future” with Adobe

By on 06/20/2009 10:00 PM @beet_tv

HP, the world's leading personal computer maker, is developing applications for its TouchSmart line of computers, including one for publishers which allows content to be browsed by touch.

The application, created with Adobe AIR, was first introduced with the Time magazine, for the Time 100 issue.  HP is in discussions with several other publishers to implement this, we are told.

Last month at the at the D: All Things Digital conference, I had a chat with HP's Satjiv Chahil, senior vice president for marketing.  He shared a demo that he calls the "newsstand of the future."

News Update from HP:  Today it announced a touch screen printer.

Andy Plesser,  Executive Producer


Video Transcript

    
Satjiv Chahil: 
The publishing companies greet customers for us. The journalists and writers are customers of ours, so our intent is not to get into that business, but to enhance the reach of their content and the relevance of the content. In their success lies our success.

In the past we placed the usual print ads or television ads in what was called "old media," however our audience and customers today prefer to get today information online. And so the relevance of old media for us as advertisers is getting less and less, and yet we have respect for the content and for the brands. So what we did, a test with Time Magazine, their largest selling issue is called Time 100, which celebrates and honors the hundred most influential people around the world. What we did is we agreed to place ads in there on the condition that they would carry content of Time Magazine. So the ads would be relevant and they would again be projected into the new media world online, but with the same quality of imagry, typography, and editorial, as in the main magazine. So we partnered with Adobe and created an application that brought this to life and now I'd love to show you the magazine's print ad and how it articulated on the computer screen.

This product is a television set, it's a high def. dvd player, it's a music jukebox, and it is a computer with all the usual computer capabilities, including video Skype. But the touch capability also turns it into a newstand of the future. So what you see is the product a screenshot, but within the screen you see Time Inc.'s content, in this case talking about the Time 100 Magazine. So here's exactly what you saw in the print ad reflected on the screen here. And just as the ad demonstrates, I can touch it and you see the honorees. So here you see the media just the way it was in the print magazine portrayed: the same photography, typography, the same content. What you can also do as you click here is you can link back to all the previous articles written about them.

If you click here, you see a photographic image of people around the globe and again you click, you see Tom Hanks' article written by Meg Ryan, and so you have the content of old media and the beauty of old media, but made accesible with my fingers as easily. When I go back to the globe I can also navigate back over the years to see the honorees. So I've extended the reach of this magazine to the previous issues by the categories that people are honored in.

Andy Plesser: 
So tell me where this thing can go and, and other implementations that we might expect.

Satjiv Chahil:  I think this should be the next wave of the way advertising is created and how its reach is extended to customers, giving them a choice of accessing the information in any format they want.

Andy Plesser:  So who are you…you're selling this, then, to publishers or how does HP work? What's HP's role in the ecosystem of publishing?

Satjiv Chahil: 
And so we, we in a way partner with them. We place ads the way we did, but now with an online link, so it extends the reach.  So we can have that content and that advertisement reach a wider audience of people; so both our purposes are served: the audience is built for the magazines and our ads reach larger viewership.

Recent Videos
image
AOL Tops comScore Rankings of Video Advertising Properties

In comScore’s monthly ranking of video advertising properties, AOL reached the top spot for the time. It  ranked #1 in video ad reach, serving ads to 53.8 percent of the total U.S. population in October. BrightRoll Platform came in second with 52.3 percent reach, followed by LiveRail with 52.1 ...

image
Direct-To-Consumer Video Offerings Slated to Grow, thePlatform’s Roberts

Expect a rash of direct-to-consumer over-the-top offerings from networks and broadcasters in the next year or so, says Marty Roberts, co-CEO of thePlatform in an interview with Beet.TV. “Networks and broadcasters need to establish a direct relationship with the audience,” he says, and ...

image
Tribune Picks Taboola For TV Sites’ Content Marketing: Report

Big media companies are increasingly keen on locking in long-term native advertising commitments, if the latest of two big announcements this week is anything to go by. Tribune Media’s broadcast subsidiary Tribune Broadcasting, whose TV stations include KTLA of Los Angeles and WGN-TV of Chicago, is ...

image
Mediaocean Extends Digital Video Ads With Videology

Mediaocean, which currently helps ad buyers plan, execute and analyze advertising on TV using software, is about to get greater traction in the online video world, through a partnership with Videology. The integration will make online video ad inventory amassed by Videology buyable by Mediaocean‘s ...

image
TV Everywhere Authentication Rates Improving, Marty Roberts of thePlatform

In-home, improved authentication protocols can dramatically improve the consumer experience for TV Everywhere, says Marty Roberts, co-CEO of thePlatform in an interview with Beet.TV. In some cases, log-in failure rates are north of 40% and that’s too high to be sustainable. However, when multichannel ...

image
Video Ad Customization Platform Eyeview Raises $15 Million in New Venture Round

Eyeview, the New York-based company that provides marketers with the technology to personalize digital video ads to specific consumers, has raised an additional $15 million, the company announced on Monday. More on the raise and other developments reported here on Re/code by Peter Kafka. Last month, we spoke ...

image
AOL Presents iJustine In Chicago: the Beet Video Summit w/ McDonald’s,Target, Digitas, Havas and...

iJustine, a pioneering  innovator  in the Web originals space will headlining a two hour video summit on the emerging medium of digital video. Also participating will be  brand marketers  from McDonald’s and Target and media agency execs from Digitas, Havas and Starcom MediaVest Justine will speak ...

image
Digital Means ‘World Of Opportunity’: DigitasLBi’s Shlachter

NAPA, CA — As much as it poses challenges, the ongoing explosion in digital media is also opening up a wealth of new opportunities for marketers to reach consumers, says DigitasLBi North America’s chief investment officer Adam Shlachter. “The numbers are there now – if you look at ...

image
NBC Launches Programmatic Division Across Properties

NAPA , CA — NBC Universal recently launched a programmatic initiative called NBCUx as part of an effort to enable data-centric buying across its properties. As programmatic buying spreads in usage, the key is to view all inventory in this potential light, says Aaron Radin, SVP Partnerships and Portfolio ...

image
thePlatform’s mpxReplay Enters VOD Encoding Fray

Comcast-owned video management outfit thePlatform is launching a new product with aims of helping content owners encode broadcast material for VOD quicker. So-called mpxReplay can be used to help viewers watch recently-aired shows as catch-up VOD or to start over watching currently-airing shows. “We ...

image
Web Star iJustine Joins Brands and Ad Execs in Chicago for Video Summit with AOL and Beet.TV

Video star iJustine, whose series on AOL about wearable tech has gotten some 20 million views in its first season and is now in season two, will be among the speakers at a video summit in Chicago on November 19 at the Soho House.   The program will take a look at how Web creators, brands and their agencies ...

image
FreeWheel Aims To Empower And Protect Advertisers, Publishers

NAPA, CA — Comcast-owned video ad server FreeWheel cut its recent partnership with TubeMogul to protect but empower both sides of the advertising chain, says FreeWheel business solutions GM James Rooke. The partnership sees advertisers use their own audience data to buy video ads via TubeMogul, ...

loader