Segal Savad to help bring ‘The Window’ from Barneys New York to the App Store in September
The next phase of digital edition publishing will likely be led by brands and their creative agencies as companies see the value of combining editorial content and e-commerce
The digital edition is dead – at least as far as many magazine publishers are concerned. Few of the major publishers are doing much interesting with their digital editions, using them often to maintain their current print magazine rate bases. But really exciting work is being created by brands and their agencies, and we may soon see even more of it as brands begin to create digital editions that combine the best of both digital publications and branded apps.
One firm that that has been an Adobe agency partner for a while is Segal Savad. The NYC-based creative agency is working with the retailer Barneys New York to create a digital app version of their printed piece The Window. The new digital edition will be launched in September, likely as a stand-alone app.
“This app will bridge the highly personal and visual experience of our print magazine, and the deep content experience of Barneys New York e-commerce,” said Matthew Woolsey, Executive Vice President, Digital at Barneys New York. “We believe it will play an important role as we continue to engage customers in an integrated way.”
“Launching a luxury brand like Barneys New York, that values design and technology on DPS, is a brilliant example of an agency and client delivering a powerful brand communication that will enable an on-going dialogue with the Barneys New York customer,” said Nick Bogaty, Head of Adobe Digital Publishing.
“The readers of this piece are going to be passionate. You’re talking about Barney’s customers. This beautiful editorial content,” Harry Segal, co-founder of Segal Savad, told TNM.
“We are an early adopters of DPS. We’ve been working as an Adobe agency partner for three years now,” Segal told TNM. “We do this kind of work across the board, for different industries and different projects.”
The agency’s founders both come from the publishing industry. Johanna Savad worked in marketing for Condé Nast, first as a Senior Designer for Allure, then as the Art Director for Architectural Digest. Segal for two years ran the promotion art department for Men’s Health at Rodale.
“We both come from magazine publishing and we needed to learn DPS for one of our clients,” Segal said. “We always worked across editorial and marketing sides, that’s our background. So we started thinking why aren’t we using this for our corporate clients, for brands. Why is this mostly a tool for magazines? We didn’t understand.”
“As we started to do that, and we were having success, and talking to Adobe at the same time, they were making a similar move,” Segal said. “The majority of our work now has been talking to companies all over the country and Canada about how you use the Adobe publishing tool for sales enablement apps, for annual reports, for internal, for external, it’s really kind of endless.”
Last week Adobe publicly launched its latest generation of the Digital Publishing Suite, known as Adobe Digital Publishing Solution (see TNM story here).
Adobe is offering designers and developer an opportunity to try out the new publishing solution by joining their Trial Program.
Since Segal Savad has been using the new Adobe DPS to build the app for The Window, I asked Harry Segal what experienced users might see that is different when working with Adobe Digital Publishing Solution for the first time.
“The creation of the storefront,” Segal said. “It’s a different way of thinking about publishing. We’re basically cutting up out content now, thinking about what pieces you want to update, how you want to communicate. It is no longer an issue by issue model.”
“The original DPS was the best of print with the best of web,” Segal said. “The new thing is the next step.”
“Websites allow you to have key areas that are dedicated to marketing, you really have a storefront entry experience. Some things can be updated daily, some things are content that never changes. Now we can do this with our publications, we can do this with an app.”
“So we’re pretty excited about that,” Segal said. “We’re, frankly, figuring out all the opportunities, how to really take advantage of that. We’ve got to get our minds around it. It’s a new way to think about publishing.”