The days of Adobe Flash are
numbered. The experts say it is so because existing browsers cannot afford to
continue the battle of ongoing security threats and breaches. In addition, the
loading time for any flash file is exceptionally slow. So browser makers are now demanding that
Adobe set an “end-of-life” (very dramatic!) date for Flash - so that browser
makers can disable it permanently. Adobe continues to send out patches and
updates but that is not sufficient to assuage the potential hacking concerns
for this plug-in.
As stated by Wired magazine, July 2015,”…just because Adobe releases a secure
new version of Flash doesn’t guarantee its users will download it. As quickly
as Adobe can beat back trouble, more pops up. It’s a never-ending game of
Whac-a-Mole. “
Flash
was once the go-to standard for multimedia even though problems with Flash have been recognized for
years. In fact, Steve Jobs blocked Flash from all of
its mobile/tablet products in 2010.
Why does this matter in the publishing world?
Publishers’ primary concern
is that their web sites are the source of easy-to-read content. By now many websites have abandoned
using Flash in favor of a markup language known as HTML5. HTML5 does a similar job but is more
advanced, does not require a browser plugin and is more secure. These new websites allow for an optimal
viewing and navigation experience called “responsive design” that
resizes/reformats content depending on the device.
How does this impact digital
magazines?
Despite the refocused
investment on HTML5 websites, many publishers are not giving the same attention
to their digital editions. They continue to use Flash technology for these
publications. They do not consider the value of how a digital edition can
augment their overall marketing strategy. And after all, the digital publications
are key to extending their brand across all digital platforms and devices.
Even more puzzling, considering
how quickly technology is moving, is the continued use of PDFs that publishers
label as their “digital” edition. PDFs
equate with “long time to load”, “static”, “interminable scrolling” –a
negativity that publishers would not want attributed to their print
edition.
Publishers need to recognize that
quality, cross-platform digital magazines are a low price point compared to
most other services needed to publish content. It has been shown that when a
replica digital edition is produced sloppily, it can generate animosity and is
detrimental to the brand. Having a
digital edition that is not well executed and presented can be more of a
negative than not having one at all!
In addition, a web site is
not a replacement for a digital edition. Publishers who have digital editions
created in HTML5—the latest technology with cross-platform, interactive
tools—understand that digital works as a complement to their respective print
magazines and web sites as an effective way to distribute their unique content.
As a result, audience engagement is
increased and in turn, there is potential to increase additional revenue and
results for advertisers. Publishers who embrace and execute specific strategies
for their digital magazines will end up winners; those who just limp along with
no business plan for their digital edition will not.
