Successfully translating the immersive and compelling experience of an iconic magazine like WIRED into the language of the digital universe has been a unique and formidable project to say the least. And who better to deliver a behind-the-scenes glimpse into the process than the man who led WIRED‘s digital rebirth – Scott Dadich, Creative Director of Wired and Executive Director of Magazine Development for Conde Nast.
Dadich did just that for a capacity crowd of more than 1,000 gathered in the John Bassett Theatre on Thursday, the first day of DesignThinkers 2010. With the arrival of the iPAD, Conde Nast’s WIRED – in partnership with Adobe – has been leading an industry-wide revolution in the way people experience consumer magazines.
“When we set out to create a digital edition of WIRED, we knew we were not going to simply put out a PDF version of the magazine. We asked ourselves what a digital magazine should be, because we felt the existing digital magazines were not really cutting it,” Dadich said during a 45-minute presentation that visually dissected key elements of WIRED‘s digital transformation. “In creating the digital edition, we wanted to retain the essence of the magazine, which readers had a strong relationship with, and combine that with the exciting creative opportunities that exist for digital story telling.”
A key challenge in going digital with WIRED – with rich text, animation and interactivity – was retaining the “sense of place” that comes with the experience of reading print magazines, Dadich commented. “It was important to us to retain the experience of reading a magazine – with a front, middle and back.”
Dadich credits the collaboration between the WIRED team and Adobe for the success of the magazine’s digital rebirth, which he stressed remains a work in progress despite its huge success to date. The digital edition has been brought to life using Adobe InDesign CS5 and additional Adobe publishing technologies and will continue to evolve.
“We’ve developed a very close working relationship with Adobe and we’re looking at this as a revolution through evolution. We are going to be careful and take our time.”
Welcome to the future of magazines.
MARK NUSCA for ADOBE PR in Canada.