Nick Bogarty, senior director, business development & marketing, Digital Publishing, was in Australia to talk about tablet publishing with Adobe DPS, its software for digital magazines.
"All of our energy is aimed at how to transition magazines from print to digital as quickly as possible," Bogarty told ProPrint.
He explained that Adobe DPS was now delivering more than two million digital magazines per week, 80% of which were paid for by readers.
[Related: Adobe unveils Creative Cloud]
Bogarty conceded that this growth could come at the expense of printers, many of which will have been long-term customers of Adobe, which created the PDF format, not to mention desktop publishing and design software such as InDesign, Illustrator and Photoshop,
"There is a bigger shift from analogue to digital – any people who are in an analogue business need to think about how they will transition to a digital business."
He added said; "I could easily see nimble printers pick up the ancillary services. Where we enable print and digital subscription systems, the companies that manage the print circulation will be the same ones that manage digital subscriptions."
This is already happening, according to Clint Farmakis, sales specialist DPS at Adobe Australia, who said he had been speaking to "a couple of the biggest print businesses that have seen a need to add digital to their repertoire".
[Related: More news about magazines & media]
Comment below to have your say on this story.
If you have a news story or tip-off, get in touch at [email protected]
Sign up to the Sprinter newsletter