A new Qantas magazine app was the focus of attention when at Adobe launched its reimagined DPS release event in New York this week.

The app was created by News Corp Australia's Medium Rare Content agency using WoodWing's new Inception HTML5 authoring tool and Adobe DPS to displays responsive content optimally on any screen size

Content is displayed on any device including iOS, Android and Windows tablets and smartphones, without having to be redesigned for every device.

The launch event was an opportunity to showcase Inception, seen as a one-stop solution for creating interactive, responsive HTML 5 content, with easy collaboration between internal and external content contributors. In the case of the Qantas app, redesigning pages for multiple screens was a major challenge. Working with WoodWing partner Content&Workflow, Medium Rare created a 'Singapore City Guide' as an update to its first issue of the Australian airline's Qantas Magazine app. For future issues, all magazine pages will be created leveraging the Inception workflow.

Managing director of Medium Rare Gerry Reynolds says that with content in DPS now saved as individual articles and grouped in collections, the home screen of the app could be used to group content in different ways to meet editorial and marketing needs: "For example, we can feature collections of articles on key destinations Qantas knows are a priority, as well as trends Medium Rare knows are popular, and also cater to advertising by allowing sponsored content on the home screen.

"This is something that was never possible before."

Qantas head of digital and entertainment Jo Boundy says previously the iPad edition of Qantas Magazine had launched at the same time as the print edition: "This meant that customers had no reason to engage with the edition more than once.

"Our new Qantas Magazine app is updated throughout the month, providing readers with fresh, snackable content even when they're not travelling. In addition to broadening our distribution and improving ongoing engagement, it lets us maximise our content and provide customers with engaging travel information and inspiration along every step of their journey."

Reynolds says the magazine reached 60,000 page views in the first ten days after the app became available in the AppStore, and an article promoted on the homepage received 10,000 impressions. "That has really strong commercial value. Never before were we able to direct so many users to individual pieces of content."