IDEAlliance White Paper Addresses New Publishing Ecosystem of Digital Magazines

[Alexandria, Virginia – April 30, 2014] IDEAlliance®, a leading industry association for print and digital media, and an active developer of best practices and open specifications, has released an industry white paper, OpenEFT: What It Is and Why It Matters, explaining the IDEAlliance open specification that addresses the publishing ecosystem that typifies today’s digital magazines. The introduction of touch-based smartphones and tablets–combined with the rise of Internet-centric content, and a corresponding decline in print, has disrupted publishing supply chains. With this disruption, the initial costs of operating effective workflows are high, and the potential for revenue is elusive. The 15-page white paper, authored by John Parsons, Principal of IntuIdeas LLC, examines how publishers of all sizes can cope with present technologies and move towards a better, more profitable technology mix. The white paper is available for download, HERE.

“In response to queries from across the industry about OpenEFT, the open specification magazine publishing format posted for industry use in September 2013, IDEAlliance developed this white paper to provide the industry with a knowledgeable perspective on what OpenEFT is and where it fits within the new publishing landscape,” said David Steinhardt, President and CEO of IDEAlliance.

As tablet and smartphone apps have increased in importance, magazine publishers have expressed a desire for a truly open interoperability specification. Magazines are a complex combination of content, design, reader experience, and economic models–none of which can be completely satisfied by a single proprietary format or device. For publishers dealing with the burdens of ever-multiplying and changing mobile devices, open standards offer a greater economic benefit, providing businesses and consumers with much greater freedom of choice.

The white paper, OpenEFT: What It Is and Why It Matters, along with additional instructional and educational resources about the OpenEFT specification, can be found on the IDEAlliance website at For more information, contact Dianne Kennedy, Vice President of Digital and Emerging Technologies, IDEAlliance, at or at 630.941.8197.

About OpenEFT
OpenEFT is an XML format for the packaging, delivery and display of interactive magazine and other design-intensive content on tablets and mobile devices. According to Dianne Kennedy, IDEAlliance Vice President of Digital and Emerging Technologies, and editor of the OpenEFT Specification, “OpenEFT is a tactical solution that provides almost immediate exchange and rendering capabilities for today’s tablet magazine editions, without having a disruptive impact on current workflows and practices. OpenEFT was designed to address the complex combination of content, design, interactivity, analytics, and advertising that typify today’s digital magazines. It was built to support both today’s page-replica based models and to foster the evolution toward the more dynamic magazine models of the future.”

About IDEAlliance®
IDEAlliance® is a not-for-profit membership organization of more than 1,400 brand owners, publishers, print and premedia service providers, and their materials and technology partners. The Association has been a global leader in information and media technology since 1966. The mission of IDEAlliance is to foster and advance core technologies as well as develop technical specifications and best practices that enhance efficiency and speed information across the end-to-end integrated media supply chain. It has a rich history in information technology, being instrumental in the founding of the first ANSI (American National Standards Institute) committee and served as convener for the ISO Technical Committee that developed SGML, which evolved to become XML (eXtensible Markup Language) that was launched at an IDEAlliance markup conference in 1998. Other industry-leading specifications borne from IDEAlliance Working Groups include Mail.dat, MailXML, papiNet, PRISM (Publishing Requirements for Industry Standard Metadata) and OpenEFT. The Association maintains alliances with global association and standards-making organizations, including ANSI, ISO, Ghent Workgroup, W3C, ANA, 4A’s, Ad-ID, IDPF, MPA, PIA, FTA, SGIA, ISA, and more. IDEAlliance specifications and membership span the globe, with International Affiliates in China, Europe, India, Mexico, and South Korea. More details at, 703.837.1070, or

April 30, 2014