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We were approached by the Telefónica Ireland marketing team to see how our approach to publishing for multiple devices could help them communicate more effectively with the Telefónica group.

Telefónica wanted to improve their weekly staff newsletter, Slice, which was delivered every Friday. We knew that Woopie could help.


Telefónica Ireland, under the O2 brand, is one of the the biggest mobile phone operators in the Irish market. They constantly introduce new products and services to their business and consumer customers. Because of this, their messaging goes to employees using a wide variety of mobile phones and tablets.

Telefónica Ireland is a broadband and telecommunications provider in Ireland. The company is marketed and trades as O2.

Telefónica wanted to improve their weekly staff newsletter, Slice, which is delivered every Friday. This was being sent as an HTML email, but they wanted to serve their staff, particularly those in retail stores and on new devices, with a more responsive and appropriate solution.

Slice goes out to over 1,000 Telefónica Ireland employees each week. It is primarily read on desktop and laptop computers, via the corporate Microsoft Outlook email system, but was also increasingly being read on employees away from their desks using smartphones and tablets.

The new Slice newsletter needed to make a big impact. It had to be exciting to read, look great on mobiles and tablets as well as in emails and also reflect Telefónica’s brand values and forward-thinking approach to communication.



Woopie sat down with Internal Communications Executive Clare MacCann and discussed with her and her team the process involved in putting together the weekly Slice newsletter. The entire workflow includes everything from soliciting and collecting stories for inclusion, through approval and editing, all the way to producing and sending the email.

The process already in place was very time-consuming, with a lot of manual copy-and-paste, leaving plenty of opportunities for errors to creep in.

The steps involved in producing the original newsletter


  1. Collect Stories
  2. Paste stories into a Dreamweaver template (this often involved resizing images by hand and editing HTML)
  3. Preview newsletter in Internet Explorer and extract the source code.
  4. Paste source code into an Outlook email and forward to recipients.

We knew Woopie could make life simpler and less stressful for Clare, allowing her to focus on what was most important: great stories that would inform and inspire her audience.

Goals and Boundaries

Our first steps were to define our goals and boundaries. We asked ourselves: 

  • "What does a successful Slice newsletter look like?”
  • "How can Woopie make this process less painful?"
  • "What will make this better for both the reader and the writer?"

We then defined our limitations; without constraints it is difficult to scope and define exactly what is needed. One such constraint was structure. Telefónica was happy with their current story structure of short snippets and longer stories and the number of news items they had.

Working up concepts and layouts

Before moving to Woopie, we prepared the newsletter in HTML using Dreamweaver, manually uploading images to our intranet, and then inserting links to these images. It was a tedious and time-consuming process, prone to errors, and the final result was not particularly visually attractive.

We also scoped out areas for improvement. Easier production was determined to be a big win, along with a better reading experience including larger images that looked fantastic on smaller screens.

Another discovery was that Yammer was a popular internal communication tool, so having a single link to share the newsletter stories was another great reason to take a responsive, web-based approach.

Breaking it Down

The newsletter was broken down into its most basic elements: stories worth sharing. These subdivided into short blurbs (mainly informative updates such as pension news) and longer articles such as marketing updates, major events and inspirational results.


We then broke these stories into components: headlines, images, videos and text. Woopie comes with an extensive set of default templates, but we are also able to create custom templates. By designing a custom Woopie template for Telefónica, we made creating a newsletter as simple as filling in a form, with the freedom to add custom code if desired.

Making a newsletter is as simple as filling in a form

We also made it simple to add embedded third-party videos and made some clever custom fallbacks to ensure a smoother experience for Outlook users.

Example newsletter

The end result was a HTML email template and a separate responsive web template. Clare and Damian can easily populate Slice with great content, without having to worry about formatting, text sizing, tweaking image sizes or broken layouts.

This allowed the team to spend their time collecting and writing great content, confident that it would look great and provide an interesting newsletter for both employees on email and those viewing through the web version.


One major setback in the process was the limitations imposed by Outlook, which is the default email client within Telefónica. We had originally gone with a two-column template for the email newsletter, but found with larger images that this would increase the height of the emails to the point where a forced page break kicks in, causing extra unwanted white space and breaking up the paragraphs.

This resulted in us creating a completely separate template for desktop email (rather than a forked version of the web template).

Fortunately, this is one of the key features of Woopie: the ability to output the same content to multiple formats and devices, while keeping a consistent design that is honest to the platform.


A key insight was that it is vital to work with real content (no Lorem Ipsum) - this is the best way to find all the ‘unknown unknowns’, edge cases and undocumented requirements. We began with developing our custom template using archived material, but quickly moved to working with that week’s stories.

"Switching to Woopie made our newsletter immediately more visually appealing and at the same time more accessible on a range of mobile devices. It also allowed us to easily insert YouTube videos into stories. It cut in half the time it took to prepare the content, and was extremely well received by its readers, including senior management."


The end result for Clare, Damian and the Telefónica Internal Communications team is a simple and fast way for them to publish informative, interesting and inspiring stories for the Telefónica staff.

"Thanks a million for this, I took Diarmuid and a couple of members of our team through it all on Friday and they were really impressed - It looks great in all formats!"
- Clare McCann,Internal Communications Executive

No longer does Clare need three or four different applications to put together a newsletter. She simply writes the content directly inside Woopie, adds stories as required and lets Woopie worry about making them look great.

Newsletters can be previewed at different sizes at different sizes to see how they look on mobiles, tablets and desktop. Sending test emails for sign-off and previewing is a one-click task, as is sending the final newsletter to the entire mailing list. There are two formats sent, each designed for a particular platform’s needs: an email view that looks great in Outlook and a responsive view for sharing via Yammer and viewing on mobiles, tablets and desktops via a web browser.

The PR and internal communications team with Finance and Technology Director Paul Whelan.

The Telefónica PR and internal communications team are pictured above winning a company award. The judges praised the team for using a range of new digital tools and services, including Woop.ie, to further the business and improve how the company communicates.

We’d love to see how we can help you reach a wider audience on more devices, in less time, and at a lower cost. All while making sure you are true to your brand and making something your readers will love.

Get in touch and let’s talk!

Some fascinating information came out this week from Pearson on a study of students and mobile devices for grades 4-12. 90% of students surveyed believe that tablets will change the way they learn in the future, and 89% feel tablets make learning more fun. Read more from Pearson’s announcement here, and the actual study results are here

But with so many schools and organizations and students using tablets and devices, of course there is great variation in the types, operating systems and sizes of these devices, as shown in the image below: 

With such varied audiences, there is a temptation to create materials that work for the lowest common denominator, such as a PDF document. We’ve worked with a few groups to create educational content and learned a lot about making interactive and engaging learning materials that work across devices.

(To see Woopie’s case study on creating educational material for the Abbey Theatre, click here.) 

All of the examples below work for any size tablet or phone, desktop, eReader, and everything in between, and while these examples are education-related, we have also used these features for professional publications where appropriate. 

Flip cards can be interesting ways to check cognition or test memory of something that has just been read. Flip cards have a definition or words to jog your memory on one side, and clicking on them reveals the answer

You can see a live example here :: http://www.readidea.com/magazines/issue1/back-page.html

Quizzes are great for providing instant feedback and helping readers assess their understanding. They are fun and quite mainstream in sites like Buzzfeed to drive engagement. 

You can see a live example here :: http://woop.ie/educationsample/feature_72.html

Sometimes a pull quote isn’t quite right - sometimes you have a bit more information, perhaps a definition or short glossary or other complete thought that needs its own little section. Sidebars are great for calling out interludes, interviews or other parallel thoughts that occasionally don’t make sense within the main content section. 

You can see a live example here :: http://woop.ie/themes/tech/article.html

Callout images, like sidebars, are for content that needs its own emphasis. They are generally full-width and work best with striking images and bold, short text blurbs. 

You can see a live example here :: http://www.abbeytheatre.ie/resources/abbeysive/feature_667.html

A summary box is a concept most people are familiar with from educational books, magazines, newspapers and most forms of journalism. It’s a way to pull together the main thoughts or summarize critical lessons from a piece and put them together in one place for the reader. 

You can see a live example here :: http://www.abbeytheatre.ie/resources/abbeysive/feature_672.html

Whether you’re working on educational content for professionals or students, it’s only going to become more important that your documents adapt to whatever devices your readers are choosing to use. Woopie ensures your content is readable, accessible, and engaging for everyone. 

Woopie’s simple tool makes it a snap to create, design and publish professional and educational interactive publications and documents. Try it for free for 30 days at http://woop.ie/


We’ve just put Concern Worldwide’s professional and gorgeous annual report up on our portfolio page (check it out here: http://woop.ie/portfolio.html), and we’re working with many other international companies to create something along these lines. What is the appeal of an interactive annual report? 

Here are some of the most unique and interesting reasons you should think about creating an interactive annual report:  

1) Responsive and easy to read on any device.

PDFs just don’t cut it anymore for documents, they are very painful to read on small screens. And documents with spreadsheets in them? Forget it. 

A responsive annual report means that it will scale to the device. Will readers typically be on-the-go, reading on their phones? No problem. Is it a longer, more involved document that someone might want to read on an eReader? Done. In all cases, the text, fonts, sizing, images all look perfect on whatever device your reader has so it’s always a joy to read. 

Example - images and elements like pull quotes, captions, paragraphs all scale: https://www.concern.net/sites/default/files/html/reports/2013/feature_213.html


2) More engaging stories with thoughtful editorial design.

There is a reason stories like Firestorm and Snow Fall are so gripping, they engage  readers more than paragraphs of boring prose.

Telling stories in interesting ways is a great way to get readers interested in your cause, and enables you to give them a more in-depth feel for your organization, the things you are working on and how you’re making a difference for people. 

Example: Concern’s reporting on emergencies https://www.concern.net/sites/default/files/html/reports/2013/feature_218.html


3) Multimedia like audio and video clips.

If you have videos that share your stories or audio clips that make a difference, why not include them in your documents? 

Audio and video, when done well, can be very powerful and often give readers a more realistic view of your efforts.

Example - audio clips: Government of Maharashtra’s audio clips from government ministers https://egovstatus.maharashtra.gov.in/listing_736.html
Example - background video: Gov’t of Maharashtra’s beautiful cover page https://egovstatus.maharashtra.gov.in/


4) Spreadsheets are responsive and easy-to-read, even on phones!

No one wants to pinch-and-zoom to read spreadsheets on a mobile device. What was this column heading, which row am I on? It’s an exercise in frustration. 

Woopie’s responsive spreadsheets allow you to specify which columns are priorities so that they are shown at any width. Other columns and row details are always still accessible by clicking the “more” icon, so readers always have all of the data, but in a view that works for them.

Example - Annual Revenue & Expenses Statement:  https://egovstatus.maharashtra.gov.in/
Example - Financial Performance Indicators: https://www.concern.net/sites/default/files/html/reports/2013/feature_224.html
Example - How your money was spent: https://www.concern.net/sites/default/files/html/reports/2013/feature_229.html
Example - Financial Statements: https://www.concern.net/sites/default/files/html/reports/2013/feature_250.html


5) Check comprehension with quizzes and flash cards.

If you read Buzzfeed or use Facebook you’re well aware that people enjoy taking quizzes. Take advantage of this & offer your readers interactive quizzes and flash cards to check their memory and comprehension. 

Example - Flash cards: https://beta.woop.ie/media/gen/19/17/feature_83.html
Example - Quizhttps://beta.woop.ie/media/gen/19/17/feature_72.html


This trend is growing worldwide - here are a few of our favorites: 

Woopie’s easy-to-use platform makes it a snap to create, design and publish professional and beautiful interactive reports and documents. Try it for free for 30 days at http://woop.ie/

Image courtesy of https://www.flickr.com/photos/kalexanderson/

You have an idea for a publication and now you want to think about how you can generate revenue for your content. Whether you need to pay contributors, distributors, or fund an entire business with full-time salaries, there are some very creative ways you can fund digital publications. Here are just a few: 



  • summary: Issues or individual documents are downloadable after paying a one-time fee
  • example: The Atavist stories (iOS app) - https://atavist.com/
  • tool: There are many solutions - you can roll your own or a WordPress plugin like easydigitaldownloads will do the trick — https://easydigitaldownloads.com/








DISTRIBUTORS - Amazon/Kindle, Apple/iBooks, Google Play, Barnes & Noble, etc.

ADVERTISERS - Using paid advertisements relevant to your audience to provide value for readers, advertiser and you the publisher (we like non-intrusive, full-page responsive ads like this one: http://readidea.com/magazines/issue1/blacknight-advert.html


SUBSCRIBERS- More and more consumers are happy to pay for content they find valuable or want to support. Follow Model View Culture’s example and charge your subscribers on a regular basis: https://model-view-culture.myshopify.com/products/model-view-culture-digital-subscription

Love this 3D CSS page turning effect - see how it was made here!

Love this 3D CSS page turning effect - see how it was made here!

You’ve created a book, you’ve proofed and edited it, and everything looks fantastic. Now you need to help your audience find your book and read it.

Having a specific web page or URL you can point people to can be very helpful in marketing campaigns. Being able to consistently say something like “Just go to ‘my-website.com/book’” will help people to remember where to find it and allow you to keep that content rich, relevant and updated with quotes, reviews and any download links you might be tracking. 

A landing page like this one allows you to offer a marketing site for your book, something that shows perhaps a summary or some book reviews as well as up-to-date links for customers to purchase your content either via your site or through marketplaces like Amazon or Apple. 

Here’s another example of a useful landing page:

For publishers offering a web-based version of their book, the landing page could be the entrance to their paywall site as well, something like this one:

One other thing having a landing page allows you to do is get some analytical data on how many people are clicking through to purchase, where they’re coming from, if they used search terms to get here, etc. If you are selling content on your own site, you might want to track downloads as well to see which versions are downloaded more often or if there are any clear purchasing patterns to keep in mind. 

Kindles are widespread for good reason: the devices are a joy to read on. Selling to Kindle owners is a good idea due to the popularity of the platform as well as the ease of purchasing through the platform. We’ll have a future article on selling through Kindle, as there are many factors to consider, but to get started a good idea is to go ahead and register yourself here on Kindle Direct Publishing, or KDP, as an author or publisher, and you’ll have the opportunity to learn more about the different programs and pricing models offered via Kindle. 

Apple devices continue to grow and their marketplaces are no exception. iBooks market share isn’t as strong as Kindle, but it is growing. While registering and distributing free content via iBooks costs nothing, you may need a US Tax ID and a paid books account through Apple. 

You can read more about their process and requirements on their FAQ page here

Many authors are seeing fewer and fewer reasons to pay a middleman like Amazon or Apple and want to publish and sell their books themselves. There is no shortage of success stories of authors doing this, and it’s easy so why not have a way to let your readers give a larger percentage of the purchase price to you instead of a retailer? 

Easy-to-use merchant services for authors and publishers include Stripe and Gumroad, and there are many easy WordPress themes that incorporate sales templates (we have used and recommend MemberPress, especially if you want to do subscriptions or membership sites).

A good landing page might be the first factor to consider as it allows you to build a marketing campaign with your link ready, and you can always update or modify that page to add new links, change wording or design, or update linked download files.

Woopie customers receive free custom landing pages for their first publication - get in touch if you’d like to try out Woopie and get your own beautiful & responsive landing page!

Next week we’ll be looking at some interesting and creative revenue ideas for your content. If there are any particular revenue methods you are curious about, email me and I’ll be sure to cover them.

Doing something creative with your layouts? Why not animate your page transitions to create a smoother transition and add a bit of fun to your pages? 

Three Common Mistakes to Avoid When Publishing a Book App | Digital Book World

A book with proper margins says a number of things. It says, we care about the page. It says, we care about the words. We care so much that we’re going to ensure the words and the page fall into harmony. We’re not going to squish the text to save money. Oh, no, we will not not rush and tuck words too far into the gutter.

A book with proper margins says, We respect you, Dear Reader, and also you, Dear Author, and you, too, Dear Book.

A wonderful essay by Craig Mod on book margins. And so much more.

The Pipe | Self-published design, technology, and business ebooks hand-picked just for you.