Platform independence and no restrictions thanks to HTML5 website
AFG WORLD The construction equipment group AFG has relaunched its customer magazine "AFG WORLD". An HTML5 website with a responsive design was developed in collaboration with media service provider Neidhart + Schön and agency YJOO. This online solution has several advantages over an app.
The print version of the customer magazine "AFG WORLD" has been around for seven years. AFG Arbonia-Forster- Holding AG is an internationally active construction equipment group headquartered in Arbon (TG). The Swiss company has been publishing the magazine "AFG WORLD" for seven years. Now the publication has been completely revised: The newly designed magazine deals with topics related to construction equipment. Trends, services as well as solutions are the focus and AFG's competences are substantiated."Initial reactions are positive"For the first time, AFG is publishing its customer magazine online. The company is not using an app, but an HTML5 website with Responsive Design. The website http://afg-world.afg.ch dynamically adapts to the conditions of the respective output device on which the website is currently being viewed. Whether PC monitor, tablet or smartphone - the user is offered an optimal overview and user-friendliness. "With this, we are going down the path of multichannel publishing, which we are gradually extending to all publications," says Stefan Kern, Head of Corporate Communications at AFG. "The initial reactions have been quite positive. Of course, this channel also has to establish itself."HTML5 website vs. appWhy did AFG choose a website over an app? "An online version can be opened with one click. There is no hurdle by first having to download an app via the app store," explains Kern. The link to the online magazine can simply be forwarded via social media, e-mail or SMS. "We wanted platform independence and no restrictions due to iPad, Android and Windows," Kern continues. "The online version is also cheaper than an app and less time-consuming, since content only has to be prepared once and can be exported directly from the system."Clear communication requiredTo implement this multichannel approach, AFG worked with the agency YJOO and the media service provider Neidhart + Schön. The magazine and the annual report are produced using ns.publish, which can be accessed by all parties involved (AFG, agency, Neidhart + Schön). "The design concept for the print and online implementation was developed by the agency in close collaboration with us," says Joëlle Loos, Head of Marketing and Communications at Neidhart + Schön. "Neidhart + Schön is responsible for the editorial system, production support and the technical implementation of the online presence in Responsive Design with the 'online report' module."Implementation of the web presence a challengeBecause HTML5 is a new technology, developing and implementing the website was a challenge for everyone involved. "Interdisciplinary collaboration with diverse specialists is demanding," says Loos. "The triangle of client, agency and media service provider requires clear communication and good coordination." Internet is available almost everywhere in Switzerland, he says, and is not a knockout criterion for an online version. The HTML5 website is independent of location and time and therefore permanently available. It also facilitates interactivity. Nevertheless, it is not intended to replace the print version, but only to complement it. "We don't believe that online will completely supplant print anytime soon," Kern says. "Rather, online is a complement to print - partly for other applications and target groups."
