Australia's leading publishers have come together to discuss profound changes to the media landscape as they shift their business models to online publishing.

Speakers from Fairfax, Bauer, Deloitte and NRMA will discuss the latest opportunities and trends in digital at the inaugural Adobe Digital Publishing Summit in Sydney today.

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Fairfax Media, product manager, CMS and editorial analytics, Reuben Schwarz told the audience of the massive cultural changes to its traditional publishing workflow.

He explained the company's plans to use Adobe Experience Manager to fundamentally change the way they create content.

Fairfax plans to create one single source of content that can be published on all platforms and devices, not only allowing them to focus on creating even better original content but integrating analytics throughout the authoring experience.

Bauer Media editor, Karla Courtney discussed the recent launch of Weight Watchers Magazine for iPad, as a case study, to highlight the reality of the metrics and marketplace in the tablet magazine industry.

Adobe managing director A/NZ, Paul Robson said traditional publishers had been leading the shift to digital and commercial publishing to propel the next wave of digital adoption in Australia. "In the last 12 months media publishers have recognised the opportunities presented by digital and at Adobe we're now seeing a strong move by commercial outlets," he said. "In Australia, publishers including News Limited, Fairfax, NewsLifeMedia and Bauer have all begun their digital transformations. "In the United States and Europe, we are already seeing commercial companies making the shift to digital and that now happening in Australia.

"I expect the majority of our digital publishing customers in 2014 are going to be commercial entities wanting to take advantage of digital and the opportunities and intelligence it can deliver." Adobe, APAC creative Cloud, Michael Stoddart said commercial entities produced significant volumes of printed collateral such as annual reports, catalogues and brochures and there are great benefits to shifting them onto a digital platform. "Cost, speed to market and data to build customer profiles are the three drivers of digital publishing," he said. "Saving costs and avoiding paper wastage are obvious benefits of digital. He said digital platforms also allowed companies to be more nimble with their marketing campaigns.

"Data is the most significant benefit of digital publishing," he said.

"Until now, companies had only broad reporting of catalogue or brochure readership.

"Now, Adobe's solutions allow content owners to see in detail precise publication readership numbers, length of time content is being viewed, which types of content, in what way -- and whether they make a purchase." He said digital solutions allowed businesses to gain better intelligence about customers which allowed them to build comprehensive buying profiles. "Digital allows people to buy wherever they are and at any time," he said.

"Customer buying profiles will in turn allow companies to deliver a more targeted and relevant experience for customers."