British Medical Journal Publishes Simultaneously to iPad app and Web app

Interesting! Quark’s strategy of providing its customers a way to “author once, publish anywhere” continues to bear fruit.

The British Medical Journal is now publishing simultaneously as both an iPad app and as a Web app (for reading in a Web browser — even on an iPad!).

This gives their readers a choice of downloading an entire issue to an iPad app, or reading an issue inside a Web browser.

Quark’s press release is below:


British Medical Journal Publishes First Web App with PressRun

World Leading Provider of Medical Information Releases HTML5-based Web Application Produced with Quark’s Cloud-based Digital Publishing Solution

LONDON, UK – August 21, 2012 – Quark announced today that the BMJ (British Medical Journal) produced their first Web Application with PressRunTM, the leading tablet and mobile publishing solution that uses HTML5 and XML-based workflows to deliver interactive experiences across multiple devices. The BMJ tablet app is optimized for use on the iPad and is free to subscribers and British Medical Association members without an iTunes account.

The BMJ is the first general medical journal to offer a Web application ( to its subscribers. It is now offered in addition to a best-in-class iPad app launched in 2010, also produced with PressRun, that has achieved an impressive 40,000 downloads. Thanks to the new tablet app, BMJ’s subscribers can access the journal directly from the Web browser on their iPad and enjoy a digital interactive experience with video and audio. With key content from the weekly print issue designed for tablet reading, the BMJ tablet app also allows offline reading.

David Payne, Editor of, explains,The future of medical information is mobile, and the BMJ is investing in its mobile presence. Following the launch of our iTunes app 18 months ago, the journal is now available free to tablet users as part of a personal or institutional subscription. With the new Web app our users can read the BMJ on the iPad without the need for an iTunes account, and without having to download an entire app on to their device or wait for the entire issue to download before they can read an article.”

With about 40 percent of mobile traffic to coming from iPad users and just over 17 percent originating from mobile devices with Android operating systems*, the BMJ Group opted for Apple’s tablet as the first device to implement their cutting-edge digital publishing strategy, but thanks to PressRun’s HTML5 cross-platform capabilities, BMJ can quickly and easily be deployed to new devices and operating systems in the future.

Payne said, “The BMJ has a proud history of ‘firsts’ when it comes to digital access. It was the first major general medical journal to have a full text website in 1998, the first to create an iPad app in 2010, the first to move to the Apple Newsstand in 2011, and the first to offer a Web application. Our digital publishing partnership with PressRun means that we can confidently look forward to extending our reach to other tablets in the near future.”

With an XML-based content production workflow, BMJ easily migrated to the new platform by repurposing media-independent components of information without using further internal resources or needing to build in extra time for the new publishing channel. BMJ’s content strategy allows for articles, pictures, videos, audio, and graphics to be output to XML and delivered automatically to the Web app via PressRun, thus eliminating costly manual operations. The ability to publish their content directly on the iPad, bypassing the App Store approval process, also means that BMJ’s tablet app readers have the most up-to-date content and timely app updates.

Shaun Barriball, Vice President of Mobile at Quark, said, “It is a pleasure to work with innovative publishers like the BMJ, who are determined to give their readers the best experience in digital and mobile. At Quark we are passionate about the future of HTML5 and take full advantage of what it offers. It’s simply the fastest and easiest way to create a highly customized, rich and consistent experience across many platforms – all driven from tools publishers already use every day, such as InDesign and even XML feeds. Because PressRun takes advantage of what each device already does best, the lead-time to support a new device is extremely low – which means our customers can roll out custom app experiences on new devices faster than ever before.”

The new BMJ tablet app provides the weekly BMJ print journal’s selection of research, commentary, and education, specifically designed for offline tablet reading. It is free to all current BMJ institutional and personal subscribers and BMA members and is available via the Safari browser at (currently only accessible to iPad users). Users are advised to save to their iPad Home Screen while in the library for the best user experience.

*according to mobile traffic figures for May 2012 provided by For more details please see and

About the British Medical Journal

The BMJ (British Medical Journal, is an international peer reviewed medical journal and a fully “online first” publication. In May 1995 the BMJ became the first general medical journal to launch itself into cyberspace as going on to win Best Business Product or Service at the PPAi Interactive Publishing Awards 2000, Best Integration of Media at the AOP UK Interactive Publishing Awards 2002, and to be voted one of the web’s five most useful health sites by Guardian Online readers and contributors in 2004. Continuous daily publication on started in July 2008, with all content appearing online before print publication. The BMJ is published by BMJ Publishing Group Ltd, a wholly owned subsidiary of the British Medical Association.

About PressRun

PressRun ( PressRun is a tablet and mobile publishing platform designed to turn print content into truly interactive digital experiences. With PressRun, a cloud-based solution, organizations of all sizes can publish to tablet devices using HTML5, XML, and InDesign – or a combination of the three. Whether creating single apps or multi-issue publications, designers and their extended teams can collaborate in real-time to create, test, and preview content through PressRun’s Web-based user interface.

About Quark

Founded in Denver in 1981, Quark’s vision was to create software that would lay the foundation for modern publishing. For 30 years, Quark has delivered on that promise. Quark’s dynamic publishing solutions are setting new standards in automated cross-media publishing by combining the power of XML with flexible layout and design to automate the delivery of customised, intelligent communications across print, the Web, and digital media.

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Quark, PressRun, and the Quark logo are trademarks or registered trademarks of Quark Software Inc. and its affiliates in the U.S. and/or other countries. All other marks are the property of their respective owners.