How do you transform publications and layouts that you have created for print into online experiences? Think of a brochure, a portfolio site or a magazine. Sure, you could use PDF, but PDF doesn't deliver a great online user experience. And adding enhanced interactivity is almost impossible.
You could also try to publish online via a cloud service, however often that just gives you images (no real interactivity) and will cost you monthly fees. That's where QuarkXPress HTML5 Publications can help:
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