World Editors Forum 2011: Session The steps towards a successful tablet application, Mario Garcia

18th World EdITorS ForUM
Session: The steps towards a successful tablet application
Speaker: dr. Mario Garcia

Mark your calendar
64th World NEWSpapEr CoNGrESS
19th World EdITorS ForUM

Vienna, Reed Messe Wien
www.wan-ifra.org/kiev2012

THE STEPS TOWARDS A SUCCESSFUL TABLET APPLICATION
Wolfgang Blau, Die Zeit, Editor of Online
Stephanie Jovilot, Publisher, Madame Figaro
Béla Papp, Publishing Director, Ringier Apps Studio

A presentation by Dr. Mario Garcia/18th World Editors Forum /October 14, 2011

Thursday, October 20, 2011

THE STEPS TOWARDS A SUCCESSFUL TABLET APPLICATION

10 LESSONS WE HAVE LEARNED
IN THE PAST 20 MONTHS

A presentation by Dr. Mario Garcia/18th World Editors Forum /October 14, 2011


The journalism we practice today is a landscape where
readers have a very dynamic relationship with the news---
helping to report it, sharing it, discussing it through
Facebook, Twitter, etc. and creating ecosystems


The journalism we practice today is a landscape where
readers have a very dynamic relationship with the news---
helping to report it, sharing it, discussing it through
Facebook, Twitter, etc. and creating ecosystems

The readers create news ecosystems---we become partners


Ecosystems that lead to storytelling as the protagonist;
it is all about the story, NOT the platform


THE LESSONS


TELLING STORIES
ACROSS PLATFORMS
Lesson 1: we must think in terms of a media quartet

It is not about print first
It is not about digital first
It is about the story first


The platform quartet

The alert

The report
The tablet edition

Story (the second day update)


But, does it mean that print is on its way out?


But, does it mean that print is on its way out?

Not at all.
Indeed, as William Powers writes in
Hamlet’s BlackBerry,
print is eternal.
Paper will have a rising value, as it allows us
a certain disconnectedness.......


In New York City this week!


Today in Vienna


WHAT THE TABLET IS


WHAT THE TABLET IS
Lesson 2: a platform that must be conceptualized to accommodate its uniqueness


IT IS BROTHER/SISTER TO PRINT,
LIKE ONLINE NEVER WAS


WE WILL HAVE TO THINK TABLET EDITION


WE WILL HAVE TO THINK TABLET EDITION

Perhaps with the concept of editioning,
the curated news app


WE WILL HAVE TO APPROACH ADVERTISING MORE
CREATIVELY


WE WILL HAVE TO APPROACH ADVERTISING MORE
CREATIVELY

The advertising suite:
advertising as mini websites,
the mini documentary


THE LEAN BACK PLATFORM


THE LEAN BACK PLATFORM
Lesson 3: all available research shows a preference for evening use of the tablet


IT INVITES US TO RELAX


NEW NIELSEN STUDY IN US:


51% of iPad use is in bed, or in front of the TV


51% of iPad use is in bed, or in front of the TV

http://blog.nielsen.com/nielsenwire/?p=27702


The “take me with you” platform


What early research tells us....


Articles are saved during the day

Data from: www.readitlater.com
http://readitlaterlist.com/blog/2011/01/is-mobile-affecting-when-we-read/


Articles are read in prime personal time between 7 and 11 pm



iPad changing the way we read online as well

iPad users
read
more articles
leisurely on the
iPad than on
the computer,
see orange


Perhaps greatest impact will be for online editions


WHAT THE TABLET IS NOT


WHAT THE TABLET IS NOT
Lesson 4: It is not a replication of the print/online experience.
It goes beyond to create an immersive experience (remember the finger)


IT IS NOT A NEWSPAPER


IT IS NOT AN ONLINE EDITION


IT IS NOT TELEVISION


YET.....IT HAS THE ABILITY TO FULFILL THE ROLE
OF ALL OF THESE PLATFORMS


YET.....IT HAS THE ABILITY TO FULFILL THE ROLE
OF ALL OF THESE PLATFORMS

BUT IT IS ALSO MORE: IT PROVIDES A UNIQUE
EXPERIENCE OF INTIMACY WITH THE USER
THAT WE USUALLY FIND
WITH A GOOD BOOK


COVERING THREE TRACKS


COVERING THREE TRACKS
Lesson 5: Users want their newspaper tablet apps to have the three main tracks of
curated edition, news updates and e-readers


Curated


News Curated
updates


News Curated
updates

E reader


THE TABLET AND DESIGN


THE TABLET AND DESIGN
Lesson 6: Make it sophisticadly simple


Wednesday, February 9, 2011


The majority of those
reading news on iPad
use the landscape mode


CREATE THOSE POP UP MOMENTS


CREATE THOSE POP UP MOMENTS
Lesson 7: allow for a curiously impatient finger


Designing for the dynamics of
the eye
the finger
the brain


THE FRUSTRATED FINGER


PAY ATTENTION TO THE ESSENTIALS


PAY ATTENTION TO THE ESSENTIALS
Lesson 8: start with a good sense of navigation, make sure user always knows how to go from
point A to point C or Z


We click
We scroll
We swipe


SWIPE MODE

READ MODE


The landing page:
where reading and navigation begin


The article read page:
grids created


The photo and multimedia page


The sharing/connecting buttons


MAKE IT FUNCTIONAL


MAKE IT FUNCTIONAL
Lesson 9: remember what the users are coming to your tablet for--this is a
multi genre platform


They come to read


To read long form


To read mini stories


They come to view


They come to watch,
They come to listen


CONSIDER A CURATED EDITION


CONSIDER A CURATED EDITION
Lesson 10: At its best, a news app is especially edited and prepared


THE CENTERPIECES


THE CENTERPIECES
It is all about four disciplines: storytelling, advertising, technology
and economics


Storytelling


Storytelling

Advertising


Storytelling

Advertising

Technology


Storytelling

Advertising

Technology

Economics


Emphasize creativity; get your most creative people on board


TheiPadLab
www.garciamedia.com


Coming 2012


Thanks!

website: www.garciamedia.com
email: mario@garcia-media.com
Twitter: DrMarioRGarcia@twitter.com


World Editors Forum 2011: Session The steps towards a successful tablet application, Mario Garcia

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World Editors Forum 2011: Session The steps towards a successful tablet application, Mario Garcia