In the last 5 years the way in which we inform ourselves every day has radically changed. A progressive evolution of the experience of discovery, use, and sharing of content is being generated by an ever-expanding and specialized availability of contents, different points of view, news technologies and devices at affordable costs, largely available connectivity and, more generally, the advent of new global platforms of communication. Sketchin has invested three years in attempting to understand readers and their experiences, thus identifying 11 behavioral trends that are potentially decisive in implementing a more efficient publishing design. The speech will focus in these 11 behaviors and on the evolution of how the publishing industry can better devise and distribute content.

1. Newspapers are dead?
Long live the content!

2. hi, I’m Luca from Sketchin

3. This isn’t a newspaper anymore

4. This is a newspaper

6. a new level of expectation
everything, everytime, everywhere

7. discovering new
behaviors and needs

8. 5 countries
25+ projects
10’000+ hours research

9. 1.
FIELD
RESEARCH
2.
DISCOVERY
INTERVIEWS
3.
QUANTITATIVE
RESEARCH

10. 11 new
emerging
behaviors

11. #1
People inform themselves using
the device nearest to them,
independently of context.

12. #2
People seek information online as
soon as they become aware of a
piece of news or an event.

13. #3
People acquire further insight into
content starting with paper and
continuing to digital.

14. #4
People do not distinguish between
digital, paper, and television
brands and always expect total
coherence between them.

15. #5
People never draw from only one
single source.

16. #6
People switch the channel they
are using based on the
succession of news, regardless of
the platform that provides them.

17. #7
People are prepared to pay for a
specific digital content only when
they are in need of it.

18. #8
People love publishing products
that are simple and with a strong
value proposition.

19. #9
People comment on social
networks, but in an increasingly
private and selective way.

20. #10
People seek both authoritative
and entertaining content, but do
not accept both from the same
source.

21. #11
People take the multimedia for
granted, without perceiving it as
a plus.

22. strategy & design for editorials today

23. a future-friendly model

24. Social + Mobile
& content first

25. Create a
unique
physical-digital
design system

26. Create an
omnichannel
language

27. Create a
content
system

28. Frequenza consigliata
1-2 post/giorno
Fasce orarie consigliate
- 13:00-16:00 settimana
- 12:00 - 13:00 weekend
07:00
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Frequenza consigliata
5+ post/giorno
Fasce orarie consigliate
- 13:00-15:00
Frequenza consigliata
1-2 post/giorno
Fasce orarie consigliate
- 8:00-21:00 settimana
L M M G V S D
Design
for a
Rithm

29. Explore
progressive
discovery

30. Explore
content
curation

31. Explore
content
digests

32. Explore
alternatives
approach

33. http://thecontentexperience.sketchin.com

34. Thank you
@lucamascaro
www.sketchin.ch