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 applicationSpeaker: dr. Mario Garcia

Vienna, Reed Messe Wien

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64th World NEWSpapEr CoNGrESS19th World EdITorS ForUM

www.wan-ifra.org/kiev2012

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

THE STEPS TOWARDS A SUCCESSFUL TABLET APPLICATION

Wolfgang Blau, Die Zeit, Editor of OnlineStephanie Jovilot, Publisher, Madame FigaroBéla Papp, Publishing Director, Ringier Apps Studio

Thursday, October 20, 2011

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

10 LESSONS WE HAVE LEARNEDIN THE PAST 20 MONTHS

THE STEPS TOWARDS A SUCCESSFUL TABLET APPLICATION

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

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

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

THE LESSONS

TELLING STORIESACROSS PLATFORMSLesson 1: we must think in terms of a media quartet

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

The platform quartet

The alert

Story (the second day update)

The tablet editionThe report

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.......

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 ISLesson 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

Perhaps with the concept of editioning, the curated news app

WE WILL HAVE TO APPROACH ADVERTISING MORECREATIVELY

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

THE LEAN BACK PLATFORM

THE LEAN BACK PLATFORMLesson 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

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

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

The “take me with you” platform

What early research tells us....

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

Articles are saved during the day

Data from: www.readitlater.com

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

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

Data from: www.readitlater.com

iPad changing the way we read online as well

Perhaps greatest impact will be for online editions

WHAT THE TABLET IS NOT

WHAT THE TABLET IS NOTLesson 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 ROLEOF ALL OF THESE PLATFORMS

BUT IT IS ALSO MORE: IT PROVIDES A UNIQUEEXPERIENCE OF INTIMACY WITH THE USERTHAT WE USUALLY FINDWITH A GOOD BOOK

COVERING THREE TRACKS

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

Curated

CuratedNewsupdates

E reader

THE TABLET AND DESIGN

THE TABLET AND DESIGNLesson 6: Make it sophisticadly simple

Wednesday, February 9, 2011

The majority of thosereading news on iPaduse the landscape mode

CREATE THOSE POP UP MOMENTS

Lesson 7: allow for a curiously impatient finger

CREATE THOSE POP UP MOMENTS

Designing for the dynamics ofthe eyethe fingerthe brain

THE FRUSTRATED FINGER

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

PAY ATTENTION TO THE ESSENTIALS

We clickWe scrollWe swipe

READ MODE

SWIPE 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

Lesson 9: remember what the users are coming to your tablet for--this is amulti genre platform

MAKE IT FUNCTIONAL

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

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

THE CENTERPIECES

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

Storytelling

Advertising

Storytelling

Advertising

Technology

Storytelling

Advertising

Technology

Economics

Emphasize creativity; get your most creative people on board

TheiPadLabwww.garciamedia.com

Coming 2012

Thanks!

website: www.garciamedia.com

email: mario@garcia-media.com

Twitter: DrMarioRGarcia@twitter.com

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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