Design & Strategy For Tablet Content: The Newspaper Is Dead. Long Live The Newstablet
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Transcript of Design & Strategy For Tablet Content: The Newspaper Is Dead. Long Live The Newstablet
THE NEWSPAPER IS DEAD LONG LIVE THE NEWSTABLET
CLAUS ENEVOLDSENNEXT ISSUE MEDIA
@CENEVOLDSENABOUT.ME/CENEVOLDSEN
LETS START AT THE END
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• Enhanced editions of the World’s most popular magazines, optimized for tablets.
• Preview app currently available for Android tablets
• Working on a fully featured, cross-platform marketplace
• Joint venture formed by five leading U.S. based publishers: Conde Nast, Hearst, Meredith, News Corp., and Time Inc.
Magazine titles
Newspaper titles
Tablet only titles: The Daily, Project, Nomad, TRVL
Zite
Pulse
Editions by AOL
Kindle
Nook
Zinio
(iTunes Newsstand)
Google Sony
KoboNext Issue
AGGREGATORSEDITORIALS
STORE FRONTSSkyGrid
FloatOngo
Trove
WHERE NEXT ISSUE FITS IN
SO, IS THE NEWSPAPER DEAD?
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OK, SO THE NEWSPAPER IS NOT DEAD…
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AND TABLETS ARE STILL IN DIAPERS…
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BUT THERE’S PROMISE
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Worldwide Sales of Media Tablets to End Users by OS (Thousands of Units)
Source: Gartner (September 2011)
OS
Android
iOS
MeeGo
Microsoft
QNX
WebOS
Other OS
2010
2,512
14,685
179
0
0
0
235
2011
11,020
46,697
476
0
3,016
2,053
375
2012
22,875
69,025
490
4,348
6,274
0
467
2015
116,444
148,674
197
34,435
26,123
0
431
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MEDIA USAGE PATTERNS
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ERA OF CURATED COMPUTING
Forrester defines “Curated Computing” as:
“A mode of computing where choice is constrained to deliver less complex, more relevant experiences.”
Source: Sarah Rotman Epps, Forrester
MORE SWIPE, LESS SCROLL
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IT’S ABOUT AUDIENCE CREATION
OC REGISTER IPAD STRATEGY:
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METRO NEWSPAPER REACH
Source: Mori 2010
47% 60%34% newspaper
newspaper
newspaper
website
website
website
website
website
website
app
app
potentialpotential potential
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TARGET MARKETOC Register 2.0• Primary target: 35-45• Secondary target: 45-54• 60% male, 40% female• Informative and entertaining
Profile• Married, perhaps with young kids• Receives news from multiple sources (online, mobile, TV, tablet)• Uses iPad early morning and primarily in evenings• Willing to pay for apps if they bring value• Interests different than traditional newspaper reader
47%
WHERE’S OUR PURPLE COW?
Meets expectations
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Exceeds expectationsDoes not meet expectations
Num
ber
of
experi
ence
s
10% 10%80%
IPAD USERS HAVE HIGH EXPECTATIONS
Meets expectations
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Exceeds expectationsDoes not meet expectations
10% 10%
Quality contentVideo and photos
Weather and trafficAbility to shareFast load time
News updated regularlyEasy to use
Simple navigationClean and organized designOnline and offline viewing
“like USA Today”
Boring contentSlow download
Lack of news updatesApp crashes
Confusing navigationVideos are hard to play
Hyper-local contentMore interactivity
NotificationsValuable ads
Magazine like contentPersonalizedEntertaining
80%
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PRODUCT STRATEGY
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AUGUST 2010
RSS feedSmartphone app
optimized for iPad
PRODUCT TIMELINE
APRIL 2011
Purple Cow
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DEMO
PRODUCT STRATEGY“LEAN BACK” EXPERIENCE
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Product• 90% Now Edition •10% Featured Story
Now Edition• 6 topics• 10 curated stories per topic updated daily at 6PM• Includes latest news RSS feed as well• breaking news alert tool• Some interactivity• Templated and automated
Featured story• 1 package per day• High interactivity• Updated at 5pm
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CONTENT STRATEGY
CONTENT WORKFLOW
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Target UsersTarget Users
HIGHLY INTERACTIVE SPECIAL FEATURE
CONTENT SOUGHT SPECIFICALLY FOR IPAD (WIRES, ETC.)
CONTENT ALREADY BEING CREATED FOR WEB OR PRINT
PRODUCTION & ORGANIZATION
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CMS: CCI NewsGate
IPAD READER:Woodwing
DESIGN:CCI LayoutChamp
HTML5
CONTENT Repurposed
UniqueWires
PRODUCTION:Sr. Producer
Associate Producer2x Graphic
Designer/ProgrammerVideo Producer
----------------Photographer
Graphic DesignerCopy Editor
Page Designers
SUPPORT:Product management
Ad OperationsIT
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REVENUE STRATEGIES
ADVERTISING
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Pricing• Phase 1: Launch sponsorships • Phase 2: CPM model: $35-$50
SUBSCRIPTIONS
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Existing subscribers• Free access to all content
iPad only subscribers• The Daily benchmark: $0.99 per week or $39.99 per year
Free access for all• “Limited time only”• Launching in “beta” mode
Launch TBD
PHASE 1 PHASE 2
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LEARNINGS
THEY LOVE IT!
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“I like the pictorial layout and easy navigation!”
“Excellent visuals. Found myself reading stories I probably would have skipped reading online but was draw in by the photos. Nice mix of news and features.”
“It’s so much better than the previous version… Much better user experience this time around.”
“This is one of the best apps and uses for an app I have ever had to pleasure to enjoy.”
“Way better than reading the news on the Website. Simple, less cluttered, well organized.”
THEY HATE IT!
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“You’re going to start charging for what was free? Laaame!”
“I loved the previous app. It wasn’t the prettiest, but it was efficient.”
“This is one of the best apps and uses for an app I have ever had to pleasure to enjoy.”
“It’s sad to me that they ruined this app. The first was version was so much better. Now you get yesterday’s news after waiting way too long. Much of the customization I loved in the first is now gone.”
IN HINDSIGHT
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• Should the new app have replaced the old app?
• Production process is too cumbersome
• It truly is a (big) team effort
• The audience is still small
• Some advertisers are willing to experiment with you