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?


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 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


WE WILL HAVE TO THINK TABLET EDITION

Perhaps with the concept of editioning, the curated news app


WE WILL HAVE TO APPROACH ADVERTISING MORECREATIVELY


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


http://www.readitlater.com


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

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

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


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


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


Storytelling

Advertising


Storytelling

Advertising

Technology


Storytelling

Advertising

Technology

Economics


Emphasize creativity; get your most creative people on board


TheiPadLabwww.garciamedia.com


http://www.garciamedia.com


Coming 2012


Thanks!

website: www.garciamedia.com

email: [email protected]

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

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