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

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

  • 18th World EdITorS ForUM Session: The steps towards a successful tablet application Speaker: dr. Mario Garcia Mark your calendar64th World NEWSpapEr CoNGrESS19th 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, 2011Thursday, 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, 2011Thursday, October 20, 2011 View slide
  • Thursday, October 20, 2011 View slide
  • 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 ecosystemsThursday, October 20, 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 readers create news ecosystems---we become partnersThursday, October 20, 2011
  • Ecosystems that lead to storytelling as the protagonist; it is all about the story, NOT the platformThursday, October 20, 2011
  • THE LESSONSThursday, October 20, 2011
  • 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 firstThursday, October 20, 2011
  • The platform quartet The alert The report The tablet edition Story (the second day update)Thursday, October 20, 2011
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  • But, does it mean that print is on its way out?Thursday, October 20, 2011
  • 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.......Thursday, October 20, 2011
  • 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.......Thursday, October 20, 2011
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  • In New York City this week!Thursday, October 20, 2011
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  • Today in ViennaThursday, October 20, 2011
  • WHAT THE TABLET ISThursday, October 20, 2011
  • WHAT THE TABLET IS Lesson 2: a platform that must be conceptualized to accommodate its uniquenessThursday, October 20, 2011
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  • IT IS BROTHER/SISTER TO PRINT, LIKE ONLINE NEVER WASThursday, October 20, 2011
  • IT IS BROTHER/SISTER TO PRINT, LIKE ONLINE NEVER WASThursday, October 20, 2011
  • IT IS BROTHER/SISTER TO PRINT, LIKE ONLINE NEVER WASThursday, October 20, 2011
  • IT IS BROTHER/SISTER TO PRINT, LIKE ONLINE NEVER WASThursday, October 20, 2011
  • IT IS BROTHER/SISTER TO PRINT, LIKE ONLINE NEVER WASThursday, October 20, 2011
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  • WE WILL HAVE TO THINK TABLET EDITIONThursday, October 20, 2011
  • WE WILL HAVE TO THINK TABLET EDITION Perhaps with the concept of editioning, the curated news appThursday, October 20, 2011
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  • WE WILL HAVE TO APPROACH ADVERTISING MORE CREATIVELYThursday, October 20, 2011
  • WE WILL HAVE TO APPROACH ADVERTISING MORE CREATIVELY The advertising suite: advertising as mini websites, the mini documentaryThursday, October 20, 2011
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  • THE LEAN BACK PLATFORMThursday, October 20, 2011
  • THE LEAN BACK PLATFORM Lesson 3: all available research shows a preference for evening use of the tabletThursday, October 20, 2011
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  • IT INVITES US TO RELAXThursday, October 20, 2011
  • IT INVITES US TO RELAXThursday, October 20, 2011
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  • NEW NIELSEN STUDY IN US:Thursday, October 20, 2011
  • NEW NIELSEN STUDY IN US: 51% of iPad use is in bed, or in front of the TVThursday, October 20, 2011
  • NEW NIELSEN STUDY IN US: 51% of iPad use is in bed, or in front of the TV http://blog.nielsen.com/nielsenwire/?p=27702Thursday, October 20, 2011
  • The “take me with you” platformThursday, October 20, 2011
  • What early research tells us....Thursday, October 20, 2011
  • Articles are saved during the day Data from: www.readitlater.com http://readitlaterlist.com/blog/2011/01/is-mobile-affecting-when-we-read/Thursday, October 20, 2011
  • Articles are read in prime personal time between 7 and 11 pm Data from: www.readitlater.comThursday, October 20, 2011
  • iPad changing the way we read online as well iPad users read more articles leisurely on the iPad than on the computer, see orange Data from: www.readitlater.comThursday, October 20, 2011
  • Perhaps greatest impact will be for online editionsThursday, October 20, 2011
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  • WHAT THE TABLET IS NOTThursday, October 20, 2011
  • 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)Thursday, October 20, 2011
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  • IT IS NOT A NEWSPAPERThursday, October 20, 2011
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  • IT IS NOT AN ONLINE EDITIONThursday, October 20, 2011
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  • IT IS NOT TELEVISIONThursday, October 20, 2011
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  • YET.....IT HAS THE ABILITY TO FULFILL THE ROLE OF ALL OF THESE PLATFORMSThursday, October 20, 2011
  • 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 BOOKThursday, October 20, 2011
  • COVERING THREE TRACKSThursday, October 20, 2011
  • COVERING THREE TRACKS Lesson 5: Users want their newspaper tablet apps to have the three main tracks of curated edition, news updates and e-readersThursday, October 20, 2011
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  • CuratedThursday, October 20, 2011
  • News Curated updatesThursday, October 20, 2011
  • News Curated updates E readerThursday, October 20, 2011
  • THE TABLET AND DESIGNThursday, October 20, 2011
  • THE TABLET AND DESIGN Lesson 6: Make it sophisticadly simpleThursday, October 20, 2011
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  • Wednesday, February 9, 2011Thursday, October 20, 2011
  • The majority of those reading news on iPad use the landscape modeThursday, October 20, 2011
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  • CREATE THOSE POP UP MOMENTSThursday, October 20, 2011
  • CREATE THOSE POP UP MOMENTS Lesson 7: allow for a curiously impatient fingerThursday, October 20, 2011
  • Designing for the dynamics of the eye the finger the brainThursday, October 20, 2011
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  • THE FRUSTRATED FINGERThursday, October 20, 2011
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  • PAY ATTENTION TO THE ESSENTIALSThursday, October 20, 2011
  • 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 ZThursday, October 20, 2011
  • We click We scroll We swipeThursday, October 20, 2011
  • SWIPE MODE READ MODEThursday, October 20, 2011
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  • The landing page: where reading and navigation beginThursday, October 20, 2011
  • The landing page: where reading and navigation beginThursday, October 20, 2011
  • The landing page: where reading and navigation beginThursday, October 20, 2011
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  • The article read page: grids createdThursday, October 20, 2011
  • The article read page: grids createdThursday, October 20, 2011
  • The article read page: grids createdThursday, October 20, 2011
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  • The photo and multimedia pageThursday, October 20, 2011
  • The photo and multimedia pageThursday, October 20, 2011
  • The photo and multimedia pageThursday, October 20, 2011
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  • The sharing/connecting buttonsThursday, October 20, 2011
  • The sharing/connecting buttonsThursday, October 20, 2011
  • The sharing/connecting buttonsThursday, October 20, 2011
  • The sharing/connecting buttonsThursday, October 20, 2011
  • The sharing/connecting buttonsThursday, October 20, 2011
  • The sharing/connecting buttonsThursday, October 20, 2011
  • MAKE IT FUNCTIONALThursday, October 20, 2011
  • MAKE IT FUNCTIONAL Lesson 9: remember what the users are coming to your tablet for--this is a multi genre platformThursday, October 20, 2011
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  • They come to readThursday, October 20, 2011
  • They come to readThursday, October 20, 2011
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  • To read long formThursday, October 20, 2011
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  • To read mini storiesThursday, October 20, 2011
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  • They come to viewThursday, October 20, 2011
  • They come to viewThursday, October 20, 2011
  • They come to viewThursday, October 20, 2011
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  • They come to watch, They come to listenThursday, October 20, 2011
  • They come to watch, They come to listenThursday, October 20, 2011
  • They come to watch, They come to listenThursday, October 20, 2011
  • CONSIDER A CURATED EDITIONThursday, October 20, 2011
  • CONSIDER A CURATED EDITION Lesson 10: At its best, a news app is especially edited and preparedThursday, October 20, 2011
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  • THE CENTERPIECESThursday, October 20, 2011
  • THE CENTERPIECES It is all about four disciplines: storytelling, advertising, technology and economicsThursday, October 20, 2011
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  • StorytellingThursday, October 20, 2011
  • Storytelling AdvertisingThursday, October 20, 2011
  • Storytelling Advertising TechnologyThursday, October 20, 2011
  • Storytelling Advertising Technology EconomicsThursday, October 20, 2011
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  • Emphasize creativity; get your most creative people on boardThursday, October 20, 2011
  • TheiPadLab www.garciamedia.comThursday, October 20, 2011
  • Coming 2012Thursday, October 20, 2011
  • Thanks! website: www.garciamedia.com email: mario@garcia-media.com Twitter: DrMarioRGarcia@twitter.comThursday, October 20, 2011
  • Thanks! website: www.garciamedia.com email: mario@garcia-media.com Twitter: DrMarioRGarcia@twitter.comThursday, October 20, 2011