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

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  • 1. 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
  • 2. 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
  • 3. 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
  • 4. Thursday, October 20, 2011
  • 5. 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
  • 6. 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
  • 7. Ecosystems that lead to storytelling as the protagonist; it is all about the story, NOT the platformThursday, October 20, 2011
  • 8. THE LESSONSThursday, October 20, 2011
  • 9. 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
  • 10. The platform quartet The alert The report The tablet edition Story (the second day update)Thursday, October 20, 2011
  • 11. Thursday, October 20, 2011
  • 12. But, does it mean that print is on its way out?Thursday, October 20, 2011
  • 13. 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
  • 14. 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
  • 15. Thursday, October 20, 2011
  • 16. In New York City this week!Thursday, October 20, 2011
  • 17. Thursday, October 20, 2011
  • 18. Today in ViennaThursday, October 20, 2011
  • 19. WHAT THE TABLET ISThursday, October 20, 2011
  • 20. WHAT THE TABLET IS Lesson 2: a platform that must be conceptualized to accommodate its uniquenessThursday, October 20, 2011
  • 21. Thursday, October 20, 2011
  • 22. IT IS BROTHER/SISTER TO PRINT, LIKE ONLINE NEVER WASThursday, October 20, 2011
  • 23. IT IS BROTHER/SISTER TO PRINT, LIKE ONLINE NEVER WASThursday, October 20, 2011
  • 24. IT IS BROTHER/SISTER TO PRINT, LIKE ONLINE NEVER WASThursday, October 20, 2011
  • 25. IT IS BROTHER/SISTER TO PRINT, LIKE ONLINE NEVER WASThursday, October 20, 2011
  • 26. IT IS BROTHER/SISTER TO PRINT, LIKE ONLINE NEVER WASThursday, October 20, 2011
  • 27. Thursday, October 20, 2011
  • 28. WE WILL HAVE TO THINK TABLET EDITIONThursday, October 20, 2011
  • 29. WE WILL HAVE TO THINK TABLET EDITION Perhaps with the concept of editioning, the curated news appThursday, October 20, 2011
  • 30. Thursday, October 20, 2011
  • 31. WE WILL HAVE TO APPROACH ADVERTISING MORE CREATIVELYThursday, October 20, 2011
  • 32. WE WILL HAVE TO APPROACH ADVERTISING MORE CREATIVELY The advertising suite: advertising as mini websites, the mini documentaryThursday, October 20, 2011
  • 33. Thursday, October 20, 2011
  • 34. Thursday, October 20, 2011
  • 35. Thursday, October 20, 2011
  • 36. Thursday, October 20, 2011
  • 37. THE LEAN BACK PLATFORMThursday, October 20, 2011
  • 38. THE LEAN BACK PLATFORM Lesson 3: all available research shows a preference for evening use of the tabletThursday, October 20, 2011
  • 39. Thursday, October 20, 2011
  • 40. IT INVITES US TO RELAXThursday, October 20, 2011
  • 41. IT INVITES US TO RELAXThursday, October 20, 2011
  • 42. Thursday, October 20, 2011
  • 43. Thursday, October 20, 2011
  • 44. NEW NIELSEN STUDY IN US:Thursday, October 20, 2011
  • 45. NEW NIELSEN STUDY IN US: 51% of iPad use is in bed, or in front of the TVThursday, October 20, 2011
  • 46. 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
  • 47. The “take me with you” platformThursday, October 20, 2011
  • 48. What early research tells us....Thursday, October 20, 2011
  • 49. 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
  • 50. Articles are read in prime personal time between 7 and 11 pm Data from: www.readitlater.comThursday, October 20, 2011
  • 51. 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
  • 52. Perhaps greatest impact will be for online editionsThursday, October 20, 2011
  • 53. Thursday, October 20, 2011
  • 54. WHAT THE TABLET IS NOTThursday, October 20, 2011
  • 55. 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
  • 56. Thursday, October 20, 2011
  • 57. IT IS NOT A NEWSPAPERThursday, October 20, 2011
  • 58. Thursday, October 20, 2011
  • 59. IT IS NOT AN ONLINE EDITIONThursday, October 20, 2011
  • 60. Thursday, October 20, 2011
  • 61. IT IS NOT TELEVISIONThursday, October 20, 2011
  • 62. Thursday, October 20, 2011
  • 63. YET.....IT HAS THE ABILITY TO FULFILL THE ROLE OF ALL OF THESE PLATFORMSThursday, October 20, 2011
  • 64. 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
  • 65. COVERING THREE TRACKSThursday, October 20, 2011
  • 66. 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
  • 67. Thursday, October 20, 2011
  • 68. Thursday, October 20, 2011
  • 69. Thursday, October 20, 2011
  • 70. Thursday, October 20, 2011
  • 71. Thursday, October 20, 2011
  • 72. Thursday, October 20, 2011
  • 73. Thursday, October 20, 2011
  • 74. Thursday, October 20, 2011
  • 75. Thursday, October 20, 2011
  • 76. CuratedThursday, October 20, 2011
  • 77. News Curated updatesThursday, October 20, 2011
  • 78. News Curated updates E readerThursday, October 20, 2011
  • 79. THE TABLET AND DESIGNThursday, October 20, 2011
  • 80. THE TABLET AND DESIGN Lesson 6: Make it sophisticadly simpleThursday, October 20, 2011
  • 81. Thursday, October 20, 2011
  • 82. Wednesday, February 9, 2011Thursday, October 20, 2011
  • 83. The majority of those reading news on iPad use the landscape modeThursday, October 20, 2011
  • 84. Thursday, October 20, 2011
  • 85. Thursday, October 20, 2011
  • 86. Thursday, October 20, 2011
  • 87. Thursday, October 20, 2011
  • 88. Thursday, October 20, 2011
  • 89. Thursday, October 20, 2011
  • 90. Thursday, October 20, 2011
  • 91. Thursday, October 20, 2011
  • 92. Thursday, October 20, 2011
  • 93. Thursday, October 20, 2011
  • 94. Thursday, October 20, 2011
  • 95. CREATE THOSE POP UP MOMENTSThursday, October 20, 2011
  • 96. CREATE THOSE POP UP MOMENTS Lesson 7: allow for a curiously impatient fingerThursday, October 20, 2011
  • 97. Designing for the dynamics of the eye the finger the brainThursday, October 20, 2011
  • 98. Thursday, October 20, 2011
  • 99. THE FRUSTRATED FINGERThursday, October 20, 2011
  • 100. Thursday, October 20, 2011
  • 101. Thursday, October 20, 2011
  • 102. Thursday, October 20, 2011
  • 103. PAY ATTENTION TO THE ESSENTIALSThursday, October 20, 2011
  • 104. 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
  • 105. We click We scroll We swipeThursday, October 20, 2011
  • 106. SWIPE MODE READ MODEThursday, October 20, 2011
  • 107. Thursday, October 20, 2011
  • 108. The landing page: where reading and navigation beginThursday, October 20, 2011
  • 109. The landing page: where reading and navigation beginThursday, October 20, 2011
  • 110. The landing page: where reading and navigation beginThursday, October 20, 2011
  • 111. Thursday, October 20, 2011
  • 112. The article read page: grids createdThursday, October 20, 2011
  • 113. The article read page: grids createdThursday, October 20, 2011
  • 114. The article read page: grids createdThursday, October 20, 2011
  • 115. Thursday, October 20, 2011
  • 116. The photo and multimedia pageThursday, October 20, 2011
  • 117. The photo and multimedia pageThursday, October 20, 2011
  • 118. The photo and multimedia pageThursday, October 20, 2011
  • 119. Thursday, October 20, 2011
  • 120. The sharing/connecting buttonsThursday, October 20, 2011
  • 121. The sharing/connecting buttonsThursday, October 20, 2011
  • 122. The sharing/connecting buttonsThursday, October 20, 2011
  • 123. The sharing/connecting buttonsThursday, October 20, 2011
  • 124. The sharing/connecting buttonsThursday, October 20, 2011
  • 125. The sharing/connecting buttonsThursday, October 20, 2011
  • 126. MAKE IT FUNCTIONALThursday, October 20, 2011
  • 127. MAKE IT FUNCTIONAL Lesson 9: remember what the users are coming to your tablet for--this is a multi genre platformThursday, October 20, 2011
  • 128. Thursday, October 20, 2011
  • 129. They come to readThursday, October 20, 2011
  • 130. They come to readThursday, October 20, 2011
  • 131. Thursday, October 20, 2011
  • 132. To read long formThursday, October 20, 2011
  • 133. Thursday, October 20, 2011
  • 134. To read mini storiesThursday, October 20, 2011
  • 135. Thursday, October 20, 2011
  • 136. They come to viewThursday, October 20, 2011
  • 137. They come to viewThursday, October 20, 2011
  • 138. They come to viewThursday, October 20, 2011
  • 139. Thursday, October 20, 2011
  • 140. They come to watch, They come to listenThursday, October 20, 2011
  • 141. They come to watch, They come to listenThursday, October 20, 2011
  • 142. They come to watch, They come to listenThursday, October 20, 2011
  • 143. CONSIDER A CURATED EDITIONThursday, October 20, 2011
  • 144. CONSIDER A CURATED EDITION Lesson 10: At its best, a news app is especially edited and preparedThursday, October 20, 2011
  • 145. Thursday, October 20, 2011
  • 146. Thursday, October 20, 2011
  • 147. THE CENTERPIECESThursday, October 20, 2011
  • 148. THE CENTERPIECES It is all about four disciplines: storytelling, advertising, technology and economicsThursday, October 20, 2011
  • 149. Thursday, October 20, 2011
  • 150. StorytellingThursday, October 20, 2011
  • 151. Storytelling AdvertisingThursday, October 20, 2011
  • 152. Storytelling Advertising TechnologyThursday, October 20, 2011
  • 153. Storytelling Advertising Technology EconomicsThursday, October 20, 2011
  • 154. Thursday, October 20, 2011
  • 155. Emphasize creativity; get your most creative people on boardThursday, October 20, 2011
  • 156. TheiPadLab www.garciamedia.comThursday, October 20, 2011
  • 157. Coming 2012Thursday, October 20, 2011
  • 158. Thanks! website: www.garciamedia.com email: mario@garcia-media.com Twitter: DrMarioRGarcia@twitter.comThursday, October 20, 2011
  • 159. Thanks! website: www.garciamedia.com email: mario@garcia-media.com Twitter: DrMarioRGarcia@twitter.comThursday, October 20, 2011