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18th World EdITorS ForUM
   Session: The steps towards a successful tablet application
   Speaker: dr. Mario Garcia




  Mark your calendar
64th World NEWSpapEr CoNGrESS
19th 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, 2011


Thursday, 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, 2011


Thursday, October 20, 2011
Thursday, 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




Thursday, 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 partners




Thursday, October 20, 2011
Ecosystems that lead to storytelling as the protagonist;
     it is all about the story, NOT the platform




Thursday, October 20, 2011
THE LESSONS




Thursday, 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 first



Thursday, October 20, 2011
The platform quartet



      The alert



                             The report
                                                                          The tablet edition



                                          Story (the second day update)




Thursday, October 20, 2011
Thursday, October 20, 2011
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
Thursday, October 20, 2011
In New York City this week!




Thursday, October 20, 2011
Thursday, October 20, 2011
Today in Vienna




Thursday, October 20, 2011
WHAT THE TABLET IS




Thursday, October 20, 2011
WHAT THE TABLET IS
      Lesson 2: a platform that must be conceptualized to accommodate its uniqueness




Thursday, October 20, 2011
Thursday, October 20, 2011
IT IS BROTHER/SISTER TO PRINT,
       LIKE ONLINE NEVER WAS




Thursday, October 20, 2011
IT IS BROTHER/SISTER TO PRINT,
       LIKE ONLINE NEVER WAS




Thursday, October 20, 2011
IT IS BROTHER/SISTER TO PRINT,
       LIKE ONLINE NEVER WAS




Thursday, October 20, 2011
IT IS BROTHER/SISTER TO PRINT,
       LIKE ONLINE NEVER WAS




Thursday, October 20, 2011
IT IS BROTHER/SISTER TO PRINT,
       LIKE ONLINE NEVER WAS




Thursday, October 20, 2011
Thursday, October 20, 2011
WE WILL HAVE TO THINK TABLET EDITION




Thursday, October 20, 2011
WE WILL HAVE TO THINK TABLET EDITION

       Perhaps with the concept of editioning,
       the curated news app




Thursday, October 20, 2011
Thursday, October 20, 2011
WE WILL HAVE TO APPROACH ADVERTISING MORE
       CREATIVELY




Thursday, October 20, 2011
WE WILL HAVE TO APPROACH ADVERTISING MORE
       CREATIVELY


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




Thursday, October 20, 2011
Thursday, October 20, 2011
Thursday, October 20, 2011
Thursday, October 20, 2011
Thursday, October 20, 2011
THE LEAN BACK PLATFORM




Thursday, October 20, 2011
THE LEAN BACK PLATFORM
      Lesson 3: all available research shows a preference for evening use of the tablet




Thursday, October 20, 2011
Thursday, October 20, 2011
IT INVITES US TO RELAX




Thursday, October 20, 2011
IT INVITES US TO RELAX




Thursday, October 20, 2011
Thursday, October 20, 2011
Thursday, October 20, 2011
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 TV




Thursday, 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=27702


Thursday, October 20, 2011
The “take me with you” platform




Thursday, 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.com




Thursday, 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.com




Thursday, October 20, 2011
Perhaps greatest impact will be for online editions




Thursday, October 20, 2011
Thursday, October 20, 2011
WHAT THE TABLET IS NOT




Thursday, 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
Thursday, October 20, 2011
IT IS NOT A NEWSPAPER




Thursday, October 20, 2011
Thursday, October 20, 2011
IT IS NOT AN ONLINE EDITION




Thursday, October 20, 2011
Thursday, October 20, 2011
IT IS NOT TELEVISION




Thursday, October 20, 2011
Thursday, October 20, 2011
YET.....IT HAS THE ABILITY TO FULFILL THE ROLE
     OF ALL OF THESE PLATFORMS




Thursday, 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 BOOK




Thursday, October 20, 2011
COVERING THREE TRACKS




Thursday, 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-readers




Thursday, October 20, 2011
Thursday, October 20, 2011
Thursday, October 20, 2011
Thursday, October 20, 2011
Thursday, October 20, 2011
Thursday, October 20, 2011
Thursday, October 20, 2011
Thursday, October 20, 2011
Thursday, October 20, 2011
Thursday, October 20, 2011
Curated




Thursday, October 20, 2011
News     Curated
                             updates




Thursday, October 20, 2011
News      Curated
                             updates



                             E reader




Thursday, October 20, 2011
THE TABLET AND DESIGN




Thursday, October 20, 2011
THE TABLET AND DESIGN
       Lesson 6: Make it sophisticadly simple




Thursday, October 20, 2011
Thursday, October 20, 2011
Wednesday, February 9, 2011




Thursday, October 20, 2011
The majority of those
                             reading news on iPad
                             use the landscape mode




Thursday, October 20, 2011
Thursday, October 20, 2011
Thursday, October 20, 2011
Thursday, October 20, 2011
Thursday, October 20, 2011
Thursday, October 20, 2011
Thursday, October 20, 2011
Thursday, October 20, 2011
Thursday, October 20, 2011
Thursday, October 20, 2011
Thursday, October 20, 2011
Thursday, October 20, 2011
CREATE THOSE POP UP MOMENTS




Thursday, October 20, 2011
CREATE THOSE POP UP MOMENTS
       Lesson 7: allow for a curiously impatient finger




Thursday, October 20, 2011
Designing for the dynamics of
         the eye
         the finger
         the brain




Thursday, October 20, 2011
Thursday, October 20, 2011
THE FRUSTRATED FINGER




Thursday, October 20, 2011
Thursday, October 20, 2011
Thursday, October 20, 2011
Thursday, October 20, 2011
PAY ATTENTION TO THE ESSENTIALS




Thursday, 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 Z




Thursday, October 20, 2011
We click
      We scroll
      We swipe




Thursday, October 20, 2011
SWIPE MODE




       READ MODE


Thursday, October 20, 2011
Thursday, October 20, 2011
The landing page:
      where reading and navigation begin




Thursday, October 20, 2011
The landing page:
      where reading and navigation begin




Thursday, October 20, 2011
The landing page:
      where reading and navigation begin




Thursday, October 20, 2011
Thursday, October 20, 2011
The article read page:
    grids created




Thursday, October 20, 2011
The article read page:
    grids created




Thursday, October 20, 2011
The article read page:
    grids created




Thursday, October 20, 2011
Thursday, October 20, 2011
The photo and multimedia page




Thursday, October 20, 2011
The photo and multimedia page




Thursday, October 20, 2011
The photo and multimedia page




Thursday, October 20, 2011
Thursday, October 20, 2011
The sharing/connecting buttons




Thursday, October 20, 2011
The sharing/connecting buttons




Thursday, October 20, 2011
The sharing/connecting buttons




Thursday, October 20, 2011
The sharing/connecting buttons




Thursday, October 20, 2011
The sharing/connecting buttons




Thursday, October 20, 2011
The sharing/connecting buttons




Thursday, October 20, 2011
MAKE IT FUNCTIONAL




Thursday, October 20, 2011
MAKE IT FUNCTIONAL
     Lesson 9: remember what the users are coming to your tablet for--this is a
     multi genre platform




Thursday, October 20, 2011
Thursday, October 20, 2011
They come to read




Thursday, October 20, 2011
They come to read




Thursday, October 20, 2011
Thursday, October 20, 2011
To read long form




Thursday, October 20, 2011
Thursday, October 20, 2011
To read mini stories




Thursday, October 20, 2011
Thursday, October 20, 2011
They come to view




Thursday, October 20, 2011
They come to view




Thursday, October 20, 2011
They come to view




Thursday, October 20, 2011
Thursday, October 20, 2011
They come to watch,
     They come to listen




Thursday, October 20, 2011
They come to watch,
     They come to listen




Thursday, October 20, 2011
They come to watch,
     They come to listen




Thursday, October 20, 2011
CONSIDER A CURATED EDITION




Thursday, October 20, 2011
CONSIDER A CURATED EDITION
      Lesson 10: At its best, a news app is especially edited and prepared




Thursday, October 20, 2011
Thursday, October 20, 2011
Thursday, October 20, 2011
THE CENTERPIECES




Thursday, October 20, 2011
THE CENTERPIECES
       It is all about four disciplines: storytelling, advertising, technology
       and economics




Thursday, October 20, 2011
Thursday, October 20, 2011
Storytelling




Thursday, October 20, 2011
Storytelling

         Advertising




Thursday, October 20, 2011
Storytelling

         Advertising

         Technology




Thursday, October 20, 2011
Storytelling

         Advertising

         Technology

         Economics




Thursday, October 20, 2011
Thursday, October 20, 2011
Emphasize creativity; get your most creative people on board




Thursday, October 20, 2011
TheiPadLab
                             www.garciamedia.com




Thursday, October 20, 2011
Coming 2012




Thursday, October 20, 2011
Thanks!

       website: www.garciamedia.com
       email: mario@garcia-media.com
       Twitter: DrMarioRGarcia@twitter.com



Thursday, October 20, 2011
Thanks!

       website: www.garciamedia.com
       email: mario@garcia-media.com
       Twitter: DrMarioRGarcia@twitter.com



Thursday, October 20, 2011

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