Tablets as a News
Platform
JN 325
Tablet Ownership : The numbers

• For the first time, a third (34%) of American adults
ages 18 and older own a tablet comp...
What the “experts” are saying
• “Tablets are undoubtedly the future of magazines. Here’s evidence:
A study by Harrison Gro...
What the “experts” are saying
“I fear the app-based tablet approach to
magazines leads straight to oblivion, at
least for ...
THE DAILY is dead.
• Introduced by News Corp. in
February 2011 as “daily news
magazine for the iPad era”
• $.99 per week o...
 452 students at large SE university
surveyed in Fall 2010 and Spring
2011
 Published in Newspaper Research
Journal (Win...
Is the iPad on the Decline?
• iPad sales dropped to 14.6 million
during April-June quarter
(compared to 17 million last ye...
BOTTOMLINE: WHY this unit on tablet?
1. It’s another platform for delivering news.
2. It’s different from mobile (smartpho...
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Tablets as a news platform

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Tablets as a news platform

  1. 1. Tablets as a News Platform JN 325
  2. 2. Tablet Ownership : The numbers • For the first time, a third (34%) of American adults ages 18 and older own a tablet computer like an iPad, Samsung Galaxy Tab, Google Nexus, or Kindle Fire—almost twice as many as the 18% who owned a tablet a year ago. • Demographic groups most likely to own tablets include: – Those living in households earning at least $75,000 per year (56%), compared with lower income brackets – Adults ages 35-44 (49%), compared with younger and older adults – College graduates (49%), compared with adults with lower levels of education • Study conducted by Princeton Survey Research Associates International from April 17 to May 19, 2013 Source: Pew Research Center Internet & American Life Project
  3. 3. What the “experts” are saying • “Tablets are undoubtedly the future of magazines. Here’s evidence: A study by Harrison Group showed that tablet and e-reader owners spend 50 percent more time reading magazines than the general population. Why? …Most tablet versions of magazines these days, in addition to being more convenient…also give you many things the print version can’t, and with the immediate gratification the print version can’t. A few examples: multimedia, the opportunity to provide immediate feedback, links to infinitely more information about a topic on the Web, including updates to the particular story itself. In short, a tablet magazine is interactive.” – -Greg Zimmerman “Why Magazines are Thriving” Feb. 2012
  4. 4. What the “experts” are saying “I fear the app-based tablet approach to magazines leads straight to oblivion, at least for individual magazine titles. Not that tablets aren’t suited for reading. I discover most of the articles I read every day through my favorite iPad apps: Zite, Flipboard, Facebook and Twitter. These apps don’t produce any content themselves. They’re merely curating what’s already out there. My dedicated magazine apps, on the other hand, have been lost among the many other apps on my iPad. I never read them, even those I pay monthly subscription fees for.” -- Jon Lund, Chairman, Danish Online News Association October 6, 2013
  5. 5. THE DAILY is dead. • Introduced by News Corp. in February 2011 as “daily news magazine for the iPad era” • $.99 per week of $39.99 a year • Problem: ONE PLATFORM isn’t enough– iPad users are “digital carnivores” across platforms (tablet, smartphone, print, PCs) • 100,000 subscribers (not enough) • Dec. 15, 2012 Operation ceased, 120 employees “Unfortunately, our experience was that we could not find a large enough audience quickly enough to convince us the business model was sustainable in the long-term.” -Rupert Murdoch, CEO NewsCorporation
  6. 6.  452 students at large SE university surveyed in Fall 2010 and Spring 2011  Published in Newspaper Research Journal (Winter 2013)  Most would use iPad to access a newspaper  Only 22.5% would pay $5 for such an app (for newspaper)  20% would pay $3 for a digital magazine  Older users were happier with iPad experience than smartphone experience Study: Few Students Will Pay for Tablet Content
  7. 7. Is the iPad on the Decline? • iPad sales dropped to 14.6 million during April-June quarter (compared to 17 million last year April-June 2012) • Apple’s market share of smartphone market also dropped to 14.2% (from 18.6% last year) • Bloomberg: Global tablet shipments slowed from previous quarter as consumers delayed purchases awaiting a new model Source: Is the iPad Era Already Drawing to a Close? Advertising Age August 19, 2013 (Simon Dumenco)
  8. 8. BOTTOMLINE: WHY this unit on tablet? 1. It’s another platform for delivering news. 2. It’s different from mobile (smartphone). 3. Few news organization have a clue how to program for it. 4. It’s a Great example of how the “business influence” impacts cross-media content delivery. 5. It’s a work tool that journalists (and working professionals elsewhere) are more likely to use than in the past. 6. Sophisticated understanding of mobile is a MUST! (It’s not enough to be just a consumer)

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