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Design & Strategy For Tablet Content: The Newspaper Is Dead. Long Live The Newstablet
 

Design & Strategy For Tablet Content: The Newspaper Is Dead. Long Live The Newstablet

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Presented by Claus Enevoldsen, Sr. Marketing Manager at Next Issue. ...

Presented by Claus Enevoldsen, Sr. Marketing Manager at Next Issue.
Session: "Designing Newspaper Editions for Tablet Users."
Conference: Tablet/Mobile Strategies and Visions for News Organizations sponsored by sponsored by the Reynolds Journalism Institute, the Digital Publishing Alliance, the American Society of News Editors and the Mid-America Press Institute.

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  • Reed Hastings asked the same question over at Netflix. Is DVD shipping dead?
  • Mark Twain: The reports of my death are great exaggerated.. But let’s be honest and acknowledge that the patient is ill and dying.
  • As we know, adoption of new technology takes years if not decades. But that’s why we have to start now. First Five! Your level of influence is dramatically smaller when the kid is a teenager. Someone else will have disrupted him by then. So, if we see promise in this kid, we need to step up to the plate now.
  • And we need to pursue that promise. Invest in it! Only take away here is that it’s going to be huge. If this comes true, in 2015 there will be as many shipments of tablets as there are PCs now. Let’s take it with a grain of salt. Sell thru is very different from iOS to Android. Think iPod vs. iPhone vs. iPad. Who wins? Also, the number for Microsoft seems very conservative.
  • Mike McCue: biggest daily peak: 8pm-11pm and on weekends. The second biggest daily spike, he said, is over breakfast.
  • The web is dead (Wired): Check email on your ipad, browse facebook, twitter, New York Times, Craving this finite experience. Chris Anderson: As much as we love the open, unfettered Web, we’re abandoning it for simpler, sleeker services that just work. Why/How:
  • Joint venture between OCR and FI. This project from start to now has only been possible because of the work of so many people.

Design & Strategy For Tablet Content: The Newspaper Is Dead. Long Live The Newstablet Design & Strategy For Tablet Content: The Newspaper Is Dead. Long Live The Newstablet Presentation Transcript

  • THE NEWSPAPER IS DEAD LONG LIVE THE NEWSTABLET CLAUS ENEVOLDSEN NEXT ISSUE MEDIA @CENEVOLDSEN ABOUT.ME/CENEVOLDSEN
  • LETS START AT THE END
    • Enhanced editions of the World’s most popular magazines, optimized for tablets.
    • Preview app currently available for Android tablets
    • Working on a fully featured, cross-platform marketplace
    • Joint venture formed by five leading U.S. based publishers: Conde Nast, Hearst, Meredith, News Corp., and Time Inc.
  • WHERE NEXT ISSUE FITS IN Magazine titles Newspaper titles Tablet only titles: The Daily, Project, Nomad, TRVL Flipboard Zite Pulse Editions by AOL Kindle Nook Zinio (iTunes Newsstand) Google Sony Kobo Next Issue AGGREGATORS EDITORIALS STORE FRONTS SkyGrid Float Ongo Trove
  • SO, IS THE NEWSPAPER DEAD?
  • OK, SO THE NEWSPAPER IS NOT DEAD…
  • AND TABLETS ARE STILL IN DIAPERS…
  • BUT THERE’S PROMISE Worldwide Sales of Media Tablets to End Users by OS (Thousands of Units) Source: Gartner (September 2011) OS Android iOS MeeGo Microsoft QNX WebOS Other OS 2010 2,512 14,685 179 0 0 0 235 2011 11,020 46,697 476 0 3,016 2,053 375 2012 22,875 69,025 490 4,348 6,274 0 467 2015 116,444 148,674 197 34,435 26,123 0 431
  • MEDIA USAGE PATTERNS
  • ERA OF CURATED COMPUTING Forrester defines “Curated Computing” as: “ A mode of computing where choice is constrained to deliver less complex, more relevant experiences.” Source: Sarah Rotman Epps, Forrester MORE SWIPE , LESS SCROLL
  • IT ’S ABOUT AUDIENCE CREATION OC REGISTER IPAD STRATEGY:
  • METRO NEWSPAPER REACH Source: Mori 2010 47% 60% 34% newspaper newspaper newspaper website website website website website website app app potential potential potential
  • TARGET MARKET
    • OC Register 2.0
    • Primary target: 35-45
    • Secondary target: 45-54
    • 60% male, 40% female
    • Informative and entertaining
    • Profile
    • Married, perhaps with young kids
    • Receives news from multiple sources (online, mobile, TV, tablet)
    • Uses iPad early morning and primarily in evenings
    • Willing to pay for apps if they bring value
    • Interests different than traditional newspaper reader
    47%
  • WHERE ’S OUR PURPLE COW? Meets expectations Exceeds expectations Does not meet expectations Number of experiences 10% 10% 80%
  • IPAD USERS HAVE HIGH EXPECTATIONS Meets expectations Exceeds expectations Does not meet expectations 10% 10% Quality content Video and photos Weather and traffic Ability to share Fast load time News updated regularly Easy to use Simple navigation Clean and organized design Online and offline viewing “ like USA Today” Boring content Slow download Lack of news updates App crashes Confusing navigation Videos are hard to play Hyper-local content More interactivity Notifications Valuable ads Magazine like content Personalized Entertaining 80%
  • PRODUCT STRATEGY
  • PRODUCT TIMELINE AUGUST 2010 RSS feed Smartphone app optimized for iPad APRIL 2011 Purple Cow
  • DEMO
  • PRODUCT STRATEGY “LEAN BACK” EXPERIENCE
    • Product
    • 90% Now Edition
    • 10% Featured Story
    • Now Edition
    • 6 topics
    • 10 curated stories per topic updated daily at 6PM
    • Includes latest news RSS feed as well
    • breaking news alert tool
    • Some interactivity
    • Templated and automated
    • Featured story
    • 1 package per day
    • High interactivity
    • Updated at 5pm
  • CONTENT STRATEGY
  • CONTENT WORKFLOW Target Users HIGHLY INTERACTIVE SPECIAL FEATURE CONTENT SOUGHT SPECIFICALLY FOR IPAD (WIRES, ETC.) CONTENT ALREADY BEING CREATED FOR WEB OR PRINT
  • PRODUCTION & ORGANIZATION CMS: CCI NewsGate IPAD READER: Woodwing DESIGN: CCI LayoutChamp HTML5 CONTENT Repurposed Unique Wires PRODUCTION: Sr. Producer Associate Producer 2x Graphic Designer/Programmer Video Producer ---------------- Photographer Graphic Designer Copy Editor Page Designers SUPPORT: Product management Ad Operations IT
  • REVENUE STRATEGIES
  • ADVERTISING
    • Pricing
    • Phase 1: Launch sponsorships
    • Phase 2: CPM model: $35-$50
  • SUBSCRIPTIONS
    • Existing subscribers
    • Free access to all content
    • iPad only subscribers
    • The Daily benchmark: $0.99 per week or $39.99 per year
    • Free access for all
    • “ Limited time only”
    • Launching in “beta” mode
    Launch TBD PHASE 1 PHASE 2
  • LEARNINGS
  • THEY LOVE IT! “ I like the pictorial layout and easy navigation!” “ Excellent visuals. Found myself reading stories I probably would have skipped reading online but was draw in by the photos. Nice mix of news and features.” “ It’s so much better than the previous version… Much better user experience this time around.” “ This is one of the best apps and uses for an app I have ever had to pleasure to enjoy.” “ Way better than reading the news on the Website. Simple, less cluttered, well organized.”
  • THEY HATE IT! “ You’re going to start charging for what was free? Laaame!” “ I loved the previous app. It wasn’t the prettiest, but it was efficient.” “ This is one of the best apps and uses for an app I have ever had to pleasure to enjoy.” “ It’s sad to me that they ruined this app. The first was version was so much better. Now you get yesterday’s news after waiting way too long. Much of the customization I loved in the first is now gone.”
  • IN HINDSIGHT
    • Should the new app have replaced the old app?
    • Production process is too cumbersome
    • It truly is a (big) team effort
    • The audience is still small
    • Some advertisers are willing to experiment with you