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Newspapers are dead, long live the content

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In the last 5 years the way in which we inform ourselves every day has radically changed. A progressive evolution of the experience of discovery, use, and sharing of content is being generated by an ever-expanding and specialized availability of contents, different points of view, news technologies and devices at affordable costs, largely available connectivity and, more generally, the advent of new global platforms of communication. Sketchin has invested three years in attempting to understand readers and their experiences, thus identifying 11 behavioral trends that are potentially decisive in implementing a more efficient publishing design. The speech will focus in these 11 behaviors and on the evolution of how the publishing industry can better devise and distribute content.

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Newspapers are dead, long live the content

  1. 1. Newspapers are dead? Long live the content!
  2. 2. hi, I’m Luca from Sketchin
  3. 3. This isn’t a newspaper anymore
  4. 4. This is a newspaper
  5. 5. a new level of expectation everything, everytime, everywhere
  6. 6. discovering new behaviors and needs
  7. 7. 5 countries 25+ projects 10’000+ hours research
  8. 8. 1. 
 FIELD RESEARCH 2. 
 DISCOVERY
 INTERVIEWS 3. 
 QUANTITATIVE
 RESEARCH
  9. 9. 11 new emerging behaviors
  10. 10. #1 People inform themselves using the device nearest to them, independently of context.
  11. 11. #2 People seek information online as soon as they become aware of a piece of news or an event.
  12. 12. #3 People acquire further insight into content starting with paper and continuing to digital.
  13. 13. #4 People do not distinguish between digital, paper, and television brands and always expect total coherence between them.
  14. 14. #5 People never draw from only one single source.
  15. 15. #6 People switch the channel they are using based on the succession of news, regardless of the platform that provides them.
  16. 16. #7 People are prepared to pay for a specific digital content only when they are in need of it.
  17. 17. #8 People love publishing products that are simple and with a strong value proposition.
  18. 18. #9 People comment on social networks, but in an increasingly private and selective way.
  19. 19. #10 People seek both authoritative and entertaining content, but do not accept both from the same source.
  20. 20. #11 People take the multimedia for granted, without perceiving it as a plus.
  21. 21. strategy & design for editorials today
  22. 22. a future-friendly model
  23. 23. Social + Mobile & content first
  24. 24. Create a unique physical-digital design system
  25. 25. Create an omnichannel language
  26. 26. Create a content system
  27. 27. Frequenza consigliata 1-2 post/giorno Fasce orarie consigliate - 13:00-16:00 settimana - 12:00 - 13:00 weekend 07:00 08:00 09:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 Frequenza consigliata 5+ post/giorno Fasce orarie consigliate - 13:00-15:00 Frequenza consigliata 1-2 post/giorno Fasce orarie consigliate - 8:00-21:00 settimana L M M G V S D Design for a Rithm
  28. 28. Explore progressive discovery
  29. 29. Explore content curation
  30. 30. Explore content digests
  31. 31. Explore alternatives approach
  32. 32. http://thecontentexperience.sketchin.com
  33. 33. Thank you @lucamascaro www.sketchin.ch

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