19th World Editors Forum and 64th World Newspaper Congress

1. STORYTELLING IN THE AGE
OF THE TABLET: LESSONS
WE’VE LEARNED
WAN IFRA, SEPT. 4
Sunday, September 2, 12

2. STORYTELLING
IN THE AGE OF
THE TABLET
LESSON 1:
Sunday, September 2, 12

3. STORYTELLING
IN THE AGE OF
THE TABLET
LESSON 1:
It’s a multi platform world, with
networked platforms, not islands.
The media quartet
Sunday, September 2, 12

4. STORYTELLING
IN THE AGE OF
THE TABLET
Sunday, September 2, 12

5. STORYTELLING
IN THE AGE OF
THE TABLET
Sunday, September 2, 12

6. STORYTELLING
IN THE AGE OF
THE TABLET
Sunday, September 2, 12

7. STORYTELLING
IN THE AGE OF
THE TABLET
Sunday, September 2, 12

8. STORYTELLING
IN THE AGE OF
THE TABLET
Sunday, September 2, 12

9. STORYTELLING
IN THE AGE OF
THE TABLET
Sunday, September 2, 12

10. STORYTELLING
IN THE AGE OF
THE TABLET
We lean forward to smaller screens We lean back with larger screens
Sunday, September 2, 12

11. STORYTELLING
IN THE AGE OF
THE TABLET
Sunday, September 2, 12

12. STORYTELLING
IN THE AGE OF
THE TABLET
LESSON 2:
Sunday, September 2, 12

13. STORYTELLING
IN THE AGE OF
THE TABLET
LESSON 2:
It’s a new definition for news
Sunday, September 2, 12

14. STORYTELLING
IN THE AGE OF
THE TABLET
Any accurate fact that will
1917 interest a large number of readers,
and, of two stories, the accurate
one that interests the greater
number of people is the better
one.....
Sunday, September 2, 12

15. STORYTELLING
IN THE AGE OF
THE TABLET
Anything you know now
2012 that you did not know 15
minutes ago....or
15 seconds ago
Sunday, September 2, 12

16. STORYTELLING
IN THE AGE OF
THE TABLET
+ +
= NEWS
Sunday, September 2, 12

17. STORYTELLING
IN THE AGE OF
THE TABLET
IT’S STORYTELLING AS THE
PROTAGONIST IN A WORLD OF
NETWORKED PLATFORMS
Sunday, September 2, 12

18. STORYTELLING
IN THE AGE OF
THE TABLET
LESSON 3:
Sunday, September 2, 12

19. STORYTELLING
IN THE AGE OF
THE TABLET
LESSON 3:
There is a place for print as a lean-back
platform
Sunday, September 2, 12

20. STORYTELLING
IN THE AGE OF
THE TABLET
Three that do it right--- and why!
Sunday, September 2, 12

21. STORYTELLING
IN THE AGE OF
THE TABLET
Sunday, September 2, 12

22. STORYTELLING
IN THE AGE OF
THE TABLET
Sunday, September 2, 12

23. STORYTELLING
IN THE AGE OF
THE TABLET
Sunday, September 2, 12

24. STORYTELLING
IN THE AGE OF
THE TABLET
Sunday, September 2, 12

25. Un nuevo
STORYTELLING
IN THE AGE OF
concepto: La
THE TABLET información
se organiza en
Debes Saber,
Debes Hacer y
Debes Leer.
Sunday, September 2, 12

26. STORYTELLING
IN THE AGE OF
THE TABLET Three sections better than six....
Sunday, September 2, 12

27. STORYTELLING
IN THE AGE OF
THE TABLET
Sunday, September 2, 12

28. STORYTELLING
IN THE AGE OF
THE TABLET
Sunday, September 2, 12

29. STORYTELLING
IN THE AGE OF
THE TABLET The Mobilista project: a workshop start
Sunday, September 2, 12

30. STORYTELLING
IN THE AGE OF
THE TABLET One common look across platforms
Sunday, September 2, 12

31. STORYTELLING
IN THE AGE OF
THE TABLET
Sunday, September 2, 12

32. STORYTELLING
IN THE AGE OF
THE TABLET
LESSON 4:
Sunday, September 2, 12

33. STORYTELLING
IN THE AGE OF
THE TABLET
LESSON 4:
Designing for the tablet: design for
the brain, the eye and the finger
Sunday, September 2, 12

34. STORYTELLING
IN THE AGE OF
THE TABLET
LESSON 4:
Designing for the tablet: design for
the brain, the eye and the finger
The importance of those pop ups
Sunday, September 2, 12

35. STORYTELLING
IN THE AGE OF
THE TABLET
Sunday, September 2, 12

36. STORYTELLING
IN THE AGE OF
THE TABLET
Sunday, September 2, 12

37. STORYTELLING
IN THE AGE OF
THE TABLET
Sunday, September 2, 12

38. STORYTELLING
IN THE AGE OF
THE TABLET
Sunday, September 2, 12

39. Keep the finger happy and busy!
STORYTELLING
IN THE AGE OF
THE TABLET
Sunday, September 2, 12

40. Creating the right content flow......
STORYTELLING
IN THE AGE OF
THE TABLET
Sunday, September 2, 12

41. STORYTELLING
IN THE AGE OF
THE TABLET
Sunday, September 2, 12

42. STORYTELLING
IN THE AGE OF
THE TABLET
Sunday, September 2, 12

43. STORYTELLING
IN THE AGE OF
THE TABLET
Sunday, September 2, 12

44. STORYTELLING
IN THE AGE OF
THE TABLET
Sunday, September 2, 12

45. STORYTELLING
IN THE AGE OF
THE TABLET
Sunday, September 2, 12

46. STORYTELLING
IN THE AGE OF
THE TABLET
Sunday, September 2, 12

47. STORYTELLING
IN THE AGE OF
THE TABLET
Sunday, September 2, 12

48. STORYTELLING
IN THE AGE OF
THE TABLET
Sunday, September 2, 12

49. STORYTELLING
IN THE AGE OF
THE TABLET
LESSON 5:
Sunday, September 2, 12

50. STORYTELLING
IN THE AGE OF
THE TABLET
LESSON 5:
Those first 10 seconds, how users
approach news apps
Sunday, September 2, 12

51. STORYTELLING
IN THE AGE OF
THE TABLET
LESSON 5:
Those first 10 seconds, how users
approach news apps
The Flipboard navigator
Sunday, September 2, 12

52. STORYTELLING
IN THE AGE OF
THE TABLET
LESSON 5:
Those first 10 seconds, how users
approach news apps
The Flipboard navigator
Swiping versus scrolling
Sunday, September 2, 12

53. STORYTELLING
IN THE AGE OF
THE TABLET
Sunday, September 2, 12

54. STORYTELLING
IN THE AGE OF
THE TABLET
Sunday, September 2, 12

55. STORYTELLING
IN THE AGE OF
THE TABLET
Sunday, September 2, 12

56. STORYTELLING
IN THE AGE OF
THE TABLET
Sunday, September 2, 12

57. STORYTELLING
IN THE AGE OF
THE TABLET
Sunday, September 2, 12

58. STORYTELLING
IN THE AGE OF
THE TABLET
Sunday, September 2, 12

59. STORYTELLING
IN THE AGE OF
THE TABLET
LESSON 6:
Sunday, September 2, 12

60. STORYTELLING
IN THE AGE OF
THE TABLET
LESSON 6:
Landscape mode more popular than
vertical
Sunday, September 2, 12

61. STORYTELLING
IN THE AGE OF
THE TABLET
Sunday, September 2, 12

62. STORYTELLING
IN THE AGE OF
THE TABLET
Sunday, September 2, 12

63. STORYTELLING
IN THE AGE OF
THE TABLET
Sunday, September 2, 12

64. STORYTELLING
IN THE AGE OF
THE TABLET
Sunday, September 2, 12

65. STORYTELLING
IN THE AGE OF
THE TABLET
Sunday, September 2, 12

66. STORYTELLING
IN THE AGE OF
THE TABLET
LESSON 7:
Sunday, September 2, 12

67. STORYTELLING
IN THE AGE OF
THE TABLET
LESSON 7:
Photo galleries and videos preferred!
Sunday, September 2, 12

68. STORYTELLING
IN THE AGE OF
THE TABLET
Sunday, September 2, 12

69. STORYTELLING
IN THE AGE OF
THE TABLET
Sunday, September 2, 12

70. STORYTELLING
IN THE AGE OF
THE TABLET
Sunday, September 2, 12

71. STORYTELLING
IN THE AGE OF
THE TABLET
LESSON 8:
Sunday, September 2, 12

72. STORYTELLING
IN THE AGE OF
THE TABLET
LESSON 8:
The tablet is a lean back platform: study
the behavior of tablet users
Sunday, September 2, 12

73. STORYTELLING
IN THE AGE OF
THE TABLET
Sunday, September 2, 12

74. STORYTELLING
IN THE AGE OF
THE TABLET
Sunday, September 2, 12

75. STORYTELLING
IN THE AGE OF
THE TABLET
Sunday, September 2, 12

76. STORYTELLING
IN THE AGE OF
THE TABLET
Sunday, September 2, 12

77. STORYTELLING
IN THE AGE OF
THE TABLET
Data from: www.readitlater.com
Sunday, September 2, 12

78. STORYTELLING
IN THE AGE OF
THE TABLET
Data from: www.readitlater.com
Sunday, September 2, 12

79. STORYTELLING
IN THE AGE OF
THE TABLET
Sunday, September 2, 12

80. STORYTELLING
IN THE AGE OF
THE TABLET
Sunday, September 2, 12

81. STORYTELLING
IN THE AGE OF
THE TABLET
LESSON 9:
Sunday, September 2, 12

82. STORYTELLING
IN THE AGE OF
THE TABLET
LESSON 9:
News apps and variety
Sunday, September 2, 12

83. STORYTELLING
IN THE AGE OF
THE TABLET
LESSON 9:
News apps and variety
Considering the curated edition
Sunday, September 2, 12

84. STORYTELLING
IN THE AGE OF
THE TABLET
Sunday, September 2, 12

85. The e paper app
STORYTELLING
IN THE AGE OF
THE TABLET
Sunday, September 2, 12

86. STORYTELLING
IN THE AGE OF
THE TABLET
Sunday, September 2, 12

87. The e paper with updates
STORYTELLING
IN THE AGE OF
THE TABLET
Sunday, September 2, 12

88. STORYTELLING
IN THE AGE OF
THE TABLET
Sunday, September 2, 12

89. STORYTELLING
IN THE AGE OF
THE TABLET
Sunday, September 2, 12

90. STORYTELLING
IN THE AGE OF
THE TABLET
Sunday, September 2, 12

91. The curated edition
STORYTELLING
IN THE AGE OF
THE TABLET
Sunday, September 2, 12

92. STORYTELLING
IN THE AGE OF
THE TABLET
Sunday, September 2, 12

93. STORYTELLING
IN THE AGE OF
THE TABLET
Sunday, September 2, 12

94. STORYTELLING
IN THE AGE OF
THE TABLET
Sunday, September 2, 12

95. STORYTELLING
IN THE AGE OF
THE TABLET
Sunday, September 2, 12

96. STORYTELLING
IN THE AGE OF
THE TABLET
Sunday, September 2, 12

97. STORYTELLING
IN THE AGE OF
THE TABLET
Sunday, September 2, 12

98. STORYTELLING
IN THE AGE OF
THE TABLET
LESSON 7:
Sunday, September 2, 12

99. STORYTELLING
IN THE AGE OF
THE TABLET
LESSON 7:
Tablets and the long narrative
Sunday, September 2, 12

100. STORYTELLING
IN THE AGE OF
THE TABLET
LESSON 7:
Tablets and the long narrative
Deep immersion, high resolution images, long
form journalism and storytelling in a digital
format
Sunday, September 2, 12

101. STORYTELLING
IN THE AGE OF
THE TABLET
Sunday, September 2, 12

102. STORYTELLING
IN THE AGE OF
THE TABLET
Sunday, September 2, 12

103. STORYTELLING
IN THE AGE OF
THE TABLET
Sunday, September 2, 12

104. STORYTELLING
IN THE AGE OF
THE TABLET
Sunday, September 2, 12

105. STORYTELLING
IN THE AGE OF
THE TABLET
LESSON 8:
Sunday, September 2, 12

106. STORYTELLING
IN THE AGE OF
THE TABLET
LESSON 8:
The advertising suite
Not so much selling the product, but
creating an image of it through
storytelling
Sunday, September 2, 12

107. STORYTELLING
IN THE AGE OF
THE TABLET
Sunday, September 2, 12

108. STORYTELLING
IN THE AGE OF
THE TABLET
Sunday, September 2, 12

109. STORYTELLING
IN THE AGE OF
THE TABLET
Sunday, September 2, 12

110. STORYTELLING
IN THE AGE OF
THE TABLET
Sunday, September 2, 12

111. STORYTELLING
IN THE AGE OF
THE TABLET
Sunday, September 2, 12

112. STORYTELLING
IN THE AGE OF
THE TABLET
Sunday, September 2, 12

113. STORYTELLING
IN THE AGE OF
THE TABLET
Sunday, September 2, 12

114. STORYTELLING
IN THE AGE OF
THE TABLET
Sunday, September 2, 12

115. STORYTELLING
IN THE AGE OF
THE TABLET
Sunday, September 2, 12

116. STORYTELLING
IN THE AGE OF
THE TABLET
LESSON 9:
Sunday, September 2, 12

117. STORYTELLING
IN THE AGE OF
THE TABLET
LESSON 9:
The economics of the tablet
Sunday, September 2, 12

118. Sunday, September 2, 12

119. STORYTELLING
IN THE AGE OF
THE TABLET
LESSON 10:
Sunday, September 2, 12

120. STORYTELLING
IN THE AGE OF
THE TABLET
LESSON 10:
The tablet is here to stay: if you don’t
have a “tablet presence” , start soon
Sunday, September 2, 12

121. STORYTELLING
IN THE AGE OF
THE TABLET
Sunday, September 2, 12

122. STORYTELLING
IN THE AGE OF
THE TABLET
There are over 85 million iPads in the market as
of today---many more to appear in near future;
by 2015, more than 165 million! And 125
million tablets by other vendors.
Sunday, September 2, 12

123. STORYTELLING
IN THE AGE OF
THE TABLET
There are over 85 million iPads in the market as
of today---many more to appear in near future;
by 2015, more than 165 million! And 125
million tablets by other vendors.
The appeal of tablets extends through a variety
of age groups from young children to the over
75+ set
Sunday, September 2, 12

124. STORYTELLING
IN THE AGE OF
THE TABLET
There are over 85 million iPads in the market as
of today---many more to appear in near future;
by 2015, more than 165 million! And 125
million tablets by other vendors.
The appeal of tablets extends through a variety
of age groups from young children to the over
75+ set
Revenue: a combination of aggressive, effective
advertising, and subscriptions
Sunday, September 2, 12

125. STORYTELLING
IN THE AGE OF
THE TABLET
Sunday, September 2, 12

126. STORYTELLING
IN THE AGE OF
THE TABLET
Users are ready to pay for tablet content, as long
as they feel it offers value and establishes a
relationship with the brand across platforms.
Sunday, September 2, 12

127. STORYTELLING
IN THE AGE OF
THE TABLET
Users are ready to pay for tablet content, as long
as they feel it offers value and establishes a
relationship with the brand across platforms.
The Paywall---a la New York Times, FT
Sunday, September 2, 12

128. STORYTELLING
IN THE AGE OF
THE TABLET
Users are ready to pay for tablet content, as long
as they feel it offers value and establishes a
relationship with the brand across platforms.
The Paywall---a la New York Times, FT
The Metered Paywall---a la The Economist--
includes “freemium” frequent users pay, casual
users get some content free, which attracts
advertisers
Sunday, September 2, 12

129. STORYTELLING
IN THE AGE OF
THE TABLET
Sunday, September 2, 12

130. STORYTELLING
IN THE AGE OF
THE TABLET
Single copy sales---almost all newspaper apps are
available for single copy purchase.
Sunday, September 2, 12

131. STORYTELLING
IN THE AGE OF
THE TABLET
Single copy sales---almost all newspaper apps are
available for single copy purchase.
Synchronize editorial/commercial content---food
coverage/supermarket advertising; sports/events
Sunday, September 2, 12

132. STORYTELLING
IN THE AGE OF
THE TABLET
Single copy sales---almost all newspaper apps are
available for single copy purchase.
Synchronize editorial/commercial content---food
coverage/supermarket advertising; sports/events
Revive old content in tablet format---100 years of
sports in Your Country, or fashion, politics,
recipes
Sunday, September 2, 12

133. COMING
VERY
SOON
comingsoon.ipaddesignlab.com
Sunday, September 2, 12

134. Sunday, September 2, 12

135. Sunday, September 2, 12

136. Sunday, September 2, 12

137. THANKS!
mario@garcia-media.com
@DrMarioRGarcia
www.garciamedia.com
Sunday, September 2, 12