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Get on the tablet bandwagon, quickly (video)

World News Publishing Focus

World News Publishing Focus
Your Guide to the Changing Media Landscape

Get on the tablet bandwagon, quickly (video)

But move now, he warns during the World Editors Forum session on "The steps toward a successful tablet application," because three weeks in "tablet time" are three months in real time.

Here's an overview to catch you up:

  1. Think in terms of a media quartet. Don't place one medium ahead of the others. “It's not about print first, it's not about digital first. It is about the story first,” says Garcia.
  2. Most be conceptualized. Tablets are a brother or sister to print like online never was. Garcia says that it is important to think in terms of “tablet edition” and take into consideration when you'll distribute it and approach your advertisers like mini-documentaries.
  3. It's a lean-back platform. A recent Nielsen study in the US found that 51% of iPad use takes place in bed or in front of the TV. Prime times of use are also between 19:00 and 23:00. What that means is that much time spent reading on the tablet takes place during prime personal time.
  4. What it's not. Tablets are not a replication of the online, television or print experience. “But it can fulfill the role of all of these platforms,” says Garcia. “I equate it with a good book.”
  5. Know what your readers want. Garcia says tablets need to be a curated edition, e-reader, and have the ability to get the 20 stories.
  6. Sophisticated style. It's not a newspaper, so don't make it look like one. Garcia bandied about several adjectives you could experiment with: texture, simplicity, classy, colorful, newsy, interesting and a little caffeine.
  7. Create pop-up moments. “When you design for print it is for the eye and the brain,” says Garcia. “For the tablet, it has to be for the eye, the brain and for the finger.” Don't make your user tap the screen incessantly, so use pop-ups.
  8. Pay attention to essentials. The three common ways we get around online are clicking, scrolling and swiping. But a new study found that people actually don't like scrolling. “So online,” says Garcia, again reminding us that a tablet is not the same as going online. Also, make sure the three buttons vital for sharing – Facebook, Twitter and e-mail – are easily visible to the user.
  9. Make it functional. A tablet combines reading long narratives and short mini-stories, listening and watching. Make sure your journalists are trained to produce all sorts of media and content.
  10. Consider a curated edition. Your tablet app is not going to replicate a newspaper. Focus on what's trending, best stories, what to do tonight, and finally the centerpieces, which include story-telling, ads, technology, and economics....and lastly, Garcia says to make your tablet work, get your most creative people on board.

(Video by Manuel Koellner)

See video


Alexandra Waldhorn


2011-10-14 18:14

Author information

The 71st World News Media Congress, the 26th World Editors Forum and the 3rd Women in News Summit took place from 1 - 3 June 2019 in Glasgow, Scotland.

In this blog, WAN-IFRA provides previews, interviews, summaries of the presentations and other useful information about the Congress.

Participants were also very active on Twitter throughout the event under the hashtag #wnmc19.

In 2011 the newspaper world gathered in Vienna, Austria for IFRA Expo 2011, 63rd World Newspaper Congress and 18th World Editors Forum.

This is the event's live blog.

© 2019 WAN-IFRA - World Association of News Publishers

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