Clement Charles

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October 7th, 2013 by Clement Charles

Tablet publishing – do’s and don’t, with Mario Garcia

I had the opportunity to see Mario speaking in Kyiv, last year. An impressive presentation. With 40 years of experience in the field, the guy is not very young, but it clearly has some of the most innovative and modern ideas in the field. A lot more dynamic and energetic than many young players lamenting about the “good old days”.
As usual, Garcia starts its conference with a rapid reminder of how recent the tablet are, as iPad arrived in 2009-2010.
For Garcia, tablet are a great tool for the industry. To do so, and provide great product to end users, you have to hire a tablet editor (which is rarely the case), to really have a dedicated product strategy for this devices, to embed as many multimedia content and interactive elements that you can. “It’s the bast ways to take print to the next level” confirm Garcia, with it’s unique 40 years of background in the industry .
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I really enjoyed its take on the current times we’re experiencing. “We are living the radio days of the tablet” says Garcia, “as radio guys arrived to TV and had to learn to move, similarly the mentality of newspapers is now dominant in tablet but it has to change”. Progressively, you need to provide more photo, more navigation and more attention’s attraction via images and pictorial elements. “Keep that finger happy” says Garcia. “With pops ups, additional information and informative elements… Keep navigation simple, but make it more pictorial.” 
What do we people want in a tablet ? 
“They news updates, curation content, PDF of the print edition”.  The eye-tracking studies for the Ponyter institute confirms it. It also shows that iPad and phones compete for attention, including during work and day hours. Quite recent, as it was precisely perceived as laid back, home / off-work devices in 2012.
“The ones that hit the spot”  
Garcia then shared with the audience some good examples, with “the ones that hit the spot” :
– o globo, the guardian: extension on the DNA, but not a tablet of the
– The Times of London. Pushing the lead story as the most “tablet friendly” stories, not the biggest headlines.
– La Presse, Canada. “Once of the most beatufil ones that you can”. The tablet actually inspired, changed the print edition itself. The same should apply for the writing production process: produce for the mobile, for the digital and then for the print. Further presentation will be from Guy Crevier, CEO of La Presse.
– Berlingske, in Danmark. Two edition per day, with fully pictorial content.
– VG+ Norway –  nothing to do with the print edition.
“Design for the eye, for the brain and for the finger”. 
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The importance of the fully multimedia production process is always more important, as you need to enrich the content is other material. Good to see that my ideas of 2002 are now becoming popular, even if Garcia is still often perceived as a “original innovator” when he actually provides the tips that newsrooms should have discovered on their own in 99 already.

Story telling,. Pop ups. Navigation. Look & feel.  
At the heart of tablet edition, is story telling. “Things change but core mission stays the same: provide great content that will attract audiences and capture their attention”.
More content about the World Publishing Conferences and Table Apps Summit will follow.

 

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