3. ‘THE POWER OF THE TABLET’ CONFERENCE

THE TAKEAWAY

While we titled our conference “The Power of the Tablet” at The Poynter Institute for Media Studies, we did not truly have a sense of the impact that the new platform would have in the way we tell stories.

On June 14–15, 2010, we organized and participated in one of the first conferences dedicated totally to the new tablet platform. We assembled at The Poynter Institute for Media Studies in St. Petersburg, Florida, a group of media practitioners with varied backgrounds and one common goal: to learn more about how to tell stories in a new medium called the iPad.

In reviewing the transcript of that conference as we finish this digital textbook, I am reliving the feelings, emotions and enthusiasm that dominated the discussions. It is also good to see that so much of what the participants discussed in abstract terms, and their expectations for the tablet, have, in many instances, become reality.

Here are ten takeaways from our fruitful discussions at the conference:

  1. Tablets are in their infancy, and we are the creators. Our models will have the historic opportunity of being the first templates, with potentially iconic longevity.
  2. Tablet editors are essential. They are, indeed, the next source of creativity in the newsroom.
  3. Storytelling has found its next best ally in the tablet. We will see a need for excellent narratives and photos, with the enhancements of audio, video and interactivity.
  4. The advertising potential for the tablet, both at the creative and revenue levels, is virtually untapped. Create partnerships and think of advertising/content synergies.
  5. Tablets are a platform to relax with, offering the experience we associate with reading printed newspapers, magazines and books. As we become more aware of the need to disconnect, tablets offer us the opportunity to do so.
  6. Economics of the tablet: This is one of the centerpieces of any tablet planning discussion, so develop strategies and form partnerships. But, most importantly, create content that users will pay for.
  7. It is to your publication’s benefit to have a presence on the tablet. Get there fast!
  8. Find the unique, value-driven element of your publication that will open the door to the tablet. That first app will impact your readers, extend your brand and give your team the laboratory it needs to take the first baby steps.
  9. Keys to early success: make it local, personal, needed, exclusive and simple. Don’t be afraid to experiment.
  10. It is part of the responsibility of every innovative tablet team to identify creative ways to take print to its next stage of evolution. A stronger, enhanced and respected print edition is the mother’s milk of the tablet.