Tablet/Mobile Strategies and Visions for News Organizations

Ideas Research

Workshop Schedule

Thursday, September 29th
1:00 p.m. — Introductions: Portland Room

1:15 p.m. — How Do Tablets Fit Into Newspapers’ Mobile

Speaker: Steve Yelvington was founding editor of Star Tribune Online (later rebranded in Minneapolis in 1994 and built it into one of the top-ranked newspaper sites in the world. As executive editor and network content director for Cox Interactive Media, he supervised a nationwide network of city sites. At Morris Communications, he led site design and development operations that yielded more Digital Edge and EPpy awards than those of any other newspaper company. He now concentrates on long term vision, strategy, and innovation for Morris Digital Works.

2:15 p.m. — Integrating Tablets Into a Paid Digital Strategy
Speaker: Chris Peck is the editor of The Commercial Appeal in Memphis. Peck joined The Commercial Appeal as editor in December 2002. He oversees all news and editorial operations for the Scripps-owned newspaper, which was founded in 1838 and is the oldest continuously operated business in Memphis. In the year before moving to Memphis Peck spent a year as the first Belo Distinguished Chair of Journalism at Southern Methodist University in Dallas. He helped launch SMU's convergence journalism program. Before his adventure in academia, Peck was editor of The Spokesman-Review in Spokane for 19 years. In Memphis, Peck and his team are incorporating mobile applications into an integrated paid digital strategy that includes iPad, iPhone and Android apps. The plan involves all departments, Scripps corporate resources and a series of outside vendors and was drafted and executed in less than a year.

3:15 p.m. — Networking Break

3:30 p.m. — Designing Newspaper Editions for Tablet Users
Speakers: Claus Enevoldsen and Mike Schmidt: Claus is a Senior Marketing Manager at Next Issue, a joint venture formed by Conde Nast, Hearst, Meredith, News Corp., and Time Inc. The company was formed to develop, market and deliver interactive, digital editions of magazines and newspapers optimized for digital devices. Previously, he was Director of Marketing at Freedom Interactive, a division of Freedom Communications, supporting seven broadcast stations and 33 daily newspapers, including The Orange County Register. He led and executed Freedom’s mobile and tablet strategies, including developing The Orange County Register’s iPad app. The app is decidedly different from other news apps with a sharp focus on creating a lean-back experience targeted at an audience younger than the traditional newspaper reader.

Mike is an art director at the recently launched, iPad-only news publication The Daily, where he collaborates with a talented team of reporters, editors, artists, designers, illustrators, videographers and photographers. Though busy with the daily production of this unique news source, Mike continues to work on select Web, video and motion design projects with several friends through his studio, Mohawk Street. Mike’s background as a specialist in visual communication and multimedia spans 11 years working in various industries, including commercial, broadcast, public relations, education and journalism.

5:00 p.m. — Overview of the 2011-2012 RJI-DPA Tablet

Speaker: Roger Fidler is the RJI program director for digital publishing and director of the RJI Digital Publishing Alliance. Roger will provide DPA and ASNE participants with an overview of the 2011 DPA research and development projects relating to the iPad and other media tablets.

5:30 p.m. — Adjourn

6:00 p.m. — DPA/ASNE Reception and Dinner: Over/Under Bar & Grill, 911 Washington Ave. 

9:00 a.m. — Mobile & Tablet Research Roundup

Speakers: Regina McCombs (Poynter Institute Faculty) and Roger Fidler (RJI Program Director for Digital Publishing). What we know about mobile users — maybe: Regina will synthesize the research on mobile from Nielsen, Pew, comScore, Google, RJI and a host of other studies to sort through what’s holding up over time and what’s contradictory. Roger will also release the latest survey results from the DPA's iPad/Tablet Research Project. His summer survey is the first to track user behaviors and news consumption trends on the iPad as well as all other comparable media tablets worldwide.

10:00 a.m. — One (+) year out: What we’ve learned so far about mobile and tablet news
Panelists: Steve Dorsey (Vice President for R+D at the Detroit Media Partnership), Chris Courtney (Mobile Product Manager for Tribune Media Group), Ray Marcano (Senior Manager, Strategic Initiatives, for Cox Media Group’s Digital and Strategy Team}, and Steve Yelvington (Morris Digital Works). A frank and open moderated panel discussion with leaders from around the country about mobile and tablet news products and what we've learned so far. This will offer best practices, anecdotes, tips and tricks, successes and failures sharing what we've learned about reader habits, platforms, app store approval, marketing your mobile content, staffing and production strategies.

11:00 a.m. — Designing Personalized Tablet News
Speakers: Mark Johnson (CEO of Zite, Inc.) and Joey Marburger (Mobile Design Director for The Washington Post). Nicolas Negroponte's 1970s prophecy of "The Daily Me" is now here. Dozens of organizations from traditional media to start-ups are now creating unique, customized tablet news experiences that embrace the tablet as a personalized publishing platform. This session will discuss what has been learned so far, how to design and develop these experiences effectively on tablets -- especially when managing infinite potential content sources -- and what metrics are the best indicators to track and personalize the content. Also find out what pieces of this strategy could you apply to your organization and how can you better format your content to get shared and targeted to interested audiences.