A how-to guide for digital publishing in a multi-screen world

Living in a multi-screen world-1

Recently, I was invited to speak at a conference for business journal publishers faced with a challenge all too familiar for print publications: How do we adapt and stay relevant in an ever-increasing digital world?

As part of the presentation, I laid out a framework to help shape publishers’ digital content strategy in a multi-screen world. I will go through the framework (Content TEPP) further down in this post.

Check out my full presentation here:

The digital revolution is inevitable. There is no turning back. The rise of smartphones, tablets, connected devices and the pervasiveness of social media means print will continue to decline. That doesn’t mean print will die (in fact, print is somewhat experiencing a come-back), but its importance and purpose will certainly change. Print will not be the end-all but one of many “screens.”

Depending on whom you address the digital revolution is either already here, or it’s fast approaching. And that’s the main challenge; we have two audiences to serve:

  1. The Digital Immigrants: The current audience of baby boomers currently enjoying a printed product but slowly getting used to the digital world
  2. The Digital Natives. (Hopefully) the future audience of young Gen X and Millenials who have never picked up a newspaper and instead grew up connected to the world via the Internet.

These two audiences consume media differently and they have different motivations and interests. Porting over your print content and “experience” to digital might work as an interim “migration strategy”, but it won’t cut it as a long term strategy attracting a new audience.

(For more details on this topic, check out Earl Wilkinson’s blog, where he, based on my presentation, muses over the differences between Natives and Immigrants)

Content TEPP: A digital content framework for a multi-screen world

With the Natives and Immigrants in mind and the realization that media consumption behaviors have changed, here’s a digital content framework for a multi-screen world:

digital publishing content framework

Type

Deciding on what type of content to produce is the most important part of your strategy. Of course. Forget mobile, forget digital and print. Your job is to deliver valuable content to your target audience, regardless of channel. Are the interests of Digital Immigrants and Digital Natives the same? Can your current content attract a new audience with vastly different interests? And how do you attract a new audience with new content without alienating your current audience?

Environment

Considering all the different screens, we need to understand the situation and context of our users. Then deliver and optimize content accordingly. It’s very different to sit down with a printed product and leaning back with a cup of coffee in the morning as compared to sitting on a bus with your smartphone and five minutes to spare.

multi-screen consumption by day part

Pace

Digital Natives want the right content at the right time. At their pace and on their schedule. Think about how many times you check your digital devices every day. Digital metabolism is much higher than print. The expectation is you’ll be updated, informed and entertained every time, whether you have five minutes or an hour to spare.

Packaging

Considering the Type, Enviroment and Pace, how do we package it all up for different screens while taking advantage of new digital tools not available in the analog world? Does the way we deliver content live up to the very high expectations of Digital Natives?

For a deeper dive, check out the case studies on Forbes, Yahoo News Digest and more in my presentation and learn how the Content TEPP framework applies in real-life.

New app Yahoo News Digest mimics newspapers – good or bad?

Yahoo News Direct

Yahoo launched a sleek new app yesterday that swims against the stream. Yahoo News Digest is a news app that curates, summarizes and neatly packages the top seven stories of the day. Well, twice a day. There’s a distinct morning edition and evening edition, and in between there’s a countdown timer that lets you know when the next edition goes live. A curated finite experience with a start and an end. Just like in the good old days of newspapers.

The result is stunning from both a design and content perspective. The app is slick, intuitive and pretty to look at. The stories include a nice summary, videos, twitter feeds, links to Wiki and other sources. It’s really a nice experience.

I’m a big believer in curation and giving the user a sense of closure versus the endless stream of content we are bombarded with on a daily basis. It’s satisfying to know you have finished something. We tried to do the same thing with the OC Register’s iPad app, where we focused on one finite evening edition. (That app has since been shut down, when new ownership came in.)

Another attempt to mimic the cadence of newspapers came from The Evening Edition, a project headed up by Miranda Mulligan, known among other things for her great design work at the Boston Globe. I just checked, and The Evening Edition appears to just have ended its run on Dec 31, 2013, so apparently that didn’t work out. So why is that?

What I’m a bit perplexed about with Yahoo News Digest, as I was for The Evening Edition, is why the artificial deadline for the morning and evening edition? For news, which is largely commodity, in a digital age where the metabolism is extremely high, people want the news on their schedule (five minutes in the bathroom, 10 minutes break in the afternoon, 30 minutes after dinner.) Why do they have to conform to an artificial deadline? For the OC Register, we felt our situation was different, because we were providing unique, local content.

Yahoo News Direct timer

Today’s lead story is about former Pentagon chief Robert Gates’ criticism of Obama over Afghanistan, and the package is neat. But it’s yesterday’s news. The biggest story of this morning is instead Chris Christie’s apparent ties to the traffic jam scandal in Fort Lee, but that’s nowhere to be found in Yahoo News Digest. Presumably it will be in the evening edition later today, but I’ll have to wait five hours to get it.

Well established news brands curate stories every day. Yahoo News Digest does too. The difference is Yahoo News Digest is sleek, includes great extras and it deliberately emphasizes the end. Other brands should and could learn from that. Then we’ll see if people are willing to wait for it.

How to reach Connected Consumers with Mobile and Social Marketing Tools

Today I had the pleasure of presenting to AAF Inland Empire as part of their Digital Marketing Series (thanks for the invite). I covered a topic that’s more relevant now than ever. How to reach Connected Consumers.

As I was getting ready to board the plane, I checked Twitter (again) and to hit the “relevancy-nail” on the head, the latest report from comScore popped up: Smartphone penetration is now at 62%. That’s 147.9 million people in the the U.S. walking around with a powerful computer in their pocket.

Mobile is not a discipline, it’s part of a lifestyle. A lifestyle that evolves around being connected through technology.

The presentation covers these topics:

  • Who the Connected Consumers are and why mobile and social marketing is so important
  • How Connected Consumers use mobile?
  • Overview of marketing tools to reach Connected Consumers: SMS/MMS, mobile web and responsive design, organic and paid social media
  • Easy steps to getting started with mobile

Click to view on Slideshare:

<div style=”margin-bottom:5px”> <strong> <a href=”https://www.slideshare.net/cenevoldsen/mobile-presentation-ce-compressed&#8221; title=”Reaching Connected Consumers with Mobile and Social Marketing Tools” target=”_blank”>Reaching Connected Consumers with Mobile and Social Marketing Tools</a> </strong> from <strong><a href=”http://www.slideshare.net/cenevoldsen&#8221; target=”_blank”>Claus Enevoldsen</a></strong> </div>

New iBook – iPad Design Lab: Storytelling in the Age of the Tablet

In the field of newspaper design, Dr. Mario Garcia is a bit of a legend. Having worked on more than 500 projects including working with some of the biggest news organizations in the World, such as Wall Street Journal, The Washington Post and Die Zeit, his experience and expertise is unparalleled.

As I started working on the OC Register iPad strategy, I became an avid reader of Mario’s blog. You see, Mario “got it” early on. He knew that the iPad would open new doors of opportunity and the time was ripe to start experimenting with this new and exciting canvas.

So, it’s very fitting what started as individual blog posts about iPad design now has become a full-fledged, multi-touch iBook (buy it in iTunes) dedicated to the exploration of tablet design for news apps.

Mario describes his book as a

“digital book for our times, whether you are a reporter, editor, designer, teacher, student, or just a tablet user with curiosity about strategies that lead to good storytelling in this marvelous new platform.”

Check out the intro video:

The book is chockfull of good information. Really, it should be required reading for anyone in news and content industries just starting to explore the tablet canvas. Mario covers these topics in the book: Storytelling, Navigation, Look & Feel, Pop-Ups, Advertising, Economics, and Media Quartet.

Of course, true to his tablet design beliefs, the book has an abundance of photo slide shows, audio and video files, hyper links, and much more. But the multi-media never get in the way of the written words. Fortunately, words still play an important part in the New World.

I’m honored to have contributed a case study for the book in the form of video interviews with my fellow colleagues at Next Issue on topics ranging from introducing Next Issue to talking about creating navigation paradigms for digital magazines. Case studies are a big part of the book by the way. And that’s great. We are all learning and experimenting together.

Congratulations Mario on a great and educational book! (Also congrats to Reed, who I know worked very hard as editor and art director on the book).

Buy iPad Design Lab in iTunes for $9.99 (you can get a sample for free too)

The Era of the Connected Consumer

I was invited back to my old stomping ground in the High Desert this week to speak about social media. Specifically, how to reach the new breed of Connected Consumers.

Preparing for the presentation, I made it real simple. I basically stole everything from Brian Solis’ great book: The End of Business as Usual. Ok, almost everything. At any rate, you should buy his book.

My presentation covered:

  • Connected Consumers – who are they?
  • The golden triangle of SoLoMo
  • The new purchase decision making process
  • How to acquire and retain customers with SoLoMo

Check out the full presentation on prezi.com

Get the Job with Social Media: How LinkedIn and Other Networks Can Help You Reach Your Career Goals

I was invited back to speak at Cal State San Bernardino this week. The topic: How can you leverage social media to your advantage in today’s competitive job market? I did a similar presentation last year, so I was happy to accept.

The beautiful thing about social media is that it’s evolving constantly. And if you have the finger on the pulse and you’re willing to play the game, then you can turn it to your advantage. Since last year, a new player has entered the field. Welcome to BranchOut, basically LinkedIn on Facebook. BranchOut has seen tremendous growth already; 4 people join every second. That’s 400,000 per week. Currently, there are more than 30M registered users. Still a far cry from LinkedIn, but who knows if and when BranchOut will reach the tipping point. Are you there, ready to seize the opportunity if they do?

In my presentation, I cover:

  • Tips on how to manage your career rather than just searching for a job
  • LinkedIn – basic and advanced features
  • Introduction to BranchOut

Check it out on Prezi.com:

7 Tips: How brands can succeed with social media

  1. This post is part of Next Issue’s coverage of SXSW Interactive 2012.

    Dave Kerpen, author of the book “Likeable Social Media: How to Delight Your Customers, Create an Irresistible Brand, and Be Generally Amazing on Facebook (& other social networks)”, gave an inspired talk at SXSW interactive.
    I caught up with Kerpen to get his take on what makes brands successful with social media marketing. And he answered the dreaded question: “What’s the ROI?”
  2. Share
    4 most important things to be successful with social media marketing – Dave Kerpen at SXSW 2012
    Sat, Mar 10 2012 14:59:34
  3. During his talk, Kerpen laid down the basics and gave the audience 7 tips: Continue reading

Must have apps for kids

A couple of weeks ago, I presented my must have apps. Now it’s my son’s turn. It’s only fair; he uses my iPad just as much as I do. Actually, he went somewhat viral at a young age based on this video (read the article here: PC World):

Viggo is now three and a half years old. We sit down every evening to pick out a book app to read. Here are his favorites. Please leave a comment and let me know which new apps we should pick up:

Below you will find descriptions and download links. The apps are sorted from most interactive to least. Each app passes my test for easy navigation that doesn’t interrupt the story: Continue reading

My must have apps for iPad

Ask me which apps I recommend for the iPad and I’ll talk passionately for hours (well at least 20 minutes) about the apps you simply cannot live without. I’m willing to listen too. As a matter of fact, the majority of my apps have come by way of recommendation from friends.

So, here’s the deal. I’ll share then you’ll share. Please leave a comment at the end and let me know what your favorite apps are.

The select few

Although I have filled all my 11 screens with apps (I don’t really like putting my apps in folders), I always come back to a select few. The same does my 3-year-old son, Viggo. The apps I use the most are clustered on a couple of screens and his are collected in another area. Let’s explore my favorite apps in this post. Then, for all the parents out there, Viggo will follow up with his favorite apps next week (read here). Check out links and descriptions below the image.

Continue reading