With news that Apple’s iPad will go on sale in less than a month, it’s time to get serious about sizing up the opportunity this new device presents to local media companies. There are more questions than answers at this point, with regard to the device’s overall impact, not just what it might do to local media. But there has been no shortage of optimism surrounding the potential this new form factor presents, especially for publishers. Brian Burke, director of mobile devices for Smashing Ideas, recently observed that the iPad will deliver a richer experience than web or mobile currently can, because of the video and interactivity. The lesson here: Print publishers need to look beyond the larger layout and hold-in-your-hands quality that reminds some of a magazine.
“These industries should take full advantage of this,” Burke wrote in a guest post on Techflash. “They’ve invested in their websites, but if those are falling flat (and for many they are), bring people back to the familiarity of having their publications in their hands with interactivity that serves a purpose.”
Advertising, of course, is the area where publishers would really like to see the iPad excel. Apple Insider reported that Apple is hiring a “Senior Interactive Web Developer” in Boston to develop a front-end Web user interface for the “development of compelling, interactive digital advertising experiences.” The lesson here: don’t make the mistake of forcing your already bloated web design, with its abundance of under-performing banner ads cluttering the layout, onto this new 9.7-inch screen. Take the opportunity to rethink how you display (and price and sell) local display ads online. Take a less is more approach and offer exclusivity to your early adopter customers, trumpeting the prestige factor of appearing on this new buzzworthy device.
Location-based services should be the next focus. Again, serving the same ol’ website to iPad users instead of taking advantage of the location-based ability of this new device will shortsighted. Since it appears questionable whether Apple will allow location-based access on the wifi version of the iPad, publishers need to start thinking about a native app to run on the iPad to unlock the potential of location. The lesson here: Both content and advertising should be location-enabled. This will greatly enhance the user experience, allow for social networking opportunities, and create more highly targeted advertising at much higher rates than have ever been seen on the regular web.
The iPad is here (almost). In 2-3 years, there will be several other competing devices (think back to 2007 when the iPhone was unveiled compared to now.) I’d recommend jumping in right now and throwing as much iPad spaghetti on the wall as possible. But I could be dead wrong. A “wait-and-see approach,” especially during this economic downturn when staffing levels are down, will likely be more prevalent in local media and, may turn out to be the smarter call.
What do you think about the iPad? All in? or Wait and See? (Circle the correct answer)
(NOTE: See what my LR brethren have already written about the iPad here. FULL DISCLOSURE: Burke is a friend of mine from college.)
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I see several reasons why companies should be embracing rather than dismissing the iPad. While I don't believe any product could live up to the hype that surrounded this release – there are some core things this product does that will enable us to fundamentally change the way we engage prospects, present solutions, and grow access to our content.
I am in total agreement that media companies have got to get on board with alternative points of access to their content – thinking way beyond the desktop will allow some of these companies that were late to the web game to possibly gain some ground back. The question is will they lead or will they wait around and let things happen to them again?
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I don't dismiss the iPad, but I'm not hyperventilating about it either. It's a niche device…more at http://bit.ly/b7OOEW
Well, the fact that any website will work on the iPad makes it easy to say “All in!” – although designing specifically for the device should drive better results (depending on the design).
It seems to me that a mid-sized screen with even half of Apple's usual appeal should be a good opportunity for local media to “build a better habit” for their content – http://netnewscheck.com/article/2010/03/05/1386
I'd consider the thing if it supported Flash. I don't really care what Apple's problem is with Flash, most video online is powered by it. Apple supports Flash on its computers – what's the bug up its butt with the iPhone and iPad? So Flash isn't loved by the inside cognoscenti – big deal. I'm willing to bet the HP pad will support Flash. Much more useful.
With all the power of the iPad for publishers to noodle how to harness, can we ditch the advertising already? Maybe flip it on its head and figure out ways to pay readers if they find themselves subject to such stuff?
A principal reason that touch screen devices do not support Flash is based on a common and maybe overused Flash interface method of hover which is different than click. Many Flash games and menu systems utilize this hover state to display fly out menus or to display hidden elements. This is not possible with a touch screen (how do you distinguish between sitting there and clicking?) Until there is a plan around this it is going to be difficult for any manufacturer or touch screen OS to support the infinite uses of Flash hover state in their devices.
@Brian – you make a very good point. Yet there are many sites where a simple tap of the “play” button works. I think Apple could have come up with a workaround if it had tried. But thanks for the education.
If I had that kind of money I'd get a used car.
I can use that. Why waste money?
Lol… I see it becoming a nothing more than an on-air prop at most local tv stations.
iPad App development : The world had MP3 players for years before Apple introduced the iPod and then everyone had to have one. The world had Smart Phones for years and then the iPhone came along and millions had to have one
There are a couple of apps that will show WiFi details and relative strengths.I have very favourable experience with Ipad for my daily routine tasks.The iPad seems like it would fill the bill.
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The impact the new Apple iPad will have on business will probably be really significant.I believe that a lot of people are looking at either the level of hype, or are trying to compare the iPad to a notebook.
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