Now that local TV is starting to get hip to the possibilities of mobile news, it’s time to look at what can make an app stand out. The best apps are those that take content you have and present them in a new, engaging way. The worst? The apps that just list the stories you have on your website.
Let’s first remember the early days of the web. Local news sites were, essentially, repurposed content published in newspaper style. There wasn’t a web-centric reason for this. It was simply because newspapers were among the first news sites online and they stuck with the design they knew.
Now we have a strong idea of what works online. And the answer is… no one thing.
We are in the thick of the smart device revolution, and again we’re forced to examine how we present news. Many sites are simply hoping that their webcentric look will come across on the iPhone and other smartphones. But have you looked at your site on a smartphone? It doesn’t work – especially for those of us over 40 who are mourning our ever-diminishing ability to read small copy.
Other sites have taken the first step – translating their website into a smartphone-friendly site. This is a big improvement; it enables the reader to see the copy without sliding all around it. This doesn’t present a compelling interface, but at least it’s legible.
But tablet computing changes the game once again. And again, sticking with your traditional website doesn’t cut it. Tablets present us with an interesting hybrid possibility; they are too big for an iPhone-style listing of stories and too small for a conventional website presentation.
The early success stories in tablet computing are via those who build apps from the ground up, understanding what makes for a terrific experience. NPR, Epicurious, BBC News and USA Today have all looked at the user experience on tablets before building their apps, and it shows.
Do we know exactly how to engineer the best app possible? No. But we’re starting to get an idea of what presents a news and information experience that is rich and rewarding on the tablet. There’s a bonus to having a great news and information app: people have more reasons to stay longer. A great news interface presents a compelling experience when you “poke around.”
And yes, I know there is the pesky problem of money. But it’s far less expensive to produce an app than it was to build your site. There are ad opportunities on mobile, so it is positioned to be a money maker. And really, you don’t have a choice. Mobile and portable are the way to go now. We’re still early in the game, so you absolutely have the ability to beat your competitors.
Get moving. Go mobile.
