I hear that the tablets, or should I write the slate , will save the press, who never stops trying to reinvent itself. At the time of the iPad2 , presented yesterday, "a quintessential product upgrade" and the launch of the news of Rupert Murdoch, The Daily solely on the shelf last month (February 2), it seemed interesting to analyze the possible exploitation of this new medium by the press, as we did for brands. . Speaking of bars as a revolution, it seems a share placing too much importance to a tool and also neglect the role of media owners in managing and marketing of their titles. But the opportunity is there, certainly, with an approach that is consistent with the use of readers, not too late, but not too innovative either. Timing is key.

The 3 models operating tablets by La Presse

I see three trends emerge from various applications launched by media groups, grouped in the diagram below.

• "The Print Like" which offers little value and is presented as a paper copy paste the template. A choice made by the Wall Street Journal and The New York Times. To discover later in the post.

• Applications called "Rich Media Application," which are ergonomically adapted to different types of content: text, pictures and videos as do the 20 Minutes or the Parisian. More explanation below.

• The model Tablet / iPad only "a very new trend since they are made exclusively for the magazine format tablet. Rupert Murdoch, CEO of News Corporation, with the Daily and Richard Branson, CEO of Virgin, with the Project (launched November 30, 2010) were the two instigators of this trend.

The iPad, Xoom Motorola, Samsung Galaxy Playbook Blackberry etc. bring real innovation and opportunity related to:

• the possibility of an economic model fee
• a revolution in the use ergonomic, easy, attractive
• a target user for the general public (women, children, seniors), not "geek", "specialist" or "business"
• grip in the lounge and not in an office, like reading a newspaper

To use these points, see our pre-cited study .

The press can rely on this tool to introduce a new model. Three distinct trends exist simultaneously at this time on the market and simply reveal, and it makes sense in this digital farwest, hesitations and experiments media groups.

"Print Like" operation only limited potential tablets

The concept is to take the newspaper in full by adapting the format tablet
For example, the Wall Street Journal and The New York Times.
Little value in this model, which is often free.

Some magazines also offer a PDF option, the minimum in terms of navigation.

Ability to access any page of the newspaper, the scroll quickly through a navigation bar.

A model chosen by Liberation, Le Monde or Le Figaro by. This video on the design of the application of Figaro shows very clearly the navigation facilities.

Wired, which was the first to embark on the iPad has the same terms. An interesting video on the design of the application to be discovered below. It is interesting to note that in April 2010 distribution via the iPad has exceeded sales of the magazine newsstand (80 000/month in April 2010).

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Rich Media, an optimal use of shelf

A model adapted to the presence of diverse types of content including text, photos, videos. He develops and makes them more accessible to the user.

A selection of presentation that makes Le Parisien and 20 Minutes, interesting even if small optimization in terms of navigation would be welcome.

Tablet only, entrepreneurial operation tablets

The ambitious Richard Branson and Rupert Murdoch magazines created specifically for the tablet format. A copy of the Project (Branson) is sold at $ 2.99 iPad, the magazine offers entertainment, economy, culture ... The International Daily (Murdoch), is free the first two weeks of downloading the application, and costs the user $ 0.99 per week or $ 40 per year. The success of his attempts would still be confirmed.

Such is the case of the result of sales of the magazine Wired on the iPad, three times lower than the launch this summer, which shows that the attempts of the press on the shelves are still experimenting it will strengthen.

The standard press applications are still not established, the users are themselves still in the process of appropriation of this new tool. The competition is open to one who will propose principles of navigation and ergonomic more in tune with the expectations of users.