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.)