Journalism & Advertising in Tab World: It’s Not Windows Anymore, People. It’s Doors.

Written on May 26, 2011

Example of true tablet-formatted journalism’s article, Combining Video and Typography, shares this very nice bit of photojournalism. (Thanks also to Mac Logue who shared it on FB) I think it’s interesting that the poster notes that William Hereford, the creator of this well-made piece, is “onto something.” I can almost see the writer stroking the chin… eyebrows raised. Bottom line: if we haven’t all seen this coming for a while now, we’ve not been paying attention.

Welcome to journalism 2.0. Now, put on your Ad Hat for a minute. Realize this:

The ad space in a tablet-formatted magazine has changed.

It’s a doorway now, not a window.

If you invite people through this ad doorway you better reward them for visiting. You can’t simply share with them a run-of-the-mill television “spot” you already had in the can. Doing that completely misses the opportunity. On the other hand, if you deliver something relevant and of value, you will do far more to cement the relationship you’re trying to build. Relevance and value are in the eye of the pad-holder, but some ideas to consider:

1. The obvious: a coupon (groupon).

2. The less obvious: a geotargeted coupon that recognizes when the reader is in close proximity to where the coupon can be redeemed.

3. Video. Something people will want to watch for crying out loud. If you don’t know what that looks like, get somebody who does to help you. Ideally, it will be something people want to share. Great space for a movie trailer. Selling weather radios? Show a vid of one of these black fingers of God we’ve been dealing with lately, and make your case. And then, of course, there’s always more of the same sort of stupid-people-doing-stupid-stuff tripe that has owned YouTube for so long. But, for Pete’s sake, do something interesting.

4. So you’re advertising some beast new 1st person shooter game… demo the sucker right there in the ad space.

5. I know this is obvious, but it bears listing: drop the reader out of the tabmag onto a really rich landing page. Just make sure it’s a really rich landing page.

I’m just scratching the surface here. Bottom line: it’s time for your paradigm to shift about magazines. In a couple of years, we’ll be taking in most of our periodicals in RGB, not CMYK. Start thinking about the dimensions of the space you’ll be using. All three of them.

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