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Panpa Bulletin : November 2011
AdGate2 - the workflow solution that integrates and automates any booking system, any delivery method. Yep, any! AdGate is quite simply the most powerful workflow engine available, able to drive all of the manual tasks involved in receiving ads to integrate and automate virtually any workflow. Even better, AdGate2 can integrate any booking system and will ingest any job, whether receiving via Adsend, ftp, email or any other delivery method. Time to call Adsend, don’t you think? www.adsend.com.au 1300 798 949 Australia • New Zealand • USA • United Kingdom • France • South Africa www.panpa.org.au research says readers want graphics and videos 6 | NOVEMBER 2011 | The PANPA Bulletin text tough on tablets A STUDY by the world’s leading technology research company suggests people will read less on tablet computers, contradicting the belief and hope of many news- paper leaders. The findings question the widely- held assumption among some in news publishing that tablets, such as the Apple iPad, and smartphones will create a new business model. A Gartner study of 1569 respond- ents found 69 percent believed read- ing on a tablet was as hard or harder than reading a newspaper. Those who found screen text hardest were those with regular newspaper reading habits, or who read frequently from paper. The challenge, according to Gartner analyst Nick Inglebrecht, is that people are reading less text. Internet users were favouring “more image-based content”. “The media mix is going to change,” he says. “Articles are get- ting shorter, and text in all its forms is becoming less feature-length and more focused on graphics. More news content now is delivered through multimedia. “There is a progressive change because consumers will want it changed. “There will be people out there who want their full hit of text, but there will also be those who want more graphics, more video and shortened text versions of the news. World-renowned newspaper de- signer Mario Garcia disagrees. He is passionate about the future impact of tablet computers on news consumption and how it can revital- ise the news industry. Fairfax Media chief executive, Greg Hywood, supports Mr Garcia’s view. He told the recent PANPA Future Forum that one in six iPad owners in Australia had downloaded either The Age or Sydney Morning Herald app. “Don’t you just love them?” Mr Hywood asked his audience. “We certainly do.” Mr Garcia says the newspaper industry experienced a landmark moment on January 27, 2010, when the late chief executive of Apple, Steve Jobs, unveiled the iPad. “They come [to the tablet] to read,” proclaimed Mr Garcia. “For journalists, this is the best news you’ve heard. “I attribute it to the fact you never know how long the piece is,” he continued. “In print, people see the article and say: ‘I don’t have time to read this’. In the iPad – if you seduce me – I don’t know how many swipes I’m going to go.” Mr Garcia believes the prolifera- tion of the tablet computer, coupled with the iTunes Newsstand app, has created a “lean-back environment” that caters to feature articles and the rebirth story-telling. The tablet itself continues to be the hottest consumer technology. Worldwide sales this year are already 261.4 percent more than in 2010. More than 63 million units will have been sold by the end of December. Gartner believes 10 mil- lion tablets will be in the Asia-Pacific region. A total 11 tech companies will compete in the market. Market leader Apple will offer its own plat- form against Google’s Android Hon- eycomb, or Microsoft’s Windows 7 or the coming Windows 8. News organisations would have to wait for tablet computers to become ubiquitous before being able to re- cover costs and make profit from the early investments taking place now. “It’s going to take a while for the market to settle down,” says Gartner’s Nick Inglebrecht. Together with adoption patterns, many industry pundits are watching carefully the battle over patent and intellectual property ownership be- tween Samsung and Apple. In Australia, the Federal Court has moved to temporarily stop the sale of Samsung’s Galaxy Tab because of possible copyright infringements on Apple technology. Apple claims Samsung’s Galaxy Tab and Galaxy II S phone “slavishly” mimic the iPhone. A similar judgment has been made in Germany, where Samsung is now removing some of its features to get the Tab back on the shelves. Samsung is also suing Apple – this time in the American state of Delaware – claiming infringements related to technology being used in the iPad, iPhone and iPod. Last year, The Australian an- nounced a partnership with Optus and Samsung that promoted the newspaper’s iPad app on Samsung Tabs supplied to, or bought by, Op- tus customers. “Newspapers have to be cautious,” Mr Inglebrecht said, “they shouldn’t commit themselves to particular de- vices which may be obsolete within a year. “They really need to look at build- ing it into the overall digital strategy rather than focusing on particular devices.” Mario garcia at the future forum . . . ‘for journalists, this is the best news you’ve heard’ Nick inglebrecht . . . text on tablets harder to read than paper The iPad and its late creator, Steve Jobs . . . 63 million tablets on the planet by Christmas Trevor Allen NPA chain gets a polish A NEW newspaper brand has been launched across Sydney. Twenty tabloid titles displaying the identity, NewsLocal, have landed in their hundreds of thousands on lawns and doorsteps this week, replacing the Cum- berland Courier name. Cumberland was the first newspaper company Rupert Murdoch bought on the Eastern Seaboard as he sought to expand his business beyond Adelaide and Perth. The new logo and mastheads feature on all the group’s community newspapers, including its flagships, the Manly Daily and Wentworth Courier. A redesign includes colour-coded sec- tions to help readers navigate to their favourite sections more easily. The launch is complemented by a competi- tion that has A$100,000 of prizes to be won. The rebranding is the result of a 12-month research project. NewsLocal general manager John Webster said: “One word, local, kept com- ing up. “It’s what our readers and advertisers want – a truly local newspaper. “Local is so important to us that we’ve changed our company name.” He said NewsLocal was a “unifying sign of our commitment to local communi- ties”. Mr Webster said the project had a number of elements beyond a reader survey. Staff were consulted for their views on how the company should modernise. Reader groups were then formed to discuss fresh editorial approaches and re- designs that had been created in response to the initial research. Mr Webster said a “purpose, vision and values” statement was created for staff to ensure a complete understanding of the NewsLocal strategy. Its sister company in Melbourne, Leader Newspapers, already has the benefit of a uniform brand identity that reaches across its 35 publications with a consolidated cir- culation of almost 1.6 million. Mr Webster said he wanted NewsLocal to create the same impact in Sydney. Editor-in-chief Bob Osburn said the company had “redefined”its journalism as a result of the research. “We are committed to bringing more locals into our pages, more opinions, more faces and real information to help readers live their lives. “We will deliver hyper-local news, cov- ering streets and neighbourhoods, crime prevention advice, local employment, and the best places to eat, shop, play, celebrate and discover local,”Mr Osburn said.