TAKEAWAY: A blog reader writes to inquire as to how he can determine if his regional newspaper and its editors are using the “media quartet” effectively. Here are some tips.
Illustration by Luis Vazquez, as used in The iPad Design Lab: Storytelling in the Age of the Tablet
One of our blog readers in Germany, Stefan, sends me this question:
We are a regional newspaper in the south of Germany and we believe that we really follow your concept of the “media quartet” quite satisfactorily, but some members of the team don’t agree. How do you know when you are using the media quartet concept well?
Dear Stefan, I would probably need more information about your newspaper to answer your question in a more precise manner. Thanks for following the media quartet concept.
First, for those who may not be familiarized with the media quartet: In today’s media environment, our audience wants to get information when it wants it, how it wants it, and that means that we must present that information via what I refer to as the media quartet—mobile, online, print and tablet.
As instruments in an orchestra, each platform has its unique characteristics, functions and potential, users move from one to the other with great ease, and sometimes use two of them simultaneously.
Our readers/users have become real pros on the ways of using these platforms. They may begin to read a piece in the printed newspaper, but realize it is time to commute to work, and continue the story on their smartphone, only to finish the same piece at their desk, on a computer. The process is seamless, as it should be.
At the heart of it all: storytelling. If storytelling is the protagonist, then the platforms are secondary.
Here are 10 ways to take advantage of the media quartet:
First: develop a philosophy for how your newsroom will handle the dissemination of information across four platforms.
Give this process a name and a face: there must be an editor at all times whose task is to decide how the story will travel across the media quartet.
Emphasize those smartphones which are key to the process: this is where news breaks. The first alert is usually going to be received on a phone.
Expand the story via online editions with frequent updates, providing the latest headline and information, more so than extended videos and photo galleries.
Both smartphones and online are lean forward platforms: we go to them all day long to keep informed. Go for the latest. Emphasize short texts, but update constantly.
The print and tablet editions are lean back—where users take off their shoes and get ready for more in-depth and analysis.
Print is very much a part of the quartet, but not the protagonist. Make sure the headlines do not sound like yesterday’s news. Write the second day headline on the first day.
For the tablet, emphasize multi sensory approaches: there must be audio, video, and longer narratives. But don’t neglect breaking news here either.
Remember that, with the tablet, you design for the brain, the eye and the finger. Keep the finger happy. Include pop up moments where user engages with the story.
The media quartet should also approach advertising in the same way. Have your advertising department sell advertising packages across the platforms.