TAKEAWAY: Evening tablet editions are flourishing worldwide, but so is tablet used at other times of the day as well.
For many tablet users, best time to engage with news and information is in the evenings, while leaning back
It’s no surprise that tablets and evenings are a perfect match, or so it seems when you talk to tablet users who read news, and to newspaper marketing departments who watch these lifestyle trends closely.
We have seen evidence of the “lean back, lie on the sofa and get your tablet out” preference among tablet users. Now, there is a piece that gives credence to this, as shown through the evening tablet editions of three publications: O Globo a Mais in Brazil, AZ Today from the Arizona Republic and La Repubblica Sera in Italy.
As this piece states:
One of the key features of tablet usage, highlighted by a number of surveys, including one just last month by OnSwipe, is the high level of engagement later in the day. As Apple Insider reported just last week, the OnSwipe research showed that “traffic from mobile devices gradually grows throughout the day before peaking at 10”.
What the three tablet editions in article have in common….
While the term “magazine style” is used often through this piece, what the three evening tablet editions mentioned have in common is:
A different way of telling stories
Greater interactivity (pop ups) to engage users and their tablet
Content “curated” specifically for the tablet
Concerns with creating a product that can add a “bonus” when paywalls and subscription packages are presented to readers.
And one example anyone considering an evening tablet edition should be looking at is Denmark’s Berlingske, which has implemented a very successful evening edition, Aften, with the added bonus of pdf pages of the printed newspaper of the next day.
One more tip that is in order here: we are seeing more tablet use during the morning and the rest of the day as well, which may require curating content differently for different cycles.
The tablet is not just lean back. It has its lean forward moments and those are becoming more frequent.
More in TheMarioBlog about tablets and the lean back experience
Tablets: that lean back couch experience
http://garciamedia.com/blog/articles/ptablets_that_lean_back_couch_experience_p1
Creating a new tablet edition: newsy and pictorial may be the way to go
La Presse’s new tablet app: too lean back?
http://www.garciamedia.com/blog/articles/pla_presses_new_tablet_app_too_lean_back_p
Denmark’s Berlingske: here is tablet app that strikes the balance
The newspaper of tomorrow morning tonight
http://garciamedia.com/blog/articles/pthe_newspaper_of_tomorrow_morning_tonight_p