For the purpose of this blog post, I went out and got a new iPad. I know, I know… it’s a pretty weak excuse. Many of our clients are asking questions about the iPad, too, though, so it was time to dig deep and get a couple for work.
As soon as I got home, I downloaded The Daily, Rupert Murdoch’s digital news platform designed specifically for the iPad (announced yesterday). The experience is unique and really quite amazing. As an old newspaper guy, the only thing I missed was the smell of newsprint.
The features are a hybrid of both news, video and the web – and fully leverage the interactive features of the tablet. Many of the graphics on the publication are interactive, with videos and advertising carefully integrated. Rather than being obtrusive, the advertisements are simply part of the experience as you swipe between sections and pages. The size of the advertisements blow away all the constraints of banner advertising.
The Daily has the depth and quality of a magazine but is delivered daily like a newspaper and updated in real-time like the web. Great stories, photos, video, audio and graphics come alive the more you touch, swipe, tap and explore. The customized sports section allows you to follow your favorite teams’ scores, pictures and headlines — even players’ tweets.
What The Daily has achieved is a new, personalized news experience. We’re pushing many of our clients to do far more than simply making their site work on mobile and tablet screens. To fully leverage these devices requires more ingenuity… integrating pagination, swiping, video, and other interactivity. It requires a web producer that fully understands the platform as well as the user. (Yes, we know we haven’t made it there with our blog… we’re continuing to work on it).
This is important for marketers and blows the boundaries of the mediums we’ve leveraged in the past. The simple web to Call-To-Action (CTA) to landing page to conversion days are numbered. We’re going to exhaust users’ patience through stagnation and expected behavior. These devices make producing unique experiences infinitely possible… we just need some tools to catch up!
The Daily is available through Apple’s iTunes subscription service and via the iPad App Store for $0.99 a week or $39.99 a year. I don’t have any doubt I’ll be subscribing once my trial is up!