Millions of people are getting information by reading it on their tablet. And, with the continued proliferation of mobile devices and content, millions more will soon be joining them.
The publications that are adding tablets to their content platforms aren’t just taking the text and putting it on a new device. Rather, they’re adding new visuals, multimedia components, and other bells and whistles that enhance the storytelling and user experience.
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Unlocking the Many Benefits of a Tablet Placement by Carm Lyman, Lyman PR
As digital media consumption has continued to evolve from the desktop to laptop to palm of hand, the functionality of tablets has created an unprecedented opportunity for content interaction and engagement.
Media outlets like The New York Times, Huffington Post, Wired, and Golf Digest have taken advantage of the technology, offering iPad and tablet editions to subscribers eager to consume media on the new platform. Often relying heavily on multimedia, the iPad and tablet editions have changed the way millions of Americans consume media.
What does this mean for PR practitioners? Most significantly, the depth we can add to a story just increased by orders of magnitude.
Just as Twitter and Facebook opened new, dynamic communications channels, news outlet apps for iPads and tablets present new opportunities to reach audiences. The demand for quality information remains as important as ever, it’s the presentation of information that has shifted.
This enhanced tablet experience requires a PR toolkit makeover that emphasizes multimedia. An extensive video and photo library, audio clips, and even the newest rage, infographics, are no longer luxuries, they’re necessities.
When it comes to pitching a tablet feature, the fundamentals still apply. Research the media outlet’s app and tailor your approach and assets to accommodate their style. Think of it this way: instead of pitching a story angle, explain how you can tell the story in a highly interactive format.
The digital world is a visual world and many readers now prefer to consume news via a slide show or video. Take a travel story for example. Rome can come to life in a video much more than the laundry list of “where to eat and sleep” traditionally offered in print. Rather than risk losing the audience over the course of a story, we draw them in further.
By offering the right content upfront you’ll help the journalist craft a more detailed story that will ultimately increase your levels of brand awareness and engagement.
At last count 25 million Americans owned a tablet. Publishers are clearly committed to this new format and journalists are experimenting with the right recipe to create audience engagement. As a consumer, this excites me, and as a PR practitioner, it’s clear this is the path we need to forge to make our stories really come to life.