Let’s think about the future of storytelling rather than newspapers

Just before the INMA Oxford Tablet Summit Forum4Editors talks to John Einar Sandvand, digital media strategist at the Norwegian news company Aftenposten, about tablets. Sandvand will be one of the speakers on the table summit. He also writes the digital media blog BetaTales.

Forum4Editors: Do you think iPad could be overrated – In the topic of tablets, Apple is the only brand we hear about?

John Einar Sandvand: I think iPad will have a profound effect on media consumption, just like iPhone completely changed the game for mobile phones. It is a spearhead for new media habits and in that respect it is not overrated. However, whether Apple as hardware and platform will be the big winner in the long run is too early to say. So far they have taken a very clear lead.

Is iPad the only future? Due to great marketing of iPad, do you think there is any room for other tablets? If so, will publishers have to adjust to every single tablet platform that will hit the market?

I am quite sure there will be room for other tablets and even e-ink based devices. The reason is that there are so many different user situations, and a single device cannot serve all of these needs perfectly. iPad, for instance, is too heavy for many types of use and works better as a mirror than an e-reader if you try to use it in your garden. But I agree with Roger Fidler that only a few platforms or app standards will survive, most probably Apple and Android. Hopefully we will also have tools that make it much easier to develop for the different platforms simultaneously.

Do you think tablets could really be called “the future for newspapers”? It is just another medium to read information from.

It is too early to say. But newspapers definitely should explore the possibilities offered by tablets. I think it is too limiting to just stay that it is another medium to read information from. Rather we should look at the new user situations and possibilities to interact with content in compelling ways that is being opened up for us. I believe we will see completely new media products which over time will offer less and less resemblance with the printed newspapers as we know them today. In that respect maybe even talking about “the future of newspapers” on digital platforms is misleading. Maybe we should talk about “the future of storytelling” instead?

Why would someone need a tablet if he/she can read the same information from their cell phones?

It is not just a question of reading information. Rather we should focus on different user situations and what are people’s needs in each one of them. Tablets are able to offer richer and more compelling experiences in specific user situations than other platforms, and that is why many will decide to buy such a device.

Would you call iPad a new space for designers to develop and show their skills?

For sure. Some of the reasons: The bigger and high-quality screen, how readers will use their fingers to navigate the content, integration of video and other forms of multimedia, how simple the device is and how it is perfect to use in a number of situations where you would not automatically bring your laptop.

We live in times when publishers need to cut costs. iPad seems to be the cost generator for publishers: the device itself, plus app developers, whereas producing information is still publishers’ core business. Where is the money in iPads? Can it make selling content easier for publishers? Where are the advertising possibilities?

We are all on unknown territory here. What we do know, though, is that financing quality journalism on digital platforms solely with display ads is not sufficient. That means we should put a lot of effort into experimenting with new business models. Personally I think iPad has the potential of being a very interesting platform for selling content. But I don’t believe in just copying what we are already doing in the newspaper. Instead we should try to create new content products utilizing the unique properties of this particular platform and new storytelling techniques. Advertising possibilities are many and will only be limited by creativity. However, to make full use of the potential, including personalized ads, publishers should think about how they can stay in control of the customer relationship, and not leave it all to Apple.

Do you think iPad / tablets era will further weaken print newspapers/magazines? Or likewise, will they help prolongue their life?

In my opinion one of the biggest challenges for newspapers is that their near monopoly over specific user situations is becoming weaker by the day. Take the breakfast situation as an example. A major advantage for the newspaper has been that it is so convenient to use while enjoying your breakfast. Now this “situational dominance” is becoming weaker: Less people actually eat breakfast, many have TV in their kitchen, they bring the laptop to the table or check the news on smart phones. Tablets will be one more platform moving into the breakfast table challenging newspapers advantage of “unique convenience”. The same happens in other user situations. So yes, tablets will further weaken the position of print newspapers.

Is Aftenposten experimenting with iPads already? How advanced is this stage?

Aftenposten has for more than a year studied closely the development of e-reading, including tablets. We expect to offer products both for iPad and other digital platforms.

Thank you very much.

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