Mario R. García has worked with over 550 newsrooms worldwide, news presentation on all platforms: print, online and mobile. His so-called WED philosophy combines journalism, editing and design as basic principles for effective communication.
Magazines like Wired has found a niche. But, how to keep this interest over time. Even Wired sells less now than they did with the first edition of the iPad.
Time Magazine - tablet version combined with the regular subscription. Garcia believes this is not a good solution. One should, in his view, make the users familiar with a model where the content is available for a fee. The fee may, however, be small.
Tablets give an oportunity to bring back the magazines that have been previously published. Referring to Gourmet magazine, which has reoccured on the iPad. The highligts the importance of the archive. Earlier news reports and feature material can again be brought into play.
IPads 17 million sold - 82% of the market in the U.S.
Samsung Galaxy tab has 4% of the U.S. market
Mobile - Online - Print and tablet. Newspaper must have a presence on all four platforms.
Online and mobile have the advantage of being able to report immediately
Print and tablets is better for content with a longer time horizon
Believes print has a future.
http://www.scribd.com/doc/3562724/Hamlets-Blackberry-Why-Paper-Is-Eternal
Hamlet’s Blackberry - the paper’s advantage is that it allows the user to be disconnected from the Internet, both literally and not least mentally - “invites you two relax.”
Advertising Suite
- Ads as a independent content item
http://garciamedia.com/blog/articles/the_ipad_lab_creating_the_advertising_suite
http://en.paperblog.com/the-ipad-lab-creating-the-advertising-suite-15749/

Here is the Virgin Atlantic advertising suite in The Daily: notice the navigation bar at bottom, the presence of the brand, and the click and go That allows for the user experience two Aspects of the ad’s message.
Advocates that one should not give away something for free, but have a differentiated pricing model, ranging from affordable and up.
11-14 year olds and 75 + are two groups that have received iPad with great interest.
ipad is used after work, in people´s spare time
Read it Later
http://readitlaterlist.com/
http://readitlaterlist.com/blog/2010/02/introducing-read-it-later-digest/
iPad Users

The graph of When users are reading on the iPad shows The Biggest hour reading: personal prime time.
http://readitlaterlist.com/blog/2011/01/is-mobile-affecting-when-we-read/
Pop moments
Each 7-8 page must contain a clear offer of activity.
http://garciamedia.com/blog/articles/bild
Mini stories
Ten lines, which tell a small story.
Use photos

Must tell in a different way than what one does on paper. Visual, motion pictures and sound.
Templates that doe not change. Use landscape orientation for first page, vertical for content pages.

Above and Beyond - documentary app - learnt a lot from them, because they do not think like newspapers.
http://www.spd.org/2011/05/above-beyond-the-traditional-i.php
Four things must be in place
- How to tell stories on tablets. What must a journalsit learn. Do we have good photos and video?
- Advertising and marketing people must be on the team
- Technology. Which solutions will be useable. How to filter information
- How to get paid
Requires the most creative people. 23 years old, recently graduated, and who do not remember life without Google. Connect these people with experienced reporters
Locate the people with talent. Who has potential.
Organize workshops. Use two days to work out a visual sketch. Develop fast, new versions of weeks.