E-papers for mobile devices – or how a local media company goes cross-media
In the digital age, even a media company like J.C.C. Bruns in Germany needs a consistent multi-channel and multi-product strategy, if it wants to survive. Even though its traditional flagship Mindener Tageblatt (est. 1856) only operates in a local market. For us, the traditional print channel remains the most important information and advertising medium – in terms of both business and brand management. And yet the conventional core competences of content procurement, preparation, processing and sales require continuous qualitative improvement. Simultaneously, one must generate consistent digital products that meet users’ needs. All the while making sure all channels and product levels (print and digital) are linked in a smart way.
What Mindener Tageblatt is delivering?
- a high-quality print paper that ensures a convincing service by combining high-quality content with an excellent look and feel;
- a digital equivalent of the daily paper that can be consulted, if possible, on all common screen formats and on all common mobile platforms. This ensures a wider distribution on top of other benefits one expects from a digital medium;
- a clearly structured, user-friendly and fully operational website for all screen formats (especially all mobile platforms) that breaks the latest news and provides digital extras, such as live coverage, video, audio, interactivity etc.;
- a web-accessible digital archive of (if possible) all print and digital content that has ever been published;
- a social media strategy (blogs, Facebook, Twitter, Instagram, YouTube etc.) that redirects to the core products – newspaper and website – and the various target groups in order to manage the brand while generating traffic and publicity;
- extra digital channels or products to boost traffic, brand management or attract specific target groups (Digital Signage, apps)
As mentioned earlier, the mobile use of information will only gain in importance. The website and e-paper with added functionalities should not only work – both technically and figuratively – on notebooks, but also on smartphones and tablets. The jury is still out, however, on the question whether a distribution on devices with a smaller display (e.g. smart watches) can be done in any user-friendly way.
For its mobile e-paper+, the Mindener Tageblatt relied on Eversify right from the start. The decisive factor was the fact that the print workflow is 100% automated. For newspapers with limited production resources like the Mindener Tageblatt, this is crucial.
We’re now ready to take it a step further, based on our key learning experience with Eversify. The new Eversify kiosk structure will enable us to integrate the newspaper, website, special products like magazines and advertising supplements, along with the digital archive into one ePaper+ app (iOs and Android). It will enable us to reduce the work, as we’ll no longer produce our (augmented) PDF edition and HTML5 edition separately. All in all, we hope that the new design of our app and e-paper will drastically reduce the previous complexity of the digital product workflow. Above all, we aim to improve our products’ structure. Make it even more user-friendly, not to mention convincing.
Mindener Tageblatt, editor-in-chief and publisher
J.C.C. Bruns, Minden