Those of us who are children of television can remember the family oriented shows that would
always show the dad (whether it was Ward Cleaver, Ozzie Nelson or Jim Anderson) coming home from work, settling in the easy chair after dinner and opening a copy of the evening newspaper to settle in for an evening of catching up on the news.
That was life back in the ’50s, and in many ways Hollywood‘s dads reflected the habits of the average American. The U.S. was full of p.m. dailies to meet the information demands of the real-life Wards and Ozzies.
Then came the ’70s, and lifestyles changed. Evening newspapers died off like black-and-white TV as morning newspapers fit people’s lifestyles more.
Today, newspapers — and news organizations in general — continue to struggle to find a profitable way to meet the growing information demands as people turn to electronic media to satisfy their thirst for news.
When Apple introduced the iPad in 2010, we in the business looked at it as a game changer, but we weren’t sure just how it could change. Now, a year later, we’re seeing how people are using tablet devices, and the results may give news organizations hope in finding their way into the future.
1. iPad use among the early adopters tends to be more for leisure than productivity (counter to PC use). Most use their device while sitting on a couch or chair.
2. Use of the iPad trends high during the early morning (5-8 a.m.) and late evening (after 8 p.m.) hours, again contrary to other platforms.
3. iPad users spend more time with their device, and tend to read more long-form items.
4. iPad users tend to be more willing to pay for quality content.
Heavy use in the evenings? Users sit in easy chair or sofa? They spend more time on the device? Willing to pay for content?
Is the iPad creating a new generation of Ward Cleavers?
This is something newspapers in particular should take notice. It is a formula that worked 50 years ago, and maybe it’s time to develop p.m. editions for tablet platforms. Keep in mind that the experience as well as the content is what will sell your product, but it is something that worked before, and if readers are ready for it, it’s definitely worth trying again.
But you better hurry.
Ozzie’s waiting for you.