COVER STORY <
Colm Grealy, CEO, Digital Reach Group
Times and USA Today. Very soon a lot of the UK newspaper groups followed, and more recently The Irish Times, the Irish Independent and RTÉ have developed applications for the iPad. “What we’re seeing is a very different type of experience. The
iPhone was all about people on the move and snacking on con- tent. The iPad became much more of a sit-back, coffee-table type device, where a much greater emphasis is placed on richer con- tent. When we were developing the iPad app with RTÉ, the emphasis was much more on video content, on archives and being able to look up related stories. The application assumes you
have more time and plays to the strength and size of the screen.” As a result, he says, the media industry has been looking at
ways to use the richness of the iPad, combined with the App Store to create new revenue streams. “The richness of the iPad also allows for rich media advertising to be incorporated into the appli- cation, so you begin to see really nice ads that are almost like apps within apps. The ads themselves are almost part of the experience – movie trailers, full catalogues from companies like Ralph Lauren. So they are really expensive productions rather than the banner ad on a website.”
News, Views & Jimmy Choos
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