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The Daily show: PR pros embrace the first iPad newspaper


April 13, 2011

What happens when you merge the frequency of newspapers, the engagement of magazines and the immediacy of the Web?

The answer is TheDaily.com, according to News Corp.  The Daily debuted in February as the first national news publication with original content created each day exclusively for the iPad.  All Things Digital — a Wall Street Journal website also owned by News Corp. — reported that The Daily is also prepping delivery for Android.

The audience
During The Daily’s launch this past Feb. 2, News Corp. Chairman and CEO Rupert Murdoch said that the emerging tablet era is allowing publishers and journalists to completely reimagine their craft.  He added that 50 million Americans may own tablets by 2012.

Consumers are doing their part.  The iPad 2 went on sale in the United States on March 11.  According to The Los Angeles Times, analysts covering Apple said they believed that the company sold anywhere from 500,000 to 1 million iPad 2s during the opening weekend. More than 70 percent of the consumers were buying their first iPads.
“The Daily is innovating for the culture we now live in,” says Adrienne Bailey, account executive for Young & Laramore PR in Indianapolis. Her sentiment echoes what many have anticipated for digital journalism as social media and Web subscriptions have proliferated.

The format
The Daily is a digital publication model that evolves how stories can be told, consumed and pitched. It features 360-degree photography, HD video, interactive graphics, audio voice-overs and article sharing via Facebook, Twitter and email.  Twitter integration lets readers and the subjects of articles themselves immediately comment on and help expand stories. Subscriptions are $39.99 a year — roughly 11 cents per day.

The opportunities
The Daily’s always-on newsroom represents new potential for PR practitioners.

“The Daily will test our creativity in finding ways to get clients coverage,” says Jason Mollica, PR manager for Carr Marketing Communications Inc. in Amherst, N.Y. “A pitch can have many angles given the publication’s multimedia format and help The Daily deliver the enhanced experience it seeks to provide readers.”

All-digital publications will allow PR professionals to more liberally offer the video, text, audio, photography and graphics needed to sustain production schedules.

Meanwhile, the ability of PR professionals to create in-demand content needs to change more than their approach to offering it to digital publications such as The Daily.

“Although the medium is changing, my job as a communicator remains the same,” Bailey adds. “If you understand public relations,  journalism and relationship building, then the medium doesn’t matter.  That said, I must admit, The Daily is a welcome addition to the media landscape. I’m looking forward to working with them.”

Ryan Zuk, APR Ryan Zuk, APR, is a media and analyst relations professional, Phoenix PRSA Chapter member and Sage North America representative. Zuk can be reached @ryanzuk on Twitter. He also blogs at criticalmasspr.com.
Email: ryanzuk at gmail dot com



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