How can journalists, newspapers and other media use NFC?

The iPhone 5 that is rumored to be announced Oct. 7 that is rumored to be for sale Oct. 15 is rumored to include NFC.

I know I'm getting ahead of myself, but I think it is worth discussing ideas of what media can do with this new technology.

But first…What is NFC?

  • A way for two things to communicate with each other - generally prompted to communicate by tapping.
  • On one end: you have an initiator. A sticker-like mini transformer that posses content (much like how QR codes posses content).
  • On the other end: you have a target. This would be the iPhone 5 possessing an NFC-enabled chip.


In English?

  • You go to Starbucks and pay for your latte by bumping your iPhone to the cash register.
  • You go to board the Metro and bump your iPhone against a box to pay to board.
  • You go out to dinner with friends and split the bill. Your friend pays the bill directly and you bump phones with them to transfer your share of the payment over.
  • You go on a tour of the Grand Canyon and to learn more about the canyon you tap your iPhone to a sign.
  • You see a postor for a new movie at the theater and you tap it with your iPhone to watch the trailer.
  • You go to the grocery store and you see a deal on a product, you tap the product's sign to download the coupon and, when paying, you tap the cash register to transfer the coupons.


So, how could this be applied to media?

How could this apply to newspapers, websites, radio and TV stations? Here's a few of my random ideas, and I'd love to see your ideas!

  • Include NFC tags in every Sunday newspaper (probably once, because this could cost a lot of money) and the tags send people to a special advertising experience.
  • A company puts kiosks or posters or bus shelter ads throughout the community (on the streets, in shops) and they all include an NFC tag sending people to more information based on the ad.
  • If the company is a large sponsor/partner with a local pro sports team: for 1 game add postors or have fliers available throughout that include an NFC tag that sends people to your organization's mobile site/app for your coverage on the team.

More resources on NFC:

How to better serve mobile news audiences

The needs and wants of mobile audiences (feature phones and smart phones) are different from those audiences who accesss our desktop site.

Here are the "8 unique mobile qualities" shared by Jason Grigsby.

  1. Personal. 63% do not share phone
  2. Permanently carried. 50% of people in the U.S. admit to sleeping with phone
  3. Always on
  4. Built-in payment channel
  5. Creative impulse
  6. Accurate measurement
  7. Social context
  8. Augmented reality

Based on that, and research on the Register's mobile audiences, here's a list of what YOU can do NOW to provide different and better content for mobile audiences.

  • When writing breaking news, first publish a headline and a sentence and THEN continue updating as we get more details. Do not only do updates from your regular sources. Include updates based on things your audience is saying that you can quickly fact-check. Put yourself in your reader's shoes and think about where they might be and what they might be.
  • Think beyond 9-5 M-F. Early mornings, nights and weekends used to be the low-traffic times for our audiences but those are the top times for mobile audiences.
  • Include more than just the regular text and links. If you link to a site with important information, check to see if the link works on mobile devices - and if not, if there is a different link you should add for just your mobile users. Don't just mention areas, mention the exit on the freeway or the block number or the closest big intersection. Include phone numbers so readers can touch to call a business or resource that you mention.
  • Do not hold new news at night or on weekends. Publish content when most relevant. Ask your desktop web editor to rerun last night's or last weekend's news on the homepage.
  • Build niche text alert streams. Remember to send them. Remember to tell your audience to subscribe.
  • Gather more content by using your smartphone: photos, videos, audio.
  • File quick updates from the field in breaking news situations (photos, story updates, quick-videos, quick-audio). For editors: Help your direct reports or colleagues on the desk-end by weaving together these updates and publishing.
  • Pay attention to your total digital traffic - not just your desktop web traffic. This will be the best, simple view of your overall traffic across all channels.
  • Turn on news and social alerts on your phone so you can be more in touch with your audience and your beat.
  • Add five super-related links on every story you write. These will go to all of our products.
  • Use your company's mobile products. Provide feedback. Tell your audience about our products.
  • Use other mobile products. Think of ideas for your company's mobile products.
  • When creating a new xxxx or changing xxxx make sure you talk with your mobile manager so the new content, design, workflow, change can work on mobile devices.