Part masterclass and part strategy workshop, a Tablet and App Summit during the World Publishing Expo includes case studies to answer the big questions of mobile publishing.

Do traditional print readers want their news on tablets? How can publishers benefit from the mobile ad explosion? And how can they take advantage of consumer multi-media practices – print in the morning, smartphone while commuting, and tablet in the evening?

The questions frame the summit being held on October 7 and 8 during the Berlin event. Part masterclass and part strategy workshop, it will include case studies on user experience, mobile business, advertising engagement, design and storytelling in the tablet era.

Speakers include:

• Audra Martin, Vice President for Advertising and Operations at Economist Digital;

• Espen Olsen Langfeld, Managing Editor of VG Mobil;

• Paul Field, Editor and Associate Editor of Mail Plus and Mail on Sunday;

• Thomas Schultz-Homberg, Head of Electronic Media at the Frankfurter Allgemeine Zeitung.

Valérie Arnould, WAN-Ifra business editor for emerging digital platforms and business development, says the aim has been to cover the most pressing issues regarding mobile platforms – how to 'make' traditional print readers want to read their newspapers on mobile tablets? How those mobile platforms can get their right share of the mobile ad explosion? And how to better incorporate the context of usage – morning the print, commute the smartphone and evening the tablet – to improve 'products'.

“That is especially relevant with the younger generation,” she says.

More than 300 exhibitors and 8000 visitors are expected at the World Publishing Expo, details of which are at http://www.wan-ifra.org/ifraexpo2013



The 6th Tablet and App Summit is one of five separate ‘premium conferences’ being offered in Berlin during the Expo. Others are the 12th International Newsroom Summit, and three Shaping the Future of News Publishing (SFN) forums – on Digital Printing Strategies, Harnessing Audience Analytics and New Revenue Streams.