Peter Kafka

Recent Posts by Peter Kafka

Rupert Murdoch Gives Guests a Sneak Peek of Tomorrow's "Daily" Tonight. Here's What They'll See.

The Daily makes its official debut tomorrow morning, at a press event at New York’s Guggenheim Museum.

[CLICK HERE FOR LIVE COVERAGE OF THE PRESS EVENT]
But a select crowd will get to see the iPad newspaper tonight, at an equally notable Manhattan location: Rupert Murdoch’s apartment, where the News Corp. CEO is hosting a “low key” cocktail party.

Although News Corp. owns this Web site, my email invite to tonight’s pre-launch launch event hasn’t arrived, and I’m told it never will. The company hasn’t offered me a peek at the Daily, either.

But at this point I’ve still got a pretty decent sense of what Murdoch’s guests will see this evening, and the rest of us will see tomorrow: A newspaper that’s both old-fashioned and cutting-edge.

People who have gotten up  close to the the Daily describe a digital paper where many of the news stories look just like news stories you’d see anywhere else.

Others will look more like iPhone apps, featuring interactive graphics or videos, or photos you can swipe, pinch and zoom–with perhaps almost no text at all.

And there’s more! There’s no 3-D video yet, though it’s on the agenda. But there will be an audio feature so you can have stories read aloud to you. And there’s a crossword puzzle! And Sudoku!

A Daily-watcher who thinks the thing is amazing compares it to the Daily Prophet, the magical newspaper read by Harry Potter and his wizard pals.

More jaded observers tell me it’s more or less what they’ve seen in existing iPad magazine apps, particularly Hearst’s Popular Mechanics and Condé Nast’s Wired. The big difference is that those magazines come out monthly, and the Daily will get beamed to your iPad… daily.

Still, the most striking thing about the Daily has nothing to do with any technical bells and whistles. It’s Murdoch’s insistence that he can sell a digital newspaper app to consumers trained to expect that digital news is what you get on the Web, for free.

The Daily is almost defiantly anti-Web: It will have a free site, with a grudging sample of perhaps 10 percent of the newspaper’s stories, but that’s it. While Web news sites increasingly focus on aggregation and filtering of other people’s content, the Daily will focus on making its own stuff, even though plenty of other people are already doing it.

And while News Corp. officials have tried to argue that the Daily isn’t a newspaper but something else, it is most definitely produced using a newspaper model: Six sections, written once a day–the Daily team is particularly excited about its sports coverage–and delivered in the wee hours of the morning.

The Daily will allow for some midday updates, but it’s really designed to land with a digital thud on your virtual doorstep, just like the newspapers Murdoch has loved all his life.

Murdoch will charge 99 cents a week for a subscription, and he’s certainly going to get some takers at the start, especially since the Daily will be free for the first two weeks after tomorrow’s launch.

Which will be a noisy one. The press will give it plenty of free promotion, and News Corp. will augment that with a digital ad campaign, in addition to offline marketing donated and/or bartered from other Murdoch properties. Perhaps there’s a way to mention it once or twice during Sunday’s Super Bowl broadcast on Fox.

Much more important will be the endorsement from Apple, which is using the Daily to roll out a new “push” subscription feature.

Apple CEO Steve Jobs, who was supposed to appear onstage in San Francisco with Murdoch to bless the launch, will send content boss Eddy Cue to New York tomorrow instead.

That’s still Apple’s seal of approval, though, and I can’t think of another time the company has so conspicuously blessed a single third-party product. That alone will be enough to prompt an enormous number of people to try it out.

Remember that Apple already has a customer base of  some 125 million iTunes users–if you do want to buy this thing, you won’t need to pull out a credit card. A few button clicks will do.

The real question, of course, is how many people are going to pay for the Daily a month down the road, when the buzz is gone. And there’s no way to guess at that when you get your first look at the thing. No matter when that happens.


comments so far. Add yours.

  • Anonymous

    There are a lot of things about Murdoch that I don’t admire but I’m impressed that at his age and with his experience he’s still pressing into the future. So many industry veterans are pulled kicking and screaming into the digital realm because they lack the vision to see that the model that’s familiar to them, as comfortable as it may be, just won’t make sense for long. Whether successful or not, The Daily will be an important stepping stone to the future of journalism and for that Murdoch should be applauded.

  • Anonymous

    For now I say The Daily has a reach of 125 million iTunes accounts minus non-US accounts. I still hope it will be internationnally available.

  • http://twitter.com/Andrew_Holleron R. Andrew Holleron

    Any chance that tomorrow’s event could be cancelled or delayed because of the NWS winter weather advisory? We’ve already seen how well NYC handles the snow this winter.

  • http://mediamemo.allthingsd.com/ PKafka

    Pretty low chance, I’d say. For one, note that NYC just received a second helping of snow equal to the amount that shut it down in December, and did just fine. Also, note that this storm isn’t supposed to be nearly as bad for New York. Also, pretty much everyone who needs to be at tomorrow’s event is already in NYC. Also, they can’t delay it anymore.

  • Anonymous

    Good scoop! To me, the most interesting part will be seeing how much value is really left in proprietary news content.

    As a side note, I do find it a bit funny that you stated that “The press will give it plenty of free promotion.” Aren’t you a part of that (as evidenced by this article)?

  • http://mediamemo.allthingsd.com/ PKafka

    Well yes, I’m absolutely one of the people who are providing free promotion for this one. It’s unintentional, and a side effect that comes from writing about a topic that people care about, but it’s definitely real. More to come tomorrow, when I dutifully live blog the Daily’s unveiling (if wireless networks cooperate).

  • http://www.facebook.com/people/Jeff-Silverman/1634666325 Jeff Silverman

    Peter
    I read everything I can get my hands on Apple; including what you and your colleagues write; so thanks. i am impressed you answer stuff– so a few points- – we never know what Apple has up their sleeve and we all worry about arrogance vs. smart moves (not given the lately but given the long past)- – the news today about forcing purchases through Apple combined with the daily and its use of new technology- makes it appear Apple is either very sure or gone very “cocky”- – thoughts?

  • Anonymous

    Ah, Sudoku! It always surprised me that News Corp. didn’t add Sudoku to The Wall Street Journal. That seemed like a missed opportunity. There’s still time to fix that, but . . .

    . . . it’s good they are adding Sudoku to the flagship online publication. Dear Abby would be a plus, also. You can’t go wrong with comics and a horoscope. Also those Jumble puzzles.

  • http://mediamemo.allthingsd.com/ PKafka

    I don’t know what to make of today’s Apple news, frankly. Hoping to learn more.

  • Anonymous

    Wow, that dude sure seems to be on the ball lately. Wow.

    http://www.privacy-tools.au.tc

  • http://911essentials.com Aunt Bee

    “No one ever went broke underestimating the intelligence of the American public.” ~ H. L. Mencken

  • http://pulse.yahoo.com/_4EGJLMUSCMZDBTNVAKAJWWS25Y robertm

    Transforming the “newspaper” to the Internet. Sounds good but what matters is the CONTENT. MSM delivers “their” news which is just filtered news. The disdain for this is a large part of the internet driven news. News orgs have a conflict of interests with the stories they cover if expose news which they are a party to.

  • Anonymous

    One suspects we are 2-3 years away from the “Real Deal ” !
    Since Micro chips are getting far smaller and far more powerful as well . Doubling now every 5 years in Capacity .
    Battery power is still in the primal stages .
    Just as GM with 40 Mile a hour electric Volt .
    On Cold days 27-31 Miles on a charge .

  • Anonymous

    I still don’t understand why I should pay for news when it is freely available on the net from a multitude of sources.

  • http://pulse.yahoo.com/_FIGVSCMBAJC5YF5EESYGSRMLWU Reggie

    I will not start making Mr. Murdoch even richer. There are plenty of alternative news sites. I know all the major news sites are desperate to start charging us to read from their servers but I refuse to join any pay site and I am not alone.

  • Anonymous

    Just a way to herd and collect money. JIMHO Boycot em. If they can’t live off the adds then walk away. jimho

  • Anonymous

    Don’t get me wrong I love my iPad, but I’m still trying to understand the whole iPad Newspaper thing!. . . I get all my new free from the BBC online via my phone?. . . and another thing. . .has anyone tried carrying an iPad around all day, not exactly something you can just put in your pocket, its not to bad for the girls, but us guys are going to have to start carrying handbags or have suits or jackets that look lob sided, or we can all start wearing combat trousers!!

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