THE MOST SUCCESSFUL MAGAZINE MEDIA INNOVATION IN THE WORLD - - PowerPoint PPT Presentation

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the most successful magazine media innovation in the
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THE MOST SUCCESSFUL MAGAZINE MEDIA INNOVATION IN THE WORLD - - PowerPoint PPT Presentation

Jan 23, 2023 275 likes •1.48k views

THE MOST SUCCESSFUL MAGAZINE MEDIA INNOVATION IN THE WORLD CASES FROM 12 MONTHS OF RESEARCH & LESSONS FROM OUR GLOBAL CONSULTING WORK THERE IS A CLEAR WAY FORWARD TO REBUILD THIS BUSINESS BASED ON DIGITS AND ATOMS INNOVATION

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THE MOST SUCCESSFUL MAGAZINE MEDIA INNOVATION IN THE WORLD

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CASES FROM 12 MONTHS OF RESEARCH & LESSONS FROM OUR GLOBAL CONSULTING WORK

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THERE IS A CLEAR WAY FORWARD TO REBUILD THIS BUSINESS BASED ON DIGITS AND ATOMS

INNOVATION MEDIA CONSULTING
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FROM PROGNOSTICATION TO PRESCRIPTION

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5 KEYS TO SUCCESS

ALL ROUTES TAKE YOU THROUGH ONE OF THESE ROADS

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  • 1. MOBILE

IS THE DOMINANT PLATFORM

  • 2. VIDEO

THE DOMINANT MODE

  • 3. NATIVE ADVERTISING

WILL BE THE DOMINANT VEHICLE

  • 4. PROGRAMMATIC

WILL BE THE DOMINANT METHOD

  • 5. EVENTS, E-COMMERCE

WILL HELP REPLACE LOST PRINT REVENUE

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ALL THESE MUST BE PART OF THE NEW BUSINESS MODEL MIX

INNOVATION MEDIA CONSULTING
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5+3

key innovations

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MICRO- PAYMENTS

1

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MICROPAYMENTS ANSWER MEDIA’S TOUGHEST “WHAT IF” QUESTIONS

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  • You could read all the

journalism you care for in one place You would only need to register once to read all

  • f what you do want

“WHAT IF”

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  • You would only pay for

the articles you were interested in and actually read and liked You wouldn’t be pressured to subscribe

“WHAT IF”

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  • You wouldn’t be

bombarded by ads You’d get your money back if you didn’t like the storY

“WHAT IF”

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ENTER BLENDLE

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  • ALL MAJOR DUTCH

NEWSPAPERS & MAGAZINES

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  • 400K

REGISTERED USERS TWO-THIRDS UNDER AGE OF 35

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  • ESTIMATED 5,000

NEW USERS/MO. ONE IN FIVE TOP UP THEIR ACOUNTS

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  • AVERAGE ARTICLE

PRICE = €0.20 AVERAGE REFUND REQUEST = 10%

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  • GERMAN LAUNCH W/

ALL DAILIES BUT ONE GERMAN BETA TEST: USERS TOPPED UP ACCOUNTS 5x HIGHER

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AND …

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“It’s money from people who weren’t paying for journalism before.”

“”

— Blendle founder Alexander Klöpping Klöpping

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“My friends had never paid for music and movies, until Spotify and Netflix.”

— Blendle founder Alexander Klöpping Klöpping

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“And with Blendle, they’re paying for journalism, often for the first time in their lives.”

— Blendle founder Alexander Klöpping Klöpping

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PUBLISHERS AND BLENDLE SPLIT THE REVENUE, 70% GOING TO THE PUBLISHER

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OUTSIDE OF THE NETHERLANDS & GERMANY: The Washington Post, The New York Times, The Wall Street Journal, and The Economist

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ANOTHER MICROPAYMEN T CASE: The Winnipeg Free Press here in Canada

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LOSING PRINT CIRCULATION

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THEY DISCOVERED WHERE FORMER SUBSCRIBERS HAD GONE

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THEIR MOST AVID ONLINE USERS WERE PEOPLE WHO’D LET THEIR SUBSCRIPTIONS LAPSE

“”
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SO, THE ‘FREEP’ LIMITED ONLINE READERS TO THREE STORIES IN THEIR LIFETIME!

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READERS MUST REGISTER THEIR CREDIT CARD, PAY 27 CENTS PER STORY

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THEY GET BILLED AT THE END OF THE MONTH, UP TO THE PRICE OF AN ONLINE MONTHLY SUBSCRIPTION

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IT’S WORKING

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“We get a couple of dozen new casual readers sign up every day and are selling a substantial number of articles every day online”

— Free Press publisher Bob Cox

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ANOTHER EXAMPLE

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CoinTent

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TWO TO FIVE TIMES MORE PAYING READERS than publishers draw with subscriptions

— Bradley Ross, Founder and CEO

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55% PURCHASE ANOTHER ARTICLE

— Bradley Ross, Founder and CEO

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READERS ARE GETTING MORE COMFORTABLE PAYING DIGITALLY

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MOBILE FIRST

2

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WHAT IS THE BEST STRATEGY FOR A MOBILE MAGAZINE? DON’T HAVE A MAGAZINE MOBILE APP…

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IS YOUR WEBSITE RESPONSIVE?

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GOOD FOR YOU, BUT …

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THAT ISN’T ENOUGH ANYMORE

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AS HOCKEY GREAT WAYNE GRETSKY ONCE SAID:

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“DON’T SKATE TO WHERE THE PUCK IS!”

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“SKATE TO WHERE IT WILL BE!”

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IN OTHER WORDS, RESPONSIVE IS SO YESTERDAY

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READERS NO LONGER JUST WANT YOUR WEBSITE TO LOOK NICE ON MOBILE

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READERS WANT A MOBILE EXPERIENCE THAT DELIVERS ON THEIR MOBILE EXPECTATIONS

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AND THAT DELIVERS USING THE UNIQUE POWERS OF MOBILE

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MOST OF US DO NOT DO THAT; MOST OF US ARE PLAYING CATCH-UP

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TODAY, YOU MUST BE MOBILE-FIRST

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WHY?

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“CUSTOMER EXPECTATIONS HAVE CHANGED”

— Andres Wolberg-Stok, Citi Global Head of Emerging Platforms

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“This is a mobile mind shift, not just ‘mobile first’. It is a complete change in the psychology of consumers”

— Forrester Research senior vice president Josh Bernoff

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“WHAT LIES AHEAD ISN’T JUST A MOBILE- READY CUSTOMER EXPERIENCE.”

— BRIAN SOLIS, ALTIMETER GROUP

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MOBILE-ONLY IS BECOMING THE NEW STANDARD

— BRIAN SOLIS, ALTIMETER GROUP

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MOBILE IS 62 % OF TOTAL DIGITAL TIME SPENT IN U.S.

— Comscore 2015 Mobile App Report

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MOBILE IS EMERGING AS A SELF-CONTAINED EXPERIENTIAL PLATFORM

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FOR EXAMPLE: FACEBOOK DIDN’T JUST MAKE ITS DESKTOP SITE MOBILE-FRIENDLY

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FACEBOOK DESIGNED A COMPLETELY UNIQUE MOBILE EXPERIENCE SUITED TO SMARTPHONES

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FACEBOOK ALSO DESIGNED AN ENTIRELY NEW ADVERTISING PLATFORM TO MONETISE THEIR UNIQUE MOBILE EXPERIENCE

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NOW MORE THAN 50% OF THEIR REVENUE IS FROM MOBILE

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SO DO NOT, REPEAT DO NOT, BUILD YOUR MOBILE EXPERIENCE ON YOUR LEGACY FOUNDATION

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THAT WOULD BE ITERATING NOT INNOVATING

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THAT WOULD BE INCREMENTAL CHANGE NOT INNOVATION

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READERS WILL PUNISH YOU

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THEY WILL JUMP TO A COMPETITOR WHO BETTER UNDERSTANDS THE MOBILE EXPERIENCE

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YOU MUST PUBLISH CONTENT THAT IS UNIQUE TO MOBILE

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ON A UNIQUELY MOBILE SCHEDULE

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  • 7 AM: Prepare me for the day

9 AM: Make me feel connected 11 AM: Help me follow a developing event Noon: Improve my lifestyle; help me plan 3 PM: Update me on what I’ve missed 4 PM: Empower me to appreciate

  • r take part in an event

9 PM: Entertain me

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WITH A UNIQUE MOBILE TEAM THAT “GETS MOBILE”

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AND THEN, GET READY FOR WEARABLES!

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GET READY, TOO, FOR LOCATION- BASED NOTIFICATIONS!

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YOUR ADVERTISERS AND YOUR READERS MAY BE READY BEFORE YOU ARE!

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NEW, LOW-ENERGY SIGNALS, LIKE APPLE’S iBEACON & SAMSUNG’S PROXIMITY, ARE OFFERING IN-STORE MOBILE CONNECTIONS

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HALF OF THE TOP U.S. RETAILERS ARE STRATEGISING AROUND IN-STORE BEACONS TO IMPROVE THE SHOPPING EXPERIENCE

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ALREADY, 20% OF AMERICAN ADULTS OWN A WEARABLE…

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MEDIA HUBS - CULTURE

3

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INNOVATION IS NOT IMITATION

INNOVATION MEDIA CONSULTING
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WE ARE NOT GOOGLE OR FACEBOOK

INNOVATION MEDIA CONSULTING
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WE DO STORY TELLING, JOURNALISM, NOT ALGORITHMS

INNOVATION MEDIA CONSULTING
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EXPERIMENTATION YES… BUT SORRY, FAILURE IS OVERRATED

INNOVATION MEDIA CONSULTING
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WE KNOW ENOUGH ABOUT WHAT WORKS TO EMBRACE AND IMPLEMENT

INNOVATION MEDIA CONSULTING
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INNOVATION DOES NOT HAPPEN IN A VACCUM

INNOVATION MEDIA CONSULTING
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INNOVATION DOES NOT HAPPEN BECAUSE YOU HIRE DIGITAL NATIVES OR CREATE INNOVATION LABS

INNOVATION MEDIA CONSULTING
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INNOVATION HAS TO PERMEATE EVERYTHING, EVERYWHERE AND EVERY ONE

INNOVATION MEDIA CONSULTING
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INNOVATION MUST START AND END ON THE EDITORIAL FLOOR

INNOVATION MEDIA CONSULTING
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HOW DO YOU REORGANISE TO DO MORE GREAT THINGS THAN EVER

INNOVATION MEDIA CONSULTING
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TO INNOVATE, YOU MUST CHANGE:

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ORGANISATIONAL STRUCTURE WORK FLOWS ARCHITECTURE JOB DESCRIPTIONS STAFF MIX CULTURE

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YOU MUST INTEGRATE YOUR TEAMS

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YOU MUST REWARD RISK-TAKING

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HE WHO NEVER MADE A MISTAKE NEVER MADE A DISCOVERY

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YOU MUST FLATTEN YOUR ORGANISATION

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YOU MUST GIVE DEVELOPERS, DATA ANALYZERS, & VISUAL JOURNALISTS A PLACE AT THE PLANNING TABLE

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…WHAT REALLY MATTERS IS JOURNALISM, EDITORS WILD IDEAS AND CRAZY PEOPLE

INNOVATION MEDIA CONSULTING
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…EDITORS WHO FOCUS ON: GREAT WRITING CONSTANT REINVENTION PICKING UP NEW GADGETS WITH BOTH HANDS

INNOVATION MEDIA CONSULTING
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FEAR IS THE MORTAL ENEMY OF CREATIVITY CREATIVITY IS THE FUEL OF INNOVATION INNOVATION IS YOUR GUARANTEE TO SUCCESS

INNOVATION MEDIA CONSULTING
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IF YOU ACCEPT CHANGE YOU NEVER GROW OLD

INNOVATION MEDIA CONSULTING
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CHANGE IS WHAT WE DO AT INNOVATION WE ARE ENABLERS OF CHANGE

INNOVATION MEDIA CONSULTING
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THE GLOBAL EXPERTS IN HELPING MEDIA COMPANIES INNOVATE

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IT’S TIME TO INNOVATE

INNOVATION MEDIA CONSULTING
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THANK YOU!