Kai DiekmannPublishing Director BILD

How we Transform Europe’s Biggest Newspaper into a Digital Giant (hopefully)Digital GiantMediaMakers 2016 Moscow Russia

When traditional media companies complain about lagging behind, it’s like saying: „My children are so

badly brought up and behaved.“

You can't stop the waves,but you can learn how to surf.

Accept ! Analyze !! Attack !!!

A A A

FIRST

Accept !

You can't stop innovation.

In Germany, the circulation of printed newspapers has decreased from in 1983 to our current figure of .

30.1 million16.1 million

Most important news media for the 14-18-year-oldsmultiple choice possible

Quelle: Institut für Demoskopie Allensbach 201620040

20

40

60

80

%Internet

TV

Radio

Newspaper

Importance of the media for the opinion for the 14-19-year-olds

Internet

TV

Radio

Newspaper

in percent

20,9

11,3

49,1

18,7

15,9

27,8

41,2

15,1

13,5

41,0

37,8

6,82004 2010 2016

79 percent of all 12-17 year-olds in Germany have a smartphone

with internet access.

Day in Life of a mobile User, Worldwide 2016

Average Appsinstalled on Device

33

Average Number of Apps Used Daily

12

Average Number of Apps Accounting or 80% of App Usage

3

Time spent on Phone per Day: 4 Hours

Most Commonly Used Apps: Facebook, WhatsApp, ChromeSource: KPCB

In 2016, in the US alone, 85 cents of every new dollar spent in online advertising will go to Google or Facebook.

85 cents

Source: Morgan Stanley

US advertising revenue

Source: eMarketer

0

5

10

15

20

25

30

Google Facebook Others

2014 2015Billionen US-Dollar

SECOND

Analyze !!

9 out of 10 of the most successful internet companies worldwide come from the Valley …

LESSONS FROM SILICON

VALLEY

THIRD

Attack !!!

Before others cannibalize us, we’ll cannibalize ourselves.

„I don’t know whether the Axel Springer SE will still exist in five years“

CEO Mathias Döpfner in 2013

„I don’t know

You can’t use yesterday's way of working to build tomorrow’s solutions.

Percent of Total Media Consumption Time or Advertising Spending

Print0%

10%

20%

30%

40%

50%

Radio

Time Spent Ad Spend

TV Internet Mobile

TotalInternet Ad

=$60B

Of WhichMobile Ad

= $21B

4%

16%13%

10%

36%39%

22% 23%25%

12%

~$ 22BOpportunity

in USA

Fortunately, we are not paper merchants. BILD’s business

is journalism.

The best stories and the best pictures are useless if they don’t find their

way to the reader!

Innovate or die .

Newsroom 2002

Newsroom 2016

Say goodbye to perfection

Give people the information they want and need. At the right time.

At the right place.In the right format.

VIDEO PAUL

Younger users often have data plans covering only 500 MB a month.So we post videos in time slots when our audience is not at school but at home – and connected to WiFi.

We sent push notifications about football clubs at 7 in the morning and at 10 in the evening. We saw: The evening pushing was

23 % more successful.

20162007

Mobile visits account for more than 54 % of BILD’s traffic*

*Apps incl.; Average last 6 months Source: IVW / Webtrekk

Mobile

Desktop

Mobile Visits compared with our rivalsIVW October 2016 (in millions)

91

61

FocusDesktop

SpiegelDesktop

183

156

BildDesktop

BildMobile

2x3x

iOS Apps

iPhone, Apple Watch & iPad Android Apps –

Smartphones & Tablets Windows Apps

Smartphone & Tablets

BILD BUZZ

BILD meets Snapchat

BILD Instant Articles

Leading social networks worldwide as of April 2016ranked by number of active users (in millions)

Skype Baidu Tieba

TwitterInstagram

TumblrQzone

WeChatQQ

Facebook MessengerWhatsAppFacebook

300 300

320400

555

697853

900 1000

1590

640

Source: Statista

For users their favourite TV shows are as important to them

best friends.as their

Futtern

529.924Friends

The better we are at addressing a target group and an emotion that this group can share, the higher their engagement.

TV channels are now experiencing the disruption print publishing houses experienced 10 years ago. Today print publishing houses are the ones who are doing the disrupting.

These days, with a smartphone for 250 Euros and an internet connection,I can be my own TV channel.

BILD PERISCOPORT

video views for BILD on Facebook live a month.150 million

BILD DAILY

BILD 360° Video

So what have we learned about video so far? 1) The right formats (square, portrait format) increase visibility in the feed.

2) The video must work without sound (80-90% watch without sound)

3) The perfect video is 30-40 seconds long.

4) Show the best image first! (Viewing decisions are made in the first three seconds)

5) No one-way broadcasting! Users want to interact.

Do you rememberwhen people used to say that news has to be free, because nobody would pay for it on the internet?

A paying user generates 15 times the revenue of that generated by an ad-financed user.

BILD.de free

€ more revenue15 x

Subscription excl. revenues from advertising

€€€€€€€€€€€€€€€

In the future, exclusivity will mean telling a story in a unique, unmistakable way. People must want to read it on our platform.

We have to redefine exclusivity.

unmistakable way.unique,

Los Angeles

38 m.Total Reach

Visits Daily reach Monthly viewing timeper month in m. UUs per day in m. per user in min.

Focus.de Focus.de Focus.deBILD.de BILD.de BILD.de Spiegel.de

153,7

196,7

294,3 4,04

2,58

46,0

26,0

9,0

Spiegel.deSpiegel.de

3,28

+91 % +57 % +411 %

1 m.

1,1 m.

1,2 m.

1,3 m.

1,4 m.

7 9 11 13 15 17 19 21 23 25 27 29

TWITTER FOLLOWER

50000

62500

75000

87500

100000

7 9 11 13 15 17 19 21 23 25 27 29

INSTAGRAM FOLLOWER

200000

212500

225000

237500

250000

7 9 11 13 15 17 19 21 23 25 27 29

YOUTUBE SUBSCRIBER

1,5 b.

1,825 b.

2,15 b.

2,475 b.

2,8 b.

12.201501.201602.201603.201604.201605.201606.201607.201608.201609.201610.2016

FACEBOOK IMPRESSIONS

0

3000

6000

9000

12000

1 3 5 7 9 11 13 15 17 19 21 23

SNAPCHAT FOLLOWER

3 m.

3,75 m.

4,5 m.

5,25 m.

6 m.

12.201501.201602.201603.201604.201605.201606.201607.201608.201609.201610.2016

FACEBOOK PAGE LIKES

CW

CWCWCW

Disruption is a process,not an event.

„Credit is never granted based on the past alone.“Karl Lagerfeld

What is the value of journalism?

What is the value of journalism?

TRUST.

спасибо

kai.diekmann@bild.de

@KaiDiekmann