"mobile strategies" presentation at aabp's summer conference, june 25/26, 2010, in...

Mobile Strategies

This is a test slide. There’s really nothing to see here. Please enjoy a pleasantconversation about the weather in Indianapolis with the

nice person next to you. Remember, don’t think of an elephant.Thank you.

Mobile Strategies

Modern Healthcare’s digital delivery methodology

Gonzo Schexnayder / Modern Healthcare / Crain Communications

The Way We Were

Content

Print

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The Other Container

Content

Print

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Containers

Content

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Systems

Content

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Devices

Content

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Tomorrow

Content

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Day After Tomorrow

Content

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Choices

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Who Moved My Cheese“The longer users use the web, the

greater the acceleration of the disruption they create.”

- “The Evolving User Paradigm,” Terry Heaton, AR&D, Thepomoblog.com, June 19, 2010

“An anthropological introductonto YouTube” - Michael Wesch

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Confusion

“…the internets”

“…the Google”

“Is our publisherslearning?”

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AP Research

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Ethnography Spring 2007Six cities18DiariesHome visits

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Insights

Depth

News Fatigue and Balance

Social Currency

Design new ways to see the news and new ways to find it.

Make deep, relevant stories more accessible, reduce duplication and bring closure.

Continuously fine-tune the process to make the news valuable to new readers.

Gonzo Schexnayder / Modern Healthcare / Crain Communications

Deer with Guns

“The deer now have guns. What do you do when the deer have guns? Get into the ammunition business.”

- Gordon Borrell, Borrell Associates

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New Model for NewsJune 2008Many Entry PointsConnect the News“1-2-3 Filing”Alert, Story, DepthNot your father’s

inverted pyramid

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Model for Communication

Summer 200924Ads are Good“0-1-2-3-4”0 = Social4 = Promise

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AP 2.0

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Modern Healthcare

197670,000C-Suite3024 in ‘09

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ModernHealthcare.com1998246k / 75k511k / 140kNo big changesMore paywallBetter navigationBetter linkingBetter SEO

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A Little Help

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MH Content GrowthPrint & WebplusVideoDigital EditionsWebinarsSocial NetworksKindleMobile

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Focus

“Why are we wetting ourselves over a million iPads when there are 140 million web-enabled phones out there.”

- Prescott Shibles, CEO, Vital Business Media, “Revenue Drivers for 2010,” ABM NY Regional Program

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Motivators

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MH Mobile9/09: 600Web-only NewsAuto-detectWeb registrationPrint, Newsmakers5/10: 2600iPhone: 2200

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Mobile Strategy

Mobile Strategy = StrategyCMS

Clean

Device AgnosticSEORSS

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Social Media

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Kindle 2

Model-T2 Million 70030/70 RSS Feed Weekly

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Why Kindle

Brand ExtensionLoyal AudienceSupplemental SubsFree WirelessSingle Function$189 on 6/21

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E-Readers

40+ePub6.6$99

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iPadTransformativeiKid3 Million iPadsNon-proprietary Safari 100 Million iOS B2C vs. B2B

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iP Apps

"I wouldn't run headlong into apps. .... It's like having a child. It requires constant effort. Build a better mobile website. You don't have to build for certain platforms. …180k [apps] in iTunes store. 140k don't know what they got themselves into." - Dave @ Mojiva.com

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What do my readers want?

AnalyticsVOCSurveysResearch

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The Way We ARE

Content It’s what we doIt’s our USPIt’s what readers want…everywhere

…including in print.

Gonzo Schexnayder / Modern Healthcare / Crain Communications

Going Forward

Content

BFF

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Container Agnostic

“We need to create it in a way and edit it in a way that we can pump it out to the people who can consume it in a way that makes sense and where we don’t have to do it differently for each different device.”

- Daniel Bernard, Chief Product Officer, WSJ, June 17, 2010 interview in BtoB

Gonzo Schexnayder / Modern Healthcare / Crain Communications

Thank you

Gonzo SchexnayderOnline General ManagerModern Healthcare312-649-5421gschexnayder@modernhealthcare.com

AP’s Ethnography Studyhttp://www.ap.org/newmodel.pdfhttp://www.NewCommunicationModel.org/

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