perspectives from a publisher - digital migration: the good, the bad & the new

The Festivalof MediaLatAm 2011

Perspectives from a Publisher Digital Migration: the good, the bad & the new

Manoel LemosGeneral Digital Directormlemos@abril.com.br

14.Oct.2011 @ Miami

The Good

The GoodBrazil and its Media are Booming

The GoodBrazil and its Media are Booming

The GoodBrazil and its Media are Booming

The GoodBrazil and its Media are Booming

still

The GoodBrazil and its Media are Booming• demographic bonus // next 20 years

Before After1990

88,4 million 60.3%

1,5 2 1 0,5 0 0,5 1 1,5 2 1,5 2 1 0,5 0 0,5 1 1,5 2

2050

138 million 64.1%

Male Female Male Female

15 -

64

yrs

0 -

15 y

rs

65+

yrs

still

The GoodBrazil and its Media are Booming• advertising market & spending are growing

USA vs. Brazil 2002 = 100

100 100 102 111 108

140 111

197

116

235

294

119 114

349

99

343

101

430

2002 2003 2004 2005 2006 2007 2008 2009 2010

BRAZIL USA

still

The GoodBrazil and its Media are Booming•media is under expansion // titles & circulation

+14% 2005 2006 2007 2008 2009 2010 Magazine Circulation (In million copies)

387 401

390 411 420

442

+29% 2005 2006 2007 2008 2009 2010

NUMBER OF MAGAZINE TITLES HAS INCREASED

3,651 3,657 3,833 3,915 4,432

4,705

still

The GoodBrazil and its Media are Booming• circulation is not subsidized // readers are paying

30$ / yeartotal access

242$ / yearprint edition

3.4 million 1.1 million

still

The GoodWe are a digital nation!• #4 computer market in the planet• 74 MILLION internet users (40% penetration)•220 MILLION mobile phones (11M smartphones)• 30 MILLION Facebook users• 14 MILLION Twitter users

The GoodWe are a digital nation!• #4 computer market in the planet• 74 MILLION internet users (40% penetration)•220 MILLION mobile phones (11M smartphones)• 30 MILLION Facebook users• 14 MILLION Twitter users

mobile?

The GoodWe are a digital nation!• #4 computer market in the planet• 74 MILLION internet users (40% penetration)•220 MILLION mobile phones (11M smartphones)• 30 MILLION Facebook users• 14 MILLION Twitter users

mobile?

lots to improve!

The GoodPlenty of opportunity for publishersand content creators!

The GoodPlenty of opportunity for publishersand content creators!•PUBLISHER

The GoodPlenty of opportunity for publishersand content creators!•PUBLISHER•SEGMENTED publisher

The GoodPlenty of opportunity for publishersand content creators!•PUBLISHER•SEGMENTED publisher•MULTI-PLATFORM media company

The GoodPlenty of opportunity for publishersand content creators!•PUBLISHER•SEGMENTED publisher•MULTI-PLATFORM media company• 360° media company

The Bad

The Bad

The Bad

168only

hours per week

The New

New currency for a new customer!

The New

New currency for a new customer!•CONTENT is still king...

The New

New currency for a new customer!•CONTENT is still king... ...but it’s NOT ENOUGH!

The New

New currency for a new customer!•CONTENT is still king...•BRANDS still rules...

...but it’s NOT ENOUGH!

The New

New currency for a new customer!•CONTENT is still king...•BRANDS still rules...

...but it’s NOT ENOUGH!

...but it’s NOT ENOUGH!

The New

New currency for a new customer!•CONTENT is still king...•BRANDS still rules...•physical distribution & logistics...

...but it’s NOT ENOUGH!

...but it’s NOT ENOUGH!

The New

New currency for a new customer!•CONTENT is still king...•BRANDS still rules...•physical distribution & logistics...

...but it’s NOT ENOUGH!

...but it’s NOT ENOUGH!...dahh?

The New

New currency for a new customer!•CONTENT is still king...•BRANDS still rules...•physical distribution & logistics...•printing facilities...

...but it’s NOT ENOUGH!

...but it’s NOT ENOUGH!...dahh?

The New

New currency for a new customer!•CONTENT is still king...•BRANDS still rules...•physical distribution & logistics...•printing facilities...

...but it’s NOT ENOUGH!

...but it’s NOT ENOUGH!...dahh?

...humm?

The New

New currency for a new customer!•CONTENT is still king...•BRANDS still rules...•physical distribution & logistics...•printing facilities...

...but it’s NOT ENOUGH!

...but it’s NOT ENOUGH!...dahh?

...humm?

User Experienceis Key!

The New

The NewAre you already a tech company?

The NewAre you already a tech company?•user EXPERIENCE is deeply tied to product DESIGN

The NewAre you already a tech company?•user EXPERIENCE is deeply tied to product DESIGN•DESIGN is not just how it looks, it’s HOW IT WORKS

The NewAre you already a tech company?•user EXPERIENCE is deeply tied to product DESIGN•DESIGN is not just how it looks, it’s HOW IT WORKS•HOW IT WORKS depends heavily on TECHNOLOGY

The NewAre you already a tech company?•user EXPERIENCE is deeply tied to product DESIGN•DESIGN is not just how it looks, it’s HOW IT WORKS•HOW IT WORKS depends heavily on TECHNOLOGY• you must not OUTSOURCE your BRAINS

The NewAre you already a tech company?•user EXPERIENCE is deeply tied to product DESIGN•DESIGN is not just how it looks, it’s HOW IT WORKS•HOW IT WORKS depends heavily on TECHNOLOGY• you must not OUTSOURCE your BRAINS

Technologyis the Engine!

The NewComplexity will be your partner!

The NewComplexity will be your partner!• try to KEEP THINGS as SIMPLE as they can be

The NewComplexity will be your partner!• try to KEEP THINGS as SIMPLE as they can be• you’ll find lots of HIDDEN COMPLEXITY on the way

The NewComplexity will be your partner!• try to KEEP THINGS as SIMPLE as they can be• you’ll find lots of HIDDEN COMPLEXITY on the way•CHOOSE YOUR PLATFORMS carefully

The NewComplexity will be your partner!• try to KEEP THINGS as SIMPLE as they can be• you’ll find lots of HIDDEN COMPLEXITY on the way•CHOOSE YOUR PLATFORMS carefully• be ready to BE SURPRISED (very often)

The NewComplexity will be your partner!• try to KEEP THINGS as SIMPLE as they can be• you’ll find lots of HIDDEN COMPLEXITY on the way•CHOOSE YOUR PLATFORMS carefully• be ready to BE SURPRISED (very often)

Embrace Complexity Now!

Complexity

iComplexity

iA simple idea in April, 2010...

Complexity

iA simple idea in April, 2010...• let’s put VEJA on the iPad!

Complexity

iA simple idea in April, 2010...• let’s put VEJA on the iPad!•what could possibly go wrong?

Complexity

iA simple idea in April, 2010...• let’s put VEJA on the iPad!•what could possibly go wrong?

Complexity

iA simple idea in April, 2010...• let’s put VEJA on the iPad!•what could possibly go wrong?

+

Complexity

iA simple idea in April, 2010...• let’s put VEJA on the iPad!•what could possibly go wrong?

+ =

Complexity

iComplexityLots of complexity on the Way!

iComplexityLots of complexity on the Way!•EXTRA WORK with 2 layouts (landscape & portrait)

iComplexityLots of complexity on the Way!•EXTRA WORK with 2 layouts (landscape & portrait)•EXTRA WORK with multimedia (video & audio)

iComplexityLots of complexity on the Way!•EXTRA WORK with 2 layouts (landscape & portrait)•EXTRA WORK with multimedia (video & audio)•EXTRA WORK with programming (interactivity)

iComplexityLots of complexity on the Way!•EXTRA WORK with 2 layouts (landscape & portrait)•EXTRA WORK with multimedia (video & audio)•EXTRA WORK with programming (interactivity)•EVOLVING technology

iComplexityLots of complexity on the Way!•EXTRA WORK with 2 layouts (landscape & portrait)•EXTRA WORK with multimedia (video & audio)•EXTRA WORK with programming (interactivity)•EVOLVING technology•APP STORE approval chess

iComplexityLots of complexity on the Way!•EXTRA WORK with 2 layouts (landscape & portrait)•EXTRA WORK with multimedia (video & audio)•EXTRA WORK with programming (interactivity)•EVOLVING technology•APP STORE approval chess•DOWNLOAD times & NETWORKING issues

iComplexityLots of complexity on the Way!•EXTRA WORK with 2 layouts (landscape & portrait)•EXTRA WORK with multimedia (video & audio)•EXTRA WORK with programming (interactivity)•EVOLVING technology•APP STORE approval chess•DOWNLOAD times & NETWORKING issues

And that was just the OK chapter!

iComplexityAnd then it got ugly...

1title

iComplexityAnd then it got ugly...

×

1title

2orientations

L P

iComplexityAnd then it got ugly...

× ×

2platforms

1title

2orientations

L P

iComplexityAnd then it got ugly...

× ×

2platforms

×

5OS versions

1title

2orientations

L P

iComplexityAnd then it got ugly...

× ×

2platforms

×

5OS versions

1title

+

2orientations

L P

2form factors

4:3 16:9

iComplexityAnd uglier...

All That

iComplexityAnd uglier...

×All That 20titles

iComplexityRealy ugly!

×All That 20titles

iComplexityRealy ugly!

×All That 20titles =

100s of appsdeveloped, tested,

approved, supported, etcjust in 2011!

The NewOne key resource to handle all that

The NewOne key resource to handle all that

TALENTED

The NewOne key resource to handle all that

TALENTEDPASSIONATED

The NewOne key resource to handle all that

TALENTEDPASSIONATED

EMPOWERED

The NewOne key resource to handle all that

TALENTEDPASSIONATED

EMPOWEREDMOTIVATED

The NewOne key resource to handle all that

TALENTEDPASSIONATED

EMPOWEREDMOTIVATED

People!

Lab

LabAbril

LabAbril

+Agencies

LabAbril

+Agencies

+Advertisers

LabAbril

+Agencies

+Advertisers

CreativesiOS Developers

Android DevelopersHTML5 Developers

DevicesTools

iba

iba an agnostic platform to sell and distribute digital content on any format and for any device

We’ll have fun!

Thanks!

Manoel LemosGeneral Digital Directormlemos@abril.com.br