This document is confidential and is intended solely for the use and information of the client to whom it is addressed.

Taking Your B2B Publication Mobile

The digital and mobile marketplace is fundamentally changing the publishing industry

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112.5 million US adults are expected to own a tablet in 2016 (Forrester, March 2012).

Tablet adoption has gone up by 400% in the past year (Nielsen, June 2012).

Users spend ~14 hours per week with their tablets (Online Publishers Association, June 2012).

People love to read on their tablet, preferring it to their mobile phone, computer & the newspaper (Online Publishers Association, June 2012).

88% of tablet owners use it in their living room, 24% at work & 79% in the bedroom (AdWeek, April 2012).

55% of respondents in an MPA survey said they read or tapped advertisements in a magazine’s tablet edition (MPA, November 2011).

At s+b, we wanted to diversify our content platforms in order to better meet our reader demands

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strategy+businessBrand Map

Select pricing model3

Your mobile analysis should begin with four key steps, evaluating: content, platforms, pricing models, and marketing strategies

Consider platforms2

Evaluate content1

Plan marketing strategy4

Content trumps technology, particularly for a lean team with a limited budget

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“People thought we’d reimagine the magazines to take advantage of the technology behind the device, but consumers prefer this replica version, and in reality we’re much better at doing this.”-Duncan Edwards, CEO of Hearst Magazines International

Interactive content required?

Start small by experimenting with what you already have

Research partners who can provide the right level of support, at the right price point

Branch out into other platforms that repackage your existing content

Google Currents, Google Newsstand

Mobile optimized website

Compendium apps

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Content type Required

Resources

Reader preferences

Market demand

Your content, reader preferences, resources, and market demand will dictate which platforms you publish on, and in what format

We initially experimented with a digital edition and then expanded into iOS, s+b mobile, Currents, and Android

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Your strategic goals should dictate whether you should develop a “free app” or “paid app” pricing strategy

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Free apps • More eyeballs, better for

establishing ad base• Faster development

process, few complications

Paid apps • Subscription revenue

opportunities• Greater reader commitment

Free apps • No subscription revenues• Reduced perceived

publication value

Paid apps • Requires integration with

fulfillment vendor

• Research into legal requirements (e.g., tax)

• Smaller pool of readers

Apply an integrated marketing approach to getting the word out about your new digital or mobile product

Social Media

Advertising Direct Marketing

Website

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Questions?

CHARITY DELICHstrategy+business Marketing and Public Relations Manager Tel: 212-551-6255charity.delich@booz.comhttp://www.linkedin.com/in/charitydelich