juan señor: innovation in magazine media 2016-2017 #disummit 2016

THE MOST

SUCCESSFUL MAGAZINE

MEDIA INNOVATIONS

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 MEDIA CONSULTING

Elephant dancing to many digital tunes – now we know which tune to play

7 KEYS TO SUCCESS

ANY TRANSFORMATION

MUST BE BASED ON THESE INSIGHTS

1. Days when digital had the audience but

not the revenue are over

2. Display digital ad business model is dead

3. Controlled distributed content is a must

4. Mobile = different content for different platforms

5. Frequency is now everything

6. Only physical change will bring about

conceptual change

7. Trend watching is more important than metric watching

7 Insights +

5 Cases

HOW TO MAKE

MOBILE THE

SUCCESS IT

SHOULD BE

Mobile = different content for different platforms

Mobile is not a platform,

it is a new medium

THE INNOVATION IN MAGAZINE MEDIA 2016-2017 WORLD REPORT

HOW TO SUCCEED IN A MOBILE-

DOMINANT WORLD?


ONLY MOBILE CONTENT AND

ADVERTISING THAT ARE

totally unique and tailored to the mobile

experience WILL SUCCEED


“Consumers expect a relevant mobile experience —personalised, lightning-fast, consistent across screens,

and highly efficient. Scrolling, tapping, clicking, swiping,

talking, and motion must be part of it.” AllRecipes VP of consumer and brand strategy Esmee Williams


RESPONSIVE DOES NOT WORK


RESPONSIVE PRESUMES

DESKTOP IS STARTING POINT

DIGITAL-FIRST PRESUMES

DESKTOP IS THE ULTIMATE

DESTINATION


:

YOU MUST CREATE A STAND-ALONE, SEAMLESS,

MOBILE EXPERIENCE.

GO BEYOND MOBILE-OPTIMISED WEBSITES, LANDING PAGES,

CONTENT FOR THE SMALLER SCREEN, OR BASIC BRANDED

APPS


RESPONSIVE WEB DESIGN

MOBILE-FIRST DESIGN


GO MOBILE-ONLY


SO HOW DO YOU CREATE A

MOBILE-ONLY EXPERIENCE?


BUILD AROUND MOBILE TWO

MOMENTS


1. MICRO-MOMENTS

2. ME MOMENTS


1. MICRO-MOMENTS

THE “I WANT”

MOMENTS


I WANT-TO-know MOMENTS I WANT-TO-go MOMENTS I WANT-TO-do MOMENTS

I WANT-TO-BUY MOMENTS

— Sridhar Ramaswamy, Google senior VP,/ads and commerce


2. ME-MOMENTS


“ME TIME” CONSUMERS USING MOBILE

DEVICES TO READ LONG-FORM CONTENT, STREAM TELEVISION SHOWS AND

MOVIES, DO RESEARCH, AND ENGAGE IN ACTIVITIES - THE

OPPOSITE OF “MICRO-MOMENTS”


HOW TO CREATE

mobile-only CONTENT


SIX RULES FOR

MOBILE CONTENT


1. Let mobile behaviours guide your content creation and organisation

HYPER RELEVANT, EASY TO

NAVIGATE, QUICK & CUSTOMISABLE. NO LARGE

VISUALS THAT EAT UP BANDWIDTH AND TIME


2. Make it expandable

QUICKLY CONSUMED WHEN THEY’RE IN A HURRY, BUT ALSO LONGER FORM

FOR WHEN THEY’RE NOT. ALL STORIES DELIVERED AS SUMMARIES; TAP OR

SWIPE FOR MORE.


3. Expand into apps (your own and others)

TIME SPENT ON MOBILE APPS EXCEEDS WEB BROWSING BY FACTOR OF 10. CREATE

A BRAND APP, OR BETTER YET, APPS AROUND YOUR MOST POPULAR CONTENT

NICHES. AND CREATE CONTENT FOR OTHER RELEVANT APPS LIKE SNAPCHAT,

INSTAGRAM


4. Offer SMS mobile alerts in your niches

GO BEYOND EMAIL NEWSLETTERS AND OFFER ALERTS ORGANISED AROUND

AREAS OF HIGH INTEREST TO YOUR READERS.


5. Join the video bandwagon

GO BEYOND EMAIL NEWSLETTERS AND OFFER ALERTS ORGANISED

AROUND AREAS OF HIGH INTEREST TO YOUR READERS


6. Segment your emails

THE MAJORITY OF EMAILS ARE ACTUALLY OPENED ON MOBILE

DEVICES. MAKE THESE EMAILS LESS TEXT-HEAVY, WITH LINKS AND CALL-

TO-ACTION BUTTONS THAT ARE EASY TO INTERACT WITH USING THE TAP OF

A FINGER.


1. MICRO-MOMENTS

2. ME MOMENTS

HOW TO DISTRIBUTE

CONTENT

WHERE THE

READERS ARE…

Controlled distributed content is a must

Frequency is now everything

IF YOU COULD SELL MORE OF YOUR

PRODUCT SOMEWHERE…

WOULDN’T YOU DO IT?

BIG BRANDS SELL ON OTHER

DISTRIBUTION PLATFORMS…

WHY NOT MEDIA

BRANDS?

"Think of it this way: If The New York Times struck a deal

with CVS (a US pharmacy chain) to have its print edition sold at CVS, you wouldn't see

a bunch of hand-wringing about how it’s handing over the Times’ keys to CVS.”

— Content and social media marketing consultant Simon Owens

WITH TWO BIG

CAVEATS: • AD FORMAT

CONTROL & REVENUE SHARE

• RICH AUDIENCE DATA

WHY DO IT?

WHY GO WITH SOCIAL

PLATFORMS? • Social networking is the #1 online activity in

every country • Social media sends

more referrals to publishers than Google (Facebook alone 38%)

• HUGE AUDIENCES • SPEEDY DELIVERY • MASSIVE

SHARING

APPLE AND FACEBOOK GIVE PUBLISHERS 70% OF

AD REVENUE FACEBOOK USES

COMSCORE FOR DATA; APPLE NO DATA YET

PUBLISHERS FORCED FACEBOOK TO CHANGE RULES: • MORE ADS/STORY

• FACEBOOK-ONLY ADS OKAY • RELATED ARTICLES (SPONSORED

CONTENT) AT THE END OKAY • AUTO-FILL AD SPOTS FOR UNSOLD

INVENTORY

NOW PUBLISHERS ARE MAKING AS MUCH ON FACEBOOK ON A PER-

VIEW BASIS AS ON THEIR OWN WEBSITES

— Business Insider president Julie Hansen

“We’ve been pleasantly surprised to see the monetisation

is so strong. It’s every bit as good as on our own site”

60-70% OF THEIR CONTENT

100% OF THEIR CONTENT

CHALLENGES • IT IS NOT CHEAP OR EASY

• EACH PLATFORM DIFFERENT TECH

• EACH PLATFORM DIFFERENT CONTENT

• NOT ALL AD FORMATS ACCEPTED

• NO ADS ON NATIVE VIDEO • SOME LIMITS ON THINGS

LIKE OUTBRAIN SERVICE DELIVERING BRANDED

CONTENT

WHAT TO DO:

Jump into one platform, probably

Facebook, as a test. See what

happens. Expand or pull back, as

results indicate.

HOW TO MAKE

MICRO-PAYMENTS

WORK

Days when digital had the audience but not the revenue are over

Display digital ad

business model is dead

CRITICS: MICROPAYMENTS HAVE BEEN TRIED

& FAILED

BUT INITIAL FAILURE DOES

NOT PRECLUDE ULTIMATE SUCCESS

GUESS HOW MANY AUTO COMPANIES

FAILED BETWEEN 1890-1915

381 IN THE UNITED STATES ALONE

CRITICS HAVE INSISTED:

Micropayments doomed because:

1. Mental transaction cost

2. Complicated system 3. Discomfort paying online

iTUNES CHANGED ALL THAT

“DIGITAL WALLET”

SYSTEMS ARE WORKING

EVERYWHERE NOW

AND FOUR OF THOSE TARGET

THE MEDIA

Blendle aggregates content from most of

the magazines and newspapers in one

country and charges a fee

(avg. US$.20)

Unlike Blendle,One-Pass stories live on

the publisher’s website. Readers also don’t have

to click-to-pay for every story but each choice is

deducted from a monthly account.

iMoneza is a cloud-based service for

single-story payments; publishers

only pay when readers pay

“We’re proving that people do want to pay for great

journalism” — Blendle founder Alexander

Klöpping


550,000 PEOPLE IN THE

NETHERLANDS & GERMANY

USE BLENDLE’S MICROPAYMENT

SYSTEM

BLENDLE PLANS A U.S. LAUNCH

IN 2016; PERHAPS France

A VAST MAJORITY

OF BLENDLE USERS ARE UNDER THE

AGE OF 35

1. Micropayments for journalism can work, but not for news

2. Readers punish clickbait creators by demanding refunds

3. Micropayments are a great measure of quality

4. Micropayment revenue is additional revenue, not cannibalism

FOUR LESSONS THEY’VE LEARNED

HOW TO SPOT & MAKE MONEY FROM

TRENDS

Trend watching is more important than metric

watching


HOW DO YOU SPOT A TREND?


LOOK AROUND

YOU


• MONITOR TRENDING HASHTAGS

• PAY attention to what your younger staffers ARE

WEARING, TALKING ABOUT, DOING IN THEIR SPARE

TIME


• KEEP AN EYE ON CONSUMER GOODS

SALES FIGURES

• WHEN 5% OF YOUR AUDIENCE HAS A NEW

DEVICE AND IT IS GROWING IN DOUBLE

DIGITS MONTH-ON-MONTH -THEN INVEST


TREND OF THE MOMENT

(AND THE FUTURE?)


VIRTUAL REALITY


THE NEW YORK TIMES DISTRIBUTED 1.31

million Google Cardboard DEVICES TO

SUBSCRIBERS.


IT QUICKLY BECAME THE

NYT’S most successful app

launch ever


THE PROJECT WAS SPONSORED BY GE

AND VEHICLE MANUFACTURER

MINI, WHOSE branded content

WAS PART OF THE APP EXPERIENCE.


“VR is already margin-positive for us. We’re making money out of VR. We

expect to make money from VR again in 2016”

— NYT CEO Mark Thompson


•LISTEN TO YOUR EDITORS


NICHE PUBLISHING

Provide curated depth delivered

to devoted communities

of shared interest


3.000.000 copies

MONDADORI LAUNCHED Il Mio

Papa IN 2014 RIDING THE

GLOBAL FASCINATION WITH

THE NEW POPE. IT LAUNCHED WITH

A PRESS RUN OF

ATLANTIC MEDIA ALSO LAUNCHED

NICHE PUBLICATIONS RECENTLY: QUARTZ AND DEFENCE ONE,

TARGETING INTERNATIONAL

BUSINESS PEOPLE AND THE DEFENCE

INDUSTRY.

HOW TO PRODUCE

VIDEO EFFICIENTLY,

EFFECTIVELY &

PROFITABLY


THE WEB IS NOW A VISUAL

MEDIUM WHAT STARTED AS

A TEXT-BASED PLATFORM HAS

NOW BECOME A PICTURES-IN-

MOTION PHENOMENON.


80% of all content consumed on

mobile devices will be video by

2018 — according to Cisco Systems


ADVERTISERS, TOO 2016 digital video advertising

spend expected to grow almost 30%

— according to eMarketer


SO IT’S A NO

BRAINER: THROW LOTS

OF RESOURCES AT VIDEO


BUT NOT SO FAST

VIDEOS CAN ALSO BE EXTREMELY EXPENSIVE

& COMPLICATED TO PRODUCE.

AS A RESULT, THEY CAN BE DIFFICULT TO MAKE

PROFITABLY.


MORE VIDEO = MORE

COST • BANDWIDTH

• VIDEO PLATFORM STREAMING • CONTENT

ACQUISITION • STAFFING

• PRODUCTION GEAR


“10% of your posted video content will

generate almost all your video pre-roll

revenue — you just don’t know

which 10%” — Peter Vamos, managing director of video at

Star Media Group in Toronto


7 STRATEGIES FOR A VIABLE VIDEO

BUSINESS MODEL


1. CREATE VIDEOS

MONETISED BY PRE-ROLL

USE TRADITIONAL AVENUES TO BUILD

AND ENGAGE VIDEO AUDIENCES, AND PAY

FOR THE INVESTMENT


2. LAUNCH PRODUCTS WITH MORE

MANAGEABLE COSTS

PARTNER WITH VIDEO CONTENT PROVIDERS

WHO DELIVER PACKAGES AND CUT

YOU A CHECK


3. LAUNCH PRODUCTS WITH

LOWER STREAMING COSTS

IN-ARTICLE OR INSTREAM VIDEO ADS, APPEARING IN

AN ARTICLE AND BEGINS STREAMING WITH VOLUME

MUTED


4. CREATE BRANDED VIDEO

CONTENT FOR CLIENTS • CHANNEL

SPONSORSHIPS • CUSTOM BRAND

INTEGRATIONS • NATIVE CONTENT

OPPORTUNITIES


5. AMORTISE YOUR VIDEOS

TIME INC. AND MEREDITH, FOR EXAMPLE, PLAN THEIR

VIDEO SCHEDULE TO INCLUDE AS MUCH

EVERGREEN CONTENT AS POSSIBLE, ENABLING THEM

TO REPUBLISH IT REGULARLY FOR A GREATER RETURN.


6. CREATE VIDEOS USING STILL

PHOTOGRAPHY CREATE A FEEL OF

MOVEMENT WITH PHOTOGRAPHS AND AUDIO

TRACK FOR VIDEOS AT A SIGNIFICANTLY LOWER

PRODUCTION COST


7. MAKE VIDEOS THAT MAKE MONEY

FOR EXAMPLE, ELLE CANADA AND FUISZ MEDIA MAKE VIDEO ADS

INTERACTIVE AND ACTIONABLE: VIEWERS CLICK ON AN AD FOR MORE INFORMATION ABOUT A PRODUCT, AND EVEN MAKE A

PURCHASE. EARLY ADOPTERS: DIOR, FORD, VICTORIA’S SECRET,

GILLETTE


THE HOTTEST

SPOT FOR VIDEO

TODAY?


FACEBOOK HANDS DOWN


“Facebook fans share native video

posts 12 times more often than

posts with links to video outside of

Facebook” — Eater New York editor Greg Morabito

THAT’S THE 2016-2017 INNOVATION IN MAGAZINE MEDIA WORLD REPORT

LET US LEAVE YOU WITH ONE REMINDER

INNOVATION STARTS

AT THE TOP

NO SEPARATE INNOVATION

LAB OR VP.

THAT SENDS THE MESSAGE: INNOVATION IS

NOT FOR EVERYONE

CHANGE YOUR

CULTURE

CHANGE YOUR

FUTURE

CHANGE IS WHAT WE DO AT INNOVATION

WE ARE ENABLERS OF CHANGE


THE GLOBAL EXPERTS IN HELPING MEDIA

COMPANIES INNOVATE

…WHAT REALLY MATTERS IS

JOURNALISM, EDITORS WILD IDEAS AND CRAZY

PEOPLE


…EDITORS WHO FOCUS ON:

GREAT WRITING

CONSTANT REINVENTION

PICKING UP NEW GADGETS WITH BOTH

HANDS INNOVATION MEDIA CONSULTING

FEAR IS THE MORTAL ENEMY OF CREATIVITY

CREATIVITY IS THE FUEL

OF INNOVATION


IF YOU ACCEPT CHANGE YOU NEVER GROW OLD


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


IT’S TIME TO INNOVATE


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