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

Mobile Strategies

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Mobile Strategies

Modern Healthcare’s digital delivery methodology

Gonzo Schexnayder / Modern Healthcare / Crain Communications

The Way We Were

Content

Print


The Other Container

Content

Print


Containers

Content


Systems

Content


Devices

Content


Tomorrow

Content


Day After Tomorrow

Content


Choices


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


Confusion

“…the internets”

“…the Google”

“Is our publisherslearning?”


AP Research


Ethnography Spring 2007Six cities18DiariesHome visits


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.


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


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

inverted pyramid


Model for Communication

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


AP 2.0


Modern Healthcare

197670,000C-Suite3024 in ‘09


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


A Little Help


MH Content GrowthPrint & WebplusVideoDigital EditionsWebinarsSocial NetworksKindleMobile


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


Motivators


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


Mobile Strategy

Mobile Strategy = StrategyCMS

Clean

Device AgnosticSEORSS


Social Media


Kindle 2

Model-T2 Million 70030/70 RSS Feed Weekly


Why Kindle

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


E-Readers

40+ePub6.6$99


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


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


What do my readers want?

AnalyticsVOCSurveysResearch


The Way We ARE

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

…including in print.


Going Forward

Content

BFF


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


Thank you

Gonzo SchexnayderOnline General ManagerModern [email protected]

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

Contact

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

Technology

z csuitez

news valuable

new readers

gordon borrell

ammunition business

gunsthe deer

mobile strategiesthis

vital business media