tom troland suny global center april 20 2015 final 4 18-2015
TRANSCRIPT
THE ONE-SCREEN PROBLEM: MANAGING PRINT MEDIA IN THE DIGITAL WORLD
Thomas R TrolandTRT Advisory20 April 2015
THE ONE-SCREEN PROBLEM:MANAGING PRINT MEDIA IN THE DIGITAL WORLD
THE ONE-SCREEN PROBLEM: MANAGING PRINT MEDIA IN THE DIGITAL WORLD
URBANIZATION
MOBILITYEDUCATIO
N & SUCCESS
WHAT MAKES A STRONG PUBLISHING MARKET?
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THE ONE-SCREEN PROBLEM: MANAGING PRINT MEDIA IN THE DIGITAL WORLD
CHINA GROWS IN URBAN POPULATION
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THE ONE-SCREEN PROBLEM: MANAGING PRINT MEDIA IN THE DIGITAL WORLD
AFFLUENCE RISING WITH URBAN GROWTH
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Source: Women Power Money #% / July 2013Ipsos CT / Hearst Magazines / Fleisjman Hillard
THE ONE-SCREEN PROBLEM: MANAGING PRINT MEDIA IN THE DIGITAL WORLD
CHINA: WORLD’S MOST MOBILE POPULATION
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THE ONE-SCREEN PROBLEM: MANAGING PRINT MEDIA IN THE DIGITAL WORLD
BUT…
THE ONE-SCREEN PROBLEM: MANAGING PRINT MEDIA IN THE DIGITAL WORLD
CHINA ADOPTS AND ADJUSTS TO DIGITAL TECHNOLOGY AT A VERY FAST PACE
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THE ONE-SCREEN PROBLEM: MANAGING PRINT MEDIA IN THE DIGITAL WORLD
GROWING INTO A ONE-SCREEN WORLD
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THE ONE-SCREEN PROBLEM: MANAGING PRINT MEDIA IN THE DIGITAL WORLD
FORMERLY EACH MEDIUM HAD ITS ROLE, TIME AND PLACE IN PEOPLE’S LIVES…
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THE ONE-SCREEN PROBLEM: MANAGING PRINT MEDIA IN THE DIGITAL WORLD
MOBILE: THE “EVERYWHERE” MEDIUM
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THE ONE-SCREEN PROBLEM: MANAGING PRINT MEDIA IN THE DIGITAL WORLD
MOBILE: THE “EVERYTHING” MEDIUM
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THE ONE-SCREEN PROBLEM: MANAGING PRINT MEDIA IN THE DIGITAL WORLD
FORRESTER RESEARCH: CHINA LEADING THE WAY IN “MOBILE MIND SHIFT”
“This is a mobile mind shift, not just ‘mobile first’. It is a complete change in the psychology of consumers: The expectation that any desired information or service is available, on any appropriate device, in context, at your moment of need.”Josh Bernoff, Senior Vice
President Forrester Research
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THE ONE-SCREEN PROBLEM: MANAGING PRINT MEDIA IN THE DIGITAL WORLD
MCLUHAN’S FIRST LAW OF MEDIA
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“WE SHAPE OUR TOOLS.
THEREAFTER, OUR TOOLS SHAPE US.”
–MARSHALL MCLUHAN, 1964
THE ONE-SCREEN PROBLEM: MANAGING PRINT MEDIA IN THE DIGITAL WORLD
TRADITIONAL MEDIA ARE LOSING ATTENTION
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THE ONE-SCREEN PROBLEM: MANAGING PRINT MEDIA IN THE DIGITAL WORLD
SPENDING FOLLOWS ATTENTION
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THE ONE-SCREEN PROBLEM: MANAGING PRINT MEDIA IN THE DIGITAL WORLD
SPENDING FOLLOWS ATTENTION
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THE ONE-SCREEN PROBLEM: MANAGING PRINT MEDIA IN THE DIGITAL WORLD
WHY IS THIS A TIME OF TRANSFORMATION?
“TECHNOLOGY is miraculous because it allows us to do more with less, ratcheting up our fundamental capabilities to a higher level.”
--Peter Thiel
Founder of PayPal
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THE ONE-SCREEN PROBLEM: MANAGING PRINT MEDIA IN THE DIGITAL WORLD
3. BUSINESS MODELS ARE CHALLENGED
2. CONSUMERS ADOPT AND
ADJUST
1. DIGITAL REPLACES PHYSICAL
FORCES DRIVING THE TRANSFORMATION OF THE PUBLISHING INDUSTRY
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THE ONE-SCREEN PROBLEM: MANAGING PRINT MEDIA IN THE DIGITAL WORLD
1. DIGITAL REPLACES PHYSICAL
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THE ONE-SCREEN PROBLEM: MANAGING PRINT MEDIA IN THE DIGITAL WORLD
2. CONSUMERS ADOPT AND ADJUST
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Source: Market RaDaR Analysis Forrester Research 2014http://blogs.forrester.com/xiaofeng_wang/14-05-09-introduce_the_marketing_radar_to_china
THE ONE-SCREEN PROBLEM: MANAGING PRINT MEDIA IN THE DIGITAL WORLD
3. BUSINESS MODELS ARE CHALLENGEDNEARLY HALF OF CONTENT SPENDING WILL BE FOR DIGITAL PRODUCTS BY 2017
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THE ONE-SCREEN PROBLEM: MANAGING PRINT MEDIA IN THE DIGITAL WORLD
“INEVITABLE SHIFT”. INEVITABLE TRANSFORMATION.
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THE ONE-SCREEN PROBLEM: MANAGING PRINT MEDIA IN THE DIGITAL WORLD
MANAGING TRANSFORMATION INTO THE THE NEXT ERA OF PUBLISHING
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HOW-TO
WHAT-IF
THE ONE-SCREEN PROBLEM: MANAGING PRINT MEDIA IN THE DIGITAL WORLD
MCKINSEY: LEAD THE POSSIBLE & MANAGE THE PROBABLE
Habits of Mind:Ask different questionsTake multiple perspectivesSee systemsExperiment at the
periphery
Actions:Identify practical optionsAlign key stakeholdersDisaggregate and
optimize, one piece at a time
Decide, pilot, and roll out
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THE ONE-SCREEN PROBLEM: MANAGING PRINT MEDIA IN THE DIGITAL WORLD
HOW TO PUBLISH (19TH & 20TH CENTURY MODEL)
CREATEMANUFACTU
RE
DISTRIBUTE
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SELL
THE ONE-SCREEN PROBLEM: MANAGING PRINT MEDIA IN THE DIGITAL WORLD
HOW TO PUBLISH (EARLY 21ST CENTURY MODEL)
CREATEMANUFACTU
RE
DISTRIBUTE
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SELL
THE ONE-SCREEN PROBLEM: MANAGING PRINT MEDIA IN THE DIGITAL WORLD
WHAT IF THE PUBLISHING MODEL WAS DISRUPTED?
CREATEMANUFACTU
RE
DISTRIBUTE
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SELL
THE ONE-SCREEN PROBLEM: MANAGING PRINT MEDIA IN THE DIGITAL WORLD
THE ONE-SCREEN PROBLEM
“There’s rarely a clear path forward for media industries lurching toward the Internet.
“There are so many stakeholders and constituents: artists, you have the labels or the publishers, you have the retail channels, and then you have the consumers.
“The evolution is often messy.” Willem van Lancker, co-
founder and chief product officer, Oyster
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THE ONE-SCREEN PROBLEM: MANAGING PRINT MEDIA IN THE DIGITAL WORLD
FROM HOW-TO TO WHAT-IF: A PERSPECTIVE ON PUBLISHING FOR A ONE-SCREEN WORLD
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THE ONE-SCREEN PROBLEM: MANAGING PRINT MEDIA IN THE DIGITAL WORLD
BETTER HOMES AND GARDENS: THE BUSINESS OF CONSUMER COMMITMENT SUPPORT
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7.6 million circulation
39 million adult readers
THE ONE-SCREEN PROBLEM: MANAGING PRINT MEDIA IN THE DIGITAL WORLD
BH&G: BRANDING MODEL
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THE ONE-SCREEN PROBLEM: MANAGING PRINT MEDIA IN THE DIGITAL WORLD
A COMPANY BUILDS ITS DIGITAL FUTURE
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THE ONE-SCREEN PROBLEM: MANAGING PRINT MEDIA IN THE DIGITAL WORLD
CREATING A PUBLISHING BRAND FOR THE ONE-SCREEN WORLD
17 Million App Downloads
1,100,000
CirculationIn January
2015
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THE ONE-SCREEN PROBLEM: MANAGING PRINT MEDIA IN THE DIGITAL WORLD
CREATING A PUBLISHING BRAND FOR THE ONE-SCREEN WORLD
Reader Contributor
s
20 Million App Downloads
1,250,000
CirculationIn
September 201535
THE ONE-SCREEN PROBLEM: MANAGING PRINT MEDIA IN THE DIGITAL WORLD
STRATEGY FOR TRANSFORMING PUBLISHING IN THE ONE-SCREEN WORLD
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1. Love what you do2. Don’t be in love with
how you do it3. Out-read the
competition4. Find out and
understand the job the customer is “hiring” you to do
5. Define your business as brands not products
6. Stay Curious: Extend and Experiment
THE ONE-SCREEN PROBLEM: MANAGING PRINT MEDIA IN THE DIGITAL WORLD
CONDÉ NAST CENTER OF FASHION & DESIGN
THE ONE-SCREEN PROBLEM: MANAGING PRINT MEDIA IN THE DIGITAL WORLD
康泰纳仕时尚设计培训中心
