THE ONE-SCREEN PROBLEM: MANAGING PRINT MEDIA IN THE DIGITALWORLD

THE ONE SCREEN PROBLEM:THE ONE-SCREEN PROBLEM:MANAGING PRINT MEDIA IN THE DIGITALWORLD

Thomas R TrolandTRT AdvisoryTRT Advisory20 April 2015

WHAT MAKES A STRONG PUBLISHING MARKET?

URBANIZATION

MOBILITYEDUCATION &

SUCCESS

THE ONE-SCREEN PROBLEM: MANAGING PRINT MEDIA IN THE DIGITALWORLD3

CHINA GROWS IN URBAN POPULATION

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AFFLUENCE RISING WITH URBAN GROWTH

# / l 2013

THE ONE-SCREEN PROBLEM: MANAGING PRINT MEDIA IN THE DIGITALWORLD5

Source: Women Power Money #% / July 2013Ipsos CT / Hearst Magazines / Fleisjman Hillard

CHINA: WORLD’S MOST MOBILE POPULATION

THE ONE-SCREEN PROBLEM: MANAGING PRINT MEDIA IN THE DIGITALWORLD6

UTUT

THE ONE-SCREEN PROBLEM: MANAGING PRINT MEDIA IN THE DIGITALWORLD

CHINA ADOPTS AND ADJUSTS TO DIGITAL

TTECHNOLOGY AT AVERY FAST PACE

THE ONE-SCREEN PROBLEM: MANAGING PRINT MEDIA IN THE DIGITALWORLD8

GROWING INTO A ONE-SCREEN WORLD

THE ONE-SCREEN PROBLEM: MANAGING PRINT MEDIA IN THE DIGITALWORLD9

FORMERLY EACH MEDIUM HAD ITS ROLE, TIME

P ’AND PLACE IN PEOPLE’S LIVES…

THE ONE-SCREEN PROBLEM: MANAGING PRINT MEDIA IN THE DIGITALWORLD10

MOBILE: THE “EVERYWHERE” MEDIUM

THE ONE-SCREEN PROBLEM: MANAGING PRINT MEDIA IN THE DIGITALWORLD11

MOBILE: THE “EVERYTHING” MEDIUM

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FORRESTER RESEARCH: CHINA LEADING THE

“M M S ”WAY IN “MOBILE MIND SHIFT”“This is a mobile mind shift,

j ‘ bil fi ’ I inot just ‘mobile first’. It is a complete change in the psychology of consumers: y gyThe expectation that any desired information or service is available on anyservice is available, on any appropriate device, in context, at your moment of

d ”need.”Josh Bernoff, Senior Vice President

Forrester Research

THE ONE-SCREEN PROBLEM: MANAGING PRINT MEDIA IN THE DIGITALWORLD13

MCLUHAN’S FIRST LAW OF MEDIA

“WE SHAPE OUR TOOLS.WE SHAPE OUR TOOLS. THEREAFTER, OUR

TOOLS SHAPE US.”–MARSHALL MCLUHAN, 1964

THE ONE-SCREEN PROBLEM: MANAGING PRINT MEDIA IN THE DIGITALWORLD14

TRADITIONAL MEDIA ARE LOSING ATTENTION

THE ONE-SCREEN PROBLEM: MANAGING PRINT MEDIA IN THE DIGITALWORLD15

SPENDING FOLLOWS ATTENTION

THE ONE-SCREEN PROBLEM: MANAGING PRINT MEDIA IN THE DIGITALWORLD16

SPENDING FOLLOWS ATTENTION

THE ONE-SCREEN PROBLEM: MANAGING PRINT MEDIA IN THE DIGITALWORLD17

WHY IS THIS A TIME OF TRANSFORMATION?

“TECHNOLOGY is miraculous because it allows us to do morewith less, ratcheting up our fundamental pcapabilities to a higher level.”

--Peter Thiel

Founder of PayPal

THE ONE-SCREEN PROBLEM: MANAGING PRINT MEDIA IN THE DIGITALWORLD18

FORCES DRIVING THE TRANSFORMATION OF

P ITHE PUBLISHING INDUSTRY

3. BUSINESS MODELSARE CHALLENGED

2. CONSUMERSADOPT AND

ADJUST

1. DIGITALREPLACESPHYSICAL

THE ONE-SCREEN PROBLEM: MANAGING PRINT MEDIA IN THE DIGITALWORLD19

1. DIGITAL REPLACES PHYSICAL

THE ONE-SCREEN PROBLEM: MANAGING PRINT MEDIA IN THE DIGITALWORLD20

2. CONSUMERS ADOPT AND ADJUSTJ

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 DIGITALWORLD21

_ _ g_ _ _

3. BUSINESS MODELS ARE CHALLENGEDNEARLY HALF OF CONTENT SPENDINGWILL BE FOR DIGITAL PRODUCTS BY 2017

THE ONE-SCREEN PROBLEM: MANAGING PRINT MEDIA IN THE DIGITALWORLD22

“INEVITABLE SHIFT”. INEVITABLE

TTRANSFORMATION.

THE ONE-SCREEN PROBLEM: MANAGING PRINT MEDIA IN THE DIGITALWORLD23

MANAGING TRANSFORMATION INTO THE THE

N E PNEXT ERA OF PUBLISHING

HOW-T

WHAT-TO IF

THE ONE-SCREEN PROBLEM: MANAGING PRINT MEDIA IN THE DIGITALWORLD24

MCKINSEY: LEAD THE POSSIBLE & MANAGE

PTHE PROBABLEHabits of Mind: Ask different uestions Ask different questions Take multiple perspectives See systems Experiment at the periphery

Actions:ct o s: Identify practical options Align key stakeholders Di t d ti i Disaggregate and optimize,

one piece at a time Decide, pilot, and roll out

THE ONE-SCREEN PROBLEM: MANAGING PRINT MEDIA IN THE DIGITALWORLD25

HOW TO PUBLISH (19TH & 20TH CENTURY MODEL)( )

CREATE MANUFACTURE DISTRIBUTE

SELL

THE ONE-SCREEN PROBLEM: MANAGING PRINT MEDIA IN THE DIGITALWORLD26

HOW TO PUBLISH (EARLY 21ST CENTURY MODEL)( )

CREATE MANUFACTURE DISTRIBUTE

SELL

THE ONE-SCREEN PROBLEM: MANAGING PRINT MEDIA IN THE DIGITALWORLD27

WHAT IF THE PUBLISHING MODEL WAS DISRUPTED?

CREATE MANUFACTURE DISTRIBUTE

SELL

THE ONE-SCREEN PROBLEM: MANAGING PRINT MEDIA IN THE DIGITALWORLD28

THE ONE-SCREEN PROBLEM

“There’s rarely a clear pathThere s rarely a clear path forward for media industries lurching toward the Internet.Internet.

“There are so many stakeholders and constituents: artists, you have the labels or the publishers,have the labels or the publishers, you have the retail channels, and then you have the consumers.

“The evolution is oftenThe evolution is often messy.” Willem van Lancker, co-founder and

chief product officer, Oyster

THE ONE-SCREEN PROBLEM: MANAGING PRINT MEDIA IN THE DIGITALWORLD

f p ff y

29

FROM HOW-TO TO WHAT-IF: A PERSPECTIVE

P O S WON PUBLISHING FOR A ONE-SCREENWORLD

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BETTER HOMES AND GARDENS: THE BUSINESS

C C SOF CONSUMER COMMITMENT SUPPORT

7.6 million lcirculation

39 illi39 million adult readersadult readers

THE ONE-SCREEN PROBLEM: MANAGING PRINT MEDIA IN THE DIGITALWORLD31

BH&G: BRANDING MODEL

THE ONE-SCREEN PROBLEM: MANAGING PRINT MEDIA IN THE DIGITALWORLD32

A COMPANY BUILDS ITS DIGITAL FUTURE

THE ONE-SCREEN PROBLEM: MANAGING PRINT MEDIA IN THE DIGITALWORLD33

CREATING A PUBLISHING BRAND FOR THE

O S WONE-SCREENWORLD

1 100 00017 Million A D l d

1,100,000Circulation

In January 2015 App DownloadsJ y

THE ONE-SCREEN PROBLEM: MANAGING PRINT MEDIA IN THE DIGITALWORLD34

CREATING A PUBLISHING BRAND FOR THE

O S WONE-SCREENWORLD

Reader Contributors

1 250 00020 Million

1,250,000Circulation

In September App DownloadsIn September 2015

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STRATEGY FOR TRANSFORMING PUBLISHING INO S WTHE ONE-SCREENWORLD

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 isthe job the customer is “hiring” you to do

5. Define your business as brands not productsbrands not products

6. Stay Curious: Extend and Experiment

THE ONE-SCREEN PROBLEM: MANAGING PRINT MEDIA IN THE DIGITALWORLD36

CONDÉ NAST CENTER OF FASHION & DESIGN

THE ONE-SCREEN PROBLEM: MANAGING PRINT MEDIA IN THE DIGITALWORLD

康泰纳仕时尚设计培训中心康 纳仕时尚设计培训中心

THE ONE-SCREEN PROBLEM: MANAGING PRINT MEDIA IN THE DIGITALWORLD

THANKYOU!

Thomas R TrolandTRT Advisory

Thomas.Troland1@Marist.edu

20 October 2014