Here and Now! Making Print Brands Digital

ABC_Empirical_FINAL_111011_slides.pptx

ABCs 2011 Annual Conference The Integrated AudienceBridging Consumers, Communities & Content Jack Griffin | @JackGriffinESA | November 10, 2011

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The Mathematics of Change

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Remember calculus in college? If you didnt keep upit caught you!

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Like calculus, digital is cumulative.

A brand is the collection of assets and capabilities that allow one company to charge and to realize premium prices versus like competitors in the same category through time. David A. Aker

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Once Upon a Time

AD SALES

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The Comfortable, Linear World of Print

NEWSSTAND

SUBSCRIPTIONS

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You should be rethinking the core logic of your go-to-market strategy. Instead of designing channels to capture targeted demographic segments, you must design them to support unfettered buyers behaviors. Harvard Business Review - 1993

The Customer Has Escaped!

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The Non-linear Networked World

7B People as of November 2011

(and growing)

77% Connected by mobile devices

5.3 billion at the end of 2010; U.N. Telecommunications Agency, http://www.itu.int 9

A Connected, Mobile World

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The Only Constant is Change

5.3 billion at the end of 2010; U.N. Telecommunications Agency, http://www.itu.int 12

8B People 2020

90% Connected by mobile devices

And More to Come

13 Source: CoRise, October 2011

Transformation

14 Source: CoRise, October 2011

Transformation

Transformation

1961 2011

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From Find It Now to Get It Now

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From Find It Now to Get It Now

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Wants it her way Wants it now Demands price transparency Demands value Cares what her friends think Will share what she thinks

The Now Consumer The Now Consumer

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iGeneration. Always Connected

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iGeneration. Always Connected

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And Out There.

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The Battle for Attention

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Top-selling Paid App in US and UK

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You cant make it go back. King Canute

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If something can be done, it will be done. The only question is will it be done by you or to you. Just dont think it wont be done. Thomas Friedman, December 9, 2008

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Media Business Models Erode

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Internet Advertising Is No Silver Bullet

While revenue continues to grow, up 23% in 2011 YTD:

91% of dollars go to top 50 players Search advertising = 49% of total

Google at 76% share Facebook on track to be #1 in display Twitter will become an advertising factor CPMs continue to fall

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A new medium is never an addition to an old one, nor does it leave the old one in peace. It never ceases to oppress the older media until it finds new shapes and positions for them. Marshall McLuhan, 1964

Have We Been Here Before?

Here and Now

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A New Way of Thinking About:

The Here and Now Revolution

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SOCIAL MOBILE

COMMERCE LOCAL

DATA

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The Google Blueprint ?

PLACES

Googlemaps Quicksee.com

TRANSACTIONS

Googlewallet Jamboo.com Zetawire.com

COMMUNITY

Google+ TheFridge Fflick.com

SHOPPING

Google Catalogs Sparkbuy.com Boutiques.com

PROMOTIONS

Google Offers Punchd.com Dealmap.com

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The Consumer is the Destination

What does the consumer want to do? Listen? Contribute? Watch? Learn? Browse? Purchase? Compare? Share? Read? Play?

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Media Brands are Outposts

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Creating the Best Experience for Each Audience and Platform

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Theres not a single business model There are really a lot of

opportunities and a lot of options and we just have to

discover them. Tim OReilly, CEO OReilly

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The Wall Street Journal

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Economist Group: All Platforms

The Economist

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The New York Times

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Vanity Fair

Engagement with the reader is everythingTouch technology will transform what magazines are, will transform the way they are made, marketed and consumed...We want to be everywhere the consumer wants us to be. Tom Wallace, Editorial Director, Cond Nast

HTML 5 The Web as News Database

Financial Times

The Data Workflow Visualizing complex dataset

- Bank debt exposure data Monitor site for updates CSV source Clean in Excel Import MySQL database Generate SQL query Publish XML Parse with ActionScript Publish with Flash

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The New York Post

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Hearst Unbound

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Why Here & Now? It is being done by people and players who are coming into the space of traditional players from the other end.

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Content from Commerce Roots

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Pessimists are usually right and optimists are usually wrong, but all the great changes have been accomplished by optimists. Thomas Friedman, December 9, 2008

Where are you now in this landscape? Where are you heading?CoRise, 2011

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Here and Now Accelerators

The iGeneration 4G connectivity The Personal Cloud Kindle Fire @ $199 Geolocation Touch Interfaces Analytics/Omniture Aggregators YouTube HTML5 IPTV/Apple TV Mobile Payments

1. Be a digital nativeits cumulative, like calculus

2. Set a user baseline for all digital experiences 3. Pay the tolls be there even when you dont

know the return

4. Know that technology is core, not support, particularly in data

5. Examine workflows, processes and CMS 6. Develop specific domain expertise 7. Look for recurring revenue and transactions 8. Spread your bets there is no one future 9. Experiment, partner and collaborate 10. Innovation has been turned upside down

The Here and Now Way

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THANK YOU!

ABCs 97th Conference and Annual Meeting The Integrated Audience: Bridging Customers, Communities & Content

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