Top Banner
FAIRFAX MEDIA NZ Sinead Boucher Group Executive Editor
30

Media diversification. From disrupted to disruptor

Apr 11, 2017

Download

Documents

Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
  • FAIRFAX MEDIA NZ

    Sinead BoucherGroup Executive Editor

  • FROM DISRUPTED TO DISRUPTOR.

  • WHO WE ARE:

    PRESS MAGAZINES DIGITAL

    WE REACH APPROX

    3.5MPEOPLE A MONTH ACROSS ALL OUR PUBLICATIONS.

  • BUSINESS PROBLEM

    Traditional advertising and subscription revenue - print or digital - is not going to be enough for the future on its own.

  • WE NEEDED TO DIVERSIFY AND

    BECOME MORE THAN A PUBLISHING COMPANY

  • OUR BUSINESS

    ADVANTAGE Local Mass audience Trust & credibility Stuff brand

  • #1 NZ DIGITAL BRAND

  • HOW CAN WE LEVERAGE OUR AUDIENCES DIFFERENTLY?

    NUMBER ONE LIFESTYLE

    1. STUFF - LIFE & STYLE2. HERALD3. MODE

    NUMBER ONE FINANCE INVESTMENT

    1. STUFF - BUSINESS DAY2. ANZ BANK3. HERALD

    NUMBER ONE HEALTH & FITNESS

    1. STUFF WELL & GOOD2. WEB MD HEALTH NETWORK

    3. WEB MD

    NUMBER TWOMOTORING

    1. TRADEME2. STUFF - MOTORING

    3. AA

    NUMBER ONETRAVEL

    1. STUFF - TRAVEL2. AIR NEW ZEALAND

    3. PRICELINE NETWORK

    NUMBER TWO HOME

    1. TRADEME2. STUFF - HOME & PROPERTY

    3. MITRE 10

  • FROM

    VICTIMDEFENSIVENEGATIVERISK AVERSE

    TO

    VISIONARYNOTHING TO LOSEOPTIMISTICEXPERIMENTAL

    A CHANGE IN MINDSET

  • THE DISRUPTORto

  • AS A DISRUPTOR, WE HAD THREE STEPS THAT WOULD DRIVE BEHAVIOUR CHANGE.

    AUDIENCE FIRST GET OUR OWN HOUSE IN ORDER

    FREEDOM TO TEST AND LEARN

  • AUDIENCE FIRSTReorientate the business around a purpose.

    Answer the question, how we can make

    New Zealanders lives better?

    Why

    How

    What

  • TO BRING INSPIRATION AND INNOVATION TO EVERY ATHLETE IN THE WORLD.*

    *IF YOU HAVE A BODY, YOU ARE AN ATHLETE.

  • FAIRFAX MEDIA PURPOSE

    IN THEIR COMMUNITIESCONNECTCONNECT THRIVETHRIVE

  • GETTING OUR OWN HOUSE IN ORDER

    1. New technology2. A reimagined NZ newsroom3. Massive product alignment4. Unprecedented quality-based training

    FAIRFAX NZ: A LIVING LAB

  • More stories.More immediacy

    FROM PRE-REWIRED...

    STUFF BEING

    #1 NEWS SITE

    TO POST-REWIRED

    STUFF BEING #1

    NZ DIGITAL SITE

    RESULTS

  • FROM PRE-REWIRED

    21%OF PRODUCTION

    STAFF IN EDITORIAL IN FAIRFAX NZ

    465 CONTENT STAFF, 125 PRODUCTION STAFF - PRINT & DIGITAL

    TO POST-REWIRED

    5% OF PRODUCTION

    STAFF IN EDITORIAL IN FAIRFAX NZ

    544 CONTENT STAFF, 42 PRODUCTION STAFF - PRINT & DIGITAL

    RESULTS

    Production Light

  • TEST & LEARN

    CONTENT. COMMUNITY. COMMERCE.

    The purpose is a lens to focus our innovation efforts across all three strategic pillars of the business.

  • CO

    NTE

    NT

    SUCCESS FAILUREBRINGING YOU THE NEWS SO YOU DONT MISS OUT

    A VOICE FOR YOUTH ON WHAT MATTERS

    Snapchatters shared their views on growing up Kiwi, as part of the School

    Report series.

    /snapchat

  • COMMERCE

    NZS NEW SEAMLESSPURCHASING EXPERIENCE,

    ON STUFF.CO.NZ

    SUCCESS

  • 72% reach 145,000 advertisers 600m page impressions 1.6b trades 55% higher video completion rates

    SUCCESS

    15% higher viewability

    than seen on other major exchanges

  • NIGHT NOODLE MARKETS

    90,000attended in

    Wellington & Christchurch

    SUCCESS

    CO

    MM

    UN

    ITY

  • HYPERLOCALCONTENT

    Reorientated community

    newsforce

    COMMERCE platform that

    enables consumers to become

    producers and extract their

    own value

    Helping Kiwis connect and

    thrive in their COMMUNITY.

  • Broadband is like a tap.

    Fibre is like a hydrant.

    A better, simpler internet experience.

    Find Your Freedom with StuffFibre.co.nz

    Broadband is like a tap.

    Fibre is like a hydrant.

    A better, simpler internet experience.

    Find Your Freedom with StuffFibre.co.nz

  • NEIGHBOURLY ADOPTION RATE

    BIGGER THAN TWITTER & LINKEDIN

  • SUCCESSBEGAN AS A START UP TODAY

    16 years ago as a publishing site

    New Zealands biggest domestic digital brand

  • STUFF AS A PLATFORM

    PartnershipsTVNZ

    Radio NZ #buythisbeachnz

    Platform Partnership

    Stuff FibrePopshop

    Stuff CircuitStuff Nation

    Snapchat

    COMMUNITIES OF INTEREST

    NEWS & INSPIRATION

    NEIGHBOURLY

    CONTENT COMMERCE

  • CONTENT COMMUNITIES

    THE FREEDOM TO BUILD BUSINESSES ACROSS

    A diversified business.Firmly rooted in the intent to help Kiwis connect and thrive in their communities

    COMMERCE

    WHERE WE ARE TODAY

  • 5 LESSONS FROM OUR JOURNEY SO FAR.SCALE IS NOTHING

    WITHOUT TRUST AUDIENCE FIRST,

    NOT PRODUCTFIND YOUR PURPOSE

    ADOPT A DISRUPTOR MINDSET

    TEST & LEARN