Mobile publishing - a chance for a digital do-over

Mobile - a chance for a digital do-over

Claus Enevoldsen Next Issue Media

@cenevoldsen

linkedin.com/in/clausenevoldsen

What’s the last thing you touch before going to bed? •  91% U.S. residents have a mobile device within reach 24/7

http://monetate.com/infographic/responsive-design-the-next-great-hope-or-all-hype/ http://newsosaur.blogspot.com/2014/01/mobile-offers-local-media-digital-do.html

•  79% of smartphone owners reach for it within 15 minutes of waking up

•  2/3 of U.S. mobile users have smartphones

•  1/3 of American homes have a tablet

http://newsosaur.blogspot.com/2014/01/mobile-offers-local-media-digital-do.html 2

“If you make a bad decision now, you’re just lazy”

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- Jay Baer

Remember the good old days?

4 Source: Pew, http://newsosaur.blogspot.com/2014/01/mobile-offers-local-media-digital-do.html

1991

68%

56%

54%

0%

2012 Under 45

55%

33%

33%

30%

17%

50%

Preferred news source

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§  Will increase page count by 50%

§  Making editorial changes to reflect an increasing digital industry

§  Upgrading Website

§  Introducing membership program

“The reality is that Ad Age is now a 24-hour news service online, around the world, and so we want to evolve the magazine with content better suited for the print medium.”

Allison Arden, Ad Age Publisher

§  13% ad page drop year-over-year for B2B magazines

§  Absorbed BtoB Magazine last year

§  Print frequency reduced by 45%, dropping to 25 issues per year

http://www.foliomag.com/2014/ad-age-cuts-frequency-almost-half#.UtLOlGRDv98

§ 9.2% down in ad pages § Down from 42 to 29 issues

a year § Print revamped to include

The Cut, popular online spinoff

§ No layoffs announced

§ Hiring 15 new people on the digital side

§ Nymag.com grew traffic 19% in the last 8 months, 9M monthly uniques

http://blogs.hbr.org/2013/12/publishers-stop-crying-over-spilled-ink/ 6

The dilemma of two audiences, and why there’s no turning back

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Digital Natives - Grown up in a digital age

(Millenials, Gen X)

- True Connected Consumers; extremely connected

- Media consumption pattern: digital only

- Ccross over from screen to screen seamlessly

- Share everything

- Not as concerned about privacy

- Audience of audiences

Digital Immigrants - Remember the days when TV,

Radio and Print ruled the day

- Learning quickly how to live in the “digital country”

- Learning by the Digital Natives

- Will continue to have an “accent”

- Motivation for being connected is different than the Digital Natives

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It won’t be easy getting the attention of Connected Consumers

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Social – what glues Connected Consumers together

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Social IS mobile

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Facebook accounts for more mobile minutes in the U.S. than “Youtube, Pandora, Yahoo, Twitter, Pinterest, Tumblr, AOL, Snapchat and LinkedIn – combined.”

– Sheryl Sandberg, Facebook COO, 10/30/13

http://techcrunch.com/2013/10/30/nearly-half-48-of-daily-users-of-facebook-are-now-mobile-only-says-ceo-zuckerberg/

Social is pervasive

12 http://mashable.com/2013/04/12/social-media-demographic-breakdown/

Used by online adults: •  Facebook: 67% •  LinkedIn: 20% •  Twitter: 16% •  Pinterest: 15% •  Instagram: 13% •  Tumblr: 6%

Which demographic uses social media?

Social media serves as a pathway to news

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Percent of U.S. adults who use each social networking site & percent of U.S. adult who get news from each social networking site

http://www.journalism.org/2013/11/14/news-use-across-social-media-platforms/

So what?

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Mobile & Social is at the forefront of the Digital Revolution

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•  Both are mobile •  Moving at different paces •  Different interests & motivations

Digital Immigrants are less connected, less socially active

•  Traditional media has a place

Media consumption behaviors have changed Digital Natives and Digital Immigrants

•  Digital metabolism is high •  Mobile is the 1st screen •  Multi-screen world •  Social is mobile is social •  Everything is shared •  Get news from social/mobile

Strategy

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Leadership

Content T.E.P.P.

Leadership

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§ You’re a Digital Immigrant - learn the language of the natives

§ Immerse yourself § Embrace change

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Lead the charge

Case Study: Next Issue Media

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The Situation

Printed Magazines

?

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Made for consumption

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“Lean Back”

Mobile Newspaper

Tablet Tablet

TV

Desktop

6:00am 10:00pm

5:00pm 9:00am

The Bet

§ People love the magazine experience…

§ We can make that experience better on tablets…

§ Print readers will migrate to digital…

§ And we will grow a new audience…

§  In fact, we think they will read more…

§ And most importantly, we believe people are willing to pay for it…

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Incumbents Traditionally Suck At Disruption

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Disruptors

Music Labels § Napster § Apple § Spotify

Newspapers

§ Huffington Post § Craigslist § LinkedIn § Etc.

Blockbuster § Netflix

Magazines § ??

Physical Era Digital Era Disruptors

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Where’s the innovation?

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Highest Value Premium content

§ Go where the readers are, not the long tail § Our 70 titles = 80% of circulation

Flat rate “All you can eat” pricing § High value, high discovery, high consumption proposition

A single, uniform magazine application

§ Reverse paradigm of single title “gated community” apps § Unlocks search, sharing and personalization across titles

Available on demand across all major tablets

§  IOS, Android/Kindle and Win8 (desktop and tablet) § U.S. & Canada

IS THAT ENOUGH?

Is Flipboard changing consumer behaviors?

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Product Innovation

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Personalization

Social Sharing

Search

Advertising

Are you ready to disrupt?

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Type Environment

Pace Packaging

Content T.E.P.P.

Your Differentiator = Local Business

Your current audience The C-Suite, Digital Immigrants

You’ve got it covered!

Your new audience Mid-level, Young Professionals, Digital Natives Different place in life-cycle Interests: •  Career advice •  Leadership & Management •  Tech news •  Social media news •  Entrepreneurship •  Beyond local?

Type

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§ What should be the pace of digital content versus print?

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§ What situation is the user in when accessing content?

§ Where are they located, what are they trying to achieve?

§ What platform are they on (mobile, tablet, social)?

Pace Environment

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§ Consider the environment and pace, how should you package the content?

§ What media elements are needed to make it compelling (copy, photo, video)?

§ What Digital Channels are needed to suit the package? - Web

- App

- Social

- Email

Packaging

Case Study: Forbes

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Type Environment Pace Packaging

Digital Content model: More, More, More

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§ Topic experts build their own individual publishing brand

§ 1,200 expert contributors live side-by-side with full-time staff reporters

§ Contributors can be part of an incentive plan tied to the size of their loyal audience

http://www.forbes.com/sites/lewisdvorkin/2014/01/10/inside-forbes-were-diving-into-the-era-of-news-streams-with-breakthrough-mobile-products/

BrandVoice – branded content

§ Marketers can publish content on Forbes.com through BrandVoice § Their posts are transparently labeled across print and digital

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Mobile first design

§  Mobile first design: -  The Era of News

Streams

§  30% of total audience is from mobile

§  Tablet and smartphone traffic expected to hit 50% by end of 2014

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Mobile: Rivers & Swipes, commenting, sharing

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“Stream”

§  Creating it’s own mini social network” of readers

§  Allowing readers to save, share and discover visual content

§  Users can share to the public-facing Forbes “Stream” or to their own personal stream.

§  Allows readers to continue to share to other social media platforms (Facebook, Twitter, LinkedIn, Pinterest, Tumblr, Evernote, Email)

§  Helps readers discover new content

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Summary

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•  Targeting affluent business market

•  Creating a premium community through quality and unique business content

•  Targeting connected people in a multi-screen environment

•  Easy to share and comment

•  Easy to browse; instant experience

•  Content is not compromised

•  Optimized for both short and long breaks

•  More, more, more

•  24/7

•  Content from: •  Staff •  Bloggers •  Brands •  Users

(“Stream”)

•  Web/Mobile: •  Designed for

each screen •  Packed with

slide shows and video

•  Rivers & Swipes

•  Lean-back: •  Magazine app

with more interactivity, social “stream”

•  Print with deep analysis

Environment Type Pace Packaging

It’s working for Forbes

§ 55% of ad revenue is digital

41 http://www.forbes.com/sites/lewisdvorkin/2013/12/16/inside-forbes-how-we-played-moneyball-in-2013-10-line-drives-and-10-we-fouled-off/

Case Study: Yahoo News Digest

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Type Environment Pace Packaging

“A definitive summary of all the important, need-to-know news.”

§  Mimics newspapers with a curated, finite experience

§  Morning & Evening Editions

§  Each summary is presented with key information

§  Visually stunning and easy to use

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“Atoms” “Atoms” based on algorithms and hand curation

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Gamified Tracks stories read Rewards completion Countdown

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Rivers and Swipes Wait, there’s more Swipe from story to story

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Summary

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•  Targeting Connected Consumers with short attention spans

•  Summary of all the important need-to-know stories with in-depth “Atoms”

•  Content created for mobile only

•  Easy to share and comment

•  Easy to browse, instant experience

•  Content is not compromised

•  Optimized for both short and long breaks

•  Celebrates scarcity

•  Twice a day

•  Content from multiple sources – still plenty of content

•  iOS App: •  Visually stunning •  Rivers & Swipes •  Packed with

photos, infographics, videos, etc.

Environment Type Pace Packaging

Packaging: A deeper look

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Responsive Web

Responsive Email

Social

Responsive Web

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What screens are used to consume news?

50 http://www.parsely.com/authority/2013/12/

12.8% 10.0% 8.5% 6.9% 6.9% 6.5% 5.3%

5.2% 5.0% 3.8% 3.5%

The Q – Responsive design in action

§  “Helps fans keep up with the big stories they care about, in the quick twitch way they want to do it.”

§  Designed specifically for on-the-go consumption

§  Rivers and swipes

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Laptop Tablet Smartphone

Responsive Email

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48% of emails are opened on mobile

53 https://litmus.com/blog/48-of-emails-are-opened-on-mobile-gmail-opens-down-20-since-tabs

They’re unhappy with your emails

54 http://www.slideshare.net/ExactTarget/the-mobile-inbox-101-content-strategy-and-user-experience

Mobile magnifies content

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Social

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What’s your social media strategy?

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1/14 – 1/21 Crains NY Silicon Valley Indianapolis Ad Age

FB posts 12 55 0 44

LinkedIn posts

Biz page: 0 (Group for

member posts)

14 0 1

Tweets 75 +100 17 +100

§ How often are you posting? § Does it create engagement?

§ Do you have a plan to grow your social audience?

SF Chronicle: A digital and social boot camp

Goals: §  Focus on retraining, not

threatening

§  Remove reporters from a traditional newsroom

§  Get them to think digital first

§  Give them new digital metrics such as engagement time

§  Real-time monitoring of clicks from social media and

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All reporters will undergo two months of rigorous training

The Biz Publisher’s Playbook

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1.  Become a digital leader

2.  Develop a two-pronged digital content strategy for Digital Immigrants and Digital Natives

3.  Create a digital, multi-screen content organization with mobile first

4.  Embed social in the fabric of your organization 5.  Redesign your Website and Emails to be

responsive

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Remember, money follows eyeballs

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Thank you