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Reimagining the magazine subscription in an Amazon world

Apr 08, 2017

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Page 1: Reimagining the magazine subscription in an Amazon world
Page 2: Reimagining the magazine subscription in an Amazon world
Page 3: Reimagining the magazine subscription in an Amazon world
Page 4: Reimagining the magazine subscription in an Amazon world
Page 5: Reimagining the magazine subscription in an Amazon world

What would Amazon do?

Page 6: Reimagining the magazine subscription in an Amazon world

Project methodology & background

The mag sub in

context

YouGov Survey (2,000)

7 focus groups

Dovetail SSS

(145,000)

Publisher research

Page 7: Reimagining the magazine subscription in an Amazon world

Reimagining the mag sub

The mag sub in

context

Mapping the RRM

world

Mapping current mag purchasing Enhancing

the mag subscription

The B2B dimension

Report structure

Page 8: Reimagining the magazine subscription in an Amazon world

Reimagining the mag sub

The mag sub in

context

Mapping the RRM

world

Mapping current mag purchasing Enhancing

the mag subscription

The B2B dimension

Page 9: Reimagining the magazine subscription in an Amazon world

Mapping the RRM world

Page 10: Reimagining the magazine subscription in an Amazon world

The hyperactive Amazon

Page 11: Reimagining the magazine subscription in an Amazon world

Reimagining the mag sub

The mag sub in

context

Mapping the RRM

world

Mapping current mag purchasing Enhancing

the mag subscription

The B2B dimension

Page 12: Reimagining the magazine subscription in an Amazon world

The magazine purchasing model

Magazine Consumption

Content Platform

Purchase Channel

Repertoire Flex

Magazine Addiction

Subscription Mentality

Page 13: Reimagining the magazine subscription in an Amazon world

Magazine content platform

Page 14: Reimagining the magazine subscription in an Amazon world

Magazine purchase channel

Page 15: Reimagining the magazine subscription in an Amazon world

Magazine market sector map

Page 16: Reimagining the magazine subscription in an Amazon world

Magazine consumption outputs

Reader Value

£5.40 spend per month

3.0 issues read per

month

-16 trend in reading

Page 17: Reimagining the magazine subscription in an Amazon world

Magazine purchasing personas

Page 18: Reimagining the magazine subscription in an Amazon world

Magazine purchasing personas

10

20

30

40

50

60

70

80

90

100

110

10 15 20 25 30 35 40

Mag Sub %

Age (% under 35)

Persona Magazine Spend

Print Zealots Print Conservatives

121

Print Flexers

Print Dabblers

Digital Radicals

Digital Enhancers

Digital Experimenters

102

116

44 63

128

35

Older Younger

Page 19: Reimagining the magazine subscription in an Amazon world

Magazine purchasing personas

10

20

30

40

50

60

70

80

90

100

110

10 15 20 25 30 35 40

Mag Sub %

Age (% under 35)

Persona Magazine Spend

Print Zealots Print Conservatives

121

Print Flexers

Print Dabblers

Digital Radicals

Digital Enhancers

Digital Experimenters

102

116

44 63

128

35

Older Younger

Page 20: Reimagining the magazine subscription in an Amazon world

Magazine purchasing personas

10

20

30

40

50

60

70

80

90

100

110

10 15 20 25 30 35 40

Mag Sub %

Age (% under 35)

Persona Magazine Spend

Print Zealots Print Conservatives

121

Print Flexers

Print Dabblers

Digital Radicals

Digital Enhancers

Digital Experimenters

102

116

44 63

128

35

Older Younger

Page 21: Reimagining the magazine subscription in an Amazon world

Magazine purchasing personas

10

20

30

40

50

60

70

80

90

100

110

10 15 20 25 30 35 40

Mag Sub %

Age (% under 35)

Persona Magazine Spend

Print Zealots Print Conservatives

121

Print Flexers

Print Dabblers

Digital Radicals

Digital Enhancers

Digital Experimenters

102

116

44 63

128

35

Older Younger

Page 22: Reimagining the magazine subscription in an Amazon world

Reimagining the mag sub

The mag sub in

context

Mapping the RRM

world

Mapping current mag purchasing Enhancing

the mag subscription

The B2B dimension

Page 23: Reimagining the magazine subscription in an Amazon world

Unpacking the magazine subscription

Givens Enhancements Variables Content quality Rewarding loyalty Title flexibility

Competitive pricing Payment options Membership

Easy cancellation Frictionless processes Gifting

Fast & faultless delivery Trial Content Atomisation

Fast problem resolution Added value

Control & personalisation

Subscription theatre

Content architecture

Ecommerce

Page 24: Reimagining the magazine subscription in an Amazon world

Membership: who wants it?

Buyers Supporters Investors

Contract Club Community

Page 25: Reimagining the magazine subscription in an Amazon world

Membership: who wants it?

Buyers Supporters Investors

Contract Club Community

• Core versus generic benefits.

• Understanding the real role of the brand.

• Magazines as benefits in a bigger club.

• Getting embedded in the “life-flow”

Page 26: Reimagining the magazine subscription in an Amazon world

The overload cycle

Page 27: Reimagining the magazine subscription in an Amazon world

The overload cycle

• Shifting focus from front-end to in-service.

• Reacting in real time to overloads.

• Getting the benefits right.

• Fast & frictionless cancellation.

Page 28: Reimagining the magazine subscription in an Amazon world

Reimagining the mag sub

The mag sub in

context

Mapping the RRM

world

Mapping current mag purchasing Enhancing

the mag subscription

The B2B dimension

Page 29: Reimagining the magazine subscription in an Amazon world

The B2B / Consumer interface

• The B2B magazine landscape

• Attitudes to work

• How B2B magazines have changed

• How B2B magazines are read

• What Consumer can learn from B2B

• What B2B can learn from Consumer

• Subscribing to B2B magazines

Page 30: Reimagining the magazine subscription in an Amazon world

Reimagining the mag sub

The mag sub in

context

Mapping the RRM

world

Mapping current mag purchasing Enhancing

the mag subscription

The B2B dimension

Page 31: Reimagining the magazine subscription in an Amazon world

What do you think about these?.....

Page 32: Reimagining the magazine subscription in an Amazon world

What if?......

+ + = ?

Page 33: Reimagining the magazine subscription in an Amazon world

The magazine consumer’s purchase options

Content Platform

Delivery Channel

Commitment Information

Unit Payment

Print Retail Single Copy Issue Method

Digital Home Delivery

Post Retail home delivery

Ongoing Open-ended Fixed term

Article Frequency

Click & Co (shop save)

Minimum Information

Unit

Digital Stream

Download

Flow of free (access-level) content

Page 34: Reimagining the magazine subscription in an Amazon world

Reimagining the mag sub

The mag sub in

context

Mapping the RRM

world

Mapping current mag purchasing Enhancing

the mag subscription

The B2B dimension

Page 35: Reimagining the magazine subscription in an Amazon world

Understanding the magazine now

• Understanding buying as deeply as reading

• Tracking readers’ changing digital activity

• Understanding the role of the magazine brand

• Mapping the multiples

• Preparing for the Digital Jump

Page 36: Reimagining the magazine subscription in an Amazon world

Following the global RRM trends

• From front-end choice to in-service control

• From lock-in to satisfaction

• From subscription to membership

• Free as a pathway to paid

• Maximising the multiples

Page 37: Reimagining the magazine subscription in an Amazon world

Optimising the existing assets

• Joining up the dots Print + digital Retail + direct Reading + buying

• Moving from bolt-on to rebuild

• Maintaining quality in every dimension

• Owning the complete magazine experience

• Tailoring offers & models

Page 38: Reimagining the magazine subscription in an Amazon world

4 key challenges

Balancing Retro & Relic

Page 39: Reimagining the magazine subscription in an Amazon world

4 key challenges

Balancing Retro & Relic

The loyalty timebomb

Page 40: Reimagining the magazine subscription in an Amazon world

4 key challenges

Balancing Retro & Relic

The loyalty timebomb

The smartphone opportunity

Page 41: Reimagining the magazine subscription in an Amazon world

4 key challenges

Balancing Retro & Relic

The loyalty timebomb

The smartphone opportunity

Breaking through the noise

Page 42: Reimagining the magazine subscription in an Amazon world

Some practical suggestions

• Break down the internal silos

• Take everything apart & then reassemble it

• Develop a deeper understanding of the end user

• Segment and automate everything possible

• Rethink what “customer service” really means

• Build partnerships

• Watch Amazon and grocery retail

Page 43: Reimagining the magazine subscription in an Amazon world

Joining up the dots of a multi-dimensional

medium

Page 44: Reimagining the magazine subscription in an Amazon world