@jonnykaldor - pugpig.com - kaldorgroup.com
Jul 28, 2015
pugpig.com ~ @pugpig ~ [email protected]
@jonnykaldor - pugpig.com - kaldorgroup.com
A few bits and bobs from UK publishing(and what’s going on over there)
@jonnykaldor - pugpig.com - kaldorgroup.com
1. Publishing models are changing (are editions a thing of the past?)
How often do I want to engage readers and for how long?
keep bringing them back
keep them reading for longer
And what are my advertisers looking for?
MPUs and algorithmic interstitials
Editorially placed interstitials
Mobile phones
Tablets
Traditional PCs
02013 2014 2015
2,800,000
2,100,000
1,400,000
700,000
Source: Gartner, October 2014
Global shipments of connected devices (1000’s units)
pugpig.com ~ @pugpig ~ [email protected]
pugpig.com ~ @pugpig ~ [email protected]
pugpig.com ~ @pugpig ~ [email protected]
Increased focus on digital marketing: Try, Test, Fail, Try againIntelligent use of push notificationsiOS8 Today widget and deep linkingContent marketing through social mediaProper investment in marketing activities
What sort of audience am I looking for?
Smaller but more loyal and valuable audience
Massive transient audience
Does my audience need to access content offline?
I’ll need my content when I’m on Dartmoor
Online only is fine
How do my readers want to consume content?
Curated journey through less content
(relax)
More content,search-based or
dipping in and out (research)
How will I keep them coming back?
I want push, background download, today widget,
home screen, badges
Direct mails are good
Do I need to tap into the features of the device?
Yeah I want location, calendar, contacts,
camera, audio player and the rest
No thanks - let’s stick to the content
What skills do I have in house?
I have loads of app developers (yeah right)or I have access to an
app framework
I have loads of great HTML developers
What do I want to sell to my advertisers?
Interstitial adsunder a new deal
Well understood web-based CPM model
But publishers are realising that they have to move beyond simple replicas to succeed
@jonnykaldor - pugpig.com - kaldorgroup.com
6. Publishers continue to move to structured content(and the demise of the PDF replica for all but long tail)
@jonnykaldor - pugpig.com - kaldorgroup.com