THE MOST SUCCESSFUL MAGAZINE MEDIA INNOVATION IN THE WORLD
CASES FROM 12 MONTHS OF RESEARCH & LESSONS FROM OUR GLOBAL CONSULTING WORK
THERE IS A CLEAR WAY FORWARD TO REBUILD THIS BUSINESS BASED ON DIGITS AND ATOMS INNOVATION MEDIA CONSULTING
FROM PROGNOSTICATION TO PRESCRIPTION
5 KEYS TO SUCCESS ALL ROUTES TAKE YOU THROUGH ONE OF THESE ROADS
1. MOBILE IS THE DOMINANT PLATFORM 2. VIDEO THE DOMINANT MODE 3. NATIVE ADVERTISING WILL BE THE DOMINANT VEHICLE 4. PROGRAMMATIC WILL BE THE DOMINANT METHOD 5. EVENTS, E-COMMERCE WILL HELP REPLACE LOST PRINT REVENUE
ALL THESE MUST BE PART OF THE NEW BUSINESS MODEL MIX INNOVATION MEDIA CONSULTING
5+3 key innovations
� 1 MICRO- PAYMENTS
MICROPAYMENTS ANSWER MEDIA’S TOUGHEST “WHAT IF” QUESTIONS
“WHAT IF” • You could read all the journalism you care for in one place You would only need to register once to read all of what you do want
“WHAT IF” • You would only pay for the articles you were interested in and actually read and liked You wouldn’t be pressured to subscribe
“WHAT IF” • You wouldn’t be bombarded by ads You’d get your money back if you didn’t like the storY
ENTER BLENDLE
• ALL MAJOR DUTCH NEWSPAPERS & MAGAZINES
• 400K REGISTERED USERS TWO-THIRDS UNDER AGE OF 35
• ESTIMATED 5,000 NEW USERS/MO. ONE IN FIVE TOP UP THEIR ACOUNTS
• AVERAGE ARTICLE PRICE = € 0.20 AVERAGE REFUND REQUEST = 10%
• GERMAN LAUNCH W/ ALL DAILIES BUT ONE GERMAN BETA TEST: USERS TOPPED UP ACCOUNTS 5x HIGHER
AND …
“It’s money from people who weren’t paying for journalism before.” “” — Blendle founder Alexander Klöpping Klöpping
“My friends had never paid for music and movies, until Spotify and Netflix.” — Blendle founder Alexander Klöpping Klöpping
“And with Blendle, they’re paying for journalism, often for the first time in their lives.” — Blendle founder Alexander Klöpping Klöpping
PUBLISHERS AND BLENDLE SPLIT THE REVENUE, 70% GOING TO THE PUBLISHER
OUTSIDE OF THE NETHERLANDS & GERMANY: The Washington Post , The New York Times , The Wall Street Journal, and The Economist
ANOTHER MICROPAYMEN T CASE: The Winnipeg Free Press here in Canada
LOSING PRINT CIRCULATION
THEY DISCOVERED WHERE FORMER SUBSCRIBERS HAD GONE
THEIR MOST AVID ONLINE USERS WERE PEOPLE WHO’D LET THEIR SUBSCRIPTIONS LAPSE “”
SO, THE ‘FREEP’ LIMITED ONLINE READERS TO THREE STORIES IN THEIR LIFETIME!
READERS MUST REGISTER THEIR CREDIT CARD, PAY 27 CENTS PER STORY
THEY GET BILLED AT THE END OF THE MONTH, UP TO THE PRICE OF AN ONLINE MONTHLY SUBSCRIPTION
IT’S WORKING
“We get a couple of dozen new casual readers sign up every day and are selling a substantial number of articles every day online” — Free Press publisher Bob Cox
ANOTHER EXAMPLE
CoinTent
TWO TO FIVE TIMES MORE PAYING READERS than publishers draw with subscriptions — Bradley Ross, Founder and CEO
55% PURCHASE ANOTHER ARTICLE — Bradley Ross, Founder and CEO
READERS ARE GETTING MORE COMFORTABLE PAYING DIGITALLY
� 2 MOBILE FIRST
WHAT IS THE BEST STRATEGY FOR A MOBILE MAGAZINE? DON’T HAVE A MAGAZINE MOBILE APP…
IS YOUR WEBSITE RESPONSIVE?
GOOD FOR YOU, BUT …
THAT ISN’T ENOUGH ANYMORE
AS HOCKEY GREAT WAYNE GRETSKY ONCE SAID:
“DON’T SKATE TO WHERE THE PUCK IS!”
“SKATE TO WHERE IT WILL BE!”
IN OTHER WORDS, RESPONSIVE IS SO YESTERDAY
READERS NO LONGER JUST WANT YOUR WEBSITE TO LOOK NICE ON MOBILE
READERS WANT A MOBILE EXPERIENCE THAT DELIVERS ON THEIR MOBILE EXPECTATIONS
AND THAT DELIVERS USING THE UNIQUE POWERS OF MOBILE
MOST OF US DO NOT DO THAT; MOST OF US ARE PLAYING CATCH-UP
TODAY, YOU MUST BE MOBILE-FIRST
WHY?
“CUSTOMER EXPECTATIONS HAVE CHANGED” — Andres Wolberg-Stok, Citi Global Head of Emerging Platforms
“This is a mobile mind shift, not just ‘mobile first’. It is a complete change in the psychology of consumers” — Forrester Research senior vice president Josh Bernoff
“WHAT LIES AHEAD ISN’T JUST A MOBILE- READY CUSTOMER EXPERIENCE.” — BRIAN SOLIS, ALTIMETER GROUP
MOBILE-ONLY IS BECOMING THE NEW STANDARD — BRIAN SOLIS, ALTIMETER GROUP
MOBILE IS 62 % OF TOTAL DIGITAL TIME SPENT IN U.S. — Comscore 2015 Mobile App Report
MOBILE IS EMERGING AS A SELF-CONTAINED EXPERIENTIAL PLATFORM
FOR EXAMPLE: FACEBOOK DIDN’T JUST MAKE ITS DESKTOP SITE MOBILE-FRIENDLY
FACEBOOK DESIGNED A COMPLETELY UNIQUE MOBILE EXPERIENCE SUITED TO SMARTPHONES
FACEBOOK ALSO DESIGNED AN ENTIRELY NEW ADVERTISING PLATFORM TO MONETISE THEIR UNIQUE MOBILE EXPERIENCE
NOW MORE THAN 50% OF THEIR REVENUE IS FROM MOBILE
SO DO NOT, REPEAT DO NOT, BUILD YOUR MOBILE EXPERIENCE ON YOUR LEGACY FOUNDATION
THAT WOULD BE ITERATING NOT INNOVATING
THAT WOULD BE INCREMENTAL CHANGE NOT INNOVATION
READERS WILL PUNISH YOU
THEY WILL JUMP TO A COMPETITOR WHO BETTER UNDERSTANDS THE MOBILE EXPERIENCE
YOU MUST PUBLISH CONTENT THAT IS UNIQUE TO MOBILE
ON A UNIQUELY MOBILE SCHEDULE
• 7 AM: Prepare me for the day 9 AM: Make me feel connected 11 AM: Help me follow a developing event Noon: Improve my lifestyle; help me plan 3 PM: Update me on what I’ve missed 4 PM: Empower me to appreciate or take part in an event 9 PM: Entertain me
WITH A UNIQUE MOBILE TEAM THAT “GETS MOBILE”
AND THEN, GET READY FOR WEARABLES!
GET READY, TOO, FOR LOCATION- BASED NOTIFICATIONS!
YOUR ADVERTISERS AND YOUR READERS MAY BE READY BEFORE YOU ARE!
NEW, LOW-ENERGY SIGNALS, LIKE APPLE’S iBEACON & SAMSUNG’S PROXIMITY, ARE OFFERING IN-STORE MOBILE CONNECTIONS
HALF OF THE TOP U.S. RETAILERS ARE STRATEGISING AROUND IN-STORE BEACONS TO IMPROVE THE SHOPPING EXPERIENCE
ALREADY, 20% OF AMERICAN ADULTS OWN A WEARABLE…
� 3 MEDIA HUBS - CULTURE
INNOVATION IS NOT IMITATION INNOVATION MEDIA CONSULTING
WE ARE NOT GOOGLE OR FACEBOOK INNOVATION MEDIA CONSULTING
WE DO STORY TELLING, JOURNALISM, NOT ALGORITHMS INNOVATION MEDIA CONSULTING
EXPERIMENTATION YES… BUT SORRY, FAILURE IS OVERRATED INNOVATION MEDIA CONSULTING
WE KNOW ENOUGH ABOUT WHAT WORKS TO EMBRACE AND IMPLEMENT INNOVATION MEDIA CONSULTING
INNOVATION DOES NOT HAPPEN IN A VACCUM INNOVATION MEDIA CONSULTING
INNOVATION DOES NOT HAPPEN BECAUSE YOU HIRE DIGITAL NATIVES OR CREATE INNOVATION LABS INNOVATION MEDIA CONSULTING
INNOVATION HAS TO PERMEATE EVERYTHING, EVERYWHERE AND EVERY ONE INNOVATION MEDIA CONSULTING
INNOVATION MUST START AND END ON THE EDITORIAL FLOOR INNOVATION MEDIA CONSULTING
HOW DO YOU REORGANISE TO DO MORE GREAT THINGS THAN EVER INNOVATION MEDIA CONSULTING
TO INNOVATE, YOU MUST CHANGE:
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