Post on 14-Apr-2017
THE MOST
SUCCESSFUL MAGAZINE
MEDIA INNOVATIONS
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
Elephant dancing to many digital tunes – now we know which tune to play
7 KEYS TO SUCCESS
ANY TRANSFORMATION
MUST BE BASED ON THESE INSIGHTS
1. Days when digital had the audience but
not the revenue are over
2. Display digital ad business model is dead
3. Controlled distributed content is a must
4. Mobile = different content for different platforms
5. Frequency is now everything
6. Only physical change will bring about
conceptual change
7. Trend watching is more important than metric watching
7 Insights +
5 Cases
HOW TO MAKE
MOBILE THE
SUCCESS IT
SHOULD BE
Mobile = different content for different platforms
Mobile is not a platform,
it is a new medium
THE INNOVATION IN MAGAZINE MEDIA 2016-2017 WORLD REPORT
HOW TO SUCCEED IN A MOBILE-
DOMINANT WORLD?
THE INNOVATION IN MAGAZINE MEDIA 2016-2017 WORLD REPORT
ONLY MOBILE CONTENT AND
ADVERTISING THAT ARE
totally unique and tailored to the mobile
experience WILL SUCCEED
THE INNOVATION IN MAGAZINE MEDIA 2016-2017 WORLD REPORT
“Consumers expect a relevant mobile experience —personalised, lightning-fast, consistent across screens,
and highly efficient. Scrolling, tapping, clicking, swiping,
talking, and motion must be part of it.” AllRecipes VP of consumer and brand strategy Esmee Williams
THE INNOVATION IN MAGAZINE MEDIA 2016-2017 WORLD REPORT
RESPONSIVE DOES NOT WORK
THE INNOVATION IN MAGAZINE MEDIA 2016-2017 WORLD REPORT
RESPONSIVE PRESUMES
DESKTOP IS STARTING POINT
DIGITAL-FIRST PRESUMES
DESKTOP IS THE ULTIMATE
DESTINATION
THE INNOVATION IN MAGAZINE MEDIA 2016-2017 WORLD REPORT
:
YOU MUST CREATE A STAND-ALONE, SEAMLESS,
MOBILE EXPERIENCE.
GO BEYOND MOBILE-OPTIMISED WEBSITES, LANDING PAGES,
CONTENT FOR THE SMALLER SCREEN, OR BASIC BRANDED
APPS
THE INNOVATION IN MAGAZINE MEDIA 2016-2017 WORLD REPORT
RESPONSIVE WEB DESIGN
MOBILE-FIRST DESIGN
THE INNOVATION IN MAGAZINE MEDIA 2016-2017 WORLD REPORT
GO MOBILE-ONLY
THE INNOVATION IN MAGAZINE MEDIA 2016-2017 WORLD REPORT
SO HOW DO YOU CREATE A
MOBILE-ONLY EXPERIENCE?
THE INNOVATION IN MAGAZINE MEDIA 2016-2017 WORLD REPORT
BUILD AROUND MOBILE TWO
MOMENTS
THE INNOVATION IN MAGAZINE MEDIA 2016-2017 WORLD REPORT
1. MICRO-MOMENTS
2. ME MOMENTS
THE INNOVATION IN MAGAZINE MEDIA 2016-2017 WORLD REPORT
1. MICRO-MOMENTS
THE “I WANT”
MOMENTS
THE INNOVATION IN MAGAZINE MEDIA 2016-2017 WORLD REPORT
I WANT-TO-know MOMENTS I WANT-TO-go MOMENTS I WANT-TO-do MOMENTS
I WANT-TO-BUY MOMENTS
— Sridhar Ramaswamy, Google senior VP,/ads and commerce
THE INNOVATION IN MAGAZINE MEDIA 2016-2017 WORLD REPORT
2. ME-MOMENTS
THE INNOVATION IN MAGAZINE MEDIA 2016-2017 WORLD REPORT
“ME TIME” CONSUMERS USING MOBILE
DEVICES TO READ LONG-FORM CONTENT, STREAM TELEVISION SHOWS AND
MOVIES, DO RESEARCH, AND ENGAGE IN ACTIVITIES - THE
OPPOSITE OF “MICRO-MOMENTS”
THE INNOVATION IN MAGAZINE MEDIA 2016-2017 WORLD REPORT
HOW TO CREATE
mobile-only CONTENT
THE INNOVATION IN MAGAZINE MEDIA 2016-2017 WORLD REPORT
SIX RULES FOR
MOBILE CONTENT
THE INNOVATION IN MAGAZINE MEDIA 2016-2017 WORLD REPORT
1. Let mobile behaviours guide your content creation and organisation
HYPER RELEVANT, EASY TO
NAVIGATE, QUICK & CUSTOMISABLE. NO LARGE
VISUALS THAT EAT UP BANDWIDTH AND TIME
THE INNOVATION IN MAGAZINE MEDIA 2016-2017 WORLD REPORT
2. Make it expandable
QUICKLY CONSUMED WHEN THEY’RE IN A HURRY, BUT ALSO LONGER FORM
FOR WHEN THEY’RE NOT. ALL STORIES DELIVERED AS SUMMARIES; TAP OR
SWIPE FOR MORE.
THE INNOVATION IN MAGAZINE MEDIA 2016-2017 WORLD REPORT
3. Expand into apps (your own and others)
TIME SPENT ON MOBILE APPS EXCEEDS WEB BROWSING BY FACTOR OF 10. CREATE
A BRAND APP, OR BETTER YET, APPS AROUND YOUR MOST POPULAR CONTENT
NICHES. AND CREATE CONTENT FOR OTHER RELEVANT APPS LIKE SNAPCHAT,
THE INNOVATION IN MAGAZINE MEDIA 2016-2017 WORLD REPORT
4. Offer SMS mobile alerts in your niches
GO BEYOND EMAIL NEWSLETTERS AND OFFER ALERTS ORGANISED AROUND
AREAS OF HIGH INTEREST TO YOUR READERS.
THE INNOVATION IN MAGAZINE MEDIA 2016-2017 WORLD REPORT
5. Join the video bandwagon
GO BEYOND EMAIL NEWSLETTERS AND OFFER ALERTS ORGANISED
AROUND AREAS OF HIGH INTEREST TO YOUR READERS
THE INNOVATION IN MAGAZINE MEDIA 2016-2017 WORLD REPORT
6. Segment your emails
THE MAJORITY OF EMAILS ARE ACTUALLY OPENED ON MOBILE
DEVICES. MAKE THESE EMAILS LESS TEXT-HEAVY, WITH LINKS AND CALL-
TO-ACTION BUTTONS THAT ARE EASY TO INTERACT WITH USING THE TAP OF
A FINGER.
THE INNOVATION IN MAGAZINE MEDIA 2016-2017 WORLD REPORT
1. MICRO-MOMENTS
2. ME MOMENTS
HOW TO DISTRIBUTE
CONTENT
WHERE THE
READERS ARE…
Controlled distributed content is a must
Frequency is now everything
IF YOU COULD SELL MORE OF YOUR
PRODUCT SOMEWHERE…
WOULDN’T YOU DO IT?
BIG BRANDS SELL ON OTHER
DISTRIBUTION PLATFORMS…
WHY NOT MEDIA
BRANDS?
"Think of it this way: If The New York Times struck a deal
with CVS (a US pharmacy chain) to have its print edition sold at CVS, you wouldn't see
a bunch of hand-wringing about how it’s handing over the Times’ keys to CVS.”
— Content and social media marketing consultant Simon Owens
WITH TWO BIG
CAVEATS: • AD FORMAT
CONTROL & REVENUE SHARE
• RICH AUDIENCE DATA
WHY DO IT?
WHY GO WITH SOCIAL
PLATFORMS? • Social networking is the #1 online activity in
every country • Social media sends
more referrals to publishers than Google (Facebook alone 38%)
• HUGE AUDIENCES • SPEEDY DELIVERY • MASSIVE
SHARING
APPLE AND FACEBOOK GIVE PUBLISHERS 70% OF
AD REVENUE FACEBOOK USES
COMSCORE FOR DATA; APPLE NO DATA YET
PUBLISHERS FORCED FACEBOOK TO CHANGE RULES: • MORE ADS/STORY
• FACEBOOK-ONLY ADS OKAY • RELATED ARTICLES (SPONSORED
CONTENT) AT THE END OKAY • AUTO-FILL AD SPOTS FOR UNSOLD
INVENTORY
NOW PUBLISHERS ARE MAKING AS MUCH ON FACEBOOK ON A PER-
VIEW BASIS AS ON THEIR OWN WEBSITES
— Business Insider president Julie Hansen
“We’ve been pleasantly surprised to see the monetisation
is so strong. It’s every bit as good as on our own site”
60-70% OF THEIR CONTENT
100% OF THEIR CONTENT
CHALLENGES • IT IS NOT CHEAP OR EASY
• EACH PLATFORM DIFFERENT TECH
• EACH PLATFORM DIFFERENT CONTENT
• NOT ALL AD FORMATS ACCEPTED
• NO ADS ON NATIVE VIDEO • SOME LIMITS ON THINGS
LIKE OUTBRAIN SERVICE DELIVERING BRANDED
CONTENT
WHAT TO DO:
Jump into one platform, probably
Facebook, as a test. See what
happens. Expand or pull back, as
results indicate.
HOW TO MAKE
MICRO-PAYMENTS
WORK
Days when digital had the audience but not the revenue are over
Display digital ad
business model is dead
CRITICS: MICROPAYMENTS HAVE BEEN TRIED
& FAILED
BUT INITIAL FAILURE DOES
NOT PRECLUDE ULTIMATE SUCCESS
GUESS HOW MANY AUTO COMPANIES
FAILED BETWEEN 1890-1915
381 IN THE UNITED STATES ALONE
CRITICS HAVE INSISTED:
Micropayments doomed because:
1. Mental transaction cost
2. Complicated system 3. Discomfort paying online
iTUNES CHANGED ALL THAT
“DIGITAL WALLET”
SYSTEMS ARE WORKING
EVERYWHERE NOW
AND FOUR OF THOSE TARGET
THE MEDIA
Blendle aggregates content from most of
the magazines and newspapers in one
country and charges a fee
(avg. US$.20)
Unlike Blendle,One-Pass stories live on
the publisher’s website. Readers also don’t have
to click-to-pay for every story but each choice is
deducted from a monthly account.
iMoneza is a cloud-based service for
single-story payments; publishers
only pay when readers pay
“We’re proving that people do want to pay for great
journalism” — Blendle founder Alexander
Klöpping
THE INNOVATION IN MAGAZINE MEDIA 2016-2017 WORLD REPORT
550,000 PEOPLE IN THE
NETHERLANDS & GERMANY
USE BLENDLE’S MICROPAYMENT
SYSTEM
BLENDLE PLANS A U.S. LAUNCH
IN 2016; PERHAPS France
A VAST MAJORITY
OF BLENDLE USERS ARE UNDER THE
AGE OF 35
1. Micropayments for journalism can work, but not for news
2. Readers punish clickbait creators by demanding refunds
3. Micropayments are a great measure of quality
4. Micropayment revenue is additional revenue, not cannibalism
FOUR LESSONS THEY’VE LEARNED
HOW TO SPOT & MAKE MONEY FROM
TRENDS
Trend watching is more important than metric
watching
THE INNOVATION IN MAGAZINE MEDIA 2016-2017 WORLD REPORT
HOW DO YOU SPOT A TREND?
THE INNOVATION IN MAGAZINE MEDIA 2016-2017 WORLD REPORT
LOOK AROUND
YOU
THE INNOVATION IN MAGAZINE MEDIA 2016-2017 WORLD REPORT
• MONITOR TRENDING HASHTAGS
• PAY attention to what your younger staffers ARE
WEARING, TALKING ABOUT, DOING IN THEIR SPARE
TIME
THE INNOVATION IN MAGAZINE MEDIA 2016-2017 WORLD REPORT
• KEEP AN EYE ON CONSUMER GOODS
SALES FIGURES
• WHEN 5% OF YOUR AUDIENCE HAS A NEW
DEVICE AND IT IS GROWING IN DOUBLE
DIGITS MONTH-ON-MONTH -THEN INVEST
THE INNOVATION IN MAGAZINE MEDIA 2016-2017 WORLD REPORT
TREND OF THE MOMENT
(AND THE FUTURE?)
THE INNOVATION IN MAGAZINE MEDIA 2016-2017 WORLD REPORT
VIRTUAL REALITY
THE INNOVATION IN MAGAZINE MEDIA 2016-2017 WORLD REPORT
THE INNOVATION IN MAGAZINE MEDIA 2016-2017 WORLD REPORT
THE NEW YORK TIMES DISTRIBUTED 1.31
million Google Cardboard DEVICES TO
SUBSCRIBERS.
THE INNOVATION IN MAGAZINE MEDIA 2016-2017 WORLD REPORT
IT QUICKLY BECAME THE
NYT’S most successful app
launch ever
THE INNOVATION IN MAGAZINE MEDIA 2016-2017 WORLD REPORT
THE PROJECT WAS SPONSORED BY GE
AND VEHICLE MANUFACTURER
MINI, WHOSE branded content
WAS PART OF THE APP EXPERIENCE.
THE INNOVATION IN MAGAZINE MEDIA 2016-2017 WORLD REPORT
“VR is already margin-positive for us. We’re making money out of VR. We
expect to make money from VR again in 2016”
— NYT CEO Mark Thompson
THE INNOVATION IN MAGAZINE MEDIA 2016-2017 WORLD REPORT
•LISTEN TO YOUR EDITORS
THE INNOVATION IN MAGAZINE MEDIA 2016-2017 WORLD REPORT
NICHE PUBLISHING
Provide curated depth delivered
to devoted communities
of shared interest
THE INNOVATION IN MAGAZINE MEDIA 2016-2017 WORLD REPORT
3.000.000 copies
MONDADORI LAUNCHED Il Mio
Papa IN 2014 RIDING THE
GLOBAL FASCINATION WITH
THE NEW POPE. IT LAUNCHED WITH
A PRESS RUN OF
ATLANTIC MEDIA ALSO LAUNCHED
NICHE PUBLICATIONS RECENTLY: QUARTZ AND DEFENCE ONE,
TARGETING INTERNATIONAL
BUSINESS PEOPLE AND THE DEFENCE
INDUSTRY.
HOW TO PRODUCE
VIDEO EFFICIENTLY,
EFFECTIVELY &
PROFITABLY
THE INNOVATION IN MAGAZINE MEDIA 2016-2017 WORLD REPORT
THE WEB IS NOW A VISUAL
MEDIUM WHAT STARTED AS
A TEXT-BASED PLATFORM HAS
NOW BECOME A PICTURES-IN-
MOTION PHENOMENON.
THE INNOVATION IN MAGAZINE MEDIA 2016-2017 WORLD REPORT
80% of all content consumed on
mobile devices will be video by
2018 — according to Cisco Systems
THE INNOVATION IN MAGAZINE MEDIA 2016-2017 WORLD REPORT
ADVERTISERS, TOO 2016 digital video advertising
spend expected to grow almost 30%
— according to eMarketer
THE INNOVATION IN MAGAZINE MEDIA 2016-2017 WORLD REPORT
SO IT’S A NO
BRAINER: THROW LOTS
OF RESOURCES AT VIDEO
THE INNOVATION IN MAGAZINE MEDIA 2016-2017 WORLD REPORT
BUT NOT SO FAST
VIDEOS CAN ALSO BE EXTREMELY EXPENSIVE
& COMPLICATED TO PRODUCE.
AS A RESULT, THEY CAN BE DIFFICULT TO MAKE
PROFITABLY.
THE INNOVATION IN MAGAZINE MEDIA 2016-2017 WORLD REPORT
MORE VIDEO = MORE
COST • BANDWIDTH
• VIDEO PLATFORM STREAMING • CONTENT
ACQUISITION • STAFFING
• PRODUCTION GEAR
THE INNOVATION IN MAGAZINE MEDIA 2016-2017 WORLD REPORT
“10% of your posted video content will
generate almost all your video pre-roll
revenue — you just don’t know
which 10%” — Peter Vamos, managing director of video at
Star Media Group in Toronto
THE INNOVATION IN MAGAZINE MEDIA 2016-2017 WORLD REPORT
7 STRATEGIES FOR A VIABLE VIDEO
BUSINESS MODEL
THE INNOVATION IN MAGAZINE MEDIA 2016-2017 WORLD REPORT
1. CREATE VIDEOS
MONETISED BY PRE-ROLL
USE TRADITIONAL AVENUES TO BUILD
AND ENGAGE VIDEO AUDIENCES, AND PAY
FOR THE INVESTMENT
THE INNOVATION IN MAGAZINE MEDIA 2016-2017 WORLD REPORT
2. LAUNCH PRODUCTS WITH MORE
MANAGEABLE COSTS
PARTNER WITH VIDEO CONTENT PROVIDERS
WHO DELIVER PACKAGES AND CUT
YOU A CHECK
THE INNOVATION IN MAGAZINE MEDIA 2016-2017 WORLD REPORT
3. LAUNCH PRODUCTS WITH
LOWER STREAMING COSTS
IN-ARTICLE OR INSTREAM VIDEO ADS, APPEARING IN
AN ARTICLE AND BEGINS STREAMING WITH VOLUME
MUTED
THE INNOVATION IN MAGAZINE MEDIA 2016-2017 WORLD REPORT
4. CREATE BRANDED VIDEO
CONTENT FOR CLIENTS • CHANNEL
SPONSORSHIPS • CUSTOM BRAND
INTEGRATIONS • NATIVE CONTENT
OPPORTUNITIES
THE INNOVATION IN MAGAZINE MEDIA 2016-2017 WORLD REPORT
5. AMORTISE YOUR VIDEOS
TIME INC. AND MEREDITH, FOR EXAMPLE, PLAN THEIR
VIDEO SCHEDULE TO INCLUDE AS MUCH
EVERGREEN CONTENT AS POSSIBLE, ENABLING THEM
TO REPUBLISH IT REGULARLY FOR A GREATER RETURN.
THE INNOVATION IN MAGAZINE MEDIA 2016-2017 WORLD REPORT
6. CREATE VIDEOS USING STILL
PHOTOGRAPHY CREATE A FEEL OF
MOVEMENT WITH PHOTOGRAPHS AND AUDIO
TRACK FOR VIDEOS AT A SIGNIFICANTLY LOWER
PRODUCTION COST
THE INNOVATION IN MAGAZINE MEDIA 2016-2017 WORLD REPORT
7. MAKE VIDEOS THAT MAKE MONEY
FOR EXAMPLE, ELLE CANADA AND FUISZ MEDIA MAKE VIDEO ADS
INTERACTIVE AND ACTIONABLE: VIEWERS CLICK ON AN AD FOR MORE INFORMATION ABOUT A PRODUCT, AND EVEN MAKE A
PURCHASE. EARLY ADOPTERS: DIOR, FORD, VICTORIA’S SECRET,
GILLETTE
THE INNOVATION IN MAGAZINE MEDIA 2016-2017 WORLD REPORT
THE HOTTEST
SPOT FOR VIDEO
TODAY?
THE INNOVATION IN MAGAZINE MEDIA 2016-2017 WORLD REPORT
FACEBOOK HANDS DOWN
THE INNOVATION IN MAGAZINE MEDIA 2016-2017 WORLD REPORT
“Facebook fans share native video
posts 12 times more often than
posts with links to video outside of
Facebook” — Eater New York editor Greg Morabito
THAT’S THE 2016-2017 INNOVATION IN MAGAZINE MEDIA WORLD REPORT
LET US LEAVE YOU WITH ONE REMINDER
INNOVATION STARTS
AT THE TOP
NO SEPARATE INNOVATION
LAB OR VP.
THAT SENDS THE MESSAGE: INNOVATION IS
NOT FOR EVERYONE
CHANGE YOUR
CULTURE
CHANGE YOUR
FUTURE
CHANGE IS WHAT WE DO AT INNOVATION
WE ARE ENABLERS OF CHANGE
INNOVATION MEDIA CONSULTING
THE GLOBAL EXPERTS IN HELPING MEDIA
COMPANIES INNOVATE
…WHAT REALLY MATTERS IS
JOURNALISM, EDITORS WILD IDEAS AND CRAZY
PEOPLE
INNOVATION MEDIA CONSULTING
…EDITORS WHO FOCUS ON:
GREAT WRITING
CONSTANT REINVENTION
PICKING UP NEW GADGETS WITH BOTH
HANDS INNOVATION MEDIA CONSULTING
FEAR IS THE MORTAL ENEMY OF CREATIVITY
CREATIVITY IS THE FUEL
OF INNOVATION
INNOVATION MEDIA CONSULTING
IF YOU ACCEPT CHANGE YOU NEVER GROW OLD
INNOVATION MEDIA CONSULTING
THERE IS A CLEAR WAY FORWARD TO REBUILD THIS BUSINESS BASED ON DIGITS AND ATOMS
INNOVATION MEDIA CONSULTING
IT’S TIME TO INNOVATE
INNOVATION MEDIA CONSULTING
Senor@innovation.media