Post on 10-Aug-2015
PUBLISHING IN THE DIGITAL AGE
FROM PRINT TO MULTIMEDIA PROFITABILITY ANDREW DUCK
AUDIENCE MEDIA
VISIT VIETNAMBUSINESS.TV FOR BUSINESS VIDEOS, NEWS & RESEARCH
THIS SLIDESHOW IS FROM A PRESENTATION AT THE M2 MARKETING & MEDIA EVENTS IN HO CHI MINH CITY, VIETNAM ORGANIZED BY ITV-ASIA.COM AND
VIETNAMBUSINESS.TV
TO SEE VIDEOS FROM THE EVENTS, INTERVIEWS WITH SPEAKERS AND TO GET INFORMATION ON UPCOMING M2 - MARKETING & MEDIA NETWORK EVENTS
PLEASE VISIT VIETNAMBUSINESS.TV
AUDIENCE MEDIA3.5 YEARS OLD
BARCELONA AND HO CHI MINH CITY
50 STAFF, NOW 150+
MERGED WITH ZINIO, THE LEADING GLOBAL NEWSSTAND SERVICE IN 2014.
SERVICING THOUSANDS OF PUBLICATIONS ACROSS 70 MARKETS, END USERS IN 205.
35,000 USERS A MINUTE.
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THE CHALLENGE
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DIGITAL LANDSCAPEPRINT PUBLICATIONS ARE STILL GROWING IN THE ASIA
AD SPEND IS BEING DISTRIBUTED AWAY FROM PRINT TOWARD DIGITAL
PUBLISHERS ARE WORRIED ABOUT CANNIBALISING EXISTING PRINT SALES
POOR DIGITAL CONVERSION IN THE PAST MAY DEPRESS FUTURE EFFORTS
CHANGING CONTENT CONSUMPTION HABITS
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THE TEAM
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TEAMINTERNS ARE NOT DIGITAL STRATEGISTS..
STRATEGY HEAD - SOMEONE TO COORDINATE
EVERYONE MUST BE INVOLVED IN DIGITAL… (WHY IS IT ANY DIFFERENT TO PRINT?)
EDITORIAL, BUSINESS, AD SALES, DESIGNERS, EVERYONE...
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THINK DIGITAL FROM THE START
RIGHT AT THE BEGINNING, THE FEATURES LIST OR BEFORE
WHEN YOU COMMISSION STORIES YOU SHOULD BE THINKING ABOUT HOW THESE CAN BE USED ACROSS MULTIPLE CHANNELS
THE PRODUCTION PROCESS
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THE STRATEGY
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QUESTIONS TO ASKWHAT ARE THE TOP 3 REASONS SOMEONE WOULD READ MY MAGAZINE?
WHAT UNIQUE BENEFITS OF THE WEB/DIGITAL CAN I USE TO TAILOR MY OFFERING?
WHY WOULD MY USERS WANT A TABLET/MOBILE APP?
WHAT CONTENT WOULD MY READERS WANT TO RECEIVE IN A MOBILE FORMAT?
ARE THERE PIECES OF CONTENT I CAN REUSE ONLINE IN A MORE SEARCHABLE/USABLE FORMAT?
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WEB
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IF THE WEB IS JUST A COPY OF PRINT ARTICLES, WHAT ARE YOU ASKING YOUR USERS TO DO?
HOW CAN YOU CREATE A COMPELLING EXPERIENCE?
VIDEO/AUDIO? (COVER SHOOTS)
USER GENERATED CONTENT? BLOGGING? INTERVIEWS?
SURFACING CONTENT IN NEW WAYS (THINK B2B DIRECTORIES, BUT FOR OTHER THINGS)
CONTENT STRATEGY
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RESPONSIVE
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TABLET AND MOBILE
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FRAGMENTATION, WHICH OPERATING SYSTEM
WHERE IS THE MONEY
PDF VS NATIVE VS HYBRID
PRODUCTION COSTS
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EXECUTION
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TECHNICAL PLATFORMS ARE NOT A PANACEA
AVOID TRYING TO COMPETE ON A TECHNICAL BASIS
HAVING A GOOD TECHNICAL PLATFORM WILL NOT
HELP SELL ADVERTISING
WILL NOT HELP YOUR USERS READ ARTICLES
BUT HAVING THE RIGHT TECH PLATFORM WILL ALLOW YOU TO
CHARGE FOR SUBSCRIPTIONS
DELIVER RESPONSIVE ADVERTISING
PROVIDE EFFICIENCY THROUGH SINGLE ORIGIN PUBLISHING
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ENGAGEMENT
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ENGAGING USERSTALK TO THEM
ASK THEM QUESTIONS
POLL THEM
INVOLVE THEM IN DEFINING, REDEFINING AND REDEFINING AGAIN YOUR CONTENT STRATEGY.
WATCH THE TRENDS, WATCH YOUR OWN DATA EVEN CLOSER
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PARTING THOUGHTSCROSS-CHANNEL ENGAGEMENT
PLATFORM LOCK-IN
SET GOALS, EXECUTE, RINSE, REPEAT.
THE EXPERIENCE HAS TO DELIVER ON THE PROMISE
THERE IS PLENTIFUL OPPORTUNITY, AND IT IS STILL GROWING
VISIT VIETNAMBUSINESS.TV FOR BUSINESS VIDEOS, NEWS & RESEARCH
THIS SLIDESHOW IS FROM A PRESENTATION AT THE M2 MARKETING & MEDIA EVENTS IN HO CHI MINH CITY, VIETNAM ORGANIZED BY ITV-ASIA.COM AND
VIETNAMBUSINESS.TV
TO SEE VIDEOS FROM THE EVENTS, INTERVIEWS WITH SPEAKERS AND TO GET INFORMATION ON UPCOMING M2 - MARKETING & MEDIA NETWORK EVENTS
PLEASE VISIT VIETNAMBUSINESS.TV
THANK YOU
ANDREW DUCKAUDIENCE MEDIA
VISIT VIETNAMBUSINESS.TV FOR BUSINESS VIDEOS, NEWS & RESEARCH