Post on 17-Jan-2015
description
Successful Magazine Successful Magazine Digital Content StrategiesDigital Content Strategies
Building On US Magazines’ ExperienceBuilding On US Magazines’ Experience
Ruth Jarmul
Quantum Media
jarmul@quantummedia.net
www.quantummedia.net
Web 1.0 vs. Web 2.0: Web 1.0 vs. Web 2.0: What’s differentWhat’s differentWeb 1.0Web 1.0 Web 2.0Web 2.0
Revolution in • Communication• Search• News and information delivery• E-commerce
Web 1.0 plus….
Consumer driven
• Social networking
• Information authority
Technology constrained Technology driven
• Broadband • Multimedia
• Multi-platform
Built on visions of IPO’s A real business, driven by growth in audience traffic and ad revenue
What’s NOT new:What’s NOT new:Ad revenue drives the businessAd revenue drives the business
In US, industry online ad revenue is highly In US, industry online ad revenue is highly concentrated, with top 50 companies commanding concentrated, with top 50 companies commanding 95% of on-line ad market of $17 billion95% of on-line ad market of $17 billion. .
0% 20% 40% 60% 80% 100%
% Revenue
Top 10
11 - 25
26 - 50
US is ahead of most European countries US is ahead of most European countries in broadband penetration, but gap is in broadband penetration, but gap is
projected to close within 5 years.projected to close within 5 years.
USA
What does all this What does all this mean?mean?
Web 2.0 is heading your way.Web 2.0 is heading your way.
The time to plan is now.The time to plan is now.
Magazine digital content is Magazine digital content is successful if it …successful if it …
Leverages your magazine brand Doesn’t cannibalize your brand—unless Doesn’t cannibalize your brand—unless
you decide it shouldyou decide it should Generates revenue and profit Generates revenue and profit Provides long term competitive advantageProvides long term competitive advantage
Your magazine’s market should Your magazine’s market should drive your digital content drive your digital content
strategy.strategy.
Your magazine’s market should drive Your magazine’s market should drive your digital content strategy.your digital content strategy.
MAGAZINE MAGAZINE MARKETMARKET
WEB WEB ADVANTAGE-ADVANTAGE-CONSUMERCONSUMER
PRINT PRINT ADVANTAGE- ADVANTAGE- CONSUMERCONSUMER
WEBWEB
IMPACT ONIMPACT ON
PRINT PRINT REVENUEREVENUE
DIGITALDIGITALCONTENTCONTENT
STRATEGYSTRATEGY
NEWSNEWS Breaking newsBreaking news
InteractiveInteractive
FreeFree
News analysisNews analysis
News brandNews brand
Major decline Major decline unless unless differentiate differentiate print from webprint from web
Breaking Breaking news on web; news on web; more analysis more analysis in printin print
Build mass, Build mass, and, if and, if possible, possible, upscale upscale audienceaudience
Follow best-Follow best-of-class of-class newspapers’ newspapers’ practicespractices
Your magazine’s market should drive Your magazine’s market should drive your digital content strategy.your digital content strategy.
MAGAZINE MAGAZINE MARKETMARKET
WEB WEB ADVANTAGE-ADVANTAGE-CONSUMERCONSUMER
PRINT PRINT ADVANTAGE- ADVANTAGE- CONSUMERCONSUMER
IMPACT-IMPACT-
PRINT PRINT REVENUEREVENUE
DIGITALDIGITAL
CONTENTCONTENT
STRATEGYSTRATEGY
TRADETRADE Search efficient Search efficient for information for information retrievalretrieval
Little or noneLittle or none Major decline in Major decline in print ad spendprint ad spend
Offset by web’s Offset by web’s lower lower distribution distribution costs, paid costs, paid content, content, premium ad premium ad ratesrates
Optimize Optimize searchsearch
Analyze value Analyze value of continuing to of continuing to printprint
Monetize visitor Monetize visitor traffic: traffic: consumer and consumer and adsads
Your magazine’s market niche should Your magazine’s market niche should drive your digital content strategy.drive your digital content strategy.
MAGAZINE MAGAZINE
MARKETMARKET
WEB WEB ADVANTAGE-ADVANTAGE-CONSUMERCONSUMER
PRINT PRINT ADVANTAGE- ADVANTAGE- CONSUMERCONSUMER
WEB WEB IMPACT-IMPACT-
PRINT PRINT REVENUEREVENUE
DIGITALDIGITALCONTENTCONTENT
STRATEGYSTRATEGY
ENTERTAINMENTENTERTAINMENT InteractiveInteractive
MultimediaMultimedia
Leisure time Leisure time activityactivity
Consumer brand Consumer brand advertisers like advertisers like print environmentprint environment
Not much Not much impact yetimpact yet
Use website, Use website, especially especially multimedia, to multimedia, to leverage your leverage your print magazineprint magazine
Build large ad Build large ad traffic, traffic, newsstand and newsstand and subscription subscription salessales
http://www.xxlmag.comhttp://www.xxlmag.com
How to Develop SuccessfulHow to Develop SuccessfulMagazine Digital ContentMagazine Digital Content
Develop a strategy based on your marketDevelop a strategy based on your market Develop revenue sourcesDevelop revenue sources
• AdvertisingAdvertising• CirculationCirculation• E-commerceE-commerce
Analyze costsAnalyze costs• Paid search and other marketingPaid search and other marketing• Ad salesAd sales• Web development and maintenanceWeb development and maintenance• Content Content
Begin profiting Begin profiting from your digital content!from your digital content!
Ruth JarmulRuth Jarmul
Principal, Quantum MediaPrincipal, Quantum Mediajarmul@quantummedia.netjarmul@quantummedia.net
www.quantummedia.net