@jonnykaldor - pugpig.com - kaldorgroup.com

@jonnykaldor - pugpig.com - kaldorgroup.com

@jonnykaldor - pugpig.com - kaldorgroup.com

Seven trends in Mobile Publishing

@jonnykaldor - pugpig.com - kaldorgroup.com

1. Publishing models are changing (are editions a thing of the past?)

Edition-based Continuous

@jonnykaldor - pugpig.com - kaldorgroup.com

And publishers are opting for differing models, based on a few key criteria...

@jonnykaldor - pugpig.com - kaldorgroup.com

How often do I want to engage readers and for how long?

keep bringing them back

keep them reading for longer

@jonnykaldor - pugpig.com - kaldorgroup.com

What’s the nature of my content?

Short burst, high frequency

Features with longer shelf life

@jonnykaldor - pugpig.com - kaldorgroup.com

How do I intend to make money?

Subscriptions Single editions

@jonnykaldor - pugpig.com - kaldorgroup.com

What does my audience look like?

Traditional Radical

@jonnykaldor - pugpig.com - kaldorgroup.com

And what are my advertisers looking for?

MPUs and algorithmic interstitials

Editorially placed interstitials

@jonnykaldor - pugpig.com - kaldorgroup.com

The next trend is mixing up the two models (something we’ve done in a basic manner for a while)

@jonnykaldor - pugpig.com - kaldorgroup.com

2. Mobile phones becoming ever more important

@jonnykaldor - pugpig.com - kaldorgroup.com

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)

@jonnykaldor - pugpig.com - kaldorgroup.com

And so therefore is responsive design...

@jonnykaldor - pugpig.com - kaldorgroup.com

@jonnykaldor - pugpig.com - kaldorgroup.com

@jonnykaldor - pugpig.com - kaldorgroup.com

3. Advertising models continue to diverge from print

@jonnykaldor - pugpig.com - kaldorgroup.com

4. Digital marketing is becoming more sophisticated

@jonnykaldor - pugpig.com - kaldorgroup.com

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

@jonnykaldor - pugpig.com - kaldorgroup.com

5. A level of scepticism is creeping in about apps

@jonnykaldor - pugpig.com - kaldorgroup.com

@jonnykaldor - pugpig.com - kaldorgroup.com

Mobile Web Apps

In 2010, apps seemed to have such a bright future...

@jonnykaldor - pugpig.com - kaldorgroup.com

But are publishers now questioning their value?

@jonnykaldor - pugpig.com - kaldorgroup.com

It all really depends on what you’re after...

@jonnykaldor - pugpig.com - kaldorgroup.com

What sort of audience am I looking for?

Smaller but more loyal and valuable audience

Massive transient audience

@jonnykaldor - pugpig.com - kaldorgroup.com

Where is my audience coming from?

Building a new customer base

Large existing subscriber base

How am I going to take payment?

I need an easy way to take cash

I already havea paywall

@jonnykaldor - pugpig.com - kaldorgroup.com

Does my audience need to access content offline?

I’ll need my content when I’m on Dartmoor

Online only is fine

Is my content edition-based or continuous?

Give me my coverto cover read

Keep it flowing baby

@jonnykaldor - pugpig.com - kaldorgroup.com

How do my readers want to consume content?

Curated journey through less content

(relax)

More content,search-based or

dipping in and out (research)

@jonnykaldor - pugpig.com - kaldorgroup.com

How will I keep them coming back?

I want push, background download, today widget,

home screen, badges

Direct mails are good

@jonnykaldor - pugpig.com - kaldorgroup.com

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

@jonnykaldor - pugpig.com - kaldorgroup.com

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

@jonnykaldor - pugpig.com - kaldorgroup.com

What do I want to sell to my advertisers?

Interstitial adsunder a new deal

Well understood web-based CPM model

@jonnykaldor - pugpig.com - kaldorgroup.com

So it does look like apps still have a real future

@jonnykaldor - pugpig.com - kaldorgroup.com

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

7. The cost of creating native apps has been slashed

@jonnykaldor - pugpig.com - kaldorgroup.com

Questions?

@jonnykaldor - pugpig.com - kaldorgroup.com

@jonnykaldor - pugpig.com - kaldorgroup.com