Post on 31-Mar-2015
The Transformation JourneyBladen in De Balie, Amsterdam, 17 juni, Henk Scheenstra, COO Sanoma
We are the leading
Dutch Media Powerhouse
70+ consumer magazines
100+ websites
70+ apps (smartphone and tablet)
customer media
e-commerce
5 leading consumer events
3 FTA TV channels
reaching almost entire Dutch population 13 +
Dutch net sales
media
2012 circa € 800m
# 1 in magazines
# 2 in digital
# 3 in TV
Content
1.Transformation: what and why
2.Strategy
3.Sanoma examples
4.Wrap up
Sanoma’s Transformation Journey
Sanoma’s Transformation Journey
1. Technology
Things change outside
Magazines squeezed2. Consumption
3. Competition
90%
Make magazine content screen based
Source: Google 2012
Media consumption changing
Mags consumption small and declining
Index 230 50100
(2006=100)
2012, NL
Shift from Paid to Owned and Earned Media
BAUMGARTNER STRATOS
FACTS
1) 16 mio viewers in 24h
2) 50% of global trending topics
3) In 40sec > 216K likes,
29K shares, 10K comments
SECRET: Liquid content
Consumers pay for digital content
0110 1010 1110 0110 1001 0110
0101 1110 0110
1001
Content
1.Transformation: what and why
2.Strategy
3.Sanoma examples
4.Wrap up
Sanoma’s Transformation Journey
Magazine brands
Sanoma’s strategy
New brands/ markets
Defend & grow
• Defending the base• 360°s• Digitalize production, marketing and
delivery
Expand & grow
• Digital pure plays• Different ad models next to display• E-commerce• Television
The ‘three-tier content business model’:differentiate brand proposition for users, fans and vips
FANS (social)
USERS (mass)
VIPS (personal)
AR
PU
RE
AC
H
Commerce
Free content
Permission-based & paid
products
(Fantastic) subscription
services
Low involvement
High involvement
Content business model
Content
1.Transformation: what and why
2.Strategy
3.Sanoma examples
4.Wrap up
Sanoma’s Transformation Journey
DIGITALOnline, Social, Smartphone, Tablet
AUDIOVISUALVideo, TV, Radio
EVENTS
AutoWeek omnipresence
SERVICES
Go for channel dominance
#1 in inspiration +#1 in information +#1 trade platform +
= #1 automotive platform
Follow the money
Inspiration Information Transaction
Instant creative advice and tools
Leading event including workshops
New
StockRisk management
DeliveryBusiness models
+ +
magazines digital, experiences e-Commerce
Bran
d shops: 1 brand
, many p
roducts
Shops based on article (with many brands)
More buy than make
Set up digital distribution: Tijdschrift.nl
From Rate base to Subscription base
Next steps
Subscription models• Bundling• Activate• AYCR• Ecommerce
More outlets + improve user experience
• Powerful search engine
• Aggregate: from print to web, from photos to videos
• Digital content directly available for reuse on whatever platform
• No content tagging: recognition
• Friendly user interface
Create Content
Content Library
Distribute Content
Archive Content
Reuse Content
Create Content Library
The editorial interface
Search through all available content of Sanoma Media: print and web (video in the next phase). Results aggregate print and online content, as shown here.
Generic search results
Advanced search results
Reuse is easy
Concentrate on themes, not titles
Pick your styleBuy access Make magazine
Article app to increase ARPU
Sanoma and Mobile operator
Get your act together
• Rights
• Archive
• Skills
• Mindset
Transformation Challenges
Ben jij al Future proof?
HEB JIJ…1. wel eens een digitale editie gekocht?2. gepubliceerd op je eigen site?3. commentaar op je site teruggelezen
en erop gereageerd?4. een tweet geplaatst?5. een post geplaatst op de Facebook
wall van een merk?6. een blog opgezet en de conversatie
gestart?7. een Tumblr account geopend en
posts van anderen doorgezet?8. uitgezocht hoe je een feed opzet om
je favoriete blogs te lezen? (bloglovin’)
9. uitgezocht hoe je social sharing modules gebruikt op 3rd party sites?
10. een Instagram account in gebruik?
Redacteur anno 2013
Social marketing: Grazia fashion train
Measuring social media impact
Content
1.Transformation: what and why
2.Strategy
3.Sanoma examples
4.Wrap up
Sanoma’s Transformation Journey
Foster key brands + Transform
Biggest challenge for our industry
Reading magazines (content) on tablets
Print Digital
From Print Publisher to Full Service Media House
Defend and GrowExpand and Grow
Sanoma’s Transformation Journey
henk.scheenstra@sanoma.com
@HenkScheenstra
Thank you