Becoming more than a publisher, Arne Wolter
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Seite 1 Becoming more than a publisher: Building communities around brands Arne Wolter, Deputy Chief Digital Officer/Deputy Chief Sales Officer, Gruner + Jahr AG & Co. KG Digital Media Strategies, 4-5 March 2014, London
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Full video here: http://www.catchtalk.tv/events/digitalmediastrategies?video=becoming-more-than-a-publisher-building-communities-around-your-brands-deputy-chief-digital-officer-gruner-jahr Using content as a platform for delivering a broad range of products and services. Identifying customer demand for new products and services. Managing the transition from a publishing business to a content- and service-driven community business. Aligning digital development with commercial strategy.
Transcript of Becoming more than a publisher, Arne Wolter
Seite 1
Becoming more than a publisher:Building communities around brands
Arne Wolter, Deputy Chief Digital Officer/Deputy Chief Sales Officer,
Gruner + Jahr AG & Co. KG
Digital Media Strategies, 4-5 March 2014, London
Seite 2
1 - Print is dead?
No, it isn‘t
Seite 3
Magazines for these men, …
I LIKE
BEEF!
Seite 4
… for these women, …
Seite 5
… for communities of interest
Seite 6
Magazines for communities of interest
Seite 7
2 - Content driven websites
Lousy pennies
Seite 8
Making money with websites
Seite 9
A specific situation brings…
specific needs &
specific interests
Seite 10
3 - Apple, Google, facebook,
…
They all need us!
Seite 11
Content is sexy
We have the beauties,
the content, the brand!
They have the nerds.
Seite 12
Yes, because we reach the
communities of interest
4 – Can we do ecommerce?
Seite 13
Lessons learned
1 – Print is not dead
2 – We can make money with
websites
3 – Apple, Google & fb are our
friends
4 – We can do ecommerce
Seite 14
Group, sharing specific interests
User-View Advertiser-View
Over all channels
What is a community of interest?
field of interest
Seite 15
Using different channels
I am interested in
…
buy
Multi
media
user
Seite 16
Living
Women
Family
Food
People & Fashion
News
Science
Economy & SI
Print Digital
Our communities of interest
EXISTING
MAGAZINES
NEW
MAGAZINES
ADDITIONAL
BUSINESSWEBSITES EMAGS APPS
COMMERCE
& SERVICES
Seite 17
Community
eCommerceAdvertising- one channel
- multi channel
- crossmedia
eMags
Apps
Services
Cooperations…
User
Video content
Social Media
Brands
FOOD
FOOD Cosmos
Seite 18
Einfach. Lecker.
by Anne Lucas
Anettes kleine Küche
by Annette Leitz
Lusia kocht
by Luisa Gianetti
Budenzauber
by Patrick Kempf
Backen Know-How
by Rike Ditloff
Just vegan
by Nicole Just
Kochen Know-How
by Fabio HaebelKinderteller
by D. von Cramm
Hack‘n‘Roll
by Marc Balduan
To be continued
FOOD COSMOS
Rezepte fürs Leben
cooking classics
G+J video content
Seite 19
Ecommerce cooperation
Seite 20
Food
Community of interest FOOD
EXISTING
MAGAZINES
NEW
MAGAZINES
ADDITIONAL
BUSINESSWEBSITES EMAGS APPS
COMMERCE
& SERVICES
Seite 21
Key drivers for success
learn to understand your communities
think user centric and create great products
offer additional services which fit your CoI
Seite 22
Becoming more than a publisher:Building communities around brands
Arne Wolter, Deputy Chief Digital Officer/Deputy Chief Sales Officer,
Gruner + Jahr AG & Co. KG
Digital Media Strategies, 4-5 March 2014, London
