Innovation media consulting mindsharedubai
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Transcript of Innovation media consulting mindsharedubai
INNOVATION INNOVATION!
INNOVATION INNOVATION
INNOVATION
!""#$%&!#"'()*!%'+#",-.&!"/!
WORLD LEADERS IN HELPING
PUBLISHERS RE-INVENT THEIR
TITLES FOR THE DIGITAL AGE"
DESIGN + CONSULTANCY"
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OUR SLOGAN: !
GOOD JOURNALISM IS !GOOD BUSINESS!
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‘BEST NEWSPAPER CONCEPT AND DESIGN IN EUROPE AND WORLD’ !2004! 2006! 2007 ! 2008 !" " " " " " 2009!
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NEWSPAPERS AT A STRATEGIC INFLECTION
POINT!
WHERE DO WE GO FROM HERE?!
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1. Exit!
2. Sold or Be Taken Over!
3. Cut, cut, cut until the Cash Cow bleeds to death!
4. Re-Invent the Business by focusing on ‘profit audiences’ "
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PRINT IS ALIVE AND WELL AND WILL
REMAIN A PROFITABLE OPTION FOR DECADES – BUT NOT AS WE KNOW IT"
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Paper will stay. It will NEVER die,!but the Business Model !
and Content Proposition has CHANGED"
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I AM NOT WORRIED ABOUT "THE FUTURE"
1!
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I AM WORRIED ABOUT "THE PRESENT!
2!
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I AM NOT WORRIED ABOUT "THE FUTURE OF NEWSPAPERS"
3!
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I AM WORRIED ABOUT "THE FUTURE OF JOURNALISM"
4!
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WHAT WORRIES ME IS"FRONT PAGES "LIKE THIS ONE"
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'He died a while ago. He remained for so long a walking human shell.' "
Michael Jackson Died Twenty Years Ago"
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WHAT WORRIES ME IS NEWSROOMS " LIKE THESE"
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THE ALTERNATIVE IS NOT A
BUSINESS THAT VALUES
PROFITS AND GOOD
JOURNALISM, BUT A BUSINESS
WHERE GOOD JOURNALISM IS
THE BUSINESS!
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LIPSTICK ON A PIG"
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CORREIO*
•"FOCUS ON WHAT ABC1 AUDIENCES NEED
•"BERLINER, 32 PAGES, FULL COLOUR, ACCORDION
•"4 SECTIONS:
•" 24 HORAS (QUICK READ)
•" MAIS (IN DEPTH REPORTS)
•" VIDA (LIFESTYLE)
•" ESPORTE (SPORTS)
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RESULTS:"
Correio de Bahia y-o-y TRIPLED"
Circulation up 188%"
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TURNAROUND RESULTS IN 1 YEAR. CIRCULATION TRIPLED
CIRCULATION CORREIO vs COMPETITOR
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TURNAROUND RESULTS IN 1 YEAR. ADVERTISING GREW 9%
% CHANGE 2008-2009
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2007"
2008"2009"
TURNAROUND RESULTS IN 1 YEAR. LOSSES CUT IN HALF
EARNINGS (R$)
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LIBERATION •"RELAUNCHED SEPTEMBER 2009
•"GRAPHIC REDESIGN THAT LEAD TO CONTENT CHANGES
•"LAUNCHED A PAID PREVIEW PDF VERSION ON WEB
•"WORKING CURRENTLY ON NEW NEWSROOM WORKFLOW
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THE “HANDS ISSUE”!
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BBC"
THE “HANDS ISSUE”
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THE “HANDS ISSUE”
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THE “HANDS ISSUE”
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THE “HANDS ISSUE”
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THE “HANDS ISSUE”
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THE “HANDS ISSUE”
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THE “HANDS ISSUE”
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THE “HANDS ISSUE”
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THE “HANDS ISSUE”
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RESULTS:"
Liberation m-o-m UP 12%"
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TURNAROUND RESULTS IN 3 MONTHS
•"CIRCULATION UP OVER 12% (INITIAL OBJECTIVE: 5% INCREASE)
•"DESPITE FINANCIAL CRISIS EXPECT BREAK-EVEN IN 2010, FROM A 7 MILLION ! LOSS IN 2007
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i
•"“JOURNALISM CAVIAR”
•"POST INTERNET NEWSPAPER
•"MICRO-TABLOID
•"56 FULL COLOR PAGE, STAPLED
•"STORIES, STORIES, STORIES
•"THE i-POD NEWSPAPER
BEST EUROPEAN NEWSPAPER 2009
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NEW GOVERNMENT PROGRAMME
ANNOUNCED AT 7 PM
A 9-PAGE COVER STORY
DONE ON DEADLINE BY 7
JOURANALYSTS
WITH THE HARD NEWS AND FACTS
THE OPINION OF THE EXPERTS
ALL THE NUMBERS AND CHARTS
GRAPHICALY RATED (LEFT TO RIGHT)
AND EXPLAINING HOW THIS WILL AFFECT YOU
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!!!"#"$%&'$&(")*+
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NEW INTEGRATED NEWSROOM
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NEW INTEGRATED NEWSROOM
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57
NEW INTEGRATED NEWSROOM
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NEW INTEGRATED NEWSROOM
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RESULTS:"
'i' 6-month run UP 16%"
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LAUNCH RESULTS IN 3 MONTHS. CIRCULATION HALF OF ESTABLISHED COMPETITORS
22% OF i READERS DID NOT READ NEWSPAPERS BEFORE
CIRCULATION i DN PÚBLICO
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B E R M E R INNOVATION
PROTOTYPING THE FUTURE
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THE FORMAT OF
THE FUTURE IS
3030
B E R M E R INNOVATION
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B E R M E R INNOVATION
YOUNGER
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B E R M E R INNOVATION
DIFFERENT
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WILL THE IPAD AND TABLETS OFFER
A SECOND LIFE TO NEWSPAPERS?
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‘LIFE WAS EASIER WHEN AN APPLE AND A BLACKBERRY WERE JUST FRUITS’
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‘LIFE WAS EASIER WHEN AN APPLE AND A BLACKBERRY WERE JUST FRUITS…
BUT IT’S NOT AS EXCITING AND POTENTIALLY PROFITABLE
AS IT IS TODAY’
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iPad IS THE GREATEST
PLATFORM INNOVATION
SINCE GUTHENBERG -
LACK OF INNOVATION
FROM PUBLISHERS
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RATING
IPad Apps
2.2
Magazines (Source App Store)
GQ Magazine
Vanity Fair
National Geographic
Paris Match
Der Spiegel
L’express
Wired
Time Magazine
Newsweek
The New Yorker
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AVERAGE
RATING
2.5
IPad Newspapers (Source App Store)
USA Today
Die Welt
De Standaard
The New York Times
Financial Times
New Zealand Herald
Evening Standard
Le Monde
Corriere della sera
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SENSE OF SALVATION PERHAPS OUT OF DESPERATION
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WILL THE IPAD AND TABLETS OFFER A SECOND LIFE TO MAGAZINES?
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YES IF PUBLISHERS RE-INVENT THEIR TITLES
NO IF WE RE-PURPOSE
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HEARST $10 MILLION IN SUBSCRIPTION BY SUMMER
CONDE NAST $15 MILLION IN 2011 IN SUBSCRIPTIONS AND AD REVENUE
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YOU CANNOT POUR OLD WINE
INTO NEW BOTTLES
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WE HAVE TO REINVENT THE WAY WE TELL STORIES IT'S THE JOURNALISM NOT THE PLATFORM
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WE HAVE TO REINVENT
THE MAGAZINE BY
DECONSTRUCTING IT!
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NEW GRAMMAR !FOR NEW MEDIUM
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STORIES YOU CAN
READ
WATCH
AND
TOUCH
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DESIGN FOR
EYES
AND
FINGERS
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EXPERIENCE MORE
IMPORTANT THAN BRAND
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THE iPad as PDF?
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THE iPad as A MAGAZINE
ON STEROIDS?
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THE iPad as
SHOVELWARE?
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MORE PRINTY
LESS WEBBY
NEITHER PRINTY
OR WEBBY
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IT'S AN
APP!
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WE NEED MORE DEMOS
AND LESS MEMOS
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DIFFERENT CONTENT FOR
DIFFERENT PLATFORMS
PAPER - LONG NARRATIVE
TABLET - DEPTH AND EXPERIENCE
MOBILE - INSTANT NEWS
INTERNET - BREAKING NEWS,
BROWSING, ARCHIVES, AGGREGATING,
HYPERLINKING...
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THE iPad as
Infographics
Unique Video
Slideshows
Caricatures/Art
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ONE PAPER MANY APPS
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WE MUST UNBUNDLE
THE BUNDLE
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DISAGREGGATE
3 STRANDS
INFORMATION
SERVICES
ISSUES AND PASSIONS
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TABLETS AS PREMIUM
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iPad means iPay
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FREE is very EXPENSIVE
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PRODUCE MORE FOR
THOSE WHO PAY
AND LESS FOR THOSE
WHO DO NOT PAY
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SINGLE ISSUE SALES DO
NOT WORK !
SUBSCRIPTION IS THE
WAY "
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WE ARE MOVING
TOWARDS AN APP-
BASED WORLD !
WHETHER IT BE
TABLETS OR MOBILE –
WHICH RIGHT NOW
HAS A MUCH BIGGER
POTENTIAL "
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JOURNALISTS SHOULD SPEND 10% OF THEIR TIME ON
SOCIAL MEDIA
VG NORWAY & OTHERS"
DIGITAL FIRST, YES. BUT DIGITAL ONLY IS
NOT ENOUGH"
FROM THE DIGITAL TO THE PHYSICAL WORLD
FROM DIGITS
BACK TO ATOMS
THE LONELIEST
GENERATION OF
CONSUMERS -
UNILEVER EXECUTIVE
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THE PAPER OF THE 21ST
CENTURY?
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TABLETS OR PAPER?
NO
TABLETS AND PAPER
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Less Circulation + Revenue
CHARGE MORE
1X5 MULTIPLE
EDITORIAL AND BUSINESS
INTEGRATION IS ESSENTIAL TO
COMPETE IN THE DIGITAL AGE –
COOPERATION IS NOT INTEGRATION"
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YOU CANNOT EXPECT
DIFFERENT RESULTS BY
DOING THINGS THE SAME
OLD WAY
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PAPER VERSUS ONLINE
–
IT’S A FALSE DICHOTOMY
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NEWSROOMS
IN A PERMANENT
STATE OF BETA
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WE NEED MANY, MANY
DEVELOPERS
IN-HOUSE AND
OUTSOURCED
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1 DEVELOPER FOR
EVERY 5 JOURNALISTS - BENCHMARK
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ONE DIGITAL KITCHEN MANY
DIFFERENT RESTAURANTS "
AUTHOR ONCE PUBLISH
EVERYWHERE"
THE NEW HOLY TRINITY:
JOURNALIST + DESIGNER + DEVELOPER
WORKING TOGETHER "
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Tablet & Mobile Workflow
ONE DIGITAL KITCHEN
SEVERAL MEDIA RESTAURANTS
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WE ARE THE WINE NOT THE BOTTLE
SIMPLICITY IS THE DRIVER OF
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Dom Sagolla, co-creator of Twitter"
IT'S TIME TO
INNOVATE
Thank you!
65
Inn
ovati
on
s in
Mag
azin
es
Wo
rld
Rep
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