Reinveting Pubications For Tablets
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Transcript of Reinveting Pubications For Tablets
Publication =
BookNewspaperMagazineBrochureCatalog
BookNewspaperMagazineBrochureCatalog
PublicationSongMovieStoreGame
= =
BookNewspaperMagazineBrochureCatalog
Publication = =
PAPERNOT
PAPER
SongMovieStoreGame
BookNewspaperMagazineBrochureCatalog
SongMovieStoreGame
APPS
=Publication =
Publication=branded content
experience
No longer do we simply publish
content.
We create experiences that create revenue.
How do we create revenue? +
Monetize digital content Create new advertising opportunities Build (and rebuild) relationshipsAssert market position Extend brand
Step 1: Determineyour approach
Determine your approach +
Resell existing content.
Determine your approach +
Reassemble existing content.
Determine your approach +
Mix old and new content.
Determine your approach +
Create something entirely new.
Determine your approach +
Consider a mix of content models . . .
Determine your approach +
. . . and a mix of business models.
A la carte or full courseSell your content by topic, timeframe or issue
Standalone or serialOne-time app or subscription-based product?
App revenue or sponsorship revenueThe right advertising partner can guarantee profitability
Premium or accessible pricepointKeep in mind, $4.99 is the new $99.99
Free samples, anyone?Get them hooked, and then get them to pay
Business models +
Step 2: Defineyour technology
Define your technology +
10-inch tablet or 7-inch tabletWill your content even make sense on a tiny screen?
iPad-only200 million iTunes account holders. Isn’t that enough?
Apple, Android, WebOS, BlackBerryYou can have it all. But at what price?
Vertical or horizontal or bothTwice the work. Twice the payoff?
iPad and iPhone?100 million iPhone users offer a path toward crossmarketing
Define your technology +
Step 3: Assembleyour team
Assemble your team +
Design
Editorial
Technology
Advertising
Assemble your team +
Design
Editorial
Technology
Advertising
Technology managementIntegrationUser supportHTML coding
Revenue creators specifically focused on tablet opportunities
Design managementDesignProduction
Content creators specifically focused on tablet opportunities
Assemble your team +
One team with common goals
Design
EditorialTechnology
Advertising
Step 4: Optimizeyour product
Optimize your product +
Old world
Look.Read.
Optimize your product +
New world
Look.
Buy.
Organize.
Listen.
Play.Connect.
Search.
Watch.
Read.
Optimize your product +
New world
Video.
Slideshows.
HTML
Hotspots.
Audio.
Web elements.Scrollable type and images.
Enhanced navigation.
+App publisher
+App publisher
+App publisher
+App publisher
+App publisher
+App publisher
Optimize your product +
Both worlds
Design.Content.
Step 5: Recognize your challenges
Recognize your challenges +
TechnologyNew tablets, new software, new formats
DiscoverabilityHow do you let people know about your 1-in-65,000 app?
PricingImpulse buys require low price, but high payoff in social marketing
InexperienceEveryone’s a startup, regardless of how much experience
CompetitionA level playing field, for better or worse
Summary
Define your brand.Know what it represents.
Know your audience.Then create great branded
products to satisfy their wants and needs.
WEBSITE
joezeffdesign.comBLOG
joezeffdesign.com/blogTWITTER
@joezeffdesign
