Seven Trends in Mobile Publishing - Madrid, May 2015

@jonnykaldor - pugpig.com - kaldorgroup.com


Seven trends in Mobile Publishing


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

Edition-based Continuous


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


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

keep bringing them back

keep them reading for longer


What’s the nature of my content?

Short burst, high frequency

Features with longer shelf life


How do I intend to make money?

Subscriptions Single editions


What does my audience look like?

Traditional Radical


And what are my advertisers looking for?

MPUs and algorithmic interstitials

Editorially placed interstitials


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


2. Mobile phones becoming ever more important


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)


And so therefore is responsive design...


3. Advertising models continue to diverge from print


4. Digital marketing is becoming more sophisticated


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


5. A level of scepticism is creeping in about apps



Mobile Web Apps

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


But are publishers now questioning their value?


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


What sort of audience am I looking for?

Smaller but more loyal and valuable audience

Massive transient audience


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


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


How do my readers want to consume content?

Curated journey through less content

(relax)

More content,search-based or

dipping in and out (research)


How will I keep them coming back?

I want push, background download, today widget,

home screen, badges

Direct mails are good


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


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


What do I want to sell to my advertisers?

Interstitial adsunder a new deal

Well understood web-based CPM model


So it does look like apps still have a real future


But publishers are realising that they have to move beyond simple replicas to succeed


6. Publishers continue to move to structured content(and the demise of the PDF replica for all but long tail)


7. The cost of creating native apps has been slashed


Questions?


Seven Trends in Mobile Publishing - Madrid, May 2015

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