Keynote - Firebrand

Distribution (r)EvolutionFirebrand Community Conference 2014

helloKristen McLeanFounder & CEOBookigee, Inc.

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10,000 ft.

Simultaneous shifts in creation, distribution, consumption

Content 1.0

mass market

niche/longtail

crowd

Who are the facilitators?

agents, packagers, editors?

bloggers,reviewers, tastemakers?

Content 2.0

the old model Distribution1.0

Discovery

Distribution 2.0

Consumption 2.0

Publishing 3.0?

1450

1900

1966

1960-1990

1992

1995

“The Internet, by connecting readers and writers one on one,

offers the possibility of almost limitless choice and

foreshadows a literary culture thrilling if also alarming in its

potential diversity.”

− Jason Epstein, Book Business, Publishing Past Present and Future, 2001

Our Reaction

What about Quality?What about Discovery?I need to own my Customer!

WTF? I better do something!!

#Fail

“We often think the internet enables you

to do new things, but people just want

to do the same things they’ve always

done [only better].” – Evan Williams, founder of

Twitter

Harness other [bigger] audiences

Shiftingeconomies

of scale

80MGlobal Kindle installs

95MVerizon Smartphones in the US

½ of the world’s population reads a daily newspaper

The top 20 newspapers in the US reach 29M readers on a weekly basis

Opportunities

• Focus on core business strengths

• Access to emerging markets

• Diversification of distribution portfolio

• Increased transparency

• Real-time feedback

• Mutual cross-platform value trade

Risks

• Seasonality

• Antagonism from traditional players

• Changes in brand partner priorities

• Changes in platform facilitators

• Narrowed content requirements

• Competition for user attention

Case Studies

JP Morgan Summer Reading

READING FOR RICH CLIENTS [AND OTHERS]

THIRD PARTY FACILITATION

Publishers

Chicago

Tribune

Our recommendations,Your passion.

TRIBBOOKS - TECHNOLOGY

BUILT ON PAGE FOUNDRY’S INKTERA MOBILE EBOOKSTORE PLATFORM

Curation driven by

Tribune editorial

Embedded HTML5

Tribune content

Real-time flash sales

Trib eBooksfree to

subscribers

1.3M books in catalog

TRIBBOOKS - TECHNOLOGY

CONTENT EXCHANGE WITH OTHER PUBLISHERS

• Publisher gives ltd. qty. of ebooks

• Tribune uses books for promotion in the app

• Tribune underwrites major ad campaign to 1.3M readers

• Publisher receives face-out bump in larger market

• Publisher receives complete engagement reporting

Digital Turbine

CONTENT SOLUTIONS TO WIRELESS

3-6 mo. Typically Achieve:• 5-20% conversion rate increase• 20-50% unit sales increase• —50% customer service

enquiries • 15-30% revenue increase

F&W Media

F&W - STRATEGY

33 VERTICALS WITH DEDICATED E-COMMERCE STORES

F&W - TECHNOLOGY

WEB-BASED, INTEGRATED SITES - COMMUNITY, CONTENT & COMMERCE

The entire world of this interest – in one place

Videos, articles & how-tos

One stop shopping

Print & digital

magazines

Social media integration

F&W – ENGAGEMENT COMMITMENT

A CONTENT TEAM OF 6-10 PEOPLE FOR EACH VERTICAL

Led by a group publisher (content) and a digital product director (structure)

Each Content Team works with:• Shared cross-vertical marketing

personnel• Email deployment specialists• Customer service staff • Web developers

F&W – MEASURABLE SUCCESS

E-COMMERCE HAS GROWN FROM $6M TO $60M IN 6 YEARS

• F&W serves 20 million consumers annually

• Double-digit growth in organic traffic to many primary communities

• Company has completely retooled its business model

thanksKristen McLeanFounder & CEOBookigee, Inc.