a game changer in the media industry
TRANSCRIPT
LA PRESSE+A game changer in the media industry ?
Why this App is revolutionary ?
LA PRESSE+ is not an iPad App
Why this App is revolutionary ?
LA PRESSE+ is not an iPad App
only
Why this App is revolutionary ?
LA PRESSE+ is a new digital media
Simple definition of a traditional media
1
Express
Talents
2Captivate
Audience
3Integrates, Participates
Advertisers
Media
Simple definition of a traditional media
$ Subcription revenus +
Ads revenus
!
$ Production + Delivery
costs
+$ -$
Lost & Benefits
$
Our actual flag ships
1
2
3
Talents
Audience
Advertisers
LA PRESSE
1
2
3
Talents
Audience
Advertisers
lapresse.ca
Tomorrow ?Yesterday ?
+ -$
+ -
$
Why ? Same ingredients, but a different experience
Paper Satisfaction Path Immersion Ritual
Web
2010
2010
And what if we could digitalize the same quality on a new media?
Our mission
1
2
3
Talents
Audience
Advertisers
LA PRESSE+
Tomorrow !
+ -$
2010
A vision
Satisfaction Path Immersion Daily ritual
Existing Digital Media
1 A Mobile Application with the same content as of the web (Data Driven Robot)
3 A « Responsive design » web site or a HTML 5 web Application
2 A mobile application with the same content of the news paper adapted for tablets
1A Mobile Application with the same content as of the web (Data Driven Robot)
A Mobile Application with the same content as of the web (Data Driven Robot)
Converter
1
1
Converter
A Mobile Application with the same content as of the web (Data Driven Robot)
2 A mobile application with the same content of the news paper adapted for tablets
A mobile application with the same content of the news paper adapted for tablets2
Converter and post-production
2 A mobile application with the same content of the news paper adapted for tablets
2Monthly
Weekly
Daily
A mobile application with the same content of the news paper adapted for tablets
Converter and post-production
2 A mobile application with the same content of the news paper adapted for tablets
3 A « Responsive design » web site or a HTML 5 web Application
A HTML 5 Mobile App3
3 A HTML 5 Mobile App
3 A HTML 5 Mobile App
3
User ExperiencePerformanceProduction
A HTML 5 Mobile App
3 A HTML 5 Mobile App
3Real Time News
Ads
App
A HTML 5 Mobile App
3 A HTML 5 Mobile App
1 A Mobile Application with the same content as of the web (Data Driven Robot)
3 A « Responsive design » web site or a HTML 5 web Application
2 A mobile application with the same content of the news paper adapted for tablets
Existing Digital Media
So we had to look at something else
We needed a bold vision
Obtain permission from users to let us tell a story
A fundamental question
Why Web Ads or Mobile Ads are intrusive and not welcome?
In this workflow, the user expect a content and an ad is then ordered and delivered
Answer: Ads are delivered by order
Discover vs ImposeSecret: Create a fluid workflow
Instead of having pages pushed to you discover content by swiping pages
Result ? We obtain to let us tell a story
A Story here Next
A Story here Next
Result ? We obtain to let us tell a story
An Ad here Next
Result ? We obtain to let us tell a story
Result ? We obtain to let us tell a story
Key Word:
A manual edition of the content done internally(News Editors andReplica Author)
Interactive Ad integrated into
the content(AdLab)
Specific content adapted to the App(StoryTelling)
A unique experienceedition delivered (La Presse+ App)
a b
c
d
=
A Complete Infrastructure
Replica Author Lucid + Assembler
Distribution System
AdGear
QuickLayout
Brainworks
MediaSpectrum
Enterprise Service BusLA PRESSE +
The right solution
1
3
Talents
Advertisers
LA PRESSE+ 2 Audience
+ -$
1
3
Talents
Advertisers
LA PRESSE+ 2 Audience
+ -
$
The right solution
Conclusion
•The first 100% native App with rich interactive «daily» content
•Ads are part of the content, readers welcome those ads
•We had to create our own editing tools to be able to produce rich interactive daily content
•Readers fall into a print media model: they allow us to tell them a story, they have fun with content and they play with it
•On top of that, the app offers real time data driven content so to stay up to date during the day
Why this App is revolutionary ?
Comparison Grid
1 2 3 LA PRESSE +
«Data Driven» content RSS Feeds
or web content
Print Adapted to digital
media (PDF)
HTML 5 App or « Responsive
design » Web site100% nativewith level 2
User Experience
Interactivity
Emotion
instantaneousness
Daily Production
Real discovery path
Ads well integrated
Why this App is revolutionary ?
LA PRESSE+ is not an iPad App
Why this App is revolutionary ?
LA PRESSE+ is not an iPad App
only
Why this App is revolutionary ?
LA PRESSE+ is a new digital media
How can we do this?
Okay but...
Objective
Build a tool that will permit a limited number of news editors to create a daily
rich interactive edition
Result: A very complex ecosystem
We needed to find the best partners
We needed the best team
106 people dedicated to the project
We needed money
40 million dollars
We needed the best marketing campaign
Play
And now?
175 000 Subscribers83% returning
Session length between 3 and 30 minutes
And now?
From all over the world
What others are saying about us?
Good news !
It’s only the beginning
Finally
Thank you for being part of this
unique adventure