disruptive innovation as a result of convergence between publishing and translation
TRANSCRIPT
Margaret Ann Dowling
Content from the point of view of a publisher
Margaret Ann Dowling
Margaret Ann Dowling
Founding staff member of CE first independent English language new paper in 1993 I Budapest which we grew to Czech and Poland
Launched and published over 100 lifestyle titles.
Launched my first website in 1999, award winning campaign in premium sms in 2003, launched mobizine in 2005 , first trilingual project in 2011 on the iPad.
9 years of CEO of Marquard in Hungary prototyping but basical since 2009 restructuring legacy publishing business and for the last three years doing the same thing for Burda in Poland and the Czech Republic.
Margaret Ann Dowling
Publishing industry has been suffering
If it bleeds it leads - Click Bait - ad blockers
EvErything
must go!
Closing down!
For sale
Margaret Ann Dowling
We have moved from the age of innovation to disruption on to the age of the great rewriteA fundamental rewrite of the planets operating system, technology, behavior and capital.
Moving from a top down to an inversion of the pyramid.Rewrite.
KPMG – The Great Re- Write in Collaboration with Forbes
Leonard Brody
Margaret Ann Dowling
10 ways to know if he likes you top ten iconic handbags 5 ways to loss 5 kilos in 5 days 10 ways to look 10 years younger in 10 days
Let’s just look back at some of the earlier super heroes of digital content
listiCles
Margaret Ann Dowling
Let’s just look back at some of the earlier super heroes of digital content
insta-quotes
Albert Einstein
Margaret Ann Dowling
...learn any language in two weeks
...live on euro 50 a week
...travel the world on a budget
...rekindle the passion in marriage
...fix any of the worlds problems :->
how to...
Let’s just look back at some of the earlier super heroes of digital content
Margaret Ann Dowling
These served the purpose of being sEO friendly, maximize click, shareable and easy.
But they were like offering someone dinner and serving a plate of canapés.
Let’s just look back at some of the earlier super heroes of digital content
infographiCs
Margaret Ann Dowling
Coke example of singapore based Chinese migrant workers that never see their family.
But no worries, Coke is here to save the day...
Weaving a story and hi jacking emotions
Margaret Ann Dowling
Young audiences rate authenticity as being of primary importan-ce and the gold is not in the content but the ability for sustained engagement
This is not a transaction strategy this is an engagement strategy.
I would submit to you that all this will lead to a form of emotional rejection
2010
2015
2020
1200m1100m1000m900m800m700m600m500m400m300m200m100m
number of people using ad blockers
2020
is the amount ad blockers are expected to cost publishers globally in 2016$41.4bnof people will turn off ad blockers if asked67%
source: Unruly TV market research
Margaret Ann Dowling
Ad blockers... at 79% on some sites
What are the dangers of unleashing a poorly thought through content strategy
source: Burda Poland Chip.pl
Margaret Ann Dowling
When automation goes badly wrong and you miss the point
Margaret Ann Dowling
When automation goes badly wrong and you miss the point
Margaret Ann Dowling
When we create automated idiocy.Not in Google, does not exist.
When we create automated idiocy
Margaret Ann Dowling
We have now won to right to an office in our pocket and a 24/7 work life non balance.
When we use technology to outsource then onsource on the customer only to offer them a chocolate
Margaret Ann Dowling
As a Publisher I look at the Editor and the Content as social Glue.
They Make sense of the the world around us through their curation and creation
They are the Thought Architects of our society
Margaret Ann Dowling
Margaret Ann Dowling
Michael Polanyi was a famous British Hungarian polymath. He was a chemists who became a philosopher of scien-ce. He brought the concept of tacit knowledge in society to the round table discussion on how we create meaning.
Editor is the curator of this tacit knowledge and wisdom that we so rely on in society.
Conversely codified knowledge and accuracy is the role of Google.
Margaret Ann Dowling
Codifying Knowledge in absolutes
Like the telephone book is not considering the important role of how we build the mental social architecture of the world around us.
If you deal with the language of content. Irrespective of which of the 1000s of languages we speak of... It’s a meaningless pursuit if you do not factor in the lifetime commitment to the relationship with that person through your content strategy.
If it’s engagement through content you seek then you get a relation-ship. If it’s a relationship it comes with the the burden of responsibility measured by your authenticity not just by transaction volume.
be mindful of your heuristic framing
have a long term charter
& be aware of the unpriced externalities.
Margaret Ann Dowling
Content in the world of radical transparency
Authenticity is everything, engagement is the metric.
You are Your Word!
Margaret Ann Dowling
Where is societies seat in the board room? Your content strategy is your invitation
for everyone to have a voice.
Margaret Ann Dowling
Content is to the mind what healthy food is to the body.
Three things I would do if I were you:
A) be mindfulB) be generous
C) be real
