hybrid newspaper printing - wan-ifrafile/01_kuhn_hybridnewspaperprinting.pdf · hybrid newspaper...

Hybrid Newspaper Printing Features and Benefits of Digital Individualisation

Tobias Kuhn

October 8th , 2013

Brief profile of Axel Springer AG

October 8th, 2013 Hybrid Newspaper Printing 2

Axel Springer is a leading integrated multimedia company

in Europe with a broad spectrum of print and digital media.

Established by the publisher of the same name in 1946,

today Axel Springer is Germany’s largest newspaper and

third-largest magazine publisher as well as one of the

leading European media enterprises.

The company’s strategy focuses on its core competences:

excellent journalism, marketing and classified ad portals.

Its broad media portfolio encompasses successfully established multimedia

brand families such as the BILD- and WELT-Group.

With over 230 newspapers and magazines and over 160 online offerings

as well as more than 120 mobile apps, Axel Springer is active in 34

countries.

In 2012, over 13,651 employees generated a total revenue of

3,310.3 million € and an EBITDA of 628 million €.

Source: Annual Report 2012

1) IVW; paid circulation (average), Mo-Sa, BILD/B.Z. Deutschland-Gesamt, Q2 2013 2) ma 2013 Pressemedien II: BILD Deutschland Gesamt

BILD is Germany‘s no. 1 newspaper The market leader at a glance

Germany‘s

most frequently

quoted media offering

in 20124

about 123,926

points of sale3

copy price

0.60 – 0.70 €

25 regional

editorial

offices

12.15 m.

readers2

2.66 m.

sold copies1

Hybrid Newspaper Printing 3

3) Distribution Reporting 2012

4 ) PMG Quote Ranking; Yearly Results 2012 Overview

October 8th, 2013

Trends of the German newspaper market Demanding challenges


Publishers need to:

Sharpen their brands to keep their

relevance

Push digitisation

Convert their digital audiences into

paying customers (e.g. via pay walls,

subscription models, club

memberships, etc.)

Strengthen and stabilise circulation

(e.g. via lotteries and games)

Dwindling spiral of losses in

circulation and advertising revenues

Increasing market concentration and

competitive pressure

Shift of advertising revenues from

print to online and mobile – losses in

the newspaper sector will by far not

be compensated by growing digital

revenues

October 8th, 2013

Strengthening and stabilising circulation Lotteries & games as one measure

Three goals:

1. Positive effects on circulation

2. Stronger relationship with readers

3. Additional revenue through readers’ response calls (no main target)

Hybrid Newspaper Printing 5 October 8th, 2013

Ca. 350 different L&G & 20,000 lucky winners Review 2011: Traditional BILD lotteries & games (L&G)


A B

C D

Collective bingo games

Long-term period collective games

with a user-friendly system

Higher arc of suspense as readers

are involved every day

Those wishing to play have to buy a

copy of BILD

October 8th, 2013

Specials

A wide variety of specials:

Backward auction: “Lowest single offer wins a

dream house!“

The clock of luck: “A new prize every hour!“

X-mas special: “See your loved ones for Christmas

– apply now!“

Gold Rush: “10 bars of gold every hour!“

Official lotteries: “Hit Europe’s biggest jackpot!“

Instant Winners

Simple structure

Reader receives immediate result

Fast and dynamic

The super crossword

Part of the daily issue since the 1980s

Response channel: phone & text message

Prizes:

1,000 cash €

Since 2011: additional prizes (min. value

6,000 €)


Readers: Fair game for the buyer All readers

have equal chances

BILD: Participation in the lottery / game is always

linked to purchasing a BILD copy

Advertisers: Individual ads open up new

perspectives for content-specific and individual

advertising

Advantages of individualised

lotteries & games

Traditional L&G show major shortcomings Individualisation as solution

Solution: Individualisation via

inkjet technology!

Benefits:

Transition of an anonymous print

audience into identifiable customers

Possibility of cross-media

application: the imprinted code can

as well be applied online

Issuing of tickets only via outlets or insertion

High costs for printing and distribution of tickets

No control of “one paper – one ticket“ system

Disadvantages of traditional

lotteries & games:

October 8th, 2013

Bingo with individual ticket imprinted in BILD Individualisation example I: “Cash Million“- Concept

CASH

The reader receives an individual ticket

(colourfield). Winning numbers are

published in each BILD copy daily.

The reader compares numbers on his

colourfield with winning numbers

published in BILD and checks them for

matches on his colourfield.

To win the “Cash Million“ a complete

colourfield has to be filled.

Monday Tuesday Wednesday Thursday Friday Saturday

Individual Ticket comparing numbers & completing the colourfield

Sunday

“Cash Million”

Realisation: BILD Hamburg (city) with a circulation of 145k copies (about 50% of BILD Hamburg‘s total

circulation), April 2nd - May 14th, 2012

Web Press Printing Digital Imprints

Individual Ticket Code (received once)



Day 1 Day 2 Day 3 Day 4 Day 5 Day 6

Lucky numbers

Lucky numbers Lucky numbers

Lucky numbers

Week 1

Day 7 Day 8 Day 9 Day 10 Day 11 Day 12 Week 2

Every day there is a new individual lottery ticket in each copy, the lucky numbers

are 5 out of 25 crossed out numbers

The reader wins, if the lucky numbers he had in his copy the previous day are

matching the winning numbers published the following day

Jackpot mechanism: Every day there are 10,000€ to be won, the jackpot is

divided by the number of winners

Lottery via individual ticket code on each copy Individualisation example II: “Christmas Lottery”- Concept

Web Press Printing Digital Imprints

Lottery ticket

Lottery ticket Lucky numbers

Lottery ticket

Lottery ticket

Lottery ticket


Lucky numbers Lucky numbers

Lucky numbers

Lottery ticket


Lottery ticket

Lottery ticket

Lottery ticket

Lottery ticket

One lottery round is carried out over 2 days: One day the sticker, the following day the lucky number is

published

Individualisation is guaranteed through a serial number printed on each ticket

The reader wins if the serial number on the ticket matches the lucky number published the following day

Monday Tuesday Wednesday Thursday Friday Saturday

Sticker

Sunday

Realisation: In 6 regional editions (Stuttgart, Cologne, Dresden, Hanover, Mecklenburg Hither Pomerania) with

a circulation of 500k copies per day, March 4th – 23rd, 2013

Sticker Sticker Lucky number Lucky number Lucky number

Win with individual stickers & lucky number Individualisation example III: “Bank Note Lottery”- Concept

2-day game turn: Digital Imprints



Day 1 Day 2 Day 3 Day 4 Day 5 Day 6

Money Field Money Field

3 Week Turn

On every Monday the reader finds a stencil in his BILD copy. The reader has to cut this stencil, cut out the

six fields marked on it an keep it for the rest of the week.

From Tuesday till Friday there is an individualised „money field“ in each BILD copy.

The reader has to fit his stencil to the „money field“ and wins if he sees a €-symbol through the six holes on

his stencil.

Win with stencil and individual number field Individualisation example IV: “Money Field”- Concept

Money Field Money Field Money Field Stencil

+ = € €

€ €

€

€

Lotteries increased circulation & copy sales Overview of individualised BILD L&G


Cash Million

1-week bingo lottery

Lotteries & Games

Christmas Lottery

2-day game turn

Mechanic

Bank Note Lottery

2-day game turn

Money Field

3-weeks game turn

Colourfield

(once)

Lucky numbers

(one day)

Serial number

(one day)

Money Field

(Tuesday till Friday)

1

2

3

4

Effect on Circulation

Winning numbers

(every day)

Winning numbers

(next day)

Winning number

(next day)

Stencil

(each Monday)

Individualised Uniform Game turn

October 8th, 2013

Every ad can now be

printed with an individual

code or element and will

become an “Interaction

Ad“.

• Allows innovative

communication solutions

(e.g. lotteries & games, sale

promotions, etc.).

• Provides a solution to

connect the printed edition

with the digital platform.


INTERACTION AD: MOST RECENT EXAMPLE

October 8th, 2013

Individual numbers

0 7 0 3 8 4 1


TRANSFORMING PRINT AUDIENCES Taking traditional readers to the next level

October 8th, 2013

TRANSFORMING PRINT AUDIENCES

Paid content whatever the channel

What is natural in PRINT, BILD will establish in DIGITAL

With the launch of BILD+

on June 11th 2013,

exclusives are now offered as paid content on BILD.de.


BILDplus sells print products

BILD newspaper gives access to BILDplus

October 8th, 2013

Conclusion on hybrid printing Lessons learnt and perspectives


Nation wide rollout of the application

started in June 2013

Anonymous readers/buyers will be

converted into identifiable brand

subscribers

Investment in 33 KODAK Prosper

S30 print heads in 13 domestic

printing plants

No serious technical difficulties

Digital imprints are very accurate

and easily readable

Positive impact on circulation

Innovative communication solutions

for advertising partners

Merges print and digital world

Vision 2013 +

October 8th, 2013

Thank you for your

attention!


Axel Springer AG

Axel-Springer-Straße 65

10888 Berlin

Tobias Kuhn

General Manager BILD East & Saarland

Central Projects BILD

Phone: +49 (0) 30 2591-76432

[email protected]

October 8th, 2013

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