idealliance april 2015
TRANSCRIPT
@jonnykaldor - pugpig.com - kaldorgroup.com
@jonnykaldor - pugpig.com - kaldorgroup.com
A few bits and bobs from UK publishing(and what’s going on over there)
@jonnykaldor - pugpig.com - kaldorgroup.com
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)
pugpig.com ~ @pugpig ~ [email protected]
And so therefore is responsive design...
pugpig.com ~ @pugpig ~ [email protected]
pugpig.com ~ @pugpig ~ [email protected]
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
@jonnykaldor - pugpig.com - kaldorgroup.com
@jonnykaldor - pugpig.com - kaldorgroup.com
Mobile Web Apps
In 2010, apps seemed to have such a bright future...
@jonnykaldor - pugpig.com - kaldorgroup.com
But are publishers now questioning their value?
@jonnykaldor - pugpig.com - kaldorgroup.com
It all really depends on what you’re after...
@jonnykaldor - pugpig.com - kaldorgroup.com
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
@jonnykaldor - pugpig.com - kaldorgroup.com
But publishers are realising that they have to move beyond simple replicas to succeed
@jonnykaldor - pugpig.com - kaldorgroup.com
6. Publishers continue to move to structured content(and the demise of the PDF replica for all but long tail)
@jonnykaldor - pugpig.com - kaldorgroup.com
7. The cost of creating native apps has been slashed
@jonnykaldor - pugpig.com - kaldorgroup.com
Questions?
@jonnykaldor - pugpig.com - kaldorgroup.com
@jonnykaldor - pugpig.com - kaldorgroup.com