multi-channel publishing-modern concepts and technologies ... · source: washington post...

Multi-Channel PublishingModern concepts and technologies

Berlin, October 11th 2018

Agenda

Multi-Channel Publishing | October 11th 2018 | 2

01 Paradigma shift in future publishing

02 Success factors

03 Possible way to reach your goals

01 | Paradigma shift - what is the future of publishing?


Future Publishing Challenges: Vision & the way there

Existing business models in publishing are

working ever worse

There is a lack of customer orientation,

external view and market orientation

Mastering of technological development

becomes a critical success factor

With the established models of thinking,

structures and working methods, the

challenges of the future can't be mastered


Publishers face the historic task of

having to reinvent themselves

completely

GoalsTo Do‘s

New business models

Paid content in own and foreign channels (e.g. via

Blockchain)

Permanent linking of content with "sponsors"

Flexible subscription forms (e.g. Netflix)

Stronger cooperation and at the same time demarcation

of aggregators

Less contractual commitment - more voluntary loyalty

Info-Commerce (travel, clubs, events)


Customer orientation

Media usage habits

Reading habits are changing with new technical possibilities faster,

more relevant, more medial, more interactive, more community-based

Different channels in different situations during the day (Infosnacks on

mobile, Long-reads on the largescreen ...)

What is changing in the product and the creation?

Infinite products instead of edition based publishing -> report

immediately if anything happens

Customer needs orientated content delivery

Data-based content customization


Agile processes & structures

Moving from static resort structures to market-driven and flexible publishing

teams

Agile product and business model development - allow early-stage failure

Ubiquity and Multi-Channel editing: editing is possible everywhere and by all

(reporters and readers) and on all devices (mobile editors)

Networked and distributed work: many are working on a story at the same

time

Iterative storytelling: content lives through many versions and is being

developed further

New roles: content promotion, channel management and content

optimization, customer loyalty, business development, audience management


Technology: Cloud & Microservices

Artificial intelligence for automatisms in editorial processes

(research, automated content creation, keywording, analytics, etc.)

Rating tools for effectiveness and product optimization

Component-based, flexible connectable and disconnectable micro-

services from the cloud replace monolithic systems with release

and high maintenance

Technology enables new journalistic formats, e.g. data-driven

personalization, interactive content and user interactions in real

time, non-linear, mobile news formats


02 | Success factors


10 success factors for publishing

01 | Mindset

Consistent customer orientation, Customer Centricity

02 | Journalistic Quality

Journalistic Excellence, Working Methods & Processes,

Guidelines

03 | Technical Quality

Technical excellence & „Editors Centricity“

04 |Real-time product management

Success management of content

05 | Immersive formats

Storytelling, long tail and evergreen content, Involvement


06 | OmnipresenceTo ensure the perception and relevance of the brand in all

channels

07 | Paid ContentMove the user to the funnel

08 | Smart processesProfessionalism and ease of use in all systems

09 | Platform solutionJournalists and audience work together

10 | Cloud instead of IT on premiseScalable, pay-as-you-go, investment-free

1 Mindset

Consistent customer orientation = journalism with realtime revenue management


What does the

customer really want?At what cost?

On which channels?

When does he want

which services?

With which

involvement?

At what speed?

At what depth?

2 Journalistic Quality

Quality of the journalistic work (e.g.: Fake

News-Avoidance)

The Transparency Project "Fighting fake news"

Collective storytelling with integrated technical

support of the editorial staff

Close cooperation Editor and SW developer

Tools facilitate the work of the reporter (SEO

optimization, SpellCheck etc.)

Journalistic Excellence, Working Methods & Processes, Guidelines and Responsibilities

Source: Washington Post Multi-Channel Publishing | October 11th 2018 | 12

Excellence in EngineeringE

xcelle

nce in J

ourn

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3 Technical Quality

“Editor Centricity” -> Authoring and editorial

centers simple working environment

Integrated multimedia content creation

Highly integrated multi-channel publishing system

Cloud-based IT Modular

Short-term, needs-based scaling

High-performance

Secure

Fast delivery to all channels

Technical excellence & “ Editors Centricity“


4 Real-time product management

Observe and evaluate relevant trends

Observe the reception and virality of content

React immediately to reader behavior

Link yield management to content exploitation

React quickly

Review content and channels

Measure successes

Derive conclusions

Consistently implement

Technical excellence creates the basis for journalistic quality

Source: Washington Post Multi-Channel Publishing | October 11th 2018 | 14

6 Omnipresence

"Storyteller" and "Channel Worker"

(content promoters)

Each channel brings additional reach

Presence in not self-controlled channels

boosts traffic on own products

Interactive channels allow real time user

feedback

New target groups that are not reached by

traditional media (Snapchat etc.)

To ensure the perception and relevance of the brand in all channels


7 Paid Content

Identify reader interests

Offer relevant content

Stimulate registration

Enrich data

Build conversion to subscribers

Make customer subscriber loyal fans

Customer Engagement Managers (Success

Managers, Retention & Hunting Teams)

Move the user to the funnel


ABO SALES PAYWALL TRAFFIC

VISITS

Core for all modern publishing platforms should be a sophisticated Digital Asset Managemen System (DAM)

17

Possible System-Scenarios

„Given scenario“Future scenario A:

DAM as the core platform

Future scenario B:

Integrated Editorial System

Print Dig. ChannelsOnline

Umsetzung in Phasen

möglich

External Sources


External Sources


External Sources

Multi-Channel Publishing | October 11th 2018 |

03 | Possible way to reach your goals


Kirchner + Robrecht supports publishers on their way to successful multi-channel publishing

Contents & Methods of the 4 stages program


Context RoadmapLab Work Shop

Strategy

Workshop

Goals and

expectations

Reference

visit

Scope

and schedule

Customer

Insights

Business

models

Neutral

prototypes

Sandboxes

Technical

implementation

Test Mode

Customer

Testing

Processes

Live production

Organization

Result

Workshop

Recommen-

dation

Scope Blueprints Feasibility Scenarios

Büro Rhein-Main

Burgstraße 3

63766 Alzenau

Büro München

Oettingenstraße 25

80538 München

Büro Berlin

Martin-Buber-Straße 18

14163 Berlin

kirchner-robrecht.com

+49 6023 94353 0

[email protected]

multi-channel publishing-modern concepts and technologies ... · source: washington post...

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