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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
Hybrid Newspaper Printing 4
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)
Hybrid Newspaper Printing 6
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 €)
Hybrid Newspaper Printing 7
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)
Hybrid Newspaper Printing 8 October 8th, 2013
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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
Lottery ticket Lucky numbers
Lucky numbers Lucky numbers
Lucky numbers
Lottery ticket
Lottery ticket Lucky numbers
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
Hybrid Newspaper Printing 10 October 8th, 2013
October 8th, 2013 Hybrid Newspaper Printing 11
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
Hybrid Newspaper Printing 12
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.
Hybrid Newspaper Printing 13
INTERACTION AD: MOST RECENT EXAMPLE
October 8th, 2013
Individual numbers
0 7 0 3 8 4 1
Hybrid Newspaper Printing 14
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.
Hybrid Newspaper Printing 15
BILDplus sells print products
BILD newspaper gives access to BILDplus
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Conclusion on hybrid printing Lessons learnt and perspectives
Hybrid Newspaper Printing 16
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!
Hybrid Newspaper Printing 17
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
tobias.kuhn@axelspringer.de
October 8th, 2013
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