Multi Platform Publishing Strategies - J.Barnes

Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating

Multi-platform publishing strategies Desktops tablets and phones

Our challenge!

November 2012

Presented by John Barnes


INCISIVE ALLIANCE – 2012 BUDGET Confidential

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Online Information 2012 – Multi-platform publishing strategies

Audience / Community Platform Brand

1990’ 2000’ 2010’

Short-term extensions / products

Reach / Platform / Brand User engagement / Multi-screen / Synchronous use

“Deep and narrow” strategy focusing on vertical communities served with

print publications

Focus on reach and extensions of print brands into online, and

adjacent markets

“Multi-screen”, web-first strategy focused on engaging communities

through multiple media – web, print, tablet, mobile

Risk books

Risk.net

Asia Risk

Risk Magazine

Apps

Lead generation

Journals and magazines

Infinite publishing

Emails

Evolution of Incisive strategy over time



Strategic Objectives – Our vision

Value Creation

Customers

Content & Delivery

People & Skills

•  Our ambition is to change the shape of Incisive whereby the portfolio is 50% publishing revenues and 50% event revenues and the majority of our revenues will be derived from digital distribution to maximise the value of the company for our shareholders.

•  To have over 45% of company revenues derived from digital within 5 years (vs. 23.5% today).

Strategic Objectives

•  To develop our intelligence on user behaviour, consumption and habits across our businesses.

•  To own the users’ inbox.

•  To move away from news led businesses to create new, high value content, services and solutions through a better understanding of users.

•  To deliver relevant content via the platform of the customer’s choice. •  To use technology as an enabler to engage more deeply with our audiences across multiple media –

web, print tablet, mobile, events.

•  To foster an entrepreneurial environment that encourages innovation and strives to develop the best in our people.

•  To be at the forefront of innovation by adopting good ideas from rivals and peers and doing them better.

Brands •  To build communities around our marketing leading and trusted brands across all platforms, channels and all business models.

Ops Board April 2012 Ops Board April 2012 Online Information 2012 – Multi-platform publishing strategies



Mobile trajectory



'PolyMorphic Publishing'

l  Digital publishing is all about the audience and content, NOT the technology

l  The challenge facing publishers is the huge explosion in competing devices, operating systems and digital distribution channels

l  Digital consumers are increasing accessing and interacting with content on multi screens and in many different combinations, often quite unique to them

l  By concentrating on the technologies we are over complicating the problem, publishers must think much more about content and what works where, and much less about Android vs IoS, or tablet vs web.

l  The question to pose is ‘How should content be produced for different screens and distribution channels, and how can this increase reach and revenue?’

l  Publishers can play to their strengths, content, audiences and form factors, and create real value for their businesses by building synchronous product strategies that build audiences by offering variety and value across screen sizes and devices.

5

Polymorphic Publishing What to build now?

Digital Publisher of the Year 2010 - 2011




In the UK 16% of web traffic is from mobile devices



Mobile consumption -Did you know

l  Google is activating 1.3m Android devices a day

l  Each new version of the iPhone sells as much as all previous versions combined

l  Time spent using mobile (incl internet) has more than doubled in the last two years

l  Tablet users on average spent 30% more time on-site and had a 20% higher engagement score than PC users

l  Smartphones influence 6% of UK in-store purchases




Mobile makes internet usage 24/7

Each device has very different peak usage times throughout a typical day, highlighting their varying use cases and value propositions to the digitally-connected consumer.




Incisive share of internet traffic from non-computer sources

Ops Board April 2012 Online Information 2012 – Multi-platform publishing strategies

Q3 2012 now 12% will be 15% by year end



10

Making digital journalism sustainable

Tablet Two hands Gestures Linear task Lean back Immersive Entertainment Home/Work

Computer Desk Type and Pointer Multi-task Lean forward Practicality Productive & Informed Work/Home

Smart Phone One hand Digit Multi function On demand Compulsive Always Connected Back bone device


Platforms

All have a web browser, mail client, apps and digital issues!



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Platforms

Making digital journalism sustainable Online Information 2012 – Multi-platform publishing strategies

Immediate News the core offering Quick reference is expected Quick fix is the mindset A close second for Social media

Informative Information + Analysis core offer Video is vital Research + Exploration the user mindset Core for social media Reference library or archive is expected

Reflective Analysis + Features + Interviews the core offering Education is the mindset Serendipity a core part of the experience

“Creating value” is putting the content the audience wants where it needs it


Mobile is part of a ‘Multiscreen’ Life

l  We are in the midst of a revolution across a variety of screens, with new input methods, new formats, and new distribution models. This revolution is being fuelled by several fundamental drivers:

-  processing power growth, powerful portable batteries, increasing bandwidth for wireless Internet connectivity, the growth of cloud computing, a wide array of screen sizes and device form factors.

l  This “multiscreen” revolution represents the growing number, and diversity of screens in our daily lives – PCs, Smartphones, tablets, SmartTVs, as well as our increasing ability to interact with content and applications across screens, and the interconnections between them

l  In addition to desktop computers, we now see an increase in processing power on Smartphones, SmartTVs, and tablets.

-  This is driving the mobile computing boom and enabling much richer experiences on these screens

l  This creates a challenge for anyone building digital experiences, as they will need to deliver effective experiences across many devices – ‘Polymorphic Publishing’

12

Polymorphic Publishing What to build now?

Digital Publisher of the Year 2010 - 2011


Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating 13

What remains true for all publishers: the value of trust

<value of trust slide>

For advertisers in this study, each 10 index points of trust in the environments within which the ads appeared was equivalent to a 4.7% lift in site visitation versus a similar set of unexposed consumers.

There is a proven Trust Multiplier Effect for online advertising, on original content sites driving traffic to brands’ sites.

Source: AOP/Comscore – The Value of Trust, 2011



Trust and quality are the foundations to build engagement and value

l  As analytics has developed, the focus is now on the customer and understanding individual customer engagement ie less about reach and volume and more about engagement and quality

14



Moving readers from Flybys to Fans is key to building value

Fans

Low Engagement High Engagement

Fly bys Occasionals

Low Value = 1 High Value = 11x

Implicit Explicit

Click Lead

Unregistered Registered

Unqualified Qualified

Browsing Researching

Regulars

Making digital journalism sustainable


B2B Data: April 2012 – Gated data breakdown

AOP B2B Average Incisive Media example

Non-subs Subs Non-subs Subs

Bounce Rate - - 70% 44%

Dwell Time 5.47 mins 7.55 mins 6.22 mins 10.34 mins

Source: AOP B2B website traffic sharing initiative – April 2012



Multiple devices, adaptive design, and the publishing challenge

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Different Devices Browsers, Editions & Apps

Browsers, Editions & Apps – Editorial email example

Computer Desk Type and Pointer Multi-task Lean forward Practicality

Tablet Two hands Gestures Linear task Lean back immersive

Smart Phone One hand Digit Multi function On demand Compulsive

All have a browser, mail client, apps & digital issues!

Computing Browsers Editions & Issues

Apps & Tools

Computer Computing.co.uk Fortnightly zMag chrome app in Q2

SmartPhone m.Computing.co.uk ? Anti Virus app (with Symantec for

sign off)

Tablet t.Computing.co.uk Pixel Mag edition (moving to Quark

app studio produced version)

CTG Resources (available on IoS

and Android, available in Apple, Android, Samsung and Amazon app

stores)









Top Ten Top Stats

1.  25 mobile optimised sites

2.  500k visitors each month – and growing

3.  5 minutes dwell time per visit

4.  12% of total traffic across all devices

5.  12 touch optimised sites

6.  17+ pages viewed per visit

7.  5 tablet editions in store – and a production schedule for every magazine

8.  30 minutes+ dwell time per visit

9.  m. sites a major source for lead generation on main sites

10. Dominated by the iPad and the iPhone

23



Planning for a multiscreen future

1.  Understand your brands mobile behaviour

2.  Map I with your users journeys

3.  Identify your brands screen hierarchy

4.  Adapt your strategy accordingly

5.  Do it fast!

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Context – Device - Product

Why call to action, Push? Pull?

When time, day, event

Who Known, Unknown, Reg users, subscriber etc

Context

Which Computer, Tablet,

Smartphone

Where Sim, Wifi, Geo, IP

Device

What Product offer, format, design, functionality

How People, resources,

workflow, technology

Product

Carluccio effect: ‘Least ingredients, Maximum flavour’



l  B2B publishers will increasingly become customer businesses therefore require a deeper intelligence about user preferences and needs as well as the ability to track behaviour, consumption and habits, in effect B2P “Business to Person”

l  The depth and quality of data will become a key asset in building more sophisticated lead generation and marketing services offerings for advertisers.

l  The importance of big data. Data sourced internally about readers/users/customers can be used to drive content and product development, marketing, pricing and other commercial decisions. Technology is changing fast with more data being captured in the cloud. There is opportunity to create value through organising and packaging this data.

l  Advertisers are moving towards more engaging and integrated advertising formats. To compete requires expertise in effectiveness, engagement, performance, and scale, and it will be valued totally on customer insight

l  Increasingly media businesses are adopting a ‘multi device, multi-screen, multi format’ product approach. B2B publishers will need to tailor content to maximise the features and benefits of different digital distribution channels e.g. play to the strengths of the device, and by adapting content strategies to the UX and persona of customers is critical to building long term value

Our assumptions for the future

IPC Data Immersion session – April 2012 Making digital journalism sustainable Online Information 2012 – Multi-platform publishing strategies


Questions? John Barnes E: [email protected] T: +44 (0)20 7316 9007 Twitter @johnmnbarnes

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Multi Platform Publishing Strategies - J.Barnes