13 themes from FIPP’s 2013 Congress

Chris Llewellyn CEO FIPP – the worldwide magazine media association

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1. Re-imagine the corporate structure

“The industry is renewing and reinventing itself and the leaders are doing so digital-first.”

Peter Kreisky, chairman, Kreisky Media Consultancy, USA

"Successful, profitable, franchise-enhancing change only comes with organisational change.”

“You must change from a silo'd organisation to an integrated team.”

John Wilpers, Innovations, USA

Organisational innovation

What it isn’t A couple of conference

ideas slapped onto an existing organisational structure

Retro-fitting a traditional media company and thinking you’ll become instantly successful

What it requires Re-thinking the organisation Change

Organisational structure Work flows Architecture Job descriptions and

expectations Staff mix Culture

John Wilpers

Adaptive strategy & management culture

• Based on predictability of market trends and competition

• Emphasises scale as the primary basis for competitive advantage

Before:Classic

strategy

• Turbulence is a given• Scale may not always provide an

advantage• Build business model and capabilities

to manage through uncertainty

Now:Adaptive strategy

Peter Kreisky – Kreisky Media Consulting

2. The consumer is at the heart of the strategy

"We intend to reach consumers on every device, on every platform and engage when it's convenient for them.”

Mark Wood, CEO, Future, UK

"Marketers need to put the consumer in the very centre of their storytelling.”

Laya Pavone, managing director, Isobar, Italy

“Because of the devices that consumers own we need to think as consumer as center of their own media world.”

Duncan Edwards, CEO, Hearst Magazines International, USA

Consumers are in control

Consumer

Magazine

Tablet

Mobile

Websitee-Commerce

Social networking

Live meetings

and events

Consumers have unprecedented choice.

By placing the consumer at the centre, you recognise the need to

reach them:

When they want it

On the platform they want it

In the format they want it

“Let go of your biggest asset (your brand), and give it to your audience.”

“We need to let the audience change us if we want them to pay attention.”

Marjaana Toiminen, CEO Bonnier Publications, Finland

“Crowdsourcing our magazine allowed us to find out more about our readers and be more relevant to them.”

Tarun Rai, CEO, Worldwide Media, India

3. Information moves at the speed of now

Community building

Brands Live events

Social media

Crowd-sourcing

Femina(Worldwide Media, India)

Olivia (Bonnier, Finland)

4. Experiment with social media

“Look at social media as streams, not sites. It’s all about sharing.”

Michiel Buitelaar, COO, Sanoma Digital Media, The Netherlands

“Facebook played a key role for executing Cake Decorating’s strategy.”

Alessandro Belloni, CEO, De Agostini Publishing, Italy

Social media engagement

Michiel Buitelaar

It’s early days…

Social media: real conversion happening

If we attempt to quantify this

• 470,000 FB likes

• 188,000 to the website

• 9,400 new subscribers alone

Cake Decorating

Allesandro Belloni

5. Mobile is an opportunity

“Leveraging mobile and using it as part of our multi-screen approach. Going to be pervasive over next 5-10 years”

Bob Carrigan, CEO, IDG, USA

“For us to stay relevant in consumers’ lives, we have to be where they are, when they’re there, in the format they want. The speed at which we make this change has to be accelerated.”

Duncan Edwards, president and CEO, Hearst Magazines International, USA

Hearst’s three digital priorities

One

Large-scale free web

Two

Curated tablet

Three

e-Commerce

All on mobile

- Duncan Edwards

6. E-commerce is a legitimate space for magazines to play in

"We’re taking baby steps with ecommerce. Know editorial endorsement is important, but finding right model is key."

Fiona McIntosh, editor-at-large, Grazia International Network, Italy

"Ecommerce and media require different capabilities. What are we prepared to commit, and what are the rewards?"

Paul Keenan, CEO, Bauer Media, UK

"When it comes to ecommerce, we need to be clear about the size of competitors we're up against.”

Duncan Edwards, CEO, Hearst Magazines International, USA

Others:

Elle Shop (Hearst, Japan)Grazia Shopping (Bauer, UK)… //and more

BrandNooz (Burda)

Shop Bazaar (Hearst)

Show Room (Burda)

7. Digital newsstands: it’s not all about Apple

"The digital newsstand of the future should promote discovery. Experiment with social media.”

“We think a newsstand should be a place where consumers – particularly mobile – can snack on content.”

Michelle Bottomley, president, Zinio. USA

“The benefit of a digital newsstand is millions of users who you are able to cross-sell content to.”

Girish Ramdas, CEO and co-founder, Magzter, USA

8. Advertising in magazines works

"65% per cent of our readers say that advertising enhances the enjoyment of a tablet magazine."

Simon Carrington, publisher, Top Gear, UK

“Magazines are terrific at getting consumers closer to brands.”

Marius Cloete, head of research, PPA, UK

9. Clicks ≠ success

“The sweet-spot is where print, digital, web, mobile and others intersect.”

Glenn Hansen, CEO, BPA Worldwide, USA

“It's time to do data-driven advertising. Take the data, create data-driven advertising and optimise it for your community.”

Denise Colella, president, Maxifier, USA

But tech continues to develop

With data offering deeper

audience understanding

and insight

Metrics such as viewability, in-

view time, # and time of universal

interactions increasingly to

the fore

Denise Colella

Be prepared for it

10. RTB is the new frontier of media planning and buying

“Make use of automation. Don’t fear it. It’s super relevant for you.”

“RTB is the new gold for content AND advertising.”Joelle Frijters, CEO, Improve Digital, Netherlands

Ad tech empowers

50%of your digital revenue will be programmatic

Joelle Frijters

By 2015

1 view is generated

Joelle Frijters

What is RTB?

11. Brands are becoming media owners

“Content players in the game are targeting editorial quality as a key part of the service. You will struggle to hang on to your people because they will be looking at your business model and worrying about the future.”

“We are now in the content creation game alongside our clients.”

David Pullan, global head of Unilever, Mindshare, UK

12. Mine your natural resources

"Branded content must be: Shoppable, sharable, editable, actionable, measurable, portable and searchable.”

David Pullan, global head of Unilever, Mindshare, UK

“We've brought our content to life. Digital has furthered our mission, original how-to information that inspires.”Ruth Feldman, international editorial director, Martha Stewart Living, USA

13. Innovation excites everyone

“If you really want to survive as a 21st Century company, you must innovate.”

“"The future is both exciting and lucrative...and the alternative is very bad for your magazine's health.”

"Innovation is what you become as an organisation.”John Wilpers, Innovations, USA

In summary1. Re-imagine the corporate structure2. The consumer is at the heart of the strategy3. Information moves at the speed of now4. Experiment with social media5. Mobile is an opportunity6. E-commerce is a legitimate space for magazines to play in7. Digital newsstands: it’s not all about Apple8. Advertising in magazines works9. Clicks ≠ success10. RTB is the new frontier of media planning and buying11. Brands are becoming media owners12. Mine your natural resources13. Innovation excites everyone

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