Jack Riley: Three Ways In Which Content Is On The Brink Of Its Biggest Change Yet

The end of the beginning.

@_JackRiley, The Huffington Post UK

You are here

Source: Kantar/The Guardian

Flickr, wenzday01

“Blogging has never been easier but getting read has never been harder.”

- Benedict Evans, A16Z

Topics by engaged time per article

Highest

Alexis Tsipras

Greece Debt Crisis

Eurozone

Poverty

Welfare

Refugees

Austerity

EU Referendum

UK Economy

Lowest

Kendall Jenner

Celebrity Big Brother

Shoes

Shopping

Love Island

Miley Cyrus

TOWIE

Orange is the New Black

Emmerdale

The average article on

has 5x more engaged time per reader than the average article on...

Source: Huffingtonpost.co.uk Internal SimpleReach data

Three trends to watch

● Kindle● Subscriptions via Prime (eg

WaPo)

● Instant Articles● Native video

● Rumoured hosted content project

● Google Play Newsstand● Control of Android Play

Store

● Project Lightning● NFL highlights

● MSN hosts content from a variety of publishers

● Apple News● Control of App Store

The Big Six of Distributed Content

Source: App Annie + Flurry (Aug 2015)

Messaging apps

Viber WhatsApp Yo

bit.ly/wearthenews

- XKCD

Wearables

Apple Watch (projected) iPhone iPadY1 20 5.41 19.48Y2 53 15.76 47.6Y3 92 30.07 73.42Y4 133 57.39 71.09

Projections based on initial shipments and iPhone/iPad trend

(millions of units per quarter, global shipments)

Wearablecontent must be:PersonalRelevantGlanceable

“A notification should exist without the app ever having to exist”

- Noah Chestnut, Buzzfeed News

“Print dollars, digital dimes, mobile cents, wearable… ?”

The news consumer of 2018- Reads and watches content from a wide variety of publishers day-

to-day via distributed content baked into their messaging and entertainment platforms, without visiting their websites.

- Has direct relationships with a small number of publishers, primarily via mobile apps and messaging subscriptions

- Experiences breaking news and recommendations through the day as a hyper-personalised, contextually-aware alerts service, delivered via wearable devices.

- Considers individual journalists to be as important as news brands, thanks to the access social media has given to them.

The publisher of 2018- Web audience has shrunk, caused by distributed content and

service integrations.

- Benefits from 3rd party audience-based and programmatic monetisation via large consumer and ad tech companies, both on distributed and owned channels

- Focuses content creation around audience data, programming a mixture of automated and curated alerts and longer, targeted features.

- New platform distribution on wearables and VR with OS-level approval

Thank you for listening!

@_JackRiley

jack.riley@huffingtonpost.com