Grig Davidovitz, RGB Media, Make Every Page A Homepage, 12 June

The Homepage is not dead! Every Page is a Homepage

GEN Summit 2014, Barcelona

by Grig Davidovitz // CEO, RGB Media

grig@rgbmedia.org

@grigdav

Every Page is a Homepage // Grig Davidovitz // GEN Summit, Barcelona, 2014 // grig@rgbmedia.org, @grigdav

Last month

Every Page is a Homepage // Grig Davidovitz // GEN Summit, Barcelona, 2014 // grig@rgbmedia.org, @grigdav

50%

Last month

Every Page is a Homepage // Grig Davidovitz // GEN Summit, Barcelona, 2014 // grig@rgbmedia.org, @grigdav

Buzzfeed Network

300%

Every Page is a Homepage // Grig Davidovitz // GEN Summit, Barcelona, 2014 // grig@rgbmedia.org, @grigdav

The Homepage is dead!

The Future: Social!

?

Every Page is a Homepage // Grig Davidovitz // GEN Summit, Barcelona, 2014 // grig@rgbmedia.org, @grigdav

Age of a paradox

An average user is exposed to tens, hundreds of sites a year

Every Page is a Homepage // Grig Davidovitz // GEN Summit, Barcelona, 2014 // grig@rgbmedia.org, @grigdav

Age of a paradox

An average user is exposed to tens, hundreds of sites a year

Every Page is a Homepage // Grig Davidovitz // GEN Summit, Barcelona, 2014 // grig@rgbmedia.org, @grigdav

Age of a paradox

An average user is exposed to tens, hundreds of sites a year

An average user is going on purpose to just a few websites

Every Page is a Homepage // Grig Davidovitz // GEN Summit, Barcelona, 2014 // grig@rgbmedia.org, @grigdav

Age of a paradox

An average user is exposed to tens, hundreds of sites a year

An average user is going on purpose to just a few websites

One night stand

Marriage

Type B Type A

Every Page is a Homepage // Grig Davidovitz // GEN Summit, Barcelona, 2014 // grig@rgbmedia.org, @grigdav

Age of a paradox

An average user is exposed to tens, hundreds of sites a year

An average user is going on purpose to just a few websites

One night stand Marriage

Type B Type A

Every Page is a Homepage // Grig Davidovitz // GEN Summit, Barcelona, 2014 // grig@rgbmedia.org, @grigdav

Age of a paradox

An average user is exposed to tens, hundreds of sites a year

An average user is going on purpose to just a few websites

Identity

Every Page is a Homepage // Grig Davidovitz // GEN Summit, Barcelona, 2014 // grig@rgbmedia.org, @grigdav

Age of a paradox

An average user is exposed to tens, hundreds of sites a year

An average user is going on purpose to just a few websites

Identity

Every Page is a Homepage // Grig Davidovitz // GEN Summit, Barcelona, 2014 // grig@rgbmedia.org, @grigdav

What reflects and even creates the identity of a media outlet?

The Homepage!

The Homepage = The face of the product

The blend

Subjects

Genres

Writers

Graphic Language

Branding

Functionality

Every Page is a Homepage // Grig Davidovitz // GEN Summit, Barcelona, 2014 // grig@rgbmedia.org, @grigdav

Every Page is a Homepage // Grig Davidovitz // GEN Summit, Barcelona, 2014 // grig@rgbmedia.org, @grigdav

Every Page is a Homepage // Grig Davidovitz // GEN Summit, Barcelona, 2014 // grig@rgbmedia.org, @grigdav

Every Page is a Homepage // Grig Davidovitz // GEN Summit, Barcelona, 2014 // grig@rgbmedia.org, @grigdav

What reflects and even creates the identity of a media outlet?

The Homepage!

The face of the product!

The blend

Subjects

Genres

Writers

Graphic Language

Branding

Functionality

Every Page is a Homepage // Grig Davidovitz // GEN Summit, Barcelona, 2014 // grig@rgbmedia.org, @grigdav

Principles for today’s homepage

Every Page is a Homepage // Grig Davidovitz // GEN Summit, Barcelona, 2014 // grig@rgbmedia.org, @grigdav

1. Have a CLEAR IDENTITY

The “local” news site of The Jewish People

Launched Feb 2012

New brand - is one of the 3 main websites in its market,

growing fast

Every Page is a Homepage // Grig Davidovitz // GEN Summit, Barcelona, 2014 // grig@rgbmedia.org, @grigdav

2. Have an engaging Homepage experience

Every Page is a Homepage // Grig Davidovitz // GEN Summit, Barcelona, 2014 // grig@rgbmedia.org, @grigdav

2. Have an engaging Homepage experience

Every Page is a Homepage // Grig Davidovitz // GEN Summit, Barcelona, 2014 // grig@rgbmedia.org, @grigdav

2. Have an engaging Homepage experience

The “Indesign” paradigm

on the speed of the web

Every Page is a Homepage // Grig Davidovitz // GEN Summit, Barcelona, 2014 // grig@rgbmedia.org, @grigdav

2. Have an engaging Homepage experience

Every Page is a Homepage // Grig Davidovitz // GEN Summit, Barcelona, 2014 // grig@rgbmedia.org, @grigdav

2. Have an engaging Homepage experience

Every Page is a Homepage // Grig Davidovitz // GEN Summit, Barcelona, 2014 // grig@rgbmedia.org, @grigdav

3. Have a cross platform Homepage experience

Every Page is a Homepage // Grig Davidovitz // GEN Summit, Barcelona, 2014 // grig@rgbmedia.org, @grigdav

3. Have a cross platform Homepage experience

Every Page is a Homepage // Grig Davidovitz // GEN Summit, Barcelona, 2014 // grig@rgbmedia.org, @grigdav

3. Have a cross platform Homepage experience

Every Page is a Homepage // Grig Davidovitz // GEN Summit, Barcelona, 2014 // grig@rgbmedia.org, @grigdav

3. Have a cross platform Homepage experience

Every Page is a Homepage // Grig Davidovitz // GEN Summit, Barcelona, 2014 // grig@rgbmedia.org, @grigdav

4. Every article is also a homepage

If the mountain won't come to Muhammad then Muhammad must go to the mountain

“

“

Every Page is a Homepage // Grig Davidovitz // GEN Summit, Barcelona, 2014 // grig@rgbmedia.org, @grigdav

Article Page

User

Represent the article

Be a homepage

4. Every article is also a homepage

Every Page is a Homepage // Grig Davidovitz // GEN Summit, Barcelona, 2014 // grig@rgbmedia.org, @grigdav

4. Every article is also a homepage

Every Page is a Homepage // Grig Davidovitz // GEN Summit, Barcelona, 2014 // grig@rgbmedia.org, @grigdav

Age of a paradox

An average user is exposed to tens, hundreds of sites a year

An average user is going on purpose to just a few websites

Don’t remember!

Every Page is a Homepage // Grig Davidovitz // GEN Summit, Barcelona, 2014 // grig@rgbmedia.org, @grigdav

5. The “homepage” email

The only digital place we never miss on any information presented

Every Page is a Homepage // Grig Davidovitz // GEN Summit, Barcelona, 2014 // grig@rgbmedia.org, @grigdav

5. The “homepage” email

The only digital place we never miss to see any information presented

It is a product!

The homepage from a daily perspective

Arianna Huffington: We have to know how to disconnect

Promoted aggressively

Every Page is a Homepage // Grig Davidovitz // GEN Summit, Barcelona, 2014 // grig@rgbmedia.org, @grigdav

5. The “homepage” email

The only digital place we never miss to see any information presented

It is a product!

The homepage from a daily perspective

Arianna Huffington: We have to know how to disconnect

Promoted aggressively

Every Page is a Homepage // Grig Davidovitz // GEN Summit, Barcelona, 2014 // grig@rgbmedia.org, @grigdav

5. The “homepage” email

The only digital place we never miss to see any information presented

It is a product!

The homepage from a daily perspective

Arianna Huffington: We have to know how to disconnect

Promoted aggressively

10% of PV

Every Page is a Homepage // Grig Davidovitz // GEN Summit, Barcelona, 2014 // grig@rgbmedia.org, @grigdav

Homepage is an abstract notion present wherever needed

HOMEPAGE

HOMEPAGE ON ARTICLE

MOBILE HOMEPAGE

DAILY HOMEPAGE

The same

Every Page is a Homepage // Grig Davidovitz // GEN Summit, Barcelona, 2014 // grig@rgbmedia.org, @grigdav

Results

All page views per month Feb. 2012 - Feb. 2014

Homepage views per month Feb. 2012 - Feb. 2014

10++ million pageviews

~ 1/3 of page views

Every Page is a Homepage // Grig Davidovitz // GEN Summit, Barcelona, 2014 // grig@rgbmedia.org, @grigdav

1. Maximising the content potential “to fly “ on social and search

2. Leveraging the potential of the visit - turning the “one night stands” into loyal users

No marketing budget. How?

10++ million pageviews

“INVERTED JOURNALISM”

~ 1/3 of page views

Every Page is a Homepage // Grig Davidovitz // GEN Summit, Barcelona, 2014 // grig@rgbmedia.org, @grigdav

No marketing budget. How?

In the social media age - the content is the best marketing agent

An opportunity and a threat to the “old media” organisations

13 million pageviews

Great news to Journalism!

by Grig Davidovitz // CEO, RGB Media

grig@rgbmedia.org

@grigdav

Thank you!

The Homepage is not dead! Every Page is a Homepage