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Thomas R TrolandTRT Advisory20 April 2015
THE ONE-SCREEN PROBLEM:MANAGING PRINT MEDIA IN THE DIGITAL WORLD
THE ONE-SCREEN PROBLEM: MANAGING PRINT MEDIA IN THE DIGITAL WORLD
URBANIZATION
MOBILITYEDUCATIO
N & SUCCESS
WHAT MAKES A STRONG PUBLISHING MARKET?
3
THE ONE-SCREEN PROBLEM: MANAGING PRINT MEDIA IN THE DIGITAL WORLD
AFFLUENCE RISING WITH URBAN GROWTH
5
Source: Women Power Money #% / July 2013Ipsos CT / Hearst Magazines / Fleisjman Hillard
THE ONE-SCREEN PROBLEM: MANAGING PRINT MEDIA IN THE DIGITAL WORLD
CHINA: WORLD’S MOST MOBILE POPULATION
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THE ONE-SCREEN PROBLEM: MANAGING PRINT MEDIA IN THE DIGITAL WORLD
CHINA ADOPTS AND ADJUSTS TO DIGITAL TECHNOLOGY AT A VERY FAST PACE
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THE ONE-SCREEN PROBLEM: MANAGING PRINT MEDIA IN THE DIGITAL WORLD
FORMERLY EACH MEDIUM HAD ITS ROLE, TIME AND PLACE IN PEOPLE’S LIVES…
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THE ONE-SCREEN PROBLEM: MANAGING PRINT MEDIA IN THE DIGITAL WORLD
MOBILE: THE “EVERYWHERE” MEDIUM
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THE ONE-SCREEN PROBLEM: MANAGING PRINT MEDIA IN THE DIGITAL WORLD
MOBILE: THE “EVERYTHING” MEDIUM
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THE ONE-SCREEN PROBLEM: MANAGING PRINT MEDIA IN THE DIGITAL WORLD
FORRESTER RESEARCH: CHINA LEADING THE WAY IN “MOBILE MIND SHIFT”
“This is a mobile mind shift, not just ‘mobile first’. It is a complete change in the psychology of consumers: The expectation that any desired information or service is available, on any appropriate device, in context, at your moment of need.”Josh Bernoff, Senior Vice
President Forrester Research
13
THE ONE-SCREEN PROBLEM: MANAGING PRINT MEDIA IN THE DIGITAL WORLD
MCLUHAN’S FIRST LAW OF MEDIA
14
“WE SHAPE OUR TOOLS.
THEREAFTER, OUR TOOLS SHAPE US.”
–MARSHALL MCLUHAN, 1964
THE ONE-SCREEN PROBLEM: MANAGING PRINT MEDIA IN THE DIGITAL WORLD
TRADITIONAL MEDIA ARE LOSING ATTENTION
15
THE ONE-SCREEN PROBLEM: MANAGING PRINT MEDIA IN THE DIGITAL WORLD
WHY IS THIS A TIME OF TRANSFORMATION?
“TECHNOLOGY is miraculous because it allows us to do more with less, ratcheting up our fundamental capabilities to a higher level.”
--Peter Thiel
Founder of PayPal
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THE ONE-SCREEN PROBLEM: MANAGING PRINT MEDIA IN THE DIGITAL WORLD
3. BUSINESS MODELS ARE CHALLENGED
2. CONSUMERS ADOPT AND
ADJUST
1. DIGITAL REPLACES PHYSICAL
FORCES DRIVING THE TRANSFORMATION OF THE PUBLISHING INDUSTRY
19
THE ONE-SCREEN PROBLEM: MANAGING PRINT MEDIA IN THE DIGITAL WORLD
2. CONSUMERS ADOPT AND ADJUST
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Source: Market RaDaR Analysis Forrester Research 2014http://blogs.forrester.com/xiaofeng_wang/14-05-09-introduce_the_marketing_radar_to_china
THE ONE-SCREEN PROBLEM: MANAGING PRINT MEDIA IN THE DIGITAL WORLD
3. BUSINESS MODELS ARE CHALLENGEDNEARLY HALF OF CONTENT SPENDING WILL BE FOR DIGITAL PRODUCTS BY 2017
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THE ONE-SCREEN PROBLEM: MANAGING PRINT MEDIA IN THE DIGITAL WORLD
“INEVITABLE SHIFT”. INEVITABLE TRANSFORMATION.
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THE ONE-SCREEN PROBLEM: MANAGING PRINT MEDIA IN THE DIGITAL WORLD
MANAGING TRANSFORMATION INTO THE THE NEXT ERA OF PUBLISHING
24
HOW-TO
WHAT-IF
THE ONE-SCREEN PROBLEM: MANAGING PRINT MEDIA IN THE DIGITAL WORLD
MCKINSEY: LEAD THE POSSIBLE & MANAGE THE PROBABLE
Habits of Mind:Ask different questionsTake multiple perspectivesSee systemsExperiment at the
periphery
Actions:Identify practical optionsAlign key stakeholdersDisaggregate and
optimize, one piece at a time
Decide, pilot, and roll out
25
THE ONE-SCREEN PROBLEM: MANAGING PRINT MEDIA IN THE DIGITAL WORLD
HOW TO PUBLISH (19TH & 20TH CENTURY MODEL)
CREATEMANUFACTU
RE
DISTRIBUTE
26
SELL
THE ONE-SCREEN PROBLEM: MANAGING PRINT MEDIA IN THE DIGITAL WORLD
HOW TO PUBLISH (EARLY 21ST CENTURY MODEL)
CREATEMANUFACTU
RE
DISTRIBUTE
27
SELL
THE ONE-SCREEN PROBLEM: MANAGING PRINT MEDIA IN THE DIGITAL WORLD
WHAT IF THE PUBLISHING MODEL WAS DISRUPTED?
CREATEMANUFACTU
RE
DISTRIBUTE
28
SELL
THE ONE-SCREEN PROBLEM: MANAGING PRINT MEDIA IN THE DIGITAL WORLD
THE ONE-SCREEN PROBLEM
“There’s rarely a clear path forward for media industries lurching toward the Internet.
“There are so many stakeholders and constituents: artists, you have the labels or the publishers, you have the retail channels, and then you have the consumers.
“The evolution is often messy.” Willem van Lancker, co-
founder and chief product officer, Oyster
29
THE ONE-SCREEN PROBLEM: MANAGING PRINT MEDIA IN THE DIGITAL WORLD
FROM HOW-TO TO WHAT-IF: A PERSPECTIVE ON PUBLISHING FOR A ONE-SCREEN WORLD
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THE ONE-SCREEN PROBLEM: MANAGING PRINT MEDIA IN THE DIGITAL WORLD
BETTER HOMES AND GARDENS: THE BUSINESS OF CONSUMER COMMITMENT SUPPORT
31
7.6 million circulation
39 million adult readers
THE ONE-SCREEN PROBLEM: MANAGING PRINT MEDIA IN THE DIGITAL WORLD
A COMPANY BUILDS ITS DIGITAL FUTURE
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THE ONE-SCREEN PROBLEM: MANAGING PRINT MEDIA IN THE DIGITAL WORLD
CREATING A PUBLISHING BRAND FOR THE ONE-SCREEN WORLD
17 Million App Downloads
1,100,000
CirculationIn January
2015
34
THE ONE-SCREEN PROBLEM: MANAGING PRINT MEDIA IN THE DIGITAL WORLD
CREATING A PUBLISHING BRAND FOR THE ONE-SCREEN WORLD
Reader Contributor
s
20 Million App Downloads
1,250,000
CirculationIn
September 201535
THE ONE-SCREEN PROBLEM: MANAGING PRINT MEDIA IN THE DIGITAL WORLD
STRATEGY FOR TRANSFORMING PUBLISHING IN THE ONE-SCREEN WORLD
36
1. Love what you do2. Don’t be in love with
how you do it3. Out-read the
competition4. Find out and
understand the job the customer is “hiring” you to do
5. Define your business as brands not products
6. Stay Curious: Extend and Experiment
THE ONE-SCREEN PROBLEM: MANAGING PRINT MEDIA IN THE DIGITAL WORLD
CONDÉ NAST CENTER OF FASHION & DESIGN