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How Modern Publishing Businesses Can Monetize Digital Content
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What we believe.
What we do.
How we work.
UK’s #1 Most circulated Tabloid
Paper
America’sMost Trusted News Source
America’sMost Watched
Basic Cable Network
Sources: Top: Nielsen Media Research, Simmons News Media Trust IndexBottom: News Corp Company Website (“Our Businesses, “Press Room”)
We transform publishing businesses
One of World’s Largest Media Companies with $10BB+ in
Revenue
UK’s #1 Paper for Company Directors & its Oldest
Newspaper
A Top Global News & Business Info Provider for 125+ years
4
There is a shift in value of the lifecycle of a story
Less
High
Low
MoreTIME
$ VALUE
Breaking story - the main event68% of publishers surveyed planned to produce more evergreen content in 2019
5
The most valuable moment is now free everywhere
Less MoreTIME
Post Event Opinion & Analysis
68% of publishers surveyed planned to produce more evergreen content in 2019
Event Build Up
High
Low
$ VALUE
6
$15B
$7B
How will your company’s budget for editorial content change in 2019?
(% of publishers)
59%
33%
8%
Increase Decrease Stay the same
So to make money, we invest in Content
+120 new newsroom employees
+ 50 more journalists
Sources: Left: “Content Creation for Publishers in 2019”, Digiday, May 7 2019; “Amazon on pace to spend $7 billion on video and music content this year, according to new disclosure”, CNBC, April 26 2019; “Netflix Toughening Criteria For Original Content Spend”, MediaPost, July 8 2019Right: “Content Creation for Publishers in 2019”, Digiday, May 7 2019
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Total Customer
Value
Content Economics+
Total Customer Value (TCV) a way to measure the combined revenue
associated with a customer from all sources
Indirect
Advertising
Affiliates
Digital
Direct Subscriptions
Transactions
Digital
Purchases
Events
Ecommerce (on platform)
Partnerships
Affiliate/referral fees
Sponsored
Data sharing
Identify revenue sourcesTO
TAL
CU
STO
MER
VA
LUE
Map revenue to customer
Customer A Customer B
Total Customer Value=$168Total Customer Value=$314
Digital Advertising$120
Affiliates$48
Digital Advertising
$164
Affiliates$48
Transactions $20
Full-Price Subscription
$82
TOTA
L C
UST
OM
ER V
ALU
E
OFF-PLATFORM (SOCIAL)
TRANSACTING CUSTOMERS
ANONYMOUS TRAFFIC
KNOWN AUDIENCES
High
High
Low
LowAudience Scale
Audience Value
Facebook Channel
Instagram Channel
YouTube Channel
Digital AdvertisingMobile
Application
Print Advertising
Newsletter
PrintDigital
Ecom. (owned)Events
Cover Price
PartnershipsAffiliate Fees
Subscriptions
Transactions
Affiliates
Understanding the sources of value...TO
TAL
CU
STO
MER
VA
LUE
The Customer Value Curve
OFF-PLATFORM (SOCIAL)
TRANSACTING CUSTOMERS
ANONYMOUS TRAFFIC
KNOWN AUDIENCES
High
High
Low
LowAudience Scale
Audience Value
Facebook Channel
Instagram Channel
YouTube Channel
Digital AdvertisingMobile
Application
Print Advertising
Newsletter
PrintDigital
Ecom. (owned)Events
Cover Price
PartnershipsAffiliate Fees
Subscriptions
Transactions
Affiliates
...means you can manage value more strategically
Current Customer A
Higher value Customer A Customer B
TOTA
L C
UST
OM
ER V
ALU
E
Content Economicsunderstanding how engaging with content
can make a customer more valuable
Categorize your contentC
ON
TENT EC
ON
OM
ICS
Political Opinion Piece (Politics/Opinion/Long Copy)
Cookery Newsletter (Lifestyle/Cooking/Email)
Hotel Review (Product Review/Travel/Feature)
Content
Saves over $1 billion each year from customers that do not churn
Map content types to the actions they generateC
ON
TENT EC
ON
OM
ICS
Political Opinion Piece (Politics/Opinion/Long Copy)
Subscribed
Cookery Newsletter (Lifestyle/Cooking/Email)
Built new usage habit
Hotel Review (Product Review/Travel/Feature)
Purchased from Affiliate
ActionContent
Not Churn
Assign value to each action based on likely revenueC
ON
TENT EC
ON
OM
ICS
Political Opinion Piece (Politics/Opinion/Long Copy)
Subscribed + Subscriptions
Cookery Newsletter (Lifestyle/Cooking/Email)
Built new usage habit + All Revenue
Hotel Review (Product Review/Travel/Feature)
Purchased from Affiliate + Advertising/Affiliate
ActionContent Value
Not Churn + All Revenue
Measuring Value helps to make better Content decisions C
ON
TENT EC
ON
OM
ICS
Political Opinion Piece (Politics/Opinion/Long Copy)
Subscribed + Subscriptions
Cookery Newsletter (Lifestyle/Cooking/Email)
Built new usage habit + All Revenue
Hotel Review (Product Review/Travel/Feature)
Purchased from Affiliate + Advertising/Affiliate
ActionContent Value
Not Churn + All Revenue
Which type of content drives which actions from readers?
Action
Which value lever does your paper need to
pull to increase total customer value?
CO
NTEN
T ECO
NO
MIC
S
What actions are readers taking? and what value do these actions generate for publishers?
(think back to the ARPU curve)
Content
Value
CONTENT ECONOMICS
700,000+
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Total Customer
Value
Content Economics+
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Win #1
The customer gets the content they
value most
The business can invest in the content that
delivers the most value
And content creators get to produce higher quality content
Win #2 Win #3
35,000Pre-registrations 4
weeks before launch
$60Annual subs. for
Founding Members
$1,200Three-year
subscription
1.5MGoal for subscriber
base in 3 years
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So what do you need to do this?
Some basic Data & Analytics capabilities
Cross functional Collaboration
An Organizational Focus on engagement and value
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New York72 Spring Street
New York, New York 10012
(917) 386 8093
Hong Kong17F38-48 Queen’s Road Central
Hong Kong
(852) 9132 0855
London20 Northdown Street
London N1 9BG
0207 843 5998
Winnie SunAPAC [email protected]
Thank you.
