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Multi-Channel PublishingModern concepts and technologies
Berlin, October 11th 2018
Agenda
Multi-Channel Publishing | October 11th 2018 | 2
01 Paradigma shift in future publishing
02 Success factors
03 Possible way to reach your goals
01 | Paradigma shift - what is the future of publishing?
Multi-Channel Publishing | October 11th 2018 | 3
Future Publishing Challenges: Vision & the way there
Existing business models in publishing are
working ever worse
There is a lack of customer orientation,
external view and market orientation
Mastering of technological development
becomes a critical success factor
With the established models of thinking,
structures and working methods, the
challenges of the future can't be mastered
Multi-Channel Publishing | October 11th 2018 | 4
Publishers face the historic task of
having to reinvent themselves
completely
GoalsTo Do‘s
New business models
Paid content in own and foreign channels (e.g. via
Blockchain)
Permanent linking of content with "sponsors"
Flexible subscription forms (e.g. Netflix)
Stronger cooperation and at the same time demarcation
of aggregators
Less contractual commitment - more voluntary loyalty
Info-Commerce (travel, clubs, events)
Multi-Channel Publishing | October 11th 2018 | 5
Customer orientation
Media usage habits
Reading habits are changing with new technical possibilities faster,
more relevant, more medial, more interactive, more community-based
Different channels in different situations during the day (Infosnacks on
mobile, Long-reads on the largescreen ...)
What is changing in the product and the creation?
Infinite products instead of edition based publishing -> report
immediately if anything happens
Customer needs orientated content delivery
Data-based content customization
Multi-Channel Publishing | October 11th 2018 | 6
Agile processes & structures
Moving from static resort structures to market-driven and flexible publishing
teams
Agile product and business model development - allow early-stage failure
Ubiquity and Multi-Channel editing: editing is possible everywhere and by all
(reporters and readers) and on all devices (mobile editors)
Networked and distributed work: many are working on a story at the same
time
Iterative storytelling: content lives through many versions and is being
developed further
New roles: content promotion, channel management and content
optimization, customer loyalty, business development, audience management
Multi-Channel Publishing | October 11th 2018 | 7
Technology: Cloud & Microservices
Artificial intelligence for automatisms in editorial processes
(research, automated content creation, keywording, analytics, etc.)
Rating tools for effectiveness and product optimization
Component-based, flexible connectable and disconnectable micro-
services from the cloud replace monolithic systems with release
and high maintenance
Technology enables new journalistic formats, e.g. data-driven
personalization, interactive content and user interactions in real
time, non-linear, mobile news formats
Multi-Channel Publishing | October 11th 2018 | 8
02 | Success factors
Multi-Channel Publishing | October 11th 2018 | 9
10 success factors for publishing
01 | Mindset
Consistent customer orientation, Customer Centricity
02 | Journalistic Quality
Journalistic Excellence, Working Methods & Processes,
Guidelines
03 | Technical Quality
Technical excellence & „Editors Centricity“
04 |Real-time product management
Success management of content
05 | Immersive formats
Storytelling, long tail and evergreen content, Involvement
Multi-Channel Publishing | October 11th 2018 | 10
06 | OmnipresenceTo ensure the perception and relevance of the brand in all
channels
07 | Paid ContentMove the user to the funnel
08 | Smart processesProfessionalism and ease of use in all systems
09 | Platform solutionJournalists and audience work together
10 | Cloud instead of IT on premiseScalable, pay-as-you-go, investment-free
1 Mindset
Consistent customer orientation = journalism with realtime revenue management
Multi-Channel Publishing | October 11th 2018 | 11
What does the
customer really want?At what cost?
On which channels?
When does he want
which services?
With which
involvement?
At what speed?
At what depth?
2 Journalistic Quality
Quality of the journalistic work (e.g.: Fake
News-Avoidance)
The Transparency Project "Fighting fake news"
Collective storytelling with integrated technical
support of the editorial staff
Close cooperation Editor and SW developer
Tools facilitate the work of the reporter (SEO
optimization, SpellCheck etc.)
Journalistic Excellence, Working Methods & Processes, Guidelines and Responsibilities
Source: Washington Post Multi-Channel Publishing | October 11th 2018 | 12
Excellence in EngineeringE
xcelle
nce in J
ourn
alis
m
3 Technical Quality
“Editor Centricity” -> Authoring and editorial
centers simple working environment
Integrated multimedia content creation
Highly integrated multi-channel publishing system
Cloud-based IT Modular
Short-term, needs-based scaling
High-performance
Secure
Fast delivery to all channels
Technical excellence & “ Editors Centricity“
Multi-Channel Publishing | October 11th 2018 | 13
4 Real-time product management
Observe and evaluate relevant trends
Observe the reception and virality of content
React immediately to reader behavior
Link yield management to content exploitation
React quickly
Review content and channels
Measure successes
Derive conclusions
Consistently implement
Technical excellence creates the basis for journalistic quality
Source: Washington Post Multi-Channel Publishing | October 11th 2018 | 14
6 Omnipresence
"Storyteller" and "Channel Worker"
(content promoters)
Each channel brings additional reach
Presence in not self-controlled channels
boosts traffic on own products
Interactive channels allow real time user
feedback
New target groups that are not reached by
traditional media (Snapchat etc.)
To ensure the perception and relevance of the brand in all channels
Multi-Channel Publishing | October 11th 2018 | 15
7 Paid Content
Identify reader interests
Offer relevant content
Stimulate registration
Enrich data
Build conversion to subscribers
Make customer subscriber loyal fans
Customer Engagement Managers (Success
Managers, Retention & Hunting Teams)
Move the user to the funnel
Multi-Channel Publishing | October 11th 2018 | 16
ABO SALES PAYWALL TRAFFIC
VISITS
Core for all modern publishing platforms should be a sophisticated Digital Asset Managemen System (DAM)
17
Possible System-Scenarios
„Given scenario“Future scenario A:
DAM as the core platform
Future scenario B:
Integrated Editorial System
Print Dig. ChannelsOnline
Umsetzung in Phasen
möglich
External Sources
Print Dig. ChannelsOnline
External Sources
Print Dig. ChannelsOnline
External Sources
Multi-Channel Publishing | October 11th 2018 |
03 | Possible way to reach your goals
Multi-Channel Publishing | October 11th 2018 | 18
Kirchner + Robrecht supports publishers on their way to successful multi-channel publishing
Contents & Methods of the 4 stages program
Multi-Channel Publishing | October 11th 2018 | 19
Context RoadmapLab Work Shop
Strategy
Workshop
Goals and
expectations
Reference
visit
Scope
and schedule
Customer
Insights
Business
models
Neutral
prototypes
Sandboxes
Technical
implementation
Test Mode
Customer
Testing
Processes
Live production
Organization
Result
Workshop
Recommen-
dation
Scope Blueprints Feasibility Scenarios
Büro Rhein-Main
Burgstraße 3
63766 Alzenau
Büro München
Oettingenstraße 25
80538 München
Büro Berlin
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14163 Berlin
kirchner-robrecht.com
+49 6023 94353 0