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Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
Multi-platform publishing strategies Desktops tablets and phones
Our challenge!
November 2012
Presented by John Barnes
Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
INCISIVE ALLIANCE – 2012 BUDGET Confidential
18
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Online Information 2012 – Multi-platform publishing strategies
Audience / Community Platform Brand
1990’ 2000’ 2010’
Short-term extensions / products
Reach / Platform / Brand User engagement / Multi-screen / Synchronous use
“Deep and narrow” strategy focusing on vertical communities served with
print publications
Focus on reach and extensions of print brands into online, and
adjacent markets
“Multi-screen”, web-first strategy focused on engaging communities
through multiple media – web, print, tablet, mobile
Risk books
Risk.net
Asia Risk
Risk Magazine
Apps
Lead generation
Journals and magazines
Infinite publishing
Emails
Evolution of Incisive strategy over time
Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
INCISIVE ALLIANCE – 2012 BUDGET Confidential
Strategic Objectives – Our vision
Value Creation
Customers
Content & Delivery
People & Skills
• Our ambition is to change the shape of Incisive whereby the portfolio is 50% publishing revenues and 50% event revenues and the majority of our revenues will be derived from digital distribution to maximise the value of the company for our shareholders.
• To have over 45% of company revenues derived from digital within 5 years (vs. 23.5% today).
Strategic Objectives
• To develop our intelligence on user behaviour, consumption and habits across our businesses.
• To own the users’ inbox.
• To move away from news led businesses to create new, high value content, services and solutions through a better understanding of users.
• To deliver relevant content via the platform of the customer’s choice. • To use technology as an enabler to engage more deeply with our audiences across multiple media –
web, print tablet, mobile, events.
• To foster an entrepreneurial environment that encourages innovation and strives to develop the best in our people.
• To be at the forefront of innovation by adopting good ideas from rivals and peers and doing them better.
Brands • To build communities around our marketing leading and trusted brands across all platforms, channels and all business models.
Ops Board April 2012 Ops Board April 2012 Online Information 2012 – Multi-platform publishing strategies
Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
INCISIVE ALLIANCE – 2012 BUDGET Confidential
Mobile trajectory
Online Information 2012 – Multi-platform publishing strategies
Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
'PolyMorphic Publishing'
l Digital publishing is all about the audience and content, NOT the technology
l The challenge facing publishers is the huge explosion in competing devices, operating systems and digital distribution channels
l Digital consumers are increasing accessing and interacting with content on multi screens and in many different combinations, often quite unique to them
l By concentrating on the technologies we are over complicating the problem, publishers must think much more about content and what works where, and much less about Android vs IoS, or tablet vs web.
l The question to pose is ‘How should content be produced for different screens and distribution channels, and how can this increase reach and revenue?’
l Publishers can play to their strengths, content, audiences and form factors, and create real value for their businesses by building synchronous product strategies that build audiences by offering variety and value across screen sizes and devices.
5
Polymorphic Publishing What to build now?
Digital Publisher of the Year 2010 - 2011
Online Information 2012 – Multi-platform publishing strategies
Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
INCISIVE ALLIANCE – 2012 BUDGET Confidential
In the UK 16% of web traffic is from mobile devices
Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
INCISIVE ALLIANCE – 2012 BUDGET Confidential
Mobile consumption -Did you know
l Google is activating 1.3m Android devices a day
l Each new version of the iPhone sells as much as all previous versions combined
l Time spent using mobile (incl internet) has more than doubled in the last two years
l Tablet users on average spent 30% more time on-site and had a 20% higher engagement score than PC users
l Smartphones influence 6% of UK in-store purchases
Online Information 2012 – Multi-platform publishing strategies
Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
INCISIVE ALLIANCE – 2012 BUDGET Confidential
Mobile makes internet usage 24/7
Each device has very different peak usage times throughout a typical day, highlighting their varying use cases and value propositions to the digitally-connected consumer.
Ops Board April 2012 Ops Board April 2012 Online Information 2012 – Multi-platform publishing strategies
Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
INCISIVE ALLIANCE – 2012 BUDGET Confidential
Incisive share of internet traffic from non-computer sources
Ops Board April 2012 Online Information 2012 – Multi-platform publishing strategies
Q3 2012 now 12% will be 15% by year end
Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
INCISIVE ALLIANCE – 2012 BUDGET Confidential
10
Making digital journalism sustainable
Tablet Two hands Gestures Linear task Lean back Immersive Entertainment Home/Work
Computer Desk Type and Pointer Multi-task Lean forward Practicality Productive & Informed Work/Home
Smart Phone One hand Digit Multi function On demand Compulsive Always Connected Back bone device
Online Information 2012 – Multi-platform publishing strategies
Platforms
All have a web browser, mail client, apps and digital issues!
Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
INCISIVE ALLIANCE – 2012 BUDGET Confidential
11
Platforms
Making digital journalism sustainable Online Information 2012 – Multi-platform publishing strategies
Immediate News the core offering Quick reference is expected Quick fix is the mindset A close second for Social media
Informative Information + Analysis core offer Video is vital Research + Exploration the user mindset Core for social media Reference library or archive is expected
Reflective Analysis + Features + Interviews the core offering Education is the mindset Serendipity a core part of the experience
“Creating value” is putting the content the audience wants where it needs it
Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
Mobile is part of a ‘Multiscreen’ Life
l We are in the midst of a revolution across a variety of screens, with new input methods, new formats, and new distribution models. This revolution is being fuelled by several fundamental drivers:
- processing power growth, powerful portable batteries, increasing bandwidth for wireless Internet connectivity, the growth of cloud computing, a wide array of screen sizes and device form factors.
l This “multiscreen” revolution represents the growing number, and diversity of screens in our daily lives – PCs, Smartphones, tablets, SmartTVs, as well as our increasing ability to interact with content and applications across screens, and the interconnections between them
l In addition to desktop computers, we now see an increase in processing power on Smartphones, SmartTVs, and tablets.
- This is driving the mobile computing boom and enabling much richer experiences on these screens
l This creates a challenge for anyone building digital experiences, as they will need to deliver effective experiences across many devices – ‘Polymorphic Publishing’
12
Polymorphic Publishing What to build now?
Digital Publisher of the Year 2010 - 2011
Online Information 2012 – Multi-platform publishing strategies
Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating 13
What remains true for all publishers: the value of trust
<value of trust slide>
For advertisers in this study, each 10 index points of trust in the environments within which the ads appeared was equivalent to a 4.7% lift in site visitation versus a similar set of unexposed consumers.
There is a proven Trust Multiplier Effect for online advertising, on original content sites driving traffic to brands’ sites.
Source: AOP/Comscore – The Value of Trust, 2011
Making digital journalism sustainable Online Information 2012 – Multi-platform publishing strategies
Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
Trust and quality are the foundations to build engagement and value
l As analytics has developed, the focus is now on the customer and understanding individual customer engagement ie less about reach and volume and more about engagement and quality
14
Making digital journalism sustainable Online Information 2012 – Multi-platform publishing strategies
Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating 15
Moving readers from Flybys to Fans is key to building value
Fans
Low Engagement High Engagement
Fly bys Occasionals
Low Value = 1 High Value = 11x
Implicit Explicit
Click Lead
Unregistered Registered
Unqualified Qualified
Browsing Researching
Regulars
Making digital journalism sustainable
Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating 16
B2B Data: April 2012 – Gated data breakdown
AOP B2B Average Incisive Media example
Non-subs Subs Non-subs Subs
Bounce Rate - - 70% 44%
Dwell Time 5.47 mins 7.55 mins 6.22 mins 10.34 mins
Source: AOP B2B website traffic sharing initiative – April 2012
Making digital journalism sustainable Online Information 2012 – Multi-platform publishing strategies
Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
Multiple devices, adaptive design, and the publishing challenge
17
Different Devices Browsers, Editions & Apps
Browsers, Editions & Apps – Editorial email example
Computer Desk Type and Pointer Multi-task Lean forward Practicality
Tablet Two hands Gestures Linear task Lean back immersive
Smart Phone One hand Digit Multi function On demand Compulsive
All have a browser, mail client, apps & digital issues!
Computing Browsers Editions & Issues
Apps & Tools
Computer Computing.co.uk Fortnightly zMag chrome app in Q2
SmartPhone m.Computing.co.uk ? Anti Virus app (with Symantec for
sign off)
Tablet t.Computing.co.uk Pixel Mag edition (moving to Quark
app studio produced version)
CTG Resources (available on IoS
and Android, available in Apple, Android, Samsung and Amazon app
stores)
Making digital journalism sustainable Online Information 2012 – Multi-platform publishing strategies
Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating 18
Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating 19
Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating 20
Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating 21
Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating 22
Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
INCISIVE ALLIANCE – 2012 BUDGET Confidential
Top Ten Top Stats
1. 25 mobile optimised sites
2. 500k visitors each month – and growing
3. 5 minutes dwell time per visit
4. 12% of total traffic across all devices
5. 12 touch optimised sites
6. 17+ pages viewed per visit
7. 5 tablet editions in store – and a production schedule for every magazine
8. 30 minutes+ dwell time per visit
9. m. sites a major source for lead generation on main sites
10. Dominated by the iPad and the iPhone
23
Online Information 2012 – Multi-platform publishing strategies
Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
Planning for a multiscreen future
1. Understand your brands mobile behaviour
2. Map I with your users journeys
3. Identify your brands screen hierarchy
4. Adapt your strategy accordingly
5. Do it fast!
24
Online Information 2012 – Multi-platform publishing strategies
Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
Context – Device - Product
Why call to action, Push? Pull?
When time, day, event
Who Known, Unknown, Reg users, subscriber etc
Context
Which Computer, Tablet,
Smartphone
Where Sim, Wifi, Geo, IP
Device
What Product offer, format, design, functionality
How People, resources,
workflow, technology
Product
Carluccio effect: ‘Least ingredients, Maximum flavour’
Ops Board April 2012 Ops Board April 2012 Online Information 2012 – Multi-platform publishing strategies
Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
l B2B publishers will increasingly become customer businesses therefore require a deeper intelligence about user preferences and needs as well as the ability to track behaviour, consumption and habits, in effect B2P “Business to Person”
l The depth and quality of data will become a key asset in building more sophisticated lead generation and marketing services offerings for advertisers.
l The importance of big data. Data sourced internally about readers/users/customers can be used to drive content and product development, marketing, pricing and other commercial decisions. Technology is changing fast with more data being captured in the cloud. There is opportunity to create value through organising and packaging this data.
l Advertisers are moving towards more engaging and integrated advertising formats. To compete requires expertise in effectiveness, engagement, performance, and scale, and it will be valued totally on customer insight
l Increasingly media businesses are adopting a ‘multi device, multi-screen, multi format’ product approach. B2B publishers will need to tailor content to maximise the features and benefits of different digital distribution channels e.g. play to the strengths of the device, and by adapting content strategies to the UX and persona of customers is critical to building long term value
Our assumptions for the future
IPC Data Immersion session – April 2012 Making digital journalism sustainable Online Information 2012 – Multi-platform publishing strategies
Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
Questions? John Barnes E: [email protected] T: +44 (0)20 7316 9007 Twitter @johnmnbarnes