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THE ONE SCREEN PROBLEM:THE ONE-SCREEN PROBLEM:MANAGING PRINT MEDIA IN THE DIGITALWORLD
Thomas R TrolandTRT AdvisoryTRT Advisory20 April 2015
WHAT MAKES A STRONG PUBLISHING MARKET?
URBANIZATION
MOBILITYEDUCATION &
SUCCESS
THE ONE-SCREEN PROBLEM: MANAGING PRINT MEDIA IN THE DIGITALWORLD3
AFFLUENCE RISING WITH URBAN GROWTH
# / l 2013
THE ONE-SCREEN PROBLEM: MANAGING PRINT MEDIA IN THE DIGITALWORLD5
Source: Women Power Money #% / July 2013Ipsos CT / Hearst Magazines / Fleisjman Hillard
CHINA: WORLD’S MOST MOBILE POPULATION
THE ONE-SCREEN PROBLEM: MANAGING PRINT MEDIA IN THE DIGITALWORLD6
CHINA ADOPTS AND ADJUSTS TO DIGITAL
TTECHNOLOGY AT AVERY FAST PACE
THE ONE-SCREEN PROBLEM: MANAGING PRINT MEDIA IN THE DIGITALWORLD8
FORMERLY EACH MEDIUM HAD ITS ROLE, TIME
P ’AND PLACE IN PEOPLE’S LIVES…
THE ONE-SCREEN PROBLEM: MANAGING PRINT MEDIA IN THE DIGITALWORLD10
FORRESTER RESEARCH: CHINA LEADING THE
“M M S ”WAY IN “MOBILE MIND SHIFT”“This is a mobile mind shift,
j ‘ bil fi ’ I inot just ‘mobile first’. It is a complete change in the psychology of consumers: y gyThe expectation that any desired information or service is available on anyservice is available, on any appropriate device, in context, at your moment of
d ”need.”Josh Bernoff, Senior Vice President
Forrester Research
THE ONE-SCREEN PROBLEM: MANAGING PRINT MEDIA IN THE DIGITALWORLD13
MCLUHAN’S FIRST LAW OF MEDIA
“WE SHAPE OUR TOOLS.WE SHAPE OUR TOOLS. THEREAFTER, OUR
TOOLS SHAPE US.”–MARSHALL MCLUHAN, 1964
THE ONE-SCREEN PROBLEM: MANAGING PRINT MEDIA IN THE DIGITALWORLD14
TRADITIONAL MEDIA ARE LOSING ATTENTION
THE ONE-SCREEN PROBLEM: MANAGING PRINT MEDIA IN THE DIGITALWORLD15
WHY IS THIS A TIME OF TRANSFORMATION?
“TECHNOLOGY is miraculous because it allows us to do morewith less, ratcheting up our fundamental pcapabilities to a higher level.”
--Peter Thiel
Founder of PayPal
THE ONE-SCREEN PROBLEM: MANAGING PRINT MEDIA IN THE DIGITALWORLD18
FORCES DRIVING THE TRANSFORMATION OF
P ITHE PUBLISHING INDUSTRY
3. BUSINESS MODELSARE CHALLENGED
2. CONSUMERSADOPT AND
ADJUST
1. DIGITALREPLACESPHYSICAL
THE ONE-SCREEN PROBLEM: MANAGING PRINT MEDIA IN THE DIGITALWORLD19
2. CONSUMERS ADOPT AND ADJUSTJ
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 DIGITALWORLD21
_ _ g_ _ _
3. BUSINESS MODELS ARE CHALLENGEDNEARLY HALF OF CONTENT SPENDINGWILL BE FOR DIGITAL PRODUCTS BY 2017
THE ONE-SCREEN PROBLEM: MANAGING PRINT MEDIA IN THE DIGITALWORLD22
“INEVITABLE SHIFT”. INEVITABLE
TTRANSFORMATION.
THE ONE-SCREEN PROBLEM: MANAGING PRINT MEDIA IN THE DIGITALWORLD23
MANAGING TRANSFORMATION INTO THE THE
N E PNEXT ERA OF PUBLISHING
HOW-T
WHAT-TO IF
THE ONE-SCREEN PROBLEM: MANAGING PRINT MEDIA IN THE DIGITALWORLD24
MCKINSEY: LEAD THE POSSIBLE & MANAGE
PTHE PROBABLEHabits of Mind: Ask different uestions Ask different questions Take multiple perspectives See systems Experiment at the periphery
Actions:ct o s: Identify practical options Align key stakeholders Di t d ti i Disaggregate and optimize,
one piece at a time Decide, pilot, and roll out
THE ONE-SCREEN PROBLEM: MANAGING PRINT MEDIA IN THE DIGITALWORLD25
HOW TO PUBLISH (19TH & 20TH CENTURY MODEL)( )
CREATE MANUFACTURE DISTRIBUTE
SELL
THE ONE-SCREEN PROBLEM: MANAGING PRINT MEDIA IN THE DIGITALWORLD26
HOW TO PUBLISH (EARLY 21ST CENTURY MODEL)( )
CREATE MANUFACTURE DISTRIBUTE
SELL
THE ONE-SCREEN PROBLEM: MANAGING PRINT MEDIA IN THE DIGITALWORLD27
WHAT IF THE PUBLISHING MODEL WAS DISRUPTED?
CREATE MANUFACTURE DISTRIBUTE
SELL
THE ONE-SCREEN PROBLEM: MANAGING PRINT MEDIA IN THE DIGITALWORLD28
THE ONE-SCREEN PROBLEM
“There’s rarely a clear pathThere s rarely a clear path forward for media industries lurching toward the Internet.Internet.
“There are so many stakeholders and constituents: artists, you have the labels or the publishers,have the labels or the publishers, you have the retail channels, and then you have the consumers.
“The evolution is oftenThe evolution is often messy.” Willem van Lancker, co-founder and
chief product officer, Oyster
THE ONE-SCREEN PROBLEM: MANAGING PRINT MEDIA IN THE DIGITALWORLD
f p ff y
29
FROM HOW-TO TO WHAT-IF: A PERSPECTIVE
P O S WON PUBLISHING FOR A ONE-SCREENWORLD
THE ONE-SCREEN PROBLEM: MANAGING PRINT MEDIA IN THE DIGITALWORLD30
BETTER HOMES AND GARDENS: THE BUSINESS
C C SOF CONSUMER COMMITMENT SUPPORT
7.6 million lcirculation
39 illi39 million adult readersadult readers
THE ONE-SCREEN PROBLEM: MANAGING PRINT MEDIA IN THE DIGITALWORLD31
A COMPANY BUILDS ITS DIGITAL FUTURE
THE ONE-SCREEN PROBLEM: MANAGING PRINT MEDIA IN THE DIGITALWORLD33
CREATING A PUBLISHING BRAND FOR THE
O S WONE-SCREENWORLD
1 100 00017 Million A D l d
1,100,000Circulation
In January 2015 App DownloadsJ y
THE ONE-SCREEN PROBLEM: MANAGING PRINT MEDIA IN THE DIGITALWORLD34
CREATING A PUBLISHING BRAND FOR THE
O S WONE-SCREENWORLD
Reader Contributors
1 250 00020 Million
1,250,000Circulation
In September App DownloadsIn September 2015
THE ONE-SCREEN PROBLEM: MANAGING PRINT MEDIA IN THE DIGITALWORLD35
STRATEGY FOR TRANSFORMING PUBLISHING INO S WTHE ONE-SCREENWORLD
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 isthe job the customer is “hiring” you to do
5. Define your business as brands not productsbrands not products
6. Stay Curious: Extend and Experiment
THE ONE-SCREEN PROBLEM: MANAGING PRINT MEDIA IN THE DIGITALWORLD36
CONDÉ NAST CENTER OF FASHION & DESIGN
THE ONE-SCREEN PROBLEM: MANAGING PRINT MEDIA IN THE DIGITALWORLD