Publishing in the Digital Age

PUBLISHING IN THE DIGITAL AGE

FROM PRINT TO MULTIMEDIA PROFITABILITY ANDREW DUCK

AUDIENCE MEDIA

VISIT VIETNAMBUSINESS.TV FOR BUSINESS VIDEOS, NEWS & RESEARCH

THIS SLIDESHOW IS FROM A PRESENTATION AT THE M2 MARKETING & MEDIA EVENTS IN HO CHI MINH CITY, VIETNAM ORGANIZED BY ITV-ASIA.COM AND

VIETNAMBUSINESS.TV

TO SEE VIDEOS FROM THE EVENTS, INTERVIEWS WITH SPEAKERS AND TO GET INFORMATION ON UPCOMING M2 - MARKETING & MEDIA NETWORK EVENTS

PLEASE VISIT VIETNAMBUSINESS.TV

AUDIENCE MEDIA3.5 YEARS OLD

BARCELONA AND HO CHI MINH CITY

50 STAFF, NOW 150+

MERGED WITH ZINIO, THE LEADING GLOBAL NEWSSTAND SERVICE IN 2014.

SERVICING THOUSANDS OF PUBLICATIONS ACROSS 70 MARKETS, END USERS IN 205.

35,000 USERS A MINUTE.


THE CHALLENGE


DIGITAL LANDSCAPEPRINT PUBLICATIONS ARE STILL GROWING IN THE ASIA

AD SPEND IS BEING DISTRIBUTED AWAY FROM PRINT TOWARD DIGITAL

PUBLISHERS ARE WORRIED ABOUT CANNIBALISING EXISTING PRINT SALES

POOR DIGITAL CONVERSION IN THE PAST MAY DEPRESS FUTURE EFFORTS

CHANGING CONTENT CONSUMPTION HABITS




THE TEAM


TEAMINTERNS ARE NOT DIGITAL STRATEGISTS..

STRATEGY HEAD - SOMEONE TO COORDINATE

EVERYONE MUST BE INVOLVED IN DIGITAL… (WHY IS IT ANY DIFFERENT TO PRINT?)

EDITORIAL, BUSINESS, AD SALES, DESIGNERS, EVERYONE...


THINK DIGITAL FROM THE START

RIGHT AT THE BEGINNING, THE FEATURES LIST OR BEFORE

WHEN YOU COMMISSION STORIES YOU SHOULD BE THINKING ABOUT HOW THESE CAN BE USED ACROSS MULTIPLE CHANNELS

THE PRODUCTION PROCESS


THE STRATEGY


QUESTIONS TO ASKWHAT ARE THE TOP 3 REASONS SOMEONE WOULD READ MY MAGAZINE?

WHAT UNIQUE BENEFITS OF THE WEB/DIGITAL CAN I USE TO TAILOR MY OFFERING?

WHY WOULD MY USERS WANT A TABLET/MOBILE APP?

WHAT CONTENT WOULD MY READERS WANT TO RECEIVE IN A MOBILE FORMAT?

ARE THERE PIECES OF CONTENT I CAN REUSE ONLINE IN A MORE SEARCHABLE/USABLE FORMAT?


WEB


IF THE WEB IS JUST A COPY OF PRINT ARTICLES, WHAT ARE YOU ASKING YOUR USERS TO DO?

HOW CAN YOU CREATE A COMPELLING EXPERIENCE?

VIDEO/AUDIO? (COVER SHOOTS)

USER GENERATED CONTENT? BLOGGING? INTERVIEWS?

SURFACING CONTENT IN NEW WAYS (THINK B2B DIRECTORIES, BUT FOR OTHER THINGS)

CONTENT STRATEGY


RESPONSIVE



TABLET AND MOBILE


FRAGMENTATION, WHICH OPERATING SYSTEM

WHERE IS THE MONEY

PDF VS NATIVE VS HYBRID

PRODUCTION COSTS





EXECUTION


TECHNICAL PLATFORMS ARE NOT A PANACEA

AVOID TRYING TO COMPETE ON A TECHNICAL BASIS

HAVING A GOOD TECHNICAL PLATFORM WILL NOT

HELP SELL ADVERTISING

WILL NOT HELP YOUR USERS READ ARTICLES

BUT HAVING THE RIGHT TECH PLATFORM WILL ALLOW YOU TO

CHARGE FOR SUBSCRIPTIONS

DELIVER RESPONSIVE ADVERTISING

PROVIDE EFFICIENCY THROUGH SINGLE ORIGIN PUBLISHING


ENGAGEMENT


ENGAGING USERSTALK TO THEM

ASK THEM QUESTIONS

POLL THEM

INVOLVE THEM IN DEFINING, REDEFINING AND REDEFINING AGAIN YOUR CONTENT STRATEGY.

WATCH THE TRENDS, WATCH YOUR OWN DATA EVEN CLOSER


PARTING THOUGHTSCROSS-CHANNEL ENGAGEMENT

PLATFORM LOCK-IN

SET GOALS, EXECUTE, RINSE, REPEAT.

THE EXPERIENCE HAS TO DELIVER ON THE PROMISE

THERE IS PLENTIFUL OPPORTUNITY, AND IT IS STILL GROWING


THIS SLIDESHOW IS FROM A PRESENTATION AT THE M2 MARKETING & MEDIA EVENTS IN HO CHI MINH CITY, VIETNAM ORGANIZED BY ITV-ASIA.COM AND

VIETNAMBUSINESS.TV

TO SEE VIDEOS FROM THE EVENTS, INTERVIEWS WITH SPEAKERS AND TO GET INFORMATION ON UPCOMING M2 - MARKETING & MEDIA NETWORK EVENTS

PLEASE VISIT VIETNAMBUSINESS.TV

THANK YOU

ANDREW DUCKAUDIENCE MEDIA


Marketing

Publishing in the Digital Age