From penny press to online content publishing expo presentation

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Presentation by Anne caborn CDA at Publishing Expo Earls Court Two March 2 2011

Presentation by Anne caborn CDA at Publishing Expo Earls Court Two March 2 2011

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  • 1. From Penny Press toonline content why the value goes down as channels go up... and what you do about that
  • 2. most newspapers in theearly nineteenthcentury cost 6 cents andwere distributedthrough subscriptionson July 24, 1830, thefirst penny pressnewspaper came to themarket - Lynde M.Walters BostonTranscript
  • 3. Visualrepresentation of the internet
  • 4. UK newspapers suffered the most dramatic circulation declines of any country outside America UK circulation fell 25% between 2007-09 second only to the US - 30%Source: OECD 2010
  • 5. NA newspapersclosed 2007-10Source: Paper Cuts
  • 6. Amazon’s recently introduceddigital “delivery fee,” chargingpublishers 15 cents per megabyteto transfer a book’s file to theKindleSource: Publishers Weekly 2011“the big print publishers need tounderstand the reality of the 21stcentury: either you roll with newtechnology or you get rolled overby it. Thats the lesson of thehistory of technology incommerce”Dan Agin, Huffington Post 2011
  • 7. BOTHPLAYINGTHE LONGGAME
  • 8. “If the unauthorized access is toohigh, theyve got something peoplewill be willingly inconvenienced toread but the price is too steep; if theunauthorized access is too low,theyre probably giving it away toocheaply. Somewhere along thespectrum, theyll calculate theGoldilocks Price, and it will be justright.”Source:http://vannevar.blogspot.com/2011/02/rupert-murdoch-paywall-goldilock-price.html
  • 9. WHERE NEXT
  • 10. 48% of offline purchases areinspired by online contentwhich equates to about $1.15trillion in salesSource:http://www.zmags.com/blog/qr-codes
  • 11. PEOPLEPOWER
  • 12. THEPOWER OFSTORIES
  • 13. nearly one-third of all online ad dollars areexpected to go to video in 2011analysts expect by 2014 that the online videomarket will be $5.71 billion at the high end of theestimate spectrum and at the very least, $3.01billionSources: eMarketer, (Forrester Research).
  • 14. branded YouTube channeltop and tail links / adsincorporate hyperlinks throughout a video –see klickable.tv• incorporating hyper-local news and location-based services
  • 15. MOBILE DATACONSUMED –‘09 1.1 exabytes‘10 2.8 exabytes
  • 16. + our mobilenumbers areuniqueidentifiers
  • 17. tablets and androidsare making thevirtual tangible
  • 18. context ANDcontent – that’sthe difference
  • 19. eleganceuse of white spaceuseful information – not only what, when – buthow to get back in touchuser-focusedtimely
  • 20. THEPOTENTIALOF NFC
  • 21. Near Field Communication (NFC) – turns youmobile into a wallet50% of smart phones expected to ship with NFCchip by end of 2011more than just paying for coffee and train tickets
  • 22. Google One Pass - a payment system thatenables publishers to set the terms for accessto their digital content
  • 23. Google10% ofrevenue
  • 24. Apple launched its new subscription servicein February
  • 25. Apple 30%of revenue
  • 26. www.webwordsworking.co.uk www.cdacontentlab.com 01273 553393