Multi-platform publishing strategies   Desktops tablets and phones           Our challenge!       Presented by John Barnes...
INCISIVEInformation 2012 BUDGET Online ALLIANCE – 2012 – Multi-platform publishing strategies                             ...
Online ALLIANCE 2012 – Multi-platform publishing strategies Ops Board April – 2012INCISIVEInformation 2012 BUDGET         ...
INCISIVEInformation 2012 BUDGET Online ALLIANCE – 2012 – Multi-platform publishing strategies                             ...
Online Information 2012 – Multi-platform publishing strategies Polymorphic Publishing What to build now?PolyMorphic Publis...
INCISIVE ALLIANCE – 2012 BUDGET                                                                              Confidential ...
INCISIVEInformation 2012 BUDGET Online ALLIANCE – 2012 – Multi-platform publishing strategies                             ...
Online ALLIANCE 2012 – Multi-platform publishing strategies Ops Board April – 2012INCISIVEInformation 2012 BUDGET         ...
Online ALLIANCE 2012 – Multi-platform publishing strategies Ops Board April – 2012INCISIVEInformation 2012 BUDGET         ...
Online Information 2012 – Multi-platform publishing strategiesINCISIVE digital journalismBUDGET Making ALLIANCE – 2012 sus...
Online Information 2012 – Multi-platform publishing strategiesINCISIVE digital journalismBUDGET Making ALLIANCE – 2012 sus...
Online Information 2012 – Multi-platform publishing strategies Polymorphic Publishing What to build now?Mobile is part of ...
Online digital journalism sustainableMakingInformation 2012 – Multi-platform publishing strategiesWhat remains true for al...
Online Information 2012 – Multi-platform publishing strategiesMaking digital journalism sustainableTrust and quality are t...
Making digital journalism sustainableMoving readers from Flybys to Fans is key to building value           Fly bys        ...
Online Information 2012 – Multi-platform publishing strategiesMaking digital journalism sustainableB2B Data: April 2012 – ...
MakingInformation 2012 – Multi-platform publishing strategiesOnline digital journalism sustainableMultiple devices, adapti...
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
INCISIVEInformation 2012 BUDGET Online ALLIANCE – 2012 – Multi-platform publishing strategies                             ...
Online Information 2012 – Multi-platform publishing strategiesPlanning for a multiscreen future            1.  Understand ...
Ops Board April 2012Online Information 2012 – Multi-platform publishing strategiesContext – Device - Product            Co...
Online Information 2012 – Multi-platform publishing strategiesIPC Data Immersion session – April 2012Making digital journa...
Questions?John BarnesE: john.barnes@incisivemedia.comT: +44 (0)20 7316 9007Twitter @johnmnbarnes       Incisive (in-sy-siv...
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Multi Platform Publishing Strategies - J.Barnes

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Multi Platform Publishing Strategies - J.Barnes

  1. 1. Multi-platform publishing strategies Desktops tablets and phones Our challenge! Presented by John Barnes November 2012 Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
  2. 2. INCISIVEInformation 2012 BUDGET Online ALLIANCE – 2012 – Multi-platform publishing strategies Confidential Evolution of Incisive strategy over time 1990’ 2000’ 2010’ Audience / Platform Brand Community Short-term Reach / Platform / Brand User engagement / Multi-screen / extensions / products Synchronous use “Deep and narrow” strategy focusing Focus on reach and extensions of “Multi-screen”, web-first strategy on vertical communities served with print brands into online, and focused on engaging communities print publications adjacent markets through multiple media – web, print, tablet, mobile Emails Risk books Risk Magazine Infinite publishing Lead Risk.net generation Apps Asia Risk Journals and magazines 18 Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
  3. 3. Online ALLIANCE 2012 – Multi-platform publishing strategies Ops Board April – 2012INCISIVEInformation 2012 BUDGET Confidential Strategic Objectives – Our vision Strategic ObjectivesValue •  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 toCreation 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). •  To develop our intelligence on user behaviour, consumption and habits across our businesses.Customers •  To own the users’ inbox. •  To move away from news led businesses to create new, high value content, services and solutionsContent & through a better understanding of users.Delivery •  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.Brands •  To build communities around our marketing leading and trusted brands across all platforms, channels and all business models. •  To foster an entrepreneurial environment that encourages innovation and strives to develop the bestPeople & in our people.Skills •  To be at the forefront of innovation by adopting good ideas from rivals and peers and doing them better. Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
  4. 4. INCISIVEInformation 2012 BUDGET Online ALLIANCE – 2012 – Multi-platform publishing strategies Confidential Mobile trajectory Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
  5. 5. Online Information 2012 – Multi-platform publishing strategies Polymorphic Publishing What to build now?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 Digital Publisher of the Year 2010 - 2011Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
  6. 6. 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
  7. 7. INCISIVEInformation 2012 BUDGET Online ALLIANCE – 2012 – Multi-platform publishing strategies 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 Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
  8. 8. Online ALLIANCE 2012 – Multi-platform publishing strategies Ops Board April – 2012INCISIVEInformation 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. Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
  9. 9. Online ALLIANCE 2012 – Multi-platform publishing strategies Ops Board April – 2012INCISIVEInformation 2012 BUDGET Confidential Incisive share of internet traffic from non-computer sources Q3 2012 now 12% will be 15% by year end Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
  10. 10. Online Information 2012 – Multi-platform publishing strategiesINCISIVE digital journalismBUDGET Making ALLIANCE – 2012 sustainable Confidential Platforms Smart Phone Computer Tablet One hand Desk Two hands Digit Type and Pointer Gestures Multi function Multi-task Linear task On demand Lean forward Lean back Compulsive Practicality Immersive Always Connected Productive & Informed Entertainment Back bone device Work/Home Home/Work All have a web browser, mail client, apps and digital issues! 10 Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
  11. 11. Online Information 2012 – Multi-platform publishing strategiesINCISIVE digital journalismBUDGET Making ALLIANCE – 2012 sustainable Confidential Platforms Immediate Informative Reflective News the core Information + Analysis + offering Analysis core offer Features + Quick reference is Video is vital Interviews the core expected Research + offering Quick fix is the Exploration the user Education is the mindset mindset mindset A close second for Core for social Serendipity a core Social media media part of the Reference library or experience archive is expected “Creating value” is putting the content the audience wants where it needs it 11 Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
  12. 12. Online Information 2012 – Multi-platform publishing strategies Polymorphic Publishing What to build now?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 Digital Publisher of the Year 2010 - 2011Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
  13. 13. Online digital journalism sustainableMakingInformation 2012 – Multi-platform publishing strategiesWhat remains true for all publishers: the value of trust For advertisers in this study, each 10 index points of trust <value of trust slide> 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, 201113 Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
  14. 14. Online Information 2012 – Multi-platform publishing strategiesMaking digital journalism sustainableTrust 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 quality14 Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
  15. 15. Making digital journalism sustainableMoving readers from Flybys to Fans is key to building value Fly bys Occasionals Regulars Fans Low Engagement High Engagement Unregistered Registered Click Lead Unqualified Qualified Browsing Researching Implicit Explicit Low Value = 1 High Value = 11x15 Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
  16. 16. Online Information 2012 – Multi-platform publishing strategiesMaking digital journalism sustainableB2B 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 201216 Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
  17. 17. MakingInformation 2012 – Multi-platform publishing strategiesOnline digital journalism sustainableMultiple devices, adaptive design, and the publishing challengeDifferent Devices Browsers, Editions & Apps Smart Phone One hand Digit Multi function On demand Compulsive Tablet Two hands Gestures Linear task Lean back immersive Browsers, Editions & Apps – Editorial email example Computing Browsers Editions & Apps & Tools Issues Computer Computing.co.uk Fortnightly zMag chrome app in Q2 Computer Desk SmartPhone m.Computing.co.uk ? Anti Virus app Type and Pointer (with Symantec for sign off) Multi-task Lean forward Tablet t.Computing.co.uk Pixel Mag edition CTG Resources (moving to Quark (available on IoS Practicality app studio and Android, produced version) available in Apple, Android, Samsung and Amazon app stores) All have a browser, mail client, apps & digital issues!17 Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
  18. 18. 18 Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
  19. 19. 19 Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
  20. 20. 20 Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
  21. 21. 21 Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
  22. 22. 22 Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
  23. 23. INCISIVEInformation 2012 BUDGET Online ALLIANCE – 2012 – Multi-platform publishing strategies 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 Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
  24. 24. Online Information 2012 – Multi-platform publishing strategiesPlanning 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 Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
  25. 25. Ops Board April 2012Online Information 2012 – Multi-platform publishing strategiesContext – Device - Product Context Device Product Why Which What Computer, Tablet, Product offer, format, call to action, Push? Pull? Smartphone design, functionality When Where How time, day, event Sim, Wifi, Geo, IP People, resources, Who workflow, technology Known, Unknown, Reg users, subscriber etc Carluccio effect: ‘Least ingredients, Maximum flavour’ Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
  26. 26. Online Information 2012 – Multi-platform publishing strategiesIPC Data Immersion session – April 2012Making digital journalism sustainableOur assumptions for the future 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 Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
  27. 27. Questions?John BarnesE: john.barnes@incisivemedia.comT: +44 (0)20 7316 9007Twitter @johnmnbarnes Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
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