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@jonnykaldor - pugpig.com - kaldorgroup.com
pugpig.com ~ @pugpig ~ info@pugpig.com
@jonnykaldor - pugpig.com - kaldorgroup.com
A few bits and bobs from UK publishing
(and what’s going on over there)
@jonnykaldor - pugpig.com - kaldorgroup.com
1. Publishing models are changing
(are editions a thing of the past?)
Edition-based Continuous
And publishers are opting for differing models, based
on a few key criteria...
How often do I want to engage readers and for how long?
keep bringing
them back
keep them reading
for longer
What’s the nature of my content?
Short burst,
high frequency
Features with
longer shelf life
How do I intend to make money?
Subscriptions Single editions
What does my audience look like?
Traditional Radical
And what are my advertisers looking for?
MPUs and algorithmic
interstitials
Editorially placed
interstitials
The next trend is mixing up the two models (something
we’ve done in a basic manner for a while)
2. Mobile phones becoming ever more important
Mobile
phones
Tablets
Traditional
PCs
0
2013 2014 2015
2,800,000
2,100,000
1,400,000
700,000
Source: Gartner, October 2014
Global shipments of connected devices (1000’s units)
pugpig.com ~ @pugpig ~ info@pugpig.com
And so therefore is responsive design...
pugpig.com ~ @pugpig ~ info@pugpig.com
pugpig.com ~ @pugpig ~ info@pugpig.com
3. Advertising models continue to diverge from print
4. Digital marketing is becoming more sophisticated
Increased focus on digital marketing: Try, Test, Fail, Try again
Intelligent use of push notifications
iOS8 Today widget and deep linking
Content marketing through social media
Proper investment in marketing activities
5. A level of scepticism is creeping in about apps
@jonnykaldor - pugpig.com - kaldorgroup.com
@jonnykaldor - pugpig.com - kaldorgroup.com
Mobile Web Apps
In 2010, apps seemed to have such a bright future...
@jonnykaldor - pugpig.com - kaldorgroup.com
But are publishers now questioning their value?
@jonnykaldor - pugpig.com - kaldorgroup.com
It all really depends on what you’re after...
@jonnykaldor - pugpig.com - kaldorgroup.com
What sort of audience am I looking for?
Smaller but more loyal
and valuable audience
Massive transient
audience
Where is my audience coming from?
Building a new
customer base
Large existing
subscriber base
How am I going to take payment?
I need an easy way
to take cash
I already have
a paywall
Does my audience need to access content offline?
I’ll need my content
when I’m on Dartmoor
Online only is fine
Is my content edition-based or continuous?
Give me my cover
to cover read
Keep it flowing baby
How do my readers want to consume content?
Curated journey
through less content
(relax)
More content,
search-based or
dipping in and out
(research)
How will I keep them coming back?
I want push, background
download, today widget,
home screen, badges
Direct mails are good
Do I need to tap into the features of the device?
Yeah I want location,
calendar, contacts,
camera, audio player and
the rest
No thanks - let’s
stick to the content
What skills do I have in house?
I have loads of app
developers (yeah right)
or I have access to an
app framework
I have loads of great
HTML developers
What do I want to sell to my advertisers?
Interstitial ads
under a new deal
Well understood web-
based CPM model
So it does look like apps still have a real future
@jonnykaldor - pugpig.com - kaldorgroup.com
But publishers are realising that they have to move
beyond simple replicas to succeed
@jonnykaldor - pugpig.com - kaldorgroup.com
6. Publishers continue to move to structured content
(and the demise of the PDF replica for all but long tail)
@jonnykaldor - pugpig.com - kaldorgroup.com
7. The cost of creating native apps has been slashed
@jonnykaldor - pugpig.com - kaldorgroup.com
Questions?
@jonnykaldor - pugpig.com - kaldorgroup.com
@jonnykaldor - pugpig.com - kaldorgroup.com

More Related Content

Seven Trends in Mobile Publishing - VDZ, April 2015

  • 1. @jonnykaldor - pugpig.com - kaldorgroup.com
  • 2. pugpig.com ~ @pugpig ~ info@pugpig.com
  • 3. @jonnykaldor - pugpig.com - kaldorgroup.com A few bits and bobs from UK publishing (and what’s going on over there)
  • 4. @jonnykaldor - pugpig.com - kaldorgroup.com 1. Publishing models are changing (are editions a thing of the past?)
  • 6. And publishers are opting for differing models, based on a few key criteria...
  • 7. How often do I want to engage readers and for how long? keep bringing them back keep them reading for longer
  • 8. What’s the nature of my content? Short burst, high frequency Features with longer shelf life
  • 9. How do I intend to make money? Subscriptions Single editions
  • 10. What does my audience look like? Traditional Radical
  • 11. And what are my advertisers looking for? MPUs and algorithmic interstitials Editorially placed interstitials
  • 12. The next trend is mixing up the two models (something we’ve done in a basic manner for a while)
  • 13. 2. Mobile phones becoming ever more important
  • 14. Mobile phones Tablets Traditional PCs 0 2013 2014 2015 2,800,000 2,100,000 1,400,000 700,000 Source: Gartner, October 2014 Global shipments of connected devices (1000’s units) pugpig.com ~ @pugpig ~ info@pugpig.com
  • 15. And so therefore is responsive design...
  • 16. pugpig.com ~ @pugpig ~ info@pugpig.com
  • 17. pugpig.com ~ @pugpig ~ info@pugpig.com
  • 18. 3. Advertising models continue to diverge from print
  • 19. 4. Digital marketing is becoming more sophisticated
  • 20. Increased focus on digital marketing: Try, Test, Fail, Try again Intelligent use of push notifications iOS8 Today widget and deep linking Content marketing through social media Proper investment in marketing activities
  • 21. 5. A level of scepticism is creeping in about apps @jonnykaldor - pugpig.com - kaldorgroup.com
  • 22. @jonnykaldor - pugpig.com - kaldorgroup.com Mobile Web Apps
  • 23. In 2010, apps seemed to have such a bright future... @jonnykaldor - pugpig.com - kaldorgroup.com
  • 24. But are publishers now questioning their value? @jonnykaldor - pugpig.com - kaldorgroup.com
  • 25. It all really depends on what you’re after... @jonnykaldor - pugpig.com - kaldorgroup.com
  • 26. What sort of audience am I looking for? Smaller but more loyal and valuable audience Massive transient audience
  • 27. Where is my audience coming from? Building a new customer base Large existing subscriber base
  • 28. How am I going to take payment? I need an easy way to take cash I already have a paywall
  • 29. Does my audience need to access content offline? I’ll need my content when I’m on Dartmoor Online only is fine
  • 30. Is my content edition-based or continuous? Give me my cover to cover read Keep it flowing baby
  • 31. How do my readers want to consume content? Curated journey through less content (relax) More content, search-based or dipping in and out (research)
  • 32. How will I keep them coming back? I want push, background download, today widget, home screen, badges Direct mails are good
  • 33. Do I need to tap into the features of the device? Yeah I want location, calendar, contacts, camera, audio player and the rest No thanks - let’s stick to the content
  • 34. What skills do I have in house? I have loads of app developers (yeah right) or I have access to an app framework I have loads of great HTML developers
  • 35. What do I want to sell to my advertisers? Interstitial ads under a new deal Well understood web- based CPM model
  • 36. So it does look like apps still have a real future @jonnykaldor - pugpig.com - kaldorgroup.com
  • 37. But publishers are realising that they have to move beyond simple replicas to succeed @jonnykaldor - pugpig.com - kaldorgroup.com
  • 38. 6. Publishers continue to move to structured content (and the demise of the PDF replica for all but long tail) @jonnykaldor - pugpig.com - kaldorgroup.com
  • 39. 7. The cost of creating native apps has been slashed @jonnykaldor - pugpig.com - kaldorgroup.com
  • 41. @jonnykaldor - pugpig.com - kaldorgroup.com