Original	
  IP	
  is	
  smart.	
  

	
  
	
  
Original	
  IP	
  and	
  owning	
  an	
  audience	
  
is	
  REALLY	
  smart....
What	
  owning	
  original	
  IP	
  can	
  feel	
  like.	
  
What	
  original	
  IP	
  and	
  	
  
YOUR	
  OWN	
  AUDIENCE	
  	
  
can	
  feel	
  like.	
  
With	
  YOUR	
  OWN	
  AUDIENCE	
  

Establish	
  brand	
  
	
  
Drive	
  sales	
  
	
  
Experiment	
  
bold!	
  	
  	
  	...
Funbrain.com	
  

Poptropica.com	
  
Diary	
  of	
  a	
  Wimpy	
  Kid	
  

bestselling	
  book	
  of	
  
2013	
  
	
  
300+	
  weeks	
  on	
  
NYTBR	
  bestsel...
Millions	
  of	
  kids	
  /	
  month	
  
	
  

200+	
  countries	
  
	
  

1,700	
  years	
  /	
  month	
  
“One	
  of	
  ...
BESTSELLERS!!!!	
  
Thousands	
  of	
  kids	
  /	
  day	
  
50+	
  countries	
  
print	
  rights	
  	
  
	
  
$2+	
  million.	
  

World	
  En...
$900	
  million	
  
Original	
  IP	
  	
  

Original	
  IP	
  and	
  your	
  own	
  audience	
  
AND	
  NOW	
  HERE’S	
  THE	
  CRAZY	
  THING	
  
	
  For	
  cost	
  of	
  
	
  	
  

	
  3	
  original	
  IPs	
  

	
  	
...
Audience	
  
Online	
  
	
  

Kids	
  

Older	
  elementary,	
  younger	
  middle	
  school	
  
50-­‐50	
  gender	
  
	
  ...
Apple	
  	
  Amazon	
  	
  Google	
  

you	
  

But	
  with	
  YOUR	
  OWN	
  AUDIENCE	
  

	
  	
  
You	
  create	
  new	...
It	
  can	
  be	
  fun	
  again.	
  	
  
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Taking Control of Your Digital Future: Owning Audiences and Creating Original IP -- a Galactic Hot Dogs Case Study (Jess Brallier -- Pearson, Funbrain, Poptropica)

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Many publishers believe that developing original IP is the key to a future-proof publishing program. But the process can be costly, maddening, and exhausting -- and too often doesn't translate into financial success for the publisher.

Jess Brallier is leading Pearson's efforts to establish a successful publishing model on the Internet and for a digitally-connected audience. With the success of Wimpy Kid, Poptropica, and the new Galactic Hot Dogs, Jess believes he's found the formula for developing powerful original intellectual property -- and it all starts with owning and understanding the audience.

In this presentation, Jess will showcase how he developed an audience of parents, kids, and teachers, and how he's used that as a platform to test, develop, and launch new IP that's thoughtful, fresh, and ready-made for an eager audience.

Published in: Education, Business, Technology
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Taking Control of Your Digital Future: Owning Audiences and Creating Original IP -- a Galactic Hot Dogs Case Study (Jess Brallier -- Pearson, Funbrain, Poptropica)

  1. 1. Original  IP  is  smart.       Original  IP  and  owning  an  audience   is  REALLY  smart.   Jess  M.  Brallier   Publisher   Funbrain  and  Poptropica  
  2. 2. What  owning  original  IP  can  feel  like.  
  3. 3. What  original  IP  and     YOUR  OWN  AUDIENCE     can  feel  like.  
  4. 4. With  YOUR  OWN  AUDIENCE   Establish  brand     Drive  sales     Experiment   bold!        passionate!      contrarian!  
  5. 5. Funbrain.com   Poptropica.com  
  6. 6. Diary  of  a  Wimpy  Kid   bestselling  book  of   2013     300+  weeks  on   NYTBR  bestseller   list     3  movies     41  languages     75  million  books    
  7. 7. Millions  of  kids  /  month     200+  countries     1,700  years  /  month   “One  of  the  web’s  50  best  sites.”  –  Time     “You  can’t  use  the  Situa8on  Room  computers  to  log  into  ‘Poptropica!”       -­‐  President  Barack  Obama  
  8. 8. BESTSELLERS!!!!  
  9. 9. Thousands  of  kids  /  day   50+  countries   print  rights       $2+  million.   World  English    German  Norwegian    Portuguese Hebrew  Korean    Simplified  Chinese      
  10. 10. $900  million  
  11. 11. Original  IP     Original  IP  and  your  own  audience  
  12. 12. AND  NOW  HERE’S  THE  CRAZY  THING    For  cost  of        3  original  IPs       You  could  OWN  AN  AUDIENCE.              5+  million  kids  per  month.                $900  million  in  IP  value  
  13. 13. Audience   Online     Kids   Older  elementary,  younger  middle  school   50-­‐50  gender     “swiss”   not  IP-­‐branded   not-­‐publisher  branded     Ajax  Publishing   Crazzed.com   Rock  Wars   Bashful  Willy   Cosmic  Ba7alion    
  14. 14. Apple    Amazon    Google   you   But  with  YOUR  OWN  AUDIENCE       You  create  new  models.      You  disrupt,  not  get  disrupted.    
  15. 15. It  can  be  fun  again.    

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