Younger, Jennifer: lighntning talk, Digital Preservation: Aggregated, Collabo...
The peel lessons learned v2
1. iPad App, Curated Content: Ups & Downs!
reach new users? add new revenue stream?
@hoosier40
2. Why create iPad app? Why curated content?
1 in 3 internet users to use Tablet by 2014
Percentage of iPad users among Tablet
The demographic of Tablet users
Tablet users want content to function w/
device
Younger demographic wants unique content
50+ demographic wants replica!
@hoosier40
3. 1 in 3 internet users to use a tablet by 2014
US market, eMarketer Nov, 21, 2011
4. Percentage of iPad users among tablets
US market, eMarketer Nov, 21, 2011
US market, eMarketer Nov, 21, 2011
6. Younger demo wants content differently
More personalized by their likes and dislikes
Want unique content specifically designed
for the device
They are not already reading your product,
so you have to reach out
Building content for a mass audience doesn’t
work anymore…
@hoosier40
7. OCR iPad app: Reaches out to younger demo
Unique content every day
Daily, regularly scheduled multi media feature stories
Content that takes advantage of the iPad functions
Aimed at a younger demographic than newspaper
8. OCR traditional print demo wants digital replica!
They like convenient access to content via
smartphone
Shorter versions of same stories are fine
Like what they are used to – replica and news
12. Community building & growing downloads
Create a VOICE! A profile
Targeted advertising
Social Media
13. What did we learn after initial launch?
Surveys showed people liked graphical
approach
Most users were similar demographic as
website audience
Questions concerning location of stories seen
on website & obituaries
Hard to find sections pertaining to print
product
Small numbers of new audience
14. Why did we rebrand app in 2012?
Admit failure to reach new audience
OCR brand while credible was a negative
Audience we wanted was more about video &
content specific to them
Communicate findings & corrective actions
Change marketing to only use social & media
associated with audience
Use social & audience we were after to come
up with name
Adopt TV like approach to marketing & content
@hoosier40
20. The Peel, a bright spot according to Newsosaur
21. 2012… the explosion of iPads sold
iPad sold 17 million units in Apr-Jun '12 - NEW
RECORD
More iPads sold in this period than any PC
manufacturer sold of entire PC line
Last year iPad had 62% market share NOW 68%
share
iPad is 91% of all tablet web traffic - Where are
all the other tablets
700,000 apps in store 250,000 specific to iPad
Apple has sold 400 million IOS devices through
June of this year
24. Tablet users are even more engaged!
Tablet consumers spend more time daily
Check headlines 52%, read articles 42%
SS
US market, Report by Pews Research Center Oct 25, 2011
25. Selling Ad Space using Share of Voice vs CPM
On Tablets, users are more engaged with the content
and the ads:
High Click Through (0.7%+)
3X higher visits
11X higher page views per unique than web
Much higher time spent
SOV is about percentage of pages viewed vs. CPM
Unique audience is worth more and is sold in
a different way
@hoosier40
28. Where do we see this going?
More ad impressions
• Page views will continue to grow
Standalone sales teams
• Focused on selling mobile in larger
markets
Subscription based?
US market, Report by Pews Research Center Oct 25, 2011
29. Lessons learned… the good stuff
We learned a key factor in attracting a
younger audience was to brand the
product with a unique name (non-replica
of the newspaper), and play down any
connection to its legacy brand.
Collaboration is very important with existing
content sources, as the resources available
from the legacy brand are vast.
@hoosier40
30. Lessons learned… the good stuff
Video must play a major role in the
development of content..
We inspired many other content businesses
to follow our lead and produce content
similar to The Peel.
The key component of The Peel each day
was the feature story, with interactivity –
with iPad functionality.
We averaged around 5,000 “Uniques” per
week and had over 125,000 total
downloads of the app.
31. Lessons learned… the not-so-good stuff
We started out thinking the best thing we
could do was to tie our publishing efforts
into our existing content management
system and workflow. What a mistake.
We should have developed more video
and original content sooner.
The name change to “The Peel” (from its
original name “OC Register Tablet app”)
occurred a bit late in the game.
@hoosier40
32. Lessons learned… the not-so-good stuff
We should have created a Sunday edition
of The Peel.
Finally, sales and advertisers weren‟t ready
for this new medium‟s type of
analytics. Selling “share-of-voice” was
foreign to our sales reps and advertisers,
who wanted to talk cpm based buys.
@hoosier40
33. With new ownership came new expectations
The investment period for The Peel was cut
off a year too short before we could witness
true success.
I believe the future is bright for products
designed to engage and deliver what a
user expects from the device they are
using.
Publish around audience expectations,
don‟t try to repurpose traditional
newspaper content to fit the screen of the
device.
@hoosier40
34. How to manage disruptive change at legacy?
Do your homework
Get CEO backing
Field the right team – don‟t repurpose
Recruit a sales champion
Admit failures & build on them
@hoosier40
35. How does The Peel compare to The Daily
The Daily was staffed as a success from
day one – 200 people
Tried to be iPad version of newspaper –
transition vs acquisition
Moved to subscription base before
enough scale of iPad audience
Never adopted TV style approach
w/marketing or shows
Newscorp restructuring – lost CEO
support
36. The original OC Register Tablet team
@hoosier40
Doug Bennett, Benwood Farm: Mobile in Action!
37. Thanks! douglassbennett@gmail.com
@hoosier40
Doug Bennett, Benwood Farm: Mobile in Action!
Editor's Notes
Tablets are growing just as fast as smartphones, if not faster. A medium that didn’t exist two years ago, is now used by more than 54M people, growing to nearly 90M in the US alone within the next two years.
The iPad, which has completely dominated the tablet market since it basically created it in 2010, will continue to doso throughout the forecast period, though its share will be slowly chipped awayby competitors. The number of US iPad users will more than double betweenthis year and 2014, from 28 million to 60.8 million. By 2014 iPad users will stillaccount for 68% of the overall US tablet audience. If Apple executes the strategy that we think it will for the iPad 3 (iPad 2s at a $299 price point), that domination will not slow for some time to come.
However, you can’t put the same content on a new device and expect a different demographic to use it. A younger audience expects a different experience on mobile than an older audience. To acquire this audience, you have to create a personalized experience with content specifically designed for the device. This is an audience that doesn’t’ already read your product, so you have to reach out. We’ll discuss how in a few minutes.
How do we acquire a younger audience? Content! With daily features and other content intended for that audience.
How do we acquire a younger audience? Content! With daily features and other content intended for that audience.
Tablets are arguably worse than smartphone apps. Tablets seems to be all about audience retention. Apps are largely replicas, don’t take advantage of technology. Long Beach and Augusta are actual replicas
….. and uses and functionality of the device in providing interactive content!
Also… Multi media using device’s functions: 360 degree turning, “rub and reveal”, audio, photo slide shows & video
Beyond content, you have to create a voice for your product (from the profile of the demographic – humanized), and have targeted advertising and social media efforts designed to attract that audience.
What did we do to correct issues i.e. change name and marketing focus.
From the ground up, on this project, we had AUDIENCE ACQUISITION as the main goal. Aimed at our desired audience with content intended to attract them.
Drive consumer to the Apple store download…Advertising on Pandora has been particularly effective.The same principle used for reaching this demo with Social Media. applies to reaching them with advertising. Drive awareness via targeted ad to their platforms…. FISH WHERE THE FISH ARE.
Drive consumer to the Apple store download…Advertising on Pandora has been particularly effective.The same principle used for reaching this demo with Social Media. applies to reaching them with advertising. Drive awareness via targeted ad to their platforms…. FISH WHERE THE FISH ARE.
Drive consumer to the Apple store download…Advertising on Pandora has been particularly effective.The same principle used for reaching this demo with Social Media. applies to reaching them with advertising. Drive awareness via targeted ad to their platforms…. FISH WHERE THE FISH ARE.
Shameless plug – The Peel is a bright spot in this morass
Let’s assume you have created the content for the demographic you want to reach and you’ve done the work to grow your audience. How do you create a revenue stream?
While much time spent on mobile is on communication activities that marketers would be wise not to interrupt (such as phone calls), it is also an underused touchpoint.On the flip side, newspapers and magazines continue to command ad dollars far ahead of their importance in consumers’ day. Part of this is due to the cost of advertising—glossy magazine ads and full-page newspaper spreads command higher rates than much digital advertising. But it also indicates that the revenue troubles for print will likely continue as advertisers follow eyeballs and continue to pull spending from these media.
On the tablet side, start with the fact that users are more engaged than web users, with 77% using the device daily, spending more than 90 minutes per day with their tablet. They are also voracious consumers of news
Tablet users are more engaged with content and with ads. The click through rate is 10X more than web, with 3x higher visits and 11x more page views per unique. As a result, we believe that tablet ads should be sold in a similar way as TV, via share of voice instead of the traditional web CPM method
Custom landing page with each mobile adIncludes video, rich media, social media and incentivesMetrics - Landing Page views, web clicks, email clicks, click to call, user analysisLeveraging Creative Resources: OCR was able to create compelling mobile content that incorporated key Kohl’s initiatives – social, email collection, text opt-in, featured clothing collections Winning the Business: OCR won out over LA times and others by offering mobile landing pages and integrated advertising that matched their agency qualityActing as an Agency: OCR iPad landing page designs were used in additional markets for iPad landing page creative
Ads on the iPad can also be much more attractive than print ads, as this example shows
Mobile and tablet are only going to get bigger. To make sure that that 23:1 ratio of time spent versus dollars spent doesn’t get worse, it’s imperative to have standalone sales teams selling mobile and tablets. As an industry we have struggled to sell the web, we don’t want to make a mistake when it comes to mobile and tablets. Some would have you think that selling subscriptions is the way to go, and that might be true, as users seem more likely to pay for content on a tablet than the web. However, we think you have to have a consolidated approach when it comes to charging for content. After all, why would someone pay for your iPad app if all your web content was available for free?
We fought this battle constantly, both internally and externally. It may be that your legacy brand is important for initial credibility, but not so much that your readers think it’s the exact same content that’s in your traditional print product.The large scope of news gathering and related content available for your product is critical to success, and therefore your relationships with legacy journalists are crucial. We had a great rapport with the local content center; they loved that we were focused on expanding the audience. They appreciated our role, which was to aggregate relevant content, and to design new elements that brought the content to life on the iPad. Our everyday decisions revolved around our target audience, not what was on the front page of the legacy newspaper or on the homepage of the legacy website.
Our most viewed stories were usually video-focused stories or features. We created original series based on prep sports, behind-the-scenes insight into local entertainment, coverage of products & people from our local community and fashion trends. We had 5 original content series, or “shows” as we called them, in The Peel, We aired the shows on consistent days each week, and we adopted a TV-like marketing effort. Most of these TV/video products also became hits on The OC Register website. However, we always kept original show programming exclusive to the iPad for 48 hours.We also showed the importance of hiring employees to work on these projects that came from entertainment, TV, production and design.The feature stories were brought life with written content, short videos, high-res images and interactive features created in HTML5. In fact, our usage patterns would go off the charts when we had a rub & reveal HTML5 function in a feature story.“Time Spent” with the product averaged 13 minutes each time a person opened the app.
Most legacy publishing systems start with a page-layout system that does not understand HTML5 or high-res images; we spent countless hours each day trying to make our desired functionality work within a system that didn’t want to accept it. We had wanted to focus all efforts around the needs and expectations of the end user, and not what the system would or would not do. Sounds naive, but we missed many opportunities to grow upon content functionality due to being held back by the publishing system.We were so busy just trying to make our deadlines each day in the early stages, that we didn’t have time to collect data that would dictate what changes were needed.The name change to “The Peel” occurred when we had realized that most of the users of the iPad app were actually the same people who received the daily traditional print and website versions of the newspaper. These readers were actually upset that they couldn’t find the stories from the web in the iPad app. They were expecting an iPad rendition of the website and print products. We quickly made a strategic shift away from the flagship brand, and what a difference it made. However, again a little late. It’s not always easy being on the edge of new technology.
We were so focused on the Monday through Saturday readers, that we didn’t realize the Sunday users want a similar experience. We were thinking Sunday was a time when people would slow down and take a look at the printed newspaper. In fact, what really occurred was that our younger readers were used to experiencing the Monday through Saturday editions, and were actually disrupted by not getting the same experience on Sundays. And, they were not users of our other products; therefore there was a gap in their daily flow of news.I’m not sure much progress could have been made in this realm, as we simply didn’t have enough scale to gain major sales. We sold advertising to casinos, sporting goods and some retail, but nowhere else. The ads that we created for these particular advertisers looked great on the iPad. It was impressive. In the end, we ended up with the budgeted sales we had hoped for, but those numbers didn’t create profits.
I truly believe that we could have been profitable based on our original 2-year timeline. The knowledge gained from this experience has allowed me to become an industry expert in Mobile and Tablet publishing, but boy did it come with some bumps and bruises.
What are the 5 rules on how to manage disruptive change at a legacy publishing company.
What are the 5 rules on how to manage disruptive change at a legacy publishing company.