14.07.2011 Track 3 Fokus Publisher Best Practices Rebecca McPheters, McPheters & Company

iMonitor™Trends & Best PracticesJuly, 2011 Lernen Sie von den Besten! Rebecca McPheters | McPheters & Company

Background• iMonitor™ was launched in June 2010 to allow publishers andagencies to share the cost of thoroughly monitoring developmentsin tablet apps.• iMonitor uses more than 100 variables to track iPad apps for:— All magazines released globally — National newspapers in English-speaking and Western European countries — Other news apps which compete with newspapers and magazines — Companion apps• We also track which other platforms these publishers are using, aswell as pricing across all platforms Lernen Sie von den Besten! Rebecca McPheters | McPheters & Company

•  Each app is subjected to rigorous evaluation and rated on a 5-point scale for: —  Design —  Functionality —  Media —  Advertising, if applicable (15% have no ads)•  We roll the first 3 into the iMonitor™ App Rating•  As of today, we have evaluated more than 2200 apps – most more than once. B • iMo age in t Lernen Sie von den Besten! Rebecca McPheters | McPheters & Company • iMo — A —

Growth in Publication-Related iPad Apps Continues to Accelerate iMonitor™ Reported Apps2500200015001000 500 0 B Customer Trade Consumer • iMo age in t Lernen Sie von den Besten! Rebecca McPheters | McPheters & Company • iMo — A —

It Is Still Very Early… •  Tablet adoption •  App development •  Publishers entry into marketplace •  Subscription availability •  App marketing Lernen Sie von den Besten! Rebecca McPheters | McPheters & Company

The U.S. Market By 2015, the number of tablet users in the U.S. will be almost 7 times current levels. ()*+,-$.)+,/$ ()*+,-$./,0/$)"% ,)#)% +"#!%*"% +)#)% *#&% *#*%,"% *)#)%+"% )#)% ()#*%("% % ()#)% &#$% $)#*%"% $(#!% $)#)% &%$"% &#!% &)#)%&"% ")#)% !"#$% !"#$%!"% !)#)% "% )#)% !"#"$ !"##$ !"#!$ !"#%$ !"#&$ !"#$ !"#"$ !"##$ !"#!$ !"#%$ !"#&$ !"#$Source: Forrester; McPheters & Company estimate of users in 2010 & 2011. Lernen Sie von den Besten! Rebecca McPheters | McPheters & Company

The Importance Of Being Apple•  Apple is expected to retain a 60-70% share of tablet sales through 2012•  To date, competitors to the iPad have failed to get substantial traction•  According to Laptop Magazine, a recent survey of tech-savvy consumers indicated: — 20% already have an iPad — 20% more expect to purchase an iPad — 7% expect to purchase another tablet — 53% don’t (yet) want a tablet Lernen Sie von den Besten! Rebecca McPheters | McPheters & Company

Apple dominates the app marketplace, providing yet another reasonfor consumers to prefer the iPad. While Android is growing rapidly, thesame is not true of Android apps developed specifically for tablets. # of Apps Available350,000 333,214300,000250,000 206,143200,000150,000 100,000100,000 50,000 29,920 26,771 11,731 170 0 Apple: iPhone Apple: iPad Android Android Honeycomb Ovi Blackberry Windows 7 Source: Distimo; The Apple Blog Lernen Sie von den Besten! Rebecca McPheters | McPheters & Company

•  Not surprisingly, the evolution in the experience these apps provide consumers since the iPad’s introduction has been enormous.•  Nonetheless, we still find that 40% have significant glitches that negatively affect the user experience. —  Download issues —  Crashes —  Failed links —  Faulty video —  Difficult page turns Lernen Sie von den Besten! Rebecca McPheters | McPheters & Company

Europe Accounts For 45% Of All Apps Tracked. Source: iMonitor 5/31 Lernen Sie von den Besten! Rebecca McPheters | McPheters & Company

In Europe The Largest Number Of Apps Come FromThe UK, Italy, Germany And The Netherlands.Source: iMonitor 5/31 Lernen Sie von den Besten! Rebecca McPheters | McPheters & Company

Many Major Publishers AreStill On The Sidelines•  Most major publishing houses have produced apps for only a few of their publications.•  In the US, half of major publications have produced no apps at all, and only 40% have produced apps for the iPad. Lernen Sie von den Besten! Rebecca McPheters | McPheters & Company

Publications Outside of the U.S. Are More Likely to Monetize Content Revenue Model90% 76% 79%80%70% 67%60% 50% 51% 50%50% 43% 39%40% 35% 33%30%20% 15% 14% 10%10% 7% 5% 5% 6% 7% 5% 3% 0% 0% 0% 0%0% Consumer + Ad Consumer Only Ad Only Neither U.S. Magazines International Magazines U.S. Newspapers International Newspapers Other U.S. News Apps Other International News Apps Source: iMonitor 5/31 Lernen Sie von den Besten! Rebecca McPheters | McPheters & Company

Most Apps Derive Their Consumer Revenue From Sales OfIndividual Issues. Newspapers Are More Likely To DeriveConsumer Revenues From Apps And Subscriptions. Consumer Revenue100%90% 82%80% 68% 68%70%60% 55% 47% 47%50% 44% 43% 43%40% 36% 31% 27% 29% 26%30% 18% 20%20% 14% 11% 9% 7% 7%6% 6%7% 7%10% 0% 0%0% 0% 0% 0%0% 0%0% 0%0% 0% Any App + Internal App Only Internal Only Issue Sub U.S. Magazines International Magazines U.S. Newspapers International Newspapers Other U.S. News Apps Other International News Apps Source: iMonitor 5/31 Lernen Sie von den Besten! Rebecca McPheters | McPheters & Company

Typically, Magazine Apps Are Free–While Publishers Charge For Issues. Distribution of Prices, All Magazines100%90% 77%80%70%60%50%40% 30%30% 26%20% 7% 8% 9%10% 5% 7% 4% 7% 6% 3% 1% 1% 3% 1% 4% 0% 0% Free $0.99 $1.99 $2.99 $3.99 $4.99 $5.99 >$5.99 NA App Issue Source: iMonitor 5/31 Lernen Sie von den Besten! Rebecca McPheters | McPheters & Company

What We Refer To As A Print Advertising Model Is Dominant For MostPublication Types Ad Model90% 86% 86% 78% 77%80%70% 67% 62%60% 50%50% 44% 38%40% 33% 29% 29% 26%30% 21% 21%20% 15% 14% 14% 10% 7% 9% 9% 8%10% 5% 4% 4% 0% 0% 0% 0%0% None Print Premium Sponsored Any Other U.S. Magazines International Magazines U.S. Newspapers International Newspapers Other U.S. News Apps Other International News Apps Source: iMonitor 5/31 Lernen Sie von den Besten! Rebecca McPheters | McPheters & Company

Links Are The Most Common Form Of Ad Enhancements. Ad Enhancements 100% 100%100%90% 83%80% 75% 69%70%60% 54% 48% 46%50% 42% 41% 38% 38%40% 29%30% 25% 25% 25% 25% 18% 21% 18% 16%17%20% 16% 15% 15% 11%11% 12% 8% 8% 6% 6%10% 6% 4% 2% 0% 0% 0% 0% 0% 0% 0% 0% None Web Links Video Transactional Social Media Interactivity Any Other Capabilities U.S. Magazines International Magazines U.S. Newspapers International Newspapers Other U.S. News Apps Other International News Apps Source: iMonitor 5/31 Lernen Sie von den Besten! Rebecca McPheters | McPheters & Company

WHAT MAKESA GREAT APP? Lernen Sie von den Besten! Rebecca McPheters | McPheters & Company

A Great App Provides ASignificantly Enhanced ExperienceWELL DESIGNED•  Has features which make it easy to navigate app, issue, sections (newspapers), and articles•  Optimized for orientation•  Extra points awarded for — Subscriptions — Unique features such as: •  Shopping Lists •  The Daily’s article shuffle Lernen Sie von den Besten! Rebecca McPheters | McPheters & Company

A Great App Provides A SignificantlyEnhanced Experience HIGHLY FUNCTIONAL • Driven by adherence to evolving set of best practices related to time and resource conservation — Reasonable download time — In-app purchase — Navigation guide — Internal browser — Resumable download and reading — Ability to delete issues • Points added for unique features such as — Macumag: Adjust screen brightness within app — Sunday Times of London: Download and delete by section — Quattroruote: Navigation guide overlaid on page • Points deducted for replicable malfunctions Lernen Sie von den Besten! Rebecca McPheters | McPheters & Company

A Great App Provides A SignificantlyEnhanced ExperienceLOTS OF RICH MEDIA CONTENT• Points added for various types of features (links, audio, video,animation, social media, live newsfeeds, localization, interactivity,transactional capabilities)• Points added for unique media features— EPICURIOUS RECIPES & SHOPPING LIST: Create shopping list formultiple recipes— EVERYDAY FOOD: Send recipes via text message— GEO MAG N°4: speak a countrys name to bringup photo gallery— NY POST: Design your own cover for the day’s newspaper Lernen Sie von den Besten! Rebecca McPheters | McPheters & Company

When We Apply Our Criteria To AppsIn This Market, The Standouts Are: Best Consumer AppsApp Country Publisher Developer iMonitor App RatingCHIP Germany Hubert Media Adobe 14.0DIE WELT Germany Axel Springer AG Unidentified 14.0ZEIT ONLINE Germany Holtzbrinck Adesso 14.0plus Publishing GroupNews Magazin Austria Gruner + Jahr 13.5Weekend Austria Mediengruppe Adobe 13.5Magazin Lengauer + PartnerFrankfurter Germany Mediengruppe M. WoodWing 13.5Rundschau DuMont Schauberg GmbH & Co. KG Lernen Sie von den Besten! Rebecca McPheters | McPheters & Company

Key Drivers Of Consumer Traction • Quality matters • Less to do with circulation and more with audience characteristics • Availability of subscriptions • Issue/update frequency Lernen Sie von den Besten! Rebecca McPheters | McPheters & Company

Development Partners Large Multi-Publisher DevelopersTop Range # of Avg. App Avg. Design Avg. Avg. Media Apps Rating Rating Function Rating RatingWoodwing 142 11.1 3.9 4.3 3.0Adobe 177 10.6 3.6 4.2 2.8Texterity Inc. 82 8.8 3.4 3.6 1.8BlueToad, Inc. 71 8.6 3.0 4.6 1.1Pixelmags 135 8.0 2.9 4.0 1.0Pocketmags 216 7.8 3.0 3.8 .9 Lernen Sie von den Besten! Rebecca McPheters | McPheters & Company

However, Having A Good DevelopmentPartner Doesn’t Ensure Great Results. Minimum & Maximum Ratings By Developer15.0 14.5 14.512.0 11.0 11.0 9.5 9.5 9.0 7.5 7.0 6.0 6.0 6.0 5.0 5.0 3.0 0.0 Woodwing Adobe Texterity Inc. BlueToad, Inc. Pixelmags Pocketmags Min App Rating Max App Rating Lernen Sie von den Besten! Rebecca McPheters | McPheters & Company

It Is Still Very Early… •  Tablet adoption •  App development •  Publishers entry into marketplace •  Subscription availability •  App marketing Lernen Sie von den Besten! Rebecca McPheters | McPheters & Company

THE ENDLernen Sie von den Besten!Rebecca McPheters | McPheters & Company

14.07.2011 Track 3 Fokus Publisher Best Practices Rebecca McPheters, McPheters & Company

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14.07.2011 Track 3 Fokus Publisher Best Practices Rebecca McPheters, McPheters & Company — Presentation Transcript