The newspaper is dead. Long live the newstablet.

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Tablet strategy from Freedom Communications, presented by Doug Bennett, President of Freedom Interactive at NAA MediaExchange 2011.

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The newspaper is dead. Long live the newstablet.

  1. 1. THE NEWSPAPER IS DEAD LONG LIVE THE NEWSTABLET DOUG BENNETT FREEDOM INTERACTIVE [email_address] #NEWSAPP
  2. 2. OK, SO THE NEWSPAPER IS NOT DEAD…
  3. 3. AND TABLETS ARE STILL IN DIAPERS…
  4. 4. BUT WE DO SEE PROMISE First 3 quarters cumulative unit shipments, iPod vs. iPhone vs. iPad Global unit shipments (000) Source: Apple
  5. 5. USAGE PATTERNS COMPUTER Source: Read It Later, 2011
  6. 6. USAGE PATTERNS COMPUTER vs IPHONE Source: Read It Later, 2011
  7. 7. USAGE PATTERNS COMPUTER vs IPHONE vs IPAD Source: Read It Later, 2011
  8. 8. IT’S ABOUT AUDIENCE CREATION
  9. 9. METRO NEWSPAPER REACH Source: Mori 2010 47% 60% 34% newspaper newspaper newspaper website website website website website website app app potential potential potential
  10. 10. TARGET MARKET <ul><li>OC Register 2.0 </li></ul><ul><li>Primary target: 35-45 </li></ul><ul><li>Secondary target: 45-54 </li></ul><ul><li>60% male, 40% female </li></ul><ul><li>Informative and entertaining </li></ul><ul><li>Profile </li></ul><ul><li>Married, perhaps with young kids </li></ul><ul><li>Receives news from multiple sources (online, mobile, TV, tablet) </li></ul><ul><li>Uses iPad early morning and primarily in evenings </li></ul><ul><li>Willing to pay for apps if they bring value </li></ul><ul><li>Interests different than traditional newspaper reader </li></ul>47%
  11. 11. LET ME TELL YOU A STORY By Seth Godin
  12. 12. A FAMILY OF CITY SLICKERS TRAVELED TO THE COUNTRY
  13. 13. THEY SAW A COW WOW!
  14. 14. THEY SAW MORE COWS
  15. 15. THEY SAW A LOT OF COWS YAWN!
  16. 16. THEN SUDDENLY
  17. 17. THEY SAW A PURPLE COW
  18. 18. WHERE’S OUR PURPLE COW? Meets expectations Exceeds expectations Does not meet expectations Number of experiences 10% 10% 80%
  19. 19. IPAD USERS HAVE HIGH EXPECTATIONS Meets expectations Exceeds expectations Does not meet expectations 10% 10% Quality content Video and photos Weather and traffic Ability to share Fast load time News updated regularly Easy to use Simple navigation Clean and organized design Online and offline viewing “ like USA Today” Boring content Slow download Lack of news updates App crashes Confusing navigation Videos are hard to play Hyper-local content More interactivity Notifications Valuable ads Magazine like content Personalized Entertaining
  20. 20. PRODUCT STRATEGY
  21. 21. Video will be uploaded to Youtube under username: enevoldseniam
  22. 22. PRODUCT STRATEGY “LEAN BACK” EXPERIENCE <ul><li>Product </li></ul><ul><li>90% Now Edition </li></ul><ul><li>10% Featured Story </li></ul><ul><li>Now Edition </li></ul><ul><li>6 topics </li></ul><ul><li>10 curated stories per topic updated daily at 6PM </li></ul><ul><li>Includes latest news RSS feed as well </li></ul><ul><li>breaking news alert tool </li></ul><ul><li>Some interactivity </li></ul><ul><li>Templated and automated </li></ul><ul><li>Featured story </li></ul><ul><li>1 package per day </li></ul><ul><li>High interactivity </li></ul><ul><li>Updated at 5pm </li></ul>
  23. 23. CONTENT STRATEGY
  24. 24. CONTENT WORKFLOW Target Users HIGHLY INTERACTIVE SPECIAL FEATURE CONTENT SOUGHT SPECIFICALLY FOR IPAD (WIRES, ETC.) CONTENT ALREADY BEING CREATED FOR WEB OR PRINT
  25. 25. REVENUE STRATEGIES
  26. 26. ADVERTISING <ul><li>Pricing </li></ul><ul><li>Phase 1: Launch sponsorships </li></ul><ul><li>Phase 2: CPM model: $35-$50 </li></ul>
  27. 27. SUBSCRIPTIONS <ul><li>Existing subscribers </li></ul><ul><li>Free access to all content </li></ul><ul><li>iPad only subscribers </li></ul><ul><li>iTunes subscription model </li></ul><ul><li>$0.99 per week or $39.99 per year </li></ul><ul><li>Free access for all </li></ul><ul><li>“ Limited time only” </li></ul><ul><li>Launching in “beta” mode </li></ul>Launch TBD PHASE 1 PHASE 2
  28. 28. FIND THE PURPLE COW @HOOSIER40 [email_address]

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