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Helene lindsay new media publishing presentation

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Online content & digital magazines …

Online content & digital magazines

Case study
Taking a brand out of print and into the digital sphere – case study on Taste
• Traditional print vs online custom magazine
• Delivering effective, creative and interactive website content
• Understanding your customer profile – habit and behaviour of digital edition readers
• Attracting new customers to your brand
• Boosting revenue via digital investments by advertisers
• Role of digital managers – for publisher and for client
Helene Lindsay, Head of Digital
New Media Publishing

Published in: Business

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  • But it’s all about ROI, isn’t it. So let’s first look at the stats, and then the user feedback.We launched mid February this year, and although our unique aren’t high by any standards ... The growth is impressive.
  • Once again, doesn’t come close to the sport and news sites … but in terms of a branded recipe site, the growth in 6.5 months makes us proud.
  • We use our users to provide insights into what they want.For example:We discovered that despite our weariness of jamie olivier, the TASTE people want moreWe tested two print covers in august to see which one would work – Guess which one won? Pizza 810 / snoek 316We ran an online-only soup competition, that was supported across in the mag, on the WW site and social media – which generated fantastic involvement, and closes the loop by taking the winning recipe in-store for purchase. (it was not the Indian Viagra soup!)
  • Transcript

    • 1. TASTE ... beyond print
      (And a little sneaky)
    • 2. Chameleon qualities
      Old skills + new mediums = happy readers
    • 3.
      ...as we move beyond making magazines or newspapers, we will find different audiences on different channels. But what they all have in common is that they trust what we have to say. What a privileged position to be in!

    • 4. Health warning
       
    • 5. So, what about TASTE?
      Ideal
      content
      Intimate dialogue
      Audience = online profile
    • 6. From neutral to 1st gear
      • 1 ½ years from ‘0-100’
      • 7. Everything is connected
      • 8. “Go live” is only the start of the adventure
    • A big vision
      To be a powerful food engine
      ... in true Woolworths style
    • 9. Defining the objectives
      • Reinforce brand value
      • 10. Strengthen relationships
      • 11. Increase reach and frequency
      • 12. Attract new readers / service current readers more
      • 13. Gain additional insights
      • 14. Increase in-store revenue
    • . . . which led to big debates
      Pay wall, or not?
    • 15. Chefs
      The engine
      Glossary
      Recipes
      ingredients
      Seasonality
      How to
    • 16. Enough talk ... what does it look like?
    • 17.
    • 18. Some juicy bits:
    • 19. Some juicy bits:
    • 20. Some juicy bits:
    • 21. Searching for recipes
    • 22. Searching for recipes
    • 23. Searching for recipes
    • 24. Searching for recipes
    • 25. Make the site work for YOU
    • 26. Make the site work for YOU
    • 27. Make the site work for YOU
    • 28. The metrics : UU’s
    • 29. The metrics : PI’s
    • 30. Blogs
    • 31. The metrics : engagements
      • Users spend on average 6 minutes on the site – high
      • 32. Over 70% of visits are organic, or referred (WW)
      • 33. “Breakfast ideas” (for some strange reason) popular in Aug
      • 34. High poll interaction and user feedback
    • Channels that feed each other
      Dip-stick tests on the web inform bigger business decisions
      OR
      ?
    • 35. The only real test…
      … what are the users saying?
    • 36. I am thrilled that Woolies are finally onboard ...with a recipe site. Unfortunately I can no longer afford to subscribe to your magazine – it breaks my heart but there you go ...thank you it’s wonderful you are finally willing to share your secrets with us.
    • 37. LOVE the new website!  Am creating my online recipe book as I type this!  What a treat
    • 38. I would just like to congratulate you on a fabulous website.  I spend a lot of time “surfing” and find your site the best by far.  No matter what I am looking for, the information can be easily obtained without any annoying unwanted pop-ups. 
    • 39. What an incredible creation. I cannot express to you how fabulous I think your site is. At first glance, I had thought it may turn out to be just another website that looks great but is revolting in terms of actual functionality.
      But this site seems to keep all of the promises it makes to the eye. I LOVE the online recipe book and its interactivity. The entire site is just a well-oiled machine. What clever people you are! Keep up the good work- please!
    • 40. The sneaky – “Appropriate-ness”
      ... With more on the way!
    • 41.
    • 42.
    • 43.
    • 44. Lessons learned
      • It’s you … or someone else
      • 45. One-dimensional brands are over
      • 46. Don’t miss out on opportunities to interact
      • 47. Custom publishers understand
      • 48. Most importantly, it’s what the readers wanted.
    • A beautiful match
      The right custom publisher can help marketers and brand managers do their jobs better .
      They are consumed with how best to relay a message, engage better, inspire more and communicate effectively.
    • 49. Print versus online
      Questions, comments and arbitrary chit-chat?
    • 50. Thank you.