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TASTE ... beyond print<br />(And a little sneaky)<br />
Chameleon qualities<br />Old skills + new mediums = happy readers<br />
“<br />...as we move beyond making magazines or newspapers, we will find different audiences on different channels. But wh...
Health warning<br />   <br />
So, what about TASTE?<br />Ideal <br />content<br />Intimate dialogue<br />Audience = online profile<br />
From neutral to 1st gear<br /><ul><li>1 ½ years from ‘0-100’
 Everything is connected
 “Go live” is only the start of the adventure</li></li></ul><li>A  big vision<br />To be a powerful food engine <br />... ...
Defining the objectives<br /><ul><li>Reinforce brand value
Strengthen relationships
Increase reach and frequency
Attract new readers / service current readers more
Gain additional insights
Increase in-store revenue</li></li></ul><li> . . . which led to big debates<br />Pay wall, or not?<br />
Chefs<br /> The engine<br />Glossary<br />Recipes<br />ingredients<br />Seasonality<br />How to<br />
Enough talk ... what does it look like?<br />
 Some juicy bits:<br />
 Some juicy bits:<br />
 Some juicy bits:<br />
 Searching for recipes<br />
 Searching for recipes<br />
 Searching for recipes<br />
 Searching for recipes<br />
 Make the site work for YOU<br />
 Make the site work for YOU<br />
 Make the site work for YOU<br />
 The metrics : UU’s<br />
 The metrics : PI’s<br />
 Blogs<br />
 The metrics : engagements<br /><ul><li>Users spend on average 6 minutes on the site – high
 Over 70% of visits are organic, or referred (WW)
“Breakfast ideas” (for some strange reason) popular in Aug
High poll interaction and user feedback</li></li></ul><li> Channels that feed each other<br />Dip-stick tests on the web i...
 The only real test…<br />… what are the users saying?<br />
I  am thrilled that Woolies are finally onboard ...with a recipe site. Unfortunately I can no longer afford to subscribe t...
LOVE the new website!  Am creating my online recipe book as I type this!  What a treat<br />
I would just like to congratulate you on a fabulous website.  I spend a lot of time “surfing” and find your site the best ...
What an incredible creation. I cannot express to you how fabulous I think your site is. At first glance, I had thought it ...
The sneaky – “Appropriate-ness”<br />... With more on the way!<br />
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Helene lindsay new media publishing presentation

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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 of "Helene lindsay new media publishing presentation "

    1. 1. TASTE ... beyond print<br />(And a little sneaky)<br />
    2. 2. Chameleon qualities<br />Old skills + new mediums = happy readers<br />
    3. 3. “<br />...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!<br />”<br />
    4. 4. Health warning<br /> <br />
    5. 5. So, what about TASTE?<br />Ideal <br />content<br />Intimate dialogue<br />Audience = online profile<br />
    6. 6. From neutral to 1st gear<br /><ul><li>1 ½ years from ‘0-100’
    7. 7. Everything is connected
    8. 8. “Go live” is only the start of the adventure</li></li></ul><li>A big vision<br />To be a powerful food engine <br />... in true Woolworths style<br />
    9. 9. Defining the objectives<br /><ul><li>Reinforce brand value
    10. 10. Strengthen relationships
    11. 11. Increase reach and frequency
    12. 12. Attract new readers / service current readers more
    13. 13. Gain additional insights
    14. 14. Increase in-store revenue</li></li></ul><li> . . . which led to big debates<br />Pay wall, or not?<br />
    15. 15. Chefs<br /> The engine<br />Glossary<br />Recipes<br />ingredients<br />Seasonality<br />How to<br />
    16. 16. Enough talk ... what does it look like?<br />
    17. 17.
    18. 18. Some juicy bits:<br />
    19. 19. Some juicy bits:<br />
    20. 20. Some juicy bits:<br />
    21. 21. Searching for recipes<br />
    22. 22. Searching for recipes<br />
    23. 23. Searching for recipes<br />
    24. 24. Searching for recipes<br />
    25. 25. Make the site work for YOU<br />
    26. 26. Make the site work for YOU<br />
    27. 27. Make the site work for YOU<br />
    28. 28. The metrics : UU’s<br />
    29. 29. The metrics : PI’s<br />
    30. 30. Blogs<br />
    31. 31. The metrics : engagements<br /><ul><li>Users spend on average 6 minutes on the site – high
    32. 32. Over 70% of visits are organic, or referred (WW)
    33. 33. “Breakfast ideas” (for some strange reason) popular in Aug
    34. 34. High poll interaction and user feedback</li></li></ul><li> Channels that feed each other<br />Dip-stick tests on the web inform bigger business decisions<br />OR<br />?<br />
    35. 35. The only real test…<br />… what are the users saying?<br />
    36. 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.<br />
    37. 37. LOVE the new website!  Am creating my online recipe book as I type this!  What a treat<br />
    38. 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.  <br />
    39. 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. <br />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!<br />
    40. 40. The sneaky – “Appropriate-ness”<br />... With more on the way!<br />
    41. 41.
    42. 42.
    43. 43.
    44. 44. Lessons learned<br /><ul><li>It’s you … or someone else
    45. 45. One-dimensional brands are over
    46. 46. Don’t miss out on opportunities to interact
    47. 47. Custom publishers understand
    48. 48. Most importantly, it’s what the readers wanted. </li></li></ul><li>A beautiful match<br />The right custom publisher can help marketers and brand managers do their jobs better .<br />They are consumed with how best to relay a message, engage better, inspire more and communicate effectively.<br />
    49. 49. Print versus online<br />Questions, comments and arbitrary chit-chat?<br />
    50. 50. Thank you.<br />
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