Reverse the process - Digital publishing in Asia
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Reverse the process - Digital publishing in Asia

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Is Print a zero-sum game? Can print co-exist profitably with new media? Traditionally, print magazines precede their dedicated websites. At Ringier Vietnam, we reverse the publishing process with new ...

Is Print a zero-sum game? Can print co-exist profitably with new media? Traditionally, print magazines precede their dedicated websites. At Ringier Vietnam, we reverse the publishing process with new titles and publish websites first. The result is a loyal subscriber base, affordable content-generation strategies and a robust database of content to creatively use when we take a digital title to print. The magazine becomes a "byproduct of the brand," a source of revenue and goes on to further market the digital operation. Digital and print are a cycle of mutual support, not a zero-sum game.

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Reverse the process - Digital publishing in Asia Presentation Transcript

  • 1. Re vers al of For tune Print and We b aren’t exclusive. Bu ild them that way.Reversal of Fortune - APC Collin Crowell – collin@ringier.vn
  • 2. Who am I?Reversal of Fortune - APC Collin Crowell – collin@ringier.vn
  • 3. Ringier who? A long story…o  175-year old family-owned Swiss media companyo  Market leader in East and Central Europe with Axel Springero  Launched in Vietnam 20 years ago. Only foreign publisher.o  Reinvested in Vietnam in 2009. Expanding carefully into S.E. Asia.Reversal of Fortune - APC Collin Crowell – collin@ringier.vn
  • 4. What is ringier focused on?1.  Launching more international titles •  Women2.  Building digital businesses based •  Age: 25-34 on databases and •  ABC Class transactionsReversal of Fortune - APC Collin Crowell – collin@ringier.vn
  • 5. But enough about me.Reversal of Fortune - APC Collin Crowell – collin@ringier.vn
  • 6. The web and print. It’s not a zero-sum world in publishing.Reversal of Fortune - APC Collin Crowell – collin@ringier.vn
  • 7. !But… Cannibals! The web eats my print business.Reversal of Fortune - APC Collin Crowell – collin@ringier.vn
  • 8. I don’t believe this. I nd that the web engages my readers, drives down my editorial costs and improves my overall performance.Reversal of Fortune - APC Collin Crowell – collin@ringier.vn
  • 9. No money! There’s no money online or I can’t make money.Reversal of Fortune - APC Collin Crowell – collin@ringier.vn
  • 10. My experiences tell me this is wrong. Change your perspective I nd, that at worst, the web can save you money.Reversal of Fortune - APC Collin Crowell – collin@ringier.vn
  • 11. The City Weekend Projecto  City Weekend is an English entertainment magazine in China.o  We were poor. We were behind. We had to think differently.o  Fortunately, we had a great CEO who championed the Web (even though he didn’t know what that meant.)Reversal of Fortune - APC Collin Crowell – collin@ringier.vn
  • 12. Before we were just like everyone else…o  A small group of editors would plan, source and edit content into a magazine.o  After the magazine came out, some poor “web editor” would be responsible to upload all the content online.o  The only interactivity was that users could submit classi eds.o  Our staff turnover was high. Work was hard!Reversal of Fortune - APC Collin Crowell – collin@ringier.vn
  • 13. The trick was to reverse it Instead of making a magazine, we made a website that made a magazine.Reversal of Fortune - APC Collin Crowell – collin@ringier.vn
  • 14. The website became the smartest guy in the roomo  Editors and users shared events, articles, listings, photos, classi eds and comments with the site.o  Each “object” shared by users was ranked on the site. The best of the web was analyzed by the editors and exported into print.o  Editors and Sales and Marketing were alerted to new content via the CMS’s content approval system.o  The CMS exported the best content directly into InDesign. It also published the content into our email updates and mobile service.Reversal of Fortune - APC Collin Crowell – collin@ringier.vn
  • 15. UGC content flow in the City Weekend CMS1 2 3 4USERS * CMS EDITORS CMS•  Visit site • Categorized, • Approved • Exports data ranked, Sorted and into:•  Create edited data managed and • Magazine content shared data • Email update •  Listings • Alerted users • Mobile •  Classi eds • 24/7 phone •  Articles • RSS feeds •  Events •  PhotosReversal of Fortune - APC Collin Crowell – collin@ringier.vn
  • 16. City Weekend magazine advertised web interaction for users Contact editor. Read blog.Contact theauthor.Read more. Pick your Add your Reversal of Fortune - APC favoritesCrowell – collin@ringier.vn Collin events
  • 17. It was one big circle Users/ Products Readers • Magazine, email update, • Share content mobile phone they like and want Editors The website • Organize, • Organizes, edit, share, ranks, edits, help design shares, alertsReversal of Fortune - APC Collin Crowell – collin@ringier.vn
  • 18. So, did it work?o  800 unique daily visitors in 2006 o  Today, 36,000 (double our competitors) o  3,000 listings in 2006. Today- 19,842o  In 2006, we had zero registered users. Today, we have 102,874.o  CW is now the market leader in Beijing and Shanghai. CW has a staff of 15 editors. Our next competitor has 30.Reversal of Fortune - APC Collin Crowell – collin@ringier.vn
  • 19. Instead of making a magazine, make a website that makes a magazine.Reversal of Fortune - APC Collin Crowell – collin@ringier.vn
  • 20. Yeah, but…Reversal of Fortune - APC Collin Crowell – collin@ringier.vn
  • 21. Meet marry.vn I’m a website!Reversal of Fortune - APC Collin Crowell – collin@ringier.vn
  • 22. No. 1 wedding website in vno  Launched in August 2010o  Based off theknot.como  Focused on business directory, photos and user engagement (UGC)o  150,000 visits/montho  11,000 memberso  2 full time editorso  Published rst magazine in April 2010 (7 months later)Reversal of Fortune - APC Collin Crowell – collin@ringier.vn
  • 23. Marry MilestonesReversal of Fortune - APC Collin Crowell – collin@ringier.vn
  • 24. Revenues looking good Jun-­‐10   Jul-­‐10   Aug  2010   Sep   Oct   Nov   Dec   Jan  2011   Feb   Mar   Apr   May   Jun  2011  Reversal of Fortune - APC Collin Crowell – collin@ringier.vn
  • 25. Marry market share 12%   5%   16%   67%  Reversal of Fortune - APC Collin Crowell – collin@ringier.vn
  • 26. So what did we do?Reversal of Fortune - APC Collin Crowell – collin@ringier.vn
  • 27. website then the magazine Website Email Magazine Everything Popular Best of Marry.vn o Directory o Listings o Listings o Photos o Photo albums o Photo albums o Columnists o User reviews o Articles o Forum o Forum topics o User reviewsReversal of Fortune - APC Collin Crowell – collin@ringier.vn
  • 28. Advertisers everywhere possible Website Email Magazine o Banner Ads o Newsletter Ads o Print Ads o PR Articles o Promotion Email o PR Articles o Category Sponsor o Noti cation Email o Business Listings o Search Sponsor o Photo Collection o Consultant CornerReversal of Fortune - APC Collin Crowell – collin@ringier.vn
  • 29. Marry.vn made a decent Magazine o  Launch: April 2011 o  2x Advertising Sales Target in 2 weeks o  Best Seller on online bookstores in 2 days for 3 weeks o  Newsstand Sales:  Sold out after 3 weeks  Distribution partner request for reprintReversal of Fortune - APC Collin Crowell – collin@ringier.vn
  • 30. make a website that makes a magazine.Reversal of Fortune - APC Collin Crowell – collin@ringier.vn
  • 31. There’s something about Marry…o  Low headcount (2 editors!)o  Great content for low costs (site can even score and select)o  Advertisers see the bene t of Marry moving to webo  Editors want to work on web, because it makes their life easiero  Web performance GROWS when it became the focal pointReversal of Fortune - APC Collin Crowell – collin@ringier.vn
  • 32. We are reversing our traditional print Ringier’s cooking magazine magazines to… make websites that make magazines.Reversal of Fortune - APC Collin Crowell – collin@ringier.vn
  • 33. A recent issue of Bep Gia Dinh Share your recipes The magazine drives traf c to the websiteReversal of Fortune - APC Collin Crowell – collin@ringier.vn
  • 34. Yeah, but…Reversal of Fortune - APC Collin Crowell – collin@ringier.vn
  • 35. g Put our $ where our mouth isComin www.ELLE.vn soon We’ll focus on… o  Promoting and streaming the most popular columnists o  Shopping deals become shopping trends o  Popular stores/shops drive (directory) feature stores and become advertisers o  Street fashion/style photos become user engagement Reversal of Fortune - APC Collin Crowell – collin@ringier.vn
  • 36. 5 Key points on reversal1.  Start with content that’s “easy” to reverse i.e. low- hanging fruit. Don’t have to do it all in one-go.2.  Think of content as objects and give each object a score. Then you can stream the object into the best place i.e. email, mobile, print, etc.3.  The web has everything, print has the best. Don’t duplicate, distinguish.4.  Choose or build a CMS (open source!) that is editor- friendly. Who wants to do two jobs?5.  Invest in great people who get brands and positioning.Reversal of Fortune - APC Collin Crowell – collin@ringier.vn
  • 37. But enough about me…. What do you think of me?Reversal of Fortune - APC Collin Crowell – collin@ringier.vn
  • 38. P.S. We’re hiring.Reversal of Fortune - APC Collin Crowell – collin@ringier.vn