John O'Donovan from Financial Times' presentation from Digiday Publishing Summit Europe on February 6, 2015.

1. The Membership promise
What content and tech did next
John O’Donovan @jodbod

2. What’s so good about Membership?

3. A disruption problem…
0
50,000
100,000
150,000
200,000
250,000
300,000
350,000
400,000
450,000
Q3
2010
Q4
2010
Q1
2011
Q2
2011
Q3
2011
Q4
2011
Q1
2012
Q2
2012
Q3
2012
Q4
2012
Q1
2013
Q2
2013
Q3
2013
Print circ

4. A disruption problem…
0
50,000
100,000
150,000
200,000
250,000
300,000
350,000
400,000
450,000
Q3
2010
Q4
2010
Q1
2011
Q2
2011
Q3
2011
Q4
2011
Q1
2012
Q2
2012
Q3
2012
Q4
2012
Q1
2013
Q2
2013
Q3
2013
Q1
2014
Q2
2014
Print circ
Digital subs

5. A disruption problem…
0
50,000
100,000
150,000
200,000
250,000
300,000
350,000
400,000
450,000
Q3
2010
Q4
2010
Q1
2011
Q2
2011
Q3
2011
Q4
2011
Q1
2012
Q2
2012
Q3
2012
Q4
2012
Q1
2013
Q2
2013
Q3
2013
Q1
2014
Q2
2014
Print circ
Digital subs
Now over 700,000 subscribers
Digital Subs are 2/3 of the total
A more stable commercial model
Mobile drives 50% of traffic, 20% of subs

6. But analyse your stats…different stories emerge…

7. We quickly came to realise that actually, the real
power of the subscription relationship …comes
from the data
John Ridding, CEO, Financial Times
Learning to listen…
Mature + successful
data driven CRM
programme
Optimisation embedded
across digital business
Measure cross-
platform effectiveness
Shapes our strategy
Powers on and off-site marketing
Provides insight into customer
content preferences

8. And it’s not about a Paywall…

9. Channel 4 just asked nicely…
10 million unique registered viewers
Half of all 16-24 year olds in the UK
Data-driven targeted ads have
grown Channel 4’s digital revenues

10. Membership is great – but now what?

11. Make your services more valuable

12. Extensive A/B Testing…

13. Support goals with data…

14. Subscription optimisation
Registration optimisation
Results…

15. Recommendations
Contextual
Similarity
Contextual
Similarity
Behaviour
Context

16. Make your advertising more valuable

17. Firstly…

18. It’s about time…

19. It’s about time…

20. It’s about time…

21. It’s about time…

22. It’s about time…

23. Which leads to cost per hour…
High value advertising
Membership keeps people in, bots out
Focus and target

24. Make your platforms more valuable

25. Platforms…
Universal Publishing DataMembership
APIs
ProductsUniversal Publishing is our strategy…
…to be everywhere we want to be

26. The Platform Curve
Features
Platform Investment
If you don’t spend enough resource on
platforms then you are not going to survive
And you need to spend more than you are…

27. And platforms keep changing…

28. And platforms keep changing…

29. All of which makes your content more valuable

30. Engagement…
Your audience is more engaged
And you can monetize better
With better platforms to expand

31. Which will make you happy…

32. John O’Donovan
@jodbod
www.ft.com