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Presentation on media evolution by Cameron Ewart Smith, Editor of Getaway magazine at the E-Tourism Summit 2010 in Cape Town

Presentation on media evolution by Cameron Ewart Smith, Editor of Getaway magazine at the E-Tourism Summit 2010 in Cape Town

Published in: Travel, Technology, Business
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  • Is Anyone here a Print Journalist?

    Yesterday I realised just how far getaway has come … tweet me

    I started life as a Maine Biologist, then Got feeling have greater impact so moved to journalism.

    First job photojournalist at Getaway magazine, resigned because wasn’t travelling enough

    N-S SAm

    Back as freelancer – and editor of custom titles Xplore and then Wild

    Two things happened at Wild needed to deepen our conversation with the audience so digital and I saw an episode of the Simpsons which changed my life.
  • Audiences are changing, morphing and they are taking their content from a number of different sources.

    Getaway has adapted over the years tracking these changes to a degree

    but in recent times the rate of changes has been increasing constantly

    My role is a case in point
  • So what is it we set out to achieve 21/almost 22 years ago?

    Our brand statement has pretty much remained unchanged

    Adapted to include multiple platform offerings

    Appropriate content down appropriate channel
  • Across all titles

    BUT what was most interesting to me was the term conversation …


    You have to know something’s up when the old print dogs change their bark
  • And maybe this helps explain the stat we find. No idea how AMPS gets it so wrong
  • SO what kind of DATA did we find? Well there’s loads but seeing we’re into travel I thought I’d share some insights regarding travel.
  • IS Last Minute Dot Com the right solution?
  • And here I think the one figure that is critical is the word of mouth – friends and family

    Facebook and Twitter is word of mouth.


    AND ITS NOT JUST YOUNG HIP PEEPS TOOO!
  • Its also critical to understand how much your audience enjoys getting the info they’re looking for from various platforms.

    Magazines offer inspiration – we should be telling you something you haven’t even thought of yet.

    Digital platforms refine the idea…..
  • That’s a total of 73 % of our sampled audience who are reading magazines the same or more often as before???? HUH What the hell is going on?
  • Remember animate the trend line
  • So print media is not in decline

    But as we started with this morning we know our audiences are not just reading magazines anymore.


    Take our Facebook fan page as an example

    Tell the Social Media Manager story
  • Remember the animations


    We have had massive success on this platform engaging with our readers at all levels.

    In fact it is so popular we needed to build an app for our photo competition
  • This has been a runaway success
  • Over 1600 entries to win a Canon camera worth R2104

    So the prize isn’t even massive ….

    But as with all things in the public eye there are glitches and we are tackling those head on
  • And its not just photo competitions – our audience are engaged…. Even taking part in the planning session.
  • It allows us to discuss letters with our community – how bad is the situation?
  • And there are no borders our friends find us round the world and keep us in touch.

    In many ways the key is that we are acting like a persona


    We Are a Friend
  • So our future;s so bright right?
  • Well Yes… and no.
  • The media industry is undergoing massive changes and this guy is going to change how we consume luxury print media….

    And I am going to finish off today with two little clips that illustrate how the digital world is moving closer to your everyday life.
  • Transcript

    • 1. Five quarters of the orange A travel magazine’s journey to the future Cameron Ewart-Smith
    • 2. www.getaway.co.za
    • 3. People are doing more right now – they’re not just reading magazines. “Getaway is a … a … a thing. It’s not just a magazine anymore.” Brandon de Kock RM Editorial Director www.getaway.co.za
    • 4. Brand Vision and Mission Statement Getaway's mission is to enable people to discover unexpected holiday activities, off-the-beaten-track routes, weekend getaways, adventure sport, outdoor gear and accessories, wildlife and conservation through accessible, quality content and excellent photography, across multi-platforms. Getaway’s purpose is to build audiences through the creation of compelling multi-platform content offerings focused on Southern African travel. www.getaway.co.za ``````
    • 5. “If I do my job right you’ll have better memories.” www.getaway.co.za
    • 6. www.getaway.co.za
    • 7. www.getaway.co.za
    • 8. www.getaway.co.za
    • 9. www.getaway.co.za
    • 10. Getaway Books www.getaway.co.za
    • 11. Getaway Adventures www.getaway.co.za
    • 12. www.getaway.co.za
    • 13. www.getaway.co.za
    • 14. www.getaway.co.za
    • 15. www.getaway.co.za The Future?
    • 16. www.getaway.co.za
    • 17. 3.5 million … conversations …
    • 18. 91 84 42 61 20 21 Printed magazines Websites Social networks eNewsletters Mobisites Blogs Platform usage
    • 19. 80%access internet EVERY DAY 39%vs AMPS
    • 20. Total Ad Spend Past 5 Years Source: Addynamics Sept 2005 – Aug 2010 19,072,173,738 22,431,395,963 24,256,391,273 24,201,706,937 27,079,375,803 0 5,000,000,000 10,000,000,000 15,000,000,000 20,000,000,000 25,000,000,000 30,000,000,000 01 Sept 2005-31 Au 2006 01 Sept 2006-31 Aug 2007 01 Sept 2007-31 Aug 2008 01 Sept 2008-31 Aug 2009 01 Sept 2009-31 Aug 2010 TOTAL AD SPEND IN RAND +42% +12%
    • 21. 2,279,512,386 2,570,423,574 2,718,862,703 2,595,665,795 2,601,354,453 2,000,000,000 2,100,000,000 2,200,000,000 2,300,000,000 2,400,000,000 2,500,000,000 2,600,000,000 2,700,000,000 2,800,000,000 01 Sept 2005-31 Au 2006 01 Sept 2006-31 Aug 2007 01 Sept 2007-31 Aug 2008 01 Sept 2008-31 Aug 2009 01 Sept 2009-31 Aug 2010 TOTAL MAGAZINE SPEND IN RAND Magazine Ad Spend Source: Addynamix Sept 2005 – Aug 2010 +14% +0.2%
    • 22. Internet Ad Spend 151,756,819 234,878,933 366,440,338 418,774,450 543,891,780 0 100,000,000 200,000,000 300,000,000 400,000,000 500,000,000 600,000,000 01 Sept 2005-31 Au 2006 01 Sept 2006-31 Aug 2007 01 Sept 2007-31 Aug 2008 01 Sept 2008-31 Aug 2009 01 Sept 2009-31 Aug 2010 TOTAL INTERNET SPEND IN RAND Source: Addynamix Sept 2005 – Aug 2010 +258% +30%
    • 23. www.getaway.co.za
    • 24. Which statement best describes your approach to planning a holiday. www.getaway.co.za
    • 25. Which of these holiday information sources do you tend to rely on the most www.getaway.co.za
    • 26. social media connects with older people US - Pew Research Centre Now 50 and older - doubled to 42% in one year! 50 to 64 years- 88% growth to 20% 65 years plus- 100% growth to 13% www.getaway.co.za
    • 27. How much do you enjoy reading/getting information from www.getaway.co.za
    • 28. Which activities do you often do online? www.getaway.co.za
    • 29. So print titles are finished … right? WRONG www.getaway.co.za
    • 30. Are you reading printed magazines …. than previously www.getaway.co.za
    • 31. 0 1,000,000 2,000,000 3,000,000 4,000,000 5,000,000 6,000,000 7,000,000 Overal ABC performance vs travel category performance Travel Total www.getaway.co.za
    • 32. Worldwide, magazine readership is NOT in decline! www.getaway.co.za
    • 33. 25 October 2010 Facebook fans – 18,203 fans 25 January 2010 Facebook fans – less than 2,000 Eight months later www.getaway.co.za
    • 34. www.getaway.co.za
    • 35. www.getaway.co.za
    • 36. www.getaway.co.za
    • 37. www.getaway.co.za
    • 38. www.getaway.co.za
    • 39. www.getaway.co.za
    • 40. www.getaway.co.za
    • 41. www.getaway.co.za The Future ?
    • 42. www.getaway.co.za
    • 43. www.getaway.co.za
    • 44. www.getaway.co.za
    • 45. www.getaway.co.za So what is going to be the role of editors in future?
    • 46. www.getaway.co.za cameron@ramsaymedia.co.za @JustCam

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