0
Lessons	
  learned	
  while	
  
transforming	
  legendary	
  	
  
CITY	
  Magazine	
  	
  
to	
  the	
  fastest	
  growing...
Media	
  DigitalizaFon:	
  City	
  Digital	
  
How	
  did	
  we	
  jump	
  to	
  Finnish	
  top10	
  
list	
  in	
  11	
  ...
Ilkka	
  O.	
  Lavas	
  
•  Started	
  1st	
  company	
  17	
  years	
  old	
  
•  2	
  books	
  about	
  entrepreneurship...
PorQolio	
  
Скидки	
  круглый	
  год	
  
Ikäryhmä

It	
  all	
  started	
  
when	
  we	
  got	
  
research*	
  results	
  	
  	
  	
  OK,	
  
	
  	
  
normal	
  
t...
Lesson	
  1#	
  
•  Never	
  underesFmate	
  how	
  digitalizaFon	
  affects	
  to	
  
the	
  media	
  culture.	
  
•  Even...
Earlier	
  in	
  history	
  1900-­‐	
  business	
  process:	
  Press	
  –>	
  Delivery	
  –>	
  Consumer	
  
DigitalizaFon...
What	
  is	
  City	
  Digital	
  ?	
  
What	
  City	
  Digital	
  is?	
  
City	
  Digital	
  is	
  family	
  of	
  medias,	
  	
  
focusing	
  on	
  quality	
  j...
City	
  Digital	
  sites:	
  
We	
  need	
  to	
  new	
  thinking.	
  Blue	
  ocean	
  
strategy:	
  We	
  are	
  family.	
  Media	
  family.	
  

Growi...
Business	
  model	
  transformaFon	
  
• 
• 
• 
• 
• 
• 
• 

1985-­‐2012	
  
Business:	
  print	
  magazine	
  
	
  
Area:...
City	
  Digital	
  visitors	
  
•  Weeks	
  37-­‐40/2013	
  avg	
  	
  
(TNS	
  Metrix)	
  
•  Uniques	
  visitors	
  427	...
Lessons	
  #2	
  

Bloggers	
  are	
  new	
  media	
  stars.	
  	
  

•  Journalists	
  have	
  to	
  learn	
  how	
  peop...
in	
  11	
  months	
  

TransformaFon	
  from	
  	
  
suffering	
  print	
  magazine	
  	
  	
  	
  	
  	
  into	
  	
  	
 ...
Lessons	
  #3	
  

Anyone	
  can	
  be	
  a	
  mediastar	
  
•  Anyone	
  can	
  start	
  new	
  media	
  business	
  in	
...
 
City	
  Digital	
  
	
  
Cross	
  Media
MarkeFng	
  
Mix	
  
Online-­‐Offline-­‐Ra
Live-­‐Print-­‐Venu
	
  
Lesson	
  #4	
  
We	
  don’t	
  need	
  tradiFonal	
  TV	
  
anymore	
  to	
  create	
  phenomenas.	
  	
  
•  Online	
  v...
 
City	
  Digital	
  
	
  
Organizing	
  	
  
Movie	
  nights
and	
  great	
  	
  
ParFes	
  
	
  
We	
  reinvented	
  the	
  process	
  of	
  creaFng	
  	
  
City	
  –print	
  Magazine	
  
Online	
  
journalism	
  

Prin...
Co-­‐operaFon	
  w/	
  SummerUP	
  fesFval	
  
30000	
  guests	
  
New	
  ways	
  for	
  journalism	
  
Journalism	
  becomes	
  more	
  visual	
  
•  We	
  have	
  noFces	
  that	
  ”old-­...
We	
  trust	
  in	
  
power	
  of	
  the	
  people	
  
and	
  wisdom	
  of	
  crowds.	
  
	
  
Think	
  Digi-­‐first.	
  	
...
Media	
  DigitalizaFon	
  	
  
is	
  global	
  opportunity	
  
www.citydigital.fi	
  
www.ilkkaolavas.com	
  
	
  Ilkka.lav...
Future of media is here today. Lessons learned while turning City Magazine into Digital Era
Future of media is here today. Lessons learned while turning City Magazine into Digital Era
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Future of media is here today. Lessons learned while turning City Magazine into Digital Era

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Lessons learned while transforming legendary CITY Magazine to fastest growing media family.
Media Digitalization and City Digital : How did we jump to Finnish top10 list in 11 months.

Transformation from print magazine into Growing and Successful City Digital Media Family.

Never underestimate how digitalization affects to the media culture.

City Digital
Serial Entrepreneur
Ilkka O. Lavas
13.10.2013

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Transcript of "Future of media is here today. Lessons learned while turning City Magazine into Digital Era"

  1. 1. Lessons  learned  while   transforming  legendary     CITY  Magazine     to  the  fastest  growing   media  family  City  Digital   Serial  entrepreneur   Ilkka  O.  Lavas   15.10.2013  
  2. 2. Media  DigitalizaFon:  City  Digital   How  did  we  jump  to  Finnish  top10   list  in  11  months   TransformaFon  from     suffering  print  magazine            into        Growing  and  Successful  City  Digital  Media  Family  
  3. 3. Ilkka  O.  Lavas   •  Started  1st  company  17  years  old   •  2  books  about  entrepreneurship   •  Partner,  board  member,  investor   –  PorQolio  of  15  businesses   –  10+  aquisiFons  done   –  3  exits   •  Young  Entrepreneur  of  the  year  2009  in   ’Southern  Finland’   •  34years,  2  boys,  1  wife,  1343  Y  connecFons,   1236  linkedin  conns,  twi[er  @lavas     •  ”Guy  Kawasaki  of  Finland”  
  4. 4. PorQolio   Скидки  круглый  год  
  5. 5. Ikäryhmä It  all  started   when  we  got   research*  results        OK,       normal   that  we  already       reach  large  age-­‐ WOOT!  {   scale  of  people   Kaikki vastaajat AGE   0 alle 15 vuotta 3 15 - 19 vuotta 7 {   16 20 - 24 vuotta 8 26 25 - 29 vuotta 8 21 30 - 34 vuotta 8 23 35 - 44 vuotta 16 8 45 - 54 vuotta 16 2 55+ vuotta 36 0 *   10 20 30 40 50 % 60 70 80 90
  6. 6. Lesson  1#   •  Never  underesFmate  how  digitalizaFon  affects  to   the  media  culture.   •  Even  your  grandmother  may  be  using  iPad   •  Media  usage  is  fragmented   •  We  read  curated  media  rather  than  single   medium   •  We  follow  and  consume  sites  that  our  friends  are   suggesFng  and  linking  
  7. 7. Earlier  in  history  1900-­‐  business  process:  Press  –>  Delivery  –>  Consumer   DigitalizaFon  2000-­‐:  JOURNALIST  –>  CONSUMER   Media  fragmentaFon  is  on  our  side   Photo:  Inside  Australia,  sculptures  by  Antony  Gormley,  Lake  Ballard,  Western  Australia  
  8. 8. What  is  City  Digital  ?  
  9. 9. What  City  Digital  is?   City  Digital  is  family  of  medias,     focusing  on  quality  journalism,  City  –life  and   phenomenons.     City  Digital  reaches  Finnish  digital  elite  20-­‐45-­‐ years,  who  spend  all  of  their  money  and  free   time  in  themselves.  City  users  are  active  and   trendy.  
  10. 10. City  Digital  sites:  
  11. 11. We  need  to  new  thinking.  Blue  ocean   strategy:  We  are  family.  Media  family.   Growing  Media  Family  is  stronger  together.  We  learn  from  each  others.      
  12. 12. Business  model  transformaFon   •  •  •  •  •  •  •  1985-­‐2012   Business:  print  magazine     Area:  Helsinki,  Tampere,  Oulu,  Vaasa,  Local   Customers:   Locals,  Finnish  AdverFsers   CirculaFon  200k-­‐450k     Visitors  on  web  site  100k   Content  creators/journalists:  20   •  •  •  •  •  •  •  2012-­‐2013  (11  months)-­‐>   Business:  Media  Family   ”the  record  company  of  web  sites”   Area:  Finland,  w/  Global  startups   Customers:     Local  brands,  Finnish  AdverFsers,  Global   AdverFsers   CirculaFon:  1100k  /  Magazine   Visitors  on  web:  500k/week   Content  creators/journalists:  150  
  13. 13. City  Digital  visitors   •  Weeks  37-­‐40/2013  avg     (TNS  Metrix)   •  Uniques  visitors  427  789   •  Unique  browsers  509  819   •  Page  views  1  778  858    
  14. 14. Lessons  #2   Bloggers  are  new  media  stars.     •  Journalists  have  to  learn  how  people  are  consuming   media   •  Power  of  tradiFonal  media  is  shrinking,  #fashion  trends   are  arising  from  blogs  and  on  streets   •  Single  blog  post  can  sell  more  than  front  page  of  the   biggest  naFonal  tradiFonal  newspaper  
  15. 15. in  11  months   TransformaFon  from     suffering  print  magazine            into        Growing  and  Successful  City  Digital  Media  Family  
  16. 16. Lessons  #3   Anyone  can  be  a  mediastar   •  Anyone  can  start  new  media  business  in  minutes   •  Innovators  and  entrepreneurs  are  new   mediamoguls   •  Need  for  Media  Families  ”the  record  companies   of  fragmented  media  ages”  arise    
  17. 17.   City  Digital     Cross  Media MarkeFng   Mix   Online-­‐Offline-­‐Ra Live-­‐Print-­‐Venu  
  18. 18. Lesson  #4   We  don’t  need  tradiFonal  TV   anymore  to  create  phenomenas.     •  Online  video  consuming  is  growing   •  Videodisplay  adverFsing  is  more  popular   •  Biggest  TV  ”channel”  is  Youtube  
  19. 19.   City  Digital     Organizing     Movie  nights and  great     ParFes    
  20. 20. We  reinvented  the  process  of  creaFng     City  –print  Magazine   Online   journalism   Printed   City   Magazine   We  publish  everything  first   in  our  online  medias.  We   measure  everything.  Likes,   shares,  comments  to  know   what  people  want  to  read.   Print  has  limited  space.     Stories  in  print  are   shortened.     Read  more  online   www.city.fi  /  uniqueurl   500k  weekly   On  demand   PrinFng   900.000  pcs  of   printed  mags  
  21. 21. Co-­‐operaFon  w/  SummerUP  fesFval   30000  guests  
  22. 22. New  ways  for  journalism   Journalism  becomes  more  visual   •  We  have  noFces  that  ”old-­‐school”  journalism  is  not  working  for   everybody.  We  need  new  ways  for  touching  people:   •  Feelings  journalist,  creates  stories  that  makes  you  feel  something   •  Videojournalism  is  growing  fast   •  Need  for  new  job  Ftles,  i.e.  instagramjournalists,  hashtagjournalists,   twi[ercurators  and  Facebook  manager   •  The  more  and  more  media  fragments,  the  more  we  need  curators   •  Amount  of  freelancer  bloggers  is  growing   •  Amount  of  professional  bloggers  is  growing  
  23. 23. We  trust  in   power  of  the  people   and  wisdom  of  crowds.     Think  Digi-­‐first.     DigitalizaFon  is  on  our  side.    
  24. 24. Media  DigitalizaFon     is  global  opportunity   www.citydigital.fi   www.ilkkaolavas.com    Ilkka.lavas@city.fi   Twi[er:  @lavas   Facebook:  IlkkaLavas   Gsm  +358  400  997969   www.city.fi/profiilit/lavas/blogi   h[p://www.linkedin.com/in/ilkkaolavas    
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