Mpg specialist media


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My recent Publishing Expo presentation on montisiting mobile apps.

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Mpg specialist media

  1. 1. Use of Apps & Social Media to reach international communities Kim Watson – 1 st March 2011
  2. 2. 1. Know your core audience and their communications preferences? <ul><li>OutNow Gay consumer survey UK Media consumption statistics </li></ul><ul><li>31% spend 5-9 hours per week watching TV </li></ul><ul><li>43% spend 1-4 hours per week reading newspapers </li></ul><ul><li>39% spend 1-4 hours per week reading magazines </li></ul><ul><li>30% Spend 10-19 hours per week online via a PC or mobile devices </li></ul><ul><li>LESS time spent on TV & RADIO MORE time on PRINT and ONLINE & digital MEDIA by the gay market in UK as especially the GT, DIVA and PinkPaper sample. </li></ul>
  3. 3. … and their social media usage <ul><li>Over 1/3 of GT and DIVA readers in the sample surveyed use Facebook many times per day and 66% a few times per day and Pink Paper 30% & 53%. All showed high daily use across most age brackets( Under 18-54) </li></ul><ul><li>62% of UK sample Never use Twitter </li></ul><ul><li>BUT 38% of GT and almost 30% of DIVA and Pink Paper samples respectively use Twitter daily! </li></ul><ul><li>30% use You Tube once every few days </li></ul>
  4. 4. 2. What devices are they most likely to own ? Portable Media Device Take-Up by MPG Media Brands compared to Ofcom UK media report <ul><li>GT </li></ul><ul><li>73% own a Laptop </li></ul><ul><li>35% own an iPhone or Blackberry </li></ul><ul><li>6.2% own an iPad </li></ul><ul><li>DIVA </li></ul><ul><li>71.5% own a Laptop </li></ul><ul><li>31% own an iPhone or Blackberry </li></ul><ul><li>2% own iPad </li></ul><ul><li> </li></ul><ul><li>70.4% own a Laptop </li></ul><ul><li>27 % own an iPhone or Blackberry </li></ul><ul><li>2.6% own iPad </li></ul>OFFCOM : 64% of UK population own a computer ( PC or Laptop) 24% own a 3G handset (incl. Blackberry or iPhone) 12% own other handheld PDa/devices (incl. iPad)
  5. 5. 3. BUILD YOUR PLAN - quick tips <ul><li>Focus on what you/your brands do best </li></ul><ul><li>Make sure content is unique  and not available elsewhere </li></ul><ul><li>Never offer/charge for  something that can be sourced for free </li></ul><ul><li>The app. Must have a function and reason to revisit regularly </li></ul><ul><li>Get it rated – Apps live and die by user ratings </li></ul><ul><li>If charging for content offer multiple layers or Subs models </li></ul><ul><li>Adult content – expect Apple censorship (Google less stringent) </li></ul><ul><li>A full article appears on </li></ul>
  6. 6. 4. How we delivered our plan? <ul><li>Started process of digitising our magazines via Gay Times & DIVA Digital page turner magazines for PCs/Macs launched via Zinio in June 2008. </li></ul><ul><li>December 2009- March 2010 research and options: </li></ul><ul><li>Consider options re development costs and revenue streams. Insource vs Outsource; customer research... </li></ul><ul><li>Our choices skipped development & approval stage. </li></ul><ul><li>Launched via via brand touch-points with and Zinio in June 2010 </li></ul>
  7. 7. Promoting The Global Benefits COMPETITIVE/DYNAMIC PRICING - Low production costs/no print and delivery costs = more territory friendly pricing for single issue and subscriptions. WIDER DISTRIBUTION - Are available directly to all consumers and not down to store manager, distributor or wholesaler selection. REACH/PENETRATION - Countries with no other specific LGBT media or of recent legislation changes become instantly accessible digitally CONVENIENCE – Instantaneous, convenient and interactive content delivery via your preferred device BRANDING BENEFITS – Your brand becomes a community hub for a whole new audience - example - Gay Times Facebook fans in South America
  8. 8. Global pricing in apps store
  9. 9. Use of social, viral and video media ? <ul><li>We joined up our social, digital & offline content and communications mix. </li></ul><ul><li>E-marketing newsletters – push content links via social media </li></ul><ul><li>Facebook – redesigned pages & buttons to link touch-points </li></ul><ul><li>Twitter –often link our web and video channels through twitter </li></ul><ul><li>You Tube - behind the scenes e.g GT election special </li></ul><ul><li>Pink Sixty 60 second daily video news service </li></ul><ul><li>Cross promotion other gay platforms Attitude app splash page and Grindr dating app. </li></ul>
  10. 10. FBML for calls to action!
  11. 11. Global tweeting
  12. 12. news via video
  13. 13. 5. THE POWER OF TRUSTED BRANDS <ul><li>GT celebrating 400th issue in 8 months time. </li></ul><ul><li>DIVA celebrating 200 issues in January 13. </li></ul><ul><li>Pink Paper celebrating 25 years in 2012. </li></ul><ul><li>3 Heritage media brands that are leading through trailblazing change , continued community engagement and relevant audience reach. </li></ul>
  14. 14. What Next @MPG ? <ul><li>DIVA my mini girlfriend App to launch in Spring. </li></ul><ul><li>Plus other news, jobs, shopping and ad soultions under R&D!!! </li></ul><ul><li>THANK YOU </li></ul>