5 Lessons in Digital Publishing

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Mag+ Chief Product Officer, Mike Haney, presented 5 Lessons in Digital Publishing to the Chile Publishers Association. Here is his presentation.

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5 Lessons in Digital Publishing

  1. Mike Haney · August 22, 2013 · New York 5 Lessons of Digital Publishing
  2. Mike Haney, Chief Creative Officer and Co-Founder, Mag+ • Set editorial and creative direction for the platfrom • Former editor and graphic designer • Contributing editor at Popular Science and Conde Nast Traveler Who’s this guy?
  3. Jobs introduces iPad Tablets become our robot overlords
  4. “Visionaries see a future of telecommuting workers, interactive libraries and multimedia classrooms. They speak of electronic town meetings and virtual communities. Commerce and business will shift from offices and malls to networks and modems. And the freedom of digital networks will make government more democratic. Baloney.” -Cliff Stoll, Newsweek, Feb 27, 1995: “The Internet? Bah!”
  5. “The media industry is bifurcated into two distinct worlds: the struggling traditional segment that longs for a simpler, more profitable past that will never return; and the vibrant, entrepreneurial segment that is reinventing the industry before our eyes. The simple act of choosing to live on the new, wide-open frontier is a powerful step toward success.” -Justin Smith, Bloomberg, August, 2013
  6. magplus.com What’s Mag+? • Publish content to your own custom branded app on iPad, iPhone, Kindle Fire and Android Devices • No coding required! Just design your issues in InDesign (or let us do it for you) and serve them through your app • Works with Adobe InDesign CS4-CS6 • Instantly preview on any device • Flexible pricing with no issue download costs • Download our tools for free at magplus.com! Full publishing ecosystem for designing and distributing content through apps on touchscreen devices
  7. magplus.com History • 2009 - Project begins with months of research and testing • 2010 - Popular Science+ launches with the iPad • 2011 - Becomes independent company licensing platform • 2013 - Reach 1,500+ apps, 3 million+ installed apps and 35 employees, with offices in New York and Stockholm
  8. magplus.com Today: 1,500+ Apps Built
  9. magplus.com How It Works
  10. magplus.com A Mag+ App An App in two parts
  11. magplus.com Platforms Supporting different devices: iPad, iPhone, Kindle Fire, Android tablets and Android smartphones.
  12. magplus.com Regular Mag+ Apps Per Issue • One app • One device • Pay per issue $999/issue Additional device: $99/issue All devices: $199/issue Monthly • One app • One device • Unlimited issues $399/month Additional device: $99/month All devices: $199/month Unlimited • Unlimited apps • Unlimited devices • Unlimited issues $2,999/month No mandatory download fees, ever
  13. magplus.com Regular Mag+ Apps 300mb issue with 20,000 downloads/month Mag+ $.17/GB = $.05/issue = $1,000 Others $.12/issue prepaid = $2,400 Savings of $16,800/year
  14. • Build your own Mag+ app! • Includes two components: the MIB reader and the Connection to the Mag+ backend • Allows you to use the Mag+ design tools and backend, while creating a custom end user experience • Customize the navigation, features, functions, menu, etc. • Or build the Mag+ functionality into another app—add a content tab to games, utilities, larger apps Mag+ SDK $3,499/month
  15. magplus.com Creative services & consulting
  16. Five Lessons in Digital Publishing
  17. magplus.com Strategy = Goals + Content Inventory + Resources What do I expect to get out of this app? What will I/we consider success? What content do I have? What content could I have? What content does the audience I want to get expect from this app? What kind of money do I have? What kind of talent do I have? What kind of time do I have? What should you do?
  18. magplus.com What should you do? AppsYour Brand
  19. magplus.com What should you do? AppsYour Brand Your App
  20. magplus.com 1. Apps are not a fad
  21. magplus.com 1. Apps are not a fad
  22. magplus.com 1. Apps are not a fad
  23. magplus.com 1. Apps are not a fad
  24. magplus.com $4.5 billion in iTunes revenue in June 2013 12 million songs per day $11 billion paid to developers 800/second app downloads 20 billion app downloads in 2012 575 million credit cards on file 1. Apps are not a fad Source: Apple
  25. magplus.com • Immersive • Designed • Easy to monetize • Works offline • Greater experience control • Native to device 1a. The unique value of apps
  26. 2. You have to go native This is not your competition
  27. 2. You have to go native This is
  28. 2. You have to go native And this
  29. 2. You have to go native And this
  30. WHAT’SNEW GREENTECH SIMPLERSOLARTIMELINE SUN POWER GETS EASIER WITH NEW LIGHTWEIGHT PANELS Solar power sounds great: electricity from sunshine, for free, no carbon footprint. But solar panels often come with hefty price tags or require complex installations. Now lighter materials are making them less expensive and more convenient, whether you carry them with you or snap them onto your roof.—Sarah Parsons Power Pack Plug-and-Play Panels Click together a rooftop solar system in a few hours, saving days or weeks on design and installation. Armageddon’s modular kit consists of metal frames light enough to carry up a ladder, plus 18- pound solar panels—coated in Teflon instead of heavy glass—that snap onto the frames’ tabs. The easy-to-lift, ready-made parts mean that installers don’t have to build frames on top of a house and also eliminate tricky wiring, since each frame has its own DC-to-AC converter that lets it plug straight into a home circuit breaker. Armageddon Energy SolarClovers From $8,000; armageddonenergy.com—s.p. Solar Shingles Rather than laying solar panels across your roof, use them as your roof. Dow built thin-film photovoltaic cells directly into polymer shingles. They’re as protective as ordinary shingles, nail down in the same way and, in place of exposed wiring, hook together with simple electrical connectors at their ends. Some units go on sale later this year, with wide availability next year. Dow is also working on other building materials with sun power built in. Dow Power- house Solar Shingles Price not set; dowsolar.com—arnie cooper NOW SOON: FALL LATER: 2011 MIX AND MATCH Dow’s solar tiles blend in with standard roof shingles. This take-anywhere electric plant won’t weigh you down. Tonino Lamborghini’s bag is the first product to use a new solar panel that’s as light, thin and flexible as fabric yet absorbs rays in any light, including artificial light or under clouds. It’s made of dye- sensitized solar cells, which trap more wavelengths in less space by wrapping each individual particle of a conductive layer in light-absorbing dye molecules. Charge a cellphone in six to eight hours, indoors or out. Tonino Lamborghini Solar Bag with G24 DSSC Panel $200 (est.); www.tlmm.com—s.p. FROMTOP:COURTESYTONINOLAMBORGHINI;COURTESY ARMAGEDDONENERGY;COURTESYDOW BEAM DATA Your phone can display power output and other stats sent by Armageddon’s solar units. POPSCI.COM26 POPULAR SCIENCE APRIL 2010
  31. WHAT’SNEW GREENTECH SIMPLERSOLARTIMELINE SUN POWER GETS EASIER WITH NEW LIGHTWEIGHT PANELS Solar power sounds great: electricity from sunshine, for free, no carbon footprint. But solar panels often come with hefty price tags or require complex installations. Now lighter materials are making them less expensive and more convenient, whether you carry them with you or snap them onto your roof.—Sarah Parsons Power Pack Plug-and-Play Panels Click together a rooftop solar system in a few hours, saving days or weeks on design and installation. Armageddon’s modular kit consists of metal frames light enough to carry up a ladder, plus 18- pound solar panels—coated in Teflon instead of heavy glass—that snap onto the frames’ tabs. The easy-to-lift, ready-made parts mean that installers don’t have to build frames on top of a house and also eliminate tricky wiring, since each frame has its own DC-to-AC converter that lets it plug straight into a home circuit breaker. Armageddon Energy SolarClovers From $8,000; armageddonenergy.com—s.p. Solar Shingles Rather than laying solar panels across your roof, use them as your roof. Dow built thin-film photovoltaic cells directly into polymer shingles. They’re as protective as ordinary shingles, nail down in the same way and, in place of exposed wiring, hook together with simple electrical connectors at their ends. Some units go on sale later this year, with wide availability next year. Dow is also working on other building materials with sun power built in. Dow Power- house Solar Shingles Price not set; dowsolar.com—arnie cooper NOW SOON: FALL LATER: 2011 MIX AND MATCH Dow’s solar tiles blend in with standard roof shingles. This take-anywhere electric plant won’t weigh you down. Tonino Lamborghini’s bag is the first product to use a new solar panel that’s as light, thin and flexible as fabric yet absorbs rays in any light, including artificial light or under clouds. It’s made of dye- sensitized solar cells, which trap more wavelengths in less space by wrapping each individual particle of a conductive layer in light-absorbing dye molecules. Charge a cellphone in six to eight hours, indoors or out. Tonino Lamborghini Solar Bag with G24 DSSC Panel $200 (est.); www.tlmm.com—s.p. FROMTOP:COURTESYTONINOLAMBORGHINI;COURTESY ARMAGEDDONENERGY;COURTESYDOW BEAM DATA Your phone can display power output and other stats sent by Armageddon’s solar units. POPSCI.COM26 POPULAR SCIENCE APRIL 2010
  32. 3. There is money here • 40% spend an hour or more with an issue (80% spend at least 30 minutes) • U.S. consumers spend on average 2 hours and 38 minutes per day on smartphones and tablets - 80% is spent inside apps. • 94% “any action taken” for a Curel ad in Prevention magazine • 67% “considered purchase” for an Oscar Meyer bacon ad in Better Homes and Gardens • 81% “used any interactive features” on a Chevrolet auto ad in Motor Trend Consumers Advertising Sources: Popular Science; Flurry 2013; GFK MRI, June 2013
  33. Source: Strategy Analytics,App Revenue Forecast, November 2012 Global App Revenue Forecast 2008 - 2017 ($M) Tablets Phones 3. There is money here
  34. Source: eMarketer, Dec 2012 3. There is money here
  35. 3. There is money here Source: Distimo, March 2013
  36. British Journal of Photography iPad App • 16,000 subscribers • 200,000+ downloads (7,846 print readers) • Phenomenal growth overseas with 2,000 downloads a day in the US alone • Average session length is 5 minutes, but over 10,000 sessions lasted longer than 10 minutes • Live news function doubled the number of iPad users to BJP - online 3. There is money here
  37. 3. There is money here • Around 40,000 annual subscriptions at $14.99 each (net 70%) • Total rate base: 350,000 • More than 10% of that rate base no longer has to be printed and shipped
  38. magplus.com 4. Think beyond the magazine • Think about this as a new channel, not just a replacement for print • Be creative with issues • Remember what you do well: delivering curated content to focused audiences • Question everything: price, frequency, size
  39. magplus.com 4. Think beyond the magazine Click to play + turn audio on. Source: PopularScience+
  40. magplus.com 4. Think beyond the magazine The Bulletin • Digital only app by The Tribune Co • Issues produced immediately after every game • Initially sponsored by the Illinois Lottery • Additional issues preview games • Replicated for Bears, Padres and others
  41. 4. Think beyond the magazine The Atlantic Magazine The Atlantic Weekly Digital Editions The Atlantic Web Properties The Atlantic Daily Photo Blog - In Focus Theatlantic.com The Atlantic Wire The Atlantic Quartz The Atlantic Cities
  42. magplus.com 4. Think beyond the magazine In business, too • Ads don’t have to be print ads • Subscriptions can be more • Super subscriptions • Daily news • SIPs • Break up the issue
  43. magplus.com 4. Think beyond the magazine • What if it were an “issue”? • Automatic delivery BEFORE you could see it on TV • Exclusive sponsor • Charge a fortune for it • Include: • Slideshows of behind-the-scenes content • Interviews • Plot summaries of previous episodes • AND the actual show! • It’s about bundles of content
  44. 5. This is an ongoing project
  45. 5. This is an ongoing project
  46. 5. This is an ongoing project The analytics cheat sheet • Appoint a person in charge • Make a weekly report and share it • Watch: • Time spent per page • Links clicked • App download to issue download/purchase conversion • Retention • Daypart
  47. 5. This is an ongoing project
  48. magplus.com Final words of wisdom Test Fail/Succeed Learn (just fail quickly)
  49. Thank you! magplus.com Make Publishing Magic

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