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Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
Presentatie Juan Senor - Mediafacts Uitgeverscongres
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Presentatie Juan Senor - Mediafacts Uitgeverscongres

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  • 1. InnovationsinMagazinesMedia2013WorldReport Innovation Media Consulting presents: www.innovation-mediaconsulting.com Thursday, 5 June 14
  • 2. InnovationsinMagazinesMedia2013WorldReport Dolf van den Brink “De uitgever van de toekomst zal een zeer beweeglijk en associatief denkend mens moeten zijn.” “The publisher of the future will have to be a very dynamic person, who thinks in a associative way” Thursday, 5 June 14
  • 3. InnovationsinMagazinesMedia2013WorldReport Thursday, 5 June 14
  • 4. InnovationsinMagazinesMedia2013WorldReport Thursday, 5 June 14
  • 5. InnovationsinMagazinesMedia2013WorldReport Thursday, 5 June 14
  • 6. InnovationsinMagazinesMedia2013WorldReport Thursday, 5 June 14
  • 7. InnovationsinMagazinesMedia2013WorldReport Thursday, 5 June 14
  • 8. InnovationsinMagazinesMedia2013WorldReport Innovation Media Consulting presents: www.innovation-mediaconsulting.com Thursday, 5 June 14
  • 9. ooks about innovation are often guesswork. Maybe this idea will work. Or this one. Or that one. Maybe…. In years past, we have published a lot of those types of case studies. We often felt as though we were like the editors of the famous US long-range weather-predicting publication, The Farmer’s Almanac: Looking at the best available data and hazarding our best guess. Not this year. This year we feel like editors of a guide rather than a forecast. Among many others, five major changes are exploding on the magazine media scene that will definitely affect publishing for years B to come: mobile as the dominant platform, big data, programmatic advertising, video, and native advertising. This past year was stunning for the speed with which these five phenomena moved from the idea, early adoption, or too-resource-in- tensive stage to becoming accessible, critical elements of publishing. Mobile will very soon become the dominant platform for information distribution and consumption, and it is so revolutionary that some are calling it a “do-over” chance for legacy media who got the whole internet thing so terribly wrong. Meanwhile, video has also quickly become themosteffective,mostpowerful,andfastest -growing method of delivering content and advertising to the largest audience, all inwaysthatareincreasinglyaccessibletoall publishers, not just those with big budgets. Programmatic advertising suddenly ap- pears on its way to becoming the way most ads will be sold and scheduled Big data is now able to put serious science and analysis behind every decision, from content to advertising to new products to customer relations. Not that every decision should be data-driven--but we’re fools to ignore it. And, finally, native advertising is revo- lutionising the world of content, advertiser -magazine relationships, advertiser-reader relationships, and revenue models. Of course, there is a lot more in this book, including case studies about programmatic advertising, e- and m-commerce, Google Glass, paywalls, innovation labs, e-newslet- ters, publishing frequency, startups to watch, events as revenue producers, and more. And, of course, our annual favourite: Odd, edgy, and envelope-pushing magazine innovations (look for the magazines that turn into flowers and print magazines as wifi hot spots!) Bottom line? This year, you can take this book home and say: Here’s a roadmap. Bon voyage! John Wilpers Juan Señor Juan Antonio Giner Co-editors Prescriptions instead of prognostications Major, successful innovations , especially in mobile, big data, video, and native advertising, are finally laying out a clear roadmap to success Editors JohnWilpers JuanSeñor JuanAntonioGiner wilpers@innovation-mediaconsulting.com senor@innovation-mediaconsulting.com giner@innovation-mediaconsulting.com INNOVATIONInternationalMediaConsulting-London www.innovation-mediaconsulting.com Design SpirosPolikandriotis Contributors PriscaAkhaya PetaAndersen RyanBoyden Marielys Cepeda DannyCheng CorneliusJ.David LilianneDeLaCalle TeaganRaeFardell GeoffreyGreen LarissaGreen KyleHardy LauraImkamp ShendiKatro CarlosKoteich MaryColetteMasteller JenniferMatthews ShannonS.May DevonOtt KristieReilly TimRyan ShaunaSasso NicoleTroelstrup EluzVilchez KorshaWilson LilyYuhas Cover DeborahWithey Marketing, sales and finance MartaTorres Advertising StuartHands Stuart@fipp.com Publishers ChrisLlewellyn HelenBland FIPP-theworldwidemagazinemediaassociation www.fipp.com chris@fipp.com helen@fipp.com InnovationsinMagazinesMedia2014WorldReport Thursday, 5 June 14
  • 10. ooks about innovation are often guesswork. Maybe this idea will work. Or this one. Or that one. Maybe…. In years past, we have published a lot of those types of case studies. We often felt as though we were like the editors of the famous US long-range weather-predicting publication, The Farmer’s Almanac: Looking at the best available data and hazarding our best guess. Not this year. This year we feel like editors of a guide rather than a forecast. Among many others, five major changes are exploding on the magazine media scene that will definitely affect publishing for years B to come: mobile as the dominant platform, big data, programmatic advertising, video, and native advertising. This past year was stunning for the speed with which these five phenomena moved from the idea, early adoption, or too-resource-in- tensive stage to becoming accessible, critical elements of publishing. Mobile will very soon become the dominant platform for information distribution and consumption, and it is so revolutionary that some are calling it a “do-over” chance for legacy media who got the whole internet thing so terribly wrong. Meanwhile, video has also quickly become themosteffective,mostpowerful,andfastest -growing method of delivering content and advertising to the largest audience, all inwaysthatareincreasinglyaccessibletoall publishers, not just those with big budgets. Programmatic advertising suddenly ap- pears on its way to becoming the way most ads will be sold and scheduled Big data is now able to put serious science and analysis behind every decision, from content to advertising to new products to customer relations. Not that every decision should be data-driven--but we’re fools to ignore it. And, finally, native advertising is revo- lutionising the world of content, advertiser -magazine relationships, advertiser-reader relationships, and revenue models. Of course, there is a lot more in this book, including case studies about programmatic advertising, e- and m-commerce, Google Glass, paywalls, innovation labs, e-newslet- ters, publishing frequency, startups to watch, events as revenue producers, and more. And, of course, our annual favourite: Odd, edgy, and envelope-pushing magazine innovations (look for the magazines that turn into flowers and print magazines as wifi hot spots!) Bottom line? This year, you can take this book home and say: Here’s a roadmap. Bon voyage! John Wilpers Juan Señor Juan Antonio Giner Co-editors Prescriptions instead of prognostications Major, successful innovations , especially in mobile, big data, video, and native advertising, are finally laying out a clear roadmap to success Editors JohnWilpers JuanSeñor JuanAntonioGiner wilpers@innovation-mediaconsulting.com senor@innovation-mediaconsulting.com giner@innovation-mediaconsulting.com INNOVATIONInternationalMediaConsulting-London www.innovation-mediaconsulting.com Design SpirosPolikandriotis Contributors PriscaAkhaya PetaAndersen RyanBoyden Marielys Cepeda DannyCheng CorneliusJ.David LilianneDeLaCalle TeaganRaeFardell GeoffreyGreen LarissaGreen KyleHardy LauraImkamp ShendiKatro CarlosKoteich MaryColetteMasteller JenniferMatthews ShannonS.May DevonOtt KristieReilly TimRyan ShaunaSasso NicoleTroelstrup EluzVilchez KorshaWilson LilyYuhas Cover DeborahWithey Marketing, sales and finance MartaTorres Advertising StuartHands Stuart@fipp.com Publishers ChrisLlewellyn HelenBland FIPP-theworldwidemagazinemediaassociation www.fipp.com chris@fipp.com helen@fipp.com InnovationsinMagazinesMedia2014WorldReport This year: For the first time, clear cases of success and clear paths to get there Thursday, 5 June 14
  • 11. ooks about innovation are often guesswork. Maybe this idea will work. Or this one. Or that one. Maybe…. In years past, we have published a lot of those types of case studies. We often felt as though we were like the editors of the famous US long-range weather-predicting publication, The Farmer’s Almanac: Looking at the best available data and hazarding our best guess. Not this year. This year we feel like editors of a guide rather than a forecast. Among many others, five major changes are exploding on the magazine media scene that will definitely affect publishing for years B to come: mobile as the dominant platform, big data, programmatic advertising, video, and native advertising. This past year was stunning for the speed with which these five phenomena moved from the idea, early adoption, or too-resource-in- tensive stage to becoming accessible, critical elements of publishing. Mobile will very soon become the dominant platform for information distribution and consumption, and it is so revolutionary that some are calling it a “do-over” chance for legacy media who got the whole internet thing so terribly wrong. Meanwhile, video has also quickly become themosteffective,mostpowerful,andfastest -growing method of delivering content and advertising to the largest audience, all inwaysthatareincreasinglyaccessibletoall publishers, not just those with big budgets. Programmatic advertising suddenly ap- pears on its way to becoming the way most ads will be sold and scheduled Big data is now able to put serious science and analysis behind every decision, from content to advertising to new products to customer relations. Not that every decision should be data-driven--but we’re fools to ignore it. And, finally, native advertising is revo- lutionising the world of content, advertiser -magazine relationships, advertiser-reader relationships, and revenue models. Of course, there is a lot more in this book, including case studies about programmatic advertising, e- and m-commerce, Google Glass, paywalls, innovation labs, e-newslet- ters, publishing frequency, startups to watch, events as revenue producers, and more. And, of course, our annual favourite: Odd, edgy, and envelope-pushing magazine innovations (look for the magazines that turn into flowers and print magazines as wifi hot spots!) Bottom line? This year, you can take this book home and say: Here’s a roadmap. Bon voyage! John Wilpers Juan Señor Juan Antonio Giner Co-editors Prescriptions instead of prognostications Major, successful innovations , especially in mobile, big data, video, and native advertising, are finally laying out a clear roadmap to success Editors JohnWilpers JuanSeñor JuanAntonioGiner wilpers@innovation-mediaconsulting.com senor@innovation-mediaconsulting.com giner@innovation-mediaconsulting.com INNOVATIONInternationalMediaConsulting-London www.innovation-mediaconsulting.com Design SpirosPolikandriotis Contributors PriscaAkhaya PetaAndersen RyanBoyden Marielys Cepeda DannyCheng CorneliusJ.David LilianneDeLaCalle TeaganRaeFardell GeoffreyGreen LarissaGreen KyleHardy LauraImkamp ShendiKatro CarlosKoteich MaryColetteMasteller JenniferMatthews ShannonS.May DevonOtt KristieReilly TimRyan ShaunaSasso NicoleTroelstrup EluzVilchez KorshaWilson LilyYuhas Cover DeborahWithey Marketing, sales and finance MartaTorres Advertising StuartHands Stuart@fipp.com Publishers ChrisLlewellyn HelenBland FIPP-theworldwidemagazinemediaassociation www.fipp.com chris@fipp.com helen@fipp.com InnovationsinMagazinesMedia2014WorldReport Thursday, 5 June 14
  • 12. ooks about innovation are often guesswork. Maybe this idea will work. Or this one. Or that one. Maybe…. In years past, we have published a lot of those types of case studies. We often felt as though we were like the editors of the famous US long-range weather-predicting publication, The Farmer’s Almanac: Looking at the best available data and hazarding our best guess. Not this year. This year we feel like editors of a guide rather than a forecast. Among many others, five major changes are exploding on the magazine media scene that will definitely affect publishing for years B to come: mobile as the dominant platform, big data, programmatic advertising, video, and native advertising. This past year was stunning for the speed with which these five phenomena moved from the idea, early adoption, or too-resource-in- tensive stage to becoming accessible, critical elements of publishing. Mobile will very soon become the dominant platform for information distribution and consumption, and it is so revolutionary that some are calling it a “do-over” chance for legacy media who got the whole internet thing so terribly wrong. Meanwhile, video has also quickly become themosteffective,mostpowerful,andfastest -growing method of delivering content and advertising to the largest audience, all inwaysthatareincreasinglyaccessibletoall publishers, not just those with big budgets. Programmatic advertising suddenly ap- pears on its way to becoming the way most ads will be sold and scheduled Big data is now able to put serious science and analysis behind every decision, from content to advertising to new products to customer relations. Not that every decision should be data-driven--but we’re fools to ignore it. And, finally, native advertising is revo- lutionising the world of content, advertiser -magazine relationships, advertiser-reader relationships, and revenue models. Of course, there is a lot more in this book, including case studies about programmatic advertising, e- and m-commerce, Google Glass, paywalls, innovation labs, e-newslet- ters, publishing frequency, startups to watch, events as revenue producers, and more. And, of course, our annual favourite: Odd, edgy, and envelope-pushing magazine innovations (look for the magazines that turn into flowers and print magazines as wifi hot spots!) Bottom line? This year, you can take this book home and say: Here’s a roadmap. Bon voyage! John Wilpers Juan Señor Juan Antonio Giner Co-editors Prescriptions instead of prognostications Major, successful innovations , especially in mobile, big data, video, and native advertising, are finally laying out a clear roadmap to success Editors JohnWilpers JuanSeñor JuanAntonioGiner wilpers@innovation-mediaconsulting.com senor@innovation-mediaconsulting.com giner@innovation-mediaconsulting.com INNOVATIONInternationalMediaConsulting-London www.innovation-mediaconsulting.com Design SpirosPolikandriotis Contributors PriscaAkhaya PetaAndersen RyanBoyden Marielys Cepeda DannyCheng CorneliusJ.David LilianneDeLaCalle TeaganRaeFardell GeoffreyGreen LarissaGreen KyleHardy LauraImkamp ShendiKatro CarlosKoteich MaryColetteMasteller JenniferMatthews ShannonS.May DevonOtt KristieReilly TimRyan ShaunaSasso NicoleTroelstrup EluzVilchez KorshaWilson LilyYuhas Cover DeborahWithey Marketing, sales and finance MartaTorres Advertising StuartHands Stuart@fipp.com Publishers ChrisLlewellyn HelenBland FIPP-theworldwidemagazinemediaassociation www.fipp.com chris@fipp.com helen@fipp.com InnovationsinMagazinesMedia2014WorldReport 5keys to success: Thursday, 5 June 14
  • 13. ooks about innovation are often guesswork. Maybe this idea will work. Or this one. Or that one. Maybe…. In years past, we have published a lot of those types of case studies. We often felt as though we were like the editors of the famous US long-range weather-predicting publication, The Farmer’s Almanac: Looking at the best available data and hazarding our best guess. Not this year. This year we feel like editors of a guide rather than a forecast. Among many others, five major changes are exploding on the magazine media scene that will definitely affect publishing for years B to come: mobile as the dominant platform, big data, programmatic advertising, video, and native advertising. This past year was stunning for the speed with which these five phenomena moved from the idea, early adoption, or too-resource-in- tensive stage to becoming accessible, critical elements of publishing. Mobile will very soon become the dominant platform for information distribution and consumption, and it is so revolutionary that some are calling it a “do-over” chance for legacy media who got the whole internet thing so terribly wrong. Meanwhile, video has also quickly become themosteffective,mostpowerful,andfastest -growing method of delivering content and advertising to the largest audience, all inwaysthatareincreasinglyaccessibletoall publishers, not just those with big budgets. Programmatic advertising suddenly ap- pears on its way to becoming the way most ads will be sold and scheduled Big data is now able to put serious science and analysis behind every decision, from content to advertising to new products to customer relations. Not that every decision should be data-driven--but we’re fools to ignore it. And, finally, native advertising is revo- lutionising the world of content, advertiser -magazine relationships, advertiser-reader relationships, and revenue models. Of course, there is a lot more in this book, including case studies about programmatic advertising, e- and m-commerce, Google Glass, paywalls, innovation labs, e-newslet- ters, publishing frequency, startups to watch, events as revenue producers, and more. And, of course, our annual favourite: Odd, edgy, and envelope-pushing magazine innovations (look for the magazines that turn into flowers and print magazines as wifi hot spots!) Bottom line? This year, you can take this book home and say: Here’s a roadmap. Bon voyage! John Wilpers Juan Señor Juan Antonio Giner Co-editors Prescriptions instead of prognostications Major, successful innovations , especially in mobile, big data, video, and native advertising, are finally laying out a clear roadmap to success Editors JohnWilpers JuanSeñor JuanAntonioGiner wilpers@innovation-mediaconsulting.com senor@innovation-mediaconsulting.com giner@innovation-mediaconsulting.com INNOVATIONInternationalMediaConsulting-London www.innovation-mediaconsulting.com Design SpirosPolikandriotis Contributors PriscaAkhaya PetaAndersen RyanBoyden Marielys Cepeda DannyCheng CorneliusJ.David LilianneDeLaCalle TeaganRaeFardell GeoffreyGreen LarissaGreen KyleHardy LauraImkamp ShendiKatro CarlosKoteich MaryColetteMasteller JenniferMatthews ShannonS.May DevonOtt KristieReilly TimRyan ShaunaSasso NicoleTroelstrup EluzVilchez KorshaWilson LilyYuhas Cover DeborahWithey Marketing, sales and finance MartaTorres Advertising StuartHands Stuart@fipp.com Publishers ChrisLlewellyn HelenBland FIPP-theworldwidemagazinemediaassociation www.fipp.com chris@fipp.com helen@fipp.com InnovationsinMagazinesMedia2014WorldReport 5keys to success: 1. Mobile will be the dominant platform Thursday, 5 June 14
  • 14. ooks about innovation are often guesswork. Maybe this idea will work. Or this one. Or that one. Maybe…. In years past, we have published a lot of those types of case studies. We often felt as though we were like the editors of the famous US long-range weather-predicting publication, The Farmer’s Almanac: Looking at the best available data and hazarding our best guess. Not this year. This year we feel like editors of a guide rather than a forecast. Among many others, five major changes are exploding on the magazine media scene that will definitely affect publishing for years B to come: mobile as the dominant platform, big data, programmatic advertising, video, and native advertising. This past year was stunning for the speed with which these five phenomena moved from the idea, early adoption, or too-resource-in- tensive stage to becoming accessible, critical elements of publishing. Mobile will very soon become the dominant platform for information distribution and consumption, and it is so revolutionary that some are calling it a “do-over” chance for legacy media who got the whole internet thing so terribly wrong. Meanwhile, video has also quickly become themosteffective,mostpowerful,andfastest -growing method of delivering content and advertising to the largest audience, all inwaysthatareincreasinglyaccessibletoall publishers, not just those with big budgets. Programmatic advertising suddenly ap- pears on its way to becoming the way most ads will be sold and scheduled Big data is now able to put serious science and analysis behind every decision, from content to advertising to new products to customer relations. Not that every decision should be data-driven--but we’re fools to ignore it. And, finally, native advertising is revo- lutionising the world of content, advertiser -magazine relationships, advertiser-reader relationships, and revenue models. Of course, there is a lot more in this book, including case studies about programmatic advertising, e- and m-commerce, Google Glass, paywalls, innovation labs, e-newslet- ters, publishing frequency, startups to watch, events as revenue producers, and more. And, of course, our annual favourite: Odd, edgy, and envelope-pushing magazine innovations (look for the magazines that turn into flowers and print magazines as wifi hot spots!) Bottom line? This year, you can take this book home and say: Here’s a roadmap. Bon voyage! John Wilpers Juan Señor Juan Antonio Giner Co-editors Prescriptions instead of prognostications Major, successful innovations , especially in mobile, big data, video, and native advertising, are finally laying out a clear roadmap to success Editors JohnWilpers JuanSeñor JuanAntonioGiner wilpers@innovation-mediaconsulting.com senor@innovation-mediaconsulting.com giner@innovation-mediaconsulting.com INNOVATIONInternationalMediaConsulting-London www.innovation-mediaconsulting.com Design SpirosPolikandriotis Contributors PriscaAkhaya PetaAndersen RyanBoyden Marielys Cepeda DannyCheng CorneliusJ.David LilianneDeLaCalle TeaganRaeFardell GeoffreyGreen LarissaGreen KyleHardy LauraImkamp ShendiKatro CarlosKoteich MaryColetteMasteller JenniferMatthews ShannonS.May DevonOtt KristieReilly TimRyan ShaunaSasso NicoleTroelstrup EluzVilchez KorshaWilson LilyYuhas Cover DeborahWithey Marketing, sales and finance MartaTorres Advertising StuartHands Stuart@fipp.com Publishers ChrisLlewellyn HelenBland FIPP-theworldwidemagazinemediaassociation www.fipp.com chris@fipp.com helen@fipp.com InnovationsinMagazinesMedia2014WorldReport 5keys to success: 1. Mobile will be the dominant platform 2. Video will be the dominant mode; Thursday, 5 June 14
  • 15. ooks about innovation are often guesswork. Maybe this idea will work. Or this one. Or that one. Maybe…. In years past, we have published a lot of those types of case studies. We often felt as though we were like the editors of the famous US long-range weather-predicting publication, The Farmer’s Almanac: Looking at the best available data and hazarding our best guess. Not this year. This year we feel like editors of a guide rather than a forecast. Among many others, five major changes are exploding on the magazine media scene that will definitely affect publishing for years B to come: mobile as the dominant platform, big data, programmatic advertising, video, and native advertising. This past year was stunning for the speed with which these five phenomena moved from the idea, early adoption, or too-resource-in- tensive stage to becoming accessible, critical elements of publishing. Mobile will very soon become the dominant platform for information distribution and consumption, and it is so revolutionary that some are calling it a “do-over” chance for legacy media who got the whole internet thing so terribly wrong. Meanwhile, video has also quickly become themosteffective,mostpowerful,andfastest -growing method of delivering content and advertising to the largest audience, all inwaysthatareincreasinglyaccessibletoall publishers, not just those with big budgets. Programmatic advertising suddenly ap- pears on its way to becoming the way most ads will be sold and scheduled Big data is now able to put serious science and analysis behind every decision, from content to advertising to new products to customer relations. Not that every decision should be data-driven--but we’re fools to ignore it. And, finally, native advertising is revo- lutionising the world of content, advertiser -magazine relationships, advertiser-reader relationships, and revenue models. Of course, there is a lot more in this book, including case studies about programmatic advertising, e- and m-commerce, Google Glass, paywalls, innovation labs, e-newslet- ters, publishing frequency, startups to watch, events as revenue producers, and more. And, of course, our annual favourite: Odd, edgy, and envelope-pushing magazine innovations (look for the magazines that turn into flowers and print magazines as wifi hot spots!) Bottom line? This year, you can take this book home and say: Here’s a roadmap. Bon voyage! John Wilpers Juan Señor Juan Antonio Giner Co-editors Prescriptions instead of prognostications Major, successful innovations , especially in mobile, big data, video, and native advertising, are finally laying out a clear roadmap to success Editors JohnWilpers JuanSeñor JuanAntonioGiner wilpers@innovation-mediaconsulting.com senor@innovation-mediaconsulting.com giner@innovation-mediaconsulting.com INNOVATIONInternationalMediaConsulting-London www.innovation-mediaconsulting.com Design SpirosPolikandriotis Contributors PriscaAkhaya PetaAndersen RyanBoyden Marielys Cepeda DannyCheng CorneliusJ.David LilianneDeLaCalle TeaganRaeFardell GeoffreyGreen LarissaGreen KyleHardy LauraImkamp ShendiKatro CarlosKoteich MaryColetteMasteller JenniferMatthews ShannonS.May DevonOtt KristieReilly TimRyan ShaunaSasso NicoleTroelstrup EluzVilchez KorshaWilson LilyYuhas Cover DeborahWithey Marketing, sales and finance MartaTorres Advertising StuartHands Stuart@fipp.com Publishers ChrisLlewellyn HelenBland FIPP-theworldwidemagazinemediaassociation www.fipp.com chris@fipp.com helen@fipp.com InnovationsinMagazinesMedia2014WorldReport 5keys to success: 1. Mobile will be the dominant platform 2. Video will be the dominant mode; 3. Native advertising will be dominant vehicle; Thursday, 5 June 14
  • 16. ooks about innovation are often guesswork. Maybe this idea will work. Or this one. Or that one. Maybe…. In years past, we have published a lot of those types of case studies. We often felt as though we were like the editors of the famous US long-range weather-predicting publication, The Farmer’s Almanac: Looking at the best available data and hazarding our best guess. Not this year. This year we feel like editors of a guide rather than a forecast. Among many others, five major changes are exploding on the magazine media scene that will definitely affect publishing for years B to come: mobile as the dominant platform, big data, programmatic advertising, video, and native advertising. This past year was stunning for the speed with which these five phenomena moved from the idea, early adoption, or too-resource-in- tensive stage to becoming accessible, critical elements of publishing. Mobile will very soon become the dominant platform for information distribution and consumption, and it is so revolutionary that some are calling it a “do-over” chance for legacy media who got the whole internet thing so terribly wrong. Meanwhile, video has also quickly become themosteffective,mostpowerful,andfastest -growing method of delivering content and advertising to the largest audience, all inwaysthatareincreasinglyaccessibletoall publishers, not just those with big budgets. Programmatic advertising suddenly ap- pears on its way to becoming the way most ads will be sold and scheduled Big data is now able to put serious science and analysis behind every decision, from content to advertising to new products to customer relations. Not that every decision should be data-driven--but we’re fools to ignore it. And, finally, native advertising is revo- lutionising the world of content, advertiser -magazine relationships, advertiser-reader relationships, and revenue models. Of course, there is a lot more in this book, including case studies about programmatic advertising, e- and m-commerce, Google Glass, paywalls, innovation labs, e-newslet- ters, publishing frequency, startups to watch, events as revenue producers, and more. And, of course, our annual favourite: Odd, edgy, and envelope-pushing magazine innovations (look for the magazines that turn into flowers and print magazines as wifi hot spots!) Bottom line? This year, you can take this book home and say: Here’s a roadmap. Bon voyage! John Wilpers Juan Señor Juan Antonio Giner Co-editors Prescriptions instead of prognostications Major, successful innovations , especially in mobile, big data, video, and native advertising, are finally laying out a clear roadmap to success Editors JohnWilpers JuanSeñor JuanAntonioGiner wilpers@innovation-mediaconsulting.com senor@innovation-mediaconsulting.com giner@innovation-mediaconsulting.com INNOVATIONInternationalMediaConsulting-London www.innovation-mediaconsulting.com Design SpirosPolikandriotis Contributors PriscaAkhaya PetaAndersen RyanBoyden Marielys Cepeda DannyCheng CorneliusJ.David LilianneDeLaCalle TeaganRaeFardell GeoffreyGreen LarissaGreen KyleHardy LauraImkamp ShendiKatro CarlosKoteich MaryColetteMasteller JenniferMatthews ShannonS.May DevonOtt KristieReilly TimRyan ShaunaSasso NicoleTroelstrup EluzVilchez KorshaWilson LilyYuhas Cover DeborahWithey Marketing, sales and finance MartaTorres Advertising StuartHands Stuart@fipp.com Publishers ChrisLlewellyn HelenBland FIPP-theworldwidemagazinemediaassociation www.fipp.com chris@fipp.com helen@fipp.com InnovationsinMagazinesMedia2014WorldReport 5keys to success: 1. Mobile will be the dominant platform 2. Video will be the dominant mode; 3. Native advertising will be dominant vehicle; 4. Programmatic will be dominant method; Thursday, 5 June 14
  • 17. ooks about innovation are often guesswork. Maybe this idea will work. Or this one. Or that one. Maybe…. In years past, we have published a lot of those types of case studies. We often felt as though we were like the editors of the famous US long-range weather-predicting publication, The Farmer’s Almanac: Looking at the best available data and hazarding our best guess. Not this year. This year we feel like editors of a guide rather than a forecast. Among many others, five major changes are exploding on the magazine media scene that will definitely affect publishing for years B to come: mobile as the dominant platform, big data, programmatic advertising, video, and native advertising. This past year was stunning for the speed with which these five phenomena moved from the idea, early adoption, or too-resource-in- tensive stage to becoming accessible, critical elements of publishing. Mobile will very soon become the dominant platform for information distribution and consumption, and it is so revolutionary that some are calling it a “do-over” chance for legacy media who got the whole internet thing so terribly wrong. Meanwhile, video has also quickly become themosteffective,mostpowerful,andfastest -growing method of delivering content and advertising to the largest audience, all inwaysthatareincreasinglyaccessibletoall publishers, not just those with big budgets. Programmatic advertising suddenly ap- pears on its way to becoming the way most ads will be sold and scheduled Big data is now able to put serious science and analysis behind every decision, from content to advertising to new products to customer relations. Not that every decision should be data-driven--but we’re fools to ignore it. And, finally, native advertising is revo- lutionising the world of content, advertiser -magazine relationships, advertiser-reader relationships, and revenue models. Of course, there is a lot more in this book, including case studies about programmatic advertising, e- and m-commerce, Google Glass, paywalls, innovation labs, e-newslet- ters, publishing frequency, startups to watch, events as revenue producers, and more. And, of course, our annual favourite: Odd, edgy, and envelope-pushing magazine innovations (look for the magazines that turn into flowers and print magazines as wifi hot spots!) Bottom line? This year, you can take this book home and say: Here’s a roadmap. Bon voyage! John Wilpers Juan Señor Juan Antonio Giner Co-editors Prescriptions instead of prognostications Major, successful innovations , especially in mobile, big data, video, and native advertising, are finally laying out a clear roadmap to success Editors JohnWilpers JuanSeñor JuanAntonioGiner wilpers@innovation-mediaconsulting.com senor@innovation-mediaconsulting.com giner@innovation-mediaconsulting.com INNOVATIONInternationalMediaConsulting-London www.innovation-mediaconsulting.com Design SpirosPolikandriotis Contributors PriscaAkhaya PetaAndersen RyanBoyden Marielys Cepeda DannyCheng CorneliusJ.David LilianneDeLaCalle TeaganRaeFardell GeoffreyGreen LarissaGreen KyleHardy LauraImkamp ShendiKatro CarlosKoteich MaryColetteMasteller JenniferMatthews ShannonS.May DevonOtt KristieReilly TimRyan ShaunaSasso NicoleTroelstrup EluzVilchez KorshaWilson LilyYuhas Cover DeborahWithey Marketing, sales and finance MartaTorres Advertising StuartHands Stuart@fipp.com Publishers ChrisLlewellyn HelenBland FIPP-theworldwidemagazinemediaassociation www.fipp.com chris@fipp.com helen@fipp.com InnovationsinMagazinesMedia2014WorldReport 5keys to success: 1. Mobile will be the dominant platform 2. Video will be the dominant mode; 3. Native advertising will be dominant vehicle; 4. Programmatic will be dominant method; 5. Big data will drive more decision Thursday, 5 June 14
  • 18. ooks about innovation are often guesswork. Maybe this idea will work. Or this one. Or that one. Maybe…. In years past, we have published a lot of those types of case studies. We often felt as though we were like the editors of the famous US long-range weather-predicting publication, The Farmer’s Almanac: Looking at the best available data and hazarding our best guess. Not this year. This year we feel like editors of a guide rather than a forecast. Among many others, five major changes are exploding on the magazine media scene that will definitely affect publishing for years B to come: mobile as the dominant platform, big data, programmatic advertising, video, and native advertising. This past year was stunning for the speed with which these five phenomena moved from the idea, early adoption, or too-resource-in- tensive stage to becoming accessible, critical elements of publishing. Mobile will very soon become the dominant platform for information distribution and consumption, and it is so revolutionary that some are calling it a “do-over” chance for legacy media who got the whole internet thing so terribly wrong. Meanwhile, video has also quickly become themosteffective,mostpowerful,andfastest -growing method of delivering content and advertising to the largest audience, all inwaysthatareincreasinglyaccessibletoall publishers, not just those with big budgets. Programmatic advertising suddenly ap- pears on its way to becoming the way most ads will be sold and scheduled Big data is now able to put serious science and analysis behind every decision, from content to advertising to new products to customer relations. Not that every decision should be data-driven--but we’re fools to ignore it. And, finally, native advertising is revo- lutionising the world of content, advertiser -magazine relationships, advertiser-reader relationships, and revenue models. Of course, there is a lot more in this book, including case studies about programmatic advertising, e- and m-commerce, Google Glass, paywalls, innovation labs, e-newslet- ters, publishing frequency, startups to watch, events as revenue producers, and more. And, of course, our annual favourite: Odd, edgy, and envelope-pushing magazine innovations (look for the magazines that turn into flowers and print magazines as wifi hot spots!) Bottom line? This year, you can take this book home and say: Here’s a roadmap. Bon voyage! John Wilpers Juan Señor Juan Antonio Giner Co-editors Prescriptions instead of prognostications Major, successful innovations , especially in mobile, big data, video, and native advertising, are finally laying out a clear roadmap to success Editors JohnWilpers JuanSeñor JuanAntonioGiner wilpers@innovation-mediaconsulting.com senor@innovation-mediaconsulting.com giner@innovation-mediaconsulting.com INNOVATIONInternationalMediaConsulting-London www.innovation-mediaconsulting.com Design SpirosPolikandriotis Contributors PriscaAkhaya PetaAndersen RyanBoyden Marielys Cepeda DannyCheng CorneliusJ.David LilianneDeLaCalle TeaganRaeFardell GeoffreyGreen LarissaGreen KyleHardy LauraImkamp ShendiKatro CarlosKoteich MaryColetteMasteller JenniferMatthews ShannonS.May DevonOtt KristieReilly TimRyan ShaunaSasso NicoleTroelstrup EluzVilchez KorshaWilson LilyYuhas Cover DeborahWithey Marketing, sales and finance MartaTorres Advertising StuartHands Stuart@fipp.com Publishers ChrisLlewellyn HelenBland FIPP-theworldwidemagazinemediaassociation www.fipp.com chris@fipp.com helen@fipp.com InnovationsinMagazinesMedia2014WorldReport Thursday, 5 June 14
  • 19. InnovationsinMagazinesMedia2013WorldReport digital may be, will be, could be... ...digital is Thursday, 5 June 14
  • 20. InnovationsinMagazinesMedia2013WorldReport MOBILE MOMENT Thursday, 5 June 14
  • 21. InnovationsinMagazinesMedia2013WorldReport INNOVATION Thursday, 5 June 14
  • 22. We have seen the future, and it looks like mobile Smartphone and tablet ownership is skyrocketing; some magazines are getting 30-50 per cent of their traffic now from mobile Laura Imkamp 2017 world 1.8B smartphonesales 82% oftotalmobile phonessold of adults own a smartphone adults own a tablet 60% 40% US mobile phones smartphones 6.8B 90% of adults own a smartphone 55% Europe Big Five smartphones units sold in 2013, representing sales of 2013 an increase of 11% over 2012 230M 2017 tablet owners 55% $120B Western Europe China smartphone growth smartphone users smartphone users 19% 100M 200M Africa 20182013 Tablets are the most preferred device for leisure and entertainment activities t is late 2013. A motley crew of passengers is boarding a small commuter plane at a modest airport in Nova Scotia, Canada. One of those passengers is a good-natured gentleman with a mammoth, indeed infamous beard that alone has attracted 465 Twitter fol- lowers. That same bearded gentleman is also a new media pioneer, notorious in Silicon Valley and Silicon Alley alike for taking and winning big bets on digital innovations. He’s very pleased this morning. As he sur- veys the passengers around him, hhe sees that, other than the man sitting next to him reading an old-fashioned newspaper, everyone else is reading a tablet. That makes Jim Dalrymple very happy. “I love the fact that even users are coming around,” he said. “It’s time for the publishers to come around as well.” It’s been roughly three and a half years since the launch of the iPad - six and a half years after the first iPhone came out - and we are in or fast approaching the “Golden Age of Mobile,” according to mobile industry consultant and author Chetan Sharma. “We are entering the ‘Connected Intelli- gence’ era,” Sharma wrote last summer. “These two operative words are going to define the next phase of human evolution and are going to dramatically change every industry vertical from the ground up. Welcome to the Golden Age of Mobile.” Sharma’s words come at a time when the dramatic changes and uncertainty of the last decade in the publishing industry are begin- ning to gel into a vision of the future that has “mobile” front and centre. Globally, the smartphone market passed a major milestone in 2013, with 1bn devices sold during the year, according to the research company International Data Corp (IDC). Global tablet sales surged 50 per cent in 2013 and mo- bile sales surpassed PC sales for the first time, at the end of 2013, according to IDC. By 2017, smartphone sales will hit 1.8 billion representing 82 per cent of total mobile phones sold, according to Smartphone Quarterly. Nearly two thirds of US adults own a smart- phone, and roughly 40 per cent have a tablet, according to 2013 research from the Pew Re- search Centre. In Europe, smartphones have a 55 per cent market share in Europe’s Big Five countries (Germany, UK, France, Italy, and Spain), according to comScore. In Western Europe, shipments of tablets and smartphones ex- ceeded 230 million units in 2013 and revenues approached $120 billion — an increase of 11 per cent compared with 2012, according to I Sources:SmartPhoneQuarterly,PewResearchCentre,comScore,IDC,ChinaTelecommunicationsSectorandTheGuardian, InnovationsinMagazinesMedia2014WorldReport Thursday, 5 June 14
  • 23. We have seen the future, and it looks like mobile Smartphone and tablet ownership is skyrocketing; some magazines are getting 30-50 per cent of their traffic now from mobile Laura Imkamp 2017 world 1.8B smartphonesales 82% oftotalmobile phonessold of adults own a smartphone adults own a tablet 60% 40% US mobile phones smartphones 6.8B 90% of adults own a smartphone 55% Europe Big Five smartphones units sold in 2013, representing sales of 2013 an increase of 11% over 2012 230M 2017 tablet owners 55% $120B Western Europe China smartphone growth smartphone users smartphone users 19% 100M 200M Africa 20182013 Tablets are the most preferred device for leisure and entertainment activities t is late 2013. A motley crew of passengers is boarding a small commuter plane at a modest airport in Nova Scotia, Canada. One of those passengers is a good-natured gentleman with a mammoth, indeed infamous beard that alone has attracted 465 Twitter fol- lowers. That same bearded gentleman is also a new media pioneer, notorious in Silicon Valley and Silicon Alley alike for taking and winning big bets on digital innovations. He’s very pleased this morning. As he sur- veys the passengers around him, hhe sees that, other than the man sitting next to him reading an old-fashioned newspaper, everyone else is reading a tablet. That makes Jim Dalrymple very happy. “I love the fact that even users are coming around,” he said. “It’s time for the publishers to come around as well.” It’s been roughly three and a half years since the launch of the iPad - six and a half years after the first iPhone came out - and we are in or fast approaching the “Golden Age of Mobile,” according to mobile industry consultant and author Chetan Sharma. “We are entering the ‘Connected Intelli- gence’ era,” Sharma wrote last summer. “These two operative words are going to define the next phase of human evolution and are going to dramatically change every industry vertical from the ground up. Welcome to the Golden Age of Mobile.” Sharma’s words come at a time when the dramatic changes and uncertainty of the last decade in the publishing industry are begin- ning to gel into a vision of the future that has “mobile” front and centre. Globally, the smartphone market passed a major milestone in 2013, with 1bn devices sold during the year, according to the research company International Data Corp (IDC). Global tablet sales surged 50 per cent in 2013 and mo- bile sales surpassed PC sales for the first time, at the end of 2013, according to IDC. By 2017, smartphone sales will hit 1.8 billion representing 82 per cent of total mobile phones sold, according to Smartphone Quarterly. Nearly two thirds of US adults own a smart- phone, and roughly 40 per cent have a tablet, according to 2013 research from the Pew Re- search Centre. In Europe, smartphones have a 55 per cent market share in Europe’s Big Five countries (Germany, UK, France, Italy, and Spain), according to comScore. In Western Europe, shipments of tablets and smartphones ex- ceeded 230 million units in 2013 and revenues approached $120 billion — an increase of 11 per cent compared with 2012, according to I Sources:SmartPhoneQuarterly,PewResearchCentre,comScore,IDC,ChinaTelecommunicationsSectorandTheGuardian, InnovationsinMagazinesMedia2014WorldReport Mobile major milestones in ’13: Thursday, 5 June 14
  • 24. We have seen the future, and it looks like mobile Smartphone and tablet ownership is skyrocketing; some magazines are getting 30-50 per cent of their traffic now from mobile Laura Imkamp 2017 world 1.8B smartphonesales 82% oftotalmobile phonessold of adults own a smartphone adults own a tablet 60% 40% US mobile phones smartphones 6.8B 90% of adults own a smartphone 55% Europe Big Five smartphones units sold in 2013, representing sales of 2013 an increase of 11% over 2012 230M 2017 tablet owners 55% $120B Western Europe China smartphone growth smartphone users smartphone users 19% 100M 200M Africa 20182013 Tablets are the most preferred device for leisure and entertainment activities t is late 2013. A motley crew of passengers is boarding a small commuter plane at a modest airport in Nova Scotia, Canada. One of those passengers is a good-natured gentleman with a mammoth, indeed infamous beard that alone has attracted 465 Twitter fol- lowers. That same bearded gentleman is also a new media pioneer, notorious in Silicon Valley and Silicon Alley alike for taking and winning big bets on digital innovations. He’s very pleased this morning. As he sur- veys the passengers around him, hhe sees that, other than the man sitting next to him reading an old-fashioned newspaper, everyone else is reading a tablet. That makes Jim Dalrymple very happy. “I love the fact that even users are coming around,” he said. “It’s time for the publishers to come around as well.” It’s been roughly three and a half years since the launch of the iPad - six and a half years after the first iPhone came out - and we are in or fast approaching the “Golden Age of Mobile,” according to mobile industry consultant and author Chetan Sharma. “We are entering the ‘Connected Intelli- gence’ era,” Sharma wrote last summer. “These two operative words are going to define the next phase of human evolution and are going to dramatically change every industry vertical from the ground up. Welcome to the Golden Age of Mobile.” Sharma’s words come at a time when the dramatic changes and uncertainty of the last decade in the publishing industry are begin- ning to gel into a vision of the future that has “mobile” front and centre. Globally, the smartphone market passed a major milestone in 2013, with 1bn devices sold during the year, according to the research company International Data Corp (IDC). Global tablet sales surged 50 per cent in 2013 and mo- bile sales surpassed PC sales for the first time, at the end of 2013, according to IDC. By 2017, smartphone sales will hit 1.8 billion representing 82 per cent of total mobile phones sold, according to Smartphone Quarterly. Nearly two thirds of US adults own a smart- phone, and roughly 40 per cent have a tablet, according to 2013 research from the Pew Re- search Centre. In Europe, smartphones have a 55 per cent market share in Europe’s Big Five countries (Germany, UK, France, Italy, and Spain), according to comScore. In Western Europe, shipments of tablets and smartphones ex- ceeded 230 million units in 2013 and revenues approached $120 billion — an increase of 11 per cent compared with 2012, according to I Sources:SmartPhoneQuarterly,PewResearchCentre,comScore,IDC,ChinaTelecommunicationsSectorandTheGuardian, InnovationsinMagazinesMedia2014WorldReport Mobile major milestones in ’13: Thursday, 5 June 14
  • 25. We have seen the future, and it looks like mobile Smartphone and tablet ownership is skyrocketing; some magazines are getting 30-50 per cent of their traffic now from mobile Laura Imkamp 2017 world 1.8B smartphonesales 82% oftotalmobile phonessold of adults own a smartphone adults own a tablet 60% 40% US mobile phones smartphones 6.8B 90% of adults own a smartphone 55% Europe Big Five smartphones units sold in 2013, representing sales of 2013 an increase of 11% over 2012 230M 2017 tablet owners 55% $120B Western Europe China smartphone growth smartphone users smartphone users 19% 100M 200M Africa 20182013 Tablets are the most preferred device for leisure and entertainment activities t is late 2013. A motley crew of passengers is boarding a small commuter plane at a modest airport in Nova Scotia, Canada. One of those passengers is a good-natured gentleman with a mammoth, indeed infamous beard that alone has attracted 465 Twitter fol- lowers. That same bearded gentleman is also a new media pioneer, notorious in Silicon Valley and Silicon Alley alike for taking and winning big bets on digital innovations. He’s very pleased this morning. As he sur- veys the passengers around him, hhe sees that, other than the man sitting next to him reading an old-fashioned newspaper, everyone else is reading a tablet. That makes Jim Dalrymple very happy. “I love the fact that even users are coming around,” he said. “It’s time for the publishers to come around as well.” It’s been roughly three and a half years since the launch of the iPad - six and a half years after the first iPhone came out - and we are in or fast approaching the “Golden Age of Mobile,” according to mobile industry consultant and author Chetan Sharma. “We are entering the ‘Connected Intelli- gence’ era,” Sharma wrote last summer. “These two operative words are going to define the next phase of human evolution and are going to dramatically change every industry vertical from the ground up. Welcome to the Golden Age of Mobile.” Sharma’s words come at a time when the dramatic changes and uncertainty of the last decade in the publishing industry are begin- ning to gel into a vision of the future that has “mobile” front and centre. Globally, the smartphone market passed a major milestone in 2013, with 1bn devices sold during the year, according to the research company International Data Corp (IDC). Global tablet sales surged 50 per cent in 2013 and mo- bile sales surpassed PC sales for the first time, at the end of 2013, according to IDC. By 2017, smartphone sales will hit 1.8 billion representing 82 per cent of total mobile phones sold, according to Smartphone Quarterly. Nearly two thirds of US adults own a smart- phone, and roughly 40 per cent have a tablet, according to 2013 research from the Pew Re- search Centre. In Europe, smartphones have a 55 per cent market share in Europe’s Big Five countries (Germany, UK, France, Italy, and Spain), according to comScore. In Western Europe, shipments of tablets and smartphones ex- ceeded 230 million units in 2013 and revenues approached $120 billion — an increase of 11 per cent compared with 2012, according to I Sources:SmartPhoneQuarterly,PewResearchCentre,comScore,IDC,ChinaTelecommunicationsSectorandTheGuardian, InnovationsinMagazinesMedia2014WorldReport Mobile major milestones in ’13: • 1 billion smartphones sold Thursday, 5 June 14
  • 26. We have seen the future, and it looks like mobile Smartphone and tablet ownership is skyrocketing; some magazines are getting 30-50 per cent of their traffic now from mobile Laura Imkamp 2017 world 1.8B smartphonesales 82% oftotalmobile phonessold of adults own a smartphone adults own a tablet 60% 40% US mobile phones smartphones 6.8B 90% of adults own a smartphone 55% Europe Big Five smartphones units sold in 2013, representing sales of 2013 an increase of 11% over 2012 230M 2017 tablet owners 55% $120B Western Europe China smartphone growth smartphone users smartphone users 19% 100M 200M Africa 20182013 Tablets are the most preferred device for leisure and entertainment activities t is late 2013. A motley crew of passengers is boarding a small commuter plane at a modest airport in Nova Scotia, Canada. One of those passengers is a good-natured gentleman with a mammoth, indeed infamous beard that alone has attracted 465 Twitter fol- lowers. That same bearded gentleman is also a new media pioneer, notorious in Silicon Valley and Silicon Alley alike for taking and winning big bets on digital innovations. He’s very pleased this morning. As he sur- veys the passengers around him, hhe sees that, other than the man sitting next to him reading an old-fashioned newspaper, everyone else is reading a tablet. That makes Jim Dalrymple very happy. “I love the fact that even users are coming around,” he said. “It’s time for the publishers to come around as well.” It’s been roughly three and a half years since the launch of the iPad - six and a half years after the first iPhone came out - and we are in or fast approaching the “Golden Age of Mobile,” according to mobile industry consultant and author Chetan Sharma. “We are entering the ‘Connected Intelli- gence’ era,” Sharma wrote last summer. “These two operative words are going to define the next phase of human evolution and are going to dramatically change every industry vertical from the ground up. Welcome to the Golden Age of Mobile.” Sharma’s words come at a time when the dramatic changes and uncertainty of the last decade in the publishing industry are begin- ning to gel into a vision of the future that has “mobile” front and centre. Globally, the smartphone market passed a major milestone in 2013, with 1bn devices sold during the year, according to the research company International Data Corp (IDC). Global tablet sales surged 50 per cent in 2013 and mo- bile sales surpassed PC sales for the first time, at the end of 2013, according to IDC. By 2017, smartphone sales will hit 1.8 billion representing 82 per cent of total mobile phones sold, according to Smartphone Quarterly. Nearly two thirds of US adults own a smart- phone, and roughly 40 per cent have a tablet, according to 2013 research from the Pew Re- search Centre. In Europe, smartphones have a 55 per cent market share in Europe’s Big Five countries (Germany, UK, France, Italy, and Spain), according to comScore. In Western Europe, shipments of tablets and smartphones ex- ceeded 230 million units in 2013 and revenues approached $120 billion — an increase of 11 per cent compared with 2012, according to I Sources:SmartPhoneQuarterly,PewResearchCentre,comScore,IDC,ChinaTelecommunicationsSectorandTheGuardian, InnovationsinMagazinesMedia2014WorldReport Mobile major milestones in ’13: • 1 billion smartphones sold • Global tablet sales up 50% Thursday, 5 June 14
  • 27. We have seen the future, and it looks like mobile Smartphone and tablet ownership is skyrocketing; some magazines are getting 30-50 per cent of their traffic now from mobile Laura Imkamp 2017 world 1.8B smartphonesales 82% oftotalmobile phonessold of adults own a smartphone adults own a tablet 60% 40% US mobile phones smartphones 6.8B 90% of adults own a smartphone 55% Europe Big Five smartphones units sold in 2013, representing sales of 2013 an increase of 11% over 2012 230M 2017 tablet owners 55% $120B Western Europe China smartphone growth smartphone users smartphone users 19% 100M 200M Africa 20182013 Tablets are the most preferred device for leisure and entertainment activities t is late 2013. A motley crew of passengers is boarding a small commuter plane at a modest airport in Nova Scotia, Canada. One of those passengers is a good-natured gentleman with a mammoth, indeed infamous beard that alone has attracted 465 Twitter fol- lowers. That same bearded gentleman is also a new media pioneer, notorious in Silicon Valley and Silicon Alley alike for taking and winning big bets on digital innovations. He’s very pleased this morning. As he sur- veys the passengers around him, hhe sees that, other than the man sitting next to him reading an old-fashioned newspaper, everyone else is reading a tablet. That makes Jim Dalrymple very happy. “I love the fact that even users are coming around,” he said. “It’s time for the publishers to come around as well.” It’s been roughly three and a half years since the launch of the iPad - six and a half years after the first iPhone came out - and we are in or fast approaching the “Golden Age of Mobile,” according to mobile industry consultant and author Chetan Sharma. “We are entering the ‘Connected Intelli- gence’ era,” Sharma wrote last summer. “These two operative words are going to define the next phase of human evolution and are going to dramatically change every industry vertical from the ground up. Welcome to the Golden Age of Mobile.” Sharma’s words come at a time when the dramatic changes and uncertainty of the last decade in the publishing industry are begin- ning to gel into a vision of the future that has “mobile” front and centre. Globally, the smartphone market passed a major milestone in 2013, with 1bn devices sold during the year, according to the research company International Data Corp (IDC). Global tablet sales surged 50 per cent in 2013 and mo- bile sales surpassed PC sales for the first time, at the end of 2013, according to IDC. By 2017, smartphone sales will hit 1.8 billion representing 82 per cent of total mobile phones sold, according to Smartphone Quarterly. Nearly two thirds of US adults own a smart- phone, and roughly 40 per cent have a tablet, according to 2013 research from the Pew Re- search Centre. In Europe, smartphones have a 55 per cent market share in Europe’s Big Five countries (Germany, UK, France, Italy, and Spain), according to comScore. In Western Europe, shipments of tablets and smartphones ex- ceeded 230 million units in 2013 and revenues approached $120 billion — an increase of 11 per cent compared with 2012, according to I Sources:SmartPhoneQuarterly,PewResearchCentre,comScore,IDC,ChinaTelecommunicationsSectorandTheGuardian, InnovationsinMagazinesMedia2014WorldReport Mobile major milestones in ’13: • 1 billion smartphones sold • Global tablet sales up 50% • Mobile sales passed PC sales for first time Thursday, 5 June 14
  • 28. We have seen the future, and it looks like mobile Smartphone and tablet ownership is skyrocketing; some magazines are getting 30-50 per cent of their traffic now from mobile Laura Imkamp 2017 world 1.8B smartphonesales 82% oftotalmobile phonessold of adults own a smartphone adults own a tablet 60% 40% US mobile phones smartphones 6.8B 90% of adults own a smartphone 55% Europe Big Five smartphones units sold in 2013, representing sales of 2013 an increase of 11% over 2012 230M 2017 tablet owners 55% $120B Western Europe China smartphone growth smartphone users smartphone users 19% 100M 200M Africa 20182013 Tablets are the most preferred device for leisure and entertainment activities t is late 2013. A motley crew of passengers is boarding a small commuter plane at a modest airport in Nova Scotia, Canada. One of those passengers is a good-natured gentleman with a mammoth, indeed infamous beard that alone has attracted 465 Twitter fol- lowers. That same bearded gentleman is also a new media pioneer, notorious in Silicon Valley and Silicon Alley alike for taking and winning big bets on digital innovations. He’s very pleased this morning. As he sur- veys the passengers around him, hhe sees that, other than the man sitting next to him reading an old-fashioned newspaper, everyone else is reading a tablet. That makes Jim Dalrymple very happy. “I love the fact that even users are coming around,” he said. “It’s time for the publishers to come around as well.” It’s been roughly three and a half years since the launch of the iPad - six and a half years after the first iPhone came out - and we are in or fast approaching the “Golden Age of Mobile,” according to mobile industry consultant and author Chetan Sharma. “We are entering the ‘Connected Intelli- gence’ era,” Sharma wrote last summer. “These two operative words are going to define the next phase of human evolution and are going to dramatically change every industry vertical from the ground up. Welcome to the Golden Age of Mobile.” Sharma’s words come at a time when the dramatic changes and uncertainty of the last decade in the publishing industry are begin- ning to gel into a vision of the future that has “mobile” front and centre. Globally, the smartphone market passed a major milestone in 2013, with 1bn devices sold during the year, according to the research company International Data Corp (IDC). Global tablet sales surged 50 per cent in 2013 and mo- bile sales surpassed PC sales for the first time, at the end of 2013, according to IDC. By 2017, smartphone sales will hit 1.8 billion representing 82 per cent of total mobile phones sold, according to Smartphone Quarterly. Nearly two thirds of US adults own a smart- phone, and roughly 40 per cent have a tablet, according to 2013 research from the Pew Re- search Centre. In Europe, smartphones have a 55 per cent market share in Europe’s Big Five countries (Germany, UK, France, Italy, and Spain), according to comScore. In Western Europe, shipments of tablets and smartphones ex- ceeded 230 million units in 2013 and revenues approached $120 billion — an increase of 11 per cent compared with 2012, according to I Sources:SmartPhoneQuarterly,PewResearchCentre,comScore,IDC,ChinaTelecommunicationsSectorandTheGuardian, InnovationsinMagazinesMedia2014WorldReport Thursday, 5 June 14
  • 29. We have seen the future, and it looks like mobile Smartphone and tablet ownership is skyrocketing; some magazines are getting 30-50 per cent of their traffic now from mobile Laura Imkamp 2017 world 1.8B smartphonesales 82% oftotalmobile phonessold of adults own a smartphone adults own a tablet 60% 40% US mobile phones smartphones 6.8B 90% of adults own a smartphone 55% Europe Big Five smartphones units sold in 2013, representing sales of 2013 an increase of 11% over 2012 230M 2017 tablet owners 55% $120B Western Europe China smartphone growth smartphone users smartphone users 19% 100M 200M Africa 20182013 Tablets are the most preferred device for leisure and entertainment activities t is late 2013. A motley crew of passengers is boarding a small commuter plane at a modest airport in Nova Scotia, Canada. One of those passengers is a good-natured gentleman with a mammoth, indeed infamous beard that alone has attracted 465 Twitter fol- lowers. That same bearded gentleman is also a new media pioneer, notorious in Silicon Valley and Silicon Alley alike for taking and winning big bets on digital innovations. He’s very pleased this morning. As he sur- veys the passengers around him, hhe sees that, other than the man sitting next to him reading an old-fashioned newspaper, everyone else is reading a tablet. That makes Jim Dalrymple very happy. “I love the fact that even users are coming around,” he said. “It’s time for the publishers to come around as well.” It’s been roughly three and a half years since the launch of the iPad - six and a half years after the first iPhone came out - and we are in or fast approaching the “Golden Age of Mobile,” according to mobile industry consultant and author Chetan Sharma. “We are entering the ‘Connected Intelli- gence’ era,” Sharma wrote last summer. “These two operative words are going to define the next phase of human evolution and are going to dramatically change every industry vertical from the ground up. Welcome to the Golden Age of Mobile.” Sharma’s words come at a time when the dramatic changes and uncertainty of the last decade in the publishing industry are begin- ning to gel into a vision of the future that has “mobile” front and centre. Globally, the smartphone market passed a major milestone in 2013, with 1bn devices sold during the year, according to the research company International Data Corp (IDC). Global tablet sales surged 50 per cent in 2013 and mo- bile sales surpassed PC sales for the first time, at the end of 2013, according to IDC. By 2017, smartphone sales will hit 1.8 billion representing 82 per cent of total mobile phones sold, according to Smartphone Quarterly. Nearly two thirds of US adults own a smart- phone, and roughly 40 per cent have a tablet, according to 2013 research from the Pew Re- search Centre. In Europe, smartphones have a 55 per cent market share in Europe’s Big Five countries (Germany, UK, France, Italy, and Spain), according to comScore. In Western Europe, shipments of tablets and smartphones ex- ceeded 230 million units in 2013 and revenues approached $120 billion — an increase of 11 per cent compared with 2012, according to I Sources:SmartPhoneQuarterly,PewResearchCentre,comScore,IDC,ChinaTelecommunicationsSectorandTheGuardian, InnovationsinMagazinesMedia2014WorldReport By 2017: Smartphones will hit 1.8 bn or 82% of mobile sales Thursday, 5 June 14
  • 30. We have seen the future, and it looks like mobile Smartphone and tablet ownership is skyrocketing; some magazines are getting 30-50 per cent of their traffic now from mobile Laura Imkamp 2017 world 1.8B smartphonesales 82% oftotalmobile phonessold of adults own a smartphone adults own a tablet 60% 40% US mobile phones smartphones 6.8B 90% of adults own a smartphone 55% Europe Big Five smartphones units sold in 2013, representing sales of 2013 an increase of 11% over 2012 230M 2017 tablet owners 55% $120B Western Europe China smartphone growth smartphone users smartphone users 19% 100M 200M Africa 20182013 Tablets are the most preferred device for leisure and entertainment activities t is late 2013. A motley crew of passengers is boarding a small commuter plane at a modest airport in Nova Scotia, Canada. One of those passengers is a good-natured gentleman with a mammoth, indeed infamous beard that alone has attracted 465 Twitter fol- lowers. That same bearded gentleman is also a new media pioneer, notorious in Silicon Valley and Silicon Alley alike for taking and winning big bets on digital innovations. He’s very pleased this morning. As he sur- veys the passengers around him, hhe sees that, other than the man sitting next to him reading an old-fashioned newspaper, everyone else is reading a tablet. That makes Jim Dalrymple very happy. “I love the fact that even users are coming around,” he said. “It’s time for the publishers to come around as well.” It’s been roughly three and a half years since the launch of the iPad - six and a half years after the first iPhone came out - and we are in or fast approaching the “Golden Age of Mobile,” according to mobile industry consultant and author Chetan Sharma. “We are entering the ‘Connected Intelli- gence’ era,” Sharma wrote last summer. “These two operative words are going to define the next phase of human evolution and are going to dramatically change every industry vertical from the ground up. Welcome to the Golden Age of Mobile.” Sharma’s words come at a time when the dramatic changes and uncertainty of the last decade in the publishing industry are begin- ning to gel into a vision of the future that has “mobile” front and centre. Globally, the smartphone market passed a major milestone in 2013, with 1bn devices sold during the year, according to the research company International Data Corp (IDC). Global tablet sales surged 50 per cent in 2013 and mo- bile sales surpassed PC sales for the first time, at the end of 2013, according to IDC. By 2017, smartphone sales will hit 1.8 billion representing 82 per cent of total mobile phones sold, according to Smartphone Quarterly. Nearly two thirds of US adults own a smart- phone, and roughly 40 per cent have a tablet, according to 2013 research from the Pew Re- search Centre. In Europe, smartphones have a 55 per cent market share in Europe’s Big Five countries (Germany, UK, France, Italy, and Spain), according to comScore. In Western Europe, shipments of tablets and smartphones ex- ceeded 230 million units in 2013 and revenues approached $120 billion — an increase of 11 per cent compared with 2012, according to I Sources:SmartPhoneQuarterly,PewResearchCentre,comScore,IDC,ChinaTelecommunicationsSectorandTheGuardian, InnovationsinMagazinesMedia2014WorldReport Thursday, 5 June 14
  • 31. We have seen the future, and it looks like mobile Smartphone and tablet ownership is skyrocketing; some magazines are getting 30-50 per cent of their traffic now from mobile Laura Imkamp 2017 world 1.8B smartphonesales 82% oftotalmobile phonessold of adults own a smartphone adults own a tablet 60% 40% US mobile phones smartphones 6.8B 90% of adults own a smartphone 55% Europe Big Five smartphones units sold in 2013, representing sales of 2013 an increase of 11% over 2012 230M 2017 tablet owners 55% $120B Western Europe China smartphone growth smartphone users smartphone users 19% 100M 200M Africa 20182013 Tablets are the most preferred device for leisure and entertainment activities t is late 2013. A motley crew of passengers is boarding a small commuter plane at a modest airport in Nova Scotia, Canada. One of those passengers is a good-natured gentleman with a mammoth, indeed infamous beard that alone has attracted 465 Twitter fol- lowers. That same bearded gentleman is also a new media pioneer, notorious in Silicon Valley and Silicon Alley alike for taking and winning big bets on digital innovations. He’s very pleased this morning. As he sur- veys the passengers around him, hhe sees that, other than the man sitting next to him reading an old-fashioned newspaper, everyone else is reading a tablet. That makes Jim Dalrymple very happy. “I love the fact that even users are coming around,” he said. “It’s time for the publishers to come around as well.” It’s been roughly three and a half years since the launch of the iPad - six and a half years after the first iPhone came out - and we are in or fast approaching the “Golden Age of Mobile,” according to mobile industry consultant and author Chetan Sharma. “We are entering the ‘Connected Intelli- gence’ era,” Sharma wrote last summer. “These two operative words are going to define the next phase of human evolution and are going to dramatically change every industry vertical from the ground up. Welcome to the Golden Age of Mobile.” Sharma’s words come at a time when the dramatic changes and uncertainty of the last decade in the publishing industry are begin- ning to gel into a vision of the future that has “mobile” front and centre. Globally, the smartphone market passed a major milestone in 2013, with 1bn devices sold during the year, according to the research company International Data Corp (IDC). Global tablet sales surged 50 per cent in 2013 and mo- bile sales surpassed PC sales for the first time, at the end of 2013, according to IDC. By 2017, smartphone sales will hit 1.8 billion representing 82 per cent of total mobile phones sold, according to Smartphone Quarterly. Nearly two thirds of US adults own a smart- phone, and roughly 40 per cent have a tablet, according to 2013 research from the Pew Re- search Centre. In Europe, smartphones have a 55 per cent market share in Europe’s Big Five countries (Germany, UK, France, Italy, and Spain), according to comScore. In Western Europe, shipments of tablets and smartphones ex- ceeded 230 million units in 2013 and revenues approached $120 billion — an increase of 11 per cent compared with 2012, according to I Sources:SmartPhoneQuarterly,PewResearchCentre,comScore,IDC,ChinaTelecommunicationsSectorandTheGuardian, InnovationsinMagazinesMedia2014WorldReport More mobile projections: Thursday, 5 June 14
  • 32. We have seen the future, and it looks like mobile Smartphone and tablet ownership is skyrocketing; some magazines are getting 30-50 per cent of their traffic now from mobile Laura Imkamp 2017 world 1.8B smartphonesales 82% oftotalmobile phonessold of adults own a smartphone adults own a tablet 60% 40% US mobile phones smartphones 6.8B 90% of adults own a smartphone 55% Europe Big Five smartphones units sold in 2013, representing sales of 2013 an increase of 11% over 2012 230M 2017 tablet owners 55% $120B Western Europe China smartphone growth smartphone users smartphone users 19% 100M 200M Africa 20182013 Tablets are the most preferred device for leisure and entertainment activities t is late 2013. A motley crew of passengers is boarding a small commuter plane at a modest airport in Nova Scotia, Canada. One of those passengers is a good-natured gentleman with a mammoth, indeed infamous beard that alone has attracted 465 Twitter fol- lowers. That same bearded gentleman is also a new media pioneer, notorious in Silicon Valley and Silicon Alley alike for taking and winning big bets on digital innovations. He’s very pleased this morning. As he sur- veys the passengers around him, hhe sees that, other than the man sitting next to him reading an old-fashioned newspaper, everyone else is reading a tablet. That makes Jim Dalrymple very happy. “I love the fact that even users are coming around,” he said. “It’s time for the publishers to come around as well.” It’s been roughly three and a half years since the launch of the iPad - six and a half years after the first iPhone came out - and we are in or fast approaching the “Golden Age of Mobile,” according to mobile industry consultant and author Chetan Sharma. “We are entering the ‘Connected Intelli- gence’ era,” Sharma wrote last summer. “These two operative words are going to define the next phase of human evolution and are going to dramatically change every industry vertical from the ground up. Welcome to the Golden Age of Mobile.” Sharma’s words come at a time when the dramatic changes and uncertainty of the last decade in the publishing industry are begin- ning to gel into a vision of the future that has “mobile” front and centre. Globally, the smartphone market passed a major milestone in 2013, with 1bn devices sold during the year, according to the research company International Data Corp (IDC). Global tablet sales surged 50 per cent in 2013 and mo- bile sales surpassed PC sales for the first time, at the end of 2013, according to IDC. By 2017, smartphone sales will hit 1.8 billion representing 82 per cent of total mobile phones sold, according to Smartphone Quarterly. Nearly two thirds of US adults own a smart- phone, and roughly 40 per cent have a tablet, according to 2013 research from the Pew Re- search Centre. In Europe, smartphones have a 55 per cent market share in Europe’s Big Five countries (Germany, UK, France, Italy, and Spain), according to comScore. In Western Europe, shipments of tablets and smartphones ex- ceeded 230 million units in 2013 and revenues approached $120 billion — an increase of 11 per cent compared with 2012, according to I Sources:SmartPhoneQuarterly,PewResearchCentre,comScore,IDC,ChinaTelecommunicationsSectorandTheGuardian, InnovationsinMagazinesMedia2014WorldReport More mobile projections: • Tablet ownership will quadruple by 2017 Thursday, 5 June 14
  • 33. We have seen the future, and it looks like mobile Smartphone and tablet ownership is skyrocketing; some magazines are getting 30-50 per cent of their traffic now from mobile Laura Imkamp 2017 world 1.8B smartphonesales 82% oftotalmobile phonessold of adults own a smartphone adults own a tablet 60% 40% US mobile phones smartphones 6.8B 90% of adults own a smartphone 55% Europe Big Five smartphones units sold in 2013, representing sales of 2013 an increase of 11% over 2012 230M 2017 tablet owners 55% $120B Western Europe China smartphone growth smartphone users smartphone users 19% 100M 200M Africa 20182013 Tablets are the most preferred device for leisure and entertainment activities t is late 2013. A motley crew of passengers is boarding a small commuter plane at a modest airport in Nova Scotia, Canada. One of those passengers is a good-natured gentleman with a mammoth, indeed infamous beard that alone has attracted 465 Twitter fol- lowers. That same bearded gentleman is also a new media pioneer, notorious in Silicon Valley and Silicon Alley alike for taking and winning big bets on digital innovations. He’s very pleased this morning. As he sur- veys the passengers around him, hhe sees that, other than the man sitting next to him reading an old-fashioned newspaper, everyone else is reading a tablet. That makes Jim Dalrymple very happy. “I love the fact that even users are coming around,” he said. “It’s time for the publishers to come around as well.” It’s been roughly three and a half years since the launch of the iPad - six and a half years after the first iPhone came out - and we are in or fast approaching the “Golden Age of Mobile,” according to mobile industry consultant and author Chetan Sharma. “We are entering the ‘Connected Intelli- gence’ era,” Sharma wrote last summer. “These two operative words are going to define the next phase of human evolution and are going to dramatically change every industry vertical from the ground up. Welcome to the Golden Age of Mobile.” Sharma’s words come at a time when the dramatic changes and uncertainty of the last decade in the publishing industry are begin- ning to gel into a vision of the future that has “mobile” front and centre. Globally, the smartphone market passed a major milestone in 2013, with 1bn devices sold during the year, according to the research company International Data Corp (IDC). Global tablet sales surged 50 per cent in 2013 and mo- bile sales surpassed PC sales for the first time, at the end of 2013, according to IDC. By 2017, smartphone sales will hit 1.8 billion representing 82 per cent of total mobile phones sold, according to Smartphone Quarterly. Nearly two thirds of US adults own a smart- phone, and roughly 40 per cent have a tablet, according to 2013 research from the Pew Re- search Centre. In Europe, smartphones have a 55 per cent market share in Europe’s Big Five countries (Germany, UK, France, Italy, and Spain), according to comScore. In Western Europe, shipments of tablets and smartphones ex- ceeded 230 million units in 2013 and revenues approached $120 billion — an increase of 11 per cent compared with 2012, according to I Sources:SmartPhoneQuarterly,PewResearchCentre,comScore,IDC,ChinaTelecommunicationsSectorandTheGuardian, InnovationsinMagazinesMedia2014WorldReport More mobile projections: • Tablet ownership will quadruple by 2017 • Tablet ownership will be 55% in ’17 v. 7% in ’11 Thursday, 5 June 14
  • 34. We have seen the future, and it looks like mobile Smartphone and tablet ownership is skyrocketing; some magazines are getting 30-50 per cent of their traffic now from mobile Laura Imkamp 2017 world 1.8B smartphonesales 82% oftotalmobile phonessold of adults own a smartphone adults own a tablet 60% 40% US mobile phones smartphones 6.8B 90% of adults own a smartphone 55% Europe Big Five smartphones units sold in 2013, representing sales of 2013 an increase of 11% over 2012 230M 2017 tablet owners 55% $120B Western Europe China smartphone growth smartphone users smartphone users 19% 100M 200M Africa 20182013 Tablets are the most preferred device for leisure and entertainment activities t is late 2013. A motley crew of passengers is boarding a small commuter plane at a modest airport in Nova Scotia, Canada. One of those passengers is a good-natured gentleman with a mammoth, indeed infamous beard that alone has attracted 465 Twitter fol- lowers. That same bearded gentleman is also a new media pioneer, notorious in Silicon Valley and Silicon Alley alike for taking and winning big bets on digital innovations. He’s very pleased this morning. As he sur- veys the passengers around him, hhe sees that, other than the man sitting next to him reading an old-fashioned newspaper, everyone else is reading a tablet. That makes Jim Dalrymple very happy. “I love the fact that even users are coming around,” he said. “It’s time for the publishers to come around as well.” It’s been roughly three and a half years since the launch of the iPad - six and a half years after the first iPhone came out - and we are in or fast approaching the “Golden Age of Mobile,” according to mobile industry consultant and author Chetan Sharma. “We are entering the ‘Connected Intelli- gence’ era,” Sharma wrote last summer. “These two operative words are going to define the next phase of human evolution and are going to dramatically change every industry vertical from the ground up. Welcome to the Golden Age of Mobile.” Sharma’s words come at a time when the dramatic changes and uncertainty of the last decade in the publishing industry are begin- ning to gel into a vision of the future that has “mobile” front and centre. Globally, the smartphone market passed a major milestone in 2013, with 1bn devices sold during the year, according to the research company International Data Corp (IDC). Global tablet sales surged 50 per cent in 2013 and mo- bile sales surpassed PC sales for the first time, at the end of 2013, according to IDC. By 2017, smartphone sales will hit 1.8 billion representing 82 per cent of total mobile phones sold, according to Smartphone Quarterly. Nearly two thirds of US adults own a smart- phone, and roughly 40 per cent have a tablet, according to 2013 research from the Pew Re- search Centre. In Europe, smartphones have a 55 per cent market share in Europe’s Big Five countries (Germany, UK, France, Italy, and Spain), according to comScore. In Western Europe, shipments of tablets and smartphones ex- ceeded 230 million units in 2013 and revenues approached $120 billion — an increase of 11 per cent compared with 2012, according to I Sources:SmartPhoneQuarterly,PewResearchCentre,comScore,IDC,ChinaTelecommunicationsSectorandTheGuardian, InnovationsinMagazinesMedia2014WorldReport More mobile projections: • Tablet ownership will quadruple by 2017 • Tablet ownership will be 55% in ’17 v. 7% in ’11 • China: 9 of 10 phones sold are smartphones Thursday, 5 June 14
  • 35. We have seen the future, and it looks like mobile Smartphone and tablet ownership is skyrocketing; some magazines are getting 30-50 per cent of their traffic now from mobile Laura Imkamp 2017 world 1.8B smartphonesales 82% oftotalmobile phonessold of adults own a smartphone adults own a tablet 60% 40% US mobile phones smartphones 6.8B 90% of adults own a smartphone 55% Europe Big Five smartphones units sold in 2013, representing sales of 2013 an increase of 11% over 2012 230M 2017 tablet owners 55% $120B Western Europe China smartphone growth smartphone users smartphone users 19% 100M 200M Africa 20182013 Tablets are the most preferred device for leisure and entertainment activities t is late 2013. A motley crew of passengers is boarding a small commuter plane at a modest airport in Nova Scotia, Canada. One of those passengers is a good-natured gentleman with a mammoth, indeed infamous beard that alone has attracted 465 Twitter fol- lowers. That same bearded gentleman is also a new media pioneer, notorious in Silicon Valley and Silicon Alley alike for taking and winning big bets on digital innovations. He’s very pleased this morning. As he sur- veys the passengers around him, hhe sees that, other than the man sitting next to him reading an old-fashioned newspaper, everyone else is reading a tablet. That makes Jim Dalrymple very happy. “I love the fact that even users are coming around,” he said. “It’s time for the publishers to come around as well.” It’s been roughly three and a half years since the launch of the iPad - six and a half years after the first iPhone came out - and we are in or fast approaching the “Golden Age of Mobile,” according to mobile industry consultant and author Chetan Sharma. “We are entering the ‘Connected Intelli- gence’ era,” Sharma wrote last summer. “These two operative words are going to define the next phase of human evolution and are going to dramatically change every industry vertical from the ground up. Welcome to the Golden Age of Mobile.” Sharma’s words come at a time when the dramatic changes and uncertainty of the last decade in the publishing industry are begin- ning to gel into a vision of the future that has “mobile” front and centre. Globally, the smartphone market passed a major milestone in 2013, with 1bn devices sold during the year, according to the research company International Data Corp (IDC). Global tablet sales surged 50 per cent in 2013 and mo- bile sales surpassed PC sales for the first time, at the end of 2013, according to IDC. By 2017, smartphone sales will hit 1.8 billion representing 82 per cent of total mobile phones sold, according to Smartphone Quarterly. Nearly two thirds of US adults own a smart- phone, and roughly 40 per cent have a tablet, according to 2013 research from the Pew Re- search Centre. In Europe, smartphones have a 55 per cent market share in Europe’s Big Five countries (Germany, UK, France, Italy, and Spain), according to comScore. In Western Europe, shipments of tablets and smartphones ex- ceeded 230 million units in 2013 and revenues approached $120 billion — an increase of 11 per cent compared with 2012, according to I Sources:SmartPhoneQuarterly,PewResearchCentre,comScore,IDC,ChinaTelecommunicationsSectorandTheGuardian, InnovationsinMagazinesMedia2014WorldReport More mobile projections: • Tablet ownership will quadruple by 2017 • Tablet ownership will be 55% in ’17 v. 7% in ’11 • China: 9 of 10 phones sold are smartphones • Southeast Asia: Tablet sales double ’12 to ’13 Thursday, 5 June 14
  • 36. We have seen the future, and it looks like mobile Smartphone and tablet ownership is skyrocketing; some magazines are getting 30-50 per cent of their traffic now from mobile Laura Imkamp 2017 world 1.8B smartphonesales 82% oftotalmobile phonessold of adults own a smartphone adults own a tablet 60% 40% US mobile phones smartphones 6.8B 90% of adults own a smartphone 55% Europe Big Five smartphones units sold in 2013, representing sales of 2013 an increase of 11% over 2012 230M 2017 tablet owners 55% $120B Western Europe China smartphone growth smartphone users smartphone users 19% 100M 200M Africa 20182013 Tablets are the most preferred device for leisure and entertainment activities t is late 2013. A motley crew of passengers is boarding a small commuter plane at a modest airport in Nova Scotia, Canada. One of those passengers is a good-natured gentleman with a mammoth, indeed infamous beard that alone has attracted 465 Twitter fol- lowers. That same bearded gentleman is also a new media pioneer, notorious in Silicon Valley and Silicon Alley alike for taking and winning big bets on digital innovations. He’s very pleased this morning. As he sur- veys the passengers around him, hhe sees that, other than the man sitting next to him reading an old-fashioned newspaper, everyone else is reading a tablet. That makes Jim Dalrymple very happy. “I love the fact that even users are coming around,” he said. “It’s time for the publishers to come around as well.” It’s been roughly three and a half years since the launch of the iPad - six and a half years after the first iPhone came out - and we are in or fast approaching the “Golden Age of Mobile,” according to mobile industry consultant and author Chetan Sharma. “We are entering the ‘Connected Intelli- gence’ era,” Sharma wrote last summer. “These two operative words are going to define the next phase of human evolution and are going to dramatically change every industry vertical from the ground up. Welcome to the Golden Age of Mobile.” Sharma’s words come at a time when the dramatic changes and uncertainty of the last decade in the publishing industry are begin- ning to gel into a vision of the future that has “mobile” front and centre. Globally, the smartphone market passed a major milestone in 2013, with 1bn devices sold during the year, according to the research company International Data Corp (IDC). Global tablet sales surged 50 per cent in 2013 and mo- bile sales surpassed PC sales for the first time, at the end of 2013, according to IDC. By 2017, smartphone sales will hit 1.8 billion representing 82 per cent of total mobile phones sold, according to Smartphone Quarterly. Nearly two thirds of US adults own a smart- phone, and roughly 40 per cent have a tablet, according to 2013 research from the Pew Re- search Centre. In Europe, smartphones have a 55 per cent market share in Europe’s Big Five countries (Germany, UK, France, Italy, and Spain), according to comScore. In Western Europe, shipments of tablets and smartphones ex- ceeded 230 million units in 2013 and revenues approached $120 billion — an increase of 11 per cent compared with 2012, according to I Sources:SmartPhoneQuarterly,PewResearchCentre,comScore,IDC,ChinaTelecommunicationsSectorandTheGuardian, InnovationsinMagazinesMedia2014WorldReport More mobile projections: • Tablet ownership will quadruple by 2017 • Tablet ownership will be 55% in ’17 v. 7% in ’11 • China: 9 of 10 phones sold are smartphones • Southeast Asia: Tablet sales double ’12 to ’13 • Africa: Smartphone ownership 2X by 2017 Thursday, 5 June 14
  • 37. We have seen the future, and it looks like mobile Smartphone and tablet ownership is skyrocketing; some magazines are getting 30-50 per cent of their traffic now from mobile Laura Imkamp 2017 world 1.8B smartphonesales 82% oftotalmobile phonessold of adults own a smartphone adults own a tablet 60% 40% US mobile phones smartphones 6.8B 90% of adults own a smartphone 55% Europe Big Five smartphones units sold in 2013, representing sales of 2013 an increase of 11% over 2012 230M 2017 tablet owners 55% $120B Western Europe China smartphone growth smartphone users smartphone users 19% 100M 200M Africa 20182013 Tablets are the most preferred device for leisure and entertainment activities t is late 2013. A motley crew of passengers is boarding a small commuter plane at a modest airport in Nova Scotia, Canada. One of those passengers is a good-natured gentleman with a mammoth, indeed infamous beard that alone has attracted 465 Twitter fol- lowers. That same bearded gentleman is also a new media pioneer, notorious in Silicon Valley and Silicon Alley alike for taking and winning big bets on digital innovations. He’s very pleased this morning. As he sur- veys the passengers around him, hhe sees that, other than the man sitting next to him reading an old-fashioned newspaper, everyone else is reading a tablet. That makes Jim Dalrymple very happy. “I love the fact that even users are coming around,” he said. “It’s time for the publishers to come around as well.” It’s been roughly three and a half years since the launch of the iPad - six and a half years after the first iPhone came out - and we are in or fast approaching the “Golden Age of Mobile,” according to mobile industry consultant and author Chetan Sharma. “We are entering the ‘Connected Intelli- gence’ era,” Sharma wrote last summer. “These two operative words are going to define the next phase of human evolution and are going to dramatically change every industry vertical from the ground up. Welcome to the Golden Age of Mobile.” Sharma’s words come at a time when the dramatic changes and uncertainty of the last decade in the publishing industry are begin- ning to gel into a vision of the future that has “mobile” front and centre. Globally, the smartphone market passed a major milestone in 2013, with 1bn devices sold during the year, according to the research company International Data Corp (IDC). Global tablet sales surged 50 per cent in 2013 and mo- bile sales surpassed PC sales for the first time, at the end of 2013, according to IDC. By 2017, smartphone sales will hit 1.8 billion representing 82 per cent of total mobile phones sold, according to Smartphone Quarterly. Nearly two thirds of US adults own a smart- phone, and roughly 40 per cent have a tablet, according to 2013 research from the Pew Re- search Centre. In Europe, smartphones have a 55 per cent market share in Europe’s Big Five countries (Germany, UK, France, Italy, and Spain), according to comScore. In Western Europe, shipments of tablets and smartphones ex- ceeded 230 million units in 2013 and revenues approached $120 billion — an increase of 11 per cent compared with 2012, according to I Sources:SmartPhoneQuarterly,PewResearchCentre,comScore,IDC,ChinaTelecommunicationsSectorandTheGuardian, InnovationsinMagazinesMedia2014WorldReport Thursday, 5 June 14
  • 38. In terms of scale — if noth- ing else — China’s mobile market is a world apart. While the US market added an impressive 55 million new smartphones in 2013, China added a mind- boggling 150 million new devices. The China Internet Network Information Cen- tre reported that 464 million Chinese accessed the internet via smartphones or other mobile device. China is also the largest online video consumption market, according to Nielsen. Put those statistics togeth- er, and you have a fertile market for mobile content and advertising. “In China, because of the robustness of the video sector, it does render a dif- ferent kind of consumption, where people are more familiar and OK with having sound, video effects, and the whole story being told in a [visual] way,” said Hearst Magazines International director of digital media Jenny Tsai. And that’s why publishers in China like Hearst and Condé Nast are seeing huge success rates in video add-ons to digital magazine content, especially in the Mobile magazines in the world’s largest mobile market: China continues page xx IDC. The future is even brighter, with analyst Forrester projecting a quadrupling of tablet ownership by 2017. The firm predicts the per- centage of online adults owning a tablet will hit 55 per cent by 2017, after being a mere seven per cent in 2011. In China (the world’s largest mobile market with 6.8bn mobile phones, according to the Telecommunications Development Sector), nine out of ten cellular phones sold are smart- phones, according to The Guardian. Tablets are the most preferred device for leisure and entertainment activities in China, according to the 2013 Research on the Media Value and Advertising Effect of Tablets. In Southeast Asia, tablet sales doubled in volume from June 2012 to May 2013 compared to the year before, according to a report by research firm GfK Asia. Even in Africa, where smartphone pene- tration lags the rest of the world, smartphone ownership is growing at 19 per cent year over year, according to IDC. Of the 650 million mobile phone subscribers in Africa, there are already about 100 million smartphone users, and that number is projected to double over the next four years, according to IDC. The increasing penetration of smartphones and tablets is already having an impact on magazines, with some publishers seeing huge jumps in mobile traffic. In the US, The Atlantic and Forbes, for ex- ample, are getting 30 to 50 per cent of their traffic from mobile respectively. In 2011, 86 per cent of Condé Nast UK’s traf- fic came from PCs, with less than one per cent via tablet and 14 per cent from mobile. Barely two years later, desktop traffic had plummeted to 58 per cent of the total, while mobile had more than doubled to 30 per cent and tablets shot from one to 12 per cent. Hearst UK titles Elle and Company have launched new mobile products in response to a 70 per cent increase in mobile traffic, with Elle getting 30 per cent of its traffic from mobile and Company almost half (45 per cent). “The proliferation of content consumption via mobile devices is forcing the industry to re- think how we package content, how we build websites, and, ultimately, how we monetise those via advertising,” said Kim Lau, VP/digital manager of The Atlantic Digital. “That’s a very real portion of our audience and one that we’re increasingly focused on making sure that we’re providing content to in a way that is optimised for their devices,” said Lau. And yet, even though it’s increasingly obvi- ous that mobile will be the dominant platform of the future, getting there is still proving to be a bit problematic. Why? Despite the growth of tablet ownership, tablet magazine subscriptions still accounted for no more than 3 per cent of total magazine circulation in the first half of 2013, according to the Alliance for Audited Media. “Everybody thought [the iPad] overnight was going to be this great thing to solve [ev- eryone’s] worries,” said Forbes Media chief product officer Lewis DVorkin. “But overnight? That’s not the case.” The battle for a mobile user’s time is an in- herent problem with mobile devices. Mobile users have so many options. Gaming, apps, and social networking, in particular, are sucking up more and more of mobile users’ attention spans. Already, about 65 per cent of time spent on social networks is happening via mobile devices, according to ComScore. And that’s something publishers need to tackle head-on. “We continue to have to fight for our place of time spent,” said Hearst’s App Lab vice pres- ident of digital editions Chris Wilkes. “Perhaps that more than anything else is what’s going to determine if we’re successful long term or not.” Another reason for the slower than expected success of mobile magazines is the advertis- ers — mostly in the Western hemisphere. They are the sea anchors, indicating that they still need a bit more convincing before they’ll start throwing money at digital publications. “[The advertisers] are more worried about giving the user content in the form that it is in a magazine than they are in delivering a good experience for the user in iOS,” Dalrymple explained. “I think the priorities are wrong.” Advertisers are not risk-takers, said Henk “The proliferation of content consumption via mobile devices is forcing the industry to rethink how we package content.” Kim Lau VP/digital, The Atlantic Digital InnovationsinMagazinesMedia2014WorldReport Thursday, 5 June 14
  • 39. In terms of scale — if noth- ing else — China’s mobile market is a world apart. While the US market added an impressive 55 million new smartphones in 2013, China added a mind- boggling 150 million new devices. The China Internet Network Information Cen- tre reported that 464 million Chinese accessed the internet via smartphones or other mobile device. China is also the largest online video consumption market, according to Nielsen. Put those statistics togeth- er, and you have a fertile market for mobile content and advertising. “In China, because of the robustness of the video sector, it does render a dif- ferent kind of consumption, where people are more familiar and OK with having sound, video effects, and the whole story being told in a [visual] way,” said Hearst Magazines International director of digital media Jenny Tsai. And that’s why publishers in China like Hearst and Condé Nast are seeing huge success rates in video add-ons to digital magazine content, especially in the Mobile magazines in the world’s largest mobile market: China continues page xx IDC. The future is even brighter, with analyst Forrester projecting a quadrupling of tablet ownership by 2017. The firm predicts the per- centage of online adults owning a tablet will hit 55 per cent by 2017, after being a mere seven per cent in 2011. In China (the world’s largest mobile market with 6.8bn mobile phones, according to the Telecommunications Development Sector), nine out of ten cellular phones sold are smart- phones, according to The Guardian. Tablets are the most preferred device for leisure and entertainment activities in China, according to the 2013 Research on the Media Value and Advertising Effect of Tablets. In Southeast Asia, tablet sales doubled in volume from June 2012 to May 2013 compared to the year before, according to a report by research firm GfK Asia. Even in Africa, where smartphone pene- tration lags the rest of the world, smartphone ownership is growing at 19 per cent year over year, according to IDC. Of the 650 million mobile phone subscribers in Africa, there are already about 100 million smartphone users, and that number is projected to double over the next four years, according to IDC. The increasing penetration of smartphones and tablets is already having an impact on magazines, with some publishers seeing huge jumps in mobile traffic. In the US, The Atlantic and Forbes, for ex- ample, are getting 30 to 50 per cent of their traffic from mobile respectively. In 2011, 86 per cent of Condé Nast UK’s traf- fic came from PCs, with less than one per cent via tablet and 14 per cent from mobile. Barely two years later, desktop traffic had plummeted to 58 per cent of the total, while mobile had more than doubled to 30 per cent and tablets shot from one to 12 per cent. Hearst UK titles Elle and Company have launched new mobile products in response to a 70 per cent increase in mobile traffic, with Elle getting 30 per cent of its traffic from mobile and Company almost half (45 per cent). “The proliferation of content consumption via mobile devices is forcing the industry to re- think how we package content, how we build websites, and, ultimately, how we monetise those via advertising,” said Kim Lau, VP/digital manager of The Atlantic Digital. “That’s a very real portion of our audience and one that we’re increasingly focused on making sure that we’re providing content to in a way that is optimised for their devices,” said Lau. And yet, even though it’s increasingly obvi- ous that mobile will be the dominant platform of the future, getting there is still proving to be a bit problematic. Why? Despite the growth of tablet ownership, tablet magazine subscriptions still accounted for no more than 3 per cent of total magazine circulation in the first half of 2013, according to the Alliance for Audited Media. “Everybody thought [the iPad] overnight was going to be this great thing to solve [ev- eryone’s] worries,” said Forbes Media chief product officer Lewis DVorkin. “But overnight? That’s not the case.” The battle for a mobile user’s time is an in- herent problem with mobile devices. Mobile users have so many options. Gaming, apps, and social networking, in particular, are sucking up more and more of mobile users’ attention spans. Already, about 65 per cent of time spent on social networks is happening via mobile devices, according to ComScore. And that’s something publishers need to tackle head-on. “We continue to have to fight for our place of time spent,” said Hearst’s App Lab vice pres- ident of digital editions Chris Wilkes. “Perhaps that more than anything else is what’s going to determine if we’re successful long term or not.” Another reason for the slower than expected success of mobile magazines is the advertis- ers — mostly in the Western hemisphere. They are the sea anchors, indicating that they still need a bit more convincing before they’ll start throwing money at digital publications. “[The advertisers] are more worried about giving the user content in the form that it is in a magazine than they are in delivering a good experience for the user in iOS,” Dalrymple explained. “I think the priorities are wrong.” Advertisers are not risk-takers, said Henk “The proliferation of content consumption via mobile devices is forcing the industry to rethink how we package content.” Kim Lau VP/digital, The Atlantic Digital InnovationsinMagazinesMedia2014WorldReport Impact? Huge mobile traffic boost: • Atlantic and Forbes get 30-50% of traffic from mobile • Conde Nast UK desktop traffic from 86% in ’11 to 58%; mobile 14% to 30%, tablets from 1 to 12 % Thursday, 5 June 14
  • 40. In terms of scale — if noth- ing else — China’s mobile market is a world apart. While the US market added an impressive 55 million new smartphones in 2013, China added a mind- boggling 150 million new devices. The China Internet Network Information Cen- tre reported that 464 million Chinese accessed the internet via smartphones or other mobile device. China is also the largest online video consumption market, according to Nielsen. Put those statistics togeth- er, and you have a fertile market for mobile content and advertising. “In China, because of the robustness of the video sector, it does render a dif- ferent kind of consumption, where people are more familiar and OK with having sound, video effects, and the whole story being told in a [visual] way,” said Hearst Magazines International director of digital media Jenny Tsai. And that’s why publishers in China like Hearst and Condé Nast are seeing huge success rates in video add-ons to digital magazine content, especially in the Mobile magazines in the world’s largest mobile market: China continues page xx IDC. The future is even brighter, with analyst Forrester projecting a quadrupling of tablet ownership by 2017. The firm predicts the per- centage of online adults owning a tablet will hit 55 per cent by 2017, after being a mere seven per cent in 2011. In China (the world’s largest mobile market with 6.8bn mobile phones, according to the Telecommunications Development Sector), nine out of ten cellular phones sold are smart- phones, according to The Guardian. Tablets are the most preferred device for leisure and entertainment activities in China, according to the 2013 Research on the Media Value and Advertising Effect of Tablets. In Southeast Asia, tablet sales doubled in volume from June 2012 to May 2013 compared to the year before, according to a report by research firm GfK Asia. Even in Africa, where smartphone pene- tration lags the rest of the world, smartphone ownership is growing at 19 per cent year over year, according to IDC. Of the 650 million mobile phone subscribers in Africa, there are already about 100 million smartphone users, and that number is projected to double over the next four years, according to IDC. The increasing penetration of smartphones and tablets is already having an impact on magazines, with some publishers seeing huge jumps in mobile traffic. In the US, The Atlantic and Forbes, for ex- ample, are getting 30 to 50 per cent of their traffic from mobile respectively. In 2011, 86 per cent of Condé Nast UK’s traf- fic came from PCs, with less than one per cent via tablet and 14 per cent from mobile. Barely two years later, desktop traffic had plummeted to 58 per cent of the total, while mobile had more than doubled to 30 per cent and tablets shot from one to 12 per cent. Hearst UK titles Elle and Company have launched new mobile products in response to a 70 per cent increase in mobile traffic, with Elle getting 30 per cent of its traffic from mobile and Company almost half (45 per cent). “The proliferation of content consumption via mobile devices is forcing the industry to re- think how we package content, how we build websites, and, ultimately, how we monetise those via advertising,” said Kim Lau, VP/digital manager of The Atlantic Digital. “That’s a very real portion of our audience and one that we’re increasingly focused on making sure that we’re providing content to in a way that is optimised for their devices,” said Lau. And yet, even though it’s increasingly obvi- ous that mobile will be the dominant platform of the future, getting there is still proving to be a bit problematic. Why? Despite the growth of tablet ownership, tablet magazine subscriptions still accounted for no more than 3 per cent of total magazine circulation in the first half of 2013, according to the Alliance for Audited Media. “Everybody thought [the iPad] overnight was going to be this great thing to solve [ev- eryone’s] worries,” said Forbes Media chief product officer Lewis DVorkin. “But overnight? That’s not the case.” The battle for a mobile user’s time is an in- herent problem with mobile devices. Mobile users have so many options. Gaming, apps, and social networking, in particular, are sucking up more and more of mobile users’ attention spans. Already, about 65 per cent of time spent on social networks is happening via mobile devices, according to ComScore. And that’s something publishers need to tackle head-on. “We continue to have to fight for our place of time spent,” said Hearst’s App Lab vice pres- ident of digital editions Chris Wilkes. “Perhaps that more than anything else is what’s going to determine if we’re successful long term or not.” Another reason for the slower than expected success of mobile magazines is the advertis- ers — mostly in the Western hemisphere. They are the sea anchors, indicating that they still need a bit more convincing before they’ll start throwing money at digital publications. “[The advertisers] are more worried about giving the user content in the form that it is in a magazine than they are in delivering a good experience for the user in iOS,” Dalrymple explained. “I think the priorities are wrong.” Advertisers are not risk-takers, said Henk “The proliferation of content consumption via mobile devices is forcing the industry to rethink how we package content.” Kim Lau VP/digital, The Atlantic Digital InnovationsinMagazinesMedia2014WorldReport Thursday, 5 June 14
  • 41. In terms of scale — if noth- ing else — China’s mobile market is a world apart. While the US market added an impressive 55 million new smartphones in 2013, China added a mind- boggling 150 million new devices. The China Internet Network Information Cen- tre reported that 464 million Chinese accessed the internet via smartphones or other mobile device. China is also the largest online video consumption market, according to Nielsen. Put those statistics togeth- er, and you have a fertile market for mobile content and advertising. “In China, because of the robustness of the video sector, it does render a dif- ferent kind of consumption, where people are more familiar and OK with having sound, video effects, and the whole story being told in a [visual] way,” said Hearst Magazines International director of digital media Jenny Tsai. And that’s why publishers in China like Hearst and Condé Nast are seeing huge success rates in video add-ons to digital magazine content, especially in the Mobile magazines in the world’s largest mobile market: China continues page xx IDC. The future is even brighter, with analyst Forrester projecting a quadrupling of tablet ownership by 2017. The firm predicts the per- centage of online adults owning a tablet will hit 55 per cent by 2017, after being a mere seven per cent in 2011. In China (the world’s largest mobile market with 6.8bn mobile phones, according to the Telecommunications Development Sector), nine out of ten cellular phones sold are smart- phones, according to The Guardian. Tablets are the most preferred device for leisure and entertainment activities in China, according to the 2013 Research on the Media Value and Advertising Effect of Tablets. In Southeast Asia, tablet sales doubled in volume from June 2012 to May 2013 compared to the year before, according to a report by research firm GfK Asia. Even in Africa, where smartphone pene- tration lags the rest of the world, smartphone ownership is growing at 19 per cent year over year, according to IDC. Of the 650 million mobile phone subscribers in Africa, there are already about 100 million smartphone users, and that number is projected to double over the next four years, according to IDC. The increasing penetration of smartphones and tablets is already having an impact on magazines, with some publishers seeing huge jumps in mobile traffic. In the US, The Atlantic and Forbes, for ex- ample, are getting 30 to 50 per cent of their traffic from mobile respectively. In 2011, 86 per cent of Condé Nast UK’s traf- fic came from PCs, with less than one per cent via tablet and 14 per cent from mobile. Barely two years later, desktop traffic had plummeted to 58 per cent of the total, while mobile had more than doubled to 30 per cent and tablets shot from one to 12 per cent. Hearst UK titles Elle and Company have launched new mobile products in response to a 70 per cent increase in mobile traffic, with Elle getting 30 per cent of its traffic from mobile and Company almost half (45 per cent). “The proliferation of content consumption via mobile devices is forcing the industry to re- think how we package content, how we build websites, and, ultimately, how we monetise those via advertising,” said Kim Lau, VP/digital manager of The Atlantic Digital. “That’s a very real portion of our audience and one that we’re increasingly focused on making sure that we’re providing content to in a way that is optimised for their devices,” said Lau. And yet, even though it’s increasingly obvi- ous that mobile will be the dominant platform of the future, getting there is still proving to be a bit problematic. Why? Despite the growth of tablet ownership, tablet magazine subscriptions still accounted for no more than 3 per cent of total magazine circulation in the first half of 2013, according to the Alliance for Audited Media. “Everybody thought [the iPad] overnight was going to be this great thing to solve [ev- eryone’s] worries,” said Forbes Media chief product officer Lewis DVorkin. “But overnight? That’s not the case.” The battle for a mobile user’s time is an in- herent problem with mobile devices. Mobile users have so many options. Gaming, apps, and social networking, in particular, are sucking up more and more of mobile users’ attention spans. Already, about 65 per cent of time spent on social networks is happening via mobile devices, according to ComScore. And that’s something publishers need to tackle head-on. “We continue to have to fight for our place of time spent,” said Hearst’s App Lab vice pres- ident of digital editions Chris Wilkes. “Perhaps that more than anything else is what’s going to determine if we’re successful long term or not.” Another reason for the slower than expected success of mobile magazines is the advertis- ers — mostly in the Western hemisphere. They are the sea anchors, indicating that they still need a bit more convincing before they’ll start throwing money at digital publications. “[The advertisers] are more worried about giving the user content in the form that it is in a magazine than they are in delivering a good experience for the user in iOS,” Dalrymple explained. “I think the priorities are wrong.” Advertisers are not risk-takers, said Henk “The proliferation of content consumption via mobile devices is forcing the industry to rethink how we package content.” Kim Lau VP/digital, The Atlantic Digital InnovationsinMagazinesMedia2014WorldReport And yet…. Tablet mag subscriptions no more than 3% of total circ. Thursday, 5 June 14
  • 42. In terms of scale — if noth- ing else — China’s mobile market is a world apart. While the US market added an impressive 55 million new smartphones in 2013, China added a mind- boggling 150 million new devices. The China Internet Network Information Cen- tre reported that 464 million Chinese accessed the internet via smartphones or other mobile device. China is also the largest online video consumption market, according to Nielsen. Put those statistics togeth- er, and you have a fertile market for mobile content and advertising. “In China, because of the robustness of the video sector, it does render a dif- ferent kind of consumption, where people are more familiar and OK with having sound, video effects, and the whole story being told in a [visual] way,” said Hearst Magazines International director of digital media Jenny Tsai. And that’s why publishers in China like Hearst and Condé Nast are seeing huge success rates in video add-ons to digital magazine content, especially in the Mobile magazines in the world’s largest mobile market: China continues page xx IDC. The future is even brighter, with analyst Forrester projecting a quadrupling of tablet ownership by 2017. The firm predicts the per- centage of online adults owning a tablet will hit 55 per cent by 2017, after being a mere seven per cent in 2011. In China (the world’s largest mobile market with 6.8bn mobile phones, according to the Telecommunications Development Sector), nine out of ten cellular phones sold are smart- phones, according to The Guardian. Tablets are the most preferred device for leisure and entertainment activities in China, according to the 2013 Research on the Media Value and Advertising Effect of Tablets. In Southeast Asia, tablet sales doubled in volume from June 2012 to May 2013 compared to the year before, according to a report by research firm GfK Asia. Even in Africa, where smartphone pene- tration lags the rest of the world, smartphone ownership is growing at 19 per cent year over year, according to IDC. Of the 650 million mobile phone subscribers in Africa, there are already about 100 million smartphone users, and that number is projected to double over the next four years, according to IDC. The increasing penetration of smartphones and tablets is already having an impact on magazines, with some publishers seeing huge jumps in mobile traffic. In the US, The Atlantic and Forbes, for ex- ample, are getting 30 to 50 per cent of their traffic from mobile respectively. In 2011, 86 per cent of Condé Nast UK’s traf- fic came from PCs, with less than one per cent via tablet and 14 per cent from mobile. Barely two years later, desktop traffic had plummeted to 58 per cent of the total, while mobile had more than doubled to 30 per cent and tablets shot from one to 12 per cent. Hearst UK titles Elle and Company have launched new mobile products in response to a 70 per cent increase in mobile traffic, with Elle getting 30 per cent of its traffic from mobile and Company almost half (45 per cent). “The proliferation of content consumption via mobile devices is forcing the industry to re- think how we package content, how we build websites, and, ultimately, how we monetise those via advertising,” said Kim Lau, VP/digital manager of The Atlantic Digital. “That’s a very real portion of our audience and one that we’re increasingly focused on making sure that we’re providing content to in a way that is optimised for their devices,” said Lau. And yet, even though it’s increasingly obvi- ous that mobile will be the dominant platform of the future, getting there is still proving to be a bit problematic. Why? Despite the growth of tablet ownership, tablet magazine subscriptions still accounted for no more than 3 per cent of total magazine circulation in the first half of 2013, according to the Alliance for Audited Media. “Everybody thought [the iPad] overnight was going to be this great thing to solve [ev- eryone’s] worries,” said Forbes Media chief product officer Lewis DVorkin. “But overnight? That’s not the case.” The battle for a mobile user’s time is an in- herent problem with mobile devices. Mobile users have so many options. Gaming, apps, and social networking, in particular, are sucking up more and more of mobile users’ attention spans. Already, about 65 per cent of time spent on social networks is happening via mobile devices, according to ComScore. And that’s something publishers need to tackle head-on. “We continue to have to fight for our place of time spent,” said Hearst’s App Lab vice pres- ident of digital editions Chris Wilkes. “Perhaps that more than anything else is what’s going to determine if we’re successful long term or not.” Another reason for the slower than expected success of mobile magazines is the advertis- ers — mostly in the Western hemisphere. They are the sea anchors, indicating that they still need a bit more convincing before they’ll start throwing money at digital publications. “[The advertisers] are more worried about giving the user content in the form that it is in a magazine than they are in delivering a good experience for the user in iOS,” Dalrymple explained. “I think the priorities are wrong.” Advertisers are not risk-takers, said Henk “The proliferation of content consumption via mobile devices is forcing the industry to rethink how we package content.” Kim Lau VP/digital, The Atlantic Digital InnovationsinMagazinesMedia2014WorldReport Thursday, 5 June 14
  • 43. In terms of scale — if noth- ing else — China’s mobile market is a world apart. While the US market added an impressive 55 million new smartphones in 2013, China added a mind- boggling 150 million new devices. The China Internet Network Information Cen- tre reported that 464 million Chinese accessed the internet via smartphones or other mobile device. China is also the largest online video consumption market, according to Nielsen. Put those statistics togeth- er, and you have a fertile market for mobile content and advertising. “In China, because of the robustness of the video sector, it does render a dif- ferent kind of consumption, where people are more familiar and OK with having sound, video effects, and the whole story being told in a [visual] way,” said Hearst Magazines International director of digital media Jenny Tsai. And that’s why publishers in China like Hearst and Condé Nast are seeing huge success rates in video add-ons to digital magazine content, especially in the Mobile magazines in the world’s largest mobile market: China continues page xx IDC. The future is even brighter, with analyst Forrester projecting a quadrupling of tablet ownership by 2017. The firm predicts the per- centage of online adults owning a tablet will hit 55 per cent by 2017, after being a mere seven per cent in 2011. In China (the world’s largest mobile market with 6.8bn mobile phones, according to the Telecommunications Development Sector), nine out of ten cellular phones sold are smart- phones, according to The Guardian. Tablets are the most preferred device for leisure and entertainment activities in China, according to the 2013 Research on the Media Value and Advertising Effect of Tablets. In Southeast Asia, tablet sales doubled in volume from June 2012 to May 2013 compared to the year before, according to a report by research firm GfK Asia. Even in Africa, where smartphone pene- tration lags the rest of the world, smartphone ownership is growing at 19 per cent year over year, according to IDC. Of the 650 million mobile phone subscribers in Africa, there are already about 100 million smartphone users, and that number is projected to double over the next four years, according to IDC. The increasing penetration of smartphones and tablets is already having an impact on magazines, with some publishers seeing huge jumps in mobile traffic. In the US, The Atlantic and Forbes, for ex- ample, are getting 30 to 50 per cent of their traffic from mobile respectively. In 2011, 86 per cent of Condé Nast UK’s traf- fic came from PCs, with less than one per cent via tablet and 14 per cent from mobile. Barely two years later, desktop traffic had plummeted to 58 per cent of the total, while mobile had more than doubled to 30 per cent and tablets shot from one to 12 per cent. Hearst UK titles Elle and Company have launched new mobile products in response to a 70 per cent increase in mobile traffic, with Elle getting 30 per cent of its traffic from mobile and Company almost half (45 per cent). “The proliferation of content consumption via mobile devices is forcing the industry to re- think how we package content, how we build websites, and, ultimately, how we monetise those via advertising,” said Kim Lau, VP/digital manager of The Atlantic Digital. “That’s a very real portion of our audience and one that we’re increasingly focused on making sure that we’re providing content to in a way that is optimised for their devices,” said Lau. And yet, even though it’s increasingly obvi- ous that mobile will be the dominant platform of the future, getting there is still proving to be a bit problematic. Why? Despite the growth of tablet ownership, tablet magazine subscriptions still accounted for no more than 3 per cent of total magazine circulation in the first half of 2013, according to the Alliance for Audited Media. “Everybody thought [the iPad] overnight was going to be this great thing to solve [ev- eryone’s] worries,” said Forbes Media chief product officer Lewis DVorkin. “But overnight? That’s not the case.” The battle for a mobile user’s time is an in- herent problem with mobile devices. Mobile users have so many options. Gaming, apps, and social networking, in particular, are sucking up more and more of mobile users’ attention spans. Already, about 65 per cent of time spent on social networks is happening via mobile devices, according to ComScore. And that’s something publishers need to tackle head-on. “We continue to have to fight for our place of time spent,” said Hearst’s App Lab vice pres- ident of digital editions Chris Wilkes. “Perhaps that more than anything else is what’s going to determine if we’re successful long term or not.” Another reason for the slower than expected success of mobile magazines is the advertis- ers — mostly in the Western hemisphere. They are the sea anchors, indicating that they still need a bit more convincing before they’ll start throwing money at digital publications. “[The advertisers] are more worried about giving the user content in the form that it is in a magazine than they are in delivering a good experience for the user in iOS,” Dalrymple explained. “I think the priorities are wrong.” Advertisers are not risk-takers, said Henk “The proliferation of content consumption via mobile devices is forcing the industry to rethink how we package content.” Kim Lau VP/digital, The Atlantic Digital InnovationsinMagazinesMedia2014WorldReport Why? Mobile devices have too many distractions (games, apps, social networking) “We continue to have to fight for our place of time spent” — Chris Wilkes, Hearst App Lab VP Thursday, 5 June 14
  • 44. In terms of scale — if noth- ing else — China’s mobile market is a world apart. While the US market added an impressive 55 million new smartphones in 2013, China added a mind- boggling 150 million new devices. The China Internet Network Information Cen- tre reported that 464 million Chinese accessed the internet via smartphones or other mobile device. China is also the largest online video consumption market, according to Nielsen. Put those statistics togeth- er, and you have a fertile market for mobile content and advertising. “In China, because of the robustness of the video sector, it does render a dif- ferent kind of consumption, where people are more familiar and OK with having sound, video effects, and the whole story being told in a [visual] way,” said Hearst Magazines International director of digital media Jenny Tsai. And that’s why publishers in China like Hearst and Condé Nast are seeing huge success rates in video add-ons to digital magazine content, especially in the Mobile magazines in the world’s largest mobile market: China continues page xx IDC. The future is even brighter, with analyst Forrester projecting a quadrupling of tablet ownership by 2017. The firm predicts the per- centage of online adults owning a tablet will hit 55 per cent by 2017, after being a mere seven per cent in 2011. In China (the world’s largest mobile market with 6.8bn mobile phones, according to the Telecommunications Development Sector), nine out of ten cellular phones sold are smart- phones, according to The Guardian. Tablets are the most preferred device for leisure and entertainment activities in China, according to the 2013 Research on the Media Value and Advertising Effect of Tablets. In Southeast Asia, tablet sales doubled in volume from June 2012 to May 2013 compared to the year before, according to a report by research firm GfK Asia. Even in Africa, where smartphone pene- tration lags the rest of the world, smartphone ownership is growing at 19 per cent year over year, according to IDC. Of the 650 million mobile phone subscribers in Africa, there are already about 100 million smartphone users, and that number is projected to double over the next four years, according to IDC. The increasing penetration of smartphones and tablets is already having an impact on magazines, with some publishers seeing huge jumps in mobile traffic. In the US, The Atlantic and Forbes, for ex- ample, are getting 30 to 50 per cent of their traffic from mobile respectively. In 2011, 86 per cent of Condé Nast UK’s traf- fic came from PCs, with less than one per cent via tablet and 14 per cent from mobile. Barely two years later, desktop traffic had plummeted to 58 per cent of the total, while mobile had more than doubled to 30 per cent and tablets shot from one to 12 per cent. Hearst UK titles Elle and Company have launched new mobile products in response to a 70 per cent increase in mobile traffic, with Elle getting 30 per cent of its traffic from mobile and Company almost half (45 per cent). “The proliferation of content consumption via mobile devices is forcing the industry to re- think how we package content, how we build websites, and, ultimately, how we monetise those via advertising,” said Kim Lau, VP/digital manager of The Atlantic Digital. “That’s a very real portion of our audience and one that we’re increasingly focused on making sure that we’re providing content to in a way that is optimised for their devices,” said Lau. And yet, even though it’s increasingly obvi- ous that mobile will be the dominant platform of the future, getting there is still proving to be a bit problematic. Why? Despite the growth of tablet ownership, tablet magazine subscriptions still accounted for no more than 3 per cent of total magazine circulation in the first half of 2013, according to the Alliance for Audited Media. “Everybody thought [the iPad] overnight was going to be this great thing to solve [ev- eryone’s] worries,” said Forbes Media chief product officer Lewis DVorkin. “But overnight? That’s not the case.” The battle for a mobile user’s time is an in- herent problem with mobile devices. Mobile users have so many options. Gaming, apps, and social networking, in particular, are sucking up more and more of mobile users’ attention spans. Already, about 65 per cent of time spent on social networks is happening via mobile devices, according to ComScore. And that’s something publishers need to tackle head-on. “We continue to have to fight for our place of time spent,” said Hearst’s App Lab vice pres- ident of digital editions Chris Wilkes. “Perhaps that more than anything else is what’s going to determine if we’re successful long term or not.” Another reason for the slower than expected success of mobile magazines is the advertis- ers — mostly in the Western hemisphere. They are the sea anchors, indicating that they still need a bit more convincing before they’ll start throwing money at digital publications. “[The advertisers] are more worried about giving the user content in the form that it is in a magazine than they are in delivering a good experience for the user in iOS,” Dalrymple explained. “I think the priorities are wrong.” Advertisers are not risk-takers, said Henk “The proliferation of content consumption via mobile devices is forcing the industry to rethink how we package content.” Kim Lau VP/digital, The Atlantic Digital InnovationsinMagazinesMedia2014WorldReport Thursday, 5 June 14
  • 45. In terms of scale — if noth- ing else — China’s mobile market is a world apart. While the US market added an impressive 55 million new smartphones in 2013, China added a mind- boggling 150 million new devices. The China Internet Network Information Cen- tre reported that 464 million Chinese accessed the internet via smartphones or other mobile device. China is also the largest online video consumption market, according to Nielsen. Put those statistics togeth- er, and you have a fertile market for mobile content and advertising. “In China, because of the robustness of the video sector, it does render a dif- ferent kind of consumption, where people are more familiar and OK with having sound, video effects, and the whole story being told in a [visual] way,” said Hearst Magazines International director of digital media Jenny Tsai. And that’s why publishers in China like Hearst and Condé Nast are seeing huge success rates in video add-ons to digital magazine content, especially in the Mobile magazines in the world’s largest mobile market: China continues page xx IDC. The future is even brighter, with analyst Forrester projecting a quadrupling of tablet ownership by 2017. The firm predicts the per- centage of online adults owning a tablet will hit 55 per cent by 2017, after being a mere seven per cent in 2011. In China (the world’s largest mobile market with 6.8bn mobile phones, according to the Telecommunications Development Sector), nine out of ten cellular phones sold are smart- phones, according to The Guardian. Tablets are the most preferred device for leisure and entertainment activities in China, according to the 2013 Research on the Media Value and Advertising Effect of Tablets. In Southeast Asia, tablet sales doubled in volume from June 2012 to May 2013 compared to the year before, according to a report by research firm GfK Asia. Even in Africa, where smartphone pene- tration lags the rest of the world, smartphone ownership is growing at 19 per cent year over year, according to IDC. Of the 650 million mobile phone subscribers in Africa, there are already about 100 million smartphone users, and that number is projected to double over the next four years, according to IDC. The increasing penetration of smartphones and tablets is already having an impact on magazines, with some publishers seeing huge jumps in mobile traffic. In the US, The Atlantic and Forbes, for ex- ample, are getting 30 to 50 per cent of their traffic from mobile respectively. In 2011, 86 per cent of Condé Nast UK’s traf- fic came from PCs, with less than one per cent via tablet and 14 per cent from mobile. Barely two years later, desktop traffic had plummeted to 58 per cent of the total, while mobile had more than doubled to 30 per cent and tablets shot from one to 12 per cent. Hearst UK titles Elle and Company have launched new mobile products in response to a 70 per cent increase in mobile traffic, with Elle getting 30 per cent of its traffic from mobile and Company almost half (45 per cent). “The proliferation of content consumption via mobile devices is forcing the industry to re- think how we package content, how we build websites, and, ultimately, how we monetise those via advertising,” said Kim Lau, VP/digital manager of The Atlantic Digital. “That’s a very real portion of our audience and one that we’re increasingly focused on making sure that we’re providing content to in a way that is optimised for their devices,” said Lau. And yet, even though it’s increasingly obvi- ous that mobile will be the dominant platform of the future, getting there is still proving to be a bit problematic. Why? Despite the growth of tablet ownership, tablet magazine subscriptions still accounted for no more than 3 per cent of total magazine circulation in the first half of 2013, according to the Alliance for Audited Media. “Everybody thought [the iPad] overnight was going to be this great thing to solve [ev- eryone’s] worries,” said Forbes Media chief product officer Lewis DVorkin. “But overnight? That’s not the case.” The battle for a mobile user’s time is an in- herent problem with mobile devices. Mobile users have so many options. Gaming, apps, and social networking, in particular, are sucking up more and more of mobile users’ attention spans. Already, about 65 per cent of time spent on social networks is happening via mobile devices, according to ComScore. And that’s something publishers need to tackle head-on. “We continue to have to fight for our place of time spent,” said Hearst’s App Lab vice pres- ident of digital editions Chris Wilkes. “Perhaps that more than anything else is what’s going to determine if we’re successful long term or not.” Another reason for the slower than expected success of mobile magazines is the advertis- ers — mostly in the Western hemisphere. They are the sea anchors, indicating that they still need a bit more convincing before they’ll start throwing money at digital publications. “[The advertisers] are more worried about giving the user content in the form that it is in a magazine than they are in delivering a good experience for the user in iOS,” Dalrymple explained. “I think the priorities are wrong.” Advertisers are not risk-takers, said Henk “The proliferation of content consumption via mobile devices is forcing the industry to rethink how we package content.” Kim Lau VP/digital, The Atlantic Digital InnovationsinMagazinesMedia2014WorldReport Not in China: China’s mobile market is a world apart. The US added 55 million new smartphones in ’13; China added 150 million Thursday, 5 June 14
  • 46. In terms of scale — if noth- ing else — China’s mobile market is a world apart. While the US market added an impressive 55 million new smartphones in 2013, China added a mind- boggling 150 million new devices. The China Internet Network Information Cen- tre reported that 464 million Chinese accessed the internet via smartphones or other mobile device. China is also the largest online video consumption market, according to Nielsen. Put those statistics togeth- er, and you have a fertile market for mobile content and advertising. “In China, because of the robustness of the video sector, it does render a dif- ferent kind of consumption, where people are more familiar and OK with having sound, video effects, and the whole story being told in a [visual] way,” said Hearst Magazines International director of digital media Jenny Tsai. And that’s why publishers in China like Hearst and Condé Nast are seeing huge success rates in video add-ons to digital magazine content, especially in the Mobile magazines in the world’s largest mobile market: China continues page xx IDC. The future is even brighter, with analyst Forrester projecting a quadrupling of tablet ownership by 2017. The firm predicts the per- centage of online adults owning a tablet will hit 55 per cent by 2017, after being a mere seven per cent in 2011. In China (the world’s largest mobile market with 6.8bn mobile phones, according to the Telecommunications Development Sector), nine out of ten cellular phones sold are smart- phones, according to The Guardian. Tablets are the most preferred device for leisure and entertainment activities in China, according to the 2013 Research on the Media Value and Advertising Effect of Tablets. In Southeast Asia, tablet sales doubled in volume from June 2012 to May 2013 compared to the year before, according to a report by research firm GfK Asia. Even in Africa, where smartphone pene- tration lags the rest of the world, smartphone ownership is growing at 19 per cent year over year, according to IDC. Of the 650 million mobile phone subscribers in Africa, there are already about 100 million smartphone users, and that number is projected to double over the next four years, according to IDC. The increasing penetration of smartphones and tablets is already having an impact on magazines, with some publishers seeing huge jumps in mobile traffic. In the US, The Atlantic and Forbes, for ex- ample, are getting 30 to 50 per cent of their traffic from mobile respectively. In 2011, 86 per cent of Condé Nast UK’s traf- fic came from PCs, with less than one per cent via tablet and 14 per cent from mobile. Barely two years later, desktop traffic had plummeted to 58 per cent of the total, while mobile had more than doubled to 30 per cent and tablets shot from one to 12 per cent. Hearst UK titles Elle and Company have launched new mobile products in response to a 70 per cent increase in mobile traffic, with Elle getting 30 per cent of its traffic from mobile and Company almost half (45 per cent). “The proliferation of content consumption via mobile devices is forcing the industry to re- think how we package content, how we build websites, and, ultimately, how we monetise those via advertising,” said Kim Lau, VP/digital manager of The Atlantic Digital. “That’s a very real portion of our audience and one that we’re increasingly focused on making sure that we’re providing content to in a way that is optimised for their devices,” said Lau. And yet, even though it’s increasingly obvi- ous that mobile will be the dominant platform of the future, getting there is still proving to be a bit problematic. Why? Despite the growth of tablet ownership, tablet magazine subscriptions still accounted for no more than 3 per cent of total magazine circulation in the first half of 2013, according to the Alliance for Audited Media. “Everybody thought [the iPad] overnight was going to be this great thing to solve [ev- eryone’s] worries,” said Forbes Media chief product officer Lewis DVorkin. “But overnight? That’s not the case.” The battle for a mobile user’s time is an in- herent problem with mobile devices. Mobile users have so many options. Gaming, apps, and social networking, in particular, are sucking up more and more of mobile users’ attention spans. Already, about 65 per cent of time spent on social networks is happening via mobile devices, according to ComScore. And that’s something publishers need to tackle head-on. “We continue to have to fight for our place of time spent,” said Hearst’s App Lab vice pres- ident of digital editions Chris Wilkes. “Perhaps that more than anything else is what’s going to determine if we’re successful long term or not.” Another reason for the slower than expected success of mobile magazines is the advertis- ers — mostly in the Western hemisphere. They are the sea anchors, indicating that they still need a bit more convincing before they’ll start throwing money at digital publications. “[The advertisers] are more worried about giving the user content in the form that it is in a magazine than they are in delivering a good experience for the user in iOS,” Dalrymple explained. “I think the priorities are wrong.” Advertisers are not risk-takers, said Henk “The proliferation of content consumption via mobile devices is forcing the industry to rethink how we package content.” Kim Lau VP/digital, The Atlantic Digital InnovationsinMagazinesMedia2014WorldReport Thursday, 5 June 14
  • 47. In terms of scale — if noth- ing else — China’s mobile market is a world apart. While the US market added an impressive 55 million new smartphones in 2013, China added a mind- boggling 150 million new devices. The China Internet Network Information Cen- tre reported that 464 million Chinese accessed the internet via smartphones or other mobile device. China is also the largest online video consumption market, according to Nielsen. Put those statistics togeth- er, and you have a fertile market for mobile content and advertising. “In China, because of the robustness of the video sector, it does render a dif- ferent kind of consumption, where people are more familiar and OK with having sound, video effects, and the whole story being told in a [visual] way,” said Hearst Magazines International director of digital media Jenny Tsai. And that’s why publishers in China like Hearst and Condé Nast are seeing huge success rates in video add-ons to digital magazine content, especially in the Mobile magazines in the world’s largest mobile market: China continues page xx IDC. The future is even brighter, with analyst Forrester projecting a quadrupling of tablet ownership by 2017. The firm predicts the per- centage of online adults owning a tablet will hit 55 per cent by 2017, after being a mere seven per cent in 2011. In China (the world’s largest mobile market with 6.8bn mobile phones, according to the Telecommunications Development Sector), nine out of ten cellular phones sold are smart- phones, according to The Guardian. Tablets are the most preferred device for leisure and entertainment activities in China, according to the 2013 Research on the Media Value and Advertising Effect of Tablets. In Southeast Asia, tablet sales doubled in volume from June 2012 to May 2013 compared to the year before, according to a report by research firm GfK Asia. Even in Africa, where smartphone pene- tration lags the rest of the world, smartphone ownership is growing at 19 per cent year over year, according to IDC. Of the 650 million mobile phone subscribers in Africa, there are already about 100 million smartphone users, and that number is projected to double over the next four years, according to IDC. The increasing penetration of smartphones and tablets is already having an impact on magazines, with some publishers seeing huge jumps in mobile traffic. In the US, The Atlantic and Forbes, for ex- ample, are getting 30 to 50 per cent of their traffic from mobile respectively. In 2011, 86 per cent of Condé Nast UK’s traf- fic came from PCs, with less than one per cent via tablet and 14 per cent from mobile. Barely two years later, desktop traffic had plummeted to 58 per cent of the total, while mobile had more than doubled to 30 per cent and tablets shot from one to 12 per cent. Hearst UK titles Elle and Company have launched new mobile products in response to a 70 per cent increase in mobile traffic, with Elle getting 30 per cent of its traffic from mobile and Company almost half (45 per cent). “The proliferation of content consumption via mobile devices is forcing the industry to re- think how we package content, how we build websites, and, ultimately, how we monetise those via advertising,” said Kim Lau, VP/digital manager of The Atlantic Digital. “That’s a very real portion of our audience and one that we’re increasingly focused on making sure that we’re providing content to in a way that is optimised for their devices,” said Lau. And yet, even though it’s increasingly obvi- ous that mobile will be the dominant platform of the future, getting there is still proving to be a bit problematic. Why? Despite the growth of tablet ownership, tablet magazine subscriptions still accounted for no more than 3 per cent of total magazine circulation in the first half of 2013, according to the Alliance for Audited Media. “Everybody thought [the iPad] overnight was going to be this great thing to solve [ev- eryone’s] worries,” said Forbes Media chief product officer Lewis DVorkin. “But overnight? That’s not the case.” The battle for a mobile user’s time is an in- herent problem with mobile devices. Mobile users have so many options. Gaming, apps, and social networking, in particular, are sucking up more and more of mobile users’ attention spans. Already, about 65 per cent of time spent on social networks is happening via mobile devices, according to ComScore. And that’s something publishers need to tackle head-on. “We continue to have to fight for our place of time spent,” said Hearst’s App Lab vice pres- ident of digital editions Chris Wilkes. “Perhaps that more than anything else is what’s going to determine if we’re successful long term or not.” Another reason for the slower than expected success of mobile magazines is the advertis- ers — mostly in the Western hemisphere. They are the sea anchors, indicating that they still need a bit more convincing before they’ll start throwing money at digital publications. “[The advertisers] are more worried about giving the user content in the form that it is in a magazine than they are in delivering a good experience for the user in iOS,” Dalrymple explained. “I think the priorities are wrong.” Advertisers are not risk-takers, said Henk “The proliferation of content consumption via mobile devices is forcing the industry to rethink how we package content.” Kim Lau VP/digital, The Atlantic Digital InnovationsinMagazinesMedia2014WorldReport “We’re seeing fabulous growth in mobile usage, reaching 40 million people every month.” — Liz Schimel, Conde Nast China president Thursday, 5 June 14
  • 48. In terms of scale — if noth- ing else — China’s mobile market is a world apart. While the US market added an impressive 55 million new smartphones in 2013, China added a mind- boggling 150 million new devices. The China Internet Network Information Cen- tre reported that 464 million Chinese accessed the internet via smartphones or other mobile device. China is also the largest online video consumption market, according to Nielsen. Put those statistics togeth- er, and you have a fertile market for mobile content and advertising. “In China, because of the robustness of the video sector, it does render a dif- ferent kind of consumption, where people are more familiar and OK with having sound, video effects, and the whole story being told in a [visual] way,” said Hearst Magazines International director of digital media Jenny Tsai. And that’s why publishers in China like Hearst and Condé Nast are seeing huge success rates in video add-ons to digital magazine content, especially in the Mobile magazines in the world’s largest mobile market: China continues page xx IDC. The future is even brighter, with analyst Forrester projecting a quadrupling of tablet ownership by 2017. The firm predicts the per- centage of online adults owning a tablet will hit 55 per cent by 2017, after being a mere seven per cent in 2011. In China (the world’s largest mobile market with 6.8bn mobile phones, according to the Telecommunications Development Sector), nine out of ten cellular phones sold are smart- phones, according to The Guardian. Tablets are the most preferred device for leisure and entertainment activities in China, according to the 2013 Research on the Media Value and Advertising Effect of Tablets. In Southeast Asia, tablet sales doubled in volume from June 2012 to May 2013 compared to the year before, according to a report by research firm GfK Asia. Even in Africa, where smartphone pene- tration lags the rest of the world, smartphone ownership is growing at 19 per cent year over year, according to IDC. Of the 650 million mobile phone subscribers in Africa, there are already about 100 million smartphone users, and that number is projected to double over the next four years, according to IDC. The increasing penetration of smartphones and tablets is already having an impact on magazines, with some publishers seeing huge jumps in mobile traffic. In the US, The Atlantic and Forbes, for ex- ample, are getting 30 to 50 per cent of their traffic from mobile respectively. In 2011, 86 per cent of Condé Nast UK’s traf- fic came from PCs, with less than one per cent via tablet and 14 per cent from mobile. Barely two years later, desktop traffic had plummeted to 58 per cent of the total, while mobile had more than doubled to 30 per cent and tablets shot from one to 12 per cent. Hearst UK titles Elle and Company have launched new mobile products in response to a 70 per cent increase in mobile traffic, with Elle getting 30 per cent of its traffic from mobile and Company almost half (45 per cent). “The proliferation of content consumption via mobile devices is forcing the industry to re- think how we package content, how we build websites, and, ultimately, how we monetise those via advertising,” said Kim Lau, VP/digital manager of The Atlantic Digital. “That’s a very real portion of our audience and one that we’re increasingly focused on making sure that we’re providing content to in a way that is optimised for their devices,” said Lau. And yet, even though it’s increasingly obvi- ous that mobile will be the dominant platform of the future, getting there is still proving to be a bit problematic. Why? Despite the growth of tablet ownership, tablet magazine subscriptions still accounted for no more than 3 per cent of total magazine circulation in the first half of 2013, according to the Alliance for Audited Media. “Everybody thought [the iPad] overnight was going to be this great thing to solve [ev- eryone’s] worries,” said Forbes Media chief product officer Lewis DVorkin. “But overnight? That’s not the case.” The battle for a mobile user’s time is an in- herent problem with mobile devices. Mobile users have so many options. Gaming, apps, and social networking, in particular, are sucking up more and more of mobile users’ attention spans. Already, about 65 per cent of time spent on social networks is happening via mobile devices, according to ComScore. And that’s something publishers need to tackle head-on. “We continue to have to fight for our place of time spent,” said Hearst’s App Lab vice pres- ident of digital editions Chris Wilkes. “Perhaps that more than anything else is what’s going to determine if we’re successful long term or not.” Another reason for the slower than expected success of mobile magazines is the advertis- ers — mostly in the Western hemisphere. They are the sea anchors, indicating that they still need a bit more convincing before they’ll start throwing money at digital publications. “[The advertisers] are more worried about giving the user content in the form that it is in a magazine than they are in delivering a good experience for the user in iOS,” Dalrymple explained. “I think the priorities are wrong.” Advertisers are not risk-takers, said Henk “The proliferation of content consumption via mobile devices is forcing the industry to rethink how we package content.” Kim Lau VP/digital, The Atlantic Digital InnovationsinMagazinesMedia2014WorldReport Thursday, 5 June 14
  • 49. In terms of scale — if noth- ing else — China’s mobile market is a world apart. While the US market added an impressive 55 million new smartphones in 2013, China added a mind- boggling 150 million new devices. The China Internet Network Information Cen- tre reported that 464 million Chinese accessed the internet via smartphones or other mobile device. China is also the largest online video consumption market, according to Nielsen. Put those statistics togeth- er, and you have a fertile market for mobile content and advertising. “In China, because of the robustness of the video sector, it does render a dif- ferent kind of consumption, where people are more familiar and OK with having sound, video effects, and the whole story being told in a [visual] way,” said Hearst Magazines International director of digital media Jenny Tsai. And that’s why publishers in China like Hearst and Condé Nast are seeing huge success rates in video add-ons to digital magazine content, especially in the Mobile magazines in the world’s largest mobile market: China continues page xx IDC. The future is even brighter, with analyst Forrester projecting a quadrupling of tablet ownership by 2017. The firm predicts the per- centage of online adults owning a tablet will hit 55 per cent by 2017, after being a mere seven per cent in 2011. In China (the world’s largest mobile market with 6.8bn mobile phones, according to the Telecommunications Development Sector), nine out of ten cellular phones sold are smart- phones, according to The Guardian. Tablets are the most preferred device for leisure and entertainment activities in China, according to the 2013 Research on the Media Value and Advertising Effect of Tablets. In Southeast Asia, tablet sales doubled in volume from June 2012 to May 2013 compared to the year before, according to a report by research firm GfK Asia. Even in Africa, where smartphone pene- tration lags the rest of the world, smartphone ownership is growing at 19 per cent year over year, according to IDC. Of the 650 million mobile phone subscribers in Africa, there are already about 100 million smartphone users, and that number is projected to double over the next four years, according to IDC. The increasing penetration of smartphones and tablets is already having an impact on magazines, with some publishers seeing huge jumps in mobile traffic. In the US, The Atlantic and Forbes, for ex- ample, are getting 30 to 50 per cent of their traffic from mobile respectively. In 2011, 86 per cent of Condé Nast UK’s traf- fic came from PCs, with less than one per cent via tablet and 14 per cent from mobile. Barely two years later, desktop traffic had plummeted to 58 per cent of the total, while mobile had more than doubled to 30 per cent and tablets shot from one to 12 per cent. Hearst UK titles Elle and Company have launched new mobile products in response to a 70 per cent increase in mobile traffic, with Elle getting 30 per cent of its traffic from mobile and Company almost half (45 per cent). “The proliferation of content consumption via mobile devices is forcing the industry to re- think how we package content, how we build websites, and, ultimately, how we monetise those via advertising,” said Kim Lau, VP/digital manager of The Atlantic Digital. “That’s a very real portion of our audience and one that we’re increasingly focused on making sure that we’re providing content to in a way that is optimised for their devices,” said Lau. And yet, even though it’s increasingly obvi- ous that mobile will be the dominant platform of the future, getting there is still proving to be a bit problematic. Why? Despite the growth of tablet ownership, tablet magazine subscriptions still accounted for no more than 3 per cent of total magazine circulation in the first half of 2013, according to the Alliance for Audited Media. “Everybody thought [the iPad] overnight was going to be this great thing to solve [ev- eryone’s] worries,” said Forbes Media chief product officer Lewis DVorkin. “But overnight? That’s not the case.” The battle for a mobile user’s time is an in- herent problem with mobile devices. Mobile users have so many options. Gaming, apps, and social networking, in particular, are sucking up more and more of mobile users’ attention spans. Already, about 65 per cent of time spent on social networks is happening via mobile devices, according to ComScore. And that’s something publishers need to tackle head-on. “We continue to have to fight for our place of time spent,” said Hearst’s App Lab vice pres- ident of digital editions Chris Wilkes. “Perhaps that more than anything else is what’s going to determine if we’re successful long term or not.” Another reason for the slower than expected success of mobile magazines is the advertis- ers — mostly in the Western hemisphere. They are the sea anchors, indicating that they still need a bit more convincing before they’ll start throwing money at digital publications. “[The advertisers] are more worried about giving the user content in the form that it is in a magazine than they are in delivering a good experience for the user in iOS,” Dalrymple explained. “I think the priorities are wrong.” Advertisers are not risk-takers, said Henk “The proliferation of content consumption via mobile devices is forcing the industry to rethink how we package content.” Kim Lau VP/digital, The Atlantic Digital InnovationsinMagazinesMedia2014WorldReport Chinese advertisers are noticing, and Conde Nast is “overwhelmed” with advertiser demand to be on the iPad. Thursday, 5 June 14
  • 50. In terms of scale — if noth- ing else — China’s mobile market is a world apart. While the US market added an impressive 55 million new smartphones in 2013, China added a mind- boggling 150 million new devices. The China Internet Network Information Cen- tre reported that 464 million Chinese accessed the internet via smartphones or other mobile device. China is also the largest online video consumption market, according to Nielsen. Put those statistics togeth- er, and you have a fertile market for mobile content and advertising. “In China, because of the robustness of the video sector, it does render a dif- ferent kind of consumption, where people are more familiar and OK with having sound, video effects, and the whole story being told in a [visual] way,” said Hearst Magazines International director of digital media Jenny Tsai. And that’s why publishers in China like Hearst and Condé Nast are seeing huge success rates in video add-ons to digital magazine content, especially in the Mobile magazines in the world’s largest mobile market: China continues page xx IDC. The future is even brighter, with analyst Forrester projecting a quadrupling of tablet ownership by 2017. The firm predicts the per- centage of online adults owning a tablet will hit 55 per cent by 2017, after being a mere seven per cent in 2011. In China (the world’s largest mobile market with 6.8bn mobile phones, according to the Telecommunications Development Sector), nine out of ten cellular phones sold are smart- phones, according to The Guardian. Tablets are the most preferred device for leisure and entertainment activities in China, according to the 2013 Research on the Media Value and Advertising Effect of Tablets. In Southeast Asia, tablet sales doubled in volume from June 2012 to May 2013 compared to the year before, according to a report by research firm GfK Asia. Even in Africa, where smartphone pene- tration lags the rest of the world, smartphone ownership is growing at 19 per cent year over year, according to IDC. Of the 650 million mobile phone subscribers in Africa, there are already about 100 million smartphone users, and that number is projected to double over the next four years, according to IDC. The increasing penetration of smartphones and tablets is already having an impact on magazines, with some publishers seeing huge jumps in mobile traffic. In the US, The Atlantic and Forbes, for ex- ample, are getting 30 to 50 per cent of their traffic from mobile respectively. In 2011, 86 per cent of Condé Nast UK’s traf- fic came from PCs, with less than one per cent via tablet and 14 per cent from mobile. Barely two years later, desktop traffic had plummeted to 58 per cent of the total, while mobile had more than doubled to 30 per cent and tablets shot from one to 12 per cent. Hearst UK titles Elle and Company have launched new mobile products in response to a 70 per cent increase in mobile traffic, with Elle getting 30 per cent of its traffic from mobile and Company almost half (45 per cent). “The proliferation of content consumption via mobile devices is forcing the industry to re- think how we package content, how we build websites, and, ultimately, how we monetise those via advertising,” said Kim Lau, VP/digital manager of The Atlantic Digital. “That’s a very real portion of our audience and one that we’re increasingly focused on making sure that we’re providing content to in a way that is optimised for their devices,” said Lau. And yet, even though it’s increasingly obvi- ous that mobile will be the dominant platform of the future, getting there is still proving to be a bit problematic. Why? Despite the growth of tablet ownership, tablet magazine subscriptions still accounted for no more than 3 per cent of total magazine circulation in the first half of 2013, according to the Alliance for Audited Media. “Everybody thought [the iPad] overnight was going to be this great thing to solve [ev- eryone’s] worries,” said Forbes Media chief product officer Lewis DVorkin. “But overnight? That’s not the case.” The battle for a mobile user’s time is an in- herent problem with mobile devices. Mobile users have so many options. Gaming, apps, and social networking, in particular, are sucking up more and more of mobile users’ attention spans. Already, about 65 per cent of time spent on social networks is happening via mobile devices, according to ComScore. And that’s something publishers need to tackle head-on. “We continue to have to fight for our place of time spent,” said Hearst’s App Lab vice pres- ident of digital editions Chris Wilkes. “Perhaps that more than anything else is what’s going to determine if we’re successful long term or not.” Another reason for the slower than expected success of mobile magazines is the advertis- ers — mostly in the Western hemisphere. They are the sea anchors, indicating that they still need a bit more convincing before they’ll start throwing money at digital publications. “[The advertisers] are more worried about giving the user content in the form that it is in a magazine than they are in delivering a good experience for the user in iOS,” Dalrymple explained. “I think the priorities are wrong.” Advertisers are not risk-takers, said Henk “The proliferation of content consumption via mobile devices is forcing the industry to rethink how we package content.” Kim Lau VP/digital, The Atlantic Digital InnovationsinMagazinesMedia2014WorldReport Thursday, 5 June 14
  • 51. 6 7INNOVATIONS IN MAGAZINE MEDIA 2014 INNOVATIONS IN MAGAZINE MEDIA 2014 fashion and entertainment sector. Condé Nast China president Liz Schimel is sitting at her desk on the 23rd floor of one of Shanghai’s tallest skyscrapers. One side of the office wall is almost entirely made up of windows, which continue to wrap around the corner behind her, lending a feeling of massive scale that seems only fitting, given the topic at hand. “Unlike some of the other brands out there, we made the decision to get 100 per cent plus of our content into those versions,” she explained. “So we’re not just doing a light version at this point, we really are providing all the content, and we’ve seen fabulous growth in usage.” In the world’s largest mobile market, “fabulous growth” is no mean feat. “The numbers here are just so awesomely, eye-pop- pingly large for everything that you do,” Schimel said. “We reach almost 40 million people every month.” Advertisers are noticing the growth, too. They are so excited about how Condé Nast is using video and mul- timedia in its Chinese mobile applications that Schimel’s team is overwhelmed with advertiser demand to be on the iPad. “We do have to make sure, in everything we do, that we’re balancing the needs of our advertisers and those of our consumers because, ultimately, they’re one,” she At the very beginning of 2014, Forbes became the first magazine to launch its own social network continued from page xxx Scheenstra, Sanoma COO for content media in the Netherlands. They want to see the subscrip- tion and readership results before they invest. Yet there is tablet advertising growth. While print ad revenues declined yet again in 2013, tablet magazine revenue grew by 22 per cent, according to AdWeek. Unfortunately, that growth is somewhat deceiving. Most of those ads do not bring in extra money from advertisers; many are just pickups from print, according to AdWeek. And yet, by 2020, the global tablet advertis- ing market is expected to top $27 billion a year in annual revenue, according to The Guardian. And why not? Mobile ads outperform desk- top ads in terms of click-through and sharing rates,BuzzfeedCEOJonahPerettitoldAdWeek. That is because users are more engrossed using their mobile devices than they are on desktops, Peretti explained, pointing out that there are far fewer distractions on a mobile screen than on a desktop. “You have to understand the use case of the consumer, and that on the mobile phone, they’re more utility driven, they want to learn something or get something in the moment that’s valuable to them,” said Condé Nast Chi- na president Liz Schimel. “It’s not as much of a lean-back, peruse content experience as a tablet or a print magazine or a desktop.” “Smartphones stand for a different usage media in a high frequency while you are on the move, and this is all about reach and in- teraction,” said Oliver von Wersch, director of Gruner + Jahr’s digital and electronic media sales. The German publishing giant went to great lengths to embrace new mobile strat- egies recently, redefining its position on the publishing stage by rebranding itself as a “House of Content” rather than a “House of Magazines”. What about the readers? What do they want on their mobile devices? “They don’t want to watch the magazine, they don’t want to play the magazine; the respect for reading is still very high,” said Hearst’s Wilkes. “The way we have to win is not become more game-like and not become more fre- quent and more daily like social, but continue to invest in very rich, unique content expe- riences,” Wilkes said. “We have to win with quality.” That’s not to say certain media elements have no place in modern mobile magazine publishing. But it does mean editors need to be more discerning about how and why they use certain multimedia tools. “A lot of interactivity is only as valuable as what it adds to that part of the experience,” said Hearst Magazines International director of digital media Jenny Tsai. disappearing,” Sanoma’s Scheenstra says. “The way the content is being consumed triggers a new way of content production.” That means more interactivity, rebundling for more frequent publishing, and added visu- al elements like video, Scheenstra said. The days when PDFs reduced to fit mobile screens were considered acceptable are long gone (or should be); today’s mobile-savvy consumers expect targeted, rich, platform-op- timised user experiences, and if they don’t get it, they won’t come back. “I’d say the one thing we’ve learned from our audience is that they’re less interested in digital PDFs of magazines,” said Atlantic Digital’s Lau. “[We’re] moving away from just replicating what the magazine pages look like and moving toward more of a hybrid that al- lows the user to interact with the content and manipulate the content.” The PDF approach to mobile resulted in a user experience that made readers think the magazine had “crammed something that doesn’t fit” into the mobile screen, Hearst Labs’ Wilkes said. “That’s largely what I think most magazines on small screens have done; they’ve made it overwhelming.” “I don’t believe in shrinking the whole ex- perience of the magazine down into the mo- bile device,” said Condé Nast China’s Schimel. “The mobile device has to be very purposeful, very immediate.” For all magazines, increasing usage time on apps and mobile websites is a critical contributor to increasing subscription and engagement numbers and revenue. One of the best ways to do that is through sharing and social networks. But that ability to share has bedevilled almost every publisher because most digital magazine apps are an isolated reading experience. Over the last few years, it has become obvious to publishers that it is essential to put content onto the web for readers to enjoy and share. But current magazine apps hamper social communication. “One of the big criticisms of traditional dig- ital magazines has been that they’re a walled garden,” Wilkes says. While publishers struggle to make content shareable and save-able yet not searchable online, Forbes has tackled the sharing issue Mobile magazines in the world’s largest mobile market: China MOBILEMOBILE InnovationsinMagazinesMedia2014WorldReport Thursday, 5 June 14
  • 52. 6 7INNOVATIONS IN MAGAZINE MEDIA 2014 INNOVATIONS IN MAGAZINE MEDIA 2014 fashion and entertainment sector. Condé Nast China president Liz Schimel is sitting at her desk on the 23rd floor of one of Shanghai’s tallest skyscrapers. One side of the office wall is almost entirely made up of windows, which continue to wrap around the corner behind her, lending a feeling of massive scale that seems only fitting, given the topic at hand. “Unlike some of the other brands out there, we made the decision to get 100 per cent plus of our content into those versions,” she explained. “So we’re not just doing a light version at this point, we really are providing all the content, and we’ve seen fabulous growth in usage.” In the world’s largest mobile market, “fabulous growth” is no mean feat. “The numbers here are just so awesomely, eye-pop- pingly large for everything that you do,” Schimel said. “We reach almost 40 million people every month.” Advertisers are noticing the growth, too. They are so excited about how Condé Nast is using video and mul- timedia in its Chinese mobile applications that Schimel’s team is overwhelmed with advertiser demand to be on the iPad. “We do have to make sure, in everything we do, that we’re balancing the needs of our advertisers and those of our consumers because, ultimately, they’re one,” she At the very beginning of 2014, Forbes became the first magazine to launch its own social network continued from page xxx Scheenstra, Sanoma COO for content media in the Netherlands. They want to see the subscrip- tion and readership results before they invest. Yet there is tablet advertising growth. While print ad revenues declined yet again in 2013, tablet magazine revenue grew by 22 per cent, according to AdWeek. Unfortunately, that growth is somewhat deceiving. Most of those ads do not bring in extra money from advertisers; many are just pickups from print, according to AdWeek. And yet, by 2020, the global tablet advertis- ing market is expected to top $27 billion a year in annual revenue, according to The Guardian. And why not? Mobile ads outperform desk- top ads in terms of click-through and sharing rates,BuzzfeedCEOJonahPerettitoldAdWeek. That is because users are more engrossed using their mobile devices than they are on desktops, Peretti explained, pointing out that there are far fewer distractions on a mobile screen than on a desktop. “You have to understand the use case of the consumer, and that on the mobile phone, they’re more utility driven, they want to learn something or get something in the moment that’s valuable to them,” said Condé Nast Chi- na president Liz Schimel. “It’s not as much of a lean-back, peruse content experience as a tablet or a print magazine or a desktop.” “Smartphones stand for a different usage media in a high frequency while you are on the move, and this is all about reach and in- teraction,” said Oliver von Wersch, director of Gruner + Jahr’s digital and electronic media sales. The German publishing giant went to great lengths to embrace new mobile strat- egies recently, redefining its position on the publishing stage by rebranding itself as a “House of Content” rather than a “House of Magazines”. What about the readers? What do they want on their mobile devices? “They don’t want to watch the magazine, they don’t want to play the magazine; the respect for reading is still very high,” said Hearst’s Wilkes. “The way we have to win is not become more game-like and not become more fre- quent and more daily like social, but continue to invest in very rich, unique content expe- riences,” Wilkes said. “We have to win with quality.” That’s not to say certain media elements have no place in modern mobile magazine publishing. But it does mean editors need to be more discerning about how and why they use certain multimedia tools. “A lot of interactivity is only as valuable as what it adds to that part of the experience,” said Hearst Magazines International director of digital media Jenny Tsai. disappearing,” Sanoma’s Scheenstra says. “The way the content is being consumed triggers a new way of content production.” That means more interactivity, rebundling for more frequent publishing, and added visu- al elements like video, Scheenstra said. The days when PDFs reduced to fit mobile screens were considered acceptable are long gone (or should be); today’s mobile-savvy consumers expect targeted, rich, platform-op- timised user experiences, and if they don’t get it, they won’t come back. “I’d say the one thing we’ve learned from our audience is that they’re less interested in digital PDFs of magazines,” said Atlantic Digital’s Lau. “[We’re] moving away from just replicating what the magazine pages look like and moving toward more of a hybrid that al- lows the user to interact with the content and manipulate the content.” The PDF approach to mobile resulted in a user experience that made readers think the magazine had “crammed something that doesn’t fit” into the mobile screen, Hearst Labs’ Wilkes said. “That’s largely what I think most magazines on small screens have done; they’ve made it overwhelming.” “I don’t believe in shrinking the whole ex- perience of the magazine down into the mo- bile device,” said Condé Nast China’s Schimel. “The mobile device has to be very purposeful, very immediate.” For all magazines, increasing usage time on apps and mobile websites is a critical contributor to increasing subscription and engagement numbers and revenue. One of the best ways to do that is through sharing and social networks. But that ability to share has bedevilled almost every publisher because most digital magazine apps are an isolated reading experience. Over the last few years, it has become obvious to publishers that it is essential to put content onto the web for readers to enjoy and share. But current magazine apps hamper social communication. “One of the big criticisms of traditional dig- ital magazines has been that they’re a walled garden,” Wilkes says. While publishers struggle to make content shareable and save-able yet not searchable online, Forbes has tackled the sharing issue Mobile magazines in the world’s largest mobile market: China MOBILEMOBILE InnovationsinMagazinesMedia2014WorldReport Another sea anchor? Advertisers “Advertisers are not risk takers” — Henk Scheenstra, Sanoma COO, Content Media Thursday, 5 June 14
  • 53. 6 7INNOVATIONS IN MAGAZINE MEDIA 2014 INNOVATIONS IN MAGAZINE MEDIA 2014 fashion and entertainment sector. Condé Nast China president Liz Schimel is sitting at her desk on the 23rd floor of one of Shanghai’s tallest skyscrapers. One side of the office wall is almost entirely made up of windows, which continue to wrap around the corner behind her, lending a feeling of massive scale that seems only fitting, given the topic at hand. “Unlike some of the other brands out there, we made the decision to get 100 per cent plus of our content into those versions,” she explained. “So we’re not just doing a light version at this point, we really are providing all the content, and we’ve seen fabulous growth in usage.” In the world’s largest mobile market, “fabulous growth” is no mean feat. “The numbers here are just so awesomely, eye-pop- pingly large for everything that you do,” Schimel said. “We reach almost 40 million people every month.” Advertisers are noticing the growth, too. They are so excited about how Condé Nast is using video and mul- timedia in its Chinese mobile applications that Schimel’s team is overwhelmed with advertiser demand to be on the iPad. “We do have to make sure, in everything we do, that we’re balancing the needs of our advertisers and those of our consumers because, ultimately, they’re one,” she At the very beginning of 2014, Forbes became the first magazine to launch its own social network continued from page xxx Scheenstra, Sanoma COO for content media in the Netherlands. They want to see the subscrip- tion and readership results before they invest. Yet there is tablet advertising growth. While print ad revenues declined yet again in 2013, tablet magazine revenue grew by 22 per cent, according to AdWeek. Unfortunately, that growth is somewhat deceiving. Most of those ads do not bring in extra money from advertisers; many are just pickups from print, according to AdWeek. And yet, by 2020, the global tablet advertis- ing market is expected to top $27 billion a year in annual revenue, according to The Guardian. And why not? Mobile ads outperform desk- top ads in terms of click-through and sharing rates,BuzzfeedCEOJonahPerettitoldAdWeek. That is because users are more engrossed using their mobile devices than they are on desktops, Peretti explained, pointing out that there are far fewer distractions on a mobile screen than on a desktop. “You have to understand the use case of the consumer, and that on the mobile phone, they’re more utility driven, they want to learn something or get something in the moment that’s valuable to them,” said Condé Nast Chi- na president Liz Schimel. “It’s not as much of a lean-back, peruse content experience as a tablet or a print magazine or a desktop.” “Smartphones stand for a different usage media in a high frequency while you are on the move, and this is all about reach and in- teraction,” said Oliver von Wersch, director of Gruner + Jahr’s digital and electronic media sales. The German publishing giant went to great lengths to embrace new mobile strat- egies recently, redefining its position on the publishing stage by rebranding itself as a “House of Content” rather than a “House of Magazines”. What about the readers? What do they want on their mobile devices? “They don’t want to watch the magazine, they don’t want to play the magazine; the respect for reading is still very high,” said Hearst’s Wilkes. “The way we have to win is not become more game-like and not become more fre- quent and more daily like social, but continue to invest in very rich, unique content expe- riences,” Wilkes said. “We have to win with quality.” That’s not to say certain media elements have no place in modern mobile magazine publishing. But it does mean editors need to be more discerning about how and why they use certain multimedia tools. “A lot of interactivity is only as valuable as what it adds to that part of the experience,” said Hearst Magazines International director of digital media Jenny Tsai. disappearing,” Sanoma’s Scheenstra says. “The way the content is being consumed triggers a new way of content production.” That means more interactivity, rebundling for more frequent publishing, and added visu- al elements like video, Scheenstra said. The days when PDFs reduced to fit mobile screens were considered acceptable are long gone (or should be); today’s mobile-savvy consumers expect targeted, rich, platform-op- timised user experiences, and if they don’t get it, they won’t come back. “I’d say the one thing we’ve learned from our audience is that they’re less interested in digital PDFs of magazines,” said Atlantic Digital’s Lau. “[We’re] moving away from just replicating what the magazine pages look like and moving toward more of a hybrid that al- lows the user to interact with the content and manipulate the content.” The PDF approach to mobile resulted in a user experience that made readers think the magazine had “crammed something that doesn’t fit” into the mobile screen, Hearst Labs’ Wilkes said. “That’s largely what I think most magazines on small screens have done; they’ve made it overwhelming.” “I don’t believe in shrinking the whole ex- perience of the magazine down into the mo- bile device,” said Condé Nast China’s Schimel. “The mobile device has to be very purposeful, very immediate.” For all magazines, increasing usage time on apps and mobile websites is a critical contributor to increasing subscription and engagement numbers and revenue. One of the best ways to do that is through sharing and social networks. But that ability to share has bedevilled almost every publisher because most digital magazine apps are an isolated reading experience. Over the last few years, it has become obvious to publishers that it is essential to put content onto the web for readers to enjoy and share. But current magazine apps hamper social communication. “One of the big criticisms of traditional dig- ital magazines has been that they’re a walled garden,” Wilkes says. While publishers struggle to make content shareable and save-able yet not searchable online, Forbes has tackled the sharing issue Mobile magazines in the world’s largest mobile market: China MOBILEMOBILE InnovationsinMagazinesMedia2014WorldReport Thursday, 5 June 14
  • 54. 6 7INNOVATIONS IN MAGAZINE MEDIA 2014 INNOVATIONS IN MAGAZINE MEDIA 2014 fashion and entertainment sector. Condé Nast China president Liz Schimel is sitting at her desk on the 23rd floor of one of Shanghai’s tallest skyscrapers. One side of the office wall is almost entirely made up of windows, which continue to wrap around the corner behind her, lending a feeling of massive scale that seems only fitting, given the topic at hand. “Unlike some of the other brands out there, we made the decision to get 100 per cent plus of our content into those versions,” she explained. “So we’re not just doing a light version at this point, we really are providing all the content, and we’ve seen fabulous growth in usage.” In the world’s largest mobile market, “fabulous growth” is no mean feat. “The numbers here are just so awesomely, eye-pop- pingly large for everything that you do,” Schimel said. “We reach almost 40 million people every month.” Advertisers are noticing the growth, too. They are so excited about how Condé Nast is using video and mul- timedia in its Chinese mobile applications that Schimel’s team is overwhelmed with advertiser demand to be on the iPad. “We do have to make sure, in everything we do, that we’re balancing the needs of our advertisers and those of our consumers because, ultimately, they’re one,” she At the very beginning of 2014, Forbes became the first magazine to launch its own social network continued from page xxx Scheenstra, Sanoma COO for content media in the Netherlands. They want to see the subscrip- tion and readership results before they invest. Yet there is tablet advertising growth. While print ad revenues declined yet again in 2013, tablet magazine revenue grew by 22 per cent, according to AdWeek. Unfortunately, that growth is somewhat deceiving. Most of those ads do not bring in extra money from advertisers; many are just pickups from print, according to AdWeek. And yet, by 2020, the global tablet advertis- ing market is expected to top $27 billion a year in annual revenue, according to The Guardian. And why not? Mobile ads outperform desk- top ads in terms of click-through and sharing rates,BuzzfeedCEOJonahPerettitoldAdWeek. That is because users are more engrossed using their mobile devices than they are on desktops, Peretti explained, pointing out that there are far fewer distractions on a mobile screen than on a desktop. “You have to understand the use case of the consumer, and that on the mobile phone, they’re more utility driven, they want to learn something or get something in the moment that’s valuable to them,” said Condé Nast Chi- na president Liz Schimel. “It’s not as much of a lean-back, peruse content experience as a tablet or a print magazine or a desktop.” “Smartphones stand for a different usage media in a high frequency while you are on the move, and this is all about reach and in- teraction,” said Oliver von Wersch, director of Gruner + Jahr’s digital and electronic media sales. The German publishing giant went to great lengths to embrace new mobile strat- egies recently, redefining its position on the publishing stage by rebranding itself as a “House of Content” rather than a “House of Magazines”. What about the readers? What do they want on their mobile devices? “They don’t want to watch the magazine, they don’t want to play the magazine; the respect for reading is still very high,” said Hearst’s Wilkes. “The way we have to win is not become more game-like and not become more fre- quent and more daily like social, but continue to invest in very rich, unique content expe- riences,” Wilkes said. “We have to win with quality.” That’s not to say certain media elements have no place in modern mobile magazine publishing. But it does mean editors need to be more discerning about how and why they use certain multimedia tools. “A lot of interactivity is only as valuable as what it adds to that part of the experience,” said Hearst Magazines International director of digital media Jenny Tsai. disappearing,” Sanoma’s Scheenstra says. “The way the content is being consumed triggers a new way of content production.” That means more interactivity, rebundling for more frequent publishing, and added visu- al elements like video, Scheenstra said. The days when PDFs reduced to fit mobile screens were considered acceptable are long gone (or should be); today’s mobile-savvy consumers expect targeted, rich, platform-op- timised user experiences, and if they don’t get it, they won’t come back. “I’d say the one thing we’ve learned from our audience is that they’re less interested in digital PDFs of magazines,” said Atlantic Digital’s Lau. “[We’re] moving away from just replicating what the magazine pages look like and moving toward more of a hybrid that al- lows the user to interact with the content and manipulate the content.” The PDF approach to mobile resulted in a user experience that made readers think the magazine had “crammed something that doesn’t fit” into the mobile screen, Hearst Labs’ Wilkes said. “That’s largely what I think most magazines on small screens have done; they’ve made it overwhelming.” “I don’t believe in shrinking the whole ex- perience of the magazine down into the mo- bile device,” said Condé Nast China’s Schimel. “The mobile device has to be very purposeful, very immediate.” For all magazines, increasing usage time on apps and mobile websites is a critical contributor to increasing subscription and engagement numbers and revenue. One of the best ways to do that is through sharing and social networks. But that ability to share has bedevilled almost every publisher because most digital magazine apps are an isolated reading experience. Over the last few years, it has become obvious to publishers that it is essential to put content onto the web for readers to enjoy and share. But current magazine apps hamper social communication. “One of the big criticisms of traditional dig- ital magazines has been that they’re a walled garden,” Wilkes says. While publishers struggle to make content shareable and save-able yet not searchable online, Forbes has tackled the sharing issue Mobile magazines in the world’s largest mobile market: China MOBILEMOBILE InnovationsinMagazinesMedia2014WorldReport Tablet ad revenues grew by only 22% in ’13, but are projected to top US$27bn by 2020 Thursday, 5 June 14
  • 55. 6 7INNOVATIONS IN MAGAZINE MEDIA 2014 INNOVATIONS IN MAGAZINE MEDIA 2014 fashion and entertainment sector. Condé Nast China president Liz Schimel is sitting at her desk on the 23rd floor of one of Shanghai’s tallest skyscrapers. One side of the office wall is almost entirely made up of windows, which continue to wrap around the corner behind her, lending a feeling of massive scale that seems only fitting, given the topic at hand. “Unlike some of the other brands out there, we made the decision to get 100 per cent plus of our content into those versions,” she explained. “So we’re not just doing a light version at this point, we really are providing all the content, and we’ve seen fabulous growth in usage.” In the world’s largest mobile market, “fabulous growth” is no mean feat. “The numbers here are just so awesomely, eye-pop- pingly large for everything that you do,” Schimel said. “We reach almost 40 million people every month.” Advertisers are noticing the growth, too. They are so excited about how Condé Nast is using video and mul- timedia in its Chinese mobile applications that Schimel’s team is overwhelmed with advertiser demand to be on the iPad. “We do have to make sure, in everything we do, that we’re balancing the needs of our advertisers and those of our consumers because, ultimately, they’re one,” she At the very beginning of 2014, Forbes became the first magazine to launch its own social network continued from page xxx Scheenstra, Sanoma COO for content media in the Netherlands. They want to see the subscrip- tion and readership results before they invest. Yet there is tablet advertising growth. While print ad revenues declined yet again in 2013, tablet magazine revenue grew by 22 per cent, according to AdWeek. Unfortunately, that growth is somewhat deceiving. Most of those ads do not bring in extra money from advertisers; many are just pickups from print, according to AdWeek. And yet, by 2020, the global tablet advertis- ing market is expected to top $27 billion a year in annual revenue, according to The Guardian. And why not? Mobile ads outperform desk- top ads in terms of click-through and sharing rates,BuzzfeedCEOJonahPerettitoldAdWeek. That is because users are more engrossed using their mobile devices than they are on desktops, Peretti explained, pointing out that there are far fewer distractions on a mobile screen than on a desktop. “You have to understand the use case of the consumer, and that on the mobile phone, they’re more utility driven, they want to learn something or get something in the moment that’s valuable to them,” said Condé Nast Chi- na president Liz Schimel. “It’s not as much of a lean-back, peruse content experience as a tablet or a print magazine or a desktop.” “Smartphones stand for a different usage media in a high frequency while you are on the move, and this is all about reach and in- teraction,” said Oliver von Wersch, director of Gruner + Jahr’s digital and electronic media sales. The German publishing giant went to great lengths to embrace new mobile strat- egies recently, redefining its position on the publishing stage by rebranding itself as a “House of Content” rather than a “House of Magazines”. What about the readers? What do they want on their mobile devices? “They don’t want to watch the magazine, they don’t want to play the magazine; the respect for reading is still very high,” said Hearst’s Wilkes. “The way we have to win is not become more game-like and not become more fre- quent and more daily like social, but continue to invest in very rich, unique content expe- riences,” Wilkes said. “We have to win with quality.” That’s not to say certain media elements have no place in modern mobile magazine publishing. But it does mean editors need to be more discerning about how and why they use certain multimedia tools. “A lot of interactivity is only as valuable as what it adds to that part of the experience,” said Hearst Magazines International director of digital media Jenny Tsai. disappearing,” Sanoma’s Scheenstra says. “The way the content is being consumed triggers a new way of content production.” That means more interactivity, rebundling for more frequent publishing, and added visu- al elements like video, Scheenstra said. The days when PDFs reduced to fit mobile screens were considered acceptable are long gone (or should be); today’s mobile-savvy consumers expect targeted, rich, platform-op- timised user experiences, and if they don’t get it, they won’t come back. “I’d say the one thing we’ve learned from our audience is that they’re less interested in digital PDFs of magazines,” said Atlantic Digital’s Lau. “[We’re] moving away from just replicating what the magazine pages look like and moving toward more of a hybrid that al- lows the user to interact with the content and manipulate the content.” The PDF approach to mobile resulted in a user experience that made readers think the magazine had “crammed something that doesn’t fit” into the mobile screen, Hearst Labs’ Wilkes said. “That’s largely what I think most magazines on small screens have done; they’ve made it overwhelming.” “I don’t believe in shrinking the whole ex- perience of the magazine down into the mo- bile device,” said Condé Nast China’s Schimel. “The mobile device has to be very purposeful, very immediate.” For all magazines, increasing usage time on apps and mobile websites is a critical contributor to increasing subscription and engagement numbers and revenue. One of the best ways to do that is through sharing and social networks. But that ability to share has bedevilled almost every publisher because most digital magazine apps are an isolated reading experience. Over the last few years, it has become obvious to publishers that it is essential to put content onto the web for readers to enjoy and share. But current magazine apps hamper social communication. “One of the big criticisms of traditional dig- ital magazines has been that they’re a walled garden,” Wilkes says. While publishers struggle to make content shareable and save-able yet not searchable online, Forbes has tackled the sharing issue Mobile magazines in the world’s largest mobile market: China MOBILEMOBILE InnovationsinMagazinesMedia2014WorldReport Thursday, 5 June 14
  • 56. 6 7INNOVATIONS IN MAGAZINE MEDIA 2014 INNOVATIONS IN MAGAZINE MEDIA 2014 fashion and entertainment sector. Condé Nast China president Liz Schimel is sitting at her desk on the 23rd floor of one of Shanghai’s tallest skyscrapers. One side of the office wall is almost entirely made up of windows, which continue to wrap around the corner behind her, lending a feeling of massive scale that seems only fitting, given the topic at hand. “Unlike some of the other brands out there, we made the decision to get 100 per cent plus of our content into those versions,” she explained. “So we’re not just doing a light version at this point, we really are providing all the content, and we’ve seen fabulous growth in usage.” In the world’s largest mobile market, “fabulous growth” is no mean feat. “The numbers here are just so awesomely, eye-pop- pingly large for everything that you do,” Schimel said. “We reach almost 40 million people every month.” Advertisers are noticing the growth, too. They are so excited about how Condé Nast is using video and mul- timedia in its Chinese mobile applications that Schimel’s team is overwhelmed with advertiser demand to be on the iPad. “We do have to make sure, in everything we do, that we’re balancing the needs of our advertisers and those of our consumers because, ultimately, they’re one,” she At the very beginning of 2014, Forbes became the first magazine to launch its own social network continued from page xxx Scheenstra, Sanoma COO for content media in the Netherlands. They want to see the subscrip- tion and readership results before they invest. Yet there is tablet advertising growth. While print ad revenues declined yet again in 2013, tablet magazine revenue grew by 22 per cent, according to AdWeek. Unfortunately, that growth is somewhat deceiving. Most of those ads do not bring in extra money from advertisers; many are just pickups from print, according to AdWeek. And yet, by 2020, the global tablet advertis- ing market is expected to top $27 billion a year in annual revenue, according to The Guardian. And why not? Mobile ads outperform desk- top ads in terms of click-through and sharing rates,BuzzfeedCEOJonahPerettitoldAdWeek. That is because users are more engrossed using their mobile devices than they are on desktops, Peretti explained, pointing out that there are far fewer distractions on a mobile screen than on a desktop. “You have to understand the use case of the consumer, and that on the mobile phone, they’re more utility driven, they want to learn something or get something in the moment that’s valuable to them,” said Condé Nast Chi- na president Liz Schimel. “It’s not as much of a lean-back, peruse content experience as a tablet or a print magazine or a desktop.” “Smartphones stand for a different usage media in a high frequency while you are on the move, and this is all about reach and in- teraction,” said Oliver von Wersch, director of Gruner + Jahr’s digital and electronic media sales. The German publishing giant went to great lengths to embrace new mobile strat- egies recently, redefining its position on the publishing stage by rebranding itself as a “House of Content” rather than a “House of Magazines”. What about the readers? What do they want on their mobile devices? “They don’t want to watch the magazine, they don’t want to play the magazine; the respect for reading is still very high,” said Hearst’s Wilkes. “The way we have to win is not become more game-like and not become more fre- quent and more daily like social, but continue to invest in very rich, unique content expe- riences,” Wilkes said. “We have to win with quality.” That’s not to say certain media elements have no place in modern mobile magazine publishing. But it does mean editors need to be more discerning about how and why they use certain multimedia tools. “A lot of interactivity is only as valuable as what it adds to that part of the experience,” said Hearst Magazines International director of digital media Jenny Tsai. disappearing,” Sanoma’s Scheenstra says. “The way the content is being consumed triggers a new way of content production.” That means more interactivity, rebundling for more frequent publishing, and added visu- al elements like video, Scheenstra said. The days when PDFs reduced to fit mobile screens were considered acceptable are long gone (or should be); today’s mobile-savvy consumers expect targeted, rich, platform-op- timised user experiences, and if they don’t get it, they won’t come back. “I’d say the one thing we’ve learned from our audience is that they’re less interested in digital PDFs of magazines,” said Atlantic Digital’s Lau. “[We’re] moving away from just replicating what the magazine pages look like and moving toward more of a hybrid that al- lows the user to interact with the content and manipulate the content.” The PDF approach to mobile resulted in a user experience that made readers think the magazine had “crammed something that doesn’t fit” into the mobile screen, Hearst Labs’ Wilkes said. “That’s largely what I think most magazines on small screens have done; they’ve made it overwhelming.” “I don’t believe in shrinking the whole ex- perience of the magazine down into the mo- bile device,” said Condé Nast China’s Schimel. “The mobile device has to be very purposeful, very immediate.” For all magazines, increasing usage time on apps and mobile websites is a critical contributor to increasing subscription and engagement numbers and revenue. One of the best ways to do that is through sharing and social networks. But that ability to share has bedevilled almost every publisher because most digital magazine apps are an isolated reading experience. Over the last few years, it has become obvious to publishers that it is essential to put content onto the web for readers to enjoy and share. But current magazine apps hamper social communication. “One of the big criticisms of traditional dig- ital magazines has been that they’re a walled garden,” Wilkes says. While publishers struggle to make content shareable and save-able yet not searchable online, Forbes has tackled the sharing issue Mobile magazines in the world’s largest mobile market: China MOBILEMOBILE InnovationsinMagazinesMedia2014WorldReport And why not? Mobile ads outperform desktop ads in click- throughs and sharing — BuzzFeed CEO Jonah Peretti Thursday, 5 June 14
  • 57. 6 7INNOVATIONS IN MAGAZINE MEDIA 2014 INNOVATIONS IN MAGAZINE MEDIA 2014 fashion and entertainment sector. Condé Nast China president Liz Schimel is sitting at her desk on the 23rd floor of one of Shanghai’s tallest skyscrapers. One side of the office wall is almost entirely made up of windows, which continue to wrap around the corner behind her, lending a feeling of massive scale that seems only fitting, given the topic at hand. “Unlike some of the other brands out there, we made the decision to get 100 per cent plus of our content into those versions,” she explained. “So we’re not just doing a light version at this point, we really are providing all the content, and we’ve seen fabulous growth in usage.” In the world’s largest mobile market, “fabulous growth” is no mean feat. “The numbers here are just so awesomely, eye-pop- pingly large for everything that you do,” Schimel said. “We reach almost 40 million people every month.” Advertisers are noticing the growth, too. They are so excited about how Condé Nast is using video and mul- timedia in its Chinese mobile applications that Schimel’s team is overwhelmed with advertiser demand to be on the iPad. “We do have to make sure, in everything we do, that we’re balancing the needs of our advertisers and those of our consumers because, ultimately, they’re one,” she At the very beginning of 2014, Forbes became the first magazine to launch its own social network continued from page xxx Scheenstra, Sanoma COO for content media in the Netherlands. They want to see the subscrip- tion and readership results before they invest. Yet there is tablet advertising growth. While print ad revenues declined yet again in 2013, tablet magazine revenue grew by 22 per cent, according to AdWeek. Unfortunately, that growth is somewhat deceiving. Most of those ads do not bring in extra money from advertisers; many are just pickups from print, according to AdWeek. And yet, by 2020, the global tablet advertis- ing market is expected to top $27 billion a year in annual revenue, according to The Guardian. And why not? Mobile ads outperform desk- top ads in terms of click-through and sharing rates,BuzzfeedCEOJonahPerettitoldAdWeek. That is because users are more engrossed using their mobile devices than they are on desktops, Peretti explained, pointing out that there are far fewer distractions on a mobile screen than on a desktop. “You have to understand the use case of the consumer, and that on the mobile phone, they’re more utility driven, they want to learn something or get something in the moment that’s valuable to them,” said Condé Nast Chi- na president Liz Schimel. “It’s not as much of a lean-back, peruse content experience as a tablet or a print magazine or a desktop.” “Smartphones stand for a different usage media in a high frequency while you are on the move, and this is all about reach and in- teraction,” said Oliver von Wersch, director of Gruner + Jahr’s digital and electronic media sales. The German publishing giant went to great lengths to embrace new mobile strat- egies recently, redefining its position on the publishing stage by rebranding itself as a “House of Content” rather than a “House of Magazines”. What about the readers? What do they want on their mobile devices? “They don’t want to watch the magazine, they don’t want to play the magazine; the respect for reading is still very high,” said Hearst’s Wilkes. “The way we have to win is not become more game-like and not become more fre- quent and more daily like social, but continue to invest in very rich, unique content expe- riences,” Wilkes said. “We have to win with quality.” That’s not to say certain media elements have no place in modern mobile magazine publishing. But it does mean editors need to be more discerning about how and why they use certain multimedia tools. “A lot of interactivity is only as valuable as what it adds to that part of the experience,” said Hearst Magazines International director of digital media Jenny Tsai. disappearing,” Sanoma’s Scheenstra says. “The way the content is being consumed triggers a new way of content production.” That means more interactivity, rebundling for more frequent publishing, and added visu- al elements like video, Scheenstra said. The days when PDFs reduced to fit mobile screens were considered acceptable are long gone (or should be); today’s mobile-savvy consumers expect targeted, rich, platform-op- timised user experiences, and if they don’t get it, they won’t come back. “I’d say the one thing we’ve learned from our audience is that they’re less interested in digital PDFs of magazines,” said Atlantic Digital’s Lau. “[We’re] moving away from just replicating what the magazine pages look like and moving toward more of a hybrid that al- lows the user to interact with the content and manipulate the content.” The PDF approach to mobile resulted in a user experience that made readers think the magazine had “crammed something that doesn’t fit” into the mobile screen, Hearst Labs’ Wilkes said. “That’s largely what I think most magazines on small screens have done; they’ve made it overwhelming.” “I don’t believe in shrinking the whole ex- perience of the magazine down into the mo- bile device,” said Condé Nast China’s Schimel. “The mobile device has to be very purposeful, very immediate.” For all magazines, increasing usage time on apps and mobile websites is a critical contributor to increasing subscription and engagement numbers and revenue. One of the best ways to do that is through sharing and social networks. But that ability to share has bedevilled almost every publisher because most digital magazine apps are an isolated reading experience. Over the last few years, it has become obvious to publishers that it is essential to put content onto the web for readers to enjoy and share. But current magazine apps hamper social communication. “One of the big criticisms of traditional dig- ital magazines has been that they’re a walled garden,” Wilkes says. While publishers struggle to make content shareable and save-able yet not searchable online, Forbes has tackled the sharing issue Mobile magazines in the world’s largest mobile market: China MOBILEMOBILE InnovationsinMagazinesMedia2014WorldReport Thursday, 5 June 14
  • 58. 6 7INNOVATIONS IN MAGAZINE MEDIA 2014 INNOVATIONS IN MAGAZINE MEDIA 2014 fashion and entertainment sector. Condé Nast China president Liz Schimel is sitting at her desk on the 23rd floor of one of Shanghai’s tallest skyscrapers. One side of the office wall is almost entirely made up of windows, which continue to wrap around the corner behind her, lending a feeling of massive scale that seems only fitting, given the topic at hand. “Unlike some of the other brands out there, we made the decision to get 100 per cent plus of our content into those versions,” she explained. “So we’re not just doing a light version at this point, we really are providing all the content, and we’ve seen fabulous growth in usage.” In the world’s largest mobile market, “fabulous growth” is no mean feat. “The numbers here are just so awesomely, eye-pop- pingly large for everything that you do,” Schimel said. “We reach almost 40 million people every month.” Advertisers are noticing the growth, too. They are so excited about how Condé Nast is using video and mul- timedia in its Chinese mobile applications that Schimel’s team is overwhelmed with advertiser demand to be on the iPad. “We do have to make sure, in everything we do, that we’re balancing the needs of our advertisers and those of our consumers because, ultimately, they’re one,” she At the very beginning of 2014, Forbes became the first magazine to launch its own social network continued from page xxx Scheenstra, Sanoma COO for content media in the Netherlands. They want to see the subscrip- tion and readership results before they invest. Yet there is tablet advertising growth. While print ad revenues declined yet again in 2013, tablet magazine revenue grew by 22 per cent, according to AdWeek. Unfortunately, that growth is somewhat deceiving. Most of those ads do not bring in extra money from advertisers; many are just pickups from print, according to AdWeek. And yet, by 2020, the global tablet advertis- ing market is expected to top $27 billion a year in annual revenue, according to The Guardian. And why not? Mobile ads outperform desk- top ads in terms of click-through and sharing rates,BuzzfeedCEOJonahPerettitoldAdWeek. That is because users are more engrossed using their mobile devices than they are on desktops, Peretti explained, pointing out that there are far fewer distractions on a mobile screen than on a desktop. “You have to understand the use case of the consumer, and that on the mobile phone, they’re more utility driven, they want to learn something or get something in the moment that’s valuable to them,” said Condé Nast Chi- na president Liz Schimel. “It’s not as much of a lean-back, peruse content experience as a tablet or a print magazine or a desktop.” “Smartphones stand for a different usage media in a high frequency while you are on the move, and this is all about reach and in- teraction,” said Oliver von Wersch, director of Gruner + Jahr’s digital and electronic media sales. The German publishing giant went to great lengths to embrace new mobile strat- egies recently, redefining its position on the publishing stage by rebranding itself as a “House of Content” rather than a “House of Magazines”. What about the readers? What do they want on their mobile devices? “They don’t want to watch the magazine, they don’t want to play the magazine; the respect for reading is still very high,” said Hearst’s Wilkes. “The way we have to win is not become more game-like and not become more fre- quent and more daily like social, but continue to invest in very rich, unique content expe- riences,” Wilkes said. “We have to win with quality.” That’s not to say certain media elements have no place in modern mobile magazine publishing. But it does mean editors need to be more discerning about how and why they use certain multimedia tools. “A lot of interactivity is only as valuable as what it adds to that part of the experience,” said Hearst Magazines International director of digital media Jenny Tsai. disappearing,” Sanoma’s Scheenstra says. “The way the content is being consumed triggers a new way of content production.” That means more interactivity, rebundling for more frequent publishing, and added visu- al elements like video, Scheenstra said. The days when PDFs reduced to fit mobile screens were considered acceptable are long gone (or should be); today’s mobile-savvy consumers expect targeted, rich, platform-op- timised user experiences, and if they don’t get it, they won’t come back. “I’d say the one thing we’ve learned from our audience is that they’re less interested in digital PDFs of magazines,” said Atlantic Digital’s Lau. “[We’re] moving away from just replicating what the magazine pages look like and moving toward more of a hybrid that al- lows the user to interact with the content and manipulate the content.” The PDF approach to mobile resulted in a user experience that made readers think the magazine had “crammed something that doesn’t fit” into the mobile screen, Hearst Labs’ Wilkes said. “That’s largely what I think most magazines on small screens have done; they’ve made it overwhelming.” “I don’t believe in shrinking the whole ex- perience of the magazine down into the mo- bile device,” said Condé Nast China’s Schimel. “The mobile device has to be very purposeful, very immediate.” For all magazines, increasing usage time on apps and mobile websites is a critical contributor to increasing subscription and engagement numbers and revenue. One of the best ways to do that is through sharing and social networks. But that ability to share has bedevilled almost every publisher because most digital magazine apps are an isolated reading experience. Over the last few years, it has become obvious to publishers that it is essential to put content onto the web for readers to enjoy and share. But current magazine apps hamper social communication. “One of the big criticisms of traditional dig- ital magazines has been that they’re a walled garden,” Wilkes says. While publishers struggle to make content shareable and save-able yet not searchable online, Forbes has tackled the sharing issue Mobile magazines in the world’s largest mobile market: China MOBILEMOBILE InnovationsinMagazinesMedia2014WorldReport What do readers want on mobile? Not PDFs! “We’re moving toward more of a hybrid that allows the user to interact with the content and manipulate the content” — Atlantic Media’s Kim Lau, VP/Digital Thursday, 5 June 14
  • 59. 6 7INNOVATIONS IN MAGAZINE MEDIA 2014 INNOVATIONS IN MAGAZINE MEDIA 2014 fashion and entertainment sector. Condé Nast China president Liz Schimel is sitting at her desk on the 23rd floor of one of Shanghai’s tallest skyscrapers. One side of the office wall is almost entirely made up of windows, which continue to wrap around the corner behind her, lending a feeling of massive scale that seems only fitting, given the topic at hand. “Unlike some of the other brands out there, we made the decision to get 100 per cent plus of our content into those versions,” she explained. “So we’re not just doing a light version at this point, we really are providing all the content, and we’ve seen fabulous growth in usage.” In the world’s largest mobile market, “fabulous growth” is no mean feat. “The numbers here are just so awesomely, eye-pop- pingly large for everything that you do,” Schimel said. “We reach almost 40 million people every month.” Advertisers are noticing the growth, too. They are so excited about how Condé Nast is using video and mul- timedia in its Chinese mobile applications that Schimel’s team is overwhelmed with advertiser demand to be on the iPad. “We do have to make sure, in everything we do, that we’re balancing the needs of our advertisers and those of our consumers because, ultimately, they’re one,” she At the very beginning of 2014, Forbes became the first magazine to launch its own social network continued from page xxx Scheenstra, Sanoma COO for content media in the Netherlands. They want to see the subscrip- tion and readership results before they invest. Yet there is tablet advertising growth. While print ad revenues declined yet again in 2013, tablet magazine revenue grew by 22 per cent, according to AdWeek. Unfortunately, that growth is somewhat deceiving. Most of those ads do not bring in extra money from advertisers; many are just pickups from print, according to AdWeek. And yet, by 2020, the global tablet advertis- ing market is expected to top $27 billion a year in annual revenue, according to The Guardian. And why not? Mobile ads outperform desk- top ads in terms of click-through and sharing rates,BuzzfeedCEOJonahPerettitoldAdWeek. That is because users are more engrossed using their mobile devices than they are on desktops, Peretti explained, pointing out that there are far fewer distractions on a mobile screen than on a desktop. “You have to understand the use case of the consumer, and that on the mobile phone, they’re more utility driven, they want to learn something or get something in the moment that’s valuable to them,” said Condé Nast Chi- na president Liz Schimel. “It’s not as much of a lean-back, peruse content experience as a tablet or a print magazine or a desktop.” “Smartphones stand for a different usage media in a high frequency while you are on the move, and this is all about reach and in- teraction,” said Oliver von Wersch, director of Gruner + Jahr’s digital and electronic media sales. The German publishing giant went to great lengths to embrace new mobile strat- egies recently, redefining its position on the publishing stage by rebranding itself as a “House of Content” rather than a “House of Magazines”. What about the readers? What do they want on their mobile devices? “They don’t want to watch the magazine, they don’t want to play the magazine; the respect for reading is still very high,” said Hearst’s Wilkes. “The way we have to win is not become more game-like and not become more fre- quent and more daily like social, but continue to invest in very rich, unique content expe- riences,” Wilkes said. “We have to win with quality.” That’s not to say certain media elements have no place in modern mobile magazine publishing. But it does mean editors need to be more discerning about how and why they use certain multimedia tools. “A lot of interactivity is only as valuable as what it adds to that part of the experience,” said Hearst Magazines International director of digital media Jenny Tsai. disappearing,” Sanoma’s Scheenstra says. “The way the content is being consumed triggers a new way of content production.” That means more interactivity, rebundling for more frequent publishing, and added visu- al elements like video, Scheenstra said. The days when PDFs reduced to fit mobile screens were considered acceptable are long gone (or should be); today’s mobile-savvy consumers expect targeted, rich, platform-op- timised user experiences, and if they don’t get it, they won’t come back. “I’d say the one thing we’ve learned from our audience is that they’re less interested in digital PDFs of magazines,” said Atlantic Digital’s Lau. “[We’re] moving away from just replicating what the magazine pages look like and moving toward more of a hybrid that al- lows the user to interact with the content and manipulate the content.” The PDF approach to mobile resulted in a user experience that made readers think the magazine had “crammed something that doesn’t fit” into the mobile screen, Hearst Labs’ Wilkes said. “That’s largely what I think most magazines on small screens have done; they’ve made it overwhelming.” “I don’t believe in shrinking the whole ex- perience of the magazine down into the mo- bile device,” said Condé Nast China’s Schimel. “The mobile device has to be very purposeful, very immediate.” For all magazines, increasing usage time on apps and mobile websites is a critical contributor to increasing subscription and engagement numbers and revenue. One of the best ways to do that is through sharing and social networks. But that ability to share has bedevilled almost every publisher because most digital magazine apps are an isolated reading experience. Over the last few years, it has become obvious to publishers that it is essential to put content onto the web for readers to enjoy and share. But current magazine apps hamper social communication. “One of the big criticisms of traditional dig- ital magazines has been that they’re a walled garden,” Wilkes says. While publishers struggle to make content shareable and save-able yet not searchable online, Forbes has tackled the sharing issue Mobile magazines in the world’s largest mobile market: China MOBILEMOBILE InnovationsinMagazinesMedia2014WorldReport Thursday, 5 June 14
  • 60. 6 7INNOVATIONS IN MAGAZINE MEDIA 2014 INNOVATIONS IN MAGAZINE MEDIA 2014 fashion and entertainment sector. Condé Nast China president Liz Schimel is sitting at her desk on the 23rd floor of one of Shanghai’s tallest skyscrapers. One side of the office wall is almost entirely made up of windows, which continue to wrap around the corner behind her, lending a feeling of massive scale that seems only fitting, given the topic at hand. “Unlike some of the other brands out there, we made the decision to get 100 per cent plus of our content into those versions,” she explained. “So we’re not just doing a light version at this point, we really are providing all the content, and we’ve seen fabulous growth in usage.” In the world’s largest mobile market, “fabulous growth” is no mean feat. “The numbers here are just so awesomely, eye-pop- pingly large for everything that you do,” Schimel said. “We reach almost 40 million people every month.” Advertisers are noticing the growth, too. They are so excited about how Condé Nast is using video and mul- timedia in its Chinese mobile applications that Schimel’s team is overwhelmed with advertiser demand to be on the iPad. “We do have to make sure, in everything we do, that we’re balancing the needs of our advertisers and those of our consumers because, ultimately, they’re one,” she At the very beginning of 2014, Forbes became the first magazine to launch its own social network continued from page xxx Scheenstra, Sanoma COO for content media in the Netherlands. They want to see the subscrip- tion and readership results before they invest. Yet there is tablet advertising growth. While print ad revenues declined yet again in 2013, tablet magazine revenue grew by 22 per cent, according to AdWeek. Unfortunately, that growth is somewhat deceiving. Most of those ads do not bring in extra money from advertisers; many are just pickups from print, according to AdWeek. And yet, by 2020, the global tablet advertis- ing market is expected to top $27 billion a year in annual revenue, according to The Guardian. And why not? Mobile ads outperform desk- top ads in terms of click-through and sharing rates,BuzzfeedCEOJonahPerettitoldAdWeek. That is because users are more engrossed using their mobile devices than they are on desktops, Peretti explained, pointing out that there are far fewer distractions on a mobile screen than on a desktop. “You have to understand the use case of the consumer, and that on the mobile phone, they’re more utility driven, they want to learn something or get something in the moment that’s valuable to them,” said Condé Nast Chi- na president Liz Schimel. “It’s not as much of a lean-back, peruse content experience as a tablet or a print magazine or a desktop.” “Smartphones stand for a different usage media in a high frequency while you are on the move, and this is all about reach and in- teraction,” said Oliver von Wersch, director of Gruner + Jahr’s digital and electronic media sales. The German publishing giant went to great lengths to embrace new mobile strat- egies recently, redefining its position on the publishing stage by rebranding itself as a “House of Content” rather than a “House of Magazines”. What about the readers? What do they want on their mobile devices? “They don’t want to watch the magazine, they don’t want to play the magazine; the respect for reading is still very high,” said Hearst’s Wilkes. “The way we have to win is not become more game-like and not become more fre- quent and more daily like social, but continue to invest in very rich, unique content expe- riences,” Wilkes said. “We have to win with quality.” That’s not to say certain media elements have no place in modern mobile magazine publishing. But it does mean editors need to be more discerning about how and why they use certain multimedia tools. “A lot of interactivity is only as valuable as what it adds to that part of the experience,” said Hearst Magazines International director of digital media Jenny Tsai. disappearing,” Sanoma’s Scheenstra says. “The way the content is being consumed triggers a new way of content production.” That means more interactivity, rebundling for more frequent publishing, and added visu- al elements like video, Scheenstra said. The days when PDFs reduced to fit mobile screens were considered acceptable are long gone (or should be); today’s mobile-savvy consumers expect targeted, rich, platform-op- timised user experiences, and if they don’t get it, they won’t come back. “I’d say the one thing we’ve learned from our audience is that they’re less interested in digital PDFs of magazines,” said Atlantic Digital’s Lau. “[We’re] moving away from just replicating what the magazine pages look like and moving toward more of a hybrid that al- lows the user to interact with the content and manipulate the content.” The PDF approach to mobile resulted in a user experience that made readers think the magazine had “crammed something that doesn’t fit” into the mobile screen, Hearst Labs’ Wilkes said. “That’s largely what I think most magazines on small screens have done; they’ve made it overwhelming.” “I don’t believe in shrinking the whole ex- perience of the magazine down into the mo- bile device,” said Condé Nast China’s Schimel. “The mobile device has to be very purposeful, very immediate.” For all magazines, increasing usage time on apps and mobile websites is a critical contributor to increasing subscription and engagement numbers and revenue. One of the best ways to do that is through sharing and social networks. But that ability to share has bedevilled almost every publisher because most digital magazine apps are an isolated reading experience. Over the last few years, it has become obvious to publishers that it is essential to put content onto the web for readers to enjoy and share. But current magazine apps hamper social communication. “One of the big criticisms of traditional dig- ital magazines has been that they’re a walled garden,” Wilkes says. While publishers struggle to make content shareable and save-able yet not searchable online, Forbes has tackled the sharing issue Mobile magazines in the world’s largest mobile market: China MOBILEMOBILE InnovationsinMagazinesMedia2014WorldReport They also want to share, but apps prevent that: “One of the big criticisms of traditional digital magazines has been that they’re walled gardens” Thursday, 5 June 14
  • 61. 6 7INNOVATIONS IN MAGAZINE MEDIA 2014 INNOVATIONS IN MAGAZINE MEDIA 2014 fashion and entertainment sector. Condé Nast China president Liz Schimel is sitting at her desk on the 23rd floor of one of Shanghai’s tallest skyscrapers. One side of the office wall is almost entirely made up of windows, which continue to wrap around the corner behind her, lending a feeling of massive scale that seems only fitting, given the topic at hand. “Unlike some of the other brands out there, we made the decision to get 100 per cent plus of our content into those versions,” she explained. “So we’re not just doing a light version at this point, we really are providing all the content, and we’ve seen fabulous growth in usage.” In the world’s largest mobile market, “fabulous growth” is no mean feat. “The numbers here are just so awesomely, eye-pop- pingly large for everything that you do,” Schimel said. “We reach almost 40 million people every month.” Advertisers are noticing the growth, too. They are so excited about how Condé Nast is using video and mul- timedia in its Chinese mobile applications that Schimel’s team is overwhelmed with advertiser demand to be on the iPad. “We do have to make sure, in everything we do, that we’re balancing the needs of our advertisers and those of our consumers because, ultimately, they’re one,” she At the very beginning of 2014, Forbes became the first magazine to launch its own social network continued from page xxx Scheenstra, Sanoma COO for content media in the Netherlands. They want to see the subscrip- tion and readership results before they invest. Yet there is tablet advertising growth. While print ad revenues declined yet again in 2013, tablet magazine revenue grew by 22 per cent, according to AdWeek. Unfortunately, that growth is somewhat deceiving. Most of those ads do not bring in extra money from advertisers; many are just pickups from print, according to AdWeek. And yet, by 2020, the global tablet advertis- ing market is expected to top $27 billion a year in annual revenue, according to The Guardian. And why not? Mobile ads outperform desk- top ads in terms of click-through and sharing rates,BuzzfeedCEOJonahPerettitoldAdWeek. That is because users are more engrossed using their mobile devices than they are on desktops, Peretti explained, pointing out that there are far fewer distractions on a mobile screen than on a desktop. “You have to understand the use case of the consumer, and that on the mobile phone, they’re more utility driven, they want to learn something or get something in the moment that’s valuable to them,” said Condé Nast Chi- na president Liz Schimel. “It’s not as much of a lean-back, peruse content experience as a tablet or a print magazine or a desktop.” “Smartphones stand for a different usage media in a high frequency while you are on the move, and this is all about reach and in- teraction,” said Oliver von Wersch, director of Gruner + Jahr’s digital and electronic media sales. The German publishing giant went to great lengths to embrace new mobile strat- egies recently, redefining its position on the publishing stage by rebranding itself as a “House of Content” rather than a “House of Magazines”. What about the readers? What do they want on their mobile devices? “They don’t want to watch the magazine, they don’t want to play the magazine; the respect for reading is still very high,” said Hearst’s Wilkes. “The way we have to win is not become more game-like and not become more fre- quent and more daily like social, but continue to invest in very rich, unique content expe- riences,” Wilkes said. “We have to win with quality.” That’s not to say certain media elements have no place in modern mobile magazine publishing. But it does mean editors need to be more discerning about how and why they use certain multimedia tools. “A lot of interactivity is only as valuable as what it adds to that part of the experience,” said Hearst Magazines International director of digital media Jenny Tsai. disappearing,” Sanoma’s Scheenstra says. “The way the content is being consumed triggers a new way of content production.” That means more interactivity, rebundling for more frequent publishing, and added visu- al elements like video, Scheenstra said. The days when PDFs reduced to fit mobile screens were considered acceptable are long gone (or should be); today’s mobile-savvy consumers expect targeted, rich, platform-op- timised user experiences, and if they don’t get it, they won’t come back. “I’d say the one thing we’ve learned from our audience is that they’re less interested in digital PDFs of magazines,” said Atlantic Digital’s Lau. “[We’re] moving away from just replicating what the magazine pages look like and moving toward more of a hybrid that al- lows the user to interact with the content and manipulate the content.” The PDF approach to mobile resulted in a user experience that made readers think the magazine had “crammed something that doesn’t fit” into the mobile screen, Hearst Labs’ Wilkes said. “That’s largely what I think most magazines on small screens have done; they’ve made it overwhelming.” “I don’t believe in shrinking the whole ex- perience of the magazine down into the mo- bile device,” said Condé Nast China’s Schimel. “The mobile device has to be very purposeful, very immediate.” For all magazines, increasing usage time on apps and mobile websites is a critical contributor to increasing subscription and engagement numbers and revenue. One of the best ways to do that is through sharing and social networks. But that ability to share has bedevilled almost every publisher because most digital magazine apps are an isolated reading experience. Over the last few years, it has become obvious to publishers that it is essential to put content onto the web for readers to enjoy and share. But current magazine apps hamper social communication. “One of the big criticisms of traditional dig- ital magazines has been that they’re a walled garden,” Wilkes says. While publishers struggle to make content shareable and save-able yet not searchable online, Forbes has tackled the sharing issue Mobile magazines in the world’s largest mobile market: China MOBILEMOBILE InnovationsinMagazinesMedia2014WorldReport Thursday, 5 June 14
  • 62. of 2014, Forbes became the first magazine to launch its own social network. When he spoke about it in November of 2013, DVorkin was cryptic, describing the mystery tool only as their previous “clipping” functionality, but “on steroids.” Now we know he was talking about Stream: a mini, Forbes-only social networking plat- form enabling subscribers to save and share content in a visual, pinch-and-drag way (ver- sus copying URLs), and then post it to their own Stream, or various other social networks. The idea is novel, particularly in terms of its application specifically as a tool for the magazine’s mobile community. But, as with most of Forbes’ mobile apps and strategy, it’s only available within the magazine’s iOS app. And that means it’s going to be one more thing to have to carry over, now that publishers are faced with the substantial — and fairly pressing — challenge of mastering as many operating systems as they can. That’s not an easy task for pub- lishing company de- velopers, especially in an environment charac- terised by a fragmented, ever-growing list of mobile devices. It’s a tricky thing to develop for an iPhone or iPad, it’s a lot trickier to develop for the growing range of Android and Windows platforms. Almost all developers are focusing their efforts first on mastering iOS, for the simple reason that they know what they’re working with. But as Apple’s smartphone market share shrinks worldwide, there’s a greater urgency to optimise Android apps and roll them out to the readers. Apple and Samsung today are crushing their competitors in the US and European markets. Combined, they account for two- thirds of all mobile devices sold in the United States. But Google is steadily encroaching on Apple’s market stranglehold: in the last quar- ter of 2013, 51.5 per cent of all smart devices ran Android’s operating system, compared to 42 per cent on iOS. In Europe, Android is already off and run- ning, and in China, the advent of the An- droid-based, low-cost Xiaomi marks a new wave of stiff competition. At the end of 2013, the Beijing-based start-up, whose phones can only be purchased online, had eclipsed both Samsung’s and Apple’s sales. For publishers who have been focusing exclusively on iOS, it’s time to make changes. “[The Android] numbers scream opportu- nity, that’s for sure,” said Wilkes. But “there is a quality problem in that many of the experiences on Android often feel like they are the ugly stepchildren to the more premium iOS version,” said Wilkes. “It seems the developers spend more time making their iOS versions and then less time making second version of it for Android,” which, for the large par t, has been the case. Much of that has to do with mag- azine publishers finding a much lower will- ingness on the part of Android users to pay for online content and products. Part of that has to do with the fact that the Android marketplace isn’t quite as robust as Apple’s, yet at the same time, Android users appear less willing to shell out money online. “We’ve learned from our engagement data that the user in iOS is much more likely to actually spend money and significant chunks added. So now Condé Nast China is looking at more oppor- tunities to grow its iPad content tailored specifically to the format. More frequent publishing, she says, could unlock more consumer op- portunities, as well as more advertising opportunities. Schimel’s team is focusing on “the time slice of the user, and the immediacy of that digital content.” “I believe we’re part of a big ecosystem that includes massive social platforms,” Schimel said. “It’s an import- ant body as a development tool for us, it’s a way to a broader-reach audience, who might not read the magazine, or might find it a bit too high-end.” Specifically, she’s talking about WeChat: a Chi- nese-developed social networking application that could be likened to a combi- nation of Twitter, Facebook, and WhatsApp. The app is free, and allows anyone — individuals, groups of friends, events, and brands — to create specific chan- nels users can subscribe to for updates, messages and branded content. “I think it’s going to take the world by storm because it’s so perfectly designed for the mobile device,” Schimel said. It’s an easy adaptive step for publishers and brands to take. But WeChat hasn’t infiltrated the Western market yet, and native magazine apps, so far, have failed to meet the demand of social media. of time,” said Wilkes. “So the return is greater to start on iPhone and then translate that to Android.” The Atlantic’s Lau agrees: “You hear so much about Android being dominant in the market and yet from a usage perspective, when we look at the audiences that are vis- iting our website via devices, the vast majority are still coming from iOS devices. And in the limited tests we’ve done, the Android mar- ketplaces still vastly underperform Apple’s marketplace. The Android marketplace just isn’t as robust, and part of that is the frag- mentation.” On a practical level, when Jim Dalrymple was looking at his Loop tablet magazine, he had a decision to make. “I looked at whether to do an Android version of the magazine. I looked into the stats and numbers and the way people will spend money, and from ev- erything I’ve seen and even talking to some developers who develop for both iOS and An- droid, people just don’t seem to be willing to spend money on the Android side.” That situation won’t last forever, but for now publishers would appear to be safe to focus on iOS and leave Android for later. Hearst’s Wilkes insists his company is intent on making sure that its Android ex- perience is “best-in-class”, but he adds that they’ll get to it “eventually”. However, if the recent past is any indi- cation, “eventually” really means ‘PDQ’ or pretty darn quick, because it’s clear mobile is where magazines are headed and that uni- verse is exploding before our very eyes. continued from page xx In China, the low-cost Xiaomi smartphone, available only online, had eclipsed both Samsung’s and Apple’s sales at the end of 2013 “In the limited tests we’ve done, the Android marketplaces still vastly under-perform Apple’s marketplace.” Kim Lau VP/Atlantic Digital Mobile magazines in the world’s largest mobile market: China InnovationsinMagazinesMedia2014WorldReport Thursday, 5 June 14
  • 63. of 2014, Forbes became the first magazine to launch its own social network. When he spoke about it in November of 2013, DVorkin was cryptic, describing the mystery tool only as their previous “clipping” functionality, but “on steroids.” Now we know he was talking about Stream: a mini, Forbes-only social networking plat- form enabling subscribers to save and share content in a visual, pinch-and-drag way (ver- sus copying URLs), and then post it to their own Stream, or various other social networks. The idea is novel, particularly in terms of its application specifically as a tool for the magazine’s mobile community. But, as with most of Forbes’ mobile apps and strategy, it’s only available within the magazine’s iOS app. And that means it’s going to be one more thing to have to carry over, now that publishers are faced with the substantial — and fairly pressing — challenge of mastering as many operating systems as they can. That’s not an easy task for pub- lishing company de- velopers, especially in an environment charac- terised by a fragmented, ever-growing list of mobile devices. It’s a tricky thing to develop for an iPhone or iPad, it’s a lot trickier to develop for the growing range of Android and Windows platforms. Almost all developers are focusing their efforts first on mastering iOS, for the simple reason that they know what they’re working with. But as Apple’s smartphone market share shrinks worldwide, there’s a greater urgency to optimise Android apps and roll them out to the readers. Apple and Samsung today are crushing their competitors in the US and European markets. Combined, they account for two- thirds of all mobile devices sold in the United States. But Google is steadily encroaching on Apple’s market stranglehold: in the last quar- ter of 2013, 51.5 per cent of all smart devices ran Android’s operating system, compared to 42 per cent on iOS. In Europe, Android is already off and run- ning, and in China, the advent of the An- droid-based, low-cost Xiaomi marks a new wave of stiff competition. At the end of 2013, the Beijing-based start-up, whose phones can only be purchased online, had eclipsed both Samsung’s and Apple’s sales. For publishers who have been focusing exclusively on iOS, it’s time to make changes. “[The Android] numbers scream opportu- nity, that’s for sure,” said Wilkes. But “there is a quality problem in that many of the experiences on Android often feel like they are the ugly stepchildren to the more premium iOS version,” said Wilkes. “It seems the developers spend more time making their iOS versions and then less time making second version of it for Android,” which, for the large par t, has been the case. Much of that has to do with mag- azine publishers finding a much lower will- ingness on the part of Android users to pay for online content and products. Part of that has to do with the fact that the Android marketplace isn’t quite as robust as Apple’s, yet at the same time, Android users appear less willing to shell out money online. “We’ve learned from our engagement data that the user in iOS is much more likely to actually spend money and significant chunks added. So now Condé Nast China is looking at more oppor- tunities to grow its iPad content tailored specifically to the format. More frequent publishing, she says, could unlock more consumer op- portunities, as well as more advertising opportunities. Schimel’s team is focusing on “the time slice of the user, and the immediacy of that digital content.” “I believe we’re part of a big ecosystem that includes massive social platforms,” Schimel said. “It’s an import- ant body as a development tool for us, it’s a way to a broader-reach audience, who might not read the magazine, or might find it a bit too high-end.” Specifically, she’s talking about WeChat: a Chi- nese-developed social networking application that could be likened to a combi- nation of Twitter, Facebook, and WhatsApp. The app is free, and allows anyone — individuals, groups of friends, events, and brands — to create specific chan- nels users can subscribe to for updates, messages and branded content. “I think it’s going to take the world by storm because it’s so perfectly designed for the mobile device,” Schimel said. It’s an easy adaptive step for publishers and brands to take. But WeChat hasn’t infiltrated the Western market yet, and native magazine apps, so far, have failed to meet the demand of social media. of time,” said Wilkes. “So the return is greater to start on iPhone and then translate that to Android.” The Atlantic’s Lau agrees: “You hear so much about Android being dominant in the market and yet from a usage perspective, when we look at the audiences that are vis- iting our website via devices, the vast majority are still coming from iOS devices. And in the limited tests we’ve done, the Android mar- ketplaces still vastly underperform Apple’s marketplace. The Android marketplace just isn’t as robust, and part of that is the frag- mentation.” On a practical level, when Jim Dalrymple was looking at his Loop tablet magazine, he had a decision to make. “I looked at whether to do an Android version of the magazine. I looked into the stats and numbers and the way people will spend money, and from ev- erything I’ve seen and even talking to some developers who develop for both iOS and An- droid, people just don’t seem to be willing to spend money on the Android side.” That situation won’t last forever, but for now publishers would appear to be safe to focus on iOS and leave Android for later. Hearst’s Wilkes insists his company is intent on making sure that its Android ex- perience is “best-in-class”, but he adds that they’ll get to it “eventually”. However, if the recent past is any indi- cation, “eventually” really means ‘PDQ’ or pretty darn quick, because it’s clear mobile is where magazines are headed and that uni- verse is exploding before our very eyes. continued from page xx In China, the low-cost Xiaomi smartphone, available only online, had eclipsed both Samsung’s and Apple’s sales at the end of 2013 “In the limited tests we’ve done, the Android marketplaces still vastly under-perform Apple’s marketplace.” Kim Lau VP/Atlantic Digital Mobile magazines in the world’s largest mobile market: China InnovationsinMagazinesMedia2014WorldReport Others are building app-like experiences with HTML5 on the web to enable sharing and simplify multi-platform publishing Thursday, 5 June 14
  • 64. of 2014, Forbes became the first magazine to launch its own social network. When he spoke about it in November of 2013, DVorkin was cryptic, describing the mystery tool only as their previous “clipping” functionality, but “on steroids.” Now we know he was talking about Stream: a mini, Forbes-only social networking plat- form enabling subscribers to save and share content in a visual, pinch-and-drag way (ver- sus copying URLs), and then post it to their own Stream, or various other social networks. The idea is novel, particularly in terms of its application specifically as a tool for the magazine’s mobile community. But, as with most of Forbes’ mobile apps and strategy, it’s only available within the magazine’s iOS app. And that means it’s going to be one more thing to have to carry over, now that publishers are faced with the substantial — and fairly pressing — challenge of mastering as many operating systems as they can. That’s not an easy task for pub- lishing company de- velopers, especially in an environment charac- terised by a fragmented, ever-growing list of mobile devices. It’s a tricky thing to develop for an iPhone or iPad, it’s a lot trickier to develop for the growing range of Android and Windows platforms. Almost all developers are focusing their efforts first on mastering iOS, for the simple reason that they know what they’re working with. But as Apple’s smartphone market share shrinks worldwide, there’s a greater urgency to optimise Android apps and roll them out to the readers. Apple and Samsung today are crushing their competitors in the US and European markets. Combined, they account for two- thirds of all mobile devices sold in the United States. But Google is steadily encroaching on Apple’s market stranglehold: in the last quar- ter of 2013, 51.5 per cent of all smart devices ran Android’s operating system, compared to 42 per cent on iOS. In Europe, Android is already off and run- ning, and in China, the advent of the An- droid-based, low-cost Xiaomi marks a new wave of stiff competition. At the end of 2013, the Beijing-based start-up, whose phones can only be purchased online, had eclipsed both Samsung’s and Apple’s sales. For publishers who have been focusing exclusively on iOS, it’s time to make changes. “[The Android] numbers scream opportu- nity, that’s for sure,” said Wilkes. But “there is a quality problem in that many of the experiences on Android often feel like they are the ugly stepchildren to the more premium iOS version,” said Wilkes. “It seems the developers spend more time making their iOS versions and then less time making second version of it for Android,” which, for the large par t, has been the case. Much of that has to do with mag- azine publishers finding a much lower will- ingness on the part of Android users to pay for online content and products. Part of that has to do with the fact that the Android marketplace isn’t quite as robust as Apple’s, yet at the same time, Android users appear less willing to shell out money online. “We’ve learned from our engagement data that the user in iOS is much more likely to actually spend money and significant chunks added. So now Condé Nast China is looking at more oppor- tunities to grow its iPad content tailored specifically to the format. More frequent publishing, she says, could unlock more consumer op- portunities, as well as more advertising opportunities. Schimel’s team is focusing on “the time slice of the user, and the immediacy of that digital content.” “I believe we’re part of a big ecosystem that includes massive social platforms,” Schimel said. “It’s an import- ant body as a development tool for us, it’s a way to a broader-reach audience, who might not read the magazine, or might find it a bit too high-end.” Specifically, she’s talking about WeChat: a Chi- nese-developed social networking application that could be likened to a combi- nation of Twitter, Facebook, and WhatsApp. The app is free, and allows anyone — individuals, groups of friends, events, and brands — to create specific chan- nels users can subscribe to for updates, messages and branded content. “I think it’s going to take the world by storm because it’s so perfectly designed for the mobile device,” Schimel said. It’s an easy adaptive step for publishers and brands to take. But WeChat hasn’t infiltrated the Western market yet, and native magazine apps, so far, have failed to meet the demand of social media. of time,” said Wilkes. “So the return is greater to start on iPhone and then translate that to Android.” The Atlantic’s Lau agrees: “You hear so much about Android being dominant in the market and yet from a usage perspective, when we look at the audiences that are vis- iting our website via devices, the vast majority are still coming from iOS devices. And in the limited tests we’ve done, the Android mar- ketplaces still vastly underperform Apple’s marketplace. The Android marketplace just isn’t as robust, and part of that is the frag- mentation.” On a practical level, when Jim Dalrymple was looking at his Loop tablet magazine, he had a decision to make. “I looked at whether to do an Android version of the magazine. I looked into the stats and numbers and the way people will spend money, and from ev- erything I’ve seen and even talking to some developers who develop for both iOS and An- droid, people just don’t seem to be willing to spend money on the Android side.” That situation won’t last forever, but for now publishers would appear to be safe to focus on iOS and leave Android for later. Hearst’s Wilkes insists his company is intent on making sure that its Android ex- perience is “best-in-class”, but he adds that they’ll get to it “eventually”. However, if the recent past is any indi- cation, “eventually” really means ‘PDQ’ or pretty darn quick, because it’s clear mobile is where magazines are headed and that uni- verse is exploding before our very eyes. continued from page xx In China, the low-cost Xiaomi smartphone, available only online, had eclipsed both Samsung’s and Apple’s sales at the end of 2013 “In the limited tests we’ve done, the Android marketplaces still vastly under-perform Apple’s marketplace.” Kim Lau VP/Atlantic Digital Mobile magazines in the world’s largest mobile market: China InnovationsinMagazinesMedia2014WorldReport Thursday, 5 June 14
  • 65. of 2014, Forbes became the first magazine to launch its own social network. When he spoke about it in November of 2013, DVorkin was cryptic, describing the mystery tool only as their previous “clipping” functionality, but “on steroids.” Now we know he was talking about Stream: a mini, Forbes-only social networking plat- form enabling subscribers to save and share content in a visual, pinch-and-drag way (ver- sus copying URLs), and then post it to their own Stream, or various other social networks. The idea is novel, particularly in terms of its application specifically as a tool for the magazine’s mobile community. But, as with most of Forbes’ mobile apps and strategy, it’s only available within the magazine’s iOS app. And that means it’s going to be one more thing to have to carry over, now that publishers are faced with the substantial — and fairly pressing — challenge of mastering as many operating systems as they can. That’s not an easy task for pub- lishing company de- velopers, especially in an environment charac- terised by a fragmented, ever-growing list of mobile devices. It’s a tricky thing to develop for an iPhone or iPad, it’s a lot trickier to develop for the growing range of Android and Windows platforms. Almost all developers are focusing their efforts first on mastering iOS, for the simple reason that they know what they’re working with. But as Apple’s smartphone market share shrinks worldwide, there’s a greater urgency to optimise Android apps and roll them out to the readers. Apple and Samsung today are crushing their competitors in the US and European markets. Combined, they account for two- thirds of all mobile devices sold in the United States. But Google is steadily encroaching on Apple’s market stranglehold: in the last quar- ter of 2013, 51.5 per cent of all smart devices ran Android’s operating system, compared to 42 per cent on iOS. In Europe, Android is already off and run- ning, and in China, the advent of the An- droid-based, low-cost Xiaomi marks a new wave of stiff competition. At the end of 2013, the Beijing-based start-up, whose phones can only be purchased online, had eclipsed both Samsung’s and Apple’s sales. For publishers who have been focusing exclusively on iOS, it’s time to make changes. “[The Android] numbers scream opportu- nity, that’s for sure,” said Wilkes. But “there is a quality problem in that many of the experiences on Android often feel like they are the ugly stepchildren to the more premium iOS version,” said Wilkes. “It seems the developers spend more time making their iOS versions and then less time making second version of it for Android,” which, for the large par t, has been the case. Much of that has to do with mag- azine publishers finding a much lower will- ingness on the part of Android users to pay for online content and products. Part of that has to do with the fact that the Android marketplace isn’t quite as robust as Apple’s, yet at the same time, Android users appear less willing to shell out money online. “We’ve learned from our engagement data that the user in iOS is much more likely to actually spend money and significant chunks added. So now Condé Nast China is looking at more oppor- tunities to grow its iPad content tailored specifically to the format. More frequent publishing, she says, could unlock more consumer op- portunities, as well as more advertising opportunities. Schimel’s team is focusing on “the time slice of the user, and the immediacy of that digital content.” “I believe we’re part of a big ecosystem that includes massive social platforms,” Schimel said. “It’s an import- ant body as a development tool for us, it’s a way to a broader-reach audience, who might not read the magazine, or might find it a bit too high-end.” Specifically, she’s talking about WeChat: a Chi- nese-developed social networking application that could be likened to a combi- nation of Twitter, Facebook, and WhatsApp. The app is free, and allows anyone — individuals, groups of friends, events, and brands — to create specific chan- nels users can subscribe to for updates, messages and branded content. “I think it’s going to take the world by storm because it’s so perfectly designed for the mobile device,” Schimel said. It’s an easy adaptive step for publishers and brands to take. But WeChat hasn’t infiltrated the Western market yet, and native magazine apps, so far, have failed to meet the demand of social media. of time,” said Wilkes. “So the return is greater to start on iPhone and then translate that to Android.” The Atlantic’s Lau agrees: “You hear so much about Android being dominant in the market and yet from a usage perspective, when we look at the audiences that are vis- iting our website via devices, the vast majority are still coming from iOS devices. And in the limited tests we’ve done, the Android mar- ketplaces still vastly underperform Apple’s marketplace. The Android marketplace just isn’t as robust, and part of that is the frag- mentation.” On a practical level, when Jim Dalrymple was looking at his Loop tablet magazine, he had a decision to make. “I looked at whether to do an Android version of the magazine. I looked into the stats and numbers and the way people will spend money, and from ev- erything I’ve seen and even talking to some developers who develop for both iOS and An- droid, people just don’t seem to be willing to spend money on the Android side.” That situation won’t last forever, but for now publishers would appear to be safe to focus on iOS and leave Android for later. Hearst’s Wilkes insists his company is intent on making sure that its Android ex- perience is “best-in-class”, but he adds that they’ll get to it “eventually”. However, if the recent past is any indi- cation, “eventually” really means ‘PDQ’ or pretty darn quick, because it’s clear mobile is where magazines are headed and that uni- verse is exploding before our very eyes. continued from page xx In China, the low-cost Xiaomi smartphone, available only online, had eclipsed both Samsung’s and Apple’s sales at the end of 2013 “In the limited tests we’ve done, the Android marketplaces still vastly under-perform Apple’s marketplace.” Kim Lau VP/Atlantic Digital Mobile magazines in the world’s largest mobile market: China InnovationsinMagazinesMedia2014WorldReport On the app front, magazine publishers are focusing on iOS because they’ve found Android users are not spenders Thursday, 5 June 14
  • 66. of 2014, Forbes became the first magazine to launch its own social network. When he spoke about it in November of 2013, DVorkin was cryptic, describing the mystery tool only as their previous “clipping” functionality, but “on steroids.” Now we know he was talking about Stream: a mini, Forbes-only social networking plat- form enabling subscribers to save and share content in a visual, pinch-and-drag way (ver- sus copying URLs), and then post it to their own Stream, or various other social networks. The idea is novel, particularly in terms of its application specifically as a tool for the magazine’s mobile community. But, as with most of Forbes’ mobile apps and strategy, it’s only available within the magazine’s iOS app. And that means it’s going to be one more thing to have to carry over, now that publishers are faced with the substantial — and fairly pressing — challenge of mastering as many operating systems as they can. That’s not an easy task for pub- lishing company de- velopers, especially in an environment charac- terised by a fragmented, ever-growing list of mobile devices. It’s a tricky thing to develop for an iPhone or iPad, it’s a lot trickier to develop for the growing range of Android and Windows platforms. Almost all developers are focusing their efforts first on mastering iOS, for the simple reason that they know what they’re working with. But as Apple’s smartphone market share shrinks worldwide, there’s a greater urgency to optimise Android apps and roll them out to the readers. Apple and Samsung today are crushing their competitors in the US and European markets. Combined, they account for two- thirds of all mobile devices sold in the United States. But Google is steadily encroaching on Apple’s market stranglehold: in the last quar- ter of 2013, 51.5 per cent of all smart devices ran Android’s operating system, compared to 42 per cent on iOS. In Europe, Android is already off and run- ning, and in China, the advent of the An- droid-based, low-cost Xiaomi marks a new wave of stiff competition. At the end of 2013, the Beijing-based start-up, whose phones can only be purchased online, had eclipsed both Samsung’s and Apple’s sales. For publishers who have been focusing exclusively on iOS, it’s time to make changes. “[The Android] numbers scream opportu- nity, that’s for sure,” said Wilkes. But “there is a quality problem in that many of the experiences on Android often feel like they are the ugly stepchildren to the more premium iOS version,” said Wilkes. “It seems the developers spend more time making their iOS versions and then less time making second version of it for Android,” which, for the large par t, has been the case. Much of that has to do with mag- azine publishers finding a much lower will- ingness on the part of Android users to pay for online content and products. Part of that has to do with the fact that the Android marketplace isn’t quite as robust as Apple’s, yet at the same time, Android users appear less willing to shell out money online. “We’ve learned from our engagement data that the user in iOS is much more likely to actually spend money and significant chunks added. So now Condé Nast China is looking at more oppor- tunities to grow its iPad content tailored specifically to the format. More frequent publishing, she says, could unlock more consumer op- portunities, as well as more advertising opportunities. Schimel’s team is focusing on “the time slice of the user, and the immediacy of that digital content.” “I believe we’re part of a big ecosystem that includes massive social platforms,” Schimel said. “It’s an import- ant body as a development tool for us, it’s a way to a broader-reach audience, who might not read the magazine, or might find it a bit too high-end.” Specifically, she’s talking about WeChat: a Chi- nese-developed social networking application that could be likened to a combi- nation of Twitter, Facebook, and WhatsApp. The app is free, and allows anyone — individuals, groups of friends, events, and brands — to create specific chan- nels users can subscribe to for updates, messages and branded content. “I think it’s going to take the world by storm because it’s so perfectly designed for the mobile device,” Schimel said. It’s an easy adaptive step for publishers and brands to take. But WeChat hasn’t infiltrated the Western market yet, and native magazine apps, so far, have failed to meet the demand of social media. of time,” said Wilkes. “So the return is greater to start on iPhone and then translate that to Android.” The Atlantic’s Lau agrees: “You hear so much about Android being dominant in the market and yet from a usage perspective, when we look at the audiences that are vis- iting our website via devices, the vast majority are still coming from iOS devices. And in the limited tests we’ve done, the Android mar- ketplaces still vastly underperform Apple’s marketplace. The Android marketplace just isn’t as robust, and part of that is the frag- mentation.” On a practical level, when Jim Dalrymple was looking at his Loop tablet magazine, he had a decision to make. “I looked at whether to do an Android version of the magazine. I looked into the stats and numbers and the way people will spend money, and from ev- erything I’ve seen and even talking to some developers who develop for both iOS and An- droid, people just don’t seem to be willing to spend money on the Android side.” That situation won’t last forever, but for now publishers would appear to be safe to focus on iOS and leave Android for later. Hearst’s Wilkes insists his company is intent on making sure that its Android ex- perience is “best-in-class”, but he adds that they’ll get to it “eventually”. However, if the recent past is any indi- cation, “eventually” really means ‘PDQ’ or pretty darn quick, because it’s clear mobile is where magazines are headed and that uni- verse is exploding before our very eyes. continued from page xx In China, the low-cost Xiaomi smartphone, available only online, had eclipsed both Samsung’s and Apple’s sales at the end of 2013 “In the limited tests we’ve done, the Android marketplaces still vastly under-perform Apple’s marketplace.” Kim Lau VP/Atlantic Digital Mobile magazines in the world’s largest mobile market: China InnovationsinMagazinesMedia2014WorldReport Thursday, 5 June 14
  • 67. of 2014, Forbes became the first magazine to launch its own social network. When he spoke about it in November of 2013, DVorkin was cryptic, describing the mystery tool only as their previous “clipping” functionality, but “on steroids.” Now we know he was talking about Stream: a mini, Forbes-only social networking plat- form enabling subscribers to save and share content in a visual, pinch-and-drag way (ver- sus copying URLs), and then post it to their own Stream, or various other social networks. The idea is novel, particularly in terms of its application specifically as a tool for the magazine’s mobile community. But, as with most of Forbes’ mobile apps and strategy, it’s only available within the magazine’s iOS app. And that means it’s going to be one more thing to have to carry over, now that publishers are faced with the substantial — and fairly pressing — challenge of mastering as many operating systems as they can. That’s not an easy task for pub- lishing company de- velopers, especially in an environment charac- terised by a fragmented, ever-growing list of mobile devices. It’s a tricky thing to develop for an iPhone or iPad, it’s a lot trickier to develop for the growing range of Android and Windows platforms. Almost all developers are focusing their efforts first on mastering iOS, for the simple reason that they know what they’re working with. But as Apple’s smartphone market share shrinks worldwide, there’s a greater urgency to optimise Android apps and roll them out to the readers. Apple and Samsung today are crushing their competitors in the US and European markets. Combined, they account for two- thirds of all mobile devices sold in the United States. But Google is steadily encroaching on Apple’s market stranglehold: in the last quar- ter of 2013, 51.5 per cent of all smart devices ran Android’s operating system, compared to 42 per cent on iOS. In Europe, Android is already off and run- ning, and in China, the advent of the An- droid-based, low-cost Xiaomi marks a new wave of stiff competition. At the end of 2013, the Beijing-based start-up, whose phones can only be purchased online, had eclipsed both Samsung’s and Apple’s sales. For publishers who have been focusing exclusively on iOS, it’s time to make changes. “[The Android] numbers scream opportu- nity, that’s for sure,” said Wilkes. But “there is a quality problem in that many of the experiences on Android often feel like they are the ugly stepchildren to the more premium iOS version,” said Wilkes. “It seems the developers spend more time making their iOS versions and then less time making second version of it for Android,” which, for the large par t, has been the case. Much of that has to do with mag- azine publishers finding a much lower will- ingness on the part of Android users to pay for online content and products. Part of that has to do with the fact that the Android marketplace isn’t quite as robust as Apple’s, yet at the same time, Android users appear less willing to shell out money online. “We’ve learned from our engagement data that the user in iOS is much more likely to actually spend money and significant chunks added. So now Condé Nast China is looking at more oppor- tunities to grow its iPad content tailored specifically to the format. More frequent publishing, she says, could unlock more consumer op- portunities, as well as more advertising opportunities. Schimel’s team is focusing on “the time slice of the user, and the immediacy of that digital content.” “I believe we’re part of a big ecosystem that includes massive social platforms,” Schimel said. “It’s an import- ant body as a development tool for us, it’s a way to a broader-reach audience, who might not read the magazine, or might find it a bit too high-end.” Specifically, she’s talking about WeChat: a Chi- nese-developed social networking application that could be likened to a combi- nation of Twitter, Facebook, and WhatsApp. The app is free, and allows anyone — individuals, groups of friends, events, and brands — to create specific chan- nels users can subscribe to for updates, messages and branded content. “I think it’s going to take the world by storm because it’s so perfectly designed for the mobile device,” Schimel said. It’s an easy adaptive step for publishers and brands to take. But WeChat hasn’t infiltrated the Western market yet, and native magazine apps, so far, have failed to meet the demand of social media. of time,” said Wilkes. “So the return is greater to start on iPhone and then translate that to Android.” The Atlantic’s Lau agrees: “You hear so much about Android being dominant in the market and yet from a usage perspective, when we look at the audiences that are vis- iting our website via devices, the vast majority are still coming from iOS devices. And in the limited tests we’ve done, the Android mar- ketplaces still vastly underperform Apple’s marketplace. The Android marketplace just isn’t as robust, and part of that is the frag- mentation.” On a practical level, when Jim Dalrymple was looking at his Loop tablet magazine, he had a decision to make. “I looked at whether to do an Android version of the magazine. I looked into the stats and numbers and the way people will spend money, and from ev- erything I’ve seen and even talking to some developers who develop for both iOS and An- droid, people just don’t seem to be willing to spend money on the Android side.” That situation won’t last forever, but for now publishers would appear to be safe to focus on iOS and leave Android for later. Hearst’s Wilkes insists his company is intent on making sure that its Android ex- perience is “best-in-class”, but he adds that they’ll get to it “eventually”. However, if the recent past is any indi- cation, “eventually” really means ‘PDQ’ or pretty darn quick, because it’s clear mobile is where magazines are headed and that uni- verse is exploding before our very eyes. continued from page xx In China, the low-cost Xiaomi smartphone, available only online, had eclipsed both Samsung’s and Apple’s sales at the end of 2013 “In the limited tests we’ve done, the Android marketplaces still vastly under-perform Apple’s marketplace.” Kim Lau VP/Atlantic Digital Mobile magazines in the world’s largest mobile market: China InnovationsinMagazinesMedia2014WorldReport “We’ve learned from our engagement data that the use in iOS is much more likely to actually spend money and significant chunks of time. So the return is greater to start on iPhone.” Thursday, 5 June 14
  • 68. of 2014, Forbes became the first magazine to launch its own social network. When he spoke about it in November of 2013, DVorkin was cryptic, describing the mystery tool only as their previous “clipping” functionality, but “on steroids.” Now we know he was talking about Stream: a mini, Forbes-only social networking plat- form enabling subscribers to save and share content in a visual, pinch-and-drag way (ver- sus copying URLs), and then post it to their own Stream, or various other social networks. The idea is novel, particularly in terms of its application specifically as a tool for the magazine’s mobile community. But, as with most of Forbes’ mobile apps and strategy, it’s only available within the magazine’s iOS app. And that means it’s going to be one more thing to have to carry over, now that publishers are faced with the substantial — and fairly pressing — challenge of mastering as many operating systems as they can. That’s not an easy task for pub- lishing company de- velopers, especially in an environment charac- terised by a fragmented, ever-growing list of mobile devices. It’s a tricky thing to develop for an iPhone or iPad, it’s a lot trickier to develop for the growing range of Android and Windows platforms. Almost all developers are focusing their efforts first on mastering iOS, for the simple reason that they know what they’re working with. But as Apple’s smartphone market share shrinks worldwide, there’s a greater urgency to optimise Android apps and roll them out to the readers. Apple and Samsung today are crushing their competitors in the US and European markets. Combined, they account for two- thirds of all mobile devices sold in the United States. But Google is steadily encroaching on Apple’s market stranglehold: in the last quar- ter of 2013, 51.5 per cent of all smart devices ran Android’s operating system, compared to 42 per cent on iOS. In Europe, Android is already off and run- ning, and in China, the advent of the An- droid-based, low-cost Xiaomi marks a new wave of stiff competition. At the end of 2013, the Beijing-based start-up, whose phones can only be purchased online, had eclipsed both Samsung’s and Apple’s sales. For publishers who have been focusing exclusively on iOS, it’s time to make changes. “[The Android] numbers scream opportu- nity, that’s for sure,” said Wilkes. But “there is a quality problem in that many of the experiences on Android often feel like they are the ugly stepchildren to the more premium iOS version,” said Wilkes. “It seems the developers spend more time making their iOS versions and then less time making second version of it for Android,” which, for the large par t, has been the case. Much of that has to do with mag- azine publishers finding a much lower will- ingness on the part of Android users to pay for online content and products. Part of that has to do with the fact that the Android marketplace isn’t quite as robust as Apple’s, yet at the same time, Android users appear less willing to shell out money online. “We’ve learned from our engagement data that the user in iOS is much more likely to actually spend money and significant chunks added. So now Condé Nast China is looking at more oppor- tunities to grow its iPad content tailored specifically to the format. More frequent publishing, she says, could unlock more consumer op- portunities, as well as more advertising opportunities. Schimel’s team is focusing on “the time slice of the user, and the immediacy of that digital content.” “I believe we’re part of a big ecosystem that includes massive social platforms,” Schimel said. “It’s an import- ant body as a development tool for us, it’s a way to a broader-reach audience, who might not read the magazine, or might find it a bit too high-end.” Specifically, she’s talking about WeChat: a Chi- nese-developed social networking application that could be likened to a combi- nation of Twitter, Facebook, and WhatsApp. The app is free, and allows anyone — individuals, groups of friends, events, and brands — to create specific chan- nels users can subscribe to for updates, messages and branded content. “I think it’s going to take the world by storm because it’s so perfectly designed for the mobile device,” Schimel said. It’s an easy adaptive step for publishers and brands to take. But WeChat hasn’t infiltrated the Western market yet, and native magazine apps, so far, have failed to meet the demand of social media. of time,” said Wilkes. “So the return is greater to start on iPhone and then translate that to Android.” The Atlantic’s Lau agrees: “You hear so much about Android being dominant in the market and yet from a usage perspective, when we look at the audiences that are vis- iting our website via devices, the vast majority are still coming from iOS devices. And in the limited tests we’ve done, the Android mar- ketplaces still vastly underperform Apple’s marketplace. The Android marketplace just isn’t as robust, and part of that is the frag- mentation.” On a practical level, when Jim Dalrymple was looking at his Loop tablet magazine, he had a decision to make. “I looked at whether to do an Android version of the magazine. I looked into the stats and numbers and the way people will spend money, and from ev- erything I’ve seen and even talking to some developers who develop for both iOS and An- droid, people just don’t seem to be willing to spend money on the Android side.” That situation won’t last forever, but for now publishers would appear to be safe to focus on iOS and leave Android for later. Hearst’s Wilkes insists his company is intent on making sure that its Android ex- perience is “best-in-class”, but he adds that they’ll get to it “eventually”. However, if the recent past is any indi- cation, “eventually” really means ‘PDQ’ or pretty darn quick, because it’s clear mobile is where magazines are headed and that uni- verse is exploding before our very eyes. continued from page xx In China, the low-cost Xiaomi smartphone, available only online, had eclipsed both Samsung’s and Apple’s sales at the end of 2013 “In the limited tests we’ve done, the Android marketplaces still vastly under-perform Apple’s marketplace.” Kim Lau VP/Atlantic Digital Mobile magazines in the world’s largest mobile market: China InnovationsinMagazinesMedia2014WorldReport Thursday, 5 June 14
  • 69. of 2014, Forbes became the first magazine to launch its own social network. When he spoke about it in November of 2013, DVorkin was cryptic, describing the mystery tool only as their previous “clipping” functionality, but “on steroids.” Now we know he was talking about Stream: a mini, Forbes-only social networking plat- form enabling subscribers to save and share content in a visual, pinch-and-drag way (ver- sus copying URLs), and then post it to their own Stream, or various other social networks. The idea is novel, particularly in terms of its application specifically as a tool for the magazine’s mobile community. But, as with most of Forbes’ mobile apps and strategy, it’s only available within the magazine’s iOS app. And that means it’s going to be one more thing to have to carry over, now that publishers are faced with the substantial — and fairly pressing — challenge of mastering as many operating systems as they can. That’s not an easy task for pub- lishing company de- velopers, especially in an environment charac- terised by a fragmented, ever-growing list of mobile devices. It’s a tricky thing to develop for an iPhone or iPad, it’s a lot trickier to develop for the growing range of Android and Windows platforms. Almost all developers are focusing their efforts first on mastering iOS, for the simple reason that they know what they’re working with. But as Apple’s smartphone market share shrinks worldwide, there’s a greater urgency to optimise Android apps and roll them out to the readers. Apple and Samsung today are crushing their competitors in the US and European markets. Combined, they account for two- thirds of all mobile devices sold in the United States. But Google is steadily encroaching on Apple’s market stranglehold: in the last quar- ter of 2013, 51.5 per cent of all smart devices ran Android’s operating system, compared to 42 per cent on iOS. In Europe, Android is already off and run- ning, and in China, the advent of the An- droid-based, low-cost Xiaomi marks a new wave of stiff competition. At the end of 2013, the Beijing-based start-up, whose phones can only be purchased online, had eclipsed both Samsung’s and Apple’s sales. For publishers who have been focusing exclusively on iOS, it’s time to make changes. “[The Android] numbers scream opportu- nity, that’s for sure,” said Wilkes. But “there is a quality problem in that many of the experiences on Android often feel like they are the ugly stepchildren to the more premium iOS version,” said Wilkes. “It seems the developers spend more time making their iOS versions and then less time making second version of it for Android,” which, for the large par t, has been the case. Much of that has to do with mag- azine publishers finding a much lower will- ingness on the part of Android users to pay for online content and products. Part of that has to do with the fact that the Android marketplace isn’t quite as robust as Apple’s, yet at the same time, Android users appear less willing to shell out money online. “We’ve learned from our engagement data that the user in iOS is much more likely to actually spend money and significant chunks added. So now Condé Nast China is looking at more oppor- tunities to grow its iPad content tailored specifically to the format. More frequent publishing, she says, could unlock more consumer op- portunities, as well as more advertising opportunities. Schimel’s team is focusing on “the time slice of the user, and the immediacy of that digital content.” “I believe we’re part of a big ecosystem that includes massive social platforms,” Schimel said. “It’s an import- ant body as a development tool for us, it’s a way to a broader-reach audience, who might not read the magazine, or might find it a bit too high-end.” Specifically, she’s talking about WeChat: a Chi- nese-developed social networking application that could be likened to a combi- nation of Twitter, Facebook, and WhatsApp. The app is free, and allows anyone — individuals, groups of friends, events, and brands — to create specific chan- nels users can subscribe to for updates, messages and branded content. “I think it’s going to take the world by storm because it’s so perfectly designed for the mobile device,” Schimel said. It’s an easy adaptive step for publishers and brands to take. But WeChat hasn’t infiltrated the Western market yet, and native magazine apps, so far, have failed to meet the demand of social media. of time,” said Wilkes. “So the return is greater to start on iPhone and then translate that to Android.” The Atlantic’s Lau agrees: “You hear so much about Android being dominant in the market and yet from a usage perspective, when we look at the audiences that are vis- iting our website via devices, the vast majority are still coming from iOS devices. And in the limited tests we’ve done, the Android mar- ketplaces still vastly underperform Apple’s marketplace. The Android marketplace just isn’t as robust, and part of that is the frag- mentation.” On a practical level, when Jim Dalrymple was looking at his Loop tablet magazine, he had a decision to make. “I looked at whether to do an Android version of the magazine. I looked into the stats and numbers and the way people will spend money, and from ev- erything I’ve seen and even talking to some developers who develop for both iOS and An- droid, people just don’t seem to be willing to spend money on the Android side.” That situation won’t last forever, but for now publishers would appear to be safe to focus on iOS and leave Android for later. Hearst’s Wilkes insists his company is intent on making sure that its Android ex- perience is “best-in-class”, but he adds that they’ll get to it “eventually”. However, if the recent past is any indi- cation, “eventually” really means ‘PDQ’ or pretty darn quick, because it’s clear mobile is where magazines are headed and that uni- verse is exploding before our very eyes. continued from page xx In China, the low-cost Xiaomi smartphone, available only online, had eclipsed both Samsung’s and Apple’s sales at the end of 2013 “In the limited tests we’ve done, the Android marketplaces still vastly under-perform Apple’s marketplace.” Kim Lau VP/Atlantic Digital Mobile magazines in the world’s largest mobile market: China InnovationsinMagazinesMedia2014WorldReport Thursday, 5 June 14
  • 70. of 2014, Forbes became the first magazine to launch its own social network. When he spoke about it in November of 2013, DVorkin was cryptic, describing the mystery tool only as their previous “clipping” functionality, but “on steroids.” Now we know he was talking about Stream: a mini, Forbes-only social networking plat- form enabling subscribers to save and share content in a visual, pinch-and-drag way (ver- sus copying URLs), and then post it to their own Stream, or various other social networks. The idea is novel, particularly in terms of its application specifically as a tool for the magazine’s mobile community. But, as with most of Forbes’ mobile apps and strategy, it’s only available within the magazine’s iOS app. And that means it’s going to be one more thing to have to carry over, now that publishers are faced with the substantial — and fairly pressing — challenge of mastering as many operating systems as they can. That’s not an easy task for pub- lishing company de- velopers, especially in an environment charac- terised by a fragmented, ever-growing list of mobile devices. It’s a tricky thing to develop for an iPhone or iPad, it’s a lot trickier to develop for the growing range of Android and Windows platforms. Almost all developers are focusing their efforts first on mastering iOS, for the simple reason that they know what they’re working with. But as Apple’s smartphone market share shrinks worldwide, there’s a greater urgency to optimise Android apps and roll them out to the readers. Apple and Samsung today are crushing their competitors in the US and European markets. Combined, they account for two- thirds of all mobile devices sold in the United States. But Google is steadily encroaching on Apple’s market stranglehold: in the last quar- ter of 2013, 51.5 per cent of all smart devices ran Android’s operating system, compared to 42 per cent on iOS. In Europe, Android is already off and run- ning, and in China, the advent of the An- droid-based, low-cost Xiaomi marks a new wave of stiff competition. At the end of 2013, the Beijing-based start-up, whose phones can only be purchased online, had eclipsed both Samsung’s and Apple’s sales. For publishers who have been focusing exclusively on iOS, it’s time to make changes. “[The Android] numbers scream opportu- nity, that’s for sure,” said Wilkes. But “there is a quality problem in that many of the experiences on Android often feel like they are the ugly stepchildren to the more premium iOS version,” said Wilkes. “It seems the developers spend more time making their iOS versions and then less time making second version of it for Android,” which, for the large par t, has been the case. Much of that has to do with mag- azine publishers finding a much lower will- ingness on the part of Android users to pay for online content and products. Part of that has to do with the fact that the Android marketplace isn’t quite as robust as Apple’s, yet at the same time, Android users appear less willing to shell out money online. “We’ve learned from our engagement data that the user in iOS is much more likely to actually spend money and significant chunks added. So now Condé Nast China is looking at more oppor- tunities to grow its iPad content tailored specifically to the format. More frequent publishing, she says, could unlock more consumer op- portunities, as well as more advertising opportunities. Schimel’s team is focusing on “the time slice of the user, and the immediacy of that digital content.” “I believe we’re part of a big ecosystem that includes massive social platforms,” Schimel said. “It’s an import- ant body as a development tool for us, it’s a way to a broader-reach audience, who might not read the magazine, or might find it a bit too high-end.” Specifically, she’s talking about WeChat: a Chi- nese-developed social networking application that could be likened to a combi- nation of Twitter, Facebook, and WhatsApp. The app is free, and allows anyone — individuals, groups of friends, events, and brands — to create specific chan- nels users can subscribe to for updates, messages and branded content. “I think it’s going to take the world by storm because it’s so perfectly designed for the mobile device,” Schimel said. It’s an easy adaptive step for publishers and brands to take. But WeChat hasn’t infiltrated the Western market yet, and native magazine apps, so far, have failed to meet the demand of social media. of time,” said Wilkes. “So the return is greater to start on iPhone and then translate that to Android.” The Atlantic’s Lau agrees: “You hear so much about Android being dominant in the market and yet from a usage perspective, when we look at the audiences that are vis- iting our website via devices, the vast majority are still coming from iOS devices. And in the limited tests we’ve done, the Android mar- ketplaces still vastly underperform Apple’s marketplace. The Android marketplace just isn’t as robust, and part of that is the frag- mentation.” On a practical level, when Jim Dalrymple was looking at his Loop tablet magazine, he had a decision to make. “I looked at whether to do an Android version of the magazine. I looked into the stats and numbers and the way people will spend money, and from ev- erything I’ve seen and even talking to some developers who develop for both iOS and An- droid, people just don’t seem to be willing to spend money on the Android side.” That situation won’t last forever, but for now publishers would appear to be safe to focus on iOS and leave Android for later. Hearst’s Wilkes insists his company is intent on making sure that its Android ex- perience is “best-in-class”, but he adds that they’ll get to it “eventually”. However, if the recent past is any indi- cation, “eventually” really means ‘PDQ’ or pretty darn quick, because it’s clear mobile is where magazines are headed and that uni- verse is exploding before our very eyes. continued from page xx In China, the low-cost Xiaomi smartphone, available only online, had eclipsed both Samsung’s and Apple’s sales at the end of 2013 “In the limited tests we’ve done, the Android marketplaces still vastly under-perform Apple’s marketplace.” Kim Lau VP/Atlantic Digital Mobile magazines in the world’s largest mobile market: China InnovationsinMagazinesMedia2014WorldReport Thursday, 5 June 14
  • 71. F Will 2014 be year mobile takes off? With reader traffic shifting to mobile, advertisers had best keep up Peta Andersen or most readers, mobile advertising means four things: banners squished at the bottom of a screen, almost unreadable text, inadvertent clicks sending you where you don’t want to go, and slow loading times. It’s a puzzling lack of sophistication, espe- cially given the surge of innovation in other areas of mobile. Outside of the advertising industry, mobile platform, app, and content designers worldwide are rapidly innovating to accommodate the smaller screens, the in- creased interactivity, and potentially slower connection times of mobile devices. Digital designers have shifted to more re- sponsive models; magazines have streamlined clunky, skeuomorphic designs to create a smoother reading experience for consumers. Despite mobile advertising’s slow start, 2014 may be remembered as the year mobile advertising finally “got it” and took off. This year, eMarketer predicts that overall spending on desktop advertising will increase by less than half of one per cent while mo- bile ad spending will grow 56 per cent to US$14.97bn. By 2016, spending on mobile will rival desktop spending, and in 2017 mobile will blow past desktop advertising, posting a projected $35.62bn in ad spending com- pared to the desktop’s $27.21bn, according to eMarketer. Statistics point to mobile explosion Morethan 54%oftheUSdigitalpopulationnowusesmultiple devicestoaccesstheweb comScore Mobiledeviceswereresponsiblefor 28%ofallwebsitetrafficinthethirdquarterof2013, up67percentover2012 WalkerSands Tabletswillaccountfornearly 50%ofthetotalPCmarket(desktops, notebooksandtablets)in2014 Canalys InnovationsinMagazinesMedia2014WorldReport Thursday, 5 June 14
  • 72. F Will 2014 be year mobile takes off? With reader traffic shifting to mobile, advertisers had best keep up Peta Andersen or most readers, mobile advertising means four things: banners squished at the bottom of a screen, almost unreadable text, inadvertent clicks sending you where you don’t want to go, and slow loading times. It’s a puzzling lack of sophistication, espe- cially given the surge of innovation in other areas of mobile. Outside of the advertising industry, mobile platform, app, and content designers worldwide are rapidly innovating to accommodate the smaller screens, the in- creased interactivity, and potentially slower connection times of mobile devices. Digital designers have shifted to more re- sponsive models; magazines have streamlined clunky, skeuomorphic designs to create a smoother reading experience for consumers. Despite mobile advertising’s slow start, 2014 may be remembered as the year mobile advertising finally “got it” and took off. This year, eMarketer predicts that overall spending on desktop advertising will increase by less than half of one per cent while mo- bile ad spending will grow 56 per cent to US$14.97bn. By 2016, spending on mobile will rival desktop spending, and in 2017 mobile will blow past desktop advertising, posting a projected $35.62bn in ad spending com- pared to the desktop’s $27.21bn, according to eMarketer. Statistics point to mobile explosion Morethan 54%oftheUSdigitalpopulationnowusesmultiple devicestoaccesstheweb comScore Mobiledeviceswereresponsiblefor 28%ofallwebsitetrafficinthethirdquarterof2013, up67percentover2012 WalkerSands Tabletswillaccountfornearly 50%ofthetotalPCmarket(desktops, notebooksandtablets)in2014 Canalys InnovationsinMagazinesMedia2014WorldReport Mobile devices are booming: There are more cell phones than humans Thursday, 5 June 14
  • 73. F Will 2014 be year mobile takes off? With reader traffic shifting to mobile, advertisers had best keep up Peta Andersen or most readers, mobile advertising means four things: banners squished at the bottom of a screen, almost unreadable text, inadvertent clicks sending you where you don’t want to go, and slow loading times. It’s a puzzling lack of sophistication, espe- cially given the surge of innovation in other areas of mobile. Outside of the advertising industry, mobile platform, app, and content designers worldwide are rapidly innovating to accommodate the smaller screens, the in- creased interactivity, and potentially slower connection times of mobile devices. Digital designers have shifted to more re- sponsive models; magazines have streamlined clunky, skeuomorphic designs to create a smoother reading experience for consumers. Despite mobile advertising’s slow start, 2014 may be remembered as the year mobile advertising finally “got it” and took off. This year, eMarketer predicts that overall spending on desktop advertising will increase by less than half of one per cent while mo- bile ad spending will grow 56 per cent to US$14.97bn. By 2016, spending on mobile will rival desktop spending, and in 2017 mobile will blow past desktop advertising, posting a projected $35.62bn in ad spending com- pared to the desktop’s $27.21bn, according to eMarketer. Statistics point to mobile explosion Morethan 54%oftheUSdigitalpopulationnowusesmultiple devicestoaccesstheweb comScore Mobiledeviceswereresponsiblefor 28%ofallwebsitetrafficinthethirdquarterof2013, up67percentover2012 WalkerSands Tabletswillaccountfornearly 50%ofthetotalPCmarket(desktops, notebooksandtablets)in2014 Canalys InnovationsinMagazinesMedia2014WorldReport Thursday, 5 June 14
  • 74. F Will 2014 be year mobile takes off? With reader traffic shifting to mobile, advertisers had best keep up Peta Andersen or most readers, mobile advertising means four things: banners squished at the bottom of a screen, almost unreadable text, inadvertent clicks sending you where you don’t want to go, and slow loading times. It’s a puzzling lack of sophistication, espe- cially given the surge of innovation in other areas of mobile. Outside of the advertising industry, mobile platform, app, and content designers worldwide are rapidly innovating to accommodate the smaller screens, the in- creased interactivity, and potentially slower connection times of mobile devices. Digital designers have shifted to more re- sponsive models; magazines have streamlined clunky, skeuomorphic designs to create a smoother reading experience for consumers. Despite mobile advertising’s slow start, 2014 may be remembered as the year mobile advertising finally “got it” and took off. This year, eMarketer predicts that overall spending on desktop advertising will increase by less than half of one per cent while mo- bile ad spending will grow 56 per cent to US$14.97bn. By 2016, spending on mobile will rival desktop spending, and in 2017 mobile will blow past desktop advertising, posting a projected $35.62bn in ad spending com- pared to the desktop’s $27.21bn, according to eMarketer. Statistics point to mobile explosion Morethan 54%oftheUSdigitalpopulationnowusesmultiple devicestoaccesstheweb comScore Mobiledeviceswereresponsiblefor 28%ofallwebsitetrafficinthethirdquarterof2013, up67percentover2012 WalkerSands Tabletswillaccountfornearly 50%ofthetotalPCmarket(desktops, notebooksandtablets)in2014 Canalys InnovationsinMagazinesMedia2014WorldReport Even so, advertisers lag behind, still pushing desktop banner and long video ads to small screens. Publishers offering alternatives: native ads and short pre-roll where demand exceeds supply Thursday, 5 June 14
  • 75. F Will 2014 be year mobile takes off? With reader traffic shifting to mobile, advertisers had best keep up Peta Andersen or most readers, mobile advertising means four things: banners squished at the bottom of a screen, almost unreadable text, inadvertent clicks sending you where you don’t want to go, and slow loading times. It’s a puzzling lack of sophistication, espe- cially given the surge of innovation in other areas of mobile. Outside of the advertising industry, mobile platform, app, and content designers worldwide are rapidly innovating to accommodate the smaller screens, the in- creased interactivity, and potentially slower connection times of mobile devices. Digital designers have shifted to more re- sponsive models; magazines have streamlined clunky, skeuomorphic designs to create a smoother reading experience for consumers. Despite mobile advertising’s slow start, 2014 may be remembered as the year mobile advertising finally “got it” and took off. This year, eMarketer predicts that overall spending on desktop advertising will increase by less than half of one per cent while mo- bile ad spending will grow 56 per cent to US$14.97bn. By 2016, spending on mobile will rival desktop spending, and in 2017 mobile will blow past desktop advertising, posting a projected $35.62bn in ad spending com- pared to the desktop’s $27.21bn, according to eMarketer. Statistics point to mobile explosion Morethan 54%oftheUSdigitalpopulationnowusesmultiple devicestoaccesstheweb comScore Mobiledeviceswereresponsiblefor 28%ofallwebsitetrafficinthethirdquarterof2013, up67percentover2012 WalkerSands Tabletswillaccountfornearly 50%ofthetotalPCmarket(desktops, notebooksandtablets)in2014 Canalys InnovationsinMagazinesMedia2014WorldReport Thursday, 5 June 14
  • 76. 7INNOVATIONS IN MAGAZINE MEDIA 20146 INNOVATIONS IN MAGAZINE MEDIA 2014 Since the arrival of the intelligent personal assistant, “Siri”, on the iPhone in 2011, consumers have become increasingly comfortable talkingbacktotheirmobiledevice. Now advertisers are beginning to take advantage of that uniquely mobilefeaturetointeractwithcus- tomersinamoreengagingfashion: by talking with them. In a dramatic move away from static banner advertisements, several large brands used 2013 to make voice a significant focus of their mobile advertising cam- paigns. While voice recognition mobile apps have been around for sever- al years, advertisers had not taken advantage of that feature. In 2013, JetBlue, GM’s Sonic and Toys “R” Us were among the first to give it a go. And early results in- dicate voice advertisements can ignite a conversation with mobile device owners. “Brands are looking to differen- tiate from standard display and voice is one way to do that,” Juice Mobile/Torontodirectorofmarket- ing Nikki Hawke, told Mobile Mar- keting. “More brands will definitely embrace voice-activated ad units next year. “It isn’t going to replace all stan- dard display or mobile ad units, but it’s another tactic that should be added to the mix,” Hawke said. “Especially for brands that want to engage consumers and spark a conversation around their brand. “Utilising the voice ad is clearly a way for a brand to stand out, con- sumersareveryintriguedandplay theadmultipletimestoseetheex- tentofresponses—it’saconversa- tion starter,” Hawke said. Thevoiceadvertisementsappeal to the same sense of fun and ex- ploration that have caused iPhone userstospendinordinateamounts of time “talking” with Apple’s Siri. Everyone likes to hear jokes and listen to music. In GM’s Sonic brand mobile advertisement cre- ated with Juice Mobile and voice recognition company Nuance, the compressed ad banner expands to fill the screen and a voice asks questions like “Want to hear some music?”or“Wanttohearajoke?”If readerssay“yes”,theygetajokeor music and then are asked if they’d likeanotherjokeormoremusic.Af- ter several rounds, the voice says, “Let me tell you about the Sonic…” Would you like to learn to talk like a pigeon? Jet Blue and agen- cy Mullen partnered with Mobile Theory and Opera MediaWorks foranautumn2013campaignthat compared most air travellers’ ex- perienceswiththelifeofother“fre- quent flyers”: pigeons. According totheadvertisement,pigeonsand mosthumanpassengersbothexist incramped,unpleasantconditions, arelargelyignored,arefedcrumbs, etc.…withtheexceptionofJetBlue, of course. The advertisement’s voice pro- nounces“phrases”in“pigeon”(e.g., “cew hu coo” means “stretch your legs”) and if readers pronounce it correctly, they are rewarded after twosuccessfulattemptswithagold medal,thetitle“pigeonmaster”,and a place in the “Central Perch”. Howabouthelpshoppingforyour child or a grandchild? Toys “R” Us created voice-enabled spots on WomansDay.com,Elle.comandoth- ers that asked readers to answer questionsaboutthechildforwhom they are shopping. Based on the answers the readers provided, the ad would provide suggestions for toys that could then be purchased on ToysRUs.com. “Voice ads along with video ads, wereheadlineinnovationsinmobile advertisingin2013,”OperaMedia- works CEO Mahi de Silva told Mo- bileMarketer. “Major brands here in the US, in Europe and Asia have embraced this ad format and we expect it will grow significantly in 2014… [and the ad] spend in 2014 willbesignificantmultiplesofwhat we have seen in 2013.” “It’s proven itself to be a powerful way of engaging mobile consum- ers,” de Silva said. “We’ve seen that brands that use cutting-edge technology to engage consumers enhancetheirbrandreputationfor being innovative.” Voice ads talk pigeon, play music, tell jokes, and give readers advice ADVERTISING:WHATWORKSONMOBILEADVERTISING:WHATWORKSONMOBILE InnovationsinMagazinesMedia2014WorldReport Thursday, 5 June 14
  • 77. 7INNOVATIONS IN MAGAZINE MEDIA 20146 INNOVATIONS IN MAGAZINE MEDIA 2014 Since the arrival of the intelligent personal assistant, “Siri”, on the iPhone in 2011, consumers have become increasingly comfortable talkingbacktotheirmobiledevice. Now advertisers are beginning to take advantage of that uniquely mobilefeaturetointeractwithcus- tomersinamoreengagingfashion: by talking with them. In a dramatic move away from static banner advertisements, several large brands used 2013 to make voice a significant focus of their mobile advertising cam- paigns. While voice recognition mobile apps have been around for sever- al years, advertisers had not taken advantage of that feature. In 2013, JetBlue, GM’s Sonic and Toys “R” Us were among the first to give it a go. And early results in- dicate voice advertisements can ignite a conversation with mobile device owners. “Brands are looking to differen- tiate from standard display and voice is one way to do that,” Juice Mobile/Torontodirectorofmarket- ing Nikki Hawke, told Mobile Mar- keting. “More brands will definitely embrace voice-activated ad units next year. “It isn’t going to replace all stan- dard display or mobile ad units, but it’s another tactic that should be added to the mix,” Hawke said. “Especially for brands that want to engage consumers and spark a conversation around their brand. “Utilising the voice ad is clearly a way for a brand to stand out, con- sumersareveryintriguedandplay theadmultipletimestoseetheex- tentofresponses—it’saconversa- tion starter,” Hawke said. Thevoiceadvertisementsappeal to the same sense of fun and ex- ploration that have caused iPhone userstospendinordinateamounts of time “talking” with Apple’s Siri. Everyone likes to hear jokes and listen to music. In GM’s Sonic brand mobile advertisement cre- ated with Juice Mobile and voice recognition company Nuance, the compressed ad banner expands to fill the screen and a voice asks questions like “Want to hear some music?”or“Wanttohearajoke?”If readerssay“yes”,theygetajokeor music and then are asked if they’d likeanotherjokeormoremusic.Af- ter several rounds, the voice says, “Let me tell you about the Sonic…” Would you like to learn to talk like a pigeon? Jet Blue and agen- cy Mullen partnered with Mobile Theory and Opera MediaWorks foranautumn2013campaignthat compared most air travellers’ ex- perienceswiththelifeofother“fre- quent flyers”: pigeons. According totheadvertisement,pigeonsand mosthumanpassengersbothexist incramped,unpleasantconditions, arelargelyignored,arefedcrumbs, etc.…withtheexceptionofJetBlue, of course. The advertisement’s voice pro- nounces“phrases”in“pigeon”(e.g., “cew hu coo” means “stretch your legs”) and if readers pronounce it correctly, they are rewarded after twosuccessfulattemptswithagold medal,thetitle“pigeonmaster”,and a place in the “Central Perch”. Howabouthelpshoppingforyour child or a grandchild? Toys “R” Us created voice-enabled spots on WomansDay.com,Elle.comandoth- ers that asked readers to answer questionsaboutthechildforwhom they are shopping. Based on the answers the readers provided, the ad would provide suggestions for toys that could then be purchased on ToysRUs.com. “Voice ads along with video ads, wereheadlineinnovationsinmobile advertisingin2013,”OperaMedia- works CEO Mahi de Silva told Mo- bileMarketer. “Major brands here in the US, in Europe and Asia have embraced this ad format and we expect it will grow significantly in 2014… [and the ad] spend in 2014 willbesignificantmultiplesofwhat we have seen in 2013.” “It’s proven itself to be a powerful way of engaging mobile consum- ers,” de Silva said. “We’ve seen that brands that use cutting-edge technology to engage consumers enhancetheirbrandreputationfor being innovative.” Voice ads talk pigeon, play music, tell jokes, and give readers advice ADVERTISING:WHATWORKSONMOBILEADVERTISING:WHATWORKSONMOBILE InnovationsinMagazinesMedia2014WorldReport One mobile ad strategy perfectly suited for mobile is the talking ad Thursday, 5 June 14
  • 78. 7INNOVATIONS IN MAGAZINE MEDIA 20146 INNOVATIONS IN MAGAZINE MEDIA 2014 Since the arrival of the intelligent personal assistant, “Siri”, on the iPhone in 2011, consumers have become increasingly comfortable talkingbacktotheirmobiledevice. Now advertisers are beginning to take advantage of that uniquely mobilefeaturetointeractwithcus- tomersinamoreengagingfashion: by talking with them. In a dramatic move away from static banner advertisements, several large brands used 2013 to make voice a significant focus of their mobile advertising cam- paigns. While voice recognition mobile apps have been around for sever- al years, advertisers had not taken advantage of that feature. In 2013, JetBlue, GM’s Sonic and Toys “R” Us were among the first to give it a go. And early results in- dicate voice advertisements can ignite a conversation with mobile device owners. “Brands are looking to differen- tiate from standard display and voice is one way to do that,” Juice Mobile/Torontodirectorofmarket- ing Nikki Hawke, told Mobile Mar- keting. “More brands will definitely embrace voice-activated ad units next year. “It isn’t going to replace all stan- dard display or mobile ad units, but it’s another tactic that should be added to the mix,” Hawke said. “Especially for brands that want to engage consumers and spark a conversation around their brand. “Utilising the voice ad is clearly a way for a brand to stand out, con- sumersareveryintriguedandplay theadmultipletimestoseetheex- tentofresponses—it’saconversa- tion starter,” Hawke said. Thevoiceadvertisementsappeal to the same sense of fun and ex- ploration that have caused iPhone userstospendinordinateamounts of time “talking” with Apple’s Siri. Everyone likes to hear jokes and listen to music. In GM’s Sonic brand mobile advertisement cre- ated with Juice Mobile and voice recognition company Nuance, the compressed ad banner expands to fill the screen and a voice asks questions like “Want to hear some music?”or“Wanttohearajoke?”If readerssay“yes”,theygetajokeor music and then are asked if they’d likeanotherjokeormoremusic.Af- ter several rounds, the voice says, “Let me tell you about the Sonic…” Would you like to learn to talk like a pigeon? Jet Blue and agen- cy Mullen partnered with Mobile Theory and Opera MediaWorks foranautumn2013campaignthat compared most air travellers’ ex- perienceswiththelifeofother“fre- quent flyers”: pigeons. According totheadvertisement,pigeonsand mosthumanpassengersbothexist incramped,unpleasantconditions, arelargelyignored,arefedcrumbs, etc.…withtheexceptionofJetBlue, of course. The advertisement’s voice pro- nounces“phrases”in“pigeon”(e.g., “cew hu coo” means “stretch your legs”) and if readers pronounce it correctly, they are rewarded after twosuccessfulattemptswithagold medal,thetitle“pigeonmaster”,and a place in the “Central Perch”. Howabouthelpshoppingforyour child or a grandchild? Toys “R” Us created voice-enabled spots on WomansDay.com,Elle.comandoth- ers that asked readers to answer questionsaboutthechildforwhom they are shopping. Based on the answers the readers provided, the ad would provide suggestions for toys that could then be purchased on ToysRUs.com. “Voice ads along with video ads, wereheadlineinnovationsinmobile advertisingin2013,”OperaMedia- works CEO Mahi de Silva told Mo- bileMarketer. “Major brands here in the US, in Europe and Asia have embraced this ad format and we expect it will grow significantly in 2014… [and the ad] spend in 2014 willbesignificantmultiplesofwhat we have seen in 2013.” “It’s proven itself to be a powerful way of engaging mobile consum- ers,” de Silva said. “We’ve seen that brands that use cutting-edge technology to engage consumers enhancetheirbrandreputationfor being innovative.” Voice ads talk pigeon, play music, tell jokes, and give readers advice ADVERTISING:WHATWORKSONMOBILEADVERTISING:WHATWORKSONMOBILE InnovationsinMagazinesMedia2014WorldReport Thursday, 5 June 14
  • 79. 7INNOVATIONS IN MAGAZINE MEDIA 20146 INNOVATIONS IN MAGAZINE MEDIA 2014 Since the arrival of the intelligent personal assistant, “Siri”, on the iPhone in 2011, consumers have become increasingly comfortable talkingbacktotheirmobiledevice. Now advertisers are beginning to take advantage of that uniquely mobilefeaturetointeractwithcus- tomersinamoreengagingfashion: by talking with them. In a dramatic move away from static banner advertisements, several large brands used 2013 to make voice a significant focus of their mobile advertising cam- paigns. While voice recognition mobile apps have been around for sever- al years, advertisers had not taken advantage of that feature. In 2013, JetBlue, GM’s Sonic and Toys “R” Us were among the first to give it a go. And early results in- dicate voice advertisements can ignite a conversation with mobile device owners. “Brands are looking to differen- tiate from standard display and voice is one way to do that,” Juice Mobile/Torontodirectorofmarket- ing Nikki Hawke, told Mobile Mar- keting. “More brands will definitely embrace voice-activated ad units next year. “It isn’t going to replace all stan- dard display or mobile ad units, but it’s another tactic that should be added to the mix,” Hawke said. “Especially for brands that want to engage consumers and spark a conversation around their brand. “Utilising the voice ad is clearly a way for a brand to stand out, con- sumersareveryintriguedandplay theadmultipletimestoseetheex- tentofresponses—it’saconversa- tion starter,” Hawke said. Thevoiceadvertisementsappeal to the same sense of fun and ex- ploration that have caused iPhone userstospendinordinateamounts of time “talking” with Apple’s Siri. Everyone likes to hear jokes and listen to music. In GM’s Sonic brand mobile advertisement cre- ated with Juice Mobile and voice recognition company Nuance, the compressed ad banner expands to fill the screen and a voice asks questions like “Want to hear some music?”or“Wanttohearajoke?”If readerssay“yes”,theygetajokeor music and then are asked if they’d likeanotherjokeormoremusic.Af- ter several rounds, the voice says, “Let me tell you about the Sonic…” Would you like to learn to talk like a pigeon? Jet Blue and agen- cy Mullen partnered with Mobile Theory and Opera MediaWorks foranautumn2013campaignthat compared most air travellers’ ex- perienceswiththelifeofother“fre- quent flyers”: pigeons. According totheadvertisement,pigeonsand mosthumanpassengersbothexist incramped,unpleasantconditions, arelargelyignored,arefedcrumbs, etc.…withtheexceptionofJetBlue, of course. The advertisement’s voice pro- nounces“phrases”in“pigeon”(e.g., “cew hu coo” means “stretch your legs”) and if readers pronounce it correctly, they are rewarded after twosuccessfulattemptswithagold medal,thetitle“pigeonmaster”,and a place in the “Central Perch”. Howabouthelpshoppingforyour child or a grandchild? Toys “R” Us created voice-enabled spots on WomansDay.com,Elle.comandoth- ers that asked readers to answer questionsaboutthechildforwhom they are shopping. Based on the answers the readers provided, the ad would provide suggestions for toys that could then be purchased on ToysRUs.com. “Voice ads along with video ads, wereheadlineinnovationsinmobile advertisingin2013,”OperaMedia- works CEO Mahi de Silva told Mo- bileMarketer. “Major brands here in the US, in Europe and Asia have embraced this ad format and we expect it will grow significantly in 2014… [and the ad] spend in 2014 willbesignificantmultiplesofwhat we have seen in 2013.” “It’s proven itself to be a powerful way of engaging mobile consum- ers,” de Silva said. “We’ve seen that brands that use cutting-edge technology to engage consumers enhancetheirbrandreputationfor being innovative.” Voice ads talk pigeon, play music, tell jokes, and give readers advice ADVERTISING:WHATWORKSONMOBILEADVERTISING:WHATWORKSONMOBILE InnovationsinMagazinesMedia2014WorldReport ‘Siri’ taught us to talk back to our mobile phones. Now advertisers are engaging with readers verbally with voice ads, offering shopping advice and entertainment (music, jokes and lessons in ‘pigeon’) Thursday, 5 June 14
  • 80. 7INNOVATIONS IN MAGAZINE MEDIA 20146 INNOVATIONS IN MAGAZINE MEDIA 2014 Since the arrival of the intelligent personal assistant, “Siri”, on the iPhone in 2011, consumers have become increasingly comfortable talkingbacktotheirmobiledevice. Now advertisers are beginning to take advantage of that uniquely mobilefeaturetointeractwithcus- tomersinamoreengagingfashion: by talking with them. In a dramatic move away from static banner advertisements, several large brands used 2013 to make voice a significant focus of their mobile advertising cam- paigns. While voice recognition mobile apps have been around for sever- al years, advertisers had not taken advantage of that feature. In 2013, JetBlue, GM’s Sonic and Toys “R” Us were among the first to give it a go. And early results in- dicate voice advertisements can ignite a conversation with mobile device owners. “Brands are looking to differen- tiate from standard display and voice is one way to do that,” Juice Mobile/Torontodirectorofmarket- ing Nikki Hawke, told Mobile Mar- keting. “More brands will definitely embrace voice-activated ad units next year. “It isn’t going to replace all stan- dard display or mobile ad units, but it’s another tactic that should be added to the mix,” Hawke said. “Especially for brands that want to engage consumers and spark a conversation around their brand. “Utilising the voice ad is clearly a way for a brand to stand out, con- sumersareveryintriguedandplay theadmultipletimestoseetheex- tentofresponses—it’saconversa- tion starter,” Hawke said. Thevoiceadvertisementsappeal to the same sense of fun and ex- ploration that have caused iPhone userstospendinordinateamounts of time “talking” with Apple’s Siri. Everyone likes to hear jokes and listen to music. In GM’s Sonic brand mobile advertisement cre- ated with Juice Mobile and voice recognition company Nuance, the compressed ad banner expands to fill the screen and a voice asks questions like “Want to hear some music?”or“Wanttohearajoke?”If readerssay“yes”,theygetajokeor music and then are asked if they’d likeanotherjokeormoremusic.Af- ter several rounds, the voice says, “Let me tell you about the Sonic…” Would you like to learn to talk like a pigeon? Jet Blue and agen- cy Mullen partnered with Mobile Theory and Opera MediaWorks foranautumn2013campaignthat compared most air travellers’ ex- perienceswiththelifeofother“fre- quent flyers”: pigeons. According totheadvertisement,pigeonsand mosthumanpassengersbothexist incramped,unpleasantconditions, arelargelyignored,arefedcrumbs, etc.…withtheexceptionofJetBlue, of course. The advertisement’s voice pro- nounces“phrases”in“pigeon”(e.g., “cew hu coo” means “stretch your legs”) and if readers pronounce it correctly, they are rewarded after twosuccessfulattemptswithagold medal,thetitle“pigeonmaster”,and a place in the “Central Perch”. Howabouthelpshoppingforyour child or a grandchild? Toys “R” Us created voice-enabled spots on WomansDay.com,Elle.comandoth- ers that asked readers to answer questionsaboutthechildforwhom they are shopping. Based on the answers the readers provided, the ad would provide suggestions for toys that could then be purchased on ToysRUs.com. “Voice ads along with video ads, wereheadlineinnovationsinmobile advertisingin2013,”OperaMedia- works CEO Mahi de Silva told Mo- bileMarketer. “Major brands here in the US, in Europe and Asia have embraced this ad format and we expect it will grow significantly in 2014… [and the ad] spend in 2014 willbesignificantmultiplesofwhat we have seen in 2013.” “It’s proven itself to be a powerful way of engaging mobile consum- ers,” de Silva said. “We’ve seen that brands that use cutting-edge technology to engage consumers enhancetheirbrandreputationfor being innovative.” Voice ads talk pigeon, play music, tell jokes, and give readers advice ADVERTISING:WHATWORKSONMOBILEADVERTISING:WHATWORKSONMOBILE InnovationsinMagazinesMedia2014WorldReport Thursday, 5 June 14
  • 81. 7INNOVATIONS IN MAGAZINE MEDIA 20146 INNOVATIONS IN MAGAZINE MEDIA 2014 Since the arrival of the intelligent personal assistant, “Siri”, on the iPhone in 2011, consumers have become increasingly comfortable talkingbacktotheirmobiledevice. Now advertisers are beginning to take advantage of that uniquely mobilefeaturetointeractwithcus- tomersinamoreengagingfashion: by talking with them. In a dramatic move away from static banner advertisements, several large brands used 2013 to make voice a significant focus of their mobile advertising cam- paigns. While voice recognition mobile apps have been around for sever- al years, advertisers had not taken advantage of that feature. In 2013, JetBlue, GM’s Sonic and Toys “R” Us were among the first to give it a go. And early results in- dicate voice advertisements can ignite a conversation with mobile device owners. “Brands are looking to differen- tiate from standard display and voice is one way to do that,” Juice Mobile/Torontodirectorofmarket- ing Nikki Hawke, told Mobile Mar- keting. “More brands will definitely embrace voice-activated ad units next year. “It isn’t going to replace all stan- dard display or mobile ad units, but it’s another tactic that should be added to the mix,” Hawke said. “Especially for brands that want to engage consumers and spark a conversation around their brand. “Utilising the voice ad is clearly a way for a brand to stand out, con- sumersareveryintriguedandplay theadmultipletimestoseetheex- tentofresponses—it’saconversa- tion starter,” Hawke said. Thevoiceadvertisementsappeal to the same sense of fun and ex- ploration that have caused iPhone userstospendinordinateamounts of time “talking” with Apple’s Siri. Everyone likes to hear jokes and listen to music. In GM’s Sonic brand mobile advertisement cre- ated with Juice Mobile and voice recognition company Nuance, the compressed ad banner expands to fill the screen and a voice asks questions like “Want to hear some music?”or“Wanttohearajoke?”If readerssay“yes”,theygetajokeor music and then are asked if they’d likeanotherjokeormoremusic.Af- ter several rounds, the voice says, “Let me tell you about the Sonic…” Would you like to learn to talk like a pigeon? Jet Blue and agen- cy Mullen partnered with Mobile Theory and Opera MediaWorks foranautumn2013campaignthat compared most air travellers’ ex- perienceswiththelifeofother“fre- quent flyers”: pigeons. According totheadvertisement,pigeonsand mosthumanpassengersbothexist incramped,unpleasantconditions, arelargelyignored,arefedcrumbs, etc.…withtheexceptionofJetBlue, of course. The advertisement’s voice pro- nounces“phrases”in“pigeon”(e.g., “cew hu coo” means “stretch your legs”) and if readers pronounce it correctly, they are rewarded after twosuccessfulattemptswithagold medal,thetitle“pigeonmaster”,and a place in the “Central Perch”. Howabouthelpshoppingforyour child or a grandchild? Toys “R” Us created voice-enabled spots on WomansDay.com,Elle.comandoth- ers that asked readers to answer questionsaboutthechildforwhom they are shopping. Based on the answers the readers provided, the ad would provide suggestions for toys that could then be purchased on ToysRUs.com. “Voice ads along with video ads, wereheadlineinnovationsinmobile advertisingin2013,”OperaMedia- works CEO Mahi de Silva told Mo- bileMarketer. “Major brands here in the US, in Europe and Asia have embraced this ad format and we expect it will grow significantly in 2014… [and the ad] spend in 2014 willbesignificantmultiplesofwhat we have seen in 2013.” “It’s proven itself to be a powerful way of engaging mobile consum- ers,” de Silva said. “We’ve seen that brands that use cutting-edge technology to engage consumers enhancetheirbrandreputationfor being innovative.” Voice ads talk pigeon, play music, tell jokes, and give readers advice ADVERTISING:WHATWORKSONMOBILEADVERTISING:WHATWORKSONMOBILE InnovationsinMagazinesMedia2014WorldReport Thursday, 5 June 14
  • 82. I Video advertising: A niche on fire A sharp rise in video advertising and viewership sends publishers scrambling to create more inventory John Wilpers f there is one certainty in digital publishing, it is that video is red hot. By extension, video ads, especially on mo- bile devices, are also growing at a torrid pace. “The easiest way to grow digital revenue is vid- eo,” media analyst Ken Doctor proclaimed in an interview with Capital New York. Magazine industry advertising revenues for digital video rose 24 per cent year-over-year to $1.3 billion during the first six months of 2013, according to the Interactive Advertising Bureau. It shouldn’t be surprising. Advertising is following eyeballs. “In the United States, video audiences will grow from 70.8 per cent of all internet users today to 76.9 per cent by 2016,” according to Greg Bobolo, CEO of digital sports agency 00:00.01 00:00.02 00:00.03 00:00.04 00:00.05 SendToNews. “Globally, consumers are devouring six billion hours of YouTube video every month, up 50 per cent from the previous year,” Bobolo wrote on www.inma.org. “Increasingly, video is the language of promotion online, so it’s no surprise that advertising in digital media is set for expansion — from 19 per cent of global advertising spend to 21 per cent in 2014 for a total value of US$110bn.” Global smartphone penetration is also growing in leaps and bounds. In the US, smartphone penetration is now at 74 per cent, according to a study by research firm Frank N. Magid Associates. Globally, there are more than 1 billion smartphones in use, and that number is expected to double by the end of 2016, according to Strategy Analytics. Smartphone growth is important because more than 50 per cent of smartphone users watch a video on their phone at least once a month. According to comScore, 188.2 million Amer- icans watched 52.4 billion online content vid- eos in December 2013 (up from 183 million watching 44 billion video in June 2013). The number of video ad views in December totalled 35.2 billion (up from 20 billion in June, a 76 per cent increase in just six months). The rising tide of online video consumption is lifting all boats, including advertising video andmostnotablymobilevideoadconsumption. While video advertisements are still pri- marily viewed on desktop computers (86 per cent), the growth rate of desktop video consumption was a paltry 10 per cent in 2013 compared to skyrocketing rates of mobile video ad consumption (tablets, 365 per cent; mobile phones, 235 per cent; Over the Top (OTT) devices like smart TVs and video game consoles, 125 per cent). The non-desktop consumption of advertis- ing videos is “growing far faster and taking share quickly,” according to Citigroup. As the eyeballs move, so are advertisers moving from TV to digital and mobile, accord- ing to video ad exchange Adap.TV’s semiannu- al “State of the Video Industry” report. Polling 900 ad agencies, advertisers, ad net- works, and publishers, the study found that brands increased their video ad budgets by 65 per cent from 2012. Fully 86 per cent of brands and 91 per cent of agencies said they planned to spend more on video advertisements next year. One third of the respondents planned to take the money from their television advertising budgets. “People aren’t watching reliably in front of their TV screens anymore,” preferring to view advertising videos on multiple screens, Adap. TV chief marketing officer Kara Weber said. “It’s shifting how brands are looking to reach consumers.” The only things holding back the growth of digital video advertising are the costs of production and lack of metrics. While the attraction of video for publishers is that it commands higher rates in a market where the value of advertising has been steadi- ly declining, the problem is that creating a quantity of quality videos that satisfies the The rate of US mobile video advertising consumption skyrocketed 365 per cent for tablets and 235 per cent for smartphones FortheSuperBowlintheUS,DunkinDonutscreateda seriesofVinevideoswithcoffeecupsperformingfeats ofathleticprowess InnovationsinMagazinesMedia2014WorldReport Thursday, 5 June 14
  • 83. I Video advertising: A niche on fire A sharp rise in video advertising and viewership sends publishers scrambling to create more inventory John Wilpers f there is one certainty in digital publishing, it is that video is red hot. By extension, video ads, especially on mo- bile devices, are also growing at a torrid pace. “The easiest way to grow digital revenue is vid- eo,” media analyst Ken Doctor proclaimed in an interview with Capital New York. Magazine industry advertising revenues for digital video rose 24 per cent year-over-year to $1.3 billion during the first six months of 2013, according to the Interactive Advertising Bureau. It shouldn’t be surprising. Advertising is following eyeballs. “In the United States, video audiences will grow from 70.8 per cent of all internet users today to 76.9 per cent by 2016,” according to Greg Bobolo, CEO of digital sports agency 00:00.01 00:00.02 00:00.03 00:00.04 00:00.05 SendToNews. “Globally, consumers are devouring six billion hours of YouTube video every month, up 50 per cent from the previous year,” Bobolo wrote on www.inma.org. “Increasingly, video is the language of promotion online, so it’s no surprise that advertising in digital media is set for expansion — from 19 per cent of global advertising spend to 21 per cent in 2014 for a total value of US$110bn.” Global smartphone penetration is also growing in leaps and bounds. In the US, smartphone penetration is now at 74 per cent, according to a study by research firm Frank N. Magid Associates. Globally, there are more than 1 billion smartphones in use, and that number is expected to double by the end of 2016, according to Strategy Analytics. Smartphone growth is important because more than 50 per cent of smartphone users watch a video on their phone at least once a month. According to comScore, 188.2 million Amer- icans watched 52.4 billion online content vid- eos in December 2013 (up from 183 million watching 44 billion video in June 2013). The number of video ad views in December totalled 35.2 billion (up from 20 billion in June, a 76 per cent increase in just six months). The rising tide of online video consumption is lifting all boats, including advertising video andmostnotablymobilevideoadconsumption. While video advertisements are still pri- marily viewed on desktop computers (86 per cent), the growth rate of desktop video consumption was a paltry 10 per cent in 2013 compared to skyrocketing rates of mobile video ad consumption (tablets, 365 per cent; mobile phones, 235 per cent; Over the Top (OTT) devices like smart TVs and video game consoles, 125 per cent). The non-desktop consumption of advertis- ing videos is “growing far faster and taking share quickly,” according to Citigroup. As the eyeballs move, so are advertisers moving from TV to digital and mobile, accord- ing to video ad exchange Adap.TV’s semiannu- al “State of the Video Industry” report. Polling 900 ad agencies, advertisers, ad net- works, and publishers, the study found that brands increased their video ad budgets by 65 per cent from 2012. Fully 86 per cent of brands and 91 per cent of agencies said they planned to spend more on video advertisements next year. One third of the respondents planned to take the money from their television advertising budgets. “People aren’t watching reliably in front of their TV screens anymore,” preferring to view advertising videos on multiple screens, Adap. TV chief marketing officer Kara Weber said. “It’s shifting how brands are looking to reach consumers.” The only things holding back the growth of digital video advertising are the costs of production and lack of metrics. While the attraction of video for publishers is that it commands higher rates in a market where the value of advertising has been steadi- ly declining, the problem is that creating a quantity of quality videos that satisfies the The rate of US mobile video advertising consumption skyrocketed 365 per cent for tablets and 235 per cent for smartphones FortheSuperBowlintheUS,DunkinDonutscreateda seriesofVinevideoswithcoffeecupsperformingfeats ofathleticprowess InnovationsinMagazinesMedia2014WorldReport “The easiest way to grow digital revenue is video” — Media analyst Ken Doctor Thursday, 5 June 14
  • 84. I Video advertising: A niche on fire A sharp rise in video advertising and viewership sends publishers scrambling to create more inventory John Wilpers f there is one certainty in digital publishing, it is that video is red hot. By extension, video ads, especially on mo- bile devices, are also growing at a torrid pace. “The easiest way to grow digital revenue is vid- eo,” media analyst Ken Doctor proclaimed in an interview with Capital New York. Magazine industry advertising revenues for digital video rose 24 per cent year-over-year to $1.3 billion during the first six months of 2013, according to the Interactive Advertising Bureau. It shouldn’t be surprising. Advertising is following eyeballs. “In the United States, video audiences will grow from 70.8 per cent of all internet users today to 76.9 per cent by 2016,” according to Greg Bobolo, CEO of digital sports agency 00:00.01 00:00.02 00:00.03 00:00.04 00:00.05 SendToNews. “Globally, consumers are devouring six billion hours of YouTube video every month, up 50 per cent from the previous year,” Bobolo wrote on www.inma.org. “Increasingly, video is the language of promotion online, so it’s no surprise that advertising in digital media is set for expansion — from 19 per cent of global advertising spend to 21 per cent in 2014 for a total value of US$110bn.” Global smartphone penetration is also growing in leaps and bounds. In the US, smartphone penetration is now at 74 per cent, according to a study by research firm Frank N. Magid Associates. Globally, there are more than 1 billion smartphones in use, and that number is expected to double by the end of 2016, according to Strategy Analytics. Smartphone growth is important because more than 50 per cent of smartphone users watch a video on their phone at least once a month. According to comScore, 188.2 million Amer- icans watched 52.4 billion online content vid- eos in December 2013 (up from 183 million watching 44 billion video in June 2013). The number of video ad views in December totalled 35.2 billion (up from 20 billion in June, a 76 per cent increase in just six months). The rising tide of online video consumption is lifting all boats, including advertising video andmostnotablymobilevideoadconsumption. While video advertisements are still pri- marily viewed on desktop computers (86 per cent), the growth rate of desktop video consumption was a paltry 10 per cent in 2013 compared to skyrocketing rates of mobile video ad consumption (tablets, 365 per cent; mobile phones, 235 per cent; Over the Top (OTT) devices like smart TVs and video game consoles, 125 per cent). The non-desktop consumption of advertis- ing videos is “growing far faster and taking share quickly,” according to Citigroup. As the eyeballs move, so are advertisers moving from TV to digital and mobile, accord- ing to video ad exchange Adap.TV’s semiannu- al “State of the Video Industry” report. Polling 900 ad agencies, advertisers, ad net- works, and publishers, the study found that brands increased their video ad budgets by 65 per cent from 2012. Fully 86 per cent of brands and 91 per cent of agencies said they planned to spend more on video advertisements next year. One third of the respondents planned to take the money from their television advertising budgets. “People aren’t watching reliably in front of their TV screens anymore,” preferring to view advertising videos on multiple screens, Adap. TV chief marketing officer Kara Weber said. “It’s shifting how brands are looking to reach consumers.” The only things holding back the growth of digital video advertising are the costs of production and lack of metrics. While the attraction of video for publishers is that it commands higher rates in a market where the value of advertising has been steadi- ly declining, the problem is that creating a quantity of quality videos that satisfies the The rate of US mobile video advertising consumption skyrocketed 365 per cent for tablets and 235 per cent for smartphones FortheSuperBowlintheUS,DunkinDonutscreateda seriesofVinevideoswithcoffeecupsperformingfeats ofathleticprowess InnovationsinMagazinesMedia2014WorldReport Thursday, 5 June 14
  • 85. I Video advertising: A niche on fire A sharp rise in video advertising and viewership sends publishers scrambling to create more inventory John Wilpers f there is one certainty in digital publishing, it is that video is red hot. By extension, video ads, especially on mo- bile devices, are also growing at a torrid pace. “The easiest way to grow digital revenue is vid- eo,” media analyst Ken Doctor proclaimed in an interview with Capital New York. Magazine industry advertising revenues for digital video rose 24 per cent year-over-year to $1.3 billion during the first six months of 2013, according to the Interactive Advertising Bureau. It shouldn’t be surprising. Advertising is following eyeballs. “In the United States, video audiences will grow from 70.8 per cent of all internet users today to 76.9 per cent by 2016,” according to Greg Bobolo, CEO of digital sports agency 00:00.01 00:00.02 00:00.03 00:00.04 00:00.05 SendToNews. “Globally, consumers are devouring six billion hours of YouTube video every month, up 50 per cent from the previous year,” Bobolo wrote on www.inma.org. “Increasingly, video is the language of promotion online, so it’s no surprise that advertising in digital media is set for expansion — from 19 per cent of global advertising spend to 21 per cent in 2014 for a total value of US$110bn.” Global smartphone penetration is also growing in leaps and bounds. In the US, smartphone penetration is now at 74 per cent, according to a study by research firm Frank N. Magid Associates. Globally, there are more than 1 billion smartphones in use, and that number is expected to double by the end of 2016, according to Strategy Analytics. Smartphone growth is important because more than 50 per cent of smartphone users watch a video on their phone at least once a month. According to comScore, 188.2 million Amer- icans watched 52.4 billion online content vid- eos in December 2013 (up from 183 million watching 44 billion video in June 2013). The number of video ad views in December totalled 35.2 billion (up from 20 billion in June, a 76 per cent increase in just six months). The rising tide of online video consumption is lifting all boats, including advertising video andmostnotablymobilevideoadconsumption. While video advertisements are still pri- marily viewed on desktop computers (86 per cent), the growth rate of desktop video consumption was a paltry 10 per cent in 2013 compared to skyrocketing rates of mobile video ad consumption (tablets, 365 per cent; mobile phones, 235 per cent; Over the Top (OTT) devices like smart TVs and video game consoles, 125 per cent). The non-desktop consumption of advertis- ing videos is “growing far faster and taking share quickly,” according to Citigroup. As the eyeballs move, so are advertisers moving from TV to digital and mobile, accord- ing to video ad exchange Adap.TV’s semiannu- al “State of the Video Industry” report. Polling 900 ad agencies, advertisers, ad net- works, and publishers, the study found that brands increased their video ad budgets by 65 per cent from 2012. Fully 86 per cent of brands and 91 per cent of agencies said they planned to spend more on video advertisements next year. One third of the respondents planned to take the money from their television advertising budgets. “People aren’t watching reliably in front of their TV screens anymore,” preferring to view advertising videos on multiple screens, Adap. TV chief marketing officer Kara Weber said. “It’s shifting how brands are looking to reach consumers.” The only things holding back the growth of digital video advertising are the costs of production and lack of metrics. While the attraction of video for publishers is that it commands higher rates in a market where the value of advertising has been steadi- ly declining, the problem is that creating a quantity of quality videos that satisfies the The rate of US mobile video advertising consumption skyrocketed 365 per cent for tablets and 235 per cent for smartphones FortheSuperBowlintheUS,DunkinDonutscreateda seriesofVinevideoswithcoffeecupsperformingfeats ofathleticprowess InnovationsinMagazinesMedia2014WorldReport “Globally, consumers are devouring six billion hours of YouTube video every month, up 50% from year ago” — Greg Bobolo, CEO, SendToNews Thursday, 5 June 14
  • 86. I Video advertising: A niche on fire A sharp rise in video advertising and viewership sends publishers scrambling to create more inventory John Wilpers f there is one certainty in digital publishing, it is that video is red hot. By extension, video ads, especially on mo- bile devices, are also growing at a torrid pace. “The easiest way to grow digital revenue is vid- eo,” media analyst Ken Doctor proclaimed in an interview with Capital New York. Magazine industry advertising revenues for digital video rose 24 per cent year-over-year to $1.3 billion during the first six months of 2013, according to the Interactive Advertising Bureau. It shouldn’t be surprising. Advertising is following eyeballs. “In the United States, video audiences will grow from 70.8 per cent of all internet users today to 76.9 per cent by 2016,” according to Greg Bobolo, CEO of digital sports agency 00:00.01 00:00.02 00:00.03 00:00.04 00:00.05 SendToNews. “Globally, consumers are devouring six billion hours of YouTube video every month, up 50 per cent from the previous year,” Bobolo wrote on www.inma.org. “Increasingly, video is the language of promotion online, so it’s no surprise that advertising in digital media is set for expansion — from 19 per cent of global advertising spend to 21 per cent in 2014 for a total value of US$110bn.” Global smartphone penetration is also growing in leaps and bounds. In the US, smartphone penetration is now at 74 per cent, according to a study by research firm Frank N. Magid Associates. Globally, there are more than 1 billion smartphones in use, and that number is expected to double by the end of 2016, according to Strategy Analytics. Smartphone growth is important because more than 50 per cent of smartphone users watch a video on their phone at least once a month. According to comScore, 188.2 million Amer- icans watched 52.4 billion online content vid- eos in December 2013 (up from 183 million watching 44 billion video in June 2013). The number of video ad views in December totalled 35.2 billion (up from 20 billion in June, a 76 per cent increase in just six months). The rising tide of online video consumption is lifting all boats, including advertising video andmostnotablymobilevideoadconsumption. While video advertisements are still pri- marily viewed on desktop computers (86 per cent), the growth rate of desktop video consumption was a paltry 10 per cent in 2013 compared to skyrocketing rates of mobile video ad consumption (tablets, 365 per cent; mobile phones, 235 per cent; Over the Top (OTT) devices like smart TVs and video game consoles, 125 per cent). The non-desktop consumption of advertis- ing videos is “growing far faster and taking share quickly,” according to Citigroup. As the eyeballs move, so are advertisers moving from TV to digital and mobile, accord- ing to video ad exchange Adap.TV’s semiannu- al “State of the Video Industry” report. Polling 900 ad agencies, advertisers, ad net- works, and publishers, the study found that brands increased their video ad budgets by 65 per cent from 2012. Fully 86 per cent of brands and 91 per cent of agencies said they planned to spend more on video advertisements next year. One third of the respondents planned to take the money from their television advertising budgets. “People aren’t watching reliably in front of their TV screens anymore,” preferring to view advertising videos on multiple screens, Adap. TV chief marketing officer Kara Weber said. “It’s shifting how brands are looking to reach consumers.” The only things holding back the growth of digital video advertising are the costs of production and lack of metrics. While the attraction of video for publishers is that it commands higher rates in a market where the value of advertising has been steadi- ly declining, the problem is that creating a quantity of quality videos that satisfies the The rate of US mobile video advertising consumption skyrocketed 365 per cent for tablets and 235 per cent for smartphones FortheSuperBowlintheUS,DunkinDonutscreateda seriesofVinevideoswithcoffeecupsperformingfeats ofathleticprowess InnovationsinMagazinesMedia2014WorldReport Thursday, 5 June 14
  • 87. I Video advertising: A niche on fire A sharp rise in video advertising and viewership sends publishers scrambling to create more inventory John Wilpers f there is one certainty in digital publishing, it is that video is red hot. By extension, video ads, especially on mo- bile devices, are also growing at a torrid pace. “The easiest way to grow digital revenue is vid- eo,” media analyst Ken Doctor proclaimed in an interview with Capital New York. Magazine industry advertising revenues for digital video rose 24 per cent year-over-year to $1.3 billion during the first six months of 2013, according to the Interactive Advertising Bureau. It shouldn’t be surprising. Advertising is following eyeballs. “In the United States, video audiences will grow from 70.8 per cent of all internet users today to 76.9 per cent by 2016,” according to Greg Bobolo, CEO of digital sports agency 00:00.01 00:00.02 00:00.03 00:00.04 00:00.05 SendToNews. “Globally, consumers are devouring six billion hours of YouTube video every month, up 50 per cent from the previous year,” Bobolo wrote on www.inma.org. “Increasingly, video is the language of promotion online, so it’s no surprise that advertising in digital media is set for expansion — from 19 per cent of global advertising spend to 21 per cent in 2014 for a total value of US$110bn.” Global smartphone penetration is also growing in leaps and bounds. In the US, smartphone penetration is now at 74 per cent, according to a study by research firm Frank N. Magid Associates. Globally, there are more than 1 billion smartphones in use, and that number is expected to double by the end of 2016, according to Strategy Analytics. Smartphone growth is important because more than 50 per cent of smartphone users watch a video on their phone at least once a month. According to comScore, 188.2 million Amer- icans watched 52.4 billion online content vid- eos in December 2013 (up from 183 million watching 44 billion video in June 2013). The number of video ad views in December totalled 35.2 billion (up from 20 billion in June, a 76 per cent increase in just six months). The rising tide of online video consumption is lifting all boats, including advertising video andmostnotablymobilevideoadconsumption. While video advertisements are still pri- marily viewed on desktop computers (86 per cent), the growth rate of desktop video consumption was a paltry 10 per cent in 2013 compared to skyrocketing rates of mobile video ad consumption (tablets, 365 per cent; mobile phones, 235 per cent; Over the Top (OTT) devices like smart TVs and video game consoles, 125 per cent). The non-desktop consumption of advertis- ing videos is “growing far faster and taking share quickly,” according to Citigroup. As the eyeballs move, so are advertisers moving from TV to digital and mobile, accord- ing to video ad exchange Adap.TV’s semiannu- al “State of the Video Industry” report. Polling 900 ad agencies, advertisers, ad net- works, and publishers, the study found that brands increased their video ad budgets by 65 per cent from 2012. Fully 86 per cent of brands and 91 per cent of agencies said they planned to spend more on video advertisements next year. One third of the respondents planned to take the money from their television advertising budgets. “People aren’t watching reliably in front of their TV screens anymore,” preferring to view advertising videos on multiple screens, Adap. TV chief marketing officer Kara Weber said. “It’s shifting how brands are looking to reach consumers.” The only things holding back the growth of digital video advertising are the costs of production and lack of metrics. While the attraction of video for publishers is that it commands higher rates in a market where the value of advertising has been steadi- ly declining, the problem is that creating a quantity of quality videos that satisfies the The rate of US mobile video advertising consumption skyrocketed 365 per cent for tablets and 235 per cent for smartphones FortheSuperBowlintheUS,DunkinDonutscreateda seriesofVinevideoswithcoffeecupsperformingfeats ofathleticprowess InnovationsinMagazinesMedia2014WorldReport Video ad views in the US grew 76% in just six months at end of ’13, from 20 billion to 35 billion — comScore Thursday, 5 June 14
  • 88. I Video advertising: A niche on fire A sharp rise in video advertising and viewership sends publishers scrambling to create more inventory John Wilpers f there is one certainty in digital publishing, it is that video is red hot. By extension, video ads, especially on mo- bile devices, are also growing at a torrid pace. “The easiest way to grow digital revenue is vid- eo,” media analyst Ken Doctor proclaimed in an interview with Capital New York. Magazine industry advertising revenues for digital video rose 24 per cent year-over-year to $1.3 billion during the first six months of 2013, according to the Interactive Advertising Bureau. It shouldn’t be surprising. Advertising is following eyeballs. “In the United States, video audiences will grow from 70.8 per cent of all internet users today to 76.9 per cent by 2016,” according to Greg Bobolo, CEO of digital sports agency 00:00.01 00:00.02 00:00.03 00:00.04 00:00.05 SendToNews. “Globally, consumers are devouring six billion hours of YouTube video every month, up 50 per cent from the previous year,” Bobolo wrote on www.inma.org. “Increasingly, video is the language of promotion online, so it’s no surprise that advertising in digital media is set for expansion — from 19 per cent of global advertising spend to 21 per cent in 2014 for a total value of US$110bn.” Global smartphone penetration is also growing in leaps and bounds. In the US, smartphone penetration is now at 74 per cent, according to a study by research firm Frank N. Magid Associates. Globally, there are more than 1 billion smartphones in use, and that number is expected to double by the end of 2016, according to Strategy Analytics. Smartphone growth is important because more than 50 per cent of smartphone users watch a video on their phone at least once a month. According to comScore, 188.2 million Amer- icans watched 52.4 billion online content vid- eos in December 2013 (up from 183 million watching 44 billion video in June 2013). The number of video ad views in December totalled 35.2 billion (up from 20 billion in June, a 76 per cent increase in just six months). The rising tide of online video consumption is lifting all boats, including advertising video andmostnotablymobilevideoadconsumption. While video advertisements are still pri- marily viewed on desktop computers (86 per cent), the growth rate of desktop video consumption was a paltry 10 per cent in 2013 compared to skyrocketing rates of mobile video ad consumption (tablets, 365 per cent; mobile phones, 235 per cent; Over the Top (OTT) devices like smart TVs and video game consoles, 125 per cent). The non-desktop consumption of advertis- ing videos is “growing far faster and taking share quickly,” according to Citigroup. As the eyeballs move, so are advertisers moving from TV to digital and mobile, accord- ing to video ad exchange Adap.TV’s semiannu- al “State of the Video Industry” report. Polling 900 ad agencies, advertisers, ad net- works, and publishers, the study found that brands increased their video ad budgets by 65 per cent from 2012. Fully 86 per cent of brands and 91 per cent of agencies said they planned to spend more on video advertisements next year. One third of the respondents planned to take the money from their television advertising budgets. “People aren’t watching reliably in front of their TV screens anymore,” preferring to view advertising videos on multiple screens, Adap. TV chief marketing officer Kara Weber said. “It’s shifting how brands are looking to reach consumers.” The only things holding back the growth of digital video advertising are the costs of production and lack of metrics. While the attraction of video for publishers is that it commands higher rates in a market where the value of advertising has been steadi- ly declining, the problem is that creating a quantity of quality videos that satisfies the The rate of US mobile video advertising consumption skyrocketed 365 per cent for tablets and 235 per cent for smartphones FortheSuperBowlintheUS,DunkinDonutscreateda seriesofVinevideoswithcoffeecupsperformingfeats ofathleticprowess InnovationsinMagazinesMedia2014WorldReport Thursday, 5 June 14
  • 89. I Video advertising: A niche on fire A sharp rise in video advertising and viewership sends publishers scrambling to create more inventory John Wilpers f there is one certainty in digital publishing, it is that video is red hot. By extension, video ads, especially on mo- bile devices, are also growing at a torrid pace. “The easiest way to grow digital revenue is vid- eo,” media analyst Ken Doctor proclaimed in an interview with Capital New York. Magazine industry advertising revenues for digital video rose 24 per cent year-over-year to $1.3 billion during the first six months of 2013, according to the Interactive Advertising Bureau. It shouldn’t be surprising. Advertising is following eyeballs. “In the United States, video audiences will grow from 70.8 per cent of all internet users today to 76.9 per cent by 2016,” according to Greg Bobolo, CEO of digital sports agency 00:00.01 00:00.02 00:00.03 00:00.04 00:00.05 SendToNews. “Globally, consumers are devouring six billion hours of YouTube video every month, up 50 per cent from the previous year,” Bobolo wrote on www.inma.org. “Increasingly, video is the language of promotion online, so it’s no surprise that advertising in digital media is set for expansion — from 19 per cent of global advertising spend to 21 per cent in 2014 for a total value of US$110bn.” Global smartphone penetration is also growing in leaps and bounds. In the US, smartphone penetration is now at 74 per cent, according to a study by research firm Frank N. Magid Associates. Globally, there are more than 1 billion smartphones in use, and that number is expected to double by the end of 2016, according to Strategy Analytics. Smartphone growth is important because more than 50 per cent of smartphone users watch a video on their phone at least once a month. According to comScore, 188.2 million Amer- icans watched 52.4 billion online content vid- eos in December 2013 (up from 183 million watching 44 billion video in June 2013). The number of video ad views in December totalled 35.2 billion (up from 20 billion in June, a 76 per cent increase in just six months). The rising tide of online video consumption is lifting all boats, including advertising video andmostnotablymobilevideoadconsumption. While video advertisements are still pri- marily viewed on desktop computers (86 per cent), the growth rate of desktop video consumption was a paltry 10 per cent in 2013 compared to skyrocketing rates of mobile video ad consumption (tablets, 365 per cent; mobile phones, 235 per cent; Over the Top (OTT) devices like smart TVs and video game consoles, 125 per cent). The non-desktop consumption of advertis- ing videos is “growing far faster and taking share quickly,” according to Citigroup. As the eyeballs move, so are advertisers moving from TV to digital and mobile, accord- ing to video ad exchange Adap.TV’s semiannu- al “State of the Video Industry” report. Polling 900 ad agencies, advertisers, ad net- works, and publishers, the study found that brands increased their video ad budgets by 65 per cent from 2012. Fully 86 per cent of brands and 91 per cent of agencies said they planned to spend more on video advertisements next year. One third of the respondents planned to take the money from their television advertising budgets. “People aren’t watching reliably in front of their TV screens anymore,” preferring to view advertising videos on multiple screens, Adap. TV chief marketing officer Kara Weber said. “It’s shifting how brands are looking to reach consumers.” The only things holding back the growth of digital video advertising are the costs of production and lack of metrics. While the attraction of video for publishers is that it commands higher rates in a market where the value of advertising has been steadi- ly declining, the problem is that creating a quantity of quality videos that satisfies the The rate of US mobile video advertising consumption skyrocketed 365 per cent for tablets and 235 per cent for smartphones FortheSuperBowlintheUS,DunkinDonutscreateda seriesofVinevideoswithcoffeecupsperformingfeats ofathleticprowess InnovationsinMagazinesMedia2014WorldReport And most of the growth is happening on mobile. Desktop video consumption was up 10% in ’13; tablets up 365%, smartphones 235% — comScore Thursday, 5 June 14
  • 90. I Video advertising: A niche on fire A sharp rise in video advertising and viewership sends publishers scrambling to create more inventory John Wilpers f there is one certainty in digital publishing, it is that video is red hot. By extension, video ads, especially on mo- bile devices, are also growing at a torrid pace. “The easiest way to grow digital revenue is vid- eo,” media analyst Ken Doctor proclaimed in an interview with Capital New York. Magazine industry advertising revenues for digital video rose 24 per cent year-over-year to $1.3 billion during the first six months of 2013, according to the Interactive Advertising Bureau. It shouldn’t be surprising. Advertising is following eyeballs. “In the United States, video audiences will grow from 70.8 per cent of all internet users today to 76.9 per cent by 2016,” according to Greg Bobolo, CEO of digital sports agency 00:00.01 00:00.02 00:00.03 00:00.04 00:00.05 SendToNews. “Globally, consumers are devouring six billion hours of YouTube video every month, up 50 per cent from the previous year,” Bobolo wrote on www.inma.org. “Increasingly, video is the language of promotion online, so it’s no surprise that advertising in digital media is set for expansion — from 19 per cent of global advertising spend to 21 per cent in 2014 for a total value of US$110bn.” Global smartphone penetration is also growing in leaps and bounds. In the US, smartphone penetration is now at 74 per cent, according to a study by research firm Frank N. Magid Associates. Globally, there are more than 1 billion smartphones in use, and that number is expected to double by the end of 2016, according to Strategy Analytics. Smartphone growth is important because more than 50 per cent of smartphone users watch a video on their phone at least once a month. According to comScore, 188.2 million Amer- icans watched 52.4 billion online content vid- eos in December 2013 (up from 183 million watching 44 billion video in June 2013). The number of video ad views in December totalled 35.2 billion (up from 20 billion in June, a 76 per cent increase in just six months). The rising tide of online video consumption is lifting all boats, including advertising video andmostnotablymobilevideoadconsumption. While video advertisements are still pri- marily viewed on desktop computers (86 per cent), the growth rate of desktop video consumption was a paltry 10 per cent in 2013 compared to skyrocketing rates of mobile video ad consumption (tablets, 365 per cent; mobile phones, 235 per cent; Over the Top (OTT) devices like smart TVs and video game consoles, 125 per cent). The non-desktop consumption of advertis- ing videos is “growing far faster and taking share quickly,” according to Citigroup. As the eyeballs move, so are advertisers moving from TV to digital and mobile, accord- ing to video ad exchange Adap.TV’s semiannu- al “State of the Video Industry” report. Polling 900 ad agencies, advertisers, ad net- works, and publishers, the study found that brands increased their video ad budgets by 65 per cent from 2012. Fully 86 per cent of brands and 91 per cent of agencies said they planned to spend more on video advertisements next year. One third of the respondents planned to take the money from their television advertising budgets. “People aren’t watching reliably in front of their TV screens anymore,” preferring to view advertising videos on multiple screens, Adap. TV chief marketing officer Kara Weber said. “It’s shifting how brands are looking to reach consumers.” The only things holding back the growth of digital video advertising are the costs of production and lack of metrics. While the attraction of video for publishers is that it commands higher rates in a market where the value of advertising has been steadi- ly declining, the problem is that creating a quantity of quality videos that satisfies the The rate of US mobile video advertising consumption skyrocketed 365 per cent for tablets and 235 per cent for smartphones FortheSuperBowlintheUS,DunkinDonutscreateda seriesofVinevideoswithcoffeecupsperformingfeats ofathleticprowess InnovationsinMagazinesMedia2014WorldReport Thursday, 5 June 14
  • 91. I Video advertising: A niche on fire A sharp rise in video advertising and viewership sends publishers scrambling to create more inventory John Wilpers f there is one certainty in digital publishing, it is that video is red hot. By extension, video ads, especially on mo- bile devices, are also growing at a torrid pace. “The easiest way to grow digital revenue is vid- eo,” media analyst Ken Doctor proclaimed in an interview with Capital New York. Magazine industry advertising revenues for digital video rose 24 per cent year-over-year to $1.3 billion during the first six months of 2013, according to the Interactive Advertising Bureau. It shouldn’t be surprising. Advertising is following eyeballs. “In the United States, video audiences will grow from 70.8 per cent of all internet users today to 76.9 per cent by 2016,” according to Greg Bobolo, CEO of digital sports agency 00:00.01 00:00.02 00:00.03 00:00.04 00:00.05 SendToNews. “Globally, consumers are devouring six billion hours of YouTube video every month, up 50 per cent from the previous year,” Bobolo wrote on www.inma.org. “Increasingly, video is the language of promotion online, so it’s no surprise that advertising in digital media is set for expansion — from 19 per cent of global advertising spend to 21 per cent in 2014 for a total value of US$110bn.” Global smartphone penetration is also growing in leaps and bounds. In the US, smartphone penetration is now at 74 per cent, according to a study by research firm Frank N. Magid Associates. Globally, there are more than 1 billion smartphones in use, and that number is expected to double by the end of 2016, according to Strategy Analytics. Smartphone growth is important because more than 50 per cent of smartphone users watch a video on their phone at least once a month. According to comScore, 188.2 million Amer- icans watched 52.4 billion online content vid- eos in December 2013 (up from 183 million watching 44 billion video in June 2013). The number of video ad views in December totalled 35.2 billion (up from 20 billion in June, a 76 per cent increase in just six months). The rising tide of online video consumption is lifting all boats, including advertising video andmostnotablymobilevideoadconsumption. While video advertisements are still pri- marily viewed on desktop computers (86 per cent), the growth rate of desktop video consumption was a paltry 10 per cent in 2013 compared to skyrocketing rates of mobile video ad consumption (tablets, 365 per cent; mobile phones, 235 per cent; Over the Top (OTT) devices like smart TVs and video game consoles, 125 per cent). The non-desktop consumption of advertis- ing videos is “growing far faster and taking share quickly,” according to Citigroup. As the eyeballs move, so are advertisers moving from TV to digital and mobile, accord- ing to video ad exchange Adap.TV’s semiannu- al “State of the Video Industry” report. Polling 900 ad agencies, advertisers, ad net- works, and publishers, the study found that brands increased their video ad budgets by 65 per cent from 2012. Fully 86 per cent of brands and 91 per cent of agencies said they planned to spend more on video advertisements next year. One third of the respondents planned to take the money from their television advertising budgets. “People aren’t watching reliably in front of their TV screens anymore,” preferring to view advertising videos on multiple screens, Adap. TV chief marketing officer Kara Weber said. “It’s shifting how brands are looking to reach consumers.” The only things holding back the growth of digital video advertising are the costs of production and lack of metrics. While the attraction of video for publishers is that it commands higher rates in a market where the value of advertising has been steadi- ly declining, the problem is that creating a quantity of quality videos that satisfies the The rate of US mobile video advertising consumption skyrocketed 365 per cent for tablets and 235 per cent for smartphones FortheSuperBowlintheUS,DunkinDonutscreateda seriesofVinevideoswithcoffeecupsperformingfeats ofathleticprowess InnovationsinMagazinesMedia2014WorldReport Thursday, 5 June 14
  • 92. I Video advertising: A niche on fire A sharp rise in video advertising and viewership sends publishers scrambling to create more inventory John Wilpers f there is one certainty in digital publishing, it is that video is red hot. By extension, video ads, especially on mo- bile devices, are also growing at a torrid pace. “The easiest way to grow digital revenue is vid- eo,” media analyst Ken Doctor proclaimed in an interview with Capital New York. Magazine industry advertising revenues for digital video rose 24 per cent year-over-year to $1.3 billion during the first six months of 2013, according to the Interactive Advertising Bureau. It shouldn’t be surprising. Advertising is following eyeballs. “In the United States, video audiences will grow from 70.8 per cent of all internet users today to 76.9 per cent by 2016,” according to Greg Bobolo, CEO of digital sports agency 00:00.01 00:00.02 00:00.03 00:00.04 00:00.05 SendToNews. “Globally, consumers are devouring six billion hours of YouTube video every month, up 50 per cent from the previous year,” Bobolo wrote on www.inma.org. “Increasingly, video is the language of promotion online, so it’s no surprise that advertising in digital media is set for expansion — from 19 per cent of global advertising spend to 21 per cent in 2014 for a total value of US$110bn.” Global smartphone penetration is also growing in leaps and bounds. In the US, smartphone penetration is now at 74 per cent, according to a study by research firm Frank N. Magid Associates. Globally, there are more than 1 billion smartphones in use, and that number is expected to double by the end of 2016, according to Strategy Analytics. Smartphone growth is important because more than 50 per cent of smartphone users watch a video on their phone at least once a month. According to comScore, 188.2 million Amer- icans watched 52.4 billion online content vid- eos in December 2013 (up from 183 million watching 44 billion video in June 2013). The number of video ad views in December totalled 35.2 billion (up from 20 billion in June, a 76 per cent increase in just six months). The rising tide of online video consumption is lifting all boats, including advertising video andmostnotablymobilevideoadconsumption. While video advertisements are still pri- marily viewed on desktop computers (86 per cent), the growth rate of desktop video consumption was a paltry 10 per cent in 2013 compared to skyrocketing rates of mobile video ad consumption (tablets, 365 per cent; mobile phones, 235 per cent; Over the Top (OTT) devices like smart TVs and video game consoles, 125 per cent). The non-desktop consumption of advertis- ing videos is “growing far faster and taking share quickly,” according to Citigroup. As the eyeballs move, so are advertisers moving from TV to digital and mobile, accord- ing to video ad exchange Adap.TV’s semiannu- al “State of the Video Industry” report. Polling 900 ad agencies, advertisers, ad net- works, and publishers, the study found that brands increased their video ad budgets by 65 per cent from 2012. Fully 86 per cent of brands and 91 per cent of agencies said they planned to spend more on video advertisements next year. One third of the respondents planned to take the money from their television advertising budgets. “People aren’t watching reliably in front of their TV screens anymore,” preferring to view advertising videos on multiple screens, Adap. TV chief marketing officer Kara Weber said. “It’s shifting how brands are looking to reach consumers.” The only things holding back the growth of digital video advertising are the costs of production and lack of metrics. While the attraction of video for publishers is that it commands higher rates in a market where the value of advertising has been steadi- ly declining, the problem is that creating a quantity of quality videos that satisfies the The rate of US mobile video advertising consumption skyrocketed 365 per cent for tablets and 235 per cent for smartphones FortheSuperBowlintheUS,DunkinDonutscreateda seriesofVinevideoswithcoffeecupsperformingfeats ofathleticprowess InnovationsinMagazinesMedia2014WorldReport Thursday, 5 June 14
  • 93. advertisers paying high prices is actually quite resource intensive and time consuming. At this stage, solving that production prob- lem requires increased payroll or production expense. That puts publishers in a situation where demand outpaces supply. “Currently there’s more demand for video impressions than The Times can supply,” New York Times President and CEO Mark Thompson told eMar- keter in a late 2013 interview. That’s not to say publishing companies like The Times aren’t hard at work increasing video supply. The Times doubled its video production staff to more than 50 people and is now pro- ducing an average of 300 videos a month, up 62 per cent from 2012. Another restraint on magazine video pro- duction is the lack of universal metrics for assessing reach, targeting, and performance. “Audience guarantees online were expected to be a game-changer for the ‘TV-ization’ of online video,” the “State of the Video Industry” study says. “Yet some 65 per cent of brands and 70 per cent of agencies say that existing measurement standards do not satisfy their need for audience guarantees.” One solution to the video production di- lemma could come from two unlikely sources: Twitter and Facebook. Or, more to the point: Vine and Instagram. Brands looking for alternatives to the stan- dard 30-second commercial see the six-second videos of Vine as both more intriguing than an image but tighter than a 30-second video. Vine was formed in June 2012, acquired by Twitter a mere four months later before it even launched. Vine officially launched in January 2013. It was an instant hit. By April, Vine was the most used video-sharing application in the market as well as the most downloaded free app in the iOS App Store. Initially aimed at giving people an enter- taining way to post short videos, Vine has been discovered by advertisers looking to do content marketing and brand promotion. The strangely addictive six-second loops meet the advertisers’ increasing awareness that the old 30-second advertisement format is intrusive and culturally out of date as users are more time-sensitive and less likely to give up 30 seconds of their lives to watch an ad. Six told Forbes. Another reason why brands are increasingly using the mini-video format is because of the community Vine has built . It is an “ecosystem where brands and consumers talk directly,” Spanish ad agency Territorio Creativo partner Kevin Sigliano told Forbes. Rather than risk getting it wrong, brands are hiring what are called “Vine-artists” in- stead of agencies to build the six-second videos. Not to be left out of the video marketing trend, Facebook’s Instagram began offering video functionality in June 2013. Founded in 2010, the photo-sharing service had grown explosively to 100 million users in April 2012 when Facebook purchased the company for US$1 billion. Today, Instagram claims to have 150 million users. Setting itself apart from Vine, Instagram’s video service allows videos up to 15-seconds. And, like with Vine, brands have leapt at the chance. Fully 40 per cent of the most-shared Insta- gram videos were created by brands, according to marketing technology company Unruly. In one month in late 2013, the total number of unique Instagram videos shared on Twitter was 176,016, which is equivalent to ten per cent of the unique YouTube videos shared on Twitter during the same period (1,871,530), according to Unruly. And nine out of ten of those videos were shared on Facebook, vastly increasing their potential reach. “New short-form content platforms such as Vine and Instagram are experiencing explo- sive growth,” Unruly managing director Phil Townend told Marketing Magazine. “By engaging consumers in their native environments across today’s complex and fragmented media landscape, and utilising the open web to amplify awareness of their content, brands can maximise the effective- ness of their content marketing strategies to drive sharing and ultimately increase their market share,” Townend said. “It’s remarkable that within just five months of launch, Instagram videos now account for almost ten per cent as many tweets as YouTube videos do. Smart marketers are no longer mea- suring success based on a YouTube view count and advertisers understand that it’s people first, platform second.” Morethan 188.2mAmericans watched 52.4bonline content videos last December Thenumberofvideoadviewsin Decembertotalled 35.2bup from 20 billion in June comScore Brands looking for alternatives to the standard 30-second commercial see the six-second videos of Vine as both more intriguing than an image but tighter than a 30-second video Why video advertisements work on mobile We all know what we do when an ad appears on our television screen. We do something else. We get up to get something to eat or drink, go to the bathroom, change channels, chat with a friend, or check email on our phone. Even on desktop computers, users can click on another tab or close the window. But mobile devices, deliver more engaged advertising video viewers because of the difficulty of opening another window and the fact that you’re holding it in your hand and are less likely to walk away from it. How much more? A YuMe-IPG Lab study found tablet video viewers are 26 per cent more likely to correctly recall a brand they saw advertised on their tablet compared to TV viewers. The study found that the majority of TV viewers multitask while watching, including having conversations, cleaning, cooking, reading email, surfing the web, or texting. For example, a third of television viewers admit that using their smartphones is their primary focus when watching television compared to only five per cent of tablet video viewers. The study established that tablet users are far less likely to multitask while using a tablet, and users do not use tablets to play video in the “background” as they do with their TV. Intriguingly, the only activity that more than 50 per cent of tablet users engage in while watching videos is eating. seconds of entertaining video? That they’ll do. Vine advertisements aren’t really advertise- ments, at least in the mind of Michael Litman, co-founderofVineBrandsOnVine,whichmon- itors the 30,000 brands on Vine. Vine ads are “brand blips”, he told Forbes. They are a strong medium for content marketing because they “[don’t]needtobe‘watched’tobeseen—there’s no decision-making process by the user.” Brand-produced Vines are tweeted on com- panies’ Twitter pages and then re-tweeted by fans and followers, creating a snowball effect. Unlike banner ads and traditional 30-second video ads, Vine delivers a “propagation value”, one of the major reason brands adopt Vine, ad agency Big Spaceship CEO Michael Lebowitz InnovationsinMagazinesMedia2014WorldReport Thursday, 5 June 14
  • 94. advertisers paying high prices is actually quite resource intensive and time consuming. At this stage, solving that production prob- lem requires increased payroll or production expense. That puts publishers in a situation where demand outpaces supply. “Currently there’s more demand for video impressions than The Times can supply,” New York Times President and CEO Mark Thompson told eMar- keter in a late 2013 interview. That’s not to say publishing companies like The Times aren’t hard at work increasing video supply. The Times doubled its video production staff to more than 50 people and is now pro- ducing an average of 300 videos a month, up 62 per cent from 2012. Another restraint on magazine video pro- duction is the lack of universal metrics for assessing reach, targeting, and performance. “Audience guarantees online were expected to be a game-changer for the ‘TV-ization’ of online video,” the “State of the Video Industry” study says. “Yet some 65 per cent of brands and 70 per cent of agencies say that existing measurement standards do not satisfy their need for audience guarantees.” One solution to the video production di- lemma could come from two unlikely sources: Twitter and Facebook. Or, more to the point: Vine and Instagram. Brands looking for alternatives to the stan- dard 30-second commercial see the six-second videos of Vine as both more intriguing than an image but tighter than a 30-second video. Vine was formed in June 2012, acquired by Twitter a mere four months later before it even launched. Vine officially launched in January 2013. It was an instant hit. By April, Vine was the most used video-sharing application in the market as well as the most downloaded free app in the iOS App Store. Initially aimed at giving people an enter- taining way to post short videos, Vine has been discovered by advertisers looking to do content marketing and brand promotion. The strangely addictive six-second loops meet the advertisers’ increasing awareness that the old 30-second advertisement format is intrusive and culturally out of date as users are more time-sensitive and less likely to give up 30 seconds of their lives to watch an ad. Six told Forbes. Another reason why brands are increasingly using the mini-video format is because of the community Vine has built . It is an “ecosystem where brands and consumers talk directly,” Spanish ad agency Territorio Creativo partner Kevin Sigliano told Forbes. Rather than risk getting it wrong, brands are hiring what are called “Vine-artists” in- stead of agencies to build the six-second videos. Not to be left out of the video marketing trend, Facebook’s Instagram began offering video functionality in June 2013. Founded in 2010, the photo-sharing service had grown explosively to 100 million users in April 2012 when Facebook purchased the company for US$1 billion. Today, Instagram claims to have 150 million users. Setting itself apart from Vine, Instagram’s video service allows videos up to 15-seconds. And, like with Vine, brands have leapt at the chance. Fully 40 per cent of the most-shared Insta- gram videos were created by brands, according to marketing technology company Unruly. In one month in late 2013, the total number of unique Instagram videos shared on Twitter was 176,016, which is equivalent to ten per cent of the unique YouTube videos shared on Twitter during the same period (1,871,530), according to Unruly. And nine out of ten of those videos were shared on Facebook, vastly increasing their potential reach. “New short-form content platforms such as Vine and Instagram are experiencing explo- sive growth,” Unruly managing director Phil Townend told Marketing Magazine. “By engaging consumers in their native environments across today’s complex and fragmented media landscape, and utilising the open web to amplify awareness of their content, brands can maximise the effective- ness of their content marketing strategies to drive sharing and ultimately increase their market share,” Townend said. “It’s remarkable that within just five months of launch, Instagram videos now account for almost ten per cent as many tweets as YouTube videos do. Smart marketers are no longer mea- suring success based on a YouTube view count and advertisers understand that it’s people first, platform second.” Morethan 188.2mAmericans watched 52.4bonline content videos last December Thenumberofvideoadviewsin Decembertotalled 35.2bup from 20 billion in June comScore Brands looking for alternatives to the standard 30-second commercial see the six-second videos of Vine as both more intriguing than an image but tighter than a 30-second video Why video advertisements work on mobile We all know what we do when an ad appears on our television screen. We do something else. We get up to get something to eat or drink, go to the bathroom, change channels, chat with a friend, or check email on our phone. Even on desktop computers, users can click on another tab or close the window. But mobile devices, deliver more engaged advertising video viewers because of the difficulty of opening another window and the fact that you’re holding it in your hand and are less likely to walk away from it. How much more? A YuMe-IPG Lab study found tablet video viewers are 26 per cent more likely to correctly recall a brand they saw advertised on their tablet compared to TV viewers. The study found that the majority of TV viewers multitask while watching, including having conversations, cleaning, cooking, reading email, surfing the web, or texting. For example, a third of television viewers admit that using their smartphones is their primary focus when watching television compared to only five per cent of tablet video viewers. The study established that tablet users are far less likely to multitask while using a tablet, and users do not use tablets to play video in the “background” as they do with their TV. Intriguingly, the only activity that more than 50 per cent of tablet users engage in while watching videos is eating. seconds of entertaining video? That they’ll do. Vine advertisements aren’t really advertise- ments, at least in the mind of Michael Litman, co-founderofVineBrandsOnVine,whichmon- itors the 30,000 brands on Vine. Vine ads are “brand blips”, he told Forbes. They are a strong medium for content marketing because they “[don’t]needtobe‘watched’tobeseen—there’s no decision-making process by the user.” Brand-produced Vines are tweeted on com- panies’ Twitter pages and then re-tweeted by fans and followers, creating a snowball effect. Unlike banner ads and traditional 30-second video ads, Vine delivers a “propagation value”, one of the major reason brands adopt Vine, ad agency Big Spaceship CEO Michael Lebowitz InnovationsinMagazinesMedia2014WorldReport Single factor slowing video ad growth: Cost of production of videos to host that advertising, resulting in demand outpacing supply Thursday, 5 June 14
  • 95. advertisers paying high prices is actually quite resource intensive and time consuming. At this stage, solving that production prob- lem requires increased payroll or production expense. That puts publishers in a situation where demand outpaces supply. “Currently there’s more demand for video impressions than The Times can supply,” New York Times President and CEO Mark Thompson told eMar- keter in a late 2013 interview. That’s not to say publishing companies like The Times aren’t hard at work increasing video supply. The Times doubled its video production staff to more than 50 people and is now pro- ducing an average of 300 videos a month, up 62 per cent from 2012. Another restraint on magazine video pro- duction is the lack of universal metrics for assessing reach, targeting, and performance. “Audience guarantees online were expected to be a game-changer for the ‘TV-ization’ of online video,” the “State of the Video Industry” study says. “Yet some 65 per cent of brands and 70 per cent of agencies say that existing measurement standards do not satisfy their need for audience guarantees.” One solution to the video production di- lemma could come from two unlikely sources: Twitter and Facebook. Or, more to the point: Vine and Instagram. Brands looking for alternatives to the stan- dard 30-second commercial see the six-second videos of Vine as both more intriguing than an image but tighter than a 30-second video. Vine was formed in June 2012, acquired by Twitter a mere four months later before it even launched. Vine officially launched in January 2013. It was an instant hit. By April, Vine was the most used video-sharing application in the market as well as the most downloaded free app in the iOS App Store. Initially aimed at giving people an enter- taining way to post short videos, Vine has been discovered by advertisers looking to do content marketing and brand promotion. The strangely addictive six-second loops meet the advertisers’ increasing awareness that the old 30-second advertisement format is intrusive and culturally out of date as users are more time-sensitive and less likely to give up 30 seconds of their lives to watch an ad. Six told Forbes. Another reason why brands are increasingly using the mini-video format is because of the community Vine has built . It is an “ecosystem where brands and consumers talk directly,” Spanish ad agency Territorio Creativo partner Kevin Sigliano told Forbes. Rather than risk getting it wrong, brands are hiring what are called “Vine-artists” in- stead of agencies to build the six-second videos. Not to be left out of the video marketing trend, Facebook’s Instagram began offering video functionality in June 2013. Founded in 2010, the photo-sharing service had grown explosively to 100 million users in April 2012 when Facebook purchased the company for US$1 billion. Today, Instagram claims to have 150 million users. Setting itself apart from Vine, Instagram’s video service allows videos up to 15-seconds. And, like with Vine, brands have leapt at the chance. Fully 40 per cent of the most-shared Insta- gram videos were created by brands, according to marketing technology company Unruly. In one month in late 2013, the total number of unique Instagram videos shared on Twitter was 176,016, which is equivalent to ten per cent of the unique YouTube videos shared on Twitter during the same period (1,871,530), according to Unruly. And nine out of ten of those videos were shared on Facebook, vastly increasing their potential reach. “New short-form content platforms such as Vine and Instagram are experiencing explo- sive growth,” Unruly managing director Phil Townend told Marketing Magazine. “By engaging consumers in their native environments across today’s complex and fragmented media landscape, and utilising the open web to amplify awareness of their content, brands can maximise the effective- ness of their content marketing strategies to drive sharing and ultimately increase their market share,” Townend said. “It’s remarkable that within just five months of launch, Instagram videos now account for almost ten per cent as many tweets as YouTube videos do. Smart marketers are no longer mea- suring success based on a YouTube view count and advertisers understand that it’s people first, platform second.” Morethan 188.2mAmericans watched 52.4bonline content videos last December Thenumberofvideoadviewsin Decembertotalled 35.2bup from 20 billion in June comScore Brands looking for alternatives to the standard 30-second commercial see the six-second videos of Vine as both more intriguing than an image but tighter than a 30-second video Why video advertisements work on mobile We all know what we do when an ad appears on our television screen. We do something else. We get up to get something to eat or drink, go to the bathroom, change channels, chat with a friend, or check email on our phone. Even on desktop computers, users can click on another tab or close the window. But mobile devices, deliver more engaged advertising video viewers because of the difficulty of opening another window and the fact that you’re holding it in your hand and are less likely to walk away from it. How much more? A YuMe-IPG Lab study found tablet video viewers are 26 per cent more likely to correctly recall a brand they saw advertised on their tablet compared to TV viewers. The study found that the majority of TV viewers multitask while watching, including having conversations, cleaning, cooking, reading email, surfing the web, or texting. For example, a third of television viewers admit that using their smartphones is their primary focus when watching television compared to only five per cent of tablet video viewers. The study established that tablet users are far less likely to multitask while using a tablet, and users do not use tablets to play video in the “background” as they do with their TV. Intriguingly, the only activity that more than 50 per cent of tablet users engage in while watching videos is eating. seconds of entertaining video? That they’ll do. Vine advertisements aren’t really advertise- ments, at least in the mind of Michael Litman, co-founderofVineBrandsOnVine,whichmon- itors the 30,000 brands on Vine. Vine ads are “brand blips”, he told Forbes. They are a strong medium for content marketing because they “[don’t]needtobe‘watched’tobeseen—there’s no decision-making process by the user.” Brand-produced Vines are tweeted on com- panies’ Twitter pages and then re-tweeted by fans and followers, creating a snowball effect. Unlike banner ads and traditional 30-second video ads, Vine delivers a “propagation value”, one of the major reason brands adopt Vine, ad agency Big Spaceship CEO Michael Lebowitz InnovationsinMagazinesMedia2014WorldReport Thursday, 5 June 14
  • 96. advertisers paying high prices is actually quite resource intensive and time consuming. At this stage, solving that production prob- lem requires increased payroll or production expense. That puts publishers in a situation where demand outpaces supply. “Currently there’s more demand for video impressions than The Times can supply,” New York Times President and CEO Mark Thompson told eMar- keter in a late 2013 interview. That’s not to say publishing companies like The Times aren’t hard at work increasing video supply. The Times doubled its video production staff to more than 50 people and is now pro- ducing an average of 300 videos a month, up 62 per cent from 2012. Another restraint on magazine video pro- duction is the lack of universal metrics for assessing reach, targeting, and performance. “Audience guarantees online were expected to be a game-changer for the ‘TV-ization’ of online video,” the “State of the Video Industry” study says. “Yet some 65 per cent of brands and 70 per cent of agencies say that existing measurement standards do not satisfy their need for audience guarantees.” One solution to the video production di- lemma could come from two unlikely sources: Twitter and Facebook. Or, more to the point: Vine and Instagram. Brands looking for alternatives to the stan- dard 30-second commercial see the six-second videos of Vine as both more intriguing than an image but tighter than a 30-second video. Vine was formed in June 2012, acquired by Twitter a mere four months later before it even launched. Vine officially launched in January 2013. It was an instant hit. By April, Vine was the most used video-sharing application in the market as well as the most downloaded free app in the iOS App Store. Initially aimed at giving people an enter- taining way to post short videos, Vine has been discovered by advertisers looking to do content marketing and brand promotion. The strangely addictive six-second loops meet the advertisers’ increasing awareness that the old 30-second advertisement format is intrusive and culturally out of date as users are more time-sensitive and less likely to give up 30 seconds of their lives to watch an ad. Six told Forbes. Another reason why brands are increasingly using the mini-video format is because of the community Vine has built . It is an “ecosystem where brands and consumers talk directly,” Spanish ad agency Territorio Creativo partner Kevin Sigliano told Forbes. Rather than risk getting it wrong, brands are hiring what are called “Vine-artists” in- stead of agencies to build the six-second videos. Not to be left out of the video marketing trend, Facebook’s Instagram began offering video functionality in June 2013. Founded in 2010, the photo-sharing service had grown explosively to 100 million users in April 2012 when Facebook purchased the company for US$1 billion. Today, Instagram claims to have 150 million users. Setting itself apart from Vine, Instagram’s video service allows videos up to 15-seconds. And, like with Vine, brands have leapt at the chance. Fully 40 per cent of the most-shared Insta- gram videos were created by brands, according to marketing technology company Unruly. In one month in late 2013, the total number of unique Instagram videos shared on Twitter was 176,016, which is equivalent to ten per cent of the unique YouTube videos shared on Twitter during the same period (1,871,530), according to Unruly. And nine out of ten of those videos were shared on Facebook, vastly increasing their potential reach. “New short-form content platforms such as Vine and Instagram are experiencing explo- sive growth,” Unruly managing director Phil Townend told Marketing Magazine. “By engaging consumers in their native environments across today’s complex and fragmented media landscape, and utilising the open web to amplify awareness of their content, brands can maximise the effective- ness of their content marketing strategies to drive sharing and ultimately increase their market share,” Townend said. “It’s remarkable that within just five months of launch, Instagram videos now account for almost ten per cent as many tweets as YouTube videos do. Smart marketers are no longer mea- suring success based on a YouTube view count and advertisers understand that it’s people first, platform second.” Morethan 188.2mAmericans watched 52.4bonline content videos last December Thenumberofvideoadviewsin Decembertotalled 35.2bup from 20 billion in June comScore Brands looking for alternatives to the standard 30-second commercial see the six-second videos of Vine as both more intriguing than an image but tighter than a 30-second video Why video advertisements work on mobile We all know what we do when an ad appears on our television screen. We do something else. We get up to get something to eat or drink, go to the bathroom, change channels, chat with a friend, or check email on our phone. Even on desktop computers, users can click on another tab or close the window. But mobile devices, deliver more engaged advertising video viewers because of the difficulty of opening another window and the fact that you’re holding it in your hand and are less likely to walk away from it. How much more? A YuMe-IPG Lab study found tablet video viewers are 26 per cent more likely to correctly recall a brand they saw advertised on their tablet compared to TV viewers. The study found that the majority of TV viewers multitask while watching, including having conversations, cleaning, cooking, reading email, surfing the web, or texting. For example, a third of television viewers admit that using their smartphones is their primary focus when watching television compared to only five per cent of tablet video viewers. The study established that tablet users are far less likely to multitask while using a tablet, and users do not use tablets to play video in the “background” as they do with their TV. Intriguingly, the only activity that more than 50 per cent of tablet users engage in while watching videos is eating. seconds of entertaining video? That they’ll do. Vine advertisements aren’t really advertise- ments, at least in the mind of Michael Litman, co-founderofVineBrandsOnVine,whichmon- itors the 30,000 brands on Vine. Vine ads are “brand blips”, he told Forbes. They are a strong medium for content marketing because they “[don’t]needtobe‘watched’tobeseen—there’s no decision-making process by the user.” Brand-produced Vines are tweeted on com- panies’ Twitter pages and then re-tweeted by fans and followers, creating a snowball effect. Unlike banner ads and traditional 30-second video ads, Vine delivers a “propagation value”, one of the major reason brands adopt Vine, ad agency Big Spaceship CEO Michael Lebowitz InnovationsinMagazinesMedia2014WorldReport “Currently, there’s more demand for video impressions than The Times can supply” — New York Times CEO Mark Thompson Thursday, 5 June 14
  • 97. advertisers paying high prices is actually quite resource intensive and time consuming. At this stage, solving that production prob- lem requires increased payroll or production expense. That puts publishers in a situation where demand outpaces supply. “Currently there’s more demand for video impressions than The Times can supply,” New York Times President and CEO Mark Thompson told eMar- keter in a late 2013 interview. That’s not to say publishing companies like The Times aren’t hard at work increasing video supply. The Times doubled its video production staff to more than 50 people and is now pro- ducing an average of 300 videos a month, up 62 per cent from 2012. Another restraint on magazine video pro- duction is the lack of universal metrics for assessing reach, targeting, and performance. “Audience guarantees online were expected to be a game-changer for the ‘TV-ization’ of online video,” the “State of the Video Industry” study says. “Yet some 65 per cent of brands and 70 per cent of agencies say that existing measurement standards do not satisfy their need for audience guarantees.” One solution to the video production di- lemma could come from two unlikely sources: Twitter and Facebook. Or, more to the point: Vine and Instagram. Brands looking for alternatives to the stan- dard 30-second commercial see the six-second videos of Vine as both more intriguing than an image but tighter than a 30-second video. Vine was formed in June 2012, acquired by Twitter a mere four months later before it even launched. Vine officially launched in January 2013. It was an instant hit. By April, Vine was the most used video-sharing application in the market as well as the most downloaded free app in the iOS App Store. Initially aimed at giving people an enter- taining way to post short videos, Vine has been discovered by advertisers looking to do content marketing and brand promotion. The strangely addictive six-second loops meet the advertisers’ increasing awareness that the old 30-second advertisement format is intrusive and culturally out of date as users are more time-sensitive and less likely to give up 30 seconds of their lives to watch an ad. Six told Forbes. Another reason why brands are increasingly using the mini-video format is because of the community Vine has built . It is an “ecosystem where brands and consumers talk directly,” Spanish ad agency Territorio Creativo partner Kevin Sigliano told Forbes. Rather than risk getting it wrong, brands are hiring what are called “Vine-artists” in- stead of agencies to build the six-second videos. Not to be left out of the video marketing trend, Facebook’s Instagram began offering video functionality in June 2013. Founded in 2010, the photo-sharing service had grown explosively to 100 million users in April 2012 when Facebook purchased the company for US$1 billion. Today, Instagram claims to have 150 million users. Setting itself apart from Vine, Instagram’s video service allows videos up to 15-seconds. And, like with Vine, brands have leapt at the chance. Fully 40 per cent of the most-shared Insta- gram videos were created by brands, according to marketing technology company Unruly. In one month in late 2013, the total number of unique Instagram videos shared on Twitter was 176,016, which is equivalent to ten per cent of the unique YouTube videos shared on Twitter during the same period (1,871,530), according to Unruly. And nine out of ten of those videos were shared on Facebook, vastly increasing their potential reach. “New short-form content platforms such as Vine and Instagram are experiencing explo- sive growth,” Unruly managing director Phil Townend told Marketing Magazine. “By engaging consumers in their native environments across today’s complex and fragmented media landscape, and utilising the open web to amplify awareness of their content, brands can maximise the effective- ness of their content marketing strategies to drive sharing and ultimately increase their market share,” Townend said. “It’s remarkable that within just five months of launch, Instagram videos now account for almost ten per cent as many tweets as YouTube videos do. Smart marketers are no longer mea- suring success based on a YouTube view count and advertisers understand that it’s people first, platform second.” Morethan 188.2mAmericans watched 52.4bonline content videos last December Thenumberofvideoadviewsin Decembertotalled 35.2bup from 20 billion in June comScore Brands looking for alternatives to the standard 30-second commercial see the six-second videos of Vine as both more intriguing than an image but tighter than a 30-second video Why video advertisements work on mobile We all know what we do when an ad appears on our television screen. We do something else. We get up to get something to eat or drink, go to the bathroom, change channels, chat with a friend, or check email on our phone. Even on desktop computers, users can click on another tab or close the window. But mobile devices, deliver more engaged advertising video viewers because of the difficulty of opening another window and the fact that you’re holding it in your hand and are less likely to walk away from it. How much more? A YuMe-IPG Lab study found tablet video viewers are 26 per cent more likely to correctly recall a brand they saw advertised on their tablet compared to TV viewers. The study found that the majority of TV viewers multitask while watching, including having conversations, cleaning, cooking, reading email, surfing the web, or texting. For example, a third of television viewers admit that using their smartphones is their primary focus when watching television compared to only five per cent of tablet video viewers. The study established that tablet users are far less likely to multitask while using a tablet, and users do not use tablets to play video in the “background” as they do with their TV. Intriguingly, the only activity that more than 50 per cent of tablet users engage in while watching videos is eating. seconds of entertaining video? That they’ll do. Vine advertisements aren’t really advertise- ments, at least in the mind of Michael Litman, co-founderofVineBrandsOnVine,whichmon- itors the 30,000 brands on Vine. Vine ads are “brand blips”, he told Forbes. They are a strong medium for content marketing because they “[don’t]needtobe‘watched’tobeseen—there’s no decision-making process by the user.” Brand-produced Vines are tweeted on com- panies’ Twitter pages and then re-tweeted by fans and followers, creating a snowball effect. Unlike banner ads and traditional 30-second video ads, Vine delivers a “propagation value”, one of the major reason brands adopt Vine, ad agency Big Spaceship CEO Michael Lebowitz InnovationsinMagazinesMedia2014WorldReport Thursday, 5 June 14
  • 98. advertisers paying high prices is actually quite resource intensive and time consuming. At this stage, solving that production prob- lem requires increased payroll or production expense. That puts publishers in a situation where demand outpaces supply. “Currently there’s more demand for video impressions than The Times can supply,” New York Times President and CEO Mark Thompson told eMar- keter in a late 2013 interview. That’s not to say publishing companies like The Times aren’t hard at work increasing video supply. The Times doubled its video production staff to more than 50 people and is now pro- ducing an average of 300 videos a month, up 62 per cent from 2012. Another restraint on magazine video pro- duction is the lack of universal metrics for assessing reach, targeting, and performance. “Audience guarantees online were expected to be a game-changer for the ‘TV-ization’ of online video,” the “State of the Video Industry” study says. “Yet some 65 per cent of brands and 70 per cent of agencies say that existing measurement standards do not satisfy their need for audience guarantees.” One solution to the video production di- lemma could come from two unlikely sources: Twitter and Facebook. Or, more to the point: Vine and Instagram. Brands looking for alternatives to the stan- dard 30-second commercial see the six-second videos of Vine as both more intriguing than an image but tighter than a 30-second video. Vine was formed in June 2012, acquired by Twitter a mere four months later before it even launched. Vine officially launched in January 2013. It was an instant hit. By April, Vine was the most used video-sharing application in the market as well as the most downloaded free app in the iOS App Store. Initially aimed at giving people an enter- taining way to post short videos, Vine has been discovered by advertisers looking to do content marketing and brand promotion. The strangely addictive six-second loops meet the advertisers’ increasing awareness that the old 30-second advertisement format is intrusive and culturally out of date as users are more time-sensitive and less likely to give up 30 seconds of their lives to watch an ad. Six told Forbes. Another reason why brands are increasingly using the mini-video format is because of the community Vine has built . It is an “ecosystem where brands and consumers talk directly,” Spanish ad agency Territorio Creativo partner Kevin Sigliano told Forbes. Rather than risk getting it wrong, brands are hiring what are called “Vine-artists” in- stead of agencies to build the six-second videos. Not to be left out of the video marketing trend, Facebook’s Instagram began offering video functionality in June 2013. Founded in 2010, the photo-sharing service had grown explosively to 100 million users in April 2012 when Facebook purchased the company for US$1 billion. Today, Instagram claims to have 150 million users. Setting itself apart from Vine, Instagram’s video service allows videos up to 15-seconds. And, like with Vine, brands have leapt at the chance. Fully 40 per cent of the most-shared Insta- gram videos were created by brands, according to marketing technology company Unruly. In one month in late 2013, the total number of unique Instagram videos shared on Twitter was 176,016, which is equivalent to ten per cent of the unique YouTube videos shared on Twitter during the same period (1,871,530), according to Unruly. And nine out of ten of those videos were shared on Facebook, vastly increasing their potential reach. “New short-form content platforms such as Vine and Instagram are experiencing explo- sive growth,” Unruly managing director Phil Townend told Marketing Magazine. “By engaging consumers in their native environments across today’s complex and fragmented media landscape, and utilising the open web to amplify awareness of their content, brands can maximise the effective- ness of their content marketing strategies to drive sharing and ultimately increase their market share,” Townend said. “It’s remarkable that within just five months of launch, Instagram videos now account for almost ten per cent as many tweets as YouTube videos do. Smart marketers are no longer mea- suring success based on a YouTube view count and advertisers understand that it’s people first, platform second.” Morethan 188.2mAmericans watched 52.4bonline content videos last December Thenumberofvideoadviewsin Decembertotalled 35.2bup from 20 billion in June comScore Brands looking for alternatives to the standard 30-second commercial see the six-second videos of Vine as both more intriguing than an image but tighter than a 30-second video Why video advertisements work on mobile We all know what we do when an ad appears on our television screen. We do something else. We get up to get something to eat or drink, go to the bathroom, change channels, chat with a friend, or check email on our phone. Even on desktop computers, users can click on another tab or close the window. But mobile devices, deliver more engaged advertising video viewers because of the difficulty of opening another window and the fact that you’re holding it in your hand and are less likely to walk away from it. How much more? A YuMe-IPG Lab study found tablet video viewers are 26 per cent more likely to correctly recall a brand they saw advertised on their tablet compared to TV viewers. The study found that the majority of TV viewers multitask while watching, including having conversations, cleaning, cooking, reading email, surfing the web, or texting. For example, a third of television viewers admit that using their smartphones is their primary focus when watching television compared to only five per cent of tablet video viewers. The study established that tablet users are far less likely to multitask while using a tablet, and users do not use tablets to play video in the “background” as they do with their TV. Intriguingly, the only activity that more than 50 per cent of tablet users engage in while watching videos is eating. seconds of entertaining video? That they’ll do. Vine advertisements aren’t really advertise- ments, at least in the mind of Michael Litman, co-founderofVineBrandsOnVine,whichmon- itors the 30,000 brands on Vine. Vine ads are “brand blips”, he told Forbes. They are a strong medium for content marketing because they “[don’t]needtobe‘watched’tobeseen—there’s no decision-making process by the user.” Brand-produced Vines are tweeted on com- panies’ Twitter pages and then re-tweeted by fans and followers, creating a snowball effect. Unlike banner ads and traditional 30-second video ads, Vine delivers a “propagation value”, one of the major reason brands adopt Vine, ad agency Big Spaceship CEO Michael Lebowitz InnovationsinMagazinesMedia2014WorldReport Publishers are scrambling to meet that demand: NYT doubled its video production staff to 50 & is producing 300 videos a month Thursday, 5 June 14
  • 99. advertisers paying high prices is actually quite resource intensive and time consuming. At this stage, solving that production prob- lem requires increased payroll or production expense. That puts publishers in a situation where demand outpaces supply. “Currently there’s more demand for video impressions than The Times can supply,” New York Times President and CEO Mark Thompson told eMar- keter in a late 2013 interview. That’s not to say publishing companies like The Times aren’t hard at work increasing video supply. The Times doubled its video production staff to more than 50 people and is now pro- ducing an average of 300 videos a month, up 62 per cent from 2012. Another restraint on magazine video pro- duction is the lack of universal metrics for assessing reach, targeting, and performance. “Audience guarantees online were expected to be a game-changer for the ‘TV-ization’ of online video,” the “State of the Video Industry” study says. “Yet some 65 per cent of brands and 70 per cent of agencies say that existing measurement standards do not satisfy their need for audience guarantees.” One solution to the video production di- lemma could come from two unlikely sources: Twitter and Facebook. Or, more to the point: Vine and Instagram. Brands looking for alternatives to the stan- dard 30-second commercial see the six-second videos of Vine as both more intriguing than an image but tighter than a 30-second video. Vine was formed in June 2012, acquired by Twitter a mere four months later before it even launched. Vine officially launched in January 2013. It was an instant hit. By April, Vine was the most used video-sharing application in the market as well as the most downloaded free app in the iOS App Store. Initially aimed at giving people an enter- taining way to post short videos, Vine has been discovered by advertisers looking to do content marketing and brand promotion. The strangely addictive six-second loops meet the advertisers’ increasing awareness that the old 30-second advertisement format is intrusive and culturally out of date as users are more time-sensitive and less likely to give up 30 seconds of their lives to watch an ad. Six told Forbes. Another reason why brands are increasingly using the mini-video format is because of the community Vine has built . It is an “ecosystem where brands and consumers talk directly,” Spanish ad agency Territorio Creativo partner Kevin Sigliano told Forbes. Rather than risk getting it wrong, brands are hiring what are called “Vine-artists” in- stead of agencies to build the six-second videos. Not to be left out of the video marketing trend, Facebook’s Instagram began offering video functionality in June 2013. Founded in 2010, the photo-sharing service had grown explosively to 100 million users in April 2012 when Facebook purchased the company for US$1 billion. Today, Instagram claims to have 150 million users. Setting itself apart from Vine, Instagram’s video service allows videos up to 15-seconds. And, like with Vine, brands have leapt at the chance. Fully 40 per cent of the most-shared Insta- gram videos were created by brands, according to marketing technology company Unruly. In one month in late 2013, the total number of unique Instagram videos shared on Twitter was 176,016, which is equivalent to ten per cent of the unique YouTube videos shared on Twitter during the same period (1,871,530), according to Unruly. And nine out of ten of those videos were shared on Facebook, vastly increasing their potential reach. “New short-form content platforms such as Vine and Instagram are experiencing explo- sive growth,” Unruly managing director Phil Townend told Marketing Magazine. “By engaging consumers in their native environments across today’s complex and fragmented media landscape, and utilising the open web to amplify awareness of their content, brands can maximise the effective- ness of their content marketing strategies to drive sharing and ultimately increase their market share,” Townend said. “It’s remarkable that within just five months of launch, Instagram videos now account for almost ten per cent as many tweets as YouTube videos do. Smart marketers are no longer mea- suring success based on a YouTube view count and advertisers understand that it’s people first, platform second.” Morethan 188.2mAmericans watched 52.4bonline content videos last December Thenumberofvideoadviewsin Decembertotalled 35.2bup from 20 billion in June comScore Brands looking for alternatives to the standard 30-second commercial see the six-second videos of Vine as both more intriguing than an image but tighter than a 30-second video Why video advertisements work on mobile We all know what we do when an ad appears on our television screen. We do something else. We get up to get something to eat or drink, go to the bathroom, change channels, chat with a friend, or check email on our phone. Even on desktop computers, users can click on another tab or close the window. But mobile devices, deliver more engaged advertising video viewers because of the difficulty of opening another window and the fact that you’re holding it in your hand and are less likely to walk away from it. How much more? A YuMe-IPG Lab study found tablet video viewers are 26 per cent more likely to correctly recall a brand they saw advertised on their tablet compared to TV viewers. The study found that the majority of TV viewers multitask while watching, including having conversations, cleaning, cooking, reading email, surfing the web, or texting. For example, a third of television viewers admit that using their smartphones is their primary focus when watching television compared to only five per cent of tablet video viewers. The study established that tablet users are far less likely to multitask while using a tablet, and users do not use tablets to play video in the “background” as they do with their TV. Intriguingly, the only activity that more than 50 per cent of tablet users engage in while watching videos is eating. seconds of entertaining video? That they’ll do. Vine advertisements aren’t really advertise- ments, at least in the mind of Michael Litman, co-founderofVineBrandsOnVine,whichmon- itors the 30,000 brands on Vine. Vine ads are “brand blips”, he told Forbes. They are a strong medium for content marketing because they “[don’t]needtobe‘watched’tobeseen—there’s no decision-making process by the user.” Brand-produced Vines are tweeted on com- panies’ Twitter pages and then re-tweeted by fans and followers, creating a snowball effect. Unlike banner ads and traditional 30-second video ads, Vine delivers a “propagation value”, one of the major reason brands adopt Vine, ad agency Big Spaceship CEO Michael Lebowitz InnovationsinMagazinesMedia2014WorldReport Thursday, 5 June 14
  • 100. advertisers paying high prices is actually quite resource intensive and time consuming. At this stage, solving that production prob- lem requires increased payroll or production expense. That puts publishers in a situation where demand outpaces supply. “Currently there’s more demand for video impressions than The Times can supply,” New York Times President and CEO Mark Thompson told eMar- keter in a late 2013 interview. That’s not to say publishing companies like The Times aren’t hard at work increasing video supply. The Times doubled its video production staff to more than 50 people and is now pro- ducing an average of 300 videos a month, up 62 per cent from 2012. Another restraint on magazine video pro- duction is the lack of universal metrics for assessing reach, targeting, and performance. “Audience guarantees online were expected to be a game-changer for the ‘TV-ization’ of online video,” the “State of the Video Industry” study says. “Yet some 65 per cent of brands and 70 per cent of agencies say that existing measurement standards do not satisfy their need for audience guarantees.” One solution to the video production di- lemma could come from two unlikely sources: Twitter and Facebook. Or, more to the point: Vine and Instagram. Brands looking for alternatives to the stan- dard 30-second commercial see the six-second videos of Vine as both more intriguing than an image but tighter than a 30-second video. Vine was formed in June 2012, acquired by Twitter a mere four months later before it even launched. Vine officially launched in January 2013. It was an instant hit. By April, Vine was the most used video-sharing application in the market as well as the most downloaded free app in the iOS App Store. Initially aimed at giving people an enter- taining way to post short videos, Vine has been discovered by advertisers looking to do content marketing and brand promotion. The strangely addictive six-second loops meet the advertisers’ increasing awareness that the old 30-second advertisement format is intrusive and culturally out of date as users are more time-sensitive and less likely to give up 30 seconds of their lives to watch an ad. Six told Forbes. Another reason why brands are increasingly using the mini-video format is because of the community Vine has built . It is an “ecosystem where brands and consumers talk directly,” Spanish ad agency Territorio Creativo partner Kevin Sigliano told Forbes. Rather than risk getting it wrong, brands are hiring what are called “Vine-artists” in- stead of agencies to build the six-second videos. Not to be left out of the video marketing trend, Facebook’s Instagram began offering video functionality in June 2013. Founded in 2010, the photo-sharing service had grown explosively to 100 million users in April 2012 when Facebook purchased the company for US$1 billion. Today, Instagram claims to have 150 million users. Setting itself apart from Vine, Instagram’s video service allows videos up to 15-seconds. And, like with Vine, brands have leapt at the chance. Fully 40 per cent of the most-shared Insta- gram videos were created by brands, according to marketing technology company Unruly. In one month in late 2013, the total number of unique Instagram videos shared on Twitter was 176,016, which is equivalent to ten per cent of the unique YouTube videos shared on Twitter during the same period (1,871,530), according to Unruly. And nine out of ten of those videos were shared on Facebook, vastly increasing their potential reach. “New short-form content platforms such as Vine and Instagram are experiencing explo- sive growth,” Unruly managing director Phil Townend told Marketing Magazine. “By engaging consumers in their native environments across today’s complex and fragmented media landscape, and utilising the open web to amplify awareness of their content, brands can maximise the effective- ness of their content marketing strategies to drive sharing and ultimately increase their market share,” Townend said. “It’s remarkable that within just five months of launch, Instagram videos now account for almost ten per cent as many tweets as YouTube videos do. Smart marketers are no longer mea- suring success based on a YouTube view count and advertisers understand that it’s people first, platform second.” Morethan 188.2mAmericans watched 52.4bonline content videos last December Thenumberofvideoadviewsin Decembertotalled 35.2bup from 20 billion in June comScore Brands looking for alternatives to the standard 30-second commercial see the six-second videos of Vine as both more intriguing than an image but tighter than a 30-second video Why video advertisements work on mobile We all know what we do when an ad appears on our television screen. We do something else. We get up to get something to eat or drink, go to the bathroom, change channels, chat with a friend, or check email on our phone. Even on desktop computers, users can click on another tab or close the window. But mobile devices, deliver more engaged advertising video viewers because of the difficulty of opening another window and the fact that you’re holding it in your hand and are less likely to walk away from it. How much more? A YuMe-IPG Lab study found tablet video viewers are 26 per cent more likely to correctly recall a brand they saw advertised on their tablet compared to TV viewers. The study found that the majority of TV viewers multitask while watching, including having conversations, cleaning, cooking, reading email, surfing the web, or texting. For example, a third of television viewers admit that using their smartphones is their primary focus when watching television compared to only five per cent of tablet video viewers. The study established that tablet users are far less likely to multitask while using a tablet, and users do not use tablets to play video in the “background” as they do with their TV. Intriguingly, the only activity that more than 50 per cent of tablet users engage in while watching videos is eating. seconds of entertaining video? That they’ll do. Vine advertisements aren’t really advertise- ments, at least in the mind of Michael Litman, co-founderofVineBrandsOnVine,whichmon- itors the 30,000 brands on Vine. Vine ads are “brand blips”, he told Forbes. They are a strong medium for content marketing because they “[don’t]needtobe‘watched’tobeseen—there’s no decision-making process by the user.” Brand-produced Vines are tweeted on com- panies’ Twitter pages and then re-tweeted by fans and followers, creating a snowball effect. Unlike banner ads and traditional 30-second video ads, Vine delivers a “propagation value”, one of the major reason brands adopt Vine, ad agency Big Spaceship CEO Michael Lebowitz InnovationsinMagazinesMedia2014WorldReport One solution: Vine and Instagram as alternatives to 30-second ad spots, seen now as intrusive and culturally out of date Thursday, 5 June 14
  • 101. advertisers paying high prices is actually quite resource intensive and time consuming. At this stage, solving that production prob- lem requires increased payroll or production expense. That puts publishers in a situation where demand outpaces supply. “Currently there’s more demand for video impressions than The Times can supply,” New York Times President and CEO Mark Thompson told eMar- keter in a late 2013 interview. That’s not to say publishing companies like The Times aren’t hard at work increasing video supply. The Times doubled its video production staff to more than 50 people and is now pro- ducing an average of 300 videos a month, up 62 per cent from 2012. Another restraint on magazine video pro- duction is the lack of universal metrics for assessing reach, targeting, and performance. “Audience guarantees online were expected to be a game-changer for the ‘TV-ization’ of online video,” the “State of the Video Industry” study says. “Yet some 65 per cent of brands and 70 per cent of agencies say that existing measurement standards do not satisfy their need for audience guarantees.” One solution to the video production di- lemma could come from two unlikely sources: Twitter and Facebook. Or, more to the point: Vine and Instagram. Brands looking for alternatives to the stan- dard 30-second commercial see the six-second videos of Vine as both more intriguing than an image but tighter than a 30-second video. Vine was formed in June 2012, acquired by Twitter a mere four months later before it even launched. Vine officially launched in January 2013. It was an instant hit. By April, Vine was the most used video-sharing application in the market as well as the most downloaded free app in the iOS App Store. Initially aimed at giving people an enter- taining way to post short videos, Vine has been discovered by advertisers looking to do content marketing and brand promotion. The strangely addictive six-second loops meet the advertisers’ increasing awareness that the old 30-second advertisement format is intrusive and culturally out of date as users are more time-sensitive and less likely to give up 30 seconds of their lives to watch an ad. Six told Forbes. Another reason why brands are increasingly using the mini-video format is because of the community Vine has built . It is an “ecosystem where brands and consumers talk directly,” Spanish ad agency Territorio Creativo partner Kevin Sigliano told Forbes. Rather than risk getting it wrong, brands are hiring what are called “Vine-artists” in- stead of agencies to build the six-second videos. Not to be left out of the video marketing trend, Facebook’s Instagram began offering video functionality in June 2013. Founded in 2010, the photo-sharing service had grown explosively to 100 million users in April 2012 when Facebook purchased the company for US$1 billion. Today, Instagram claims to have 150 million users. Setting itself apart from Vine, Instagram’s video service allows videos up to 15-seconds. And, like with Vine, brands have leapt at the chance. Fully 40 per cent of the most-shared Insta- gram videos were created by brands, according to marketing technology company Unruly. In one month in late 2013, the total number of unique Instagram videos shared on Twitter was 176,016, which is equivalent to ten per cent of the unique YouTube videos shared on Twitter during the same period (1,871,530), according to Unruly. And nine out of ten of those videos were shared on Facebook, vastly increasing their potential reach. “New short-form content platforms such as Vine and Instagram are experiencing explo- sive growth,” Unruly managing director Phil Townend told Marketing Magazine. “By engaging consumers in their native environments across today’s complex and fragmented media landscape, and utilising the open web to amplify awareness of their content, brands can maximise the effective- ness of their content marketing strategies to drive sharing and ultimately increase their market share,” Townend said. “It’s remarkable that within just five months of launch, Instagram videos now account for almost ten per cent as many tweets as YouTube videos do. Smart marketers are no longer mea- suring success based on a YouTube view count and advertisers understand that it’s people first, platform second.” Morethan 188.2mAmericans watched 52.4bonline content videos last December Thenumberofvideoadviewsin Decembertotalled 35.2bup from 20 billion in June comScore Brands looking for alternatives to the standard 30-second commercial see the six-second videos of Vine as both more intriguing than an image but tighter than a 30-second video Why video advertisements work on mobile We all know what we do when an ad appears on our television screen. We do something else. We get up to get something to eat or drink, go to the bathroom, change channels, chat with a friend, or check email on our phone. Even on desktop computers, users can click on another tab or close the window. But mobile devices, deliver more engaged advertising video viewers because of the difficulty of opening another window and the fact that you’re holding it in your hand and are less likely to walk away from it. How much more? A YuMe-IPG Lab study found tablet video viewers are 26 per cent more likely to correctly recall a brand they saw advertised on their tablet compared to TV viewers. The study found that the majority of TV viewers multitask while watching, including having conversations, cleaning, cooking, reading email, surfing the web, or texting. For example, a third of television viewers admit that using their smartphones is their primary focus when watching television compared to only five per cent of tablet video viewers. The study established that tablet users are far less likely to multitask while using a tablet, and users do not use tablets to play video in the “background” as they do with their TV. Intriguingly, the only activity that more than 50 per cent of tablet users engage in while watching videos is eating. seconds of entertaining video? That they’ll do. Vine advertisements aren’t really advertise- ments, at least in the mind of Michael Litman, co-founderofVineBrandsOnVine,whichmon- itors the 30,000 brands on Vine. Vine ads are “brand blips”, he told Forbes. They are a strong medium for content marketing because they “[don’t]needtobe‘watched’tobeseen—there’s no decision-making process by the user.” Brand-produced Vines are tweeted on com- panies’ Twitter pages and then re-tweeted by fans and followers, creating a snowball effect. Unlike banner ads and traditional 30-second video ads, Vine delivers a “propagation value”, one of the major reason brands adopt Vine, ad agency Big Spaceship CEO Michael Lebowitz InnovationsinMagazinesMedia2014WorldReport Thursday, 5 June 14
  • 102. advertisers paying high prices is actually quite resource intensive and time consuming. At this stage, solving that production prob- lem requires increased payroll or production expense. That puts publishers in a situation where demand outpaces supply. “Currently there’s more demand for video impressions than The Times can supply,” New York Times President and CEO Mark Thompson told eMar- keter in a late 2013 interview. That’s not to say publishing companies like The Times aren’t hard at work increasing video supply. The Times doubled its video production staff to more than 50 people and is now pro- ducing an average of 300 videos a month, up 62 per cent from 2012. Another restraint on magazine video pro- duction is the lack of universal metrics for assessing reach, targeting, and performance. “Audience guarantees online were expected to be a game-changer for the ‘TV-ization’ of online video,” the “State of the Video Industry” study says. “Yet some 65 per cent of brands and 70 per cent of agencies say that existing measurement standards do not satisfy their need for audience guarantees.” One solution to the video production di- lemma could come from two unlikely sources: Twitter and Facebook. Or, more to the point: Vine and Instagram. Brands looking for alternatives to the stan- dard 30-second commercial see the six-second videos of Vine as both more intriguing than an image but tighter than a 30-second video. Vine was formed in June 2012, acquired by Twitter a mere four months later before it even launched. Vine officially launched in January 2013. It was an instant hit. By April, Vine was the most used video-sharing application in the market as well as the most downloaded free app in the iOS App Store. Initially aimed at giving people an enter- taining way to post short videos, Vine has been discovered by advertisers looking to do content marketing and brand promotion. The strangely addictive six-second loops meet the advertisers’ increasing awareness that the old 30-second advertisement format is intrusive and culturally out of date as users are more time-sensitive and less likely to give up 30 seconds of their lives to watch an ad. Six told Forbes. Another reason why brands are increasingly using the mini-video format is because of the community Vine has built . It is an “ecosystem where brands and consumers talk directly,” Spanish ad agency Territorio Creativo partner Kevin Sigliano told Forbes. Rather than risk getting it wrong, brands are hiring what are called “Vine-artists” in- stead of agencies to build the six-second videos. Not to be left out of the video marketing trend, Facebook’s Instagram began offering video functionality in June 2013. Founded in 2010, the photo-sharing service had grown explosively to 100 million users in April 2012 when Facebook purchased the company for US$1 billion. Today, Instagram claims to have 150 million users. Setting itself apart from Vine, Instagram’s video service allows videos up to 15-seconds. And, like with Vine, brands have leapt at the chance. Fully 40 per cent of the most-shared Insta- gram videos were created by brands, according to marketing technology company Unruly. In one month in late 2013, the total number of unique Instagram videos shared on Twitter was 176,016, which is equivalent to ten per cent of the unique YouTube videos shared on Twitter during the same period (1,871,530), according to Unruly. And nine out of ten of those videos were shared on Facebook, vastly increasing their potential reach. “New short-form content platforms such as Vine and Instagram are experiencing explo- sive growth,” Unruly managing director Phil Townend told Marketing Magazine. “By engaging consumers in their native environments across today’s complex and fragmented media landscape, and utilising the open web to amplify awareness of their content, brands can maximise the effective- ness of their content marketing strategies to drive sharing and ultimately increase their market share,” Townend said. “It’s remarkable that within just five months of launch, Instagram videos now account for almost ten per cent as many tweets as YouTube videos do. Smart marketers are no longer mea- suring success based on a YouTube view count and advertisers understand that it’s people first, platform second.” Morethan 188.2mAmericans watched 52.4bonline content videos last December Thenumberofvideoadviewsin Decembertotalled 35.2bup from 20 billion in June comScore Brands looking for alternatives to the standard 30-second commercial see the six-second videos of Vine as both more intriguing than an image but tighter than a 30-second video Why video advertisements work on mobile We all know what we do when an ad appears on our television screen. We do something else. We get up to get something to eat or drink, go to the bathroom, change channels, chat with a friend, or check email on our phone. Even on desktop computers, users can click on another tab or close the window. But mobile devices, deliver more engaged advertising video viewers because of the difficulty of opening another window and the fact that you’re holding it in your hand and are less likely to walk away from it. How much more? A YuMe-IPG Lab study found tablet video viewers are 26 per cent more likely to correctly recall a brand they saw advertised on their tablet compared to TV viewers. The study found that the majority of TV viewers multitask while watching, including having conversations, cleaning, cooking, reading email, surfing the web, or texting. For example, a third of television viewers admit that using their smartphones is their primary focus when watching television compared to only five per cent of tablet video viewers. The study established that tablet users are far less likely to multitask while using a tablet, and users do not use tablets to play video in the “background” as they do with their TV. Intriguingly, the only activity that more than 50 per cent of tablet users engage in while watching videos is eating. seconds of entertaining video? That they’ll do. Vine advertisements aren’t really advertise- ments, at least in the mind of Michael Litman, co-founderofVineBrandsOnVine,whichmon- itors the 30,000 brands on Vine. Vine ads are “brand blips”, he told Forbes. They are a strong medium for content marketing because they “[don’t]needtobe‘watched’tobeseen—there’s no decision-making process by the user.” Brand-produced Vines are tweeted on com- panies’ Twitter pages and then re-tweeted by fans and followers, creating a snowball effect. Unlike banner ads and traditional 30-second video ads, Vine delivers a “propagation value”, one of the major reason brands adopt Vine, ad agency Big Spaceship CEO Michael Lebowitz InnovationsinMagazinesMedia2014WorldReport Unlike banner ads and 30-second video ads, Vine and Instagram “ads” deliver a “propagation value” — Michael Lebowitz, CEO, Big Spaceship Thursday, 5 June 14
  • 103. advertisers paying high prices is actually quite resource intensive and time consuming. At this stage, solving that production prob- lem requires increased payroll or production expense. That puts publishers in a situation where demand outpaces supply. “Currently there’s more demand for video impressions than The Times can supply,” New York Times President and CEO Mark Thompson told eMar- keter in a late 2013 interview. That’s not to say publishing companies like The Times aren’t hard at work increasing video supply. The Times doubled its video production staff to more than 50 people and is now pro- ducing an average of 300 videos a month, up 62 per cent from 2012. Another restraint on magazine video pro- duction is the lack of universal metrics for assessing reach, targeting, and performance. “Audience guarantees online were expected to be a game-changer for the ‘TV-ization’ of online video,” the “State of the Video Industry” study says. “Yet some 65 per cent of brands and 70 per cent of agencies say that existing measurement standards do not satisfy their need for audience guarantees.” One solution to the video production di- lemma could come from two unlikely sources: Twitter and Facebook. Or, more to the point: Vine and Instagram. Brands looking for alternatives to the stan- dard 30-second commercial see the six-second videos of Vine as both more intriguing than an image but tighter than a 30-second video. Vine was formed in June 2012, acquired by Twitter a mere four months later before it even launched. Vine officially launched in January 2013. It was an instant hit. By April, Vine was the most used video-sharing application in the market as well as the most downloaded free app in the iOS App Store. Initially aimed at giving people an enter- taining way to post short videos, Vine has been discovered by advertisers looking to do content marketing and brand promotion. The strangely addictive six-second loops meet the advertisers’ increasing awareness that the old 30-second advertisement format is intrusive and culturally out of date as users are more time-sensitive and less likely to give up 30 seconds of their lives to watch an ad. Six told Forbes. Another reason why brands are increasingly using the mini-video format is because of the community Vine has built . It is an “ecosystem where brands and consumers talk directly,” Spanish ad agency Territorio Creativo partner Kevin Sigliano told Forbes. Rather than risk getting it wrong, brands are hiring what are called “Vine-artists” in- stead of agencies to build the six-second videos. Not to be left out of the video marketing trend, Facebook’s Instagram began offering video functionality in June 2013. Founded in 2010, the photo-sharing service had grown explosively to 100 million users in April 2012 when Facebook purchased the company for US$1 billion. Today, Instagram claims to have 150 million users. Setting itself apart from Vine, Instagram’s video service allows videos up to 15-seconds. And, like with Vine, brands have leapt at the chance. Fully 40 per cent of the most-shared Insta- gram videos were created by brands, according to marketing technology company Unruly. In one month in late 2013, the total number of unique Instagram videos shared on Twitter was 176,016, which is equivalent to ten per cent of the unique YouTube videos shared on Twitter during the same period (1,871,530), according to Unruly. And nine out of ten of those videos were shared on Facebook, vastly increasing their potential reach. “New short-form content platforms such as Vine and Instagram are experiencing explo- sive growth,” Unruly managing director Phil Townend told Marketing Magazine. “By engaging consumers in their native environments across today’s complex and fragmented media landscape, and utilising the open web to amplify awareness of their content, brands can maximise the effective- ness of their content marketing strategies to drive sharing and ultimately increase their market share,” Townend said. “It’s remarkable that within just five months of launch, Instagram videos now account for almost ten per cent as many tweets as YouTube videos do. Smart marketers are no longer mea- suring success based on a YouTube view count and advertisers understand that it’s people first, platform second.” Morethan 188.2mAmericans watched 52.4bonline content videos last December Thenumberofvideoadviewsin Decembertotalled 35.2bup from 20 billion in June comScore Brands looking for alternatives to the standard 30-second commercial see the six-second videos of Vine as both more intriguing than an image but tighter than a 30-second video Why video advertisements work on mobile We all know what we do when an ad appears on our television screen. We do something else. We get up to get something to eat or drink, go to the bathroom, change channels, chat with a friend, or check email on our phone. Even on desktop computers, users can click on another tab or close the window. But mobile devices, deliver more engaged advertising video viewers because of the difficulty of opening another window and the fact that you’re holding it in your hand and are less likely to walk away from it. How much more? A YuMe-IPG Lab study found tablet video viewers are 26 per cent more likely to correctly recall a brand they saw advertised on their tablet compared to TV viewers. The study found that the majority of TV viewers multitask while watching, including having conversations, cleaning, cooking, reading email, surfing the web, or texting. For example, a third of television viewers admit that using their smartphones is their primary focus when watching television compared to only five per cent of tablet video viewers. The study established that tablet users are far less likely to multitask while using a tablet, and users do not use tablets to play video in the “background” as they do with their TV. Intriguingly, the only activity that more than 50 per cent of tablet users engage in while watching videos is eating. seconds of entertaining video? That they’ll do. Vine advertisements aren’t really advertise- ments, at least in the mind of Michael Litman, co-founderofVineBrandsOnVine,whichmon- itors the 30,000 brands on Vine. Vine ads are “brand blips”, he told Forbes. They are a strong medium for content marketing because they “[don’t]needtobe‘watched’tobeseen—there’s no decision-making process by the user.” Brand-produced Vines are tweeted on com- panies’ Twitter pages and then re-tweeted by fans and followers, creating a snowball effect. Unlike banner ads and traditional 30-second video ads, Vine delivers a “propagation value”, one of the major reason brands adopt Vine, ad agency Big Spaceship CEO Michael Lebowitz InnovationsinMagazinesMedia2014WorldReport Thursday, 5 June 14
  • 104. advertisers paying high prices is actually quite resource intensive and time consuming. At this stage, solving that production prob- lem requires increased payroll or production expense. That puts publishers in a situation where demand outpaces supply. “Currently there’s more demand for video impressions than The Times can supply,” New York Times President and CEO Mark Thompson told eMar- keter in a late 2013 interview. That’s not to say publishing companies like The Times aren’t hard at work increasing video supply. The Times doubled its video production staff to more than 50 people and is now pro- ducing an average of 300 videos a month, up 62 per cent from 2012. Another restraint on magazine video pro- duction is the lack of universal metrics for assessing reach, targeting, and performance. “Audience guarantees online were expected to be a game-changer for the ‘TV-ization’ of online video,” the “State of the Video Industry” study says. “Yet some 65 per cent of brands and 70 per cent of agencies say that existing measurement standards do not satisfy their need for audience guarantees.” One solution to the video production di- lemma could come from two unlikely sources: Twitter and Facebook. Or, more to the point: Vine and Instagram. Brands looking for alternatives to the stan- dard 30-second commercial see the six-second videos of Vine as both more intriguing than an image but tighter than a 30-second video. Vine was formed in June 2012, acquired by Twitter a mere four months later before it even launched. Vine officially launched in January 2013. It was an instant hit. By April, Vine was the most used video-sharing application in the market as well as the most downloaded free app in the iOS App Store. Initially aimed at giving people an enter- taining way to post short videos, Vine has been discovered by advertisers looking to do content marketing and brand promotion. The strangely addictive six-second loops meet the advertisers’ increasing awareness that the old 30-second advertisement format is intrusive and culturally out of date as users are more time-sensitive and less likely to give up 30 seconds of their lives to watch an ad. Six told Forbes. Another reason why brands are increasingly using the mini-video format is because of the community Vine has built . It is an “ecosystem where brands and consumers talk directly,” Spanish ad agency Territorio Creativo partner Kevin Sigliano told Forbes. Rather than risk getting it wrong, brands are hiring what are called “Vine-artists” in- stead of agencies to build the six-second videos. Not to be left out of the video marketing trend, Facebook’s Instagram began offering video functionality in June 2013. Founded in 2010, the photo-sharing service had grown explosively to 100 million users in April 2012 when Facebook purchased the company for US$1 billion. Today, Instagram claims to have 150 million users. Setting itself apart from Vine, Instagram’s video service allows videos up to 15-seconds. And, like with Vine, brands have leapt at the chance. Fully 40 per cent of the most-shared Insta- gram videos were created by brands, according to marketing technology company Unruly. In one month in late 2013, the total number of unique Instagram videos shared on Twitter was 176,016, which is equivalent to ten per cent of the unique YouTube videos shared on Twitter during the same period (1,871,530), according to Unruly. And nine out of ten of those videos were shared on Facebook, vastly increasing their potential reach. “New short-form content platforms such as Vine and Instagram are experiencing explo- sive growth,” Unruly managing director Phil Townend told Marketing Magazine. “By engaging consumers in their native environments across today’s complex and fragmented media landscape, and utilising the open web to amplify awareness of their content, brands can maximise the effective- ness of their content marketing strategies to drive sharing and ultimately increase their market share,” Townend said. “It’s remarkable that within just five months of launch, Instagram videos now account for almost ten per cent as many tweets as YouTube videos do. Smart marketers are no longer mea- suring success based on a YouTube view count and advertisers understand that it’s people first, platform second.” Morethan 188.2mAmericans watched 52.4bonline content videos last December Thenumberofvideoadviewsin Decembertotalled 35.2bup from 20 billion in June comScore Brands looking for alternatives to the standard 30-second commercial see the six-second videos of Vine as both more intriguing than an image but tighter than a 30-second video Why video advertisements work on mobile We all know what we do when an ad appears on our television screen. We do something else. We get up to get something to eat or drink, go to the bathroom, change channels, chat with a friend, or check email on our phone. Even on desktop computers, users can click on another tab or close the window. But mobile devices, deliver more engaged advertising video viewers because of the difficulty of opening another window and the fact that you’re holding it in your hand and are less likely to walk away from it. How much more? A YuMe-IPG Lab study found tablet video viewers are 26 per cent more likely to correctly recall a brand they saw advertised on their tablet compared to TV viewers. The study found that the majority of TV viewers multitask while watching, including having conversations, cleaning, cooking, reading email, surfing the web, or texting. For example, a third of television viewers admit that using their smartphones is their primary focus when watching television compared to only five per cent of tablet video viewers. The study established that tablet users are far less likely to multitask while using a tablet, and users do not use tablets to play video in the “background” as they do with their TV. Intriguingly, the only activity that more than 50 per cent of tablet users engage in while watching videos is eating. seconds of entertaining video? That they’ll do. Vine advertisements aren’t really advertise- ments, at least in the mind of Michael Litman, co-founderofVineBrandsOnVine,whichmon- itors the 30,000 brands on Vine. Vine ads are “brand blips”, he told Forbes. They are a strong medium for content marketing because they “[don’t]needtobe‘watched’tobeseen—there’s no decision-making process by the user.” Brand-produced Vines are tweeted on com- panies’ Twitter pages and then re-tweeted by fans and followers, creating a snowball effect. Unlike banner ads and traditional 30-second video ads, Vine delivers a “propagation value”, one of the major reason brands adopt Vine, ad agency Big Spaceship CEO Michael Lebowitz InnovationsinMagazinesMedia2014WorldReport And it’s working: 40% of the most- shared Instagram videos were created by brands — Marketing tech company Unruly Thursday, 5 June 14
  • 105. advertisers paying high prices is actually quite resource intensive and time consuming. At this stage, solving that production prob- lem requires increased payroll or production expense. That puts publishers in a situation where demand outpaces supply. “Currently there’s more demand for video impressions than The Times can supply,” New York Times President and CEO Mark Thompson told eMar- keter in a late 2013 interview. That’s not to say publishing companies like The Times aren’t hard at work increasing video supply. The Times doubled its video production staff to more than 50 people and is now pro- ducing an average of 300 videos a month, up 62 per cent from 2012. Another restraint on magazine video pro- duction is the lack of universal metrics for assessing reach, targeting, and performance. “Audience guarantees online were expected to be a game-changer for the ‘TV-ization’ of online video,” the “State of the Video Industry” study says. “Yet some 65 per cent of brands and 70 per cent of agencies say that existing measurement standards do not satisfy their need for audience guarantees.” One solution to the video production di- lemma could come from two unlikely sources: Twitter and Facebook. Or, more to the point: Vine and Instagram. Brands looking for alternatives to the stan- dard 30-second commercial see the six-second videos of Vine as both more intriguing than an image but tighter than a 30-second video. Vine was formed in June 2012, acquired by Twitter a mere four months later before it even launched. Vine officially launched in January 2013. It was an instant hit. By April, Vine was the most used video-sharing application in the market as well as the most downloaded free app in the iOS App Store. Initially aimed at giving people an enter- taining way to post short videos, Vine has been discovered by advertisers looking to do content marketing and brand promotion. The strangely addictive six-second loops meet the advertisers’ increasing awareness that the old 30-second advertisement format is intrusive and culturally out of date as users are more time-sensitive and less likely to give up 30 seconds of their lives to watch an ad. Six told Forbes. Another reason why brands are increasingly using the mini-video format is because of the community Vine has built . It is an “ecosystem where brands and consumers talk directly,” Spanish ad agency Territorio Creativo partner Kevin Sigliano told Forbes. Rather than risk getting it wrong, brands are hiring what are called “Vine-artists” in- stead of agencies to build the six-second videos. Not to be left out of the video marketing trend, Facebook’s Instagram began offering video functionality in June 2013. Founded in 2010, the photo-sharing service had grown explosively to 100 million users in April 2012 when Facebook purchased the company for US$1 billion. Today, Instagram claims to have 150 million users. Setting itself apart from Vine, Instagram’s video service allows videos up to 15-seconds. And, like with Vine, brands have leapt at the chance. Fully 40 per cent of the most-shared Insta- gram videos were created by brands, according to marketing technology company Unruly. In one month in late 2013, the total number of unique Instagram videos shared on Twitter was 176,016, which is equivalent to ten per cent of the unique YouTube videos shared on Twitter during the same period (1,871,530), according to Unruly. And nine out of ten of those videos were shared on Facebook, vastly increasing their potential reach. “New short-form content platforms such as Vine and Instagram are experiencing explo- sive growth,” Unruly managing director Phil Townend told Marketing Magazine. “By engaging consumers in their native environments across today’s complex and fragmented media landscape, and utilising the open web to amplify awareness of their content, brands can maximise the effective- ness of their content marketing strategies to drive sharing and ultimately increase their market share,” Townend said. “It’s remarkable that within just five months of launch, Instagram videos now account for almost ten per cent as many tweets as YouTube videos do. Smart marketers are no longer mea- suring success based on a YouTube view count and advertisers understand that it’s people first, platform second.” Morethan 188.2mAmericans watched 52.4bonline content videos last December Thenumberofvideoadviewsin Decembertotalled 35.2bup from 20 billion in June comScore Brands looking for alternatives to the standard 30-second commercial see the six-second videos of Vine as both more intriguing than an image but tighter than a 30-second video Why video advertisements work on mobile We all know what we do when an ad appears on our television screen. We do something else. We get up to get something to eat or drink, go to the bathroom, change channels, chat with a friend, or check email on our phone. Even on desktop computers, users can click on another tab or close the window. But mobile devices, deliver more engaged advertising video viewers because of the difficulty of opening another window and the fact that you’re holding it in your hand and are less likely to walk away from it. How much more? A YuMe-IPG Lab study found tablet video viewers are 26 per cent more likely to correctly recall a brand they saw advertised on their tablet compared to TV viewers. The study found that the majority of TV viewers multitask while watching, including having conversations, cleaning, cooking, reading email, surfing the web, or texting. For example, a third of television viewers admit that using their smartphones is their primary focus when watching television compared to only five per cent of tablet video viewers. The study established that tablet users are far less likely to multitask while using a tablet, and users do not use tablets to play video in the “background” as they do with their TV. Intriguingly, the only activity that more than 50 per cent of tablet users engage in while watching videos is eating. seconds of entertaining video? That they’ll do. Vine advertisements aren’t really advertise- ments, at least in the mind of Michael Litman, co-founderofVineBrandsOnVine,whichmon- itors the 30,000 brands on Vine. Vine ads are “brand blips”, he told Forbes. They are a strong medium for content marketing because they “[don’t]needtobe‘watched’tobeseen—there’s no decision-making process by the user.” Brand-produced Vines are tweeted on com- panies’ Twitter pages and then re-tweeted by fans and followers, creating a snowball effect. Unlike banner ads and traditional 30-second video ads, Vine delivers a “propagation value”, one of the major reason brands adopt Vine, ad agency Big Spaceship CEO Michael Lebowitz InnovationsinMagazinesMedia2014WorldReport Thursday, 5 June 14
  • 106. But the pioneers turned out to be com- pletely, totally, profitably sane. Not only that, Quartz may be blazing the trail that most other publishing companies should follow. On the one-year anniversary of the Quartz launch last fall, long-time French journalist and Guardian media columnist Frédéric Fil- loux wrote that Quartz is “smart, fun, witty, basic and sophisticated at the same time. Like Jony Ive design at Apple, its apparent simplic- ity is the combined product of deep thought and of a series of bold moves by its owner. From all standpoints, content, organisation or even business model, Quartz came up with innovations.” And indeed they did. From its mobile- focused, digital-only platforms and unique approach to advertising to its staffing, design, promotion, and delivery methodology, Quartz is the latest iteration in what could become the media model of the future. Aimingatthefronthalfofairplanes Its founders had a crystal-clear vision: Quartz would be a news outlet for business people operating in the new global economy built primarily for the devices closest at hand (tab- lets and mobile phones) with an intense focus on email and social media. “The editorial product is aimed at the front half of airplanes that crisscross from Zurich to São Paulo to Singapore, serving executives who are increasingly having similar conver- sations no matter where they land,” wrote David Carr in The New York Times. “It was built for tablets, conceived as a mobile product for mobile people.” Setting itself apart from the other finan- cial news services (Reuters, Bloomberg, Dow Jones), Quartz decided that while data are ubiquitous, intelligent, informed, provocative insights are a rare commodity. Quartz is “rooted in a set of defining ob- sessions: core topics and knotty questions of seismic importance to business profession- als,” Atlantic Group owner David Bradley told The New York Times. “Journalists in most news organisations have fixed ‘beats’: bond markets, personal technology, international trade, and so on,” the Quartz editors wrote. “At Quartz, we or- ganise ourselves around the seismic shifts that are changing the shape of the global economy. We call these topics our ‘obsessions,’ and they evolve over time.” “Any good blog or magazine has defining obsessions, and we’ll structure around the ones that we think smart, globally minded people will be interested in,” editor in chief Kevin Delaney told The New York Times. When Quartz began, the 10 obsessions at the top of the home page included: The Fiscal Cliff, Low Interest Rates, Modern States, The Next Crisis, China Slowdown, Startups, and Consumer Class. In January of 2014, the ob- sessions included: Davos, The Sea, The Mobile P Quartz rocks the boat Is Atlantic Media’s new digital-only, mobile-centric service the model for future publishing? Kyle Hardy ioneers are almost always branded as crack- pots. Oratleasttheirgrasponrealityisquestioned and their chances of success pooh-poohed. Were it not for Atlantic Media’s stunning string of recent successes (TheAtlantic.com, Atlantic Wire, Atlantic Cities), the launch of Quartz in the fall of 2012 as a digital-only, tab- let-focused product with high-priced talent, no app, and limited ad inventory would have been roundly ridiculed. Nonetheless, before the launch, doubters were still out in full force. “I’m not buying the pre-launch hype,” wrote Paul Raeburn for the Knight Science Journalism Program at MIT website. The site’s “ad-funded strategy remains dicey” headlined a Guardian preview. In a pre-launch interview with AdWeek, Econ- omist Group’s managing director Paul Rossi said he didn’t see advertisers increasing their advertising budgets and added that “there’s a portfolio of failed companies” in the startup world. The International Business Times was curt: “Quartz faces steep competition and the uncertain world of online advertising.” “Sending quality content into users’ inboxes is one of the most effective mobile strategies possible.” Kevin Delaney Editor-in-chief, Quartz InnovationsinMagazinesMedia2014WorldReport Thursday, 5 June 14
  • 107. But the pioneers turned out to be com- pletely, totally, profitably sane. Not only that, Quartz may be blazing the trail that most other publishing companies should follow. On the one-year anniversary of the Quartz launch last fall, long-time French journalist and Guardian media columnist Frédéric Fil- loux wrote that Quartz is “smart, fun, witty, basic and sophisticated at the same time. Like Jony Ive design at Apple, its apparent simplic- ity is the combined product of deep thought and of a series of bold moves by its owner. From all standpoints, content, organisation or even business model, Quartz came up with innovations.” And indeed they did. From its mobile- focused, digital-only platforms and unique approach to advertising to its staffing, design, promotion, and delivery methodology, Quartz is the latest iteration in what could become the media model of the future. Aimingatthefronthalfofairplanes Its founders had a crystal-clear vision: Quartz would be a news outlet for business people operating in the new global economy built primarily for the devices closest at hand (tab- lets and mobile phones) with an intense focus on email and social media. “The editorial product is aimed at the front half of airplanes that crisscross from Zurich to São Paulo to Singapore, serving executives who are increasingly having similar conver- sations no matter where they land,” wrote David Carr in The New York Times. “It was built for tablets, conceived as a mobile product for mobile people.” Setting itself apart from the other finan- cial news services (Reuters, Bloomberg, Dow Jones), Quartz decided that while data are ubiquitous, intelligent, informed, provocative insights are a rare commodity. Quartz is “rooted in a set of defining ob- sessions: core topics and knotty questions of seismic importance to business profession- als,” Atlantic Group owner David Bradley told The New York Times. “Journalists in most news organisations have fixed ‘beats’: bond markets, personal technology, international trade, and so on,” the Quartz editors wrote. “At Quartz, we or- ganise ourselves around the seismic shifts that are changing the shape of the global economy. We call these topics our ‘obsessions,’ and they evolve over time.” “Any good blog or magazine has defining obsessions, and we’ll structure around the ones that we think smart, globally minded people will be interested in,” editor in chief Kevin Delaney told The New York Times. When Quartz began, the 10 obsessions at the top of the home page included: The Fiscal Cliff, Low Interest Rates, Modern States, The Next Crisis, China Slowdown, Startups, and Consumer Class. In January of 2014, the ob- sessions included: Davos, The Sea, The Mobile P Quartz rocks the boat Is Atlantic Media’s new digital-only, mobile-centric service the model for future publishing? Kyle Hardy ioneers are almost always branded as crack- pots. Oratleasttheirgrasponrealityisquestioned and their chances of success pooh-poohed. Were it not for Atlantic Media’s stunning string of recent successes (TheAtlantic.com, Atlantic Wire, Atlantic Cities), the launch of Quartz in the fall of 2012 as a digital-only, tab- let-focused product with high-priced talent, no app, and limited ad inventory would have been roundly ridiculed. Nonetheless, before the launch, doubters were still out in full force. “I’m not buying the pre-launch hype,” wrote Paul Raeburn for the Knight Science Journalism Program at MIT website. The site’s “ad-funded strategy remains dicey” headlined a Guardian preview. In a pre-launch interview with AdWeek, Econ- omist Group’s managing director Paul Rossi said he didn’t see advertisers increasing their advertising budgets and added that “there’s a portfolio of failed companies” in the startup world. The International Business Times was curt: “Quartz faces steep competition and the uncertain world of online advertising.” “Sending quality content into users’ inboxes is one of the most effective mobile strategies possible.” Kevin Delaney Editor-in-chief, Quartz InnovationsinMagazinesMedia2014WorldReport The organizing principles are not traditional news categories but timely “obsessions” that change with the times, such as China’s Transition, Digital Money, Energy Shocks, Davos, The Cloud… Thursday, 5 June 14
  • 108. But the pioneers turned out to be com- pletely, totally, profitably sane. Not only that, Quartz may be blazing the trail that most other publishing companies should follow. On the one-year anniversary of the Quartz launch last fall, long-time French journalist and Guardian media columnist Frédéric Fil- loux wrote that Quartz is “smart, fun, witty, basic and sophisticated at the same time. Like Jony Ive design at Apple, its apparent simplic- ity is the combined product of deep thought and of a series of bold moves by its owner. From all standpoints, content, organisation or even business model, Quartz came up with innovations.” And indeed they did. From its mobile- focused, digital-only platforms and unique approach to advertising to its staffing, design, promotion, and delivery methodology, Quartz is the latest iteration in what could become the media model of the future. Aimingatthefronthalfofairplanes Its founders had a crystal-clear vision: Quartz would be a news outlet for business people operating in the new global economy built primarily for the devices closest at hand (tab- lets and mobile phones) with an intense focus on email and social media. “The editorial product is aimed at the front half of airplanes that crisscross from Zurich to São Paulo to Singapore, serving executives who are increasingly having similar conver- sations no matter where they land,” wrote David Carr in The New York Times. “It was built for tablets, conceived as a mobile product for mobile people.” Setting itself apart from the other finan- cial news services (Reuters, Bloomberg, Dow Jones), Quartz decided that while data are ubiquitous, intelligent, informed, provocative insights are a rare commodity. Quartz is “rooted in a set of defining ob- sessions: core topics and knotty questions of seismic importance to business profession- als,” Atlantic Group owner David Bradley told The New York Times. “Journalists in most news organisations have fixed ‘beats’: bond markets, personal technology, international trade, and so on,” the Quartz editors wrote. “At Quartz, we or- ganise ourselves around the seismic shifts that are changing the shape of the global economy. We call these topics our ‘obsessions,’ and they evolve over time.” “Any good blog or magazine has defining obsessions, and we’ll structure around the ones that we think smart, globally minded people will be interested in,” editor in chief Kevin Delaney told The New York Times. When Quartz began, the 10 obsessions at the top of the home page included: The Fiscal Cliff, Low Interest Rates, Modern States, The Next Crisis, China Slowdown, Startups, and Consumer Class. In January of 2014, the ob- sessions included: Davos, The Sea, The Mobile P Quartz rocks the boat Is Atlantic Media’s new digital-only, mobile-centric service the model for future publishing? Kyle Hardy ioneers are almost always branded as crack- pots. Oratleasttheirgrasponrealityisquestioned and their chances of success pooh-poohed. Were it not for Atlantic Media’s stunning string of recent successes (TheAtlantic.com, Atlantic Wire, Atlantic Cities), the launch of Quartz in the fall of 2012 as a digital-only, tab- let-focused product with high-priced talent, no app, and limited ad inventory would have been roundly ridiculed. Nonetheless, before the launch, doubters were still out in full force. “I’m not buying the pre-launch hype,” wrote Paul Raeburn for the Knight Science Journalism Program at MIT website. The site’s “ad-funded strategy remains dicey” headlined a Guardian preview. In a pre-launch interview with AdWeek, Econ- omist Group’s managing director Paul Rossi said he didn’t see advertisers increasing their advertising budgets and added that “there’s a portfolio of failed companies” in the startup world. The International Business Times was curt: “Quartz faces steep competition and the uncertain world of online advertising.” “Sending quality content into users’ inboxes is one of the most effective mobile strategies possible.” Kevin Delaney Editor-in-chief, Quartz InnovationsinMagazinesMedia2014WorldReport Thursday, 5 June 14
  • 109. But the pioneers turned out to be com- pletely, totally, profitably sane. Not only that, Quartz may be blazing the trail that most other publishing companies should follow. On the one-year anniversary of the Quartz launch last fall, long-time French journalist and Guardian media columnist Frédéric Fil- loux wrote that Quartz is “smart, fun, witty, basic and sophisticated at the same time. Like Jony Ive design at Apple, its apparent simplic- ity is the combined product of deep thought and of a series of bold moves by its owner. From all standpoints, content, organisation or even business model, Quartz came up with innovations.” And indeed they did. From its mobile- focused, digital-only platforms and unique approach to advertising to its staffing, design, promotion, and delivery methodology, Quartz is the latest iteration in what could become the media model of the future. Aimingatthefronthalfofairplanes Its founders had a crystal-clear vision: Quartz would be a news outlet for business people operating in the new global economy built primarily for the devices closest at hand (tab- lets and mobile phones) with an intense focus on email and social media. “The editorial product is aimed at the front half of airplanes that crisscross from Zurich to São Paulo to Singapore, serving executives who are increasingly having similar conver- sations no matter where they land,” wrote David Carr in The New York Times. “It was built for tablets, conceived as a mobile product for mobile people.” Setting itself apart from the other finan- cial news services (Reuters, Bloomberg, Dow Jones), Quartz decided that while data are ubiquitous, intelligent, informed, provocative insights are a rare commodity. Quartz is “rooted in a set of defining ob- sessions: core topics and knotty questions of seismic importance to business profession- als,” Atlantic Group owner David Bradley told The New York Times. “Journalists in most news organisations have fixed ‘beats’: bond markets, personal technology, international trade, and so on,” the Quartz editors wrote. “At Quartz, we or- ganise ourselves around the seismic shifts that are changing the shape of the global economy. We call these topics our ‘obsessions,’ and they evolve over time.” “Any good blog or magazine has defining obsessions, and we’ll structure around the ones that we think smart, globally minded people will be interested in,” editor in chief Kevin Delaney told The New York Times. When Quartz began, the 10 obsessions at the top of the home page included: The Fiscal Cliff, Low Interest Rates, Modern States, The Next Crisis, China Slowdown, Startups, and Consumer Class. In January of 2014, the ob- sessions included: Davos, The Sea, The Mobile P Quartz rocks the boat Is Atlantic Media’s new digital-only, mobile-centric service the model for future publishing? Kyle Hardy ioneers are almost always branded as crack- pots. Oratleasttheirgrasponrealityisquestioned and their chances of success pooh-poohed. Were it not for Atlantic Media’s stunning string of recent successes (TheAtlantic.com, Atlantic Wire, Atlantic Cities), the launch of Quartz in the fall of 2012 as a digital-only, tab- let-focused product with high-priced talent, no app, and limited ad inventory would have been roundly ridiculed. Nonetheless, before the launch, doubters were still out in full force. “I’m not buying the pre-launch hype,” wrote Paul Raeburn for the Knight Science Journalism Program at MIT website. The site’s “ad-funded strategy remains dicey” headlined a Guardian preview. In a pre-launch interview with AdWeek, Econ- omist Group’s managing director Paul Rossi said he didn’t see advertisers increasing their advertising budgets and added that “there’s a portfolio of failed companies” in the startup world. The International Business Times was curt: “Quartz faces steep competition and the uncertain world of online advertising.” “Sending quality content into users’ inboxes is one of the most effective mobile strategies possible.” Kevin Delaney Editor-in-chief, Quartz InnovationsinMagazinesMedia2014WorldReport Mobile-focused, digital-only, limited ad inventory product built for tablets and cell phones in the hands of those in the first class seats of airplanes crisscrossing the globe Thursday, 5 June 14
  • 110. But the pioneers turned out to be com- pletely, totally, profitably sane. Not only that, Quartz may be blazing the trail that most other publishing companies should follow. On the one-year anniversary of the Quartz launch last fall, long-time French journalist and Guardian media columnist Frédéric Fil- loux wrote that Quartz is “smart, fun, witty, basic and sophisticated at the same time. Like Jony Ive design at Apple, its apparent simplic- ity is the combined product of deep thought and of a series of bold moves by its owner. From all standpoints, content, organisation or even business model, Quartz came up with innovations.” And indeed they did. From its mobile- focused, digital-only platforms and unique approach to advertising to its staffing, design, promotion, and delivery methodology, Quartz is the latest iteration in what could become the media model of the future. Aimingatthefronthalfofairplanes Its founders had a crystal-clear vision: Quartz would be a news outlet for business people operating in the new global economy built primarily for the devices closest at hand (tab- lets and mobile phones) with an intense focus on email and social media. “The editorial product is aimed at the front half of airplanes that crisscross from Zurich to São Paulo to Singapore, serving executives who are increasingly having similar conver- sations no matter where they land,” wrote David Carr in The New York Times. “It was built for tablets, conceived as a mobile product for mobile people.” Setting itself apart from the other finan- cial news services (Reuters, Bloomberg, Dow Jones), Quartz decided that while data are ubiquitous, intelligent, informed, provocative insights are a rare commodity. Quartz is “rooted in a set of defining ob- sessions: core topics and knotty questions of seismic importance to business profession- als,” Atlantic Group owner David Bradley told The New York Times. “Journalists in most news organisations have fixed ‘beats’: bond markets, personal technology, international trade, and so on,” the Quartz editors wrote. “At Quartz, we or- ganise ourselves around the seismic shifts that are changing the shape of the global economy. We call these topics our ‘obsessions,’ and they evolve over time.” “Any good blog or magazine has defining obsessions, and we’ll structure around the ones that we think smart, globally minded people will be interested in,” editor in chief Kevin Delaney told The New York Times. When Quartz began, the 10 obsessions at the top of the home page included: The Fiscal Cliff, Low Interest Rates, Modern States, The Next Crisis, China Slowdown, Startups, and Consumer Class. In January of 2014, the ob- sessions included: Davos, The Sea, The Mobile P Quartz rocks the boat Is Atlantic Media’s new digital-only, mobile-centric service the model for future publishing? Kyle Hardy ioneers are almost always branded as crack- pots. Oratleasttheirgrasponrealityisquestioned and their chances of success pooh-poohed. Were it not for Atlantic Media’s stunning string of recent successes (TheAtlantic.com, Atlantic Wire, Atlantic Cities), the launch of Quartz in the fall of 2012 as a digital-only, tab- let-focused product with high-priced talent, no app, and limited ad inventory would have been roundly ridiculed. Nonetheless, before the launch, doubters were still out in full force. “I’m not buying the pre-launch hype,” wrote Paul Raeburn for the Knight Science Journalism Program at MIT website. The site’s “ad-funded strategy remains dicey” headlined a Guardian preview. In a pre-launch interview with AdWeek, Econ- omist Group’s managing director Paul Rossi said he didn’t see advertisers increasing their advertising budgets and added that “there’s a portfolio of failed companies” in the startup world. The International Business Times was curt: “Quartz faces steep competition and the uncertain world of online advertising.” “Sending quality content into users’ inboxes is one of the most effective mobile strategies possible.” Kevin Delaney Editor-in-chief, Quartz InnovationsinMagazinesMedia2014WorldReport Thursday, 5 June 14
  • 111. But the pioneers turned out to be com- pletely, totally, profitably sane. Not only that, Quartz may be blazing the trail that most other publishing companies should follow. On the one-year anniversary of the Quartz launch last fall, long-time French journalist and Guardian media columnist Frédéric Fil- loux wrote that Quartz is “smart, fun, witty, basic and sophisticated at the same time. Like Jony Ive design at Apple, its apparent simplic- ity is the combined product of deep thought and of a series of bold moves by its owner. From all standpoints, content, organisation or even business model, Quartz came up with innovations.” And indeed they did. From its mobile- focused, digital-only platforms and unique approach to advertising to its staffing, design, promotion, and delivery methodology, Quartz is the latest iteration in what could become the media model of the future. Aimingatthefronthalfofairplanes Its founders had a crystal-clear vision: Quartz would be a news outlet for business people operating in the new global economy built primarily for the devices closest at hand (tab- lets and mobile phones) with an intense focus on email and social media. “The editorial product is aimed at the front half of airplanes that crisscross from Zurich to São Paulo to Singapore, serving executives who are increasingly having similar conver- sations no matter where they land,” wrote David Carr in The New York Times. “It was built for tablets, conceived as a mobile product for mobile people.” Setting itself apart from the other finan- cial news services (Reuters, Bloomberg, Dow Jones), Quartz decided that while data are ubiquitous, intelligent, informed, provocative insights are a rare commodity. Quartz is “rooted in a set of defining ob- sessions: core topics and knotty questions of seismic importance to business profession- als,” Atlantic Group owner David Bradley told The New York Times. “Journalists in most news organisations have fixed ‘beats’: bond markets, personal technology, international trade, and so on,” the Quartz editors wrote. “At Quartz, we or- ganise ourselves around the seismic shifts that are changing the shape of the global economy. We call these topics our ‘obsessions,’ and they evolve over time.” “Any good blog or magazine has defining obsessions, and we’ll structure around the ones that we think smart, globally minded people will be interested in,” editor in chief Kevin Delaney told The New York Times. When Quartz began, the 10 obsessions at the top of the home page included: The Fiscal Cliff, Low Interest Rates, Modern States, The Next Crisis, China Slowdown, Startups, and Consumer Class. In January of 2014, the ob- sessions included: Davos, The Sea, The Mobile P Quartz rocks the boat Is Atlantic Media’s new digital-only, mobile-centric service the model for future publishing? Kyle Hardy ioneers are almost always branded as crack- pots. Oratleasttheirgrasponrealityisquestioned and their chances of success pooh-poohed. Were it not for Atlantic Media’s stunning string of recent successes (TheAtlantic.com, Atlantic Wire, Atlantic Cities), the launch of Quartz in the fall of 2012 as a digital-only, tab- let-focused product with high-priced talent, no app, and limited ad inventory would have been roundly ridiculed. Nonetheless, before the launch, doubters were still out in full force. “I’m not buying the pre-launch hype,” wrote Paul Raeburn for the Knight Science Journalism Program at MIT website. The site’s “ad-funded strategy remains dicey” headlined a Guardian preview. In a pre-launch interview with AdWeek, Econ- omist Group’s managing director Paul Rossi said he didn’t see advertisers increasing their advertising budgets and added that “there’s a portfolio of failed companies” in the startup world. The International Business Times was curt: “Quartz faces steep competition and the uncertain world of online advertising.” “Sending quality content into users’ inboxes is one of the most effective mobile strategies possible.” Kevin Delaney Editor-in-chief, Quartz InnovationsinMagazinesMedia2014WorldReport Print was never an option: “Digital trumps print, and pure digital, without any legacy costs, massively trumps print” — Atlantic Group owner David Bradley Thursday, 5 June 14
  • 112. But the pioneers turned out to be com- pletely, totally, profitably sane. Not only that, Quartz may be blazing the trail that most other publishing companies should follow. On the one-year anniversary of the Quartz launch last fall, long-time French journalist and Guardian media columnist Frédéric Fil- loux wrote that Quartz is “smart, fun, witty, basic and sophisticated at the same time. Like Jony Ive design at Apple, its apparent simplic- ity is the combined product of deep thought and of a series of bold moves by its owner. From all standpoints, content, organisation or even business model, Quartz came up with innovations.” And indeed they did. From its mobile- focused, digital-only platforms and unique approach to advertising to its staffing, design, promotion, and delivery methodology, Quartz is the latest iteration in what could become the media model of the future. Aimingatthefronthalfofairplanes Its founders had a crystal-clear vision: Quartz would be a news outlet for business people operating in the new global economy built primarily for the devices closest at hand (tab- lets and mobile phones) with an intense focus on email and social media. “The editorial product is aimed at the front half of airplanes that crisscross from Zurich to São Paulo to Singapore, serving executives who are increasingly having similar conver- sations no matter where they land,” wrote David Carr in The New York Times. “It was built for tablets, conceived as a mobile product for mobile people.” Setting itself apart from the other finan- cial news services (Reuters, Bloomberg, Dow Jones), Quartz decided that while data are ubiquitous, intelligent, informed, provocative insights are a rare commodity. Quartz is “rooted in a set of defining ob- sessions: core topics and knotty questions of seismic importance to business profession- als,” Atlantic Group owner David Bradley told The New York Times. “Journalists in most news organisations have fixed ‘beats’: bond markets, personal technology, international trade, and so on,” the Quartz editors wrote. “At Quartz, we or- ganise ourselves around the seismic shifts that are changing the shape of the global economy. We call these topics our ‘obsessions,’ and they evolve over time.” “Any good blog or magazine has defining obsessions, and we’ll structure around the ones that we think smart, globally minded people will be interested in,” editor in chief Kevin Delaney told The New York Times. When Quartz began, the 10 obsessions at the top of the home page included: The Fiscal Cliff, Low Interest Rates, Modern States, The Next Crisis, China Slowdown, Startups, and Consumer Class. In January of 2014, the ob- sessions included: Davos, The Sea, The Mobile P Quartz rocks the boat Is Atlantic Media’s new digital-only, mobile-centric service the model for future publishing? Kyle Hardy ioneers are almost always branded as crack- pots. Oratleasttheirgrasponrealityisquestioned and their chances of success pooh-poohed. Were it not for Atlantic Media’s stunning string of recent successes (TheAtlantic.com, Atlantic Wire, Atlantic Cities), the launch of Quartz in the fall of 2012 as a digital-only, tab- let-focused product with high-priced talent, no app, and limited ad inventory would have been roundly ridiculed. Nonetheless, before the launch, doubters were still out in full force. “I’m not buying the pre-launch hype,” wrote Paul Raeburn for the Knight Science Journalism Program at MIT website. The site’s “ad-funded strategy remains dicey” headlined a Guardian preview. In a pre-launch interview with AdWeek, Econ- omist Group’s managing director Paul Rossi said he didn’t see advertisers increasing their advertising budgets and added that “there’s a portfolio of failed companies” in the startup world. The International Business Times was curt: “Quartz faces steep competition and the uncertain world of online advertising.” “Sending quality content into users’ inboxes is one of the most effective mobile strategies possible.” Kevin Delaney Editor-in-chief, Quartz InnovationsinMagazinesMedia2014WorldReport Thursday, 5 June 14
  • 113. But the pioneers turned out to be com- pletely, totally, profitably sane. Not only that, Quartz may be blazing the trail that most other publishing companies should follow. On the one-year anniversary of the Quartz launch last fall, long-time French journalist and Guardian media columnist Frédéric Fil- loux wrote that Quartz is “smart, fun, witty, basic and sophisticated at the same time. Like Jony Ive design at Apple, its apparent simplic- ity is the combined product of deep thought and of a series of bold moves by its owner. From all standpoints, content, organisation or even business model, Quartz came up with innovations.” And indeed they did. From its mobile- focused, digital-only platforms and unique approach to advertising to its staffing, design, promotion, and delivery methodology, Quartz is the latest iteration in what could become the media model of the future. Aimingatthefronthalfofairplanes Its founders had a crystal-clear vision: Quartz would be a news outlet for business people operating in the new global economy built primarily for the devices closest at hand (tab- lets and mobile phones) with an intense focus on email and social media. “The editorial product is aimed at the front half of airplanes that crisscross from Zurich to São Paulo to Singapore, serving executives who are increasingly having similar conver- sations no matter where they land,” wrote David Carr in The New York Times. “It was built for tablets, conceived as a mobile product for mobile people.” Setting itself apart from the other finan- cial news services (Reuters, Bloomberg, Dow Jones), Quartz decided that while data are ubiquitous, intelligent, informed, provocative insights are a rare commodity. Quartz is “rooted in a set of defining ob- sessions: core topics and knotty questions of seismic importance to business profession- als,” Atlantic Group owner David Bradley told The New York Times. “Journalists in most news organisations have fixed ‘beats’: bond markets, personal technology, international trade, and so on,” the Quartz editors wrote. “At Quartz, we or- ganise ourselves around the seismic shifts that are changing the shape of the global economy. We call these topics our ‘obsessions,’ and they evolve over time.” “Any good blog or magazine has defining obsessions, and we’ll structure around the ones that we think smart, globally minded people will be interested in,” editor in chief Kevin Delaney told The New York Times. When Quartz began, the 10 obsessions at the top of the home page included: The Fiscal Cliff, Low Interest Rates, Modern States, The Next Crisis, China Slowdown, Startups, and Consumer Class. In January of 2014, the ob- sessions included: Davos, The Sea, The Mobile P Quartz rocks the boat Is Atlantic Media’s new digital-only, mobile-centric service the model for future publishing? Kyle Hardy ioneers are almost always branded as crack- pots. Oratleasttheirgrasponrealityisquestioned and their chances of success pooh-poohed. Were it not for Atlantic Media’s stunning string of recent successes (TheAtlantic.com, Atlantic Wire, Atlantic Cities), the launch of Quartz in the fall of 2012 as a digital-only, tab- let-focused product with high-priced talent, no app, and limited ad inventory would have been roundly ridiculed. Nonetheless, before the launch, doubters were still out in full force. “I’m not buying the pre-launch hype,” wrote Paul Raeburn for the Knight Science Journalism Program at MIT website. The site’s “ad-funded strategy remains dicey” headlined a Guardian preview. In a pre-launch interview with AdWeek, Econ- omist Group’s managing director Paul Rossi said he didn’t see advertisers increasing their advertising budgets and added that “there’s a portfolio of failed companies” in the startup world. The International Business Times was curt: “Quartz faces steep competition and the uncertain world of online advertising.” “Sending quality content into users’ inboxes is one of the most effective mobile strategies possible.” Kevin Delaney Editor-in-chief, Quartz InnovationsinMagazinesMedia2014WorldReport Design begins with the tablet, then smartphones, and finally desktops, using responsive design so it looks great everywhere Thursday, 5 June 14
  • 114. But the pioneers turned out to be com- pletely, totally, profitably sane. Not only that, Quartz may be blazing the trail that most other publishing companies should follow. On the one-year anniversary of the Quartz launch last fall, long-time French journalist and Guardian media columnist Frédéric Fil- loux wrote that Quartz is “smart, fun, witty, basic and sophisticated at the same time. Like Jony Ive design at Apple, its apparent simplic- ity is the combined product of deep thought and of a series of bold moves by its owner. From all standpoints, content, organisation or even business model, Quartz came up with innovations.” And indeed they did. From its mobile- focused, digital-only platforms and unique approach to advertising to its staffing, design, promotion, and delivery methodology, Quartz is the latest iteration in what could become the media model of the future. Aimingatthefronthalfofairplanes Its founders had a crystal-clear vision: Quartz would be a news outlet for business people operating in the new global economy built primarily for the devices closest at hand (tab- lets and mobile phones) with an intense focus on email and social media. “The editorial product is aimed at the front half of airplanes that crisscross from Zurich to São Paulo to Singapore, serving executives who are increasingly having similar conver- sations no matter where they land,” wrote David Carr in The New York Times. “It was built for tablets, conceived as a mobile product for mobile people.” Setting itself apart from the other finan- cial news services (Reuters, Bloomberg, Dow Jones), Quartz decided that while data are ubiquitous, intelligent, informed, provocative insights are a rare commodity. Quartz is “rooted in a set of defining ob- sessions: core topics and knotty questions of seismic importance to business profession- als,” Atlantic Group owner David Bradley told The New York Times. “Journalists in most news organisations have fixed ‘beats’: bond markets, personal technology, international trade, and so on,” the Quartz editors wrote. “At Quartz, we or- ganise ourselves around the seismic shifts that are changing the shape of the global economy. We call these topics our ‘obsessions,’ and they evolve over time.” “Any good blog or magazine has defining obsessions, and we’ll structure around the ones that we think smart, globally minded people will be interested in,” editor in chief Kevin Delaney told The New York Times. When Quartz began, the 10 obsessions at the top of the home page included: The Fiscal Cliff, Low Interest Rates, Modern States, The Next Crisis, China Slowdown, Startups, and Consumer Class. In January of 2014, the ob- sessions included: Davos, The Sea, The Mobile P Quartz rocks the boat Is Atlantic Media’s new digital-only, mobile-centric service the model for future publishing? Kyle Hardy ioneers are almost always branded as crack- pots. Oratleasttheirgrasponrealityisquestioned and their chances of success pooh-poohed. Were it not for Atlantic Media’s stunning string of recent successes (TheAtlantic.com, Atlantic Wire, Atlantic Cities), the launch of Quartz in the fall of 2012 as a digital-only, tab- let-focused product with high-priced talent, no app, and limited ad inventory would have been roundly ridiculed. Nonetheless, before the launch, doubters were still out in full force. “I’m not buying the pre-launch hype,” wrote Paul Raeburn for the Knight Science Journalism Program at MIT website. The site’s “ad-funded strategy remains dicey” headlined a Guardian preview. In a pre-launch interview with AdWeek, Econ- omist Group’s managing director Paul Rossi said he didn’t see advertisers increasing their advertising budgets and added that “there’s a portfolio of failed companies” in the startup world. The International Business Times was curt: “Quartz faces steep competition and the uncertain world of online advertising.” “Sending quality content into users’ inboxes is one of the most effective mobile strategies possible.” Kevin Delaney Editor-in-chief, Quartz InnovationsinMagazinesMedia2014WorldReport Thursday, 5 June 14
  • 115. letter (and the subsequent sharing of sto- ries by the e-newsletter recipients) to grow “earned” traffic. Called the Quartz Daily Brief, it goes out each morning (actually three times a day so readers get it in the morning wher- ever they are — 6am in London, Hong Kong, and New York City). “Email is kind of the original social media, right?” senior editor Zach Seward told email service provider MailChimp in a blog inter- view. “It’s how people share the most import- ant things with their most important con- tacts. As people spend more time on phones, email will only become more important. It’s a good way to stay in touch with our most loyal readers when people are consuming a wider array of sources and are less likely to visit homepages.” “Publishers have old email templates that force you to pinch, zoom, and scroll to read them on a smartphone,” Seward added. Quartz uses responsive design so the content, including images, looks great on everywhere. “Sending quality content into users’ inbox- es is one of the most effective mobile strategies possible,” Delaney told Folio magazine. The email delivery of content not only gets the Quartz content directly into the hands of readers but also yields an extremely valuable result: precise analysis of what’s working (and not) with individual readers and, taken to- gether, different types of readers. Quartz editors pore over the results, learn- ing from which stories get clicks, and which don’t. “We look at that pretty closely,” Zach said. “We see that people don’t much click on links in the first half of the email, which makes sense since those are part of pretty concise news summaries. But they click a lot on the links to opinion pieces and ‘random discoveries’ that we include in the second half of the email, which also makes sense. Sometimes we notice a particular link is re- ally popular among our readers and assign a follow-up story for Quartz based on that. So there’s a feedback loop in the click data.” As a result of paying close attention to read- er behaviour, publishing compelling stories that invite sharing, and encouraging social sharing of its content, Quartz is in the “sweet spot” of digital publishing: great volumes of “earned” traffic. Between 85-90 per cent of Quartz traf- fic is “earned”, with social referrals making up 50 per cent of the total traffic, according to Delaney. Readers are no longer coming through the front door (the home page). By comparison, on legacy media sites, as much as 40-50 per cent of the traffic is through the home page, with only five per cent coming via social traffic. One of the biggest criticisms of Quartz before it launched was the company’s plan to eschew not only banner advertising but also a paywall, choosing to rely completely on contextual or native advertising. But the critics were quickly quieted when Quartz debuted in September 2012 with four high-caliber brands — Chevron, Boeing, Cred- it Suisse, and Cadillac — who bought out the entire inventory for the rest of the year. Today, Quartz has more than 20 advertisers of the same caliber, and is reported to be close to break-even ahead of schedule. While no one at Quartz has revealed any financial data, the word in the advertising community is that the CPMs for Quartz cam- paigns are as much as ten times higher than banner ads. Because Quartz limited its ad inventory, there is a concern that once the inventory is sold, revenue is capped, outside of rate increases. So lately, Quartz started “Quartz Live,” its first foray into the event business that its parent company already does so well. For a new venture that was considered risky, it’s been wildly successful. One good indicator? The critics have disappeared. “It’s such a privilege, to be inside our readers’ inboxes each morning.” Zach Seward Senior editor Web, Energy Shocks, Digital Money, The Euro Crunch, China’s Transition, The Future of Fi- nance, The Cloud, and How We Buy. How Quartz stories are developed, created and delivered also breaks the mould. Most of the 25 journalists on the staff of 50 are experienced professionals drawn from tra- ditional brands. But there’s nothing traditional about how they approach their jobs. According to Delaney, the writers actual- ly deliver complete content packages them- selves, including photos (from services like AP or Getty or from Creative Commons sources) already cropped with captions, headlines, subheads, links, even infographics (made easy to create by ChartBuilder, an open-source program designed by one of the Quartz tech- nologists and made available to publications worldwide). Many decisions, including final headlines, are often handled by quick, col- laborative team chats. “Our staff is slightly younger than the average newsroom, and it is steeped in the notion of entrepreneurial journalism,” Del- aney told The Guardian. Print was never an option. “It’s become very, very clear to me that digital trumps print, and that pure digital, without any leg- acy costs, massively trumps print,” Bradley told The New York Times. “Our design began with the iPad foremost in mind, and we modified it from there to suit smartphones and, finally, personal comput- ers,” the company announced. “Your experi- ence with Quartz should befit the hardware you visit us with and shift as seamlessly as you do from phone to tablet to laptop and back again. Call us a website or, if you like, a web app: Quartz combines the benefits of the free and open web with the elegance of an application.” Quartz relies intensely on its daily e-news- InnovationsinMagazinesMedia2014WorldReport Thursday, 5 June 14
  • 116. letter (and the subsequent sharing of sto- ries by the e-newsletter recipients) to grow “earned” traffic. Called the Quartz Daily Brief, it goes out each morning (actually three times a day so readers get it in the morning wher- ever they are — 6am in London, Hong Kong, and New York City). “Email is kind of the original social media, right?” senior editor Zach Seward told email service provider MailChimp in a blog inter- view. “It’s how people share the most import- ant things with their most important con- tacts. As people spend more time on phones, email will only become more important. It’s a good way to stay in touch with our most loyal readers when people are consuming a wider array of sources and are less likely to visit homepages.” “Publishers have old email templates that force you to pinch, zoom, and scroll to read them on a smartphone,” Seward added. Quartz uses responsive design so the content, including images, looks great on everywhere. “Sending quality content into users’ inbox- es is one of the most effective mobile strategies possible,” Delaney told Folio magazine. The email delivery of content not only gets the Quartz content directly into the hands of readers but also yields an extremely valuable result: precise analysis of what’s working (and not) with individual readers and, taken to- gether, different types of readers. Quartz editors pore over the results, learn- ing from which stories get clicks, and which don’t. “We look at that pretty closely,” Zach said. “We see that people don’t much click on links in the first half of the email, which makes sense since those are part of pretty concise news summaries. But they click a lot on the links to opinion pieces and ‘random discoveries’ that we include in the second half of the email, which also makes sense. Sometimes we notice a particular link is re- ally popular among our readers and assign a follow-up story for Quartz based on that. So there’s a feedback loop in the click data.” As a result of paying close attention to read- er behaviour, publishing compelling stories that invite sharing, and encouraging social sharing of its content, Quartz is in the “sweet spot” of digital publishing: great volumes of “earned” traffic. Between 85-90 per cent of Quartz traf- fic is “earned”, with social referrals making up 50 per cent of the total traffic, according to Delaney. Readers are no longer coming through the front door (the home page). By comparison, on legacy media sites, as much as 40-50 per cent of the traffic is through the home page, with only five per cent coming via social traffic. One of the biggest criticisms of Quartz before it launched was the company’s plan to eschew not only banner advertising but also a paywall, choosing to rely completely on contextual or native advertising. But the critics were quickly quieted when Quartz debuted in September 2012 with four high-caliber brands — Chevron, Boeing, Cred- it Suisse, and Cadillac — who bought out the entire inventory for the rest of the year. Today, Quartz has more than 20 advertisers of the same caliber, and is reported to be close to break-even ahead of schedule. While no one at Quartz has revealed any financial data, the word in the advertising community is that the CPMs for Quartz cam- paigns are as much as ten times higher than banner ads. Because Quartz limited its ad inventory, there is a concern that once the inventory is sold, revenue is capped, outside of rate increases. So lately, Quartz started “Quartz Live,” its first foray into the event business that its parent company already does so well. For a new venture that was considered risky, it’s been wildly successful. One good indicator? The critics have disappeared. “It’s such a privilege, to be inside our readers’ inboxes each morning.” Zach Seward Senior editor Web, Energy Shocks, Digital Money, The Euro Crunch, China’s Transition, The Future of Fi- nance, The Cloud, and How We Buy. How Quartz stories are developed, created and delivered also breaks the mould. Most of the 25 journalists on the staff of 50 are experienced professionals drawn from tra- ditional brands. But there’s nothing traditional about how they approach their jobs. According to Delaney, the writers actual- ly deliver complete content packages them- selves, including photos (from services like AP or Getty or from Creative Commons sources) already cropped with captions, headlines, subheads, links, even infographics (made easy to create by ChartBuilder, an open-source program designed by one of the Quartz tech- nologists and made available to publications worldwide). Many decisions, including final headlines, are often handled by quick, col- laborative team chats. “Our staff is slightly younger than the average newsroom, and it is steeped in the notion of entrepreneurial journalism,” Del- aney told The Guardian. Print was never an option. “It’s become very, very clear to me that digital trumps print, and that pure digital, without any leg- acy costs, massively trumps print,” Bradley told The New York Times. “Our design began with the iPad foremost in mind, and we modified it from there to suit smartphones and, finally, personal comput- ers,” the company announced. “Your experi- ence with Quartz should befit the hardware you visit us with and shift as seamlessly as you do from phone to tablet to laptop and back again. Call us a website or, if you like, a web app: Quartz combines the benefits of the free and open web with the elegance of an application.” Quartz relies intensely on its daily e-news- InnovationsinMagazinesMedia2014WorldReport Quartz also breaks the journalist job description mold: Writers turn in complete packages, including photos, cropped with captions, headlines, subheads, even infographics created using ChartBuilder, an in-house tool Thursday, 5 June 14
  • 117. letter (and the subsequent sharing of sto- ries by the e-newsletter recipients) to grow “earned” traffic. Called the Quartz Daily Brief, it goes out each morning (actually three times a day so readers get it in the morning wher- ever they are — 6am in London, Hong Kong, and New York City). “Email is kind of the original social media, right?” senior editor Zach Seward told email service provider MailChimp in a blog inter- view. “It’s how people share the most import- ant things with their most important con- tacts. As people spend more time on phones, email will only become more important. It’s a good way to stay in touch with our most loyal readers when people are consuming a wider array of sources and are less likely to visit homepages.” “Publishers have old email templates that force you to pinch, zoom, and scroll to read them on a smartphone,” Seward added. Quartz uses responsive design so the content, including images, looks great on everywhere. “Sending quality content into users’ inbox- es is one of the most effective mobile strategies possible,” Delaney told Folio magazine. The email delivery of content not only gets the Quartz content directly into the hands of readers but also yields an extremely valuable result: precise analysis of what’s working (and not) with individual readers and, taken to- gether, different types of readers. Quartz editors pore over the results, learn- ing from which stories get clicks, and which don’t. “We look at that pretty closely,” Zach said. “We see that people don’t much click on links in the first half of the email, which makes sense since those are part of pretty concise news summaries. But they click a lot on the links to opinion pieces and ‘random discoveries’ that we include in the second half of the email, which also makes sense. Sometimes we notice a particular link is re- ally popular among our readers and assign a follow-up story for Quartz based on that. So there’s a feedback loop in the click data.” As a result of paying close attention to read- er behaviour, publishing compelling stories that invite sharing, and encouraging social sharing of its content, Quartz is in the “sweet spot” of digital publishing: great volumes of “earned” traffic. Between 85-90 per cent of Quartz traf- fic is “earned”, with social referrals making up 50 per cent of the total traffic, according to Delaney. Readers are no longer coming through the front door (the home page). By comparison, on legacy media sites, as much as 40-50 per cent of the traffic is through the home page, with only five per cent coming via social traffic. One of the biggest criticisms of Quartz before it launched was the company’s plan to eschew not only banner advertising but also a paywall, choosing to rely completely on contextual or native advertising. But the critics were quickly quieted when Quartz debuted in September 2012 with four high-caliber brands — Chevron, Boeing, Cred- it Suisse, and Cadillac — who bought out the entire inventory for the rest of the year. Today, Quartz has more than 20 advertisers of the same caliber, and is reported to be close to break-even ahead of schedule. While no one at Quartz has revealed any financial data, the word in the advertising community is that the CPMs for Quartz cam- paigns are as much as ten times higher than banner ads. Because Quartz limited its ad inventory, there is a concern that once the inventory is sold, revenue is capped, outside of rate increases. So lately, Quartz started “Quartz Live,” its first foray into the event business that its parent company already does so well. For a new venture that was considered risky, it’s been wildly successful. One good indicator? The critics have disappeared. “It’s such a privilege, to be inside our readers’ inboxes each morning.” Zach Seward Senior editor Web, Energy Shocks, Digital Money, The Euro Crunch, China’s Transition, The Future of Fi- nance, The Cloud, and How We Buy. How Quartz stories are developed, created and delivered also breaks the mould. Most of the 25 journalists on the staff of 50 are experienced professionals drawn from tra- ditional brands. But there’s nothing traditional about how they approach their jobs. According to Delaney, the writers actual- ly deliver complete content packages them- selves, including photos (from services like AP or Getty or from Creative Commons sources) already cropped with captions, headlines, subheads, links, even infographics (made easy to create by ChartBuilder, an open-source program designed by one of the Quartz tech- nologists and made available to publications worldwide). Many decisions, including final headlines, are often handled by quick, col- laborative team chats. “Our staff is slightly younger than the average newsroom, and it is steeped in the notion of entrepreneurial journalism,” Del- aney told The Guardian. Print was never an option. “It’s become very, very clear to me that digital trumps print, and that pure digital, without any leg- acy costs, massively trumps print,” Bradley told The New York Times. “Our design began with the iPad foremost in mind, and we modified it from there to suit smartphones and, finally, personal comput- ers,” the company announced. “Your experi- ence with Quartz should befit the hardware you visit us with and shift as seamlessly as you do from phone to tablet to laptop and back again. Call us a website or, if you like, a web app: Quartz combines the benefits of the free and open web with the elegance of an application.” Quartz relies intensely on its daily e-news- InnovationsinMagazinesMedia2014WorldReport Thursday, 5 June 14
  • 118. letter (and the subsequent sharing of sto- ries by the e-newsletter recipients) to grow “earned” traffic. Called the Quartz Daily Brief, it goes out each morning (actually three times a day so readers get it in the morning wher- ever they are — 6am in London, Hong Kong, and New York City). “Email is kind of the original social media, right?” senior editor Zach Seward told email service provider MailChimp in a blog inter- view. “It’s how people share the most import- ant things with their most important con- tacts. As people spend more time on phones, email will only become more important. It’s a good way to stay in touch with our most loyal readers when people are consuming a wider array of sources and are less likely to visit homepages.” “Publishers have old email templates that force you to pinch, zoom, and scroll to read them on a smartphone,” Seward added. Quartz uses responsive design so the content, including images, looks great on everywhere. “Sending quality content into users’ inbox- es is one of the most effective mobile strategies possible,” Delaney told Folio magazine. The email delivery of content not only gets the Quartz content directly into the hands of readers but also yields an extremely valuable result: precise analysis of what’s working (and not) with individual readers and, taken to- gether, different types of readers. Quartz editors pore over the results, learn- ing from which stories get clicks, and which don’t. “We look at that pretty closely,” Zach said. “We see that people don’t much click on links in the first half of the email, which makes sense since those are part of pretty concise news summaries. But they click a lot on the links to opinion pieces and ‘random discoveries’ that we include in the second half of the email, which also makes sense. Sometimes we notice a particular link is re- ally popular among our readers and assign a follow-up story for Quartz based on that. So there’s a feedback loop in the click data.” As a result of paying close attention to read- er behaviour, publishing compelling stories that invite sharing, and encouraging social sharing of its content, Quartz is in the “sweet spot” of digital publishing: great volumes of “earned” traffic. Between 85-90 per cent of Quartz traf- fic is “earned”, with social referrals making up 50 per cent of the total traffic, according to Delaney. Readers are no longer coming through the front door (the home page). By comparison, on legacy media sites, as much as 40-50 per cent of the traffic is through the home page, with only five per cent coming via social traffic. One of the biggest criticisms of Quartz before it launched was the company’s plan to eschew not only banner advertising but also a paywall, choosing to rely completely on contextual or native advertising. But the critics were quickly quieted when Quartz debuted in September 2012 with four high-caliber brands — Chevron, Boeing, Cred- it Suisse, and Cadillac — who bought out the entire inventory for the rest of the year. Today, Quartz has more than 20 advertisers of the same caliber, and is reported to be close to break-even ahead of schedule. While no one at Quartz has revealed any financial data, the word in the advertising community is that the CPMs for Quartz cam- paigns are as much as ten times higher than banner ads. Because Quartz limited its ad inventory, there is a concern that once the inventory is sold, revenue is capped, outside of rate increases. So lately, Quartz started “Quartz Live,” its first foray into the event business that its parent company already does so well. For a new venture that was considered risky, it’s been wildly successful. One good indicator? The critics have disappeared. “It’s such a privilege, to be inside our readers’ inboxes each morning.” Zach Seward Senior editor Web, Energy Shocks, Digital Money, The Euro Crunch, China’s Transition, The Future of Fi- nance, The Cloud, and How We Buy. How Quartz stories are developed, created and delivered also breaks the mould. Most of the 25 journalists on the staff of 50 are experienced professionals drawn from tra- ditional brands. But there’s nothing traditional about how they approach their jobs. According to Delaney, the writers actual- ly deliver complete content packages them- selves, including photos (from services like AP or Getty or from Creative Commons sources) already cropped with captions, headlines, subheads, links, even infographics (made easy to create by ChartBuilder, an open-source program designed by one of the Quartz tech- nologists and made available to publications worldwide). Many decisions, including final headlines, are often handled by quick, col- laborative team chats. “Our staff is slightly younger than the average newsroom, and it is steeped in the notion of entrepreneurial journalism,” Del- aney told The Guardian. Print was never an option. “It’s become very, very clear to me that digital trumps print, and that pure digital, without any leg- acy costs, massively trumps print,” Bradley told The New York Times. “Our design began with the iPad foremost in mind, and we modified it from there to suit smartphones and, finally, personal comput- ers,” the company announced. “Your experi- ence with Quartz should befit the hardware you visit us with and shift as seamlessly as you do from phone to tablet to laptop and back again. Call us a website or, if you like, a web app: Quartz combines the benefits of the free and open web with the elegance of an application.” Quartz relies intensely on its daily e-news- InnovationsinMagazinesMedia2014WorldReport Email is primary vehicle: “Email is the original social media. It’s how people share the most important things with their most important contacts” — Sr. Ed. Zack Seward, MailChimp Thursday, 5 June 14
  • 119. letter (and the subsequent sharing of sto- ries by the e-newsletter recipients) to grow “earned” traffic. Called the Quartz Daily Brief, it goes out each morning (actually three times a day so readers get it in the morning wher- ever they are — 6am in London, Hong Kong, and New York City). “Email is kind of the original social media, right?” senior editor Zach Seward told email service provider MailChimp in a blog inter- view. “It’s how people share the most import- ant things with their most important con- tacts. As people spend more time on phones, email will only become more important. It’s a good way to stay in touch with our most loyal readers when people are consuming a wider array of sources and are less likely to visit homepages.” “Publishers have old email templates that force you to pinch, zoom, and scroll to read them on a smartphone,” Seward added. Quartz uses responsive design so the content, including images, looks great on everywhere. “Sending quality content into users’ inbox- es is one of the most effective mobile strategies possible,” Delaney told Folio magazine. The email delivery of content not only gets the Quartz content directly into the hands of readers but also yields an extremely valuable result: precise analysis of what’s working (and not) with individual readers and, taken to- gether, different types of readers. Quartz editors pore over the results, learn- ing from which stories get clicks, and which don’t. “We look at that pretty closely,” Zach said. “We see that people don’t much click on links in the first half of the email, which makes sense since those are part of pretty concise news summaries. But they click a lot on the links to opinion pieces and ‘random discoveries’ that we include in the second half of the email, which also makes sense. Sometimes we notice a particular link is re- ally popular among our readers and assign a follow-up story for Quartz based on that. So there’s a feedback loop in the click data.” As a result of paying close attention to read- er behaviour, publishing compelling stories that invite sharing, and encouraging social sharing of its content, Quartz is in the “sweet spot” of digital publishing: great volumes of “earned” traffic. Between 85-90 per cent of Quartz traf- fic is “earned”, with social referrals making up 50 per cent of the total traffic, according to Delaney. Readers are no longer coming through the front door (the home page). By comparison, on legacy media sites, as much as 40-50 per cent of the traffic is through the home page, with only five per cent coming via social traffic. One of the biggest criticisms of Quartz before it launched was the company’s plan to eschew not only banner advertising but also a paywall, choosing to rely completely on contextual or native advertising. But the critics were quickly quieted when Quartz debuted in September 2012 with four high-caliber brands — Chevron, Boeing, Cred- it Suisse, and Cadillac — who bought out the entire inventory for the rest of the year. Today, Quartz has more than 20 advertisers of the same caliber, and is reported to be close to break-even ahead of schedule. While no one at Quartz has revealed any financial data, the word in the advertising community is that the CPMs for Quartz cam- paigns are as much as ten times higher than banner ads. Because Quartz limited its ad inventory, there is a concern that once the inventory is sold, revenue is capped, outside of rate increases. So lately, Quartz started “Quartz Live,” its first foray into the event business that its parent company already does so well. For a new venture that was considered risky, it’s been wildly successful. One good indicator? The critics have disappeared. “It’s such a privilege, to be inside our readers’ inboxes each morning.” Zach Seward Senior editor Web, Energy Shocks, Digital Money, The Euro Crunch, China’s Transition, The Future of Fi- nance, The Cloud, and How We Buy. How Quartz stories are developed, created and delivered also breaks the mould. Most of the 25 journalists on the staff of 50 are experienced professionals drawn from tra- ditional brands. But there’s nothing traditional about how they approach their jobs. According to Delaney, the writers actual- ly deliver complete content packages them- selves, including photos (from services like AP or Getty or from Creative Commons sources) already cropped with captions, headlines, subheads, links, even infographics (made easy to create by ChartBuilder, an open-source program designed by one of the Quartz tech- nologists and made available to publications worldwide). Many decisions, including final headlines, are often handled by quick, col- laborative team chats. “Our staff is slightly younger than the average newsroom, and it is steeped in the notion of entrepreneurial journalism,” Del- aney told The Guardian. Print was never an option. “It’s become very, very clear to me that digital trumps print, and that pure digital, without any leg- acy costs, massively trumps print,” Bradley told The New York Times. “Our design began with the iPad foremost in mind, and we modified it from there to suit smartphones and, finally, personal comput- ers,” the company announced. “Your experi- ence with Quartz should befit the hardware you visit us with and shift as seamlessly as you do from phone to tablet to laptop and back again. Call us a website or, if you like, a web app: Quartz combines the benefits of the free and open web with the elegance of an application.” Quartz relies intensely on its daily e-news- InnovationsinMagazinesMedia2014WorldReport Thursday, 5 June 14
  • 120. letter (and the subsequent sharing of sto- ries by the e-newsletter recipients) to grow “earned” traffic. Called the Quartz Daily Brief, it goes out each morning (actually three times a day so readers get it in the morning wher- ever they are — 6am in London, Hong Kong, and New York City). “Email is kind of the original social media, right?” senior editor Zach Seward told email service provider MailChimp in a blog inter- view. “It’s how people share the most import- ant things with their most important con- tacts. As people spend more time on phones, email will only become more important. It’s a good way to stay in touch with our most loyal readers when people are consuming a wider array of sources and are less likely to visit homepages.” “Publishers have old email templates that force you to pinch, zoom, and scroll to read them on a smartphone,” Seward added. Quartz uses responsive design so the content, including images, looks great on everywhere. “Sending quality content into users’ inbox- es is one of the most effective mobile strategies possible,” Delaney told Folio magazine. The email delivery of content not only gets the Quartz content directly into the hands of readers but also yields an extremely valuable result: precise analysis of what’s working (and not) with individual readers and, taken to- gether, different types of readers. Quartz editors pore over the results, learn- ing from which stories get clicks, and which don’t. “We look at that pretty closely,” Zach said. “We see that people don’t much click on links in the first half of the email, which makes sense since those are part of pretty concise news summaries. But they click a lot on the links to opinion pieces and ‘random discoveries’ that we include in the second half of the email, which also makes sense. Sometimes we n