Fipp Presentation, Rebecca Conroy, 15 March 2007


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Digital Media 2.0

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Fipp Presentation, Rebecca Conroy, 15 March 2007

  1. 1. Magazine Media 2.0 BBC Magazines Rebecca Conroy New Media Director
  2. 2. About BBC Magazines <ul><li>Division of BBC Worldwide Ltd - a wholly owned subsidiary of the BBC. Our other businesses include TV channels e.g. BBC America, TV Sales, Programme licensing e.g. Dancing with the Stars, DVDs and Books </li></ul><ul><li>BBC Magazines is the third largest consumer magazines publisher in the UK </li></ul><ul><li>Over 40 magazines in the UK </li></ul><ul><li>Also licence some of our magazines internationally e.g. Top Gear in 15 countries </li></ul>
  3. 3. BBC Magazines: Digital Business <ul><li>Key objectives: </li></ul><ul><li>To extend our key brands with websites that are profitable in their own right </li></ul><ul><li>For smaller magazines, use the web to promote and increase subscriptions to the paper product </li></ul>
  4. 4. Digital Business: Key Facts <ul><li>Main focus on web – limited activity on mobile </li></ul><ul><li>Three large p&l sites with at least three more due to launch this year </li></ul><ul><li>Smaller marketing sites for all our other magazines </li></ul><ul><li>Over 3.3 million unique users every month </li></ul><ul><li>Over 40 million page impressions each month </li></ul><ul><li>8% of revenues currently from digital advertising </li></ul>
  5. 5. Developing a site: process Launching a website like follows a 7-stage process; it can take 4-7 months and involves a number of different parts of the business 1. Scoping 2. Wire frame 3. Design – phase 1 4. User-testing 5. Design – phase 2 6. Coding 7. Testing <ul><li>Develop site proposition </li></ul><ul><li>Detailed word docs showing every element of each page </li></ul><ul><li>Design begins based on the wireframes </li></ul><ul><li>User testing of key design journeys </li></ul><ul><li>Respond to results of user testing and complete remaining designs </li></ul><ul><li>Designs delivered and are now coded </li></ul><ul><li>Content is added </li></ul><ul><li>Completed pages are tested </li></ul>Total development cost: approx 600k euros, excluding marketing
  6. 6. Top <ul><li>Two </li></ul>
  7. 7. Developing a site: people <ul><li>People: </li></ul><ul><li>Central web team provide: </li></ul><ul><ul><li>Editorial – specific web expertise </li></ul></ul><ul><ul><li>Technical – developers and project managers </li></ul></ul><ul><ul><li>Commercial – ad research and ad sales </li></ul></ul><ul><li>Individual Magazine Brand teams: </li></ul><ul><ul><li>Editorial – brand and subject expertise e.g. Motoring, Food </li></ul></ul><ul><ul><li>Marketing – run the marketing campaigns </li></ul></ul><ul><li>Outsourced: </li></ul><ul><ul><li>Design </li></ul></ul><ul><ul><li>Usability research </li></ul></ul><ul><ul><li>Marketing planning and buying </li></ul></ul>
  8. 8. Organisational Structure: principles <ul><li>Publisher of the magazine to be publisher of the brand across print and digital – they hold the P&L and the strategy </li></ul><ul><li>Editor of the magazine to become editor-in-chief across print and digital. Web editorial team reports into them </li></ul><ul><li>Advertising sold in-house, rather than through an external agency. Sold by new media specialists, but increasing demand for print teams to learn how to cross-sell </li></ul><ul><li>Brand marketing teams have print skills – they need to learn about digital marketing. Bring in a digital marketing specialist to lead this and to help teach them </li></ul><ul><li>Central web specialist team to lead development of key projects and ensure synergies across our sites </li></ul>? ?
  9. 9. Key Challenges <ul><li>Making decent profits from a single revenue stream – advertising </li></ul><ul><li>Increase in competitors – not just the publishing world competitive set </li></ul><ul><li>Integration (or not?) of online and offline teams </li></ul><ul><li>Development of video – how do we become experts in this? </li></ul><ul><li>‘ Professional’ journalism vs. user generated </li></ul><ul><li>How far is the website an extension or a continuation of the brand? </li></ul><ul><li>Increase emphasis on analysis – so much data but what to interpret? </li></ul><ul><li>A common measurement system </li></ul>