Fipp Presentation, Rebecca Conroy, 15 March 2007

Slide 1: Magazine Media 2.0 BBC Magazines Rebecca Conroy N ew Media Director

Slide 2: About BBC Magazines • 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 • BBC Magazines is the third largest consumer magazines publisher in the UK • Over 40 magazines in the UK • Also licence some of our magazines internationally e.g. Top Gear in 15 countries

Slide 3: BBC Magazines: Digital Business Key objectives: 3) To extend our key brands with websites that are profitable in their own right TopGear.com RadioTimes.com bbcgoodfood.com 14) For smaller magazines, use the web to promote and increase subscriptions to the paper product

Slide 4: Digital Business: Key Facts • Main focus on web – limited activity on mobile • Three large p&l sites with at least three more due to launch this year • Smaller marketing sites for all our other magazines • Over 3.3 million unique users every month • Over 40 million page impressions each month • 8% of revenues currently from digital advertising

Slide 5: Developing a site: process Launching a website like Topgear.com follows a 7-stage process; it can take 4-7 months and involves a number of different parts of the business 2. Wire 3. Design 4. User- 5. Design 1. Scoping 6. Coding 7. Testing frame – phase 1 testing – phase 2 • Develop • Detailed • Design • User • Respond • Designs • Completed site word docs begins testing of to results delivered pages are proposition showing based on key design of user and are now tested every the journeys testing coded element of wireframes and • Content is each page complete added remaining designs Total development cost: approx 600k euros, excluding marketing

Slide 6: Top Gear.com Two

Slide 7: Developing a site: people People: • Central web team provide: • Editorial – specific web expertise • Technical – developers and project managers • Commercial – ad research and ad sales • Individual Magazine Brand teams: • Editorial – brand and subject expertise e.g. Motoring, Food • Marketing – run the marketing campaigns • Outsourced: • Design • Usability research • Marketing planning and buying

Slide 8: Organisational Structure: principles 2. Publisher of the magazine to be publisher of the brand across print and digital – they hold the P&L and the strategy  4. Editor of the magazine to become editor-in-chief across print and digital. Web editorial team reports into them ? 6. 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  8. 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 10. Central web specialist team to lead development of key projects and ensure synergies across our sites 

Slide 9: Key Challenges 1. Making decent profits from a single revenue stream – advertising 3. Increase in competitors – not just the publishing world competitive set 5. Integration (or not?) of online and offline teams 7. Development of video – how do we become experts in this? 9. ‘Professional’ journalism vs. user generated 11. How far is the website an extension or a continuation of the brand? 13. Increase emphasis on analysis – so much data but what to interpret? 15. A common measurement system