What’S Their Secret  Key Elements For Successful Web Publishing Formats Presentation
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What’S Their Secret Key Elements For Successful Web Publishing Formats Presentation

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Presented at the 2008 O'Reilly Tools of Change for Publishing Conference (http://toc.oreilly.com)

Presented at the 2008 O'Reilly Tools of Change for Publishing Conference (http://toc.oreilly.com)

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    What’S Their Secret  Key Elements For Successful Web Publishing Formats Presentation What’S Their Secret Key Elements For Successful Web Publishing Formats Presentation Presentation Transcript

    • What’s their secret? Business models for successful webpublications: 10 Dutch cases Erik Stevens, Phaff & Partners Antoine van den Berg, Next Level Tools of Change. February 11th 2008 © phaff & partners / next level
    • What can you expect?
      • Content of Presentation:
      • Introduction
      • The basic model
      • Findings of the research
      • Elaboration of the value proposition
      • Questions
      Tools of Change. February 11th 2008 © phaff & partners / next level
    • Our Background
      • Phaff & Partners:
      • Operates mainly in The Netherlands (Europe…)
      • Specialized in the Publishing & Printing Industry
      • Consultancy topics:
        • Strategic planning of companies
        • Marketing & Sales development
        • Organizational development
        • Empowerment
      • Next Level:
      • - is a strategic partner and specialized in online publishing and online marketing
      Tools of Change. February 11th 2008 © phaff & partners / next level
    • Why this study?
      • Research was commissioned by The Netherlands Press Fund :
      • Advisory board for the Dutch Government
      • Main goal: stimulate press diversity in The Netherlands (democratic necessity)
      • Main reasons for commissioning study:
      • Publishers losing ground in information dissemination
      • Turnover goes down: less paying readers, smaller volumes of advertisements
      • Webpublishing: ‘strategic investment’… (sic)
      Tools of Change. February 11th 2008 © phaff & partners / next level
    • Focus
      • Main questions:
      • What are successful business models for publishers active on the internet?
      • What are key elements of these models which explain this success?
      • Success is defined as:
        • Generating turnover
        • Positive result
        • Indirect positive effect on brand and image
      Tools of Change. February 11th 2008 © phaff & partners / next level
    • 10 cases studied Tools of Change. February 11th 2008 © phaff & partners / next level Newspapers Electronic Publishers Special Interest (print)
      • Wegener.nl (regional newspapers)
      • Telegraaf.nl (largest national newspaper)
      • Surined.nl (first Surinam paper)
      • Cobouw.nl (for construction & building industry)
      • MarketingFacts.nl (e-marketing professionals)
      • Documentwereld.nl (professionals in corporate document production)
      • VI.nl (soccer, soccer & soccer)
      • Bright.nl (techno lifestyle)
      • Zoom.nl (semi-pro fotography)
    • THE BASIC MODEL Tools of Change. February 11th 2008 © phaff & partners / next level
    • Tools of Change. February 11th 2008 © phaff & partners / next level Analytical Framework: Alex Osterwalder’s model Core Capacities Partner Network Value Configuration Value Proposition Cost Structure Customer Relationship Distribution Channel Customer Segment Revenu Streams
    • RESEARCH FINDINGS Tools of Change. February 11th 2008 © phaff & partners / next level
    • Value proposition (WYSIWIG)
        • A successful webpublication creates a THEMATIC publishing SPACE with content for a well defined target group
        • Content is free
        • The site has it’s own editorial format (even within a crossmedia setting): FOCUS & SIMPLICITY
        • Actuality (daily news) and interactivity are key elements
        • Growing importance of multimedia (‘simple’ film productions)
        • Emotional bond (passion) is strong and explicit
        • Site tries to appeal to curiosity of target group
        • … and tries to establish habitual behavior (e.g. daily check as you start up your computer)
      Tools of Change. February 11th 2008 © phaff & partners / next level
    • Tools of Change. February 11th 2008 © phaff & partners / next level Value Proposition Value Proposition Authority Authenticity Editorial Formula Community Space Stakeholders Brand Theme Core Capacities Partner Network Value Configuration Cost Structure Customer Relationship Distribution Channel Customer Segment Revenu Streams
    • Value configuration
      • Webpublishing is more complex than ‘traditional’ print.
      • Traditional content production proces:
      Tools of Change. February 11th 2008 © phaff & partners / next level Furthermore: more or less strict separation of content and commerce (ads)
    • Value configuration
      • Web value creation: a ‘democratic’, simultaneous and continuous production of content by several stakeholders/community members
      Tools of Change. February 11th 2008 © phaff & partners / next level
    • Tools of Change. February 11th 2008 © phaff & partners / next level Value Configuration Value Configuration Decentralised managed Fuzzy Continuous Simultaneous Prosuming Core Capacities Partner Network Value Proposition Cost Structure Customer Relationship Distribution Channel Customer Segment Revenu Streams
    • Partner Network
      • Technical partners:
      • Hosting
      • Open source application developers (CMS)
      • Commercial partners:
      • Google (AdSense): +/- (a ‘quick buck’ versus ‘depersonisation’ and ‘losing contact’)
      • In online specialised Ad Acquisition companies
      Tools of Change. February 11th 2008 © phaff & partners / next level
    • Tools of Change. February 11th 2008 © phaff & partners / next level Partner Network Partner network Technology Open Source Experts / Bloggers Users Core Capacities Value Configuration Value Proposition Cost Structure Customer Relationship Distribution Channel Customer Segment Revenu Streams
    • Core Capacities
      • Management discipline:
      • Technology savvy: basic ICT knowledge
      • Giving room to experimentation
      • Sharp guarding of cost (low cost solutions, barters, etc.)
      • Editorial discipline:
      • Editor-in-chief = community manager (weighing the interests of the different stakeholders)
      • Editor is multiskilled:
        • text writing
        • film and photo shooting
        • “ live” presenting and interviewing
        • Editing and sampling
      Tools of Change. February 11th 2008 © phaff & partners / next level
    • Core Capacities
      • Commercial discipline:
      • Dedicated sales (even within crossmedia settings)
      • Skilled in detecting needs of (potential) commercial parties:
        • Reach (mass) for branding
        • Interactivity (contact, communication, profiles)
        • Direct sales
      • Skilled in negotiating alternative paying models (CPM versus No Cure No Pay models)
      Tools of Change. February 11th 2008 © phaff & partners / next level
    • Tools of Change. February 11th 2008 © phaff & partners / next level Core Capacities Core Capacities Multi tasking Passion Technology Savvy Community management Experimentational Online marketing knowhow Knowledgable about getting traffic, interactivity and online selling Partner Network Value Configuration Value Proposition Cost Structure Customer Relationship Distribution Channel Customer Segment Revenu Streams
    • Cost structure
      • Small scale of operation, 5-6 people average
      • Strong focus on controlling costs to keep them low
        • Bartering for content
        • Multiple skills of employees lowers production costs
        • Means are low cost (‘open source’)
        • Marketing costs are low, online marketing and viral effects are being used
      Tools of Change. February 11th 2008 © phaff & partners / next level
    • Tools of Change. February 11th 2008 © phaff & partners / next level Cost Structure Cost structure Low cost operations Flexible Small scale Core Capacities Partner Network Value Configuration Value Proposition Customer Relationship Distribution Channel Customer Segment Revenu Streams
    • Customer Relationship
      • Stakeholders: blogger, editor, publishers, commercial partners (ads and content)
      • Web analytics leads to relevance
      • Commitment shows through comments
      • Ads are another type of content
      Tools of Change. February 11th 2008 © phaff & partners / next level
    • Tools of Change. February 11th 2008 © phaff & partners / next level Customer Relationship Customer Relationship Interactive Co-creation Management of interest Core Capacities Partner Network Value Configuration Value Proposition Cost Structure Distribution Channel Customer Segment Revenu Streams
    • Distribution Channels
      • Marketing and delivery
        • Website
        • RSS
        • E-mail
        • Search
        • Social bookmarking
        • Mobile internet
        • Offline media
      Tools of Change. February 11th 2008 © phaff & partners / next level
    • Tools of Change. February 11th 2008 © phaff & partners / next level Analytical Framework: Alex Osterwalder’s model Distribution Channel Distribution Channels Multi channel Always everywhere Customer choice Push and Pull Core Capacities Partner Network Value Configuration Value Proposition Cost Structure Customer Relationship Customer Segment Revenu Streams
    • Customer Segment
      • Again: stakeholders
        • Professionals/special interest: readers
        • Commercial partners, theme oriented: suppliers
        • Professional with theme knowledge: content suppliers
        • Editors
        • Chief-editor / community manager: manages and balances interests of all stakeholders
        • Publisher: supplies and exploits the platform
      • Theme is based on strong vision / branding and on PASSION
      Tools of Change. February 11th 2008 © phaff & partners / next level
    • Tools of Change. February 11th 2008 © phaff & partners / next level Analytical Framework: Alex Osterwalder’s model Customer Segment Customer Segment Stakeholders Prosumers Passion Core Capacities Partner Network Value Configuration Value Proposition Cost Structure Customer Relationship Distribution Channel Revenu Streams
    • Revenue Streams
      • Ads (90%, cpm, cpc)
      • Subscriptions (fixed / variable / combination)
      • Commision on transactions (webshop)
      • Spin-offs
        • Annual reviews in print (‘yearbook’)
        • Conferences, seminars
        • Training, courses, workshops
      Tools of Change. February 11th 2008 © phaff & partners / next level
    • Tools of Change. February 11th 2008 © phaff & partners / next level Analytical Framework: Alex Osterwalder’s model Revenu Streams Revenu Streams Ads (cpm) Subscriptions Transaction Commisions(CPL/CPS) Spin-offs (cross media & brandbuilding) Core Capacities Partner Network Value Configuration Value Proposition Cost Structure Customer Relationship Distribution Channel Customer Segment
    • Tools of Change. February 11th 2008 © phaff & partners / next level Analytical Framework: Alex Osterwalder’s model Core Capacities Partner Network Value Configuration Value Proposition Cost Structure Customer Relationship Distribution Channel Customer Segment Revenu Streams
    • VALUE PROPOSITION ELABORATED Tools of Change. February 11th 2008 © phaff & partners / next level
    • Value proposition elaborated
      • V alue = E ffect * R each
      Tools of Change. February 11th 2008 © phaff & partners / next level
    • Effect – Reach matrix Tools of Change. February 11th 2008 © phaff & partners / next level Effect Reach L L H H Branding Communication CPM High rewards Content suppliers pay SUBSCRIPTIONS No proposition (yet) START / EXIT Transactional targets CPL/CPA/CTR
    • Effect – Reach matrix Tools of Change. February 11th 2008 © phaff & partners / next level Authority Authority & Authenticity General interest Non-theme Involvement: interaction Special interest: Thematic spin-offs Effect Reach L L H H
    • Effect – Reach matrix Tools of Change. February 11th 2008 © phaff & partners / next level Add user generated content and blogging Offer options for content from commercial stakeholders General interest Non-theme Involvement: interaction Special interest: Thematic spin-offs Effect Reach L L H H
    • Closing remarks:
      • General interest sites (in combination with editorial independance/authority) have less possibilities for creating a commercial publication space
      • Quality of information as asset for branding (print)titles: marketing versus commercial succes
      • Do themes fit with your brand and within your cross-media publishing strategy?
      <Naam project / klant> <datum>
    • Questions and Remarks ? Tools of Change. February 11th 2008 © phaff & partners / next level