Distribution 
(r)Evolution 
Firebrand Community Conference 2014 
Keynote - Firebrand
hello 
Kristen McLean 
Founder & CEO 
Bookigee, Inc.
10,000 ft. 
<30,000 view image>
Simultaneous shifts in creation, 
distribution, consumption
Content 1.0
Content 2.0 
mass market 
niche/longtail 
crowd 
Who are the 
facilitators? 
agents, 
packagers, 
editors? 
bloggers, 
rev...
the old model Distribution 
1.0
Discovery 
Distribution 
2.0
Consumption 2.0
Publishing 3.0?
1450
1900
1966
1960-1990
1992
1995
“The Internet, by connecting 
readers and writers one on one, 
offers the possibility of almost 
limitless choice and fore...
Our Reaction 
What about Quality? 
What about Discovery? 
I need to own my Customer! 
WTF? 
I better do something!!
#Fail
“We often think the internet 
enables you 
to do new things, 
but people just want 
to do the same things 
they’ve always ...
Harness other [bigger] audiences
Shifting 
economies 
of scale
80M 
Global Kindle 
installs 
95M 
Verizon 
Smartphones 
in the US
½ of the world’s 
population reads a 
daily newspaper 
The top 20 newspapers in 
the US reach 29M readers 
on a weekly bas...
Opportunities 
• Focus on core business strengths 
• Access to emerging markets 
• Diversification of distribution portfol...
Risks 
• Seasonality 
• Antagonism from traditional players 
• Changes in brand partner priorities 
• Changes in platform ...
Case Studies
JP 
Morgan 
Summer 
Reading
READING FOR RICH CLIENTS [AND OTHERS]
THIRD PARTY FACILITATION 
Publishers
Chicago 
Tribune 
Our recommendations, 
Your passion.
TRIBBOOKS - TECHNOLOGY 
BUILT ON PAGE FOUNDRY’S INKTERA MOBILE EBOOKSTORE PLATFORM 
Curation driven by 
Tribune editorial ...
TRIBBOOKS - TECHNOLOGY 
CONTENT EXCHANGE WITH OTHER PUBLISHERS 
• Publisher gives ltd. qty. of ebooks 
• Tribune uses book...
Digital 
Turbine
CONTENT SOLUTIONS TO WIRELESS 
3-6 mo. Typically Achieve: 
• 5-20% conversion rate increase 
• 20-50% unit sales increase ...
F&W 
Media
F&W - STRATEGY 
33 VERTICALS WITH DEDICATED E-COMMERCE STORES
F&W - TECHNOLOGY 
WEB-BASED, INTEGRATED SITES - COMMUNITY, CONTENT & COMMERCE 
The entire 
world of this 
interest – in 
o...
F&W – ENGAGEMENT COMMITMENT 
A CONTENT TEAM OF 6-10 PEOPLE FOR EACH VERTICAL 
Led by a group publisher (content) and a dig...
F&W – MEASURABLE SUCCESS 
E-COMMERCE HAS GROWN FROM $6M TO $60M IN 6 YEARS 
• F&W serves 20 million consumers annually 
• ...
thanks 
Kristen McLean 
Founder & CEO 
Bookigee, Inc.
The Distribution (R)evolution - 2014
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The Distribution (R)evolution - 2014

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This keynote presentation is from the 2014 Firebrand 2014 Community Conference. It focuses on next generation ideas about the intersection of book distribution and large consumer brands.

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  • F+W got serious about D2C in 2008, with David Nussbaum’s arrival as CEO and a company-wide focus on making the transition.
    Nussbaum is credited as the driving force behind the transformation of F+W Media, Inc. from print-focused publisher to today a leading digital-first, content and e-commerce Company.

    We offer exclusive programs and products, Best-in-Industry Customer Service (100% Guaranteed), Curated Kit Flash Sales, Rewards and VIP programs, personalized 1-to-1 marketing, and more.

  • We have 33 verticals with dedicated e-commerce stores.

    Web-based with print magazine components, video content, expert blogging, e-commerce
  • Interest Homes of the web - Web-based with print magazine components, video content, expert blogging, e-commerce
  • For instance: organic traffic PopularWoodworking.com site has grown 30% in the last year
  • The Distribution (R)evolution - 2014

    1. 1. Distribution (r)Evolution Firebrand Community Conference 2014 Keynote - Firebrand
    2. 2. hello Kristen McLean Founder & CEO Bookigee, Inc.
    3. 3. 10,000 ft. <30,000 view image>
    4. 4. Simultaneous shifts in creation, distribution, consumption
    5. 5. Content 1.0
    6. 6. Content 2.0 mass market niche/longtail crowd Who are the facilitators? agents, packagers, editors? bloggers, reviewers, tastemakers?
    7. 7. the old model Distribution 1.0
    8. 8. Discovery Distribution 2.0
    9. 9. Consumption 2.0
    10. 10. Publishing 3.0?
    11. 11. 1450
    12. 12. 1900
    13. 13. 1966
    14. 14. 1960-1990
    15. 15. 1992
    16. 16. 1995
    17. 17. “The Internet, by connecting readers and writers one on one, offers the possibility of almost limitless choice and foreshadows a literary culture thrilling if also alarming in its potential diversity.” − Jason Epstein, Book Business, Publishing Past Present and Future, 2001
    18. 18. Our Reaction What about Quality? What about Discovery? I need to own my Customer! WTF? I better do something!!
    19. 19. #Fail
    20. 20. “We often think the internet enables you to do new things, but people just want to do the same things they’ve always done [only better].” – Evan Williams, founder of Twitter
    21. 21. Harness other [bigger] audiences
    22. 22. Shifting economies of scale
    23. 23. 80M Global Kindle installs 95M Verizon Smartphones in the US
    24. 24. ½ of the world’s population reads a daily newspaper The top 20 newspapers in the US reach 29M readers on a weekly basis
    25. 25. Opportunities • Focus on core business strengths • Access to emerging markets • Diversification of distribution portfolio • Increased transparency • Real-time feedback • Mutual cross-platform value trade
    26. 26. Risks • Seasonality • Antagonism from traditional players • Changes in brand partner priorities • Changes in platform facilitators • Narrowed content requirements • Competition for user attention
    27. 27. Case Studies
    28. 28. JP Morgan Summer Reading
    29. 29. READING FOR RICH CLIENTS [AND OTHERS]
    30. 30. THIRD PARTY FACILITATION Publishers
    31. 31. Chicago Tribune Our recommendations, Your passion.
    32. 32. TRIBBOOKS - TECHNOLOGY BUILT ON PAGE FOUNDRY’S INKTERA MOBILE EBOOKSTORE PLATFORM Curation driven by Tribune editorial Embedded HTML5 Tribune content Real-time flash sales 1.3M books in catalog Trib eBooks free to subscribers
    33. 33. TRIBBOOKS - TECHNOLOGY CONTENT EXCHANGE WITH OTHER PUBLISHERS • Publisher gives ltd. qty. of ebooks • Tribune uses books for promotion in the app • Tribune underwrites major ad campaign to 1.3M readers • Publisher receives face-out bump in larger market • Publisher receives complete engagement reporting
    34. 34. Digital Turbine
    35. 35. CONTENT SOLUTIONS TO WIRELESS 3-6 mo. Typically Achieve: • 5-20% conversion rate increase • 20-50% unit sales increase • —50% customer service enquiries • 15-30% revenue increase
    36. 36. F&W Media
    37. 37. F&W - STRATEGY 33 VERTICALS WITH DEDICATED E-COMMERCE STORES
    38. 38. F&W - TECHNOLOGY WEB-BASED, INTEGRATED SITES - COMMUNITY, CONTENT & COMMERCE The entire world of this interest – in one place Videos, articles & how-tos Social media integration One stop shopping Print & digital magazines
    39. 39. F&W – ENGAGEMENT COMMITMENT A CONTENT TEAM OF 6-10 PEOPLE FOR EACH VERTICAL Led by a group publisher (content) and a digital product director (structure) Each Content Team works with: • Shared cross-vertical marketing personnel • Email deployment specialists • Customer service staff • Web developers
    40. 40. F&W – MEASURABLE SUCCESS E-COMMERCE HAS GROWN FROM $6M TO $60M IN 6 YEARS • F&W serves 20 million consumers annually • Double-digit growth in organic traffic to many primary communities • Company has completely retooled its business model
    41. 41. thanks Kristen McLean Founder & CEO Bookigee, Inc.

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