2. Book
Newspaper
Publication = Magazine
Brochure
Catalog

3. Book
Song
Newspaper
Movie
Publication = Magazine
Brochure
= Store
Game
Catalog

4. NOT
PAPER PAPER
Book
Song
Newspaper
Movie
Publication = Magazine
Brochure
= Store
Game
Catalog

6. APPS
Book Song
Newspaper Movie
Publication = Magazine
Brochure
= Store
Game
Catalog

7. Publication=
branded content
experience

8. No longer do we
simply publish
content.

9. We create
experiences that
create revenue.

10. How do we create revenue? +
Monetize digital content
Create new advertising
opportunities
Build (and rebuild) relationships
Assert market position
Extend brand

11. Step 1: Determine
your approach

12. Determine your approach +
Resell existing content.

13. Determine your approach +
Reassemble existing content.

14. Determine your approach +
Mix old and new content.

15. Determine your approach +
Create something entirely new.

16. Determine your approach +
Consider a mix of content models . . .

17. Determine your approach +
. . . and a mix of business models.

18. Business models +
A la carte or full course
Sell your content by topic, timeframe or issue
Standalone or serial
One-time app or subscription-based product?
App revenue or sponsorship revenue
The right advertising partner can guarantee profitability
Premium or accessible pricepoint
Keep in mind, $4.99 is the new $99.99
Free samples, anyone?
Get them hooked, and then get them to pay

19. Step 2: Define
your technology

20. Define your technology +
10-inch tablet or 7-inch tablet
Will your content even make sense on a tiny screen?
iPad-only
200 million iTunes account holders. Isn’t that enough?
Apple, Android, WebOS, BlackBerry
You can have it all. But at what price?
Vertical or horizontal or both
Twice the work. Twice the payoff?
iPad and iPhone?
100 million iPhone users offer a path toward crossmarketing

22. Define your technology +

23. Step 3: Assemble
your team

24. Assemble your team +
Design Technology
Editorial Advertising

25. Assemble your team +
Design Technology
management management
Design Design Technology Integration
Production User support
HTML coding
Content Revenue
creators creators
specifically Editorial Advertising specifically
focused on focused on
tablet tablet
opportunities opportunities

26. Assemble your team +
One team with
common goals
Design
Technology
Editorial
Advertising

27. Step 4: Optimize
your product

28. Optimize your product +
Old world
Read.
Look.

29. Optimize your product +
New world
Read.
Look.
Watch.
Listen.
Search.
Organize.
Connect.
Play.
Buy.

30. Optimize your product +
New world
Audio.
Video.
Hotspots.
Slideshows.
Web elements.
Scrollable type and images.
Enhanced navigation.
HTML

31. App publisher +

32. App publisher +

33. App publisher +

34. App publisher +

35. App publisher +

36. App publisher +

37. Optimize your product +
Both worlds
Content.
Design.

38. Step 5: Recognize
your challenges

39. Recognize your challenges +
Technology
New tablets, new software, new formats
Discoverability
How do you let people know about your 1-in-65,000 app?
Pricing
Impulse buys require low price, but high payoff in social marketing
Inexperience
Everyone’s a startup, regardless of how much experience
Competition
A level playing field, for better or worse

40. Summary

41. Define your brand.
Know what it represents.
Know your audience.
Then create great branded
products to satisfy their
wants and needs.

42. WEBSITE
joezeffdesign.com
BLOG
joezeffdesign.com/blog
TWITTER
@joezeffdesign