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Seven Trends in Mobile Publishing - VDZ, April 2015

Slides from Jonny's presentation to VDZ April 2015

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Seven Trends in Mobile Publishing - VDZ, April 2015

  1. 1. @jonnykaldor - -
  2. 2. ~ @pugpig ~
  3. 3. @jonnykaldor - - A few bits and bobs from UK publishing (and what’s going on over there)
  4. 4. @jonnykaldor - - 1. Publishing models are changing (are editions a thing of the past?)
  5. 5. Edition-based Continuous
  6. 6. And publishers are opting for differing models, based on a few key criteria...
  7. 7. How often do I want to engage readers and for how long? keep bringing them back keep them reading for longer
  8. 8. What’s the nature of my content? Short burst, high frequency Features with longer shelf life
  9. 9. How do I intend to make money? Subscriptions Single editions
  10. 10. What does my audience look like? Traditional Radical
  11. 11. And what are my advertisers looking for? MPUs and algorithmic interstitials Editorially placed interstitials
  12. 12. The next trend is mixing up the two models (something we’ve done in a basic manner for a while)
  13. 13. 2. Mobile phones becoming ever more important
  14. 14. Mobile phones Tablets Traditional PCs 0 2013 2014 2015 2,800,000 2,100,000 1,400,000 700,000 Source: Gartner, October 2014 Global shipments of connected devices (1000’s units) ~ @pugpig ~
  15. 15. And so therefore is responsive design...
  16. 16. ~ @pugpig ~
  17. 17. ~ @pugpig ~
  18. 18. 3. Advertising models continue to diverge from print
  19. 19. 4. Digital marketing is becoming more sophisticated
  20. 20. Increased focus on digital marketing: Try, Test, Fail, Try again Intelligent use of push notifications iOS8 Today widget and deep linking Content marketing through social media Proper investment in marketing activities
  21. 21. 5. A level of scepticism is creeping in about apps @jonnykaldor - -
  22. 22. @jonnykaldor - - Mobile Web Apps
  23. 23. In 2010, apps seemed to have such a bright future... @jonnykaldor - -
  24. 24. But are publishers now questioning their value? @jonnykaldor - -
  25. 25. It all really depends on what you’re after... @jonnykaldor - -
  26. 26. What sort of audience am I looking for? Smaller but more loyal and valuable audience Massive transient audience
  27. 27. Where is my audience coming from? Building a new customer base Large existing subscriber base
  28. 28. How am I going to take payment? I need an easy way to take cash I already have a paywall
  29. 29. Does my audience need to access content offline? I’ll need my content when I’m on Dartmoor Online only is fine
  30. 30. Is my content edition-based or continuous? Give me my cover to cover read Keep it flowing baby
  31. 31. How do my readers want to consume content? Curated journey through less content (relax) More content, search-based or dipping in and out (research)
  32. 32. How will I keep them coming back? I want push, background download, today widget, home screen, badges Direct mails are good
  33. 33. Do I need to tap into the features of the device? Yeah I want location, calendar, contacts, camera, audio player and the rest No thanks - let’s stick to the content
  34. 34. What skills do I have in house? I have loads of app developers (yeah right) or I have access to an app framework I have loads of great HTML developers
  35. 35. What do I want to sell to my advertisers? Interstitial ads under a new deal Well understood web- based CPM model
  36. 36. So it does look like apps still have a real future @jonnykaldor - -
  37. 37. But publishers are realising that they have to move beyond simple replicas to succeed @jonnykaldor - -
  38. 38. 6. Publishers continue to move to structured content (and the demise of the PDF replica for all but long tail) @jonnykaldor - -
  39. 39. 7. The cost of creating native apps has been slashed @jonnykaldor - -
  40. 40. Questions? @jonnykaldor - -
  41. 41. @jonnykaldor - -