1. LA PRESSE+
A game changer in the media industry ?

2. Why this App is revolutionary ?
LA PRESSE+ is not an iPad App

3. Why this App is revolutionary ?
LA PRESSE+ is not an iPad App
only

4. Why this App is revolutionary ?
LA PRESSE+ is a new digital media

5. Simple definition of a traditional media
1
Express
Talents
2
Captivate
Audience
3
Integrates, Participates
Advertisers
Media

6. Simple definition of a traditional media
$
Subcription revenus +
Ads revenus
!
$
Production + Delivery
costs
+$ -$
Lost & Benefits
$

7. Our actual flag ships
1
2
3
Talents
Audience
Advertisers
LA PRESSE
1
2
3
Talents
Audience
Advertisers
lapresse.ca
Tomorrow ?Yesterday ?
+ -
$
+ -
$

8. Why ? Same ingredients,
but a different experience
Paper Satisfaction Path Immersion Ritual
WebPrint

9. 2010

10. 2010
And what if we could digitalize the same
quality on a new media?

11. Our mission
1
2
3
Talents
Audience
Advertisers
LA PRESSE+
Tomorrow !
+ -
$

12. 2010
A vision
Satisfaction Path Immersion Daily ritual

13. Existing Digital Media
1A Mobile Application with
the same content as of the
web (Data Driven Robot)
3A « Responsive design »
web site or a HTML 5 web
Application
2
A mobile application with
the same content of the
news paper adapted for
tablets

14. 1
A Mobile Application with the
same content as of the web (Data
Driven Robot)

15. A Mobile Application with the same
content as of the web (Data Driven Robot)
Converter
1

16. 1
Converter
A Mobile Application with the same
content as of the web (Data Driven Robot)

17. 2
A mobile application with
the same content of the
news paper adapted for
tablets

18. A mobile application with the same
content of the news paper adapted for
tablets2

19. Converter and post-production
2A mobile application with the same
content of the news paper adapted for
tablets

20. 2
Monthly
Weekly
Daily
A mobile application with the same
content of the news paper adapted for
tablets

21. Converter and post-production
2A mobile application with the same
content of the news paper adapted for
tablets

22. 3
A « Responsive design » web site
or a HTML 5 web Application

23. A HTML 5 Mobile App
3

24. 3A HTML 5 Mobile App

25. 3A HTML 5 Mobile App

26. 3
User ExperiencePerformanceProduction
A HTML 5 Mobile App

27. 3A HTML 5 Mobile App

28. 3
Real Time News
Ads
App
A HTML 5 Mobile App

29. 3A HTML 5 Mobile App

30. 1A Mobile Application with
the same content as of the
web (Data Driven Robot)
3A « Responsive design »
web site or a HTML 5 web
Application
2
A mobile application with
the same content of the
news paper adapted for
tablets
Existing Digital Media

31. So we had to look at
something else

33. We needed a bold vision
Obtain permission from users to let us
tell a story

34. A fundamental question
Why Web Ads or Mobile Ads
are intrusive and not welcome?

35. In this workflow, the user expect a content
and an ad is then ordered and delivered
Answer: Ads are delivered by order

36. Discover vs Impose
Secret: Create a fluid workflow
Instead of having pages pushed to you
discover content by swiping pages

37. Result ? We obtain
to let us tell a story
A Story here Next

38. A Story here Next
Result ? We obtain
to let us tell a story

39. An Ad here Next
Result ? We obtain
to let us tell a story

40. Result ? We obtain
to let us tell a story

41. Key Word:
A manual edition of the
content done internally
(News Editors and
Replica Author)
Interactive Ad
integrated into
the content
(AdLab)
Specific content
adapted to the App
(StoryTelling)
A unique experience
edition delivered
(La Presse+ App)
a b
c
d
=

42. A Complete Infrastructure
Replica Author
Lucid + Assembler
Distribution System
AdGear
QuickLayout
Brainworks
MediaSpectrum
Enterprise Service Bus
LA PRESSE +

43. The right solution
1
3
Talents
Advertisers
LA PRESSE+ 2 Audience
+ -
$

44. 1
3
Talents
Advertisers
LA PRESSE+ 2 Audience
+ -
$
The right solution

45. Conclusion

46. •The first 100% native App with rich interactive «daily» content
•Ads are part of the content, readers welcome those ads
•We had to create our own editing tools to be able to produce rich
interactive daily content
•Readers fall into a print media model: they allow us to tell them a story,
they have fun with content and they play with it
•On top of that, the app offers real time data driven content so to stay
up to date during the day
Why this App is revolutionary ?

47. Comparison Grid
1 2 3 LA PRESSE
+
«Data Driven» content
RSS Feeds
or web content
Print
Adapted to digital
media (PDF)
HTML 5
App or « Responsive
design » Web site
100% native
with level 2
User Experience
Interactivity
Emotion
instantaneousness
Daily
Production
Real discovery path
Ads well integrated

48. Why this App is revolutionary ?
LA PRESSE+ is not an iPad App

49. Why this App is revolutionary ?
LA PRESSE+ is not an iPad App
only

50. Why this App is revolutionary ?
LA PRESSE+ is a new digital media

51. How can we do this?
Okay but...

52. Objective
Build a tool that will permit a limited
number of news editors to create a daily
rich interactive edition

53. Result: A very complex ecosystem

54. We needed to find the best partners

55. We needed the best team
106 people dedicated
to the project

56. We needed money
40 million dollars

57. We needed the best marketing campaign
Play

58. And now?
175 000 Subscribers
83% returning
Session length between 3 and 30
minutes

59. And now?
From all over the world

60. What others are saying about us?

61. Good news !
It’s only the beginning

62. Finally
Thank you
for being part of this
unique adventure