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In the Niches:
Market Verticals Reaping the
Rewards of Scale
David Nussbaum, Chairman & CEO
F+W Media
@dnussbaum @fwmedia
www.fwmedia.com
@dnussbaum @fwmedia
www.fwmedia.com 2
@dnussbaum @fwmedia
www.fwmedia.com 3
@dnussbaum @fwmedia
www.fwmedia.com 4
@dnussbaum @fwmedia
www.fwmedia.com 5
@dnussbaum @fwmedia
www.fwmedia.com 6
"Failure is not fatal;
failure to change might
be."
- John Wooden
7
@dnussbaum @fwmedia
www.fwmedia.com
@dnussbaum @fwmedia
www.fwmedia.com
2008 2013
8
How did we get there?
• Focus on Core Communities
• Create economies of scale
• Establish new departments of expertise in
digital media, events, online education, more
• Shared resources focused on core
communities
@dnussbaum @fwmedia
www.fwmedia.com 9
Fiction
Horticulture Genealogy
Living Ready
Numismatics
Construction Woodworking
World Tea Automotive Sports
CRAFTS
DESIGN & WRITING
FINE ART
LIFESTYLE & HEALTH
COLLECTIBLES OUTDOORS
All F+W Communities
@dnussbaum @fwmedia
www.fwmedia.com 10
CRAFTS
DESIGN & WRITING
FINE ART
LIFESTYLE & HEALTH
COLLECTIBLES OUTDOORS
Core F+W Communities
@dnussbaum @fwmedia
www.fwmedia.com 11
Core Communities: Then and Now
@dnussbaum @fwmedia
www.fwmedia.com
+ 38% Overall Revenue Growth
12
2010 2013
"The problem is never
how to get new,
innovative thoughts into
your mind, but how to get
old ones out."
- Dee Hock, Founder of Visa
13
@dnussbaum @fwmedia
www.fwmedia.com
@dnussbaum @fwmedia
www.fwmedia.com 14
eCommerce
• Create dedicated team
• Establish common platform
• Resources assigned to core
Communities
• Systems/ email marketing/
online retailing / third-party
products / inventory logistics
expertise
@dnussbaum @fwmedia
www.fwmedia.com 15
Events
• Create dedicated team
• Establish common platform
• Resources assigned to core
Communities
• Event planners / marketers /
logistics expertise
@dnussbaum @fwmedia
www.fwmedia.com 16
Online Education
• Create dedicated team
• Establish common platform
• Resources assigned to core
Communities
• Instructors / Marketers /
Product Developers
@dnussbaum @fwmedia
www.fwmedia.com 17
Audience Development
• Create dedicated team
• Establish common platform
• Resources assigned to core
Communities
• SEO / SEM / Email
Marketing / Audience
Development / Social Media
expertise
@dnussbaum @fwmedia
www.fwmedia.com 18
2013
Results: Then print/publishing = 90% of all revenues.
Now print/publishing = 67% and we’ve increased
overall revenue by +38%.
@dnussbaum @fwmedia
www.fwmedia.com 19
2010
20
@dnussbaum @fwmedia
www.fwmedia.com
Diversify Your Content Portfolio
@dnussbaum @fwmedia
www.fwmedia.com
From books and
digital downloads,
to video & DVDs,
online education,
ecommerce
exclusives, and
more
21
You need to own the
relationship and ensure
customer loyalty
through exclusive
experiences,
unparalleled content,
exceptional service
Focus on Your Core Communities
@dnussbaum @fwmedia
www.fwmedia.com 22
Create dedicated expert teams
 Look outside the industry
 Find and hire the right talent
 Give the tools needed to succeed
 Or partner with the best
Establish common platform
Assign talent to Core Communities
Focus on Economies of Scale
@dnussbaum @fwmedia
www.fwmedia.com 23
"Innovation has nothing to do with how
many R&D dollars you have. When
Apple came up with the Mac, IBM was
spending at least 100 times more on
R&D.
It's not about money. It's about the
people you have, how you're led and
how much you get it." - Steve Jobs
24
@dnussbaum @fwmedia
www.fwmedia.com

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David Nussbaum - In the Niches: Market Verticals Reap the Rewards of Scale