Digital Editions Update
Digital Editions Update
Client update February 2013
Digital Editions Update
The Digital Landscape
Digital Editions Update
Small and smart, the saplings that will rise
after the press forest fire
"The decline in the quali...
Digital Editions Update
 IDC estimates that 1.7 billion smartphones were shipped globally in 2012. An increase
of 45% yea...
Digital Editions Update
Digital Editions Update
Over 62% of tablet and smartphone owners get the
news each week through their device.
60% will ret...
Digital Editions Update
Snacking, Research,
Community, Sharing
Ritualistic Pleasure of
Reading Lean back only better
A rea...
Digital Editions Update
Our Strategy
•Create and operate our digital editions under the
same business model as our print b...
Digital Editions Update
Our App offering
• The (container) app is free to download
• Editor’s Highlights – currently 6 fre...
Digital Editions Update
The App Family
Now available on iOS, Android, RiM and Windows 8
Also available on e-readers: Kindl...
Digital Editions Update
The Economist on…
Replicates the lean-back, immersive
experience that readers get in print.
Offers...
Digital Editions Update
Reception - media
Digital Editions Update
Reception - Users
Digital Editions Update
Jan 2013: Introduction of tappable ads on iPhone
Nov 2010: Launch iPad and iPhone apps
Feb 2011: R...
Digital Editions Update
Adoption – Unique Downloads
0
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
6,000,000
7,000,00...
Digital Editions Update
Captivated
Readers said they spent an average
of 2 hours and 15 minutes reading the
June 2nd
issue...
Digital Editions Update
Recall seeing or reading
89% 88% 87% 87% 85% 83% 83% 82% 82% 81% 80% 80% 79% 77% 75% 74%
69%
Leade...
Digital Editions Update
WHAT OUR READERS ENJOY ABOUT THE
ECONOMIST DIGITAL EDITIONS’ EDITORIAL
“Gives good insight and she...
Digital Editions Update
Advertising on the App
Digital Editions Update
Within the market, 2 models have been developing
 Beautiful
 Impactful
 Within content
Digital Editions Update
Recall rate in Digital Editions: 48%-75%
Source: Harvey Research, June 2012 Base: All recalling ad...
Digital Editions Update
What our readers say about our advertising
Source: Harvey Research, June 2012
“The visual appeal o...
Digital Editions Update
Digital Editions Update
Digital Editions Update
Digital Editions Update
Winner of the Digital
Magazine Awards 2012
Advertisement of the Year
Avis “It’s Your Space” iPad
a...
Digital Editions Update
Be clear on what you want the user
to do.
Lessons from the best ads
Keep it simple.
Think about th...
Digital Editions Update
Global Weekly Active Readers: 646,020
Up 7% from November
iPad iPhone
Android
(Smartphone)
Android...
Digital Editions Update
December active readers per region
Region
Smartphone
weekly readers
Tablet weekly
readers
Total we...
Digital Editions Update
Advertising report always
includes:
Readership
Ad Views/ Interactions
Share of Voice
Articles ...
Digital Editions Update
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  • Andrew Sullivan is an advocate for paid content model. Sekoya
  • (Sources for printed version) So its fair to say that Digital is out present. (A confirmation for print sales people that this is the way forward. Emphasis on present rather than future.) on Christmas Day 2012 over 17million devices were activated (Flurry).
  • The Economist has been working with PEW research to gain insights into readers’ habits. And its clear that they are changing, with over 62% of tablet…. Important to highlight as a source of latest info. BTW this came from a competition that was run and is a great one sheeter to keep with you with all the latest data. Its in your booklet.
  • The Economist has been working with PEW research to gain insights into readers’ habits. And its clear that they are changing, with over 62% of tablet…. Important to highlight as a source of latest info. BTW this came from a competition that was run and is a great one sheeter to keep with you with all the latest data. Its in your booklet.
  • In fact its important to remember this is why we developed Digital Editions. Our strategy back when it was a few people in one office has remained at the core of everything we have done over the last 2 years.
  • WISOTT although highlight the e-ink side of things. E-readers fall into digital editions but replicas or pdfs are the same as print. Strategically we decided not to add to print rate base therefore a little bit of limbo.
  • So as you know we ended up with our apps. With very strict guidelines that we had to adhere to.
  • WISOTT
  • To be updated
  • Justifying rates. It’s a different proposition.
  • Client

    1. 1. Digital Editions Update Digital Editions Update Client update February 2013
    2. 2. Digital Editions Update The Digital Landscape
    3. 3. Digital Editions Update Small and smart, the saplings that will rise after the press forest fire "The decline in the quality and depth of The Washington Post in the past few years has made readers less likely to pay for it, rather than more. What we have is a forest fire in which only the truly biggest, tallest sequoias will survive. Among magazines here I can see The New Yorker and The Economist surviving, but not lesser brands." The Sunday Times, 16 December 2012
    4. 4. Digital Editions Update  IDC estimates that 1.7 billion smartphones were shipped globally in 2012. An increase of 45% year on year. They predict that by 2016 that will grow to 2.2 billion.  Digitimes Research predict a 38% growth in global tablet shipment in 2013, to 210 million units. By 2015, they forecast there will be 300 million tablets shipped.  Over 33% of Americans own an e-reader, according to PEW, 22% own a tablet and 44% a smartphone.  According to Flurry, over 17 million devices were activated on Christmas Day. increase 35%. Digital is not the Future. It’s the Present.
    5. 5. Digital Editions Update
    6. 6. Digital Editions Update Over 62% of tablet and smartphone owners get the news each week through their device. 60% will return to trusted sources for their news. Importantly 21% of tablet owners read in-depth article on their tablets.
    7. 7. Digital Editions Update Snacking, Research, Community, Sharing Ritualistic Pleasure of Reading Lean back only better A reader of The Economist
    8. 8. Digital Editions Update Our Strategy •Create and operate our digital editions under the same business model as our print business  Subscriptions: premium pricing = print  Advertising: full page, beautiful, branding experience •Allow our customers to float between the medium of their choice without impeding us commercially •Focus on the deep/incisive premium content our customers love
    9. 9. Digital Editions Update Our App offering • The (container) app is free to download • Editor’s Highlights – currently 6 free articles • Full Edition – available to all digital and print subscribers • Single issues can be purchased in-app • Subscriptions can be purchased in-app, online, and by phone • Weekly issues – delivered to devices on Thursdays at 9pm (UK time) • Every article, graph, chart and photo from the weekly print edition (including audio) • Full page advertising
    10. 10. Digital Editions Update The App Family Now available on iOS, Android, RiM and Windows 8 Also available on e-readers: Kindle, B&N Nook & Kobo and on Zinio, Le Kiosk & ADLP
    11. 11. Digital Editions Update The Economist on… Replicates the lean-back, immersive experience that readers get in print. Offers a quick download of :15 for each issue. Provides an uninterrupted reading experience - wifi connection not needed. Supplies audio versions of each story are available, ideal for the mobile audience. Entices return visits with bookmarking of articles and access to past issues. Combining Brand Name Journalism with Digital Technology © The Economist 2012
    12. 12. Digital Editions Update Reception - media
    13. 13. Digital Editions Update Reception - Users
    14. 14. Digital Editions Update Jan 2013: Introduction of tappable ads on iPhone Nov 2010: Launch iPad and iPhone apps Feb 2011: Regionalisation of Ads April 2011: Premium positioning for Ads June 2011: Introduction of sharing and bookmarking on iOS apps Aug 2011: Launch of Android app for Smartphone Oct 2011: Upgrade of iPad app for Newstand Jan 2012: All Ads are allowed to tap out to any location April 2012: Launch of Android app for tablet app June 2012: Optimisation of Android app for ICS Dec 2012: Upgrade of iPhone app for Newstand globally Sept 2012: Introduction of Interactive ads on iPad Dec 2012: Launch of Windows 8 App The App Story so far… April 2012: Launch of Playbook html5 app Feb 2013: Launch of Blackberry 10 smartphone app
    15. 15. Digital Editions Update Adoption – Unique Downloads 0 1,000,000 2,000,000 3,000,000 4,000,000 5,000,000 6,000,000 7,000,000 8,000,000 Nov-10 Dec-10 Jan-11 Feb-11 Mar-11 Apr-11 May-11 Jun-11 Jul-11 Aug-11 Sep-11 Oct-11 Nov-11 Dec-11 Jan-12 Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12 Aug-12 Sep-12 Oct-12 Nov-12 Dec-12 Android iPhone iPad
    16. 16. Digital Editions Update Captivated Readers said they spent an average of 2 hours and 15 minutes reading the June 2nd issue of The Economist A fifth spent 3 hours or more reading the issue Readers have looked through the issue an average of 4 times Source: Harvey Research, June 2012
    17. 17. Digital Editions Update Recall seeing or reading 89% 88% 87% 87% 85% 83% 83% 82% 82% 81% 80% 80% 79% 77% 75% 74% 69% Leaders The w orld this w eek U nited States Europe Technology Q uarterlyB usiness Science and technology B ritain International Finance and econom ics A sia The Am ericas B ooks and arts M iddle Eastand Africa Letters Econom ic and financialindicators O bituary What our readers are reading Source: Harvey Research, June 2012
    18. 18. Digital Editions Update WHAT OUR READERS ENJOY ABOUT THE ECONOMIST DIGITAL EDITIONS’ EDITORIAL “Gives good insight and sheds light on the other side of a lot of stories” “I like the short summaries that keep me relatively knowledgeable about current events” “The Economist’s reporting is always more objective and informed than quality newspapers” “The Economist covers topics I don’t see elsewhere” “I do not always agree with The Economist’s opinions but it does often have a good argument” “Keeps me on my toes” “Great and mind opening material” “My way of keeping up with worldwide news” “It’s how I form my opinions on major world events” “Best buy. I have to keep up” “The quality of the Leaders is a principal reason for buying The Economist. Clear, well-reasoned analyses and policy development are always thought-provoking. I may not always agree, but I feel I have been informed” Source: Harvey Research, June 2012
    19. 19. Digital Editions Update Advertising on the App
    20. 20. Digital Editions Update Within the market, 2 models have been developing  Beautiful  Impactful  Within content
    21. 21. Digital Editions Update Recall rate in Digital Editions: 48%-75% Source: Harvey Research, June 2012 Base: All recalling ad 15% 62% Average Action taken Average Recall seeing Actions taken include tapping on ad (iPad only), returning to ad for more detail, speaking to family or friends about service or product and feeling more favourable about the advertiser.
    22. 22. Digital Editions Update What our readers say about our advertising Source: Harvey Research, June 2012 “The visual appeal of the ad - it's eye-catching” “Liked the opportunity to download an app to my iPad for further investigation.” “I read the Economist almost exclusively on my iPad and I liked the interactive features of the ad - especially the option for the app for further information”“Nice graphic design. The bold messages really made me want to learn how these superb results were achieved in such different business environments” “Great visuals, simple, contrasting text to read” “Visually appealing and the text matched the photography without effort” “Visually attractive ad and an interesting colour” “Possible business purchase” “Most relevant, eye-catching” “Liked the interaction via iPad” “Excellent. Complete configuration tool INSIDE the app. Very cool” “Interesting picture. Drew me in”
    23. 23. Digital Editions Update
    24. 24. Digital Editions Update
    25. 25. Digital Editions Update
    26. 26. Digital Editions Update Winner of the Digital Magazine Awards 2012 Advertisement of the Year Avis “It’s Your Space” iPad ad in The Economist
    27. 27. Digital Editions Update Be clear on what you want the user to do. Lessons from the best ads Keep it simple. Think about the user journey. Consider the device.
    28. 28. Digital Editions Update Global Weekly Active Readers: 646,020 Up 7% from November iPad iPhone Android (Smartphone) Android (Tablet) Global Audience Reach (What platform the reader is using) 35% 31% 31% 3% December Digital Editions at a glance * Weekly Active Readers: A weekly average of the unique devices that have accessed the apps during the period stated.
    29. 29. Digital Editions Update December active readers per region Region Smartphone weekly readers Tablet weekly readers Total weekly readers World Wide 397,994 248,027 646,020 North America 167,339 104,280 271,679 Latin America 11,118 10,893 22,011 C. Europe 59,212 40,918 100,130 Asia / Pacific 93,649 49,710 143,359 UK 54,154 30,069 84,222 Middle East & Africa 12,463 12,157 24,620 This report, provided for information purposes, has been compiled from data provided to us by third parties.
    30. 30. Digital Editions Update Advertising report always includes: Readership Ad Views/ Interactions Share of Voice Articles Read Reporting on bespoke ad features can be done seperately.
    31. 31. Digital Editions Update

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