1 Transforming your Company. Lessons from world leaders“6-7% OF THE REVENUE IS INVESTEDIN MARKETING THE PRINT EVERYYEAR. BECAUSE PRINT STILL MATTERS.”Even as the website’s reach is 24,6 million. They also have 1,2million news application downloads. Times of India online is theno.1 channel in India. Ravi Dhariwal CEO of Times of India “CHANGING THE CULTURE IN MY COMPANY WAS HARDER THAN TURNING PROFITABLE AGAIN”. DN went from -109 million SEK in 2009 to +143 million SEKGunilla HerlitzCEO & Chief-Editor, in 2011!Dagens Nyheter, SE
Transforming your Company. Lessons from Edda Media. from print to multimedia1. MENTAL REVOLUTION! -> all employees re-applied for new functions2. Create joint projects across departments3. Focussed and intensive management: demanding for the staff4. Deﬁne ambitious targets: simple and visible. Erling Omvik Chief-Editor, Fredrikstad Blad, Norway
2 Lessons from Journal Register Company DFS = Digital First Strategy 2010: from bankruptcy to US$41M proﬁt, audience grew twice. 2011 digital revenue to pay for newsroomsJim BradyEditor-in-Chief JRC DFS = basis for turnaround of Journal Register Company Hire leading Digital Journalists. Promote Digital savvy employees. Hire content creators. Journalists need to understand business side is not their enemy Understand that good content comes from places other than your newsroom.
3 Lessons from Fairfax Media “Transactions Are The New Classiﬁeds” Create across platforms -> monetise every platform: make every channel sale proﬁtable Product portfolio that follows the audience throughout the day.Robert WhiteheadDirector ofMarketing & Sales one ad specialist for each platform + one single coordination point Advertisers - called sponsors - pay transaction based Make single-purpose apps. There is no limit to the number of apps you can develop!
4 Lessons for your advertising executives! Data is the new oil! How well do you really know your audience to sell to your advertisers? Publishers do Groupon-like deals better than Groupon! Learn from Sweetdeals, Tickles, ... Never ever offer €0 deals on your classiﬁed sites. Train your advertising team and agencies. Continuously. Create the “Newspaper Academy”. Move from environment to audience. FOLLOW INMA.ORG ADVERTISING BLOG
5 It’s The Fast That Eat The Slow! Axel Springer: only 25% of journalists are qualiﬁed to create multimedia content. Dont trust consultants to change your newsroom. It has to come from yourself, your mindset, your culture! Online paid content network Piano in Slovakia: one login, one ﬂat fee, many newspapers. 1st month: 40’000EUR in revenues, enough to pay 25 journalists. De Standaard in Belgium: 88% of readers happy with PDF replica, still invested in a tablet optimized version.
6 Things To Know When Developing Apps Use capabilities of the device. Find a USP and Make sure your marketing stresses that USP. Use social media. People love to share and comment. Consider cross pollination linking app to web/mobile site. HTML5 can reduce costs and increase efﬁciency (platform agnostic!). An HTML5 cross-platform, one-click credit card payment system is possible! Use a hybrid model of internal development & outsourcing and make damn sure you have the rights to all the code! FOLLOW INMA.ORG MOBILE BLOG
7 Growing Your Audience and Growing Loyalty Hyperlocal with a heart Het Belang van Limburg: 48 communities w/ own websites. Saturdays 10 community editions in print with UGC. Your local readers are your also local advertisers. To make hyperlocal work, commercial manager sits in the newsroom Don’t think “social media”, think “social campaigns”. Inspire the community. Lead.
8 New Oxygen, New Growth. Too many print-people touching digital, not enough digital-people touching print. Learn from Googles unique company culture. Stop meetings to plan meetings. Meet standing up. We do not sell content. We sell convenience. Everyday we are in the business of recreating demand of our products. FOLLOW INMA.ORG
October 19-21 Cascais, PortugalEuropean Conference 2011 | Stay Ahead of Your Audience
LESSONS LEARNED INMA European Conference 2011 October 19-21, Cascais, Portugal by Tom Corbett