Presented by Wolf Von Der Hagen - Indocine Media (Vietnam) This slideshow is from a presentation at the M2 Marketing & Media events in Ho Chi Minh City, Vietnam organized by ITV-Asia.com and VietnamBusiness.TV To see videos from the events, interviews with speakers and to get information on upcoming M2 - Marketing & Media Network events please visit VietnamBusiness.TV

1. Size matters
Wolf von der Hagen
Commercial Director
IMV Vietnam
M2 Network 4 March 2015

2. This slideshow is from a presentation at the M2 Marketing & Media events
in Ho Chi Minh City, Vietnam organized by ITV-Asia.com and VietnamBusiness.TV
To see videos from the events, interviews with speakers and
to get information on upcoming M2 - Marketing & Media Network events
Please visit VietnamBusiness.TV

3. M2 Network 4 March 2015
Indochine Media Ventures
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Vietnam business insights, videos & research

4. M2 Network 4 March 2015
Brand communication before
the Internet
Ads = top down
Magazines = objective assistance
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5. M2 Network 4 March 2015
Brand communication today
Person to person
• Word of mouth
Advertising still needed?
• Communication of brand promises at every
touch-point
• Product itself better be great!
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6. M2 Network 4 March 2015
Touch-points
TV
Print
Radio
Events
Stores
Digital
• I got a web page
• I am on Facebook!
• Online shopping
• Newsletters
• Magazines
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7. M2 Network 4 March 2015
Magazines in the
digital age
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8. M2 Network 4 March 2015
Content is still king
Publishers learned to use new channels
Publishers are content agencies
Reach the audience where they are
• Print
• Desktop
• Mobile
Impressions growing
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9. M2 Network 4 March 2015
Print magazine
Print-runs stable
Ad revenues declining
Event revenues increasing
Bundles offered
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10. M2 Network 4 March 2015
Digital - It’s like the wild, wild West
- it’s fun, but every 3 months it’s different
Faster
Shorter content
Can I view the content on my smart phone?
Preserve the essence of the magazine
Revenues growing
• Competing with social media
• FaceBook
• Fashion bloggers
• Competing with free media
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11. M2 Network 4 March 2015
What clients do we have?
Brands
• Branding = long-term planning
• Sales = no matter where
Distributors
• Sales = in my store = NOW!
• Branding = does it help to get revenues NOW?
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12. M2 Network 4 March 2015
Clients are concerned about
Scale = Who is my audience?
Costs = What is my ROI?
Metrics = Depends on the objectives
• For print?
• For digital?
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13. M2 Network 4 March 2015
Content
Editorial Advertorial Ad
Publisher
Responsibility
Client Client
Native advertisement
=
Sponsored editorial
Agency?
Publisher?
Trend: Publisher has a
content agency
Digital: Enhanced ads
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Vietnam business insights, videos & research

14. M2 Network 4 March 2015
Why magazines won’t
die
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15. M2 Network 4 March 2015
Time well spent
subscribers
time spent (minutes)
digital only print only
new cross-
platform
loyal cross-
platform
print issues 85.4 67.9 78.8
digital
issues
70.2 46.4 47.0
total time
spent
70.2 85.4 114.3 125.8
Source: Condé Nast Digital Subscriber Survey, June 2012
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16. M2 Network 4 March 2015
Time well spent
Read time: ø 30 - 40 minutes
Access: ø 2.5 times
Reading: Linear = From front to back
Content = Informative, inspirational
Readers prefer to look at ads = Size matters!
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17. Thank you!
Visit VietnamBusiness.TV for
Vietnam business insights, videos & research

18. This slideshow is from a presentation at the M2 Marketing & Media events
in Ho Chi Minh City, Vietnam organized by ITV-Asia.com and VietnamBusiness.TV
To see videos from the events, interviews with speakers and
to get information on upcoming M2 - Marketing & Media Network events
Please visit VietnamBusiness.TV