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Digital: grande aliado e vendedor de assinaturas

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Apresentação de Fernando Costa (Diretor de Assinaturas / Editora Abril) no VII Fórum ANER de Revistas.

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Digital: grande aliado e vendedor de assinaturas

  1. 1. O DIGITAL COMO ALIADO NA VENDA DE ASSINATURAS Fernando Costa
  2. 2. PREVISÕES QUE NUNCA SE REALIZARAM
  3. 3. Previsões que nunca se realizaram Ken Olsen Fundador da DEC (Digital Equipment Corporation) - 1977 "Não há razão para qualquer indivíduo ter um computador em casa" "Não há razão para qualquer indivíduo ter um computador em casa"
  4. 4. Darryl Zanuck Produtor e cofundador da 20th Century Fox - 1946 "A televisão não se manterá no mercado após seis meses. As pessoas se cansarão de ficar olhando para uma caixa de madeira todas as noites” "A televisão não se manterá no mercado após seis meses. As pessoas se cansarão de ficar olhando para uma caixa de madeira todas as noites” Previsões que nunca se realizaram
  5. 5. Robert Metcalfe Fundador da 3Com - 1995 "Eu prevejo que a internet irá, em 1996, sofrer um colapso catastrófico” "Eu prevejo que a internet irá, em 1996, sofrer um colapso catastrófico” Previsões que nunca se realizaram
  6. 6. Nathan Myhrvold Diretor de tecnologia da Microsoft - 1997 "A Apple já está morta” "A Apple já está morta” Previsões que nunca se realizaram
  7. 7. Previsões que nunca se realizaram Bill Gates Cofundador da Microsoft - 2004 “Em dois anos, o spam terá desaparecido...”
  8. 8. Previsões que nunca se realizaram Profetas do Apocalipse e Pessimistas de plantão Em inúmeros congressos de editores… - 1996 “A revista impressa vai acabar nos próximos 5 anos...”
  9. 9. É muito arriscado fazer previsões... Principalmente, sobre o futuro!
  10. 10. Impresso ou Digital? Por que não... Impresso “e" Digital?
  11. 11. Ofertas para os vários públicos •a revista impressa •o combo (impressa + digital) •a revista digital Estratégia que adotamos
  12. 12. 3.5 3.6 3.9 4.1 4.2 4.5 4.4 4.5 4.5 1.500 2.000 2.500 3.000 3.500 4.000 4.500 5.000 2005 2006 2007 2008 2009 2010 2011 2012 2013 Carteira de Assinaturas Em milhões Impressa Impressa+ Digital A venda de revista se mantém forte Fonte: EDA – Resultado Real até agosto/2013 4,8 • Crescimento de 37% em 8 anos ( 4%a.a. ) • Em 2013: • Faturamento: + 18% • Nº assinaturas: + 6%
  13. 13. Participação por Tipo de Oferta no Canal Assinaturas Base: Radar Assinaturas – Real Agosto/2013
  14. 14. Considerações • Não negamos a chegada, a importância e o futuro crescimento do digital. Mas, tudo no seu devido tempo • Estimulamos fortemente a experimentação e conhecimento do digital com a venda de combos • Nosso “core business“ é a geração de conteúdo relevante e com curadoria... • ... e é isso que mantém o forte vínculo que temos com os nossos leitores. Independe em que plataforma...
  15. 15. PENSEM NISSO…
  16. 16. O DIGITAL COMO ALIADO NA VENDA DE ASSINATURAS Fernando Costa fernando.costa@abril.com.br

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