FIPP asked us to find the most innovative ideas in magazines and we eventually settled on 32 case studies. They are all contained in our book, which due to its size and weight, I chose NOT to bring but if, after this presentation, you are interested can be purchased online at:
Of the 249 titles MPA tracks, 227 saw advertising shrink in 2009 over 2008. A 91% fail rate. Of the 22 that increased revenue, five were Meredith Publications.
While the iPad is sexy and fun and could, according to a McKinsey report last week, sell 8-10 million units by the end of the year, it pales next to the sales of smart phones.
Hola understands their audience and delivers highly targeted content on its television shows -- fashion and royalty and celebrities. They DON’T do weather, news, sport, etc.
AR got a lot of flack for being a flash in the pan, but magazines dismiss innovations like this at their peril. For certain audiences and for certain advertisers, this “gimmick” could be a solution.
They create greeting cards, calendars, journals, mini-books, all paper-rich experiences
And just last Friday, the Italian magazine Panorama, in conjunction with Citroen, debuted a similar feature in their most recent issue, gaining a lot of press and significant advertising revenue from Citroen.
When the writer assigned to the Libelle story told a friend from the Netherlands that she was featuring Libelle, the friend laughed and said something to the effect that that old dinosaur of a magazine was for grandmothers. Not anymore.
Some forecasters predict smart phones will be the majority of units by the end of 2011, others a bit later, but it’s inevitable and those billions of units will dwarf the potential audience of tablets. The Guardian sold 70,000 of its app at $4/pop ($3.2 m) and readers downloaded 300,000 of the Telegraph’s free app
In the middle of the recession and on the heel of the closing of Gourmet magazine, The FNM started with 300,000 circulation in the fall and hit the one million mark in December.
MagNation uses social media to advance sales, including asking customers where the next store should be and offering freebies if they show up in their undies! Zinio is the world’s largest virtual newsstand offering thousands of magazines for access by computer, e-reader and mobile. And MaggWire is creating an i-Tunes for magazines so readers can channel surf, choosing articles by area of interest
76% of Americans netizens use social networks; in China it’s an astounding 92%
Inovação em Revistas
INNOVATIONSIN MAGAZINESANER14 September 2010
Boa manhãO meu nome é JohnWilpers. Sou um consultorsênior com a Companhia deConsulta de Meios deComunicação de Inovaçãofora de Londres e aBarcelona. Sou do Bostononde muitas pessoas dizemo português (contudo, nãosou um deles, mas estouindo tentar muito muitofazer assim para um par deescorregadores!). Por favordesculpe a minha pronúncia.
Algum contextoOs Meios de Comunicação deInovações o grupo Consultanteajuda companhias de meios decomunicação ao redor do mundoa implementar inovaçõespermanecem competitivos e têmsucesso no novo mundo depúblico leitor crescente, alcance, ereceita através de múltiplasplataformas e múltiplos meios decomunicação, assim solidificando eestendendo a sua marca. Como aparte dos nossos serviços,investigamos e escrevemos esterelatório sobre inovações globaisem revistas de FIPP, a associaçãomundial de revistas.
INNOVATIONOS TEMPOS DIFÍCEIS EVOCAM O PÂNICO...Enquanto muitos publicadoresenfrentam tempos difíceiscortando e economizando,muitos outros estãocontariando tempos difíceiscom trabalho difícil e inovaçãoE BRILHO
INNOVATIONESTAAPRESENTAÇÃODESTACARÁ OBRILHOE confiantemente inspire obrilho semelhante entrevocê como você diagrama oseu futuro hoje e avançar
INNOVATIONSINMAGAZINESWORLDREPORT2010WWW.INNOVATION-MEDIACONSULTING.COM2Branded contentwill be thesalvation of ourbusinessContent builtaround passiongroups connectswith readers
QuickTime™ and aH.264 decompressorare needed to see this picture.The iPad is a game-changer,a second life for magazinesfor both content andadvertisingNext IssueMedia is theprototype ofad/contentnetworks ofthe future.INNOVATIONSINMAGAZINESWORLDREPORT2010WWW.INNOVATION-MEDIACONSULTING.COM3
2D tags expand yourcontent reach to newplatforms AND previouslyunreachable moments inconsumers lives2D tags enable rich mediaadvertising and editorial contentat the moment the consumerneeds either or bothINNOVATIONSINMAGAZINESWORLDREPORT2010WWW.INNOVATION-MEDIACONSULTING.COM4
QuickTime™ and adecompressorare needed to see this picture.
Television production bymagazines, done simplyand multiple times a day,can deliver an audienceVideo contentworks best whenzeroes in on readerpassions not juststandard TV newsfareINNOVATIONSINMAGAZINESWORLDREPORT2010WWW.INNOVATION-MEDIACONSULTING.COM5
Augmented reality can be agimmick, or it can bea powerful new strategy fordelivering a richinformation experienceAugmented reality may havemore potential for advertiserswhere interactivity, lively videopresentation, and click-to-buyfunctionality would berevolutionary.INNOVATIONSINMAGAZINESWORLDREPORT2010WWW.INNOVATION-MEDIACONSULTING.COM6
In a digital age, Flow is proving thatrich, real-paper, tactile experienceslike high-quality cards, notebooks,journals, and, yes, high-qualitymagazines can sell.Sometimes, going againstthe tide is the path tosuccess. With most paperproducts shrinking andminimizing, theres anostalgia for rich, old-fashioned print.INNOVATIONSINMAGAZINESWORLDREPORT2010WWW.INNOVATION-MEDIACONSULTING.COM7
While not quite the liveaction pages seen in the"Harry Potter" movies,video in print finally cameto life in EntertainmentWeekly in a very small, verybasic way — a harbinger ofthe future.Innovation isbeing drivenas much byadvertisers asby editors.INNOVATIONSINMAGAZINESWORLDREPORT2010WWW.INNOVATION-MEDIACONSULTING.COM8
Respecting readers timeconstraints while feedingtheir passions can lead tocreative offerings like adaily three-minute videomystery show.Piggybacking on trends like realityTV and giving it a brand twist withreader involvement can draw big,diverse audiences.INNOVATIONSINMAGAZINESWORLDREPORT2010WWW.INNOVATION-MEDIACONSULTING.COM9
There is a brand-extending, digital gameinside every excitingmagazine story,according to NationalGeographic Gaming CEOChris Mate.While the cost ofcreating games issteep (est.$150,000), the timeto recover thosecosts is onlyabout 16 months.INNOVATIONSINMAGAZINESWORLDREPORT2010WWW.INNOVATION-MEDIACONSULTING.COM10
Finding a niche (e.g., lovehoroscopes) and using itas a hook to the largerbook can cement a readerrelationshipExploit that reader passionacross as many platformsas possible so the readeris never, ever without yourcontent.INNOVATIONSINMAGAZINESWORLDREPORT2010WWW.INNOVATION-MEDIACONSULTING.COM11
The iPad is exciting, butmobile phones are ubiquitousand increasingly "smart,"making them THE platformwith the greatest short-termpotential. Smart phone sales inBrazil increased 128% in thefirst half of 2010Between chargingfor the iPhone appand selling advertisingon free iPhone apps,publications are seeingas much as ten-foldreturn on investment.INNOVATIONSINMAGAZINESWORLDREPORT2010WWW.INNOVATION-MEDIACONSULTING.COM12
Whether you startwith a TV showor a magazine,success comesfrom expandingyour brand acrossmultiple platformsand products.The FoodNetworkMagazines keysto success:television tie-in,celebrity chefs,behind-the-scenes info, andtons of easyrecipes.INNOVATIONSINMAGAZINESWORLDREPORT2010WWW.INNOVATION-MEDIACONSULTING.COM13
Against conventionalwisdom, bricks andmortar nichemagazine shops areworking.Zinio.com, the worlds largestvirtual newsstand, digitizesthousands of magazines forpurchase by computer,e-reader, and mobile device,and last week announced across-title advertisingprogram.INNOVATIONSINMAGAZINESWORLDREPORT2010WWW.INNOVATION-MEDIACONSULTING.COM14
The Economist sendsfree text messagesdescribing an issuescontent the nightbefore publicationguaranteeing crack-of-dawn delivery onyour doorstep…forless than thenewsstand price.Observing non-subscriber behaviorvia this purchase-on-demand helpsThe Economist better understandwhat motivates their purchases.INNOVATIONSINMAGAZINESWORLDREPORT2010WWW.INNOVATION-MEDIACONSULTING.COM15
Seeking to save money,save the environment,and curry favor with eco-conscious consumers,magazines areexperimenting with papermade from stone, wrapsthat dissolve in hot water,and carbon footprintcalculators.In an age ofincreasingenvironmentalawareness andaccountability,no right-mindedcompany can affordto ignore greenissues. In themedium and long-term, this invariablymakes goodbusiness sense.INNOVATIONSINMAGAZINESWORLDREPORT2010WWW.INNOVATION-MEDIACONSULTING.COM16
INNOVATIONSINMAGAZINESWORLDREPORT2010WWW.INNOVATION-MEDIACONSULTING.COM16In Oct., ’09, CreativeReview sold itsnewsstand issues in abag that dissolves in hotwater. Simply place thewrap in 60-degree (F)water and watch itdissolve. No waste. Nolandfill. Even the resultingwater is drinkable.... Ididn’t try it
Fusion Journalism: the application ofmultiple journalistic tools — interviews,extensive reporting, analysis, photo essays,etc. — to cover a single subject from variousangles.For example, one issue of Unica was entitled"Black." Originally intended to recognize theachievements of Barack Obama, the magazine wasable to explore other elements includingblackness in fashion, science (black holes),literature, society (equality and inequality), sports(the role of black athletes), and humor (includingso-called "black humor").INNOVATIONSINMAGAZINESWORLDREPORT2010WWW.INNOVATION-MEDIACONSULTING.COM17
While Fast Company wasone of the first magazines toadopt social networking(1997), they havediscovered that it is theirunique, original content thatmakes the difference.The focus of the FastCompany home pagehas changed fromsocial media to its"core competencies"— the bread andbutter reporting thebrand was built on.INNOVATIONSINMAGAZINESWORLDREPORT2010WWW.INNOVATION-MEDIACONSULTING.COM18
The new digital narratives requirea complete re-invention of workingspaces so a single editorial teamcan be in touch with its potentialaudience all the time, across allplatforms, and in all forms ofmedia.Magazines must study, chart,and analyze the informationconsumption cycle of theiraudience and builddepartments that producemulti-media content that isrelevant throughout the dayon paper, online, on air, andon mobile.INNOVATIONSINMAGAZINESWORLDREPORT2010WWW.INNOVATION-MEDIACONSULTING.COM19
• Young is better than old.• Pretty is better than ugly.• Rich is better than poor.• Movies are better than television.• Movies and television are betterthan music.• Movies, TV and music are allbetter than sports.• Anything is better than politics.• Nothing is better than a deadcelebrity.Here are some newcover guidelines forthe 21st centuryINNOVATIONSINMAGAZINESWORLDREPORT2010WWW.INNOVATION-MEDIACONSULTING.COM20
INNOVATIONSINMAGAZINESWORLDREPORT2010WWW.INNOVATION-MEDIACONSULTING.COM20And then there areout-of-the-boxcovers: The blinkingred eyes of TheTerminator on TotalFilms Dec. 08cover, the recentaugmented realitycovers of Wallpaperand Esquire, and the3D cover of ClassicRock.
Scholastic Parentand Child bucked theunwritten rule and ran anad on its April 09cover….and has done soalmost every monthsince forroughly$100,000/month.Others haveexperimented withadverts "in" ratherthan "on" the cover:pull-back flaps, "trapdoors," fake covers, tabssaying "Pull This," andwrap-around ads.INNOVATIONSINMAGAZINESWORLDREPORT2010WWW.INNOVATION-MEDIACONSULTING.COM21
Platforms providingaccess to multimediacontent are multiplying ata dizzying rate from cellphones and computers toe-readers, tablets andtelevisions.An example: Zinios Vivmagcontains all the basic magazineelements: text, photos, and ads,plus slideshows, video clips,Flash, interactive advertising,etc.INNOVATIONSINMAGAZINESWORLDREPORT2010WWW.INNOVATION-MEDIACONSULTING.COM22
Monocle and XXI have proventhat there is a market forhigh-quality, long-formjournalism sold at a premiumprice to unique, high-endmarket.INNOVATIONSINMAGAZINESWORLDREPORT2010WWW.INNOVATION-MEDIACONSULTING.COM23
Women crave storiesabout celebrities forprurient pleasure AND"relate-ability." They putthemselves in celebsshoes and look foradvice on coping withlife crises.Bonnies laws:1) "Relate-ability"2) Online differentfrom print3) Immediacy4) Clear distinctvoice & POV5) Visually exciting6) Evolve7) Original contentINNOVATIONSINMAGAZINESWORLDREPORT2010WWW.INNOVATION-MEDIACONSULTING.COM24
Brazils Capricho: Tocapture teenaudience, be wherethey are — allplatforms, multipleproducts, multipleniches.Capricho usestelevision programs,branded teenproducts, teenambassadors, socialnetworks, teensubmitted photosand content, liveevents, and a TVprogram.INNOVATIONSINMAGAZINESWORLDREPORT2010WWW.INNOVATION-MEDIACONSULTING.COM25
It is too late to closethe barn door of freecontent, but it is nottoo late to adopt the"free-mium" model ofsome free, some paidpremium contentSome publishers are chargingfor content indirectly by putting aprice on their smart-phone apps,recouping in one case ten timestheir investment.And there is theconsortium of fivemajor publisherslaunching a serviceto both charge forcontent and acceptpaid advertising.INNOVATIONSINMAGAZINESWORLDREPORT2010WWW.INNOVATION-MEDIACONSULTING.COM26
The Good Foodbrand started asa magazine in1989 and now hasmillions of peoplereading, watching,and buying GoodFood products orattending GoodFood events inincreasing numbers.Traffic to the Good Foodwebsite has increased by 75percent every year since itslaunch in 2006, and itsreadership is five times thatof the magazine.INNOVATIONSINMAGAZINESWORLDREPORT2010WWW.INNOVATION-MEDIACONSULTING.COM27
Editorial "curators" find thebest bloggers writingexquisitely about topics ofinterest to the magazinesreaders and recruit thosebloggers to appear on themagazines website.No money is exchanged;it is a pure content-for-exposure play.The magazines win by gettingtop-notch content; thebloggers win by gettinga large audience vastlybeyond anything they couldgenerate on their own.INNOVATIONSINMAGAZINESWORLDREPORT2010WWW.INNOVATION-MEDIACONSULTING.COM28
Forbes offers customizabletools for investors, businessowners, casual browsersINNOVATIONSINMAGAZINESWORLDREPORT2010WWW.INNOVATION-MEDIACONSULTING.COM29• "Attache": a personal briefing(news, sports, business,etc.)• "OrgChartWiki": givesreaders an inside look atcompanies• "Entrepreneurial Toolkit":helping business ownersevaluate their operationcompared others,• "Portfolio Tracker": in-depth, real-time market/stockdata
Social media strategiesenable magazines toreach out to readers,pushing content theymight not otherwise seeand pulling in readerfeedback and content.The key is to use socialmedia platforms the waythey are supposed to beused, not just for linkingINNOVATIONSINMAGAZINESWORLDREPORT2010WWW.INNOVATION-MEDIACONSULTING.COM30
Frisbees, T-shirts, scented pages,tin cans full of surprises, andmisplaced belongings are a few ofthe vehicles being used to createmagazines that truly stand apartin a sea of offerings.INNOVATIONSINMAGAZINESWORLDREPORT2010WWW.INNOVATION-MEDIACONSULTING.COM31
Readers of the futurewill call upinformation without acomputer fromvirtually any sourceonto virtually anysurface, even theirhands.Products like SixthSense canreplace e-readers, tabletsand computers, allowingdigital versions of magazinesto be projected onto anyavailable surface.INNOVATIONSINMAGAZINESWORLDREPORT2010WWW.INNOVATION-MEDIACONSULTING.COM32
QuickTime™ and adecompressorare needed to see this picture.