INNOVATIONS
IN MAGAZINES
ANER
14 September 2010

Boa manhã
O meu nome é John
Wilpers. Sou um consultor
sênior com a Companhia de
Consulta de Meios de
Comunicação de Inovação
fora de Londres e a
Barcelona. Sou do Boston
onde muitas pessoas dizem
o português (contudo, não
sou um deles, mas estou
indo tentar muito muito
fazer assim para um par de
escorregadores!). Por favor
desculpe a minha pronúncia.

Algum contexto
Os Meios de Comunicação de
Inovações o grupo Consultante
ajuda companhias de meios de
comunicação ao redor do mundo
a implementar inovações
permanecem competitivos e têm
sucesso no novo mundo de
público leitor crescente, alcance, e
receita através de múltiplas
plataformas e múltiplos meios de
comunicação, assim solidificando e
estendendo a sua marca. Como a
parte dos nossos serviços,
investigamos e escrevemos este
relatório sobre inovações globais
em revistas de FIPP, a associação
mundial de revistas.

INNOVATION
OS TEMPOS DIFÍCEIS EVOCAM O PÂNICO...
Enquanto muitos publicadores
enfrentam tempos difíceis
cortando e economizando,
muitos outros estão
contariando tempos difíceis
com trabalho difícil e inovação
E BRILHO

INNOVATION
ESTA
APRESENTAÇÃO
DESTACARÁ O
BRILHO
E confiantemente inspire o
brilho semelhante entre
você como você diagrama o
seu futuro hoje e avançar

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Branded content
will be the
salvation of our
business
Content built
around passion
groups connects
with readers

QuickTime™ and a
H.264 decompressor
are needed to see this picture.
The iPad is a game-changer,
a second life for magazines
for both content and
advertising
Next Issue
Media is the
prototype of
ad/content
networks of
the future.
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2D tags expand your
content reach to new
platforms AND previously
unreachable moments in
consumers lives
2D tags enable rich media
advertising and editorial content
at the moment the consumer
needs either or both
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QuickTime™ and a
decompressor
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Television production by
magazines, done simply
and multiple times a day,
can deliver an audience
Video content
works best when
zeroes in on reader
passions not just
standard TV news
fare
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Augmented reality can be a
gimmick, or it can be
a powerful new strategy for
delivering a rich
information experience
Augmented reality may have
more potential for advertisers
where interactivity, lively video
presentation, and click-to-buy
functionality would be
revolutionary.
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In a digital age, Flow is proving that
rich, real-paper, tactile experiences
like high-quality cards, notebooks,
journals, and, yes, high-quality
magazines can sell.
Sometimes, going against
the tide is the path to
success. With most paper
products shrinking and
minimizing, there's a
nostalgia for rich, old-
fashioned print.
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While not quite the live
action pages seen in the
"Harry Potter" movies,
video in print finally came
to life in Entertainment
Weekly in a very small, very
basic way — a harbinger of
the future.
Innovation is
being driven
as much by
advertisers as
by editors.
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Respecting readers' time
constraints while feeding
their passions can lead to
creative offerings like a
daily three-minute video
mystery show.
Piggybacking on trends like reality
TV and giving it a brand twist with
reader involvement can draw big,
diverse audiences.
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There is a brand-
extending, digital game
inside every exciting
magazine story,
according to National
Geographic Gaming CEO
Chris Mate.
While the cost of
creating games is
steep (est.
$150,000), the time
to recover those
costs is only
about 16 months.
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Finding a niche (e.g., love
horoscopes) and using it
as a hook to the larger
book can cement a reader
relationship
Exploit that reader passion
across as many platforms
as possible so the reader
is never, ever without your
content.
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The iPad is exciting, but
mobile phones are ubiquitous
and increasingly "smart,"
making them THE platform
with the greatest short-term
potential. Smart phone sales in
Brazil increased 128% in the
first half of 2010
Between charging
for the iPhone app
and selling advertising
on free iPhone apps,
publications are seeing
as much as ten-fold
return on investment.
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Whether you start
with a TV show
or a magazine,
success comes
from expanding
your brand across
multiple platforms
and products.
The Food
Network
Magazine's keys
to success:
television tie-in,
celebrity chefs,
behind-the-
scenes info, and
tons of easy
recipes.
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Against conventional
wisdom, bricks and
mortar niche
magazine shops are
working.
Zinio.com, the world's largest
virtual newsstand, digitizes
thousands of magazines for
purchase by computer,
e-reader, and mobile device,
and last week announced a
cross-title advertising
program.
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The Economist sends
free text messages
describing an issue's
content the night
before publication
guaranteeing crack-
of-dawn delivery on
your doorstep…for
less than the
newsstand price.
Observing non-subscriber behavior
via this purchase-on-demand helps
The Economist better understand
what motivates their purchases.
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Seeking to save money,
save the environment,
and curry favor with eco-
conscious consumers,
magazines are
experimenting with paper
made from stone, wraps
that dissolve in hot water,
and carbon footprint
calculators.
In an age of
increasing
environmental
awareness and
accountability,
no right-minded
company can afford
to ignore green
issues. In the
medium and long-
term, this invariably
makes good
business sense.
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In Oct., ’09, Creative
Review sold its
newsstand issues in a
bag that dissolves in hot
water. Simply place the
wrap in 60-degree (F)
water and watch it
dissolve. No waste. No
landfill. Even the resulting
water is drinkable.... I
didn’t try it

Fusion Journalism: the application of
multiple journalistic tools — interviews,
extensive reporting, analysis, photo essays,
etc. — to cover a single subject from various
angles.
For example, one issue of Unica was entitled
"Black." Originally intended to recognize the
achievements of Barack Obama, the magazine was
able to explore other elements including
blackness in fashion, science (black holes),
literature, society (equality and inequality), sports
(the role of black athletes), and humor (including
so-called "black humor").
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While Fast Company was
one of the first magazines to
adopt social networking
(1997), they have
discovered that it is their
unique, original content that
makes the difference.
The focus of the Fast
Company home page
has changed from
social media to its
"core competencies"
— the bread and
butter reporting the
brand was built on.
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The new digital narratives require
a complete re-invention of working
spaces so a single editorial team
can be in touch with its potential
audience all the time, across all
platforms, and in all forms of
media.
Magazines must study, chart,
and analyze the information
consumption cycle of their
audience and build
departments that produce
multi-media content that is
relevant throughout the day
on paper, online, on air, and
on mobile.
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• Young is better than old.
• Pretty is better than ugly.
• Rich is better than poor.
• Movies are better than television.
• Movies and television are better
than music.
• Movies, TV and music are all
better than sports.
• Anything is better than politics.
• Nothing is better than a dead
celebrity.
Here are some new
cover guidelines for
the 21st century
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And then there are
out-of-the-box
covers: The blinking
red eyes of The
Terminator on Total
Film's Dec. '08
cover, the recent
augmented reality
covers of Wallpaper
and Esquire, and the
3D cover of Classic
Rock.

Scholastic Parent
and Child bucked the
unwritten rule and ran an
ad on its April '09
cover….and has done so
almost every month
since for
roughly$100,000/month.
Others have
experimented with
adverts "in" rather
than "on" the cover:
pull-back flaps, "trap
doors," fake covers, tabs
saying "Pull This," and
wrap-around ads.
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Platforms providing
access to multimedia
content are multiplying at
a dizzying rate from cell
phones and computers to
e-readers, tablets and
televisions.
An example: Zinio's Vivmag
contains all the basic magazine
elements: text, photos, and ads,
plus slideshows, video clips,
Flash, interactive advertising,
etc.
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Monocle and XXI have proven
that there is a market for
high-quality, long-form
journalism sold at a premium
price to unique, high-end
market.
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Women crave stories
about celebrities for
prurient pleasure AND
"relate-ability." They put
themselves in celebs'
shoes and look for
advice on coping with
life crises.
Bonnie's laws:
1) "Relate-ability"
2) Online different
from print
3) Immediacy
4) Clear distinct
voice & POV
5) Visually exciting
6) Evolve
7) Original content
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Brazil's Capricho: To
capture teen
audience, be where
they are — all
platforms, multiple
products, multiple
niches.
Capricho uses
television programs,
branded teen
products, teen
ambassadors, social
networks, teen
submitted photos
and content, live
events, and a TV
program.
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It is too late to close
the barn door of free
content, but it is not
too late to adopt the
"free-mium" model of
some free, some paid
premium content
Some publishers are charging
for content indirectly by putting a
price on their smart-phone apps,
recouping in one case ten times
their investment.
And there is the
consortium of five
major publishers
launching a service
to both charge for
content and accept
paid advertising.
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The Good Food
brand started as
a magazine in
1989 and now has
millions of people
reading, watching,
and buying Good
Food products or
attending Good
Food events in
increasing numbers.
Traffic to the Good Food
website has increased by 75
percent every year since its
launch in 2006, and its
readership is five times that
of the magazine.
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Editorial "curators" find the
best bloggers writing
exquisitely about topics of
interest to the magazine's
readers and recruit those
bloggers to appear on the
magazine's website.
No money is exchanged;
it is a pure content-for-
exposure play.
The magazines win by getting
top-notch content; the
bloggers win by getting
a large audience vastly
beyond anything they could
generate on their own.
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Forbes offers customizable
tools for investors, business
owners, casual browsers
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• "Attache": a personal briefing
(news, sports, business,
etc.)
• "OrgChartWiki": gives
readers an inside look at
companies
• "Entrepreneurial Toolkit":
helping business owners
evaluate their operation
compared others,
• "Portfolio Tracker": in-
depth, real-time market/stock
data

Social media strategies
enable magazines to
reach out to readers,
pushing content they
might not otherwise see
and pulling in reader
feedback and content.
The key is to use social
media platforms the way
they are supposed to be
used, not just for linking
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Frisbees, T-shirts, scented pages,
tin cans full of surprises, and
misplaced belongings are a few of
the vehicles being used to create
magazines that truly stand apart
in a sea of offerings.
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Readers of the future
will call up
information without a
computer from
virtually any source
onto virtually any
surface, even their
hands.
Products like SixthSense can
replace e-readers, tablets
and computers, allowing
digital versions of magazines
to be projected onto any
available surface.
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QuickTime™ and a
decompressor
are needed to see this picture.

Muito
obrigado
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