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Inovação em Revistas


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Palestra de John Wilpers, Consultor do Innovation Media Consulting Group, proferida no IV Fórum ANER de Revistas - 2010

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Inovação em Revistas

  2. 2. 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.
  3. 3. 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.
  4. 4. INNOVATIONOS TEMPOS DIFÍCEIS EVOCAM O PÂNICO...Enquanto muitos publicadoresenfrentam tempos difíceiscortando e economizando,muitos outros estãocontariando tempos difíceiscom trabalho difícil e inovaçãoE BRILHO
  5. 5. INNOVATIONESTAAPRESENTAÇÃODESTACARÁ OBRILHOE confiantemente inspire obrilho semelhante entrevocê como você diagrama oseu futuro hoje e avançar
  6. 6. INNOVATIONSINMAGAZINESWORLDREPORT2010WWW.INNOVATION-MEDIACONSULTING.COM2Branded contentwill be thesalvation of ourbusinessContent builtaround passiongroups connectswith readers
  7. 7. 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
  8. 8. 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
  9. 9. QuickTime™ and adecompressorare needed to see this picture.
  10. 10. 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
  11. 11. 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
  12. 12. 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
  13. 13. 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
  14. 14. 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
  15. 15. 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
  16. 16. 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
  17. 17. 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
  18. 18. 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
  19. 19. Against conventionalwisdom, bricks andmortar nichemagazine shops, 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
  20. 20. 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
  21. 21. 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
  22. 22. 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
  23. 23. 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
  24. 24. 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
  25. 25. 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
  27. 27. • 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
  31. 31. 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.
  32. 32. 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
  33. 33. 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
  34. 34. 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
  35. 35. 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
  36. 36. 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
  37. 37. 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
  38. 38. 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
  39. 39. 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
  40. 40. 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
  41. 41. 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
  42. 42. 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
  43. 43. 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
  44. 44. QuickTime™ and adecompressorare needed to see this picture.
  45. 45.