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Mobile - a chance for a digital do-over

Claus Enevoldsen
Next Issue Media
@cenevoldsen
linkedin.com/in/clausenevoldsen
What’s the last thing
you touch before
going to bed?
•  91% U.S. residents have a mobile device within reach 24/7
•  79% o...
“If you make a bad decision now, you’re just lazy”
- Jay Baer

3
Remember the good old days?
Preferred news source
1991

2012

68%

55%

56%

33%

54%

33%

0%

30%

Under 45

17%

50%

4...
“The reality is that Ad Age is now a 24-hour
news service online, around the world, and
so we want to evolve the magazine ...
§  9.2% down in ad pages
§  Down from 42 to 29 issues
a year

§  Print revamped to include
The Cut, popular online
spin...
The dilemma of two audiences,
and why there’s no turning back

7
Digital Natives

Digital Immigrants

-  Grown up in a digital age

-  Remember the days when TV,

-  True Connected Consum...
It won’t be easy getting the attention of
Connected Consumers

9
Social – what glues Connected Consumers together

10
Social IS mobile
Facebook accounts for more mobile minutes in the U.S. than “Youtube,
Pandora, Yahoo, Twitter, Pinterest, ...
Social is pervasive
Which demographic uses social media?

Used by online adults:
•  Facebook: 67%
•  LinkedIn: 20%
•  Twit...
Social media serves as
a pathway to news

Percent of U.S. adults who use each social
networking site & percent of U.S. adu...
So what?

14
Mobile & Social is at the forefront of
the Digital Revolution

Media consumption behaviors have
changed

• 
• 
• 
• 
• 
• ...
Strategy
Leadership

Content
T.E.P.P.

16
Leadership

17
Lead the charge

§ You’re a Digital Immigrant - learn the
language of the natives

§ Immerse yourself
§ Embrace change
...
Case Study:
Next Issue Media

19
20
The Situation

Printed Magazines

?

21
Made for consumption

5:00pm

9:00am

Desktop

“Lean Back”
TV

Tablet
6:00am

22

Newspaper

Mobile

Tablet
10:00pm
The Bet

§  People love the magazine experience…
§  We can make that experience better on tablets…
§  Print readers wil...
Incumbents
Traditionally Suck At
Disruption

24
Disruptors
Physical Era

Digital Era Disruptors

Music Labels

Newspapers

§  Huffington Post
§  Craigslist
§  LinkedIn...
Where’s the innovation?
Highest Value
Premium content

§  Go where the readers are, not the long tail
§  Our 70 titles =...
Is Flipboard changing
consumer behaviors?

27
Product Innovation
Personalization
Social Sharing
Search

Advertising

28
Are you ready to
disrupt?

29
Content T.E.P.P.

Type

Pace
30

Environment

Packaging
Type
Your Differentiator = Local Business

Your current audience

Your new audience

The C-Suite, Digital Immigrants

Mid-...
Environment

§  What situation is the user in
when accessing content?

§  Where are they located,
what are they trying t...
Packaging

§  Consider the environment and pace, how
should you package the content?

§  What media elements are needed ...
Case Study: Forbes

Type
34

Environ
ment

Pace

Packaging
Digital Content model: More, More, More
§  Topic experts build their own
individual publishing brand

§  1,200 expert co...
BrandVoice – branded content
§  Marketers can publish content on Forbes.com through BrandVoice
§  Their posts are transp...
Mobile first design
§  Mobile first design:
-  The Era of News
Streams

§  30% of total audience
is from mobile

§  Tab...
Mobile: Rivers & Swipes, commenting, sharing

38
“Stream”
§  Creating it’s own mini social network” of
readers

§  Allowing readers to save, share and
discover visual co...
Summary

Type

• 
• 

Environment

Creating a premium
community through
quality and unique
business content

Targeting con...
It’s working for Forbes

§  55% of ad revenue is
digital

41

http://www.forbes.com/sites/lewisdvorkin/2013/12/16/inside-...
Case Study: Yahoo
News Digest

Type
42

Environ
ment

Pace

Packaging
“A definitive summary of all the important, need-toknow news.”

§  Mimics newspapers with a
curated, finite experience

§...
“Atoms”
“Atoms” based on algorithms and hand curation

44
Gamified
Tracks stories read

45

Rewards completion

Countdown
Rivers and Swipes
Wait, there’s more

46

Swipe from story to story
Summary

Type

• 

Targeting Connected
Consumers with
short attention spans

Environment

• 

• 

Summary of all the
impor...
Packaging:
A deeper look
Responsive
Web

Social

48

Responsive
Email
Responsive Web

49
What screens are used to consume news?

12.8%

8.5%

10.0%

5.2%

6.9%

5.0%

6.9%

3.8%

6.5%

5.3%

3.5%

50
http://www....
The Q – Responsive design in action
§  “Helps fans keep up with the big stories they care about, in the quick twitch
way ...
Responsive Email

52
48% of emails are opened on mobile

53

https://litmus.com/blog/48-of-emails-are-opened-on-mobile-gmail-opens-down-20-sinc...
They’re unhappy with your emails

54

http://www.slideshare.net/ExactTarget/the-mobile-inbox-101-content-strategy-and-user...
Mobile magnifies content

55
Social

56
What’s your social media strategy?
§  How often are you posting?
§  Does it create engagement?
§  Do you have a plan to...
SF Chronicle: A digital and social boot camp
All reporters will undergo two
months of rigorous training
Goals:

§  Focus ...
The Biz Publisher’s
Playbook

59
1.  Become a digital leader
2.  Develop a two-pronged digital content strategy
for Digital Immigrants and Digital Natives
...
Remember, money
follows eyeballs

61
Thank you
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Mobile publishing - a chance for a digital do-over

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Mobile and social media are leading the digital revolution and publishers need to adapt to survive. In this presentation, presented for The Alliance of Area Business Publishers, you'll find mobile trends and learn about digital natives, connected consumers and multi-screen behavior. You'll be presented with a digital content strategy framework (Content T.E.P.P.) as well as case studies to illustrate the key points.

Published in: Business, Technology
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Mobile publishing - a chance for a digital do-over

  1. 1. Mobile - a chance for a digital do-over Claus Enevoldsen Next Issue Media @cenevoldsen linkedin.com/in/clausenevoldsen
  2. 2. What’s the last thing you touch before going to bed? •  91% U.S. residents have a mobile device within reach 24/7 •  79% of smartphone owners reach for it within 15 minutes of waking up •  2/3 of U.S. mobile users have smartphones •  1/3 of American homes have a tablet 2 http://monetate.com/infographic/responsive-design-the-next-great-hope-or-all-hype/ http://newsosaur.blogspot.com/2014/01/mobile-offers-local-media-digital-do.html http://newsosaur.blogspot.com/2014/01/mobile-offers-local-media-digital-do.html
  3. 3. “If you make a bad decision now, you’re just lazy” - Jay Baer 3
  4. 4. Remember the good old days? Preferred news source 1991 2012 68% 55% 56% 33% 54% 33% 0% 30% Under 45 17% 50% 4 Source: Pew, http://newsosaur.blogspot.com/2014/01/mobile-offers-local-media-digital-do.html
  5. 5. “The reality is that Ad Age is now a 24-hour news service online, around the world, and so we want to evolve the magazine with content better suited for the print medium.” Allison Arden, Ad Age Publisher §  13% ad page drop year-over-year for B2B magazines §  Absorbed BtoB Magazine last year §  Print frequency reduced by 45%, dropping to 25 issues per year §  Will increase page count by 50% §  Making editorial changes to reflect an increasing digital industry §  Upgrading Website §  Introducing membership program 5 http://www.foliomag.com/2014/ad-age-cuts-frequency-almost-half#.UtLOlGRDv98
  6. 6. §  9.2% down in ad pages §  Down from 42 to 29 issues a year §  Print revamped to include The Cut, popular online spinoff §  No layoffs announced §  Hiring 15 new people on the digital side §  Nymag.com grew traffic 19% in the last 8 months, 9M monthly uniques 6 http://blogs.hbr.org/2013/12/publishers-stop-crying-over-spilled-ink/
  7. 7. The dilemma of two audiences, and why there’s no turning back 7
  8. 8. Digital Natives Digital Immigrants -  Grown up in a digital age -  Remember the days when TV, -  True Connected Consumers; -  Learning quickly how to live in the -  Media consumption pattern: -  Learning by the Digital Natives -  Will continue to have an “accent” -  Motivation for being connected is (Millenials, Gen X) extremely connected digital only -  Ccross over from screen to screen seamlessly -  Share everything -  Not as concerned about privacy -  Audience of audiences 8 Radio and Print ruled the day “digital country” different than the Digital Natives
  9. 9. It won’t be easy getting the attention of Connected Consumers 9
  10. 10. Social – what glues Connected Consumers together 10
  11. 11. Social IS mobile Facebook accounts for more mobile minutes in the U.S. than “Youtube, Pandora, Yahoo, Twitter, Pinterest, Tumblr, AOL, Snapchat and LinkedIn – combined.” – Sheryl Sandberg, Facebook COO, 10/30/13 11 http://techcrunch.com/2013/10/30/nearly-half-48-of-daily-users-of-facebook-are-now-mobile-only-says-ceo-zuckerberg/
  12. 12. Social is pervasive Which demographic uses social media? Used by online adults: •  Facebook: 67% •  LinkedIn: 20% •  Twitter: 16% •  Pinterest: 15% •  Instagram: 13% •  Tumblr: 6% 12 http://mashable.com/2013/04/12/social-media-demographic-breakdown/
  13. 13. Social media serves as a pathway to news Percent of U.S. adults who use each social networking site & percent of U.S. adult who get news from each social networking site 13 http://www.journalism.org/2013/11/14/news-use-across-social-media-platforms/
  14. 14. So what? 14
  15. 15. Mobile & Social is at the forefront of the Digital Revolution Media consumption behaviors have changed •  •  •  •  •  •  Digital metabolism is high Mobile is the 1st screen Multi-screen world Social is mobile is social Everything is shared Get news from social/mobile 15 Digital Natives and Digital Immigrants •  Both are mobile •  Moving at different paces •  Different interests & motivations Digital Immigrants are less connected, less socially active •  Traditional media has a place
  16. 16. Strategy Leadership Content T.E.P.P. 16
  17. 17. Leadership 17
  18. 18. Lead the charge § You’re a Digital Immigrant - learn the language of the natives § Immerse yourself § Embrace change 18
  19. 19. Case Study: Next Issue Media 19
  20. 20. 20
  21. 21. The Situation Printed Magazines ? 21
  22. 22. Made for consumption 5:00pm 9:00am Desktop “Lean Back” TV Tablet 6:00am 22 Newspaper Mobile Tablet 10:00pm
  23. 23. The Bet §  People love the magazine experience… §  We can make that experience better on tablets… §  Print readers will migrate to digital… §  And we will grow a new audience… §  In fact, we think they will read more… §  And most importantly, we believe people are willing to pay for it… 23
  24. 24. Incumbents Traditionally Suck At Disruption 24
  25. 25. Disruptors Physical Era Digital Era Disruptors Music Labels Newspapers §  Huffington Post §  Craigslist §  LinkedIn §  Etc. Blockbuster §  Netflix Magazines 25 §  Napster §  Apple §  Spotify §  ??
  26. 26. Where’s the innovation? Highest Value Premium content §  Go where the readers are, not the long tail §  Our 70 titles = 80% of circulation Flat rate “All you can eat” pricing §  High value, high discovery, high consumption proposition A single, uniform magazine application §  Reverse paradigm of single title “gated community” apps §  Unlocks search, sharing and personalization across titles Available on demand across all major tablets §  IOS, Android/Kindle and Win8 (desktop and tablet) §  U.S. & Canada IS THAT ENOUGH? 26
  27. 27. Is Flipboard changing consumer behaviors? 27
  28. 28. Product Innovation Personalization Social Sharing Search Advertising 28
  29. 29. Are you ready to disrupt? 29
  30. 30. Content T.E.P.P. Type Pace 30 Environment Packaging
  31. 31. Type Your Differentiator = Local Business Your current audience Your new audience The C-Suite, Digital Immigrants Mid-level, Young Professionals, Digital Natives You’ve got it covered! Different place in life-cycle Interests: •  Career advice •  Leadership & Management •  Tech news •  Social media news •  Entrepreneurship •  Beyond local? 31
  32. 32. Environment §  What situation is the user in when accessing content? §  Where are they located, what are they trying to achieve? §  What platform are they on (mobile, tablet, social)? 32 Pace §  What should be the pace of digital content versus print?
  33. 33. Packaging §  Consider the environment and pace, how should you package the content? §  What media elements are needed to make it compelling (copy, photo, video)? §  What Digital Channels are needed to suit the package? -  Web -  App -  Social -  Email 33
  34. 34. Case Study: Forbes Type 34 Environ ment Pace Packaging
  35. 35. Digital Content model: More, More, More §  Topic experts build their own individual publishing brand §  1,200 expert contributors live side- by-side with full-time staff reporters §  Contributors can be part of an incentive plan tied to the size of their loyal audience 35 http://www.forbes.com/sites/lewisdvorkin/2014/01/10/inside-forbes-werediving-into-the-era-of-news-streams-with-breakthrough-mobile-products/
  36. 36. BrandVoice – branded content §  Marketers can publish content on Forbes.com through BrandVoice §  Their posts are transparently labeled across print and digital 36
  37. 37. Mobile first design §  Mobile first design: -  The Era of News Streams §  30% of total audience is from mobile §  Tablet and smartphone traffic expected to hit 50% by end of 2014 37
  38. 38. Mobile: Rivers & Swipes, commenting, sharing 38
  39. 39. “Stream” §  Creating it’s own mini social network” of readers §  Allowing readers to save, share and discover visual content §  Users can share to the public-facing Forbes “Stream” or to their own personal stream. §  Allows readers to continue to share to other social media platforms (Facebook, Twitter, LinkedIn, Pinterest, Tumblr, Evernote, Email) §  Helps readers discover new content 39
  40. 40. Summary Type •  •  Environment Creating a premium community through quality and unique business content Targeting connected people in a multiscreen environment •  More, more, more •  •  Easy to share and comment •  Easy to browse; instant experience Content from: •  Staff •  Bloggers •  Brands •  Users (“Stream”) •  Content is not compromised •  40 Packaging 24/7 •  Targeting affluent business market •  Pace Optimized for both short and long breaks •  Web/Mobile: •  Designed for each screen •  Packed with slide shows and video •  Rivers & Swipes •  Lean-back: •  Magazine app with more interactivity, social “stream” •  Print with deep analysis
  41. 41. It’s working for Forbes §  55% of ad revenue is digital 41 http://www.forbes.com/sites/lewisdvorkin/2013/12/16/inside-forbes-how-we-played-moneyball-in-2013-10-line-drives-and-10-we-fouled-off/
  42. 42. Case Study: Yahoo News Digest Type 42 Environ ment Pace Packaging
  43. 43. “A definitive summary of all the important, need-toknow news.” §  Mimics newspapers with a curated, finite experience §  Morning & Evening Editions §  Each summary is presented with key information §  Visually stunning and easy to use 43
  44. 44. “Atoms” “Atoms” based on algorithms and hand curation 44
  45. 45. Gamified Tracks stories read 45 Rewards completion Countdown
  46. 46. Rivers and Swipes Wait, there’s more 46 Swipe from story to story
  47. 47. Summary Type •  Targeting Connected Consumers with short attention spans Environment •  •  Summary of all the important need-toknow stories with indepth “Atoms” Easy to share and comment Easy to browse, instant experience •  Content is not compromised •  47 •  Optimized for both short and long breaks •  Celebrates scarcity •  •  Content created for mobile only Pace Twice a day •  Content from multiple sources – still plenty of content Packaging •  iOS App: •  Visually stunning •  Rivers & Swipes •  Packed with photos, infographics, videos, etc.
  48. 48. Packaging: A deeper look Responsive Web Social 48 Responsive Email
  49. 49. Responsive Web 49
  50. 50. What screens are used to consume news? 12.8% 8.5% 10.0% 5.2% 6.9% 5.0% 6.9% 3.8% 6.5% 5.3% 3.5% 50 http://www.parsely.com/authority/2013/12/
  51. 51. The Q – Responsive design in action §  “Helps fans keep up with the big stories they care about, in the quick twitch way they want to do it.” §  Designed specifically for on-the-go consumption §  Rivers and swipes Laptop 51 Tablet Smartphone
  52. 52. Responsive Email 52
  53. 53. 48% of emails are opened on mobile 53 https://litmus.com/blog/48-of-emails-are-opened-on-mobile-gmail-opens-down-20-since-tabs
  54. 54. They’re unhappy with your emails 54 http://www.slideshare.net/ExactTarget/the-mobile-inbox-101-content-strategy-and-user-experience
  55. 55. Mobile magnifies content 55
  56. 56. Social 56
  57. 57. What’s your social media strategy? §  How often are you posting? §  Does it create engagement? §  Do you have a plan to grow your social audience? 1/14 – 1/21 Crains NY Silicon Valley Indianapolis Ad Age FB posts 12 55 0 44 LinkedIn posts Biz page: 0 14 0 1 +100 17 +100 Tweets 57 (Group for member posts) 75
  58. 58. SF Chronicle: A digital and social boot camp All reporters will undergo two months of rigorous training Goals: §  Focus on retraining, not threatening §  Remove reporters from a traditional newsroom §  Get them to think digital first §  Give them new digital metrics such as engagement time §  Real-time monitoring of clicks from social media and 58
  59. 59. The Biz Publisher’s Playbook 59
  60. 60. 1.  Become a digital leader 2.  Develop a two-pronged digital content strategy for Digital Immigrants and Digital Natives 3.  Create a digital, multi-screen content organization with mobile first 4.  Embed social in the fabric of your organization 5.  Redesign your Website and Emails to be responsive 60
  61. 61. Remember, money follows eyeballs 61
  62. 62. Thank you

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