Mobile StrategiesThis is a test slide. There’s reallynothing to see here. Please enjoy a pleasantconversation about the we...
Mobile StrategiesModern Healthcare’s digital    delivery methodology
The Way We Were  Content                                            Print                  Gonzo Schexnayder / Modern Heal...
The Other Container  Content                                            Print                  Gonzo Schexnayder / Modern ...
Containers  Content             Gonzo Schexnayder / Modern Healthcare / Crain Communications
Systems  Content            Gonzo Schexnayder / Modern Healthcare / Crain Communications
Devices  Content            Gonzo Schexnayder / Modern Healthcare / Crain Communications
Tomorrow  Content            Gonzo Schexnayder / Modern Healthcare / Crain Communications
Day After Tomorrow  Content                     Gonzo Schexnayder / Modern Healthcare / Crain Communications
Choices          Gonzo Schexnayder / Modern Healthcare / Crain Communications
Who Moved My Cheese  “The longer users use the web, the    greater the acceleration of the    disruption they create.”  - ...
Confusion                     “…the Google”                        “Is our publishers  “…the internets”          learning?...
AP Research              Gonzo Schexnayder / Modern Healthcare / Crain Communications
Ethnography   Spring 2007              Six cities              18              Diaries              Home visits           ...
Insights                            Depth                             Design new ways to see the news and                 ...
Deer with Guns             “The deer now have               guns. What do you do               when the deer have         ...
New Model for News                 June 2008                 Many Entry Points                 Connect the News           ...
Model for Communication                     Summer 2009                     24                     Ads are Good           ...
AP 2.0         Gonzo Schexnayder / Modern Healthcare / Crain Communications
Modern Healthcare                1976                70,000                C-Suite                30                24 in ...
ModernHealthcare.com                     1998                     246k / 75k                     511k / 140k              ...
A Little Help                Gonzo Schexnayder / Modern Healthcare / Crain Communications
MH Content Growth                        Print & Web                        plus                        Video             ...
Focus “Why are we wetting ourselves over a   million iPads when there are 140 million   web-enabled phones out there.”   -...
Motivators             Gonzo Schexnayder / Modern Healthcare / Crain Communications
MH Mobile            9/09: 600            Web-only News            Auto-detect            Web registration            Prin...
Mobile StrategyMobile Strategy =               Strategy                                   CMS                             ...
Social Media               Gonzo Schexnayder / Modern Healthcare / Crain Communications
Kindle 2           Model-T           2 Million           700           30/70           RSS Feed           Weekly          ...
Why Kindle             Brand Extension             Loyal Audience             Supplemental Subs             Free Wireless ...
E-Readers                                            40+                                            ePub                  ...
iPad       Transformative       iKid       3 Million iPads       Non-proprietary       Safari       100 Million iOS       ...
iP Apps          "I wouldnt run headlong into apps.          .... Its like having a child. It          requires constant e...
What do my readers want?                              Analytics                              VOC                          ...
The Way We ARE            It’s what we do  Content            It’s our USP            It’s what readers want            …e...
Going Forward  Content            BFF                  Gonzo Schexnayder / Modern Healthcare / Crain Communications
Container Agnostic“We need to create it in a way and edit it in a  way that we can pump it out to the people  who can cons...
Thank you  Contact    Gonzo Schexnayder    Online General Manager    Modern Healthcare    312-649-5421    gschexnayder@mod...
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"Mobile Strategies" presentation at AABP's Summer Conference, June 25/26, 2010, in Indianapolis

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My "Our mobile strategy is actually a content strategy" presentation.

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"Mobile Strategies" presentation at AABP's Summer Conference, June 25/26, 2010, in Indianapolis

  1. 1. Mobile StrategiesThis is a test slide. There’s reallynothing to see here. Please enjoy a pleasantconversation about the weather in Indianapolis with the nice person next to you. Remember, don’t think of an elephant. Thank you.
  2. 2. Mobile StrategiesModern Healthcare’s digital delivery methodology
  3. 3. The Way We Were Content Print Gonzo Schexnayder / Modern Healthcare / Crain Communications
  4. 4. The Other Container Content Print Gonzo Schexnayder / Modern Healthcare / Crain Communications
  5. 5. Containers Content Gonzo Schexnayder / Modern Healthcare / Crain Communications
  6. 6. Systems Content Gonzo Schexnayder / Modern Healthcare / Crain Communications
  7. 7. Devices Content Gonzo Schexnayder / Modern Healthcare / Crain Communications
  8. 8. Tomorrow Content Gonzo Schexnayder / Modern Healthcare / Crain Communications
  9. 9. Day After Tomorrow Content Gonzo Schexnayder / Modern Healthcare / Crain Communications
  10. 10. Choices Gonzo Schexnayder / Modern Healthcare / Crain Communications
  11. 11. Who Moved My Cheese “The longer users use the web, the greater the acceleration of the disruption they create.” - “The Evolving User Paradigm,” Terry Heaton, AR&D, Thepomoblog.com, June 19, 2010 “An anthropological introducton to YouTube” - Michael Wesch Gonzo Schexnayder / Modern Healthcare / Crain Communications
  12. 12. Confusion “…the Google” “Is our publishers “…the internets” learning?” Gonzo Schexnayder / Modern Healthcare / Crain Communications
  13. 13. AP Research Gonzo Schexnayder / Modern Healthcare / Crain Communications
  14. 14. Ethnography Spring 2007 Six cities 18 Diaries Home visits Gonzo Schexnayder / Modern Healthcare / Crain Communications
  15. 15. Insights Depth Design new ways to see the news and new ways to find it. News Fatigue and Balance Make deep, relevant stories more accessible, reduce duplication and bring closure. Social Currency Continuously fine-tune the process to make the news valuable to new readers. Gonzo Schexnayder / Modern Healthcare / Crain Communications
  16. 16. Deer with Guns “The deer now have guns. What do you do when the deer have guns? Get into the ammunition business.” - Gordon Borrell, Borrell Associates Gonzo Schexnayder / Modern Healthcare / Crain Communications
  17. 17. New Model for News June 2008 Many Entry Points Connect the News “1-2-3 Filing” Alert, Story, Depth Not your father’s inverted pyramid Gonzo Schexnayder / Modern Healthcare / Crain Communications
  18. 18. Model for Communication Summer 2009 24 Ads are Good “0-1-2-3-4” 0 = Social 4 = Promise Gonzo Schexnayder / Modern Healthcare / Crain Communications
  19. 19. AP 2.0 Gonzo Schexnayder / Modern Healthcare / Crain Communications
  20. 20. Modern Healthcare 1976 70,000 C-Suite 30 24 in ‘09 Gonzo Schexnayder / Modern Healthcare / Crain Communications
  21. 21. ModernHealthcare.com 1998 246k / 75k 511k / 140k No big changes More paywall Better navigation Better linking Better SEO Gonzo Schexnayder / Modern Healthcare / Crain Communications
  22. 22. A Little Help Gonzo Schexnayder / Modern Healthcare / Crain Communications
  23. 23. MH Content Growth Print & Web plus Video Digital Editions Webinars Social Networks Kindle Mobile Gonzo Schexnayder / Modern Healthcare / Crain Communications
  24. 24. Focus “Why are we wetting ourselves over a million iPads when there are 140 million web-enabled phones out there.” - Prescott Shibles, CEO, Vital Business Media, “Revenue Drivers for 2010,” ABM NY Regional Program Gonzo Schexnayder / Modern Healthcare / Crain Communications
  25. 25. Motivators Gonzo Schexnayder / Modern Healthcare / Crain Communications
  26. 26. MH Mobile 9/09: 600 Web-only News Auto-detect Web registration Print, Newsmakers 5/10: 2600 iPhone: 2200 Gonzo Schexnayder / Modern Healthcare / Crain Communications
  27. 27. Mobile StrategyMobile Strategy = Strategy CMS Clean RSS SEO Device Agnostic Gonzo Schexnayder / Modern Healthcare / Crain Communications
  28. 28. Social Media Gonzo Schexnayder / Modern Healthcare / Crain Communications
  29. 29. Kindle 2 Model-T 2 Million 700 30/70 RSS Feed Weekly Gonzo Schexnayder / Modern Healthcare / Crain Communications
  30. 30. Why Kindle Brand Extension Loyal Audience Supplemental Subs Free Wireless Single Function $189 on 6/21 Gonzo Schexnayder / Modern Healthcare / Crain Communications
  31. 31. E-Readers 40+ ePub 6.6 $99 Gonzo Schexnayder / Modern Healthcare / Crain Communications
  32. 32. iPad Transformative iKid 3 Million iPads Non-proprietary Safari 100 Million iOS B2C vs. B2B Gonzo Schexnayder / Modern Healthcare / Crain Communications
  33. 33. iP Apps "I wouldnt run headlong into apps. .... Its like having a child. It requires constant effort. Build a better mobile website. You dont have to build for certain platforms. …180k [apps] in iTunes store. 140k dont know what they got themselves into." - Dave @ Mojiva.com Gonzo Schexnayder / Modern Healthcare / Crain Communications
  34. 34. What do my readers want? Analytics VOC Surveys Research Gonzo Schexnayder / Modern Healthcare / Crain Communications
  35. 35. The Way We ARE It’s what we do Content It’s our USP It’s what readers want …everywhere …including in print. Gonzo Schexnayder / Modern Healthcare / Crain Communications
  36. 36. Going Forward Content BFF Gonzo Schexnayder / Modern Healthcare / Crain Communications
  37. 37. Container Agnostic“We need to create it in a way and edit it in a way that we can pump it out to the people who can consume it in a way that makes sense and where we don’t have to do it differently for each different device.”- Daniel Bernard, Chief Product Officer, WSJ, June 17, 2010 interview in BtoB Gonzo Schexnayder / Modern Healthcare / Crain Communications
  38. 38. Thank you Contact Gonzo Schexnayder Online General Manager Modern Healthcare 312-649-5421 gschexnayder@modernhealthcare.com AP’s Ethnography Study http://www.ap.org/newmodel.pdf http://www.NewCommunicationModel.org/ Gonzo Schexnayder / Modern Healthcare / Crain Communications

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