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Juan Señor: Innovation in Magazine Media 2016-2017 #DISummit 2016

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FIPP / VDZ 7th #DISummit, Berlin
Innovation in Magazine Media 2016-2017

Presentation by Juan Señor,
partner, Innovation Media Consulting Group
http://innovation.media/

Published in: Business
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Juan Señor: Innovation in Magazine Media 2016-2017 #DISummit 2016

  1. 1. THE MOST SUCCESSFUL MAGAZINE MEDIA INNOVATIONS IN THE WORLD
  2. 2. CASES FROM 12 MONTHS OF RESEARCH & LESSONS FROM OUR GLOBAL CONSULTING WORK
  3. 3. THERE IS A CLEAR WAY FORWARD TO REBUILD THIS BUSINESS BASED ON DIGITS AND ATOMS INNOVATION MEDIA CONSULTING
  4. 4. Elephant dancing to many digital tunes – now we know which tune to play
  5. 5. 7 KEYS TO SUCCESS ANY TRANSFORMATION MUST BE BASED ON THESE INSIGHTS
  6. 6. 1. Days when digital had the audience but not the revenue are over 2. Display digital ad business model is dead 3. Controlled distributed content is a must 4. Mobile = different content for different platforms 5. Frequency is now everything 6. Only physical change will bring about conceptual change 7. Trend watching is more important than metric watching
  7. 7. 7 Insights + 5 Cases
  8. 8. HOW TO MAKE MOBILE THE SUCCESS IT SHOULD BE
  9. 9. Mobile = different content for different platforms Mobile is not a platform, it is a new medium
  10. 10. THE INNOVATION IN MAGAZINE MEDIA 2016-2017 
 WORLD REPORT HOW TO SUCCEED IN A MOBILE- DOMINANT WORLD?
  11. 11. THE INNOVATION IN MAGAZINE MEDIA 2016-2017 
 WORLD REPORT ONLY MOBILE CONTENT AND ADVERTISING THAT ARE totally unique and tailored to the mobile experience WILL SUCCEED
  12. 12. THE INNOVATION IN MAGAZINE MEDIA 2016-2017 
 WORLD REPORT “Consumers expect a relevant mobile experience — personalised, lightning-fast, consistent across screens, and highly efficient. Scrolling, tapping, clicking, swiping, talking, and motion must be part of it.” AllRecipes VP of consumer and brand strategy Esmee Williams
  13. 13. THE INNOVATION IN MAGAZINE MEDIA 2016-2017 
 WORLD REPORT RESPONSIVE DOES NOT WORK
  14. 14. THE INNOVATION IN MAGAZINE MEDIA 2016-2017 
 WORLD REPORT RESPONSIVE PRESUMES DESKTOP IS STARTING POINT DIGITAL-FIRST PRESUMES DESKTOP IS THE ULTIMATE DESTINATION
  15. 15. THE INNOVATION IN MAGAZINE MEDIA 2016-2017 
 WORLD REPORT : YOU MUST CREATE A STAND-ALONE, SEAMLESS, MOBILE EXPERIENCE. GO BEYOND MOBILE-OPTIMISED WEBSITES, LANDING PAGES, CONTENT FOR THE SMALLER SCREEN, OR BASIC BRANDED APPS
  16. 16. THE INNOVATION IN MAGAZINE MEDIA 2016-2017 
 WORLD REPORT RESPONSIVE WEB DESIGN MOBILE- FIRST DESIGN
  17. 17. THE INNOVATION IN MAGAZINE MEDIA 2016-2017 
 WORLD REPORT GO MOBILE-ONLY
  18. 18. THE INNOVATION IN MAGAZINE MEDIA 2016-2017 
 WORLD REPORT SO HOW DO YOU CREATE A MOBILE-ONLY EXPERIENCE?
  19. 19. THE INNOVATION IN MAGAZINE MEDIA 2016-2017 
 WORLD REPORT BUILD AROUND MOBILE TWO MOMENTS
  20. 20. THE INNOVATION IN MAGAZINE MEDIA 2016-2017 
 WORLD REPORT 1. MICRO-MOMENTS 2. ME MOMENTS
  21. 21. THE INNOVATION IN MAGAZINE MEDIA 2016-2017 
 WORLD REPORT 1. MICRO-MOMENTS THE “I WANT” MOMENTS
  22. 22. THE INNOVATION IN MAGAZINE MEDIA 2016-2017 
 WORLD REPORT I WANT-TO-know MOMENTS I WANT-TO-go MOMENTS I WANT-TO-do MOMENTS I WANT-TO-BUY MOMENTS — Sridhar Ramaswamy, Google senior VP,/ads and commerce
  23. 23. THE INNOVATION IN MAGAZINE MEDIA 2016-2017 
 WORLD REPORT 2. ME-MOMENTS
  24. 24. THE INNOVATION IN MAGAZINE MEDIA 2016-2017 
 WORLD REPORT “ME TIME” CONSUMERS USING MOBILE DEVICES TO READ LONG- FORM CONTENT, STREAM TELEVISION SHOWS AND MOVIES, DO RESEARCH, AND ENGAGE IN ACTIVITIES - THE OPPOSITE OF “MICRO- MOMENTS”
  25. 25. THE INNOVATION IN MAGAZINE MEDIA 2016-2017 
 WORLD REPORT HOW TO CREATE mobile-only CONTENT
  26. 26. THE INNOVATION IN MAGAZINE MEDIA 2016-2017 
 WORLD REPORT SIX RULES FOR MOBILE CONTENT
  27. 27. THE INNOVATION IN MAGAZINE MEDIA 2016-2017 
 WORLD REPORT 1. Let mobile behaviours guide your content creation and organisation HYPER RELEVANT, EASY TO NAVIGATE, QUICK & CUSTOMISABLE. NO LARGE VISUALS THAT EAT UP BANDWIDTH AND TIME
  28. 28. THE INNOVATION IN MAGAZINE MEDIA 2016-2017 
 WORLD REPORT 2. Make it expandable QUICKLY CONSUMED WHEN THEY’RE IN A HURRY, BUT ALSO LONGER FORM FOR WHEN THEY’RE NOT. ALL STORIES DELIVERED AS SUMMARIES; TAP OR SWIPE FOR MORE.
  29. 29. THE INNOVATION IN MAGAZINE MEDIA 2016-2017 
 WORLD REPORT 3. Expand into apps (your own and others) TIME SPENT ON MOBILE APPS EXCEEDS WEB BROWSING BY FACTOR OF 10. CREATE A BRAND APP, OR BETTER YET, APPS AROUND YOUR MOST POPULAR CONTENT NICHES. AND CREATE CONTENT FOR OTHER RELEVANT APPS LIKE SNAPCHAT, INSTAGRAM
  30. 30. THE INNOVATION IN MAGAZINE MEDIA 2016-2017 
 WORLD REPORT 4. Offer SMS mobile alerts in your niches GO BEYOND EMAIL NEWSLETTERS AND OFFER ALERTS ORGANISED AROUND AREAS OF HIGH INTEREST TO YOUR READERS.
  31. 31. THE INNOVATION IN MAGAZINE MEDIA 2016-2017 
 WORLD REPORT 5. Join the video bandwagon GO BEYOND EMAIL NEWSLETTERS AND OFFER ALERTS ORGANISED AROUND AREAS OF HIGH INTEREST TO YOUR READERS
  32. 32. THE INNOVATION IN MAGAZINE MEDIA 2016-2017 
 WORLD REPORT 6. Segment 
 your emails THE MAJORITY OF EMAILS ARE ACTUALLY OPENED ON MOBILE DEVICES. MAKE THESE EMAILS LESS TEXT-HEAVY, WITH LINKS AND CALL- TO-ACTION BUTTONS THAT ARE EASY TO INTERACT WITH USING THE TAP OF A FINGER.
  33. 33. THE INNOVATION IN MAGAZINE MEDIA 2016-2017 
 WORLD REPORT 1. MICRO-MOMENTS 2. ME MOMENTS
  34. 34. HOW TO DISTRIBUTE CONTENT WHERE THE READERS ARE…
  35. 35. Controlled distributed content is a must Frequency is now everything
  36. 36. IF YOU COULD SELL MORE OF YOUR PRODUCT SOMEWHERE… WOULDN’T YOU DO IT?
  37. 37. BIG BRANDS SELL ON OTHER DISTRIBUTION PLATFORMS…
  38. 38. WHY NOT MEDIA BRANDS?
  39. 39. "Think of it this way: If The New York Times struck a deal with CVS (a US pharmacy chain) to have its print edition sold at CVS, you wouldn't see a bunch of hand-wringing about how it’s handing over the Times’ keys to CVS.” — Content and social media marketing consultant Simon Owens
  40. 40. WITH 
 TWO BIG CAVEATS: • AD FORMAT CONTROL & REVENUE SHARE • RICH AUDIENCE DATA
  41. 41. WHY DO IT?
  42. 42. WHY GO WITH SOCIAL PLATFORMS? • Social networking is the #1 online activity in every country • Social media sends more referrals to publishers than Google (Facebook alone 38%)
  43. 43. • HUGE AUDIENCES • SPEEDY DELIVERY • MASSIVE SHARING
  44. 44. APPLE AND FACEBOOK GIVE PUBLISHERS 70% OF AD REVENUE FACEBOOK USES COMSCORE FOR DATA; APPLE NO DATA YET
  45. 45. PUBLISHERS FORCED FACEBOOK TO CHANGE RULES: • MORE ADS/STORY • FACEBOOK-ONLY ADS OKAY • RELATED ARTICLES (SPONSORED CONTENT) AT THE END OKAY • AUTO-FILL AD SPOTS FOR UNSOLD INVENTORY
  46. 46. NOW PUBLISHERS ARE MAKING AS MUCH ON FACEBOOK ON A PER- VIEW BASIS AS ON THEIR OWN WEBSITES
  47. 47.  — Business Insider president Julie Hansen “We’ve been pleasantly surprised to see the monetisation is so strong. It’s every bit as good as on our own site”
  48. 48. 60-70% OF THEIR CONTENT 100% OF THEIR CONTENT
  49. 49. CHALLENGES • IT IS NOT CHEAP OR EASY • EACH PLATFORM DIFFERENT TECH • EACH PLATFORM DIFFERENT CONTENT • NOT ALL AD FORMATS ACCEPTED • NO ADS ON NATIVE VIDEO • SOME LIMITS ON THINGS LIKE OUTBRAIN SERVICE DELIVERING BRANDED CONTENT
  50. 50. WHAT TO DO: Jump into one platform, probably Facebook, as a test. See what happens. Expand or pull back, as results indicate.
  51. 51. HOW TO MAKE MICRO- PAYMENTS WORK
  52. 52. Days when digital had the audience but not the revenue are over Display digital ad business model is dead
  53. 53. CRITICS: MICROPAYMENTS HAVE BEEN TRIED & FAILED
  54. 54. BUT INITIAL FAILURE DOES NOT PRECLUDE ULTIMATE SUCCESS
  55. 55. GUESS HOW MANY AUTO COMPANIES FAILED BETWEEN 1890-1915
  56. 56. 381 IN THE UNITED STATES ALONE
  57. 57. CRITICS HAVE INSISTED: Micropayments 
 doomed because: 1. Mental transaction cost 2. Complicated system 3. Discomfort 
 paying online
  58. 58. iTUNES CHANGED 
 ALL THAT
  59. 59. “DIGITAL WALLET” SYSTEMS ARE WORKING EVERYWHERE NOW
  60. 60. AND FOUR OF THOSE TARGET THE MEDIA
  61. 61. Blendle aggregates content from most of the magazines and newspapers in one country and charges a fee 
 (avg. US$.20)
  62. 62. Unlike Blendle,
 One-Pass stories live on the publisher’s website. Readers also don’t have to click-to-pay for every story but each choice is deducted from a monthly account.
  63. 63. iMoneza is a cloud- based service for single-story payments; publishers only pay when 
 readers pay
  64. 64. “We’re proving that people 
 do want to pay for great journalism” — Blendle founder Alexander Klöpping THE INNOVATION IN MAGAZINE MEDIA 2016-2017 
 WORLD REPORT
  65. 65. 550,000 PEOPLE IN THE NETHERLANDS & GERMANY USE BLENDLE’S MICROPAYMENT SYSTEM
  66. 66. BLENDLE PLANS A U.S. LAUNCH IN 2016; PERHAPS France
  67. 67. A VAST MAJORITY OF BLENDLE USERS ARE UNDER THE AGE OF 35
  68. 68. 1. Micropayments for journalism can work, but not for news 2. Readers punish clickbait creators by demanding refunds 3. Micropayments are a great measure of quality 4. Micropayment revenue is additional revenue, not cannibalism FOUR LESSONS THEY’VE LEARNED
  69. 69. HOW TO SPOT & MAKE MONEY FROM TRENDS
  70. 70. Trend watching is more important than metric watching
  71. 71. THE INNOVATION IN MAGAZINE MEDIA 2016-2017 
 WORLD REPORT HOW DO YOU SPOT A TREND?
  72. 72. THE INNOVATION IN MAGAZINE MEDIA 2016-2017 
 WORLD REPORT LOOK AROUND YOU
  73. 73. THE INNOVATION IN MAGAZINE MEDIA 2016-2017 
 WORLD REPORT • MONITOR TRENDING HASHTAGS • PAY attention to what your younger staffers ARE WEARING, TALKING ABOUT, DOING IN THEIR SPARE TIME
  74. 74. THE INNOVATION IN MAGAZINE MEDIA 2016-2017 
 WORLD REPORT • KEEP AN EYE ON CONSUMER GOODS SALES FIGURES • WHEN 5% OF YOUR AUDIENCE HAS A NEW DEVICE AND IT IS GROWING IN DOUBLE DIGITS MONTH-ON- MONTH -THEN INVEST
  75. 75. THE INNOVATION IN MAGAZINE MEDIA 2016-2017 
 WORLD REPORT TREND OF THE MOMENT (AND THE FUTURE?)
  76. 76. THE INNOVATION IN MAGAZINE MEDIA 2016-2017 
 WORLD REPORT VIRTUAL REALITY
  77. 77. THE INNOVATION IN MAGAZINE MEDIA 2016-2017 
 WORLD REPORT
  78. 78. THE INNOVATION IN MAGAZINE MEDIA 2016-2017 
 WORLD REPORT THE NEW YORK TIMES DISTRIBUTED 1.31 million Google Cardboard DEVICES TO SUBSCRIBERS.
  79. 79. THE INNOVATION IN MAGAZINE MEDIA 2016-2017 
 WORLD REPORT IT QUICKLY BECAME THE NYT’S most successful app launch ever
  80. 80. THE INNOVATION IN MAGAZINE MEDIA 2016-2017 
 WORLD REPORT THE PROJECT WAS SPONSORED BY GE AND VEHICLE MANUFACTURER MINI, WHOSE branded content WAS PART OF THE APP EXPERIENCE.
  81. 81. THE INNOVATION IN MAGAZINE MEDIA 2016-2017 
 WORLD REPORT “VR is already margin-positive for us. We’re making money out of VR. We expect to make money from VR again in 2016” — NYT CEO Mark Thompson
  82. 82. THE INNOVATION IN MAGAZINE MEDIA 2016-2017 
 WORLD REPORT •LISTEN TO YOUR EDITORS
  83. 83. THE INNOVATION IN MAGAZINE MEDIA 2016-2017 
 WORLD REPORT NICHE PUBLISHING Provide curated depth delivered 
 to devoted communities 
 of shared interest
  84. 84. THE INNOVATION IN MAGAZINE MEDIA 2016-2017 
 WORLD REPORT 3.000.000 copies MONDADORI LAUNCHED Il Mio Papa IN 2014 RIDING THE GLOBAL FASCINATION WITH THE NEW POPE. 
 IT LAUNCHED WITH A PRESS RUN OF
  85. 85. ATLANTIC MEDIA ALSO LAUNCHED NICHE PUBLICATIONS RECENTLY: QUARTZ AND DEFENCE ONE, TARGETING INTERNATIONAL BUSINESS PEOPLE AND THE DEFENCE INDUSTRY.
  86. 86. HOW TO PRODUCE VIDEO EFFICIENTLY, EFFECTIVELY & PROFITABLY
  87. 87. THE INNOVATION IN MAGAZINE MEDIA 2016-2017 
 WORLD REPORT THE WEB IS NOW A VISUAL MEDIUM WHAT STARTED AS A TEXT-BASED PLATFORM HAS NOW BECOME A PICTURES-IN- MOTION PHENOMENON.
  88. 88. THE INNOVATION IN MAGAZINE MEDIA 2016-2017 
 WORLD REPORT 80% of all content consumed on mobile devices will be video by 2018 — according to Cisco Systems
  89. 89. THE INNOVATION IN MAGAZINE MEDIA 2016-2017 
 WORLD REPORT ADVERTISERS, TOO 2016 digital video advertising spend expected to grow almost 30% — according to eMarketer
  90. 90. THE INNOVATION IN MAGAZINE MEDIA 2016-2017 
 WORLD REPORT SO IT’S A NO BRAINER: THROW LOTS OF RESOURCES AT VIDEO
  91. 91. THE INNOVATION IN MAGAZINE MEDIA 2016-2017 
 WORLD REPORT BUT NOT SO FAST VIDEOS CAN ALSO BE EXTREMELY EXPENSIVE 
 & COMPLICATED 
 TO PRODUCE. AS A RESULT, THEY CAN BE DIFFICULT TO MAKE PROFITABLY.
  92. 92. THE INNOVATION IN MAGAZINE MEDIA 2016-2017 
 WORLD REPORT MORE VIDEO = MORE COST • BANDWIDTH • VIDEO PLATFORM STREAMING • CONTENT ACQUISITION • STAFFING • PRODUCTION GEAR
  93. 93. THE INNOVATION IN MAGAZINE MEDIA 2016-2017 
 WORLD REPORT “10% of your posted video content will generate almost all your video pre-roll revenue — you just don’t know which 10%” — Peter Vamos, managing director of video at Star Media Group in Toronto
  94. 94. THE INNOVATION IN MAGAZINE MEDIA 2016-2017 
 WORLD REPORT 7 STRATEGIES FOR A VIABLE VIDEO BUSINESS MODEL
  95. 95. THE INNOVATION IN MAGAZINE MEDIA 2016-2017 
 WORLD REPORT 1. CREATE VIDEOS MONETISED BY PRE-ROLL USE TRADITIONAL AVENUES TO BUILD AND ENGAGE VIDEO AUDIENCES, AND PAY FOR THE INVESTMENT
  96. 96. THE INNOVATION IN MAGAZINE MEDIA 2016-2017 
 WORLD REPORT 2. LAUNCH PRODUCTS WITH MORE MANAGEABLE COSTS PARTNER WITH VIDEO CONTENT PROVIDERS WHO DELIVER PACKAGES AND CUT YOU A CHECK
  97. 97. THE INNOVATION IN MAGAZINE MEDIA 2016-2017 
 WORLD REPORT 3. LAUNCH PRODUCTS WITH LOWER STREAMING COSTS IN-ARTICLE OR INSTREAM VIDEO ADS, APPEARING IN AN ARTICLE AND BEGINS STREAMING WITH VOLUME MUTED
  98. 98. THE INNOVATION IN MAGAZINE MEDIA 2016-2017 
 WORLD REPORT 4. CREATE BRANDED VIDEO CONTENT FOR CLIENTS • CHANNEL SPONSORSHIPS • CUSTOM BRAND INTEGRATIONS • NATIVE CONTENT OPPORTUNITIES
  99. 99. THE INNOVATION IN MAGAZINE MEDIA 2016-2017 
 WORLD REPORT 5. AMORTISE YOUR VIDEOS TIME INC. AND MEREDITH, FOR EXAMPLE, PLAN THEIR VIDEO SCHEDULE TO INCLUDE AS MUCH EVERGREEN CONTENT AS POSSIBLE, ENABLING THEM TO REPUBLISH IT REGULARLY FOR A GREATER RETURN.
  100. 100. THE INNOVATION IN MAGAZINE MEDIA 2016-2017 
 WORLD REPORT 6. CREATE VIDEOS USING STILL PHOTOGRAPHY CREATE A FEEL OF MOVEMENT WITH PHOTOGRAPHS AND AUDIO TRACK FOR VIDEOS AT A SIGNIFICANTLY LOWER PRODUCTION COST
  101. 101. THE INNOVATION IN MAGAZINE MEDIA 2016-2017 
 WORLD REPORT 7. MAKE VIDEOS THAT MAKE MONEY FOR EXAMPLE, ELLE CANADA AND FUISZ MEDIA MAKE VIDEO ADS INTERACTIVE AND ACTIONABLE: VIEWERS CLICK ON AN AD FOR MORE INFORMATION ABOUT A PRODUCT, AND EVEN MAKE A PURCHASE. EARLY ADOPTERS: DIOR, FORD, VICTORIA’S SECRET, GILLETTE
  102. 102. THE INNOVATION IN MAGAZINE MEDIA 2016-2017 
 WORLD REPORT THE HOTTEST SPOT FOR VIDEO TODAY?
  103. 103. THE INNOVATION IN MAGAZINE MEDIA 2016-2017 
 WORLD REPORT FACEBOOK HANDS DOWN
  104. 104. THE INNOVATION IN MAGAZINE MEDIA 2016-2017 
 WORLD REPORT “Facebook fans share native video posts 12 times more often than posts with links to video outside of Facebook” — Eater New York editor Greg Morabito
  105. 105. THAT’S THE 2016-2017 INNOVATION IN MAGAZINE MEDIA 
 WORLD REPORT
  106. 106. LET US LEAVE YOU WITH ONE REMINDER
  107. 107. INNOVATION STARTS 
 AT THE TOP
  108. 108. NO SEPARATE INNOVATION LAB OR VP. THAT SENDS THE MESSAGE: INNOVATION IS NOT FOR EVERYONE
  109. 109. CHANGE YOUR CULTURE
  110. 110. CHANGE YOUR FUTURE
  111. 111. CHANGE IS WHAT WE DO AT INNOVATION WE ARE ENABLERS OF CHANGE INNOVATION MEDIA CONSULTING
  112. 112. THE GLOBAL EXPERTS IN HELPING MEDIA COMPANIES INNOVATE
  113. 113. …WHAT REALLY MATTERS IS JOURNALISM, EDITORS WILD IDEAS AND CRAZY PEOPLE INNOVATION MEDIA CONSULTING
  114. 114. …EDITORS WHO FOCUS ON: GREAT WRITING CONSTANT REINVENTION PICKING UP NEW GADGETS WITH BOTH HANDS INNOVATION MEDIA CONSULTING
  115. 115. FEAR IS THE MORTAL ENEMY OF CREATIVITY CREATIVITY IS THE FUEL OF INNOVATION INNOVATION MEDIA CONSULTING
  116. 116. IF YOU ACCEPT CHANGE YOU NEVER GROW OLD INNOVATION MEDIA CONSULTING
  117. 117. THERE IS A CLEAR WAY FORWARD TO REBUILD THIS BUSINESS BASED ON DIGITS AND ATOMS INNOVATION MEDIA CONSULTING
  118. 118. IT’S TIME TO INNOVATE INNOVATION MEDIA CONSULTING
  119. 119. Senor@innovation.media

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