Gregg Hano, CEO Mag+ · September 10-11, 2013 · Stockholm
Profitable Digital Publishing
Developing Your App Strategy
Thursd...
Mobile devices are the
future of computing.
Thursday, September 26, 13
Tomorrow’s Consumer
By the end of 2013 there
will be 5.9 billion mobile
devices in use globally.
Source CSS Insights, IB T...
Tomorrow’s Consumer
By the end of 2013
there will be 5.9 billion
mobile devices in use
Source CSS Insights, IB Times June,...
Gregg Hano, CEO Mag+
• Advocate of magazines on
the iPad
• SVP of Bonnier Corporate
Sales & Technology Group
• Publisher o...
Mag+ is the most flexible and efficient digital publishing
platform in the world. We enable publishers, businesses and
conten...
How It Works
Thursday, September 26, 13
History of Mag+
2009
• Started four months of research & testing
2010
• Launch Popular Science+
2011
• Became independent ...
Today: 1,500+ Apps
Thursday, September 26, 13
Why do you need a
digital publishing
strategy?
Thursday, September 26, 13
Digital Publishing is Your
Future
• It’s Business Progressive: Companies staying ahead
of the technology curve are using m...
How are
people
consuming
content today?
Thursday, September 26, 13
Content Consumption
Adults spend more time on
mobile media than they do on
newspapers and magazines
combined.
*Nielsen 201...
What is the
market
opportunity?
Thursday, September 26, 13
A Growing Audience
Source:Apple, Mashable 2013
Cumulative number of apps downloaded from the Apple App Store from
June 200...
A Growing Audience
Source:Apple, Mashable 2013
Cumulative number of apps downloaded from the Apple App Store from
June 200...
Customers are downloading
more than 800 apps per second
at a rate of over two billion apps
per month in the App Store.
*Ap...
A Growing Audience
Source:Apple,Techcrunch 2013
Thursday, September 26, 13
A Growing Audience
US Digital Audiences
(monthly active users as of February 2013)
Source:: Flurry, Comsccore Media Metrix...
An Engaged Audience
Flurry:April 2013
80% of a mobile users time is spent in Apps rather than mobile web.
Thursday, Septem...
App developers have been paid
over $11 billion for their sales
in the App Store. Half of this
was earned in the last four
...
App developers have been paid
over $11 billion for their sales
in the App Store. Half of this
was earned in the last four
...
App Store has 575 million
credit cards on file.
*Apple Intelligence, 9to5mac.com, June 2013
Money Around Apps
Thursday, Se...
Your Competition
Thursday, September 26, 13
Your Competition
Thursday, September 26, 13
Your Competition
Thursday, September 26, 13
Your Competition
Other apps in the space set a
very high standard. To compete
you MUST customize your
content for the devi...
How do you do it?
Thursday, September 26, 13
Customized Content
Comment From User chocojoe on Sept 18. 2012; Customer Ratings Dated: 09/20/12
Delivering what your audi...
Customized Content for
Specific Devices
British Journal of Photography iPad App
• 16,000 subscribers
• 200,000+ downloads (...
•
WeSC - WeAreTheSuperlative
Conspiracy
• Swedish street fashion brand that has
extended into the digital world to create
...
There is
money to be
made
Thursday, September 26, 13
Revenue Streams
There are many ways to make money
with digital publishing
• Single Issues
• Subscriptions
• Advertising
• ...
Revenue Opportunities
Source: Strategy Analytics,App Revenue Forecast, November 2012
Global App Revenue Forecast 2008 - 20...
Revenue Opportunities
Source: Mequoda 2013 Tablet Study
39% of tablet users spent $100+ on their tablet in the last 12
mon...
Revenue Opportunities
Thursday, September 26, 13
Source: eMarketer, Dec 2012
Revenue Opportunities
Thursday, September 26, 13
In-app purchases are a powerful
money-making mechanism. In
January 2012, 53% of iPhone App
Store revenue in the U.S. was
a...
Revenue Opportunities
*Source TechCrunch, April 2013
Thursday, September 26, 13
Revenue Opportunities
iPhone App Store revenue
percentage attributed to in-app
purchases by country.
• U.S.A 76%
• Germany...
Publishing Reinvented
Thursday, September 26, 13
Think Beyond the Magazine
This is a new channel, not
just a replacement for print.
Thursday, September 26, 13
Think Beyond the Magazine
Be creative with issues.
Thursday, September 26, 13
Think Beyond the Magazine
Remember what you do well:
delivering curated content to
focused audiences.
Thursday, September ...
New York Magazine
• Blending weekly magazine
content with daily website content
‘window shade’
• Keeps users coming back o...
The Atlantic
Magazine
The Atlantic
Weekly Digital
Editions
The Atlantic Web
Properties
The Atlantic
Daily Photo
Blog - In ...
Source: PopularScience+
August Home Publishing
• ‘Packet Publishing’ approach
• Demizine - short interactive magazine
publ...
Think Beyond the Magazine
Community Membership Model
• Offer multiple ways for consumers to
connect with your brand and ch...
Your Incubator Moment
LEARN
FAIL/SUCCEED
(just fail quickly)
TEST
Thursday, September 26, 13
Thank you!
magplus.com
Profitable Digital Publishing
Developing Your App Strategy
Thursday, September 26, 13
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Profitable Digital Publishing

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Gregg Hano, CEO of Mag+, walks through why you need a digital publishing strategy, and how brands can be profitable with their digital publishing.

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Profitable Digital Publishing

  1. 1. Gregg Hano, CEO Mag+ · September 10-11, 2013 · Stockholm Profitable Digital Publishing Developing Your App Strategy Thursday, September 26, 13
  2. 2. Mobile devices are the future of computing. Thursday, September 26, 13
  3. 3. Tomorrow’s Consumer By the end of 2013 there will be 5.9 billion mobile devices in use globally. Source CSS Insights, IB Times June, 2013 By 2017 there will be more mobile devices in use than people on the planet! Thursday, September 26, 13
  4. 4. Tomorrow’s Consumer By the end of 2013 there will be 5.9 billion mobile devices in use Source CSS Insights, IB Times June, 2013 By 2017 there will be more mobile devices in use than people on the planet! Global shipments of smart mobile devices (phones & tablets) will increase 2.5 times between 2012 and 2017 Thursday, September 26, 13
  5. 5. Gregg Hano, CEO Mag+ • Advocate of magazines on the iPad • SVP of Bonnier Corporate Sales & Technology Group • Publisher of Popular Science • Member of The Association of Magazine Media’s Tablet Metrics Task Force Profitable Digital Publishing Thursday, September 26, 13
  6. 6. Mag+ is the most flexible and efficient digital publishing platform in the world. We enable publishers, businesses and content owners of all types to design stunning digital content and distribute it to apps on tablets and smartphones worldwide. What is Mag+? Thursday, September 26, 13
  7. 7. How It Works Thursday, September 26, 13
  8. 8. History of Mag+ 2009 • Started four months of research & testing 2010 • Launch Popular Science+ 2011 • Became independent company, active licensing platform 2013 • 1,500+ Apps w/offices in New York, Stockholm and San Diego • More than 700 clients in 80+ countries • More than 9.5 million app installs • 600,000+ users have used a Mag+ app in the last 30 days Thursday, September 26, 13
  9. 9. Today: 1,500+ Apps Thursday, September 26, 13
  10. 10. Why do you need a digital publishing strategy? Thursday, September 26, 13
  11. 11. Digital Publishing is Your Future • It’s Business Progressive: Companies staying ahead of the technology curve are using mobile apps. • It’s Engaging: The infinite canvas has a host of new creative opportunities. • It’s Cost Effective: Paper manufacturing and distribution costs add up quickly. • It’s Easy: Anyone able to use InDesign can create an engaging app. • It’s Measurable: App publishing platforms make it easy to deploy analytics. Thursday, September 26, 13
  12. 12. How are people consuming content today? Thursday, September 26, 13
  13. 13. Content Consumption Adults spend more time on mobile media than they do on newspapers and magazines combined. *Nielsen 2013 36% of adults read news or current events on their mobile phone at least twice a week. *Statistic Brain 2013 57% of people say that the tablet is their favorite place to consume content. *Mequoda Tablet Study 2013 91% of adults have their mobile phone within arms reach 24/7. *Neilsen 2013 33 Million consumer- owned tablets in Western Europe in 2012 *Forrester Research The Apple iPad is the dominant tablet in Western Europe - 83% of Europeans that have an iPhone AND a tablet, selected an iPad tablet. *Forrester Research 2013 Thursday, September 26, 13
  14. 14. What is the market opportunity? Thursday, September 26, 13
  15. 15. A Growing Audience Source:Apple, Mashable 2013 Cumulative number of apps downloaded from the Apple App Store from June 2008 to January 2013 (in billions) Thursday, September 26, 13
  16. 16. A Growing Audience Source:Apple, Mashable 2013 Cumulative number of apps downloaded from the Apple App Store from June 2008 to January 2013 (in billions) Nearly 20 Billion of these app downloads occurred in 2012 alone. *Apple Press Info 2013 Thursday, September 26, 13
  17. 17. Customers are downloading more than 800 apps per second at a rate of over two billion apps per month in the App Store. *Apple Press Info, May 2013 A Growing Audience Thursday, September 26, 13
  18. 18. A Growing Audience Source:Apple,Techcrunch 2013 Thursday, September 26, 13
  19. 19. A Growing Audience US Digital Audiences (monthly active users as of February 2013) Source:: Flurry, Comsccore Media Metrix Report 2013 224 Million App Users 221 Million Laptop & Desktop Users Thursday, September 26, 13
  20. 20. An Engaged Audience Flurry:April 2013 80% of a mobile users time is spent in Apps rather than mobile web. Thursday, September 26, 13
  21. 21. App developers have been paid over $11 billion for their sales in the App Store. Half of this was earned in the last four quarters. *ASYMCO, August 2013 Money Around Apps Thursday, September 26, 13
  22. 22. App developers have been paid over $11 billion for their sales in the App Store. Half of this was earned in the last four quarters. *ASYMCO, August 2013 Money Around Apps App developers are currently being paid at the rate of $1 billion per quarter. *ASYMCO, August 2013 Thursday, September 26, 13
  23. 23. App Store has 575 million credit cards on file. *Apple Intelligence, 9to5mac.com, June 2013 Money Around Apps Thursday, September 26, 13
  24. 24. Your Competition Thursday, September 26, 13
  25. 25. Your Competition Thursday, September 26, 13
  26. 26. Your Competition Thursday, September 26, 13
  27. 27. Your Competition Other apps in the space set a very high standard. To compete you MUST customize your content for the device. Thursday, September 26, 13
  28. 28. How do you do it? Thursday, September 26, 13
  29. 29. Customized Content Comment From User chocojoe on Sept 18. 2012; Customer Ratings Dated: 09/20/12 Delivering what your audience wants • Fully enhanced apps consistently rate higher in app stores • Engagement levels increase when interactive design is integrated correctly • Each device has both a form and functionality that allows it to do a specific job in a users life. Build with this in mind. Thursday, September 26, 13
  30. 30. Customized Content for Specific Devices British Journal of Photography iPad App • 16,000 subscribers • 200,000+ downloads (7,846 print readers) • Phenomenal growth overseas with 2,000 downloads a day in the US alone • Average session length is 5 minutes, but over 10,000 sessions lasted longer than 10 minutes • Live news function doubled the number of iPad users to BJP - online • Won ‘Best Use of Mobile’ award at British Media Awards, April 2012 • Nominated for ‘App of the Year’ and ‘Best Digital Magazine of the Year’ for 2013 PPA Digital Publishing Awards Thursday, September 26, 13
  31. 31. • WeSC - WeAreTheSuperlative Conspiracy • Swedish street fashion brand that has extended into the digital world to create a richer experience for their clothing line • Allows WeSC to be more interactive with their customers • WeSC clothes are showcased and consumers are able to directly purchase products from this app. • The app is made to inspire their core audience to purchase their products and share the creativity and individuality which is what the brand is all about. Customized Content for Specific Devices Thursday, September 26, 13
  32. 32. There is money to be made Thursday, September 26, 13
  33. 33. Revenue Streams There are many ways to make money with digital publishing • Single Issues • Subscriptions • Advertising • Sponsorship • In-App Purchasing Thursday, September 26, 13
  34. 34. Revenue Opportunities Source: Strategy Analytics,App Revenue Forecast, November 2012 Global App Revenue Forecast 2008 - 2017 ($M) Tablets Phones Thursday, September 26, 13
  35. 35. Revenue Opportunities Source: Mequoda 2013 Tablet Study 39% of tablet users spent $100+ on their tablet in the last 12 months (apps, books, magazines, videos or subscriptions) Thursday, September 26, 13
  36. 36. Revenue Opportunities Thursday, September 26, 13
  37. 37. Source: eMarketer, Dec 2012 Revenue Opportunities Thursday, September 26, 13
  38. 38. In-app purchases are a powerful money-making mechanism. In January 2012, 53% of iPhone App Store revenue in the U.S. was attributed to in-app purchases. That number has now climbed to 76%. *TechCrunch, April 2013 Revenue Opportunities Thursday, September 26, 13
  39. 39. Revenue Opportunities *Source TechCrunch, April 2013 Thursday, September 26, 13
  40. 40. Revenue Opportunities iPhone App Store revenue percentage attributed to in-app purchases by country. • U.S.A 76% • Germany 61% • Hong Kong over 90% • Japan over 90% *Source TechCrunch, April 2013 Thursday, September 26, 13
  41. 41. Publishing Reinvented Thursday, September 26, 13
  42. 42. Think Beyond the Magazine This is a new channel, not just a replacement for print. Thursday, September 26, 13
  43. 43. Think Beyond the Magazine Be creative with issues. Thursday, September 26, 13
  44. 44. Think Beyond the Magazine Remember what you do well: delivering curated content to focused audiences. Thursday, September 26, 13
  45. 45. New York Magazine • Blending weekly magazine content with daily website content ‘window shade’ • Keeps users coming back on a daily basis • Launched April, 1 2013 Think Beyond the Magazine Thursday, September 26, 13
  46. 46. The Atlantic Magazine The Atlantic Weekly Digital Editions The Atlantic Web Properties The Atlantic Daily Photo Blog - In Focus Theatlantic.com The Atlantic Wire The Atlantic Quartz The Atlantic Cities Think Beyond the Magazine Thursday, September 26, 13
  47. 47. Source: PopularScience+ August Home Publishing • ‘Packet Publishing’ approach • Demizine - short interactive magazine published every two weeks (replacing a print publication released every two months) • eNotes - free decorating tips, delivered weekly, offered for free before user must subscribe • eBooks - series of theme-based eBooks sold as singles Think Beyond the Magazine Thursday, September 26, 13
  48. 48. Think Beyond the Magazine Community Membership Model • Offer multiple ways for consumers to connect with your brand and charge them • What if it were an “issue”? • Automatic delivery BEFORE you could see it on TV • Exclusive Sponsor • Include: slideshows of behind-the- scene content, interviews, plot summaries of previous episodes, and the actual show! • It’s about bundles of content Thursday, September 26, 13
  49. 49. Your Incubator Moment LEARN FAIL/SUCCEED (just fail quickly) TEST Thursday, September 26, 13
  50. 50. Thank you! magplus.com Profitable Digital Publishing Developing Your App Strategy Thursday, September 26, 13

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