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Philipe Hautrive


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Digital Media 2.0

Published in: Technology, News & Politics
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Philipe Hautrive

  1. 1. New and Emerging Digital Platforms Digital Magazines Media 2.0 Conference Hanover, 14 -15 March 2007
  2. 2. Digital Press Distribution : a new opportunity! More than just Technology… … a new reading experience … a new way of purchasing press … a new retail channel 2
  3. 3. Who we are? <ul><li>A new venture that started operations in August 2006! </li></ul><ul><li>A fully-owned subsidiary of Hachette Distribution Services, the worldwide leader in press distribution and retail </li></ul><ul><li>A member of the Lagardère Media Group </li></ul>3
  4. 4. <ul><li>Consumer Experience </li></ul><ul><li>New Retail Channels </li></ul><ul><li>Commercial Offers </li></ul><ul><li>Benefits to Publishers </li></ul><ul><li>Conclusion </li></ul>4
  5. 5. Consumer Experience THE CONCEPT: the digital replica of the print magazine, combined with interactivity and rich media, delivered on the web. <ul><li>The core of the print: original page layouts, the same editorial, photographies and adverts. </li></ul><ul><li>The plus of the digital: search, rich media (videos…),URL links, games, e-couponning… </li></ul><ul><li>An easy process: </li></ul><ul><ul><li>Purchase on an e-commerce platform </li></ul></ul><ul><ul><li>Single copy download on your PC </li></ul></ul><ul><ul><li>Susbcription automatically delivered. </li></ul></ul>5
  6. 6. Consumer Experience Home Page Digital Press 6
  7. 7. Consumer Experience Title – Fact Sheet 7
  8. 8. Consumer Experience Table of contents - Purchase 8
  9. 9. Consumer Experience Access to back issues 11
  10. 10. Consumer Experience Search the online library 12
  11. 11. Consumer Experience Search the online library 13
  12. 12. Consumer Experience Search the online library 14
  13. 13. Consumer Experience 15 Reading experience - demo
  14. 14. Consumer Experience More content, more interaction <ul><li>Embedded bonus and rich media </li></ul>Audio: a Rock magazine and sound extracts from new hits; a live interview Video: a Cinema magazine enriched with trailers mentioned in the articles: read, click and view! Wall-papers: a Photo magazine with wall-papers to download Games: interactive Psycho tests: no pen, your score on line immediately! Self-corrected crosswords Animation : an educational magazine with an animated map Supplement : a women magazine with a free interactive shopping supplement <ul><li>Dynamic advertising: access to websites, video clips, special offers, e-couponing,… </li></ul><ul><li>A search tool throughout your magazine, your personal library and archives… or through the full catalogue, on current or back issues. </li></ul>A different, but lively experience 16
  15. 15. New Retail Channels A digital kiosk, multichannel and leveraged by strong brands. <ul><li>« White label » integration into existing websites </li></ul><ul><li>New retailers, specialists retailers, communities </li></ul><ul><li>Publishers’websites </li></ul><ul><li>A fully monetised content to supplement other digital experience. </li></ul>DIGITAL SPECIALIZED MASS COMMUNITY PRESS Sales effort is key 17
  16. 16. New Retail Channels More accessibility, more relevance for the consumer <ul><li>Total availability and extended reach </li></ul><ul><ul><li>7/7, 24/24 </li></ul></ul><ul><ul><li>Worldwide at domestic price </li></ul></ul><ul><ul><li>not dependent on retail coverage… or listing </li></ul></ul><ul><ul><li>back issues… and sometimes preview! </li></ul></ul>? 18 Easy purchase, one-to-one marketing: more sales! <ul><li>Profiled alerts , by title, by topic </li></ul><ul><li>Access through search engines </li></ul>
  17. 17. Commercial Offers DIGITAL: not only traditional, but also innovative commercial offers <ul><li>Single copy </li></ul><ul><li>Subscriptions </li></ul><ul><li> negative option, monthly debit </li></ul><ul><li> push mode </li></ul>? <ul><li>Liberty Pack : 4 magazines for 9.90€ a month! </li></ul><ul><ul><li>free choice of magazines, every month! </li></ul></ul><ul><ul><li>no commitment over time </li></ul></ul><ul><li>Promotions </li></ul><ul><li>Today’s special: all people magazines at 0.99€ ! </li></ul><ul><li>Enjoy your favourite magazine with a 20% discount for 3 days </li></ul>Marketing, innovation, promotion 19
  18. 18. Commercial Offers About 200 titles now, target being 500 20 Our retailer strategy: variety of offers, channels and titles
  19. 19. Benefits to Publishers ? <ul><li>Monetization of contents, building on editorial value </li></ul><ul><li>Additional circulation </li></ul><ul><li>Lower production and distribution costs </li></ul><ul><li>A marketing tool (sampling, dual subscription,…) </li></ul><ul><li>A new approach to advertisers </li></ul>Additional revenue, lower costs, marketing potential One building block towards digital 21
  20. 20. Benefits to Publishers A full service partner ? <ul><li>Production </li></ul><ul><li>Sources : pdf file (or equivalent) + Bonus files </li></ul><ul><li>Marketing </li></ul><ul><li>Payment </li></ul><ul><li>Secured content delivery (Digital Rights Management) </li></ul><ul><li>Customer relationship / help desk </li></ul>Marketing and services 22
  21. 21. ? <ul><li>The market environment is characterised by a growing consumer acceptance of digital products in general, matching the need of publishers and advertisers to reach new audiences. </li></ul><ul><li>A reading experience combining the core elements of the print magazine with the interactivity of digital and extra contents. </li></ul><ul><li>A powerful commercial proposal, both to the readers and to the publishers. </li></ul><ul><li>… but a joint challenge to develop usage! </li></ul>Not a strategic revolution, but a great tactical opportunity! Conclusion 23
  22. 22. ? Thank you for your attention 24
  23. 23. ? Contacts 25 2 rue Lord Byron 75008 Paris Philippe Hautrive [email_address] Tel: +33 1 42 99 07 52