#CIMdigital 2014 - David Pemsel
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The document summarizes the Guardian's digital transformation and strategy. It notes that the Guardian now has a global audience of 100 million unique browsers, 40% of whom access content via mobile devices. The Guardian is focusing on building trust and engagement with its "Progressive" audience and moving readers from anonymous to known by encouraging registration and membership. It aims to take an open approach to journalism, innovation, and data to better understand audiences rather than platforms. This strategy appears to be working as the Guardian has seen eight consecutive quarters of ad revenue growth and a 50% contribution from digital revenues.
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#CIMdigital 2014 - David Pemsel
- 1. David Pemsel, Deputy Chief Executive Guardian News & Media PC
- 2. Our digital journey Conversations began in coffee houses in the 18th century
- 4. 72% 65% 63% 59% 44% 2581%
- 5. 72% 65% 63% 59% 44% 2581%
- 6. 72% 65% 63% 59% 44% 2581% 1996 1999 2010
- 7. 72% 65% 63% 59% 44% 2581% 2010 And now…
- 10. 81% trust rating Source: Ofcom 2013
- 13. Global audience of 100m unique browsers 26.5m from US 5m from AU
- 14. 40% access Guardian content from mobile devices Source: comscore Multi-platform report, Feb 2014 data …and our mobile audience is the most engaged of all newsbrand users 5.2 minutes per visit 3.5 Minutes: news brand average
- 16. 72% 65% 63% 59% 44% 2581%
- 17. From anonymous to known ARPU POTENTIAL £max Direct Revenue Indirect Revenue • Sales & Subs • Advertising Registration to known Opt-in to member
- 18. Progressives: Curious Connected Consumers “I buy new products before most of my friends” 14.5 million UK Progressives Source: TGI Q1 2014
- 19. 72% 65% 63% 59% 44% 2581% Great expectations – the post recession consumer Brands New more mindful consumer Transparent Omnichannel Storytellers
- 20. 72% 65% 63% 59% 44% 2581% Anticipating and responding to challenges is in GNM’s DNA Brands Progressives Open Ideas Transparent Omnichannel Storytellers Curious Connected Consumers Open Journalism Open Innovation
- 21. Time spent Interaction Attitudes Measurable multi-platform behaviours Trust, Authority, Influence The whole picture: Engagement
- 22. Data at the heart of engagement
- 24. 72% 65% 63% 59% 44% 2581% 8 quarters of consecutive ad revenue growth 50% digital ad revenue contribution +20% year on year growth in digital revenues +6% net revenue growth
- 27. 72% 65% 63% 59% 44% 2581% Open journalism gives a more complete picture. And we do it because, if we don’t open ourselves, people will simply do it elsewhere. Why compete when you can collaborate? It’s better commercially. Alan Rusbridger
Editor's Notes
- I’m here to talk to you today about insights about the digital future. It’s a topic that is central to everything we do at the Guardian, and we’ve already been on an incredible digital journey. -- The Guardian was born in Manchester in 1821, as a four-page weekly publication. - Back then the ability to communicate was in the hands of a few Gutenberg. Journalists sole arbiters news > authority figures, experts, gate-keepers Eighteenth century coffee houses - news social. Today: social media?
- Today’s media landscape is vastly different to when the Guardian first launched, or even the world we operated in just 20 years ago. Social media is today’s version of the coffee house – and mews organisations have evolved to take advantage of the opportunities the digital revolution presents This proliferation of new media organisations doing things differently means that we all have to think differently.
- At the Guardian we realised this early and looked to evolve and disrupt our business The old operating model Move from the traditional model of production–consumption and brand as broadcaster…
- The new operating model …to a new model with the Guardian as an enabler with our brand at the centre of conversations…
- We’ve been on a digital journey…. We were early adopters of the digital future, with a web presence launched almost 20 years ago. And three years ago we announced our digital first strategy - changing the way our business operates forever.
- Multi-platform Multi-device Responsive Of the web not on it Following our readers
- Our commitment to open makes our journalism better and more agenda setting. It allows our readers to be part of the conversation, rather than just consumers of it. The value of our open approach is perhaps best exemplified by the Edward Snowden revelations. We believe that it was our open approach and the community we’ve built with our readers, combined with our independence, values and our pedigree in investigative journalism, that led Snowden to choose the Guardian as the place in which to tell his story. The Guardian’s open and collaborative approach enabled mobilisation of online communities, on social networks including Twitter and in article comments – all contributing to our agenda-setting reporting of the disclosures. The story underlines our ongoing commitment to independent, era-defining, open journalism.
- And the world agrees – I think this speaks for itself!
- Our era-defining journalism – from phone hacking, through Wikileaks, to Snowden – has helped to make us the most trusted of all UK news brands
- Being open and digital opens the debate. On average we see over a million comments made every month. A million opinions and thoughts offered about our journalism. That seems pretty valuable to me. We also engage our audience of 100 million global unique browsers in other ways. Through our apps for example, some of which see dwell times of over 30 minutes per visit. And Open doesn’t mean free. In fact 97,000 subscribers have chosen to pay for our digital content through an app. So we don’t just give it all away for free.
- We also understand the value of community - of social. We believe firmly in being of the web, not just on it. Nearly 20 million page views a month come from our Facebook community, and in January our content was shared 2.5 million times via Twitter - second only to the BBC. Being social with our content, being on social platforms, sharing our content in the ways our readers want to share it is key to building our audience. We want to be where our readers are.
- And our digital, open strategy has enabled us to achieve true global reach And we have translated that audience and opportunity into digital revenue growth of 20% in this financial year.
- Ans ‘digital’ continues to evolve – so do the channels by which people access digital content. The most striking rise has of course been of mobile as more and more people use smartphones and tablets to access news and content Over 40% of of our audience now comes from mobile, and on some days this figure reaches almost 50% We also know that our audience engages more with our content on mobile than with the industry average
- So we’re investing heavily in our mobile presence. Only two weeks ago we launched the new Guardian app – an entirely re-thought and redesigned app experience – that is responsive across operating systems and devices.
- It’s not just about digital though. We continue to invest in print – launching three new regular supplements in the past 12 months – and encouraging everyone to ‘Own the Weekend’ through our much praised above the line campaign. In fact we’ve seen our print circulations significantly outperform the whole market over the last year.
- How we monetize digital – anonymous to known
- Our valuable audience: 14.5million = 28% of UK population
- Today our award-winning content can be read across every device - and we know that our readers are increasingly turning to mobile platforms. So while our values haven’t changed, the way in which we engage with our readers has. Much has already been debated about the value of a paywall approach vs. our open approach, with our critics claiming that we’re simply giving away our content, without a thought to our future. But open is what the internet is all about. It’s the eco-system in which we all operate. We fundamentally believe that our readers are more engaged, more loyal, and thus more valuable to us because we are open.
- The whole picture: Engagement
- An example of a really successful interactive published in May: Now and then pictures of the D Day landing
- Audience not platforms
- And we have translated that audience and opportunity into real growth in FY 14 8 quarters of sustained ad revenue growth Growth in our digital revenues - up 20% year on year, to almost £70 million this financial year. 50% digital ad revenue contribution. And growth in net revenues across Guardian News and Media of upwards of 5% in the same period. Much has also been made of our supposed ‘trust fund’ of £850+ largely due to our recent sale of Trader Media Group. Trader is another great example of a business not standing still, but responding the the challenges of a changing market and a changing landscape. It’s successful transformation from a print to digital business has been widely admired. Our investment in it, and subsequent sale of our stake, will now enable us to invest further in what we do best - quality, independent journalism. But it’s not a pot of gold to safeguard our future, we have to continue to do what we’ve been doing well for the past few years.
- Digital allows us to drive reach AND engagement That’s key to the sustainability of our organisation and our journalism. When you start with a global audience of 100 million unique browsers / 40m unique users, that’s a huge opportunity. When you move that audience through various stages of engagement - through registration, sign-in, commenting, downloading apps, and eventually joining us as members - the opportunity becomes even larger, and the value even greater. As engagement increases, page views per user increase, as does the all important ARPU. But we don’t believe we have to close the wide end of our funnel to get there.
- From the latest Mary Meeker Deck: Domination of US produced mobile operating systems (iOS, Android and Windows): Combined market share 8 years ago of 5%. Now 97%. Mobile accounts for 20% of our media usage, but only 4% of ad spend. In the US along this gap is worth $30bn. 11 million matches occur every day on Tinder 80% of Chinese internet users are mobile 1.8 billion photos are uploaded and shared on social media every day.
- We need to continue to change, to innovate, to be where our audience is, to engage with more people, more of the time, and crucially to safeguard our journalism. Being Open is key to that – and to our commercial success. Thanks for listening.