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

Mobile Strategies
This is a test slide. There’s really
nothing to see here. Please enjoy a pleasant
conversation about the weather in Indianapolis with the
nice person next to you. Remember, don’t think of an elephant.
Thank you.

Mobile Strategies
Modern Healthcare’s digital
delivery methodology

The Way We Were

Content

Print

Gonzo Schexnayder / Modern Healthcare / Crain Communications

The Other Container

Content

Print


Containers

Content


Systems

Content


Devices

Content


Tomorrow

Content


Day After Tomorrow

Content


Choices


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


Confusion
“…the Google”

“Is our publishers
“…the internets” learning?”

AP Research


Ethnography Spring 2007
Six cities
18
Diaries
Home visits


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.

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


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


Model for Communication

Summer 2009
24
Ads are Good
“0-1-2-3-4”
0 = Social
4 = Promise


AP 2.0


Modern Healthcare

1976
70,000
C-Suite
30
24 in ‘09


ModernHealthcare.com
1998
246k / 75k
511k / 140k
No big changes
More paywall
Better navigation
Better linking
Better SEO

A Little Help


MH Content Growth
Print & Web
plus
Video
Digital Editions
Webinars
Social Networks
Kindle
Mobile

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


Motivators


MH Mobile
9/09: 600
Web-only News
Auto-detect
Web registration
Print, Newsmakers
5/10: 2600
iPhone: 2200


Mobile Strategy

Mobile Strategy = Strategy
CMS
Clean
RSS
SEO
Device Agnostic

Social Media


Kindle 2

Model-T
2 Million
700
30/70
RSS Feed
Weekly


Why Kindle

Brand Extension
Loyal Audience
Supplemental Subs
Free Wireless
Single Function
$189 on 6/21


E-Readers

40+
ePub
6.6
$99


iPad
Transformative
iKid
3 Million iPads
Non-proprietary
Safari
100 Million iOS
B2C vs. B2B


iP Apps
"I wouldn't run headlong into apps.
.... It's like having a child. It
requires constant effort. Build a
better mobile website. You don't
have to build for certain platforms.
…180k [apps] in iTunes store.
140k don't know what they got
themselves into."
- Dave @ Mojiva.com


What do my readers want?

Analytics
VOC
Surveys
Research


The Way We ARE

It’s what we do
Content
It’s our USP
It’s what readers want
…everywhere
…including in print.


Going Forward

Content

BFF


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

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/


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

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