SlideShare a Scribd company logo
Neil Morgan
Until a product reaches 10% of a given 
market there is no real evidence that it 
will succeed 
10% is critical 
2014
Product Lifecycle 
10% 
Digital Magazine share of magazine 
market in July 2014 at 2-3% (ABC)
2015/0.5 Billion 
WiFi 
Home 
Long Form 
The market 
2015/2 Billion 
4G 
Fast Process 
24/7 
Short form
$5 Billion 
$8.5 Billion 
$395 Billion 
$2.5 Billion 
Pre-internet era 
Present day valuations 
1851 
1952 
1974 
1922
1995 
Dial- up/Internet 1.0 
$34 Billion 
$3.5 Billion 
$368 Billion 
$36 Billion 
Present day valuations
$200 Billion 
$25 Billion 
$28 Billion 
$10 Billion 
Present day valuations 
Broadband/Internet 2.0
Mobile/Internet 3.0 
$5 Billion 
$1 Billion 
$18 Billion 
$10 Billion 
Present day valuations
Who will be the winners in long 
form/magazine style content? 
• Cash to invest 
• No print baggage 
• Understand market 
• No print baggage 
• Subscriber relationships 
• Excellent discovery
“I’ve said from day one that 
we are no longer a magazine,” 
“magazines will be around 25 
years from now.” 
Joe Ripp, CEO of Time Inc 2013
Let’s not talk about magazines as it restricts us in our idea of what this sort of content is. 
Magazine-style content is written by people paid to write or who earn money via whatever 
method of monetization they can extract. This might mean a journalist on a salary or a blogger 
funded by advertising. It also includes archived content owned by publishers and contributed 
content received from readers that is accepted for publication. 
The format of this content gives us most problems. Traditional magazines have been monthly or 
weekly, driven by production and distribution requirements governed by the dynamics of a 
physical product. 
Virtual working practices, digital distribution, multiple channels and user led curation has all 
eroded the discipline and culture of the magazine format. 
Most significantly, the way that readers now consume information has changed significantly over 
the past 30 years. The web meant that we could read information on PCs, laptops, phones and 
then tablets. Wearable devices are next. 
We no longer rely on TV with set times of broadcast. Netflix, iTunes, Amazon and You Tube all 
allow us to watch when we like. 
Spotify has taught many people more about music in 1 years than they knew in their who life. 
Magazines are still stuck in their traditional format and are waiting to be broken open and 
distributed in a new way that will reach more readers than they could ever have dreamed of.

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Neil Morgan, Magvault

  • 2. Until a product reaches 10% of a given market there is no real evidence that it will succeed 10% is critical 2014
  • 3. Product Lifecycle 10% Digital Magazine share of magazine market in July 2014 at 2-3% (ABC)
  • 4. 2015/0.5 Billion WiFi Home Long Form The market 2015/2 Billion 4G Fast Process 24/7 Short form
  • 5. $5 Billion $8.5 Billion $395 Billion $2.5 Billion Pre-internet era Present day valuations 1851 1952 1974 1922
  • 6. 1995 Dial- up/Internet 1.0 $34 Billion $3.5 Billion $368 Billion $36 Billion Present day valuations
  • 7. $200 Billion $25 Billion $28 Billion $10 Billion Present day valuations Broadband/Internet 2.0
  • 8. Mobile/Internet 3.0 $5 Billion $1 Billion $18 Billion $10 Billion Present day valuations
  • 9. Who will be the winners in long form/magazine style content? • Cash to invest • No print baggage • Understand market • No print baggage • Subscriber relationships • Excellent discovery
  • 10. “I’ve said from day one that we are no longer a magazine,” “magazines will be around 25 years from now.” Joe Ripp, CEO of Time Inc 2013
  • 11.
  • 12. Let’s not talk about magazines as it restricts us in our idea of what this sort of content is. Magazine-style content is written by people paid to write or who earn money via whatever method of monetization they can extract. This might mean a journalist on a salary or a blogger funded by advertising. It also includes archived content owned by publishers and contributed content received from readers that is accepted for publication. The format of this content gives us most problems. Traditional magazines have been monthly or weekly, driven by production and distribution requirements governed by the dynamics of a physical product. Virtual working practices, digital distribution, multiple channels and user led curation has all eroded the discipline and culture of the magazine format. Most significantly, the way that readers now consume information has changed significantly over the past 30 years. The web meant that we could read information on PCs, laptops, phones and then tablets. Wearable devices are next. We no longer rely on TV with set times of broadcast. Netflix, iTunes, Amazon and You Tube all allow us to watch when we like. Spotify has taught many people more about music in 1 years than they knew in their who life. Magazines are still stuck in their traditional format and are waiting to be broken open and distributed in a new way that will reach more readers than they could ever have dreamed of.