The document summarizes Kristen McLean's keynote about shifts in how content is created, distributed, and consumed. It discusses the transition from traditional distribution models (Distribution 1.0) to new distribution opportunities on platforms and with third parties (Distribution 2.0). It also presents case studies of how different organizations like JP Morgan, the Chicago Tribune, Digital Turbine, and F&W Media have successfully adapted their business models to take advantage of these changes.

1. Distribution
(r)Evolution
Firebrand Community Conference 2014
Keynote - Firebrand

2. hello
Kristen McLean
Founder & CEO
Bookigee, Inc.

3. 10,000 ft.
<30,000 view image>

4. Simultaneous shifts in creation,
distribution, consumption

5. Content 1.0

6. Content 2.0
mass market
niche/longtail
crowd
Who are the
facilitators?
agents,
packagers,
editors?
bloggers,
reviewers,
tastemakers?

7. the old model Distribution
1.0

8. Discovery
Distribution
2.0

9. Consumption 2.0

10. Publishing 3.0?

11. 1450

12. 1900

13. 1966

14. 1960-1990

15. 1992

16. 1995

17. “The Internet, by connecting
readers and writers one on one,
offers the possibility of almost
limitless choice and foreshadows a
literary culture thrilling if also
alarming in its potential diversity.”
− Jason Epstein, Book Business, Publishing Past
Present and Future, 2001

18. Our Reaction
What about Quality?
What about Discovery?
I need to own my Customer!
WTF?
I better do something!!

19. #Fail

20. “We often think the internet
enables you
to do new things,
but people just want
to do the same things
they’ve always
done [only better].”
– Evan Williams, founder of Twitter

21. Harness other [bigger] audiences

22. Shifting
economies
of scale

24. 80M
Global Kindle
installs
95M
Verizon
Smartphones
in the US

25. ½ of the world’s
population reads a
daily newspaper
The top 20 newspapers in
the US reach 29M readers
on a weekly basis

26. Opportunities
• Focus on core business strengths
• Access to emerging markets
• Diversification of distribution portfolio
• Increased transparency
• Real-time feedback
• Mutual cross-platform value trade

27. Risks
• Seasonality
• Antagonism from traditional players
• Changes in brand partner priorities
• Changes in platform facilitators
• Narrowed content requirements
• Competition for user attention

28. Case Studies

29. JP
Morgan
Summer
Reading

30. READING FOR RICH CLIENTS [AND OTHERS]

31. THIRD PARTY FACILITATION
Publishers

32. Chicago
Tribune
Our recommendations,
Your passion.

33. TRIBBOOKS - TECHNOLOGY
BUILT ON PAGE FOUNDRY’S INKTERA MOBILE EBOOKSTORE PLATFORM
Curation driven by
Tribune editorial
Embedded HTML5
Tribune content
Real-time
flash sales
1.3M
books in
catalog
Trib
eBooks
free to
subscribers

34. TRIBBOOKS - TECHNOLOGY
CONTENT EXCHANGE WITH OTHER PUBLISHERS
• Publisher gives ltd. qty. of ebooks
• Tribune uses books for promotion
in the app
• Tribune underwrites major ad
campaign to 1.3M readers
• Publisher receives face-out bump
in larger market
• Publisher receives complete
engagement reporting

35. Digital
Turbine

36. CONTENT SOLUTIONS TO WIRELESS
3-6 mo. Typically Achieve:
• 5-20% conversion rate increase
• 20-50% unit sales increase
• —50% customer service enquiries
• 15-30% revenue increase

37. F&W
Media

38. F&W - STRATEGY
33 VERTICALS WITH DEDICATED E-COMMERCE STORES

39. F&W - TECHNOLOGY
WEB-BASED, INTEGRATED SITES - COMMUNITY, CONTENT & COMMERCE
The entire
world of this
interest – in
one place
Videos, articles & how-tos
Social media
integration
One stop
shopping
Print &
digital
magazines

40. F&W – ENGAGEMENT COMMITMENT
A CONTENT TEAM OF 6-10 PEOPLE FOR EACH VERTICAL
Led by a group publisher (content) and a digital product director (structure)
Each Content Team works with:
• Shared cross-vertical marketing personnel
• Email deployment specialists
• Customer service staff
• Web developers

41. F&W – MEASURABLE SUCCESS
E-COMMERCE HAS GROWN FROM $6M TO $60M IN 6 YEARS
• F&W serves 20 million consumers annually
• Double-digit growth in organic traffic to many primary communities
• Company has completely retooled its business model

42. thanks
Kristen McLean
Founder & CEO
Bookigee, Inc.