The document discusses how traditional media companies can succeed in today's digital marketplace. It outlines how Domino, a home design magazine, has reinvented itself by embracing digital platforms and building a large online audience through daily content, e-commerce, and social media. Domino now reaches over 1 million people each month across its integrated print, online, and social channels. This multi-platform approach has significantly increased the company's revenue from advertising, e-commerce, and other new business lines. The document emphasizes that every channel now has its own voice and companies must share content widely to drive traffic and audience growth online.

1. homedesigndigitalmarke/ngsummit.com
The Role of Traditional Media
in the Digital Marketplace
Jessica Romm Perez
editorial director
Beth Fuchs Brenner
chief revenue officer
‘s
game-changing perspective

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THEN

4. Makes Headlines

6. 6

7. Inspiring content leading users
to a curated commerce experience
NOW

10. multiple revenue streams
• Magazine revenue – advertising + newsstand sales
• Digital ad revenue
• E-commerce
• Ancillary businesses
NOW

11. we print

12. In order for traditional media to succeed in today’s digital
marketplace, we must embrace the interplay between each medium.
the media model has changed.
the way consumers consume media has changed.
the way consumers shop has changed.
technology has enabled CHANGE.

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What has not changed?
insatiable curiosity for new and cool
an obsession with shopping for home
confusion & intimidation around decorating

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what consumers want:
What has not changed?
trusted, reliable reporting
inspirational trend-spotting
decorating advice
shopping made easier

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domino delivers all of this and more!
What has not changed?
engagement
influence
customized content
what marketers want:

21. Points of Difference:
Voice & Tone
domino speaks to the “inner” style maven within each reader
The attitude is that of an expert peer who’s not snooty or exclusive, but,
rather “in the know” and eager to share…generous
domino strikes a tone of sophistication within reach
Offers fresh take on tradition, new directions within the design establishment,
reverence for rebellion and willingness to
embrace risk, rewriting the rules….liberating

22. She COMES TO US FOR:
• Offer access to experts and expert advice
• Respect her intelligence and ability to make good
choices
• Help her decide what is right for her
• Help her develop her own sense of style
• Make it EASY and FUN to express her OWN sense
of style across categories
• Foster and support her own creativity through
customization/personalization/limited editions
• Celebrate her individuality/nostalgia
• Help her to imagine life’s possibilities
• Are flexible/versatile
• Make her more of an expert (for herself and others)
• Recognize that her needs/desires change over time
• Don’t force her to have to choose between function
and style
• Show her how to successfully navigate through all
the options/offerings
• Help her see HOW she can incorporate the offering
into her life
• Help her feel and be a smart shopper
• Encourage and support “successful” risk taking
• Help her embrace categories she is afraid of or
disinterested in (i.e. give her a positive reason to be
interested)
• She can find…........BUY
What is the
domino girl
looking for from us?

23. Reach our audience daily with
E-mail newsletters and daily editorial
content
Commerce new products,
curated by our editors
Our quarterly magazine is
bigger than ever
These pieces work seamlessly
together
How we reinvented ourselves

24. Our readers want
comfortable spaces
that reflect their
personal style

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Developing personal style
At domino, we pay close attention to style as it related to
shelter, lifestyle, and fashion

26. Style is definitely
not defined
by one thing

27. How does the
domino girl
shop for her home?

29. Artful
Spaces

30. Context
We put the most of the moment trends and home products in
context that inspires readers what items will actually look like
in their home

31. Colorful
Choices

32. A fundamental shift in how we
communicate with our audience
Frequency + Tone

33. Who is our audience?
The Domino Girl Is….

34. It’s all about
the mix

35. Blending
styles & pieces
from
different eras and
selling them on
domino.com

37. Inventive ideas
that make their lives
more beautiful

39. Bold
Color Choices

40. Eclectic
Seating

44. immersion, escape, and fantasy
Lush visuals provide pleasure, fantasy, and escape.

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Even the
bedroom
has a large dose
of personality

51. Color +
Pattern

55. Not one voice but many voices
Not one style but many styles
Not a dictator but a navigator
Not one choice but many choices
Not the right choice but the right choice for you
Not “a look” but “your look”
Not exclusive but inclusive
Not what you should do but what you could do
Not what someone else did but what you can do
Not about trade secrets but about trading secrets
Not inspiring OR practical but inspiring AND practical
Not about everything in its place but about a place for everything
Points of Difference
Summary

56. EMAIL
920,000
e-database opt-ins
SOCIAL MEDIA
850,000+ followers
across the four
key channels
WEB
800,000 UV’s
3.5 million PV’s
the growing
fan base
PRINT
200,000 distribution
$12.99 cover price
(newsstand AND subs)

57. 1 billion+ media impressions since 2013 relaunch
Ad revenue up 40% in 2015
E-commerce revenue, transactions & vendor list more than tripled in 2015
Daily e-newsletter list grew by 300% in past 12 months (nearing 1 million)
1 Million Monthly UV’s by May 2016
Over 60% of domino’s fast-growing social media following is on Instagram

59. …and there’s more!
domino design
services
licensing/domino
branded products real estate
staging
domino TV
show
the second
domino book

60. Print still has an important role
Every channel has it own unique voice
If you build it, they won’t (necessarily) come
Critical to hire experts in field you don’t know:
digital content, data analytics, merchandising & e-commerce, SEO, e-mail marketing, social media
Everyone is a ‘frenemy’ online: sharing is a must
Think iteration, not perfection
Traffic is the key metric – as it grows, all boats rise
Learnings Worth Sharing