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MONETIZE ALL THE THINGS:
HOW CONDÉ NAST PROFITS
FROM MULTIPLE CHANNELS
08.18.17
HI
JAKE SP URLO CK
NAME:
LOUIS ROSETTO
WIRED CO-FOUNDER
https://www.wired.com/2014/10/wired-hotwired-anniversary/
WE HAD TO BE THERE
14
But in the ...
HOTWIRED (1994)
Hotwired (1994–1999) was the
first commercial web magazine,
launched on October 27, 1994.
Although it was ...
JEFF VEEN
EARLY WIRED INTERN / TYPEKIT COFOUNDER / ADOBE SVP
TRUE VENTURES / AUTOMATTIC INVESTOR
https://www.wired.com/201...
EARLY
PROTOTYPE
A page from Howard
Rheingold’s notebook with an
early (largely unused) idea
for HotWired's interface. 
17
1 2 3
VISION OF HOTWIRED
CAN WE MAKE MONEY?
18
“I said we're not moving forward
until we can justify what we're
doing. We ...
TITLE
SECTION TITLE
SUCK.COM (1995)
Suck.com was one of the earliest
ad-supported content sites on
the Internet. It featured daily
editorial c...
WEBMONKEY
(1995)
Webmonkey was a popular
online tutorial website composed
of various articles on building
webpages from ba...
HOTBOT (1996)
Hotbot was launched in May 1996
by Wired magazine. It became a
popular tool with search results
served by th...
DISTRIBUTION
PLATFORMS
HTTPS
8.18.17
AMAZON AFFILIATES
8.18.17
AMAZON AFFILIATE LINKS There are a million plugins that do this. Here is a simple one with some
Stackoverflow regex that h...
NEWSLETTERS
NEWSLETTERS
MAKE MONEY
ADBLOCKERS
ADBLOCKERS
45
DESKTOP USERS
USING ADBLOCK
26-39%
ADBLOCKERS
• Antiblock.org V2 & V3
• AntiAdblock (ClemensConrads)
• AntiA...
AFTER THE VEIL
ISN’T THAT A 2PAC ALBUM?
48
25% 15%
SETTLEDINITIAL WHITELIST
APPLE NEWS
APPLE NEWS
FILL RATE
51
0% 10.1%
IAD BACKFILLHOUSE FILL RATE
advertisingSettings: {
frequency: 10
}
NEWSLETTER
SUBSCRIPTIONS
A newsletter subscriber is 10x
more likely to subscribe to the
magazine.
DRIVE USERS TO NEWSLETTE...
NEWSLETTERS
MAKE MONEY
GOOGLE AMP
SUBSCRIPTION
WIDGETS IN AMP
NewYorker is leading the way
here at Condé Nast, but other
brands will be following.
PROGRAM O...
1 2 3
WIRED ON AMPCASE STUDY FROM GOOGLE
https://www.ampproject.org/case-studies/wired/
PROGRAM OBJECTIVE
57
63% IN CTR ON...
INCREASED AD
VISIBILITY
WIRED has increased local
recirculation, and aims for
engagement on related videos
in AMP. Galleri...
NEWSLETTERS
MAKE MONEY
A CASE FOR
BETTER
GALLERIES
IN AMP
“Galleries are a template with high ad
inventory impact on the mobile web
and low inven...
FACEBOOK INSTANT
02.22.17
CONDÉ NAST CASE STUDY
INTERNAL
TESTING, PHASE ONE:
WHAT CAN WE DO HERE?
63
• GQ, Vanity Fair and Wired posted 3-4 articles a day to Facebook Instant Arti...
TESTING, PHASE TWO:
LET’S TRY AGAIN
64
• Why: Our goal was to separate the impact of FBIA from the impact of the editorial...
65
TESTING:
THE SCORING MODEL
LET’S PUT A RANK ON EVERYTHING
Article FBIA/Mobile vs. Desktop
Traffic
Visits x Page views pe...
TEST POSTING
ON FBIA
Number of articles posted:
WE’LL DO IT LIVE
66
31%
69%
27%
Percent of all posted content
89 42 74
IT WASN’T GREAT…
67
FBIA IMPACT ON TRAFFIC
AND MONETIZATION
Mobile Visits +25% -25% +109 %
Desktop Visits -17% -60% -9%
Mo...
FBIA IMPACT ON REVENUE
IT GETS BETTER?
68
14%-51%-11%
AD DENSITY
ADS ALL THE TIME
69
<meta property="fb:use_automatic_ad_placement" content="enable=true ad_density=default">
<m...
ADS IN RECIRCULATION
(BETA)
TWEET @WHYISJAKE TO WIN FAVOR IN THE COMING YEAR
70
<!doctype html>
<html lang="en" prefix="op...
JAKE SPURLO CK
@whyisjake
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How Condé Nast profits from multiple channels.

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Monetize All the Things

  1. 1. MONETIZE ALL THE THINGS: HOW CONDÉ NAST PROFITS FROM MULTIPLE CHANNELS 08.18.17
  2. 2. HI
  3. 3. JAKE SP URLO CK NAME:
  4. 4. LOUIS ROSETTO WIRED CO-FOUNDER https://www.wired.com/2014/10/wired-hotwired-anniversary/ WE HAD TO BE THERE 14 But in the summer of 1994, a transformative piece of software called Mosaic was fast opening a new frontier to the masses: the World Wide Web. It quickly became clear that WIRED needed a website. “We realized this was the future of everything, and we knew we should be there.”
  5. 5. HOTWIRED (1994) Hotwired (1994–1999) was the first commercial web magazine, launched on October 27, 1994. Although it was part of Wired Ventures, Hotwired was a separate entity from Wired, the print magazine, and had original content. THE BEGINNING 15
  6. 6. JEFF VEEN EARLY WIRED INTERN / TYPEKIT COFOUNDER / ADOBE SVP TRUE VENTURES / AUTOMATTIC INVESTOR https://www.wired.com/2014/10/wired-hotwired-anniversary/ AS AN INTERN 16 “Then in 1994, Veen was the twenty- something responsible for converting the contents of WIRED magazine into various digital formats each month. So great was his faith in the internet, Veen had quit his job as managing editor of a newspaper in Santa Cruz to join WIRED's fledging web team. As an intern.”
  7. 7. EARLY PROTOTYPE A page from Howard Rheingold’s notebook with an early (largely unused) idea for HotWired's interface.  17
  8. 8. 1 2 3 VISION OF HOTWIRED CAN WE MAKE MONEY? 18 “I said we're not moving forward until we can justify what we're doing. We have to understand what the business is.” "global jam session."“a place where readers could participate in an exchange of ideas.” LOUIS ROSSETTO FOUNDER KEVIN KELLEY EXECUTIVE EDITOR HOWARD RHEINGOLD EXECUTIVE EDITOR
  9. 9. TITLE
  10. 10. SECTION TITLE
  11. 11. SUCK.COM (1995) Suck.com was one of the earliest ad-supported content sites on the Internet. It featured daily editorial content on a wide variety of topics, including politics and pop-culture and was targeted at Generation X. Their tagline, and mascots, were "A fish, a barrel, and a smoking gun". The site remains online despite having no new content published since 2001 and several months of downtime in 2015. A FISH, A BARREL, AND A SMOKING GUN 32
  12. 12. WEBMONKEY (1995) Webmonkey was a popular online tutorial website composed of various articles on building webpages from backend to frontend. The site covered many aspects of developing on the web like programming, database, multimedia, and setting up web storefronts. The content presented was much like Wired magazine but for learning to design web content. Webmonkey had content applicable to both advanced users and newer internet users interested in the underlying technologies of the web. A FISH, A BARREL, AND A SMOKING GUN 33
  13. 13. HOTBOT (1996) Hotbot was launched in May 1996 by Wired magazine. It became a popular tool with search results served by the Inktomi database and directory results provided originally by LookSmart and then DMOZ since mid-1999. Lycos acquired HotBot as part of its acquisition of Wired in 1998 and thereafter HotBot languished with limited development and falling market share. At the end of 2002 HotBot was relaunched as a multiple option search tool, giving users the option to search either the FAST, Google, Inktomi or Teo ma databases. THE BEGINNING 34
  14. 14. DISTRIBUTION PLATFORMS
  15. 15. HTTPS 8.18.17
  16. 16. AMAZON AFFILIATES 8.18.17
  17. 17. AMAZON AFFILIATE LINKS There are a million plugins that do this. Here is a simple one with some Stackoverflow regex that has made WIRED some 💵 C.R.E.A.M. 40
  18. 18. NEWSLETTERS
  19. 19. NEWSLETTERS MAKE MONEY
  20. 20. ADBLOCKERS
  21. 21. ADBLOCKERS 45 DESKTOP USERS USING ADBLOCK 26-39% ADBLOCKERS • Antiblock.org V2 & V3 • AntiAdblock (ClemensConrads) • AntiAdblock (ErikSwan) • AntiAdblock (D3xt3r) • RTK Anti Adblock • Anti Ad Buster • AADB Anti Ads Blocker • AdUnBlock Free & Premium • FuckAdBlock / BlockAdBlock (Sitexw) • ABT - Ad Block Test • Block Adblock (thepcspy.com) • Remove Adblock (removeadblock.com) • Adblock Detector • StopAdBlock (stopadblock.org) • No-Adblock (no-adblock.com) • AdBuddy • AdBlockConverter (adblockconverter.com) • HowToRemoveAdblock (howtoremoveadblock.com) • BlockAdblock (blockadblock.com) • TryMask (trymask.com)
  22. 22. AFTER THE VEIL ISN’T THAT A 2PAC ALBUM? 48 25% 15% SETTLEDINITIAL WHITELIST
  23. 23. APPLE NEWS
  24. 24. APPLE NEWS FILL RATE 51 0% 10.1% IAD BACKFILLHOUSE FILL RATE
  25. 25. advertisingSettings: { frequency: 10 }
  26. 26. NEWSLETTER SUBSCRIPTIONS A newsletter subscriber is 10x more likely to subscribe to the magazine. DRIVE USERS TO NEWSLETTERS 53
  27. 27. NEWSLETTERS MAKE MONEY
  28. 28. GOOGLE AMP
  29. 29. SUBSCRIPTION WIDGETS IN AMP NewYorker is leading the way here at Condé Nast, but other brands will be following. PROGRAM OBJECTIVE 56
  30. 30. 1 2 3 WIRED ON AMPCASE STUDY FROM GOOGLE https://www.ampproject.org/case-studies/wired/ PROGRAM OBJECTIVE 57 63% IN CTR ON ADS 175K ARTICLES25% INCREASE IN CTR
  31. 31. INCREASED AD VISIBILITY WIRED has increased local recirculation, and aims for engagement on related videos in AMP. Galleries will be better supported soon. Also newsletters. Because? MONEY MONEY MONEY 58
  32. 32. NEWSLETTERS MAKE MONEY
  33. 33. A CASE FOR BETTER GALLERIES IN AMP “Galleries are a template with high ad inventory impact on the mobile web and low inventory impact with the current AMP implementation options. We need a better UX for AMP galleries, something that can accommodate long captions, images with different aspect ratios, recirculation widgets, and, of course, ads. It also needs to feel cool and load fast,” said Baldwin.  MONEY MONEY MONEY 60
  34. 34. FACEBOOK INSTANT 02.22.17
  35. 35. CONDÉ NAST CASE STUDY INTERNAL
  36. 36. TESTING, PHASE ONE: WHAT CAN WE DO HERE? 63 • GQ, Vanity Fair and Wired posted 3-4 articles a day to Facebook Instant Articles for a period of close to a month (end of March through end of April) • Main findings:
 • Vanity Fair saw more mobile traffic coming to FBIA articles vs. regular articles, while GQ and Wired had lower traffic to those posts • Desktop traffic was lower when an article was posted via FBIA • The lower traffic, combined with a lower likelihood to recirculate, generated fewer page views overall • Ad impressions per page view were also lower due to FBIA rules and limitations
  37. 37. TESTING, PHASE TWO: LET’S TRY AGAIN 64 • Why: Our goal was to separate the impact of FBIA from the impact of the editorial selection of the 3-4 articles published to FBIA each day. Additionally, we wanted to explore how improvements by the tech team to ad delivery effect ad inventory. • What: The brands were to post 100% of FBIA eligible content (articles, above ~350 words) to Facebook Instant Articles • When: One full week • Vanity Fair and GQ: May 11-17 • Wired: May 16-22
  38. 38. 65 TESTING: THE SCORING MODEL LET’S PUT A RANK ON EVERYTHING Article FBIA/Mobile vs. Desktop Traffic Visits x Page views per visit (including recircula5on) Monetization First PV x FBIA/mobile ar5cle impressions per page x eCPM plus Subsequent PV x mobile site impressions per page x eCPM
  39. 39. TEST POSTING ON FBIA Number of articles posted: WE’LL DO IT LIVE 66 31% 69% 27% Percent of all posted content 89 42 74
  40. 40. IT WASN’T GREAT… 67 FBIA IMPACT ON TRAFFIC AND MONETIZATION Mobile Visits +25% -25% +109 % Desktop Visits -17% -60% -9% Mobile PV / Visit -24% +1% -36% Mobile Impressions/Visit +14% -21% +75% eCPM -16% -12% -33%
  41. 41. FBIA IMPACT ON REVENUE IT GETS BETTER? 68 14%-51%-11%
  42. 42. AD DENSITY ADS ALL THE TIME 69 <meta property="fb:use_automatic_ad_placement" content="enable=true ad_density=default"> <meta property="fb:use_automatic_ad_placement" content="enable=true ad_density=medium"> <meta property="fb:use_automatic_ad_placement" content="enable=true ad_density=low”>
  43. 43. ADS IN RECIRCULATION (BETA) TWEET @WHYISJAKE TO WIN FAVOR IN THE COMING YEAR 70 <!doctype html> <html lang="en" prefix="op: http://media.facebook.com/op#"> <head> <meta charset="utf-8"> <meta property="fb:op-recirculation-ads" content="placement_id=YOUR-ID"> <link rel="canonical" href="http://home.fburl.com/test.html"> <title>Jake's awesome article. @whyisjake on Twitter</title> </head> <body> ... </body> </html> You can also place ads within the recirculation units at the bottom of your Instant Article. You will need to be signed up with Audience Network to enable this ad placement.
  44. 44. JAKE SPURLO CK @whyisjake

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