Slides from Jonny's presentation to VDZ April 2015

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A few bits and bobs from UK publishing
(and what’s going on over there)

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1. Publishing models are changing
(are editions a thing of the past?)

5. Edition-based Continuous

6. And publishers are opting for differing models, based
on a few key criteria...

7. How often do I want to engage readers and for how long?
keep bringing
them back
keep them reading
for longer

8. What’s the nature of my content?
Short burst,
high frequency
Features with
longer shelf life

9. How do I intend to make money?
Subscriptions Single editions

10. What does my audience look like?
Traditional Radical

11. And what are my advertisers looking for?
MPUs and algorithmic
interstitials
Editorially placed
interstitials

12. The next trend is mixing up the two models (something
we’ve done in a basic manner for a while)

13. 2. Mobile phones becoming ever more important

14. Mobile
phones
Tablets
Traditional
PCs
0
2013 2014 2015
2,800,000
2,100,000
1,400,000
700,000
Source: Gartner, October 2014
Global shipments of connected devices (1000’s units)
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15. And so therefore is responsive design...

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18. 3. Advertising models continue to diverge from print

19. 4. Digital marketing is becoming more sophisticated

20. Increased focus on digital marketing: Try, Test, Fail, Try again
Intelligent use of push notifications
iOS8 Today widget and deep linking
Content marketing through social media
Proper investment in marketing activities

21. 5. A level of scepticism is creeping in about apps
@jonnykaldor - pugpig.com - kaldorgroup.com

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Mobile Web Apps

23. In 2010, apps seemed to have such a bright future...
@jonnykaldor - pugpig.com - kaldorgroup.com

24. But are publishers now questioning their value?
@jonnykaldor - pugpig.com - kaldorgroup.com

25. It all really depends on what you’re after...
@jonnykaldor - pugpig.com - kaldorgroup.com

26. What sort of audience am I looking for?
Smaller but more loyal
and valuable audience
Massive transient
audience

27. Where is my audience coming from?
Building a new
customer base
Large existing
subscriber base

28. How am I going to take payment?
I need an easy way
to take cash
I already have
a paywall

29. Does my audience need to access content offline?
I’ll need my content
when I’m on Dartmoor
Online only is fine

30. Is my content edition-based or continuous?
Give me my cover
to cover read
Keep it flowing baby

31. How do my readers want to consume content?
Curated journey
through less content
(relax)
More content,
search-based or
dipping in and out
(research)

32. How will I keep them coming back?
I want push, background
download, today widget,
home screen, badges
Direct mails are good

33. Do I need to tap into the features of the device?
Yeah I want location,
calendar, contacts,
camera, audio player and
the rest
No thanks - let’s
stick to the content

34. What skills do I have in house?
I have loads of app
developers (yeah right)
or I have access to an
app framework
I have loads of great
HTML developers

35. What do I want to sell to my advertisers?
Interstitial ads
under a new deal
Well understood web-
based CPM model

36. So it does look like apps still have a real future
@jonnykaldor - pugpig.com - kaldorgroup.com

37. But publishers are realising that they have to move
beyond simple replicas to succeed
@jonnykaldor - pugpig.com - kaldorgroup.com

38. 6. Publishers continue to move to structured content
(and the demise of the PDF replica for all but long tail)
@jonnykaldor - pugpig.com - kaldorgroup.com

39. 7. The cost of creating native apps has been slashed
@jonnykaldor - pugpig.com - kaldorgroup.com

40. Questions?
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