Presented by Andrew Duck - Audience Media (Vietnam) This slideshow is from a presentation at the M2 Marketing & Media events in Ho Chi Minh City, Vietnam organized by ITV-Asia.com and VietnamBusiness.TV To see videos from the events, interviews with speakers and to get information on upcoming M2 - Marketing & Media Network events please visit VietnamBusiness.TV

1. PUBLISHING IN THE DIGITAL
AGE
FROM PRINT TO MULTIMEDIA PROFITABILITY
ANDREW DUCK
AUDIENCE MEDIA
VISIT VIETNAMBUSINESS.TV
FOR BUSINESS VIDEOS, NEWS & RESEARCH

2. THIS SLIDESHOW IS FROM A PRESENTATION AT THE M2 MARKETING & MEDIA EVENTS
IN HO CHI MINH CITY, VIETNAM ORGANIZED BY ITV-ASIA.COM AND VIETNAMBUSINESS.TV
TO SEE VIDEOS FROM THE EVENTS, INTERVIEWS WITH SPEAKERS AND
TO GET INFORMATION ON UPCOMING M2 - MARKETING & MEDIA NETWORK EVENTS
PLEASE VISIT VIETNAMBUSINESS.TV

3. AUDIENCE MEDIA
3.5 YEARS OLD
BARCELONA AND HO CHI MINH CITY
50 STAFF, NOW 150+
MERGED WITH ZINIO, THE LEADING GLOBAL NEWSSTAND SERVICE IN
2014.
SERVICING THOUSANDS OF PUBLICATIONS ACROSS 70 MARKETS, END
USERS IN 205.
35,000 USERS A MINUTE.
VISIT VIETNAMBUSINESS.TV
FOR BUSINESS VIDEOS, NEWS & RESEARCH

4. THE CHALLENGE
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FOR BUSINESS VIDEOS, NEWS & RESEARCH

5. DIGITAL LANDSCAPE
PRINT PUBLICATIONS ARE STILL GROWING IN THE ASIA
AD SPEND IS BEING DISTRIBUTED AWAY FROM PRINT TOWARD DIGITAL
PUBLISHERS ARE WORRIED ABOUT CANNIBALISING EXISTING PRINT
SALES
POOR DIGITAL CONVERSION IN THE PAST MAY DEPRESS FUTURE
EFFORTS
CHANGING CONTENT CONSUMPTION HABITS
VISIT VIETNAMBUSINESS.TV
FOR BUSINESS VIDEOS, NEWS & RESEARCH

6. VISIT VIETNAMBUSINESS.TV
FOR BUSINESS VIDEOS, NEWS & RESEARCH

7. VISIT VIETNAMBUSINESS.TV
FOR BUSINESS VIDEOS, NEWS & RESEARCH

8. THE TEAM
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9. TEAM
INTERNS ARE NOT DIGITAL STRATEGISTS..
STRATEGY HEAD - SOMEONE TO COORDINATE
EVERYONE MUST BE INVOLVED IN DIGITAL… (WHY IS IT ANY DIFFERENT
TO PRINT?)
EDITORIAL, BUSINESS, AD SALES, DESIGNERS, EVERYONE...
VISIT VIETNAMBUSINESS.TV
FOR BUSINESS VIDEOS, NEWS & RESEARCH

10. THINK DIGITAL FROM THE START
RIGHT AT THE BEGINNING, THE FEATURES LIST OR BEFORE
WHEN YOU COMMISSION STORIES YOU SHOULD BE THINKING ABOUT
HOW THESE CAN BE USED ACROSS MULTIPLE CHANNELS
THE PRODUCTION PROCESS
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11. THE STRATEGY
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FOR BUSINESS VIDEOS, NEWS & RESEARCH

12. QUESTIONS TO ASK
WHAT ARE THE TOP 3 REASONS SOMEONE WOULD READ MY
MAGAZINE?
WHAT UNIQUE BENEFITS OF THE WEB/DIGITAL CAN I USE TO TAILOR MY
OFFERING?
WHY WOULD MY USERS WANT A TABLET/MOBILE APP?
WHAT CONTENT WOULD MY READERS WANT TO RECEIVE IN A MOBILE
FORMAT?
ARE THERE PIECES OF CONTENT I CAN REUSE ONLINE IN A MORE
SEARCHABLE/USABLE FORMAT?
VISIT VIETNAMBUSINESS.TV
FOR BUSINESS VIDEOS, NEWS & RESEARCH

13. WEB
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14. IF THE WEB IS JUST A COPY OF PRINT ARTICLES, WHAT ARE YOU
ASKING YOUR USERS TO DO?
HOW CAN YOU CREATE A COMPELLING EXPERIENCE?
VIDEO/AUDIO? (COVER SHOOTS)
USER GENERATED CONTENT? BLOGGING? INTERVIEWS?
SURFACING CONTENT IN NEW WAYS (THINK B2B DIRECTORIES, BUT
FOR OTHER THINGS)
CONTENT STRATEGY
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FOR BUSINESS VIDEOS, NEWS & RESEARCH

15. RESPONSIVE
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FOR BUSINESS VIDEOS, NEWS & RESEARCH

16. VISIT VIETNAMBUSINESS.TV
FOR BUSINESS VIDEOS, NEWS & RESEARCH

17. TABLET AND MOBILE
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FOR BUSINESS VIDEOS, NEWS & RESEARCH

18. FRAGMENTATION, WHICH OPERATING SYSTEM
WHERE IS THE MONEY
PDF VS NATIVE VS HYBRID
PRODUCTION COSTS
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FOR BUSINESS VIDEOS, NEWS & RESEARCH

19. VISIT VIETNAMBUSINESS.TV
FOR BUSINESS VIDEOS, NEWS & RESEARCH

20. VISIT VIETNAMBUSINESS.TV
FOR BUSINESS VIDEOS, NEWS & RESEARCH

21. VISIT VIETNAMBUSINESS.TV
FOR BUSINESS VIDEOS, NEWS & RESEARCH

22. EXECUTION
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FOR BUSINESS VIDEOS, NEWS & RESEARCH

23. TECHNICAL PLATFORMS ARE NOT A PANACEA
AVOID TRYING TO COMPETE ON A TECHNICAL BASIS
HAVING A GOOD TECHNICAL PLATFORM WILL NOT
HELP SELL ADVERTISING
WILL NOT HELP YOUR USERS READ ARTICLES
BUT HAVING THE RIGHT TECH PLATFORM WILL ALLOW YOU TO
CHARGE FOR SUBSCRIPTIONS
DELIVER RESPONSIVE ADVERTISING
PROVIDE EFFICIENCY THROUGH SINGLE ORIGIN PUBLISHING
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FOR BUSINESS VIDEOS, NEWS & RESEARCH

24. ENGAGEMENT
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FOR BUSINESS VIDEOS, NEWS & RESEARCH

25. ENGAGING USERS
TALK TO THEM
ASK THEM QUESTIONS
POLL THEM
INVOLVE THEM IN DEFINING, REDEFINING AND REDEFINING AGAIN YOUR
CONTENT STRATEGY.
WATCH THE TRENDS, WATCH YOUR OWN DATA EVEN CLOSER
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FOR BUSINESS VIDEOS, NEWS & RESEARCH

26. PARTING THOUGHTS
CROSS-CHANNEL ENGAGEMENT
PLATFORM LOCK-IN
SET GOALS, EXECUTE, RINSE, REPEAT.
THE EXPERIENCE HAS TO DELIVER ON THE PROMISE
THERE IS PLENTIFUL OPPORTUNITY, AND IT IS STILL GROWING
VISIT VIETNAMBUSINESS.TV
FOR BUSINESS VIDEOS, NEWS & RESEARCH

27. THIS SLIDESHOW IS FROM A PRESENTATION AT THE M2 MARKETING & MEDIA EVENTS
IN HO CHI MINH CITY, VIETNAM ORGANIZED BY ITV-ASIA.COM AND VIETNAMBUSINESS.TV
TO SEE VIDEOS FROM THE EVENTS, INTERVIEWS WITH SPEAKERS AND
TO GET INFORMATION ON UPCOMING M2 - MARKETING & MEDIA NETWORK EVENTS
PLEASE VISIT VIETNAMBUSINESS.TV

28. THANK YOU
ANDREW DUCK
AUDIENCE MEDIA
VISIT VIETNAMBUSINESS.TV
FOR BUSINESS VIDEOS, NEWS & RESEARCH