Publishing Expo 2008 Presentation

Vocento Online: From Player To Market Leader Moscow, July 03 Publishing Expo 2008 [email_address] fernandosamaniego.com International New Media Consulting S.L.

Spain and Russia ,[object Object],[object Object],[object Object],[object Object],[object Object],SPAIN ,[object Object],[object Object],[object Object],[object Object],[object Object],RUSSIA Surface Population Gross domestic product Per capita income Internet users ‘07

Situation in 2000 2000 ,[object Object],[object Object],[object Object],[object Object],Local TV Radio Free Press Internet

Threats To Local Press Readership declines Classifieds going online Smaller advertisers?

Adaptation Of Commercial Organization ,[object Object],POSITIVE : Vocento had access to new advertisers Reps were not getting expected results Creation of regional commercial offices (CMs) Recycling of reps New reps hired

[object Object],Papers performance follows the general PRODUCT CURVE Newspaper as Consumer Product Sales Volume Time Development Introduction Growth Maturity Decline

Audience Evolution… ,[object Object],[object Object],Newspaper reader leaves for ,[object Object],[object Object],Solution A Solution B Solution C … etc Solution D

Audience Solutions AUDIENCE EVOLUTION AUDIENCE SOLUTION ,[object Object],[object Object],[object Object],[object Object],PROBLEMS OPPORTUNITIES … etc Newspaper consumer leaves for Solution A ,[object Object],Solut. D ,[object Object],Existing consumer New Consumer ,[object Object],Solut. B ,[object Object],Solut. C

Competitive landscape in 2004: Big National Portals Large horizontal portals (generalist) OUR COMPETITORS One classifieds leader All large/strong projects were NATIONAL

All large/strong projects were NATIONAL Competitive landscape in 2004 (cont.): Big National Portals Large Horizontal Portals (generalist) OUR COMPETITORS OUR STRATEGY Clear Classifieds Leader Local Portals Network Vertical Portals ,[object Object],[object Object],[object Object],From LOCAL projects to NATIONAL brands

2004 : Strategic Vision FUNCTION CPM QUALITY AUDIENCE Traffic Generators Directioning of Segmented Traffic Directioning towards Transaction ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Specialized Sites Classifieds E-COMMERCE - +

Breaking News (loc. nat. internat.), TV Site(s), Vertical Contents, Soft + Hard Data Projects Technological Platforms Required Search E-commerce Mobile AdServer Editorial (CMS) Social Networks TV Platform B2C and C2C video Agenda Events, leisure

First Dailies Online ,[object Object],[object Object],[object Object],[object Object],[object Object]

New Local Portals... ,[object Object],[object Object],[object Object],[object Object],[object Object]

New Local Portal ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

LOCAL NEWS JOBS CARS HOUSES WEATHER RESTAURANTS COMMUNITY GUIDES YELLOW PAGES EVENTS POLITICS GOSSIP CAR TRAFFIC…….. SELF MANAGED ONLINE COMMUNITIES ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Thematic Portals ,[object Object]

[object Object],[object Object],TOP TEN players: In Spain get 84% of advertising revenue ,[object Object],[object Object],Thematic Portals: Power Ratio

Classifieds ,[object Object],CLASSIFIEDS Specialized Traffic Segmented Ads Transactions ,[object Object],[object Object],[object Object],[object Object]

Increasing Profitability of Offline Classifieds + DAILY GENERALIST CLASSIFIEDS PORTAL THE GENERALIST PORTAL HELPS PAPERS AND VERTICAL CLASSIFIEDS SITES (CARS, EMPLOYMENT, HOUSING)

Unique Users Growth, Nov. 04 - Dec. 07 342% Fuente Nielsen / NetRatings Netview Enlargement of sampling 152% EL MUNDO PRISA MARKET VOCENTO 461% 749% VOCENTO

Revenues & Ebitda REVENUES (MM €) EBITDA (MM €) Source: Deloitte

National Advertising ,[object Object],[object Object],National Advertising AGENCE ,[object Object],[object Object]

Creation of a High Performance Team ,[object Object],[object Object],[object Object],[object Object],How was Vocento able to grow so much on the internet?

High Performance Team ,[object Object],[object Object],[object Object],[object Object],[object Object],Example in cinema:

Things Vocento did Well ,[object Object],[object Object],[object Object],[object Object],Things Well Done

Things We Would Do Differently ,[object Object],[object Object],[object Object],[object Object],Things Learned

Except for marketing, many cross media synergies are an illusion. Start-ups should not bother with them unless they consider them convenient. On Synergie s

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Publishing Expo 2008 Presentation

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