Presentation I did at the Festival of Media LatAm 2012 in Miami. In the presentation I talk about the challenges faced by traditional media companies in their journey towards a digital future.

1. Perspectives from a Publisher
Digital Migration: the good, the
bad & the new
Manoel Lemos
General Digital Director
The Festival
mlemos@abril.com.br of Media
LatAm 2011
14.Oct.2011 @ Miami

2. The Good

3. The Good
Brazil and its Media are Booming

4. The Good
Brazil and its Media are Booming

5. The Good
Brazil and its Media are Booming

6. The Good s ti ll
Brazil and its Media are Booming

7. The Good s ti ll
Brazil and its Media are Booming
• demographic bonus // next 20 years
Before After
1990 2050
65+ yrs
88,4 million 138 million
60.3% 64.1%
15 - 64 yrs
0 - 15 yrs
2 1,5 1 0,5 0 0,5 1 1,5 2 2 1,5 1 0,5 0 0,5 1 1,5 2
Male Female Male Female

8. The Good s ti ll
Brazil and its Media are Booming
• advertising market & spending are growing
USA vs. Brazil 430
2002 = 100
349 343
294
197
235
140
102 111 111 116 119 114 101
100 100 108 99
2002 2003 2004 2005 2006 2007 2008 2009 2010
USA BRAZIL

9. The Good s ti ll
Brazil and its Media are Booming
• media is under expansion // titles & circulation
4,705
4,432
+29%
3,915
3,657 3,833
3,651
NUMBER OF MAGAZINE TITLES
HAS INCREASED
2005 2006 2007 2008 2009 2010
442
420
+14%
401 411
387 390
Magazine Circulation (In million copies)
2005 2006 2007 2008 2009 2010

10. The Good s ti ll
Brazil and its Media are Booming
• circulation is not subsidized // readers are paying
3.4 million 1.1 million
30$ / year 242$ / year
total access print edition

11. The Good
We are a digital nation!
• #4 computer market in the planet
• 74 MILLION internet users (40% penetration)
• 220 MILLION mobile phones (11M smartphones)
• 30 MILLION Facebook users
• 14 MILLION Twitter users

12. The Good mobile?
We are a digital nation!
• #4 computer market in the planet
• 74 MILLION internet users (40% penetration)
• 220 MILLION mobile phones (11M smartphones)
• 30 MILLION Facebook users
• 14 MILLION Twitter users

13. The Good mobile?
We are a digital nation!
• #4 computer market in the planet
• 74 MILLION internet users (40% penetration)
• 220 MILLION mobile phones (11M smartphones)
• 30 MILLION Facebook users
• 14 MILLION Twitter users
lots to improve!

14. The Good
Plenty of opportunity for publishers
and content creators!

15. The Good
Plenty of opportunity for publishers
and content creators!
• PUBLISHER

16. The Good
Plenty of opportunity for publishers
and content creators!
• PUBLISHER
• SEGMENTED publisher

17. The Good
Plenty of opportunity for publishers
and content creators!
• PUBLISHER
• SEGMENTED publisher
• MULTI-PLATFORM media company

18. The Good
Plenty of opportunity for publishers
and content creators!
• PUBLISHER
• SEGMENTED publisher
• MULTI-PLATFORM media company
• 360° media company

20. The Bad

21. The Bad

22. The Bad
only
168
hours per week

23. The New

24. The New
New currency for a new customer!

25. The New
New currency for a new customer!
• CONTENT is still king...

26. The New
New currency for a new customer!
• CONTENT is still king... ...but it’s NOT ENOUGH!

27. The New
New currency for a new customer!
• CONTENT is still king... ...but it’s NOT ENOUGH!
• BRANDS still rules...

28. The New
New currency for a new customer!
• CONTENT is still king... ...but it’s NOT ENOUGH!
• BRANDS still rules... ...but it’s NOT ENOUGH!

29. The New
New currency for a new customer!
• CONTENT is still king... ...but it’s NOT ENOUGH!
• BRANDS still rules... ...but it’s NOT ENOUGH!
• physical distribution & logistics...

30. The New
New currency for a new customer!
• CONTENT is still king... ...but it’s NOT ENOUGH!
• BRANDS still rules... ...but it’s NOT ENOUGH!
• physical distribution & logistics... ...dahh?

31. The New
New currency for a new customer!
• CONTENT is still king... ...but it’s NOT ENOUGH!
• BRANDS still rules... ...but it’s NOT ENOUGH!
• physical distribution & logistics... ...dahh?
• printing facilities...

32. The New
New currency for a new customer!
• CONTENT is still king... ...but it’s NOT ENOUGH!
• BRANDS still rules... ...but it’s NOT ENOUGH!
• physical distribution & logistics... ...dahh?
• printing facilities... ...humm?

33. The New
New currency for a new customer!
• CONTENT is still king... ...but it’s NOT ENOUGH!
• BRANDS still rules... ...but it’s NOT ENOUGH!
• physical distribution & logistics... ...dahh?
• printing facilities... ...humm?
User Experience
is Key!

34. The New
Are you already a tech company?

35. The New
Are you already a tech company?
• user EXPERIENCE is deeply tied to product DESIGN

36. The New
Are you already a tech company?
• user EXPERIENCE is deeply tied to product DESIGN
• DESIGN is not just how it looks, it’s HOW IT WORKS

37. The New
Are you already a tech company?
• user EXPERIENCE is deeply tied to product DESIGN
• DESIGN is not just how it looks, it’s HOW IT WORKS
• HOW IT WORKS depends heavily on TECHNOLOGY

38. The New
Are you already a tech company?
• user EXPERIENCE is deeply tied to product DESIGN
• DESIGN is not just how it looks, it’s HOW IT WORKS
• HOW IT WORKS depends heavily on TECHNOLOGY
• you must not OUTSOURCE your BRAINS

39. The New
Are you already a tech company?
• user EXPERIENCE is deeply tied to product DESIGN
• DESIGN is not just how it looks, it’s HOW IT WORKS
• HOW IT WORKS depends heavily on TECHNOLOGY
• you must not OUTSOURCE your BRAINS
Technology
is the Engine!

40. The New
Complexity will be your partner!

41. The New
Complexity will be your partner!
• try to KEEP THINGS as SIMPLE as they can be

42. The New
Complexity will be your partner!
• try to KEEP THINGS as SIMPLE as they can be
• you’ll find lots of HIDDEN COMPLEXITY on the way

43. The New
Complexity will be your partner!
• try to KEEP THINGS as SIMPLE as they can be
• you’ll find lots of HIDDEN COMPLEXITY on the way
• CHOOSE YOUR PLATFORMS carefully

44. The New
Complexity will be your partner!
• try to KEEP THINGS as SIMPLE as they can be
• you’ll find lots of HIDDEN COMPLEXITY on the way
• CHOOSE YOUR PLATFORMS carefully
• be ready to BE SURPRISED (very often)

45. The New
Complexity will be your partner!
• try to KEEP THINGS as SIMPLE as they can be
• you’ll find lots of HIDDEN COMPLEXITY on the way
• CHOOSE YOUR PLATFORMS carefully
• be ready to BE SURPRISED (very often)
Embrace
Complexity Now!

46. Complexity

47. iComplexity

48. iComplexity
A simple idea in April, 2010...

49. iComplexity
A simple idea in April, 2010...
• let’s put VEJA on the iPad!

50. iComplexity
A simple idea in April, 2010...
• let’s put VEJA on the iPad!
• what could possibly go wrong?

51. iComplexity
A simple idea in April, 2010...
• let’s put VEJA on the iPad!
• what could possibly go wrong?

52. iComplexity
A simple idea in April, 2010...
• let’s put VEJA on the iPad!
• what could possibly go wrong?
+

53. iComplexity
A simple idea in April, 2010...
• let’s put VEJA on the iPad!
• what could possibly go wrong?
+ =

54. iComplexity
Lots of complexity on the Way!

55. iComplexity
Lots of complexity on the Way!
• EXTRA WORK with 2 layouts (landscape & portrait)

56. iComplexity
Lots of complexity on the Way!
• EXTRA WORK with 2 layouts (landscape & portrait)
• EXTRA WORK with multimedia (video & audio)

57. iComplexity
Lots of complexity on the Way!
• EXTRA WORK with 2 layouts (landscape & portrait)
• EXTRA WORK with multimedia (video & audio)
• EXTRA WORK with programming (interactivity)

58. iComplexity
Lots of complexity on the Way!
• EXTRA WORK with 2 layouts (landscape & portrait)
• EXTRA WORK with multimedia (video & audio)
• EXTRA WORK with programming (interactivity)
• EVOLVING technology

59. iComplexity
Lots of complexity on the Way!
• EXTRA WORK with 2 layouts (landscape & portrait)
• EXTRA WORK with multimedia (video & audio)
• EXTRA WORK with programming (interactivity)
• EVOLVING technology
• APP STORE approval chess

60. iComplexity
Lots of complexity on the Way!
• EXTRA WORK with 2 layouts (landscape & portrait)
• EXTRA WORK with multimedia (video & audio)
• EXTRA WORK with programming (interactivity)
• EVOLVING technology
• APP STORE approval chess
• DOWNLOAD times & NETWORKING issues

61. iComplexity
Lots of complexity on the Way!
• EXTRA WORK with 2 layouts (landscape & portrait)
• EXTRA WORK with multimedia (video & audio)
• EXTRA WORK with programming (interactivity)
• EVOLVING technology
• APP STORE approval chess
• DOWNLOAD times & NETWORKING issues
And that was just
the OK chapter!

62. iComplexity
And then it got ugly...
1
title

63. iComplexity
And then it got ugly...
1 2
title orientations
× L P

64. iComplexity
And then it got ugly...
1 2 2
title orientations platforms
× L P ×

65. iComplexity
And then it got ugly...
1 2 2 5
title orientations platforms OS versions
× L P × ×

66. iComplexity
And then it got ugly...
1 2 2 5
title orientations platforms OS versions
L P
× + ×
2
×
form factors
4:3 16:9

67. iComplexity
And uglier...
All That

68. iComplexity
And uglier...
20
All That × titles

69. iComplexity
Realy ugly!
20
All That × titles

70. iComplexity
Realy ugly!
100s of apps
20
All That × titles = developed, tested,
approved, supported, etc
just in 2011!

71. The New
One key resource to handle all that

72. The New
One key resource to handle all that
TALENTED

73. The New
One key resource to handle all that
TALENTED
PASSIONATED

74. The New
One key resource to handle all that
TALENTED
PASSIONATED
EMPOWERED

75. The New
One key resource to handle all that
TALENTED
PASSIONATED
EMPOWERED
MOTIVATED

76. The New
One key resource to handle all that
TALENTED
PASSIONATED
EMPOWERED
MOTIVATED
People!

78. Lab

79. Lab
Abril

80. Lab
Abril
+
Agencies

81. Lab
Abril
+
Agencies
+
Advertisers

82. Lab
Abril Creatives
+ iOS Developers
Android Developers
Agencies HTML5 Developers
+ Devices
Advertisers Tools

83. iba

84. iba an agnostic platform to sell and distribute
digital content on any format and for any device

85. We’ll have
fun!

86. Thanks!
Manoel Lemos
General Digital Director
mlemos@abril.com.br