Mobile and social media are leading the digital revolution and publishers need to adapt to survive. In this presentation, presented for The Alliance of Area Business Publishers, you'll find mobile trends and learn about digital natives, connected consumers and multi-screen behavior. You'll be presented with a digital content strategy framework (Content T.E.P.P.) as well as case studies to illustrate the key points.

1. Mobile - a chance for a digital do-over
Claus Enevoldsen
Next Issue Media
@cenevoldsen
linkedin.com/in/clausenevoldsen

2. What’s the last thing
you touch before
going to bed?
• 91% U.S. residents have a mobile device within reach 24/7
• 79% of smartphone owners reach for it within 15 minutes of waking up
• 2/3 of U.S. mobile users have smartphones
• 1/3 of American homes have a tablet
2
http://monetate.com/infographic/responsive-design-the-next-great-hope-or-all-hype/
http://newsosaur.blogspot.com/2014/01/mobile-offers-local-media-digital-do.html
http://newsosaur.blogspot.com/2014/01/mobile-offers-local-media-digital-do.html

3. “If you make a bad decision now, you’re just lazy”
- Jay Baer
3

4. Remember the good old days?
Preferred news source
1991
2012
68%
55%
56%
33%
54%
33%
0%
30%
Under 45
17%
50%
4
Source: Pew, http://newsosaur.blogspot.com/2014/01/mobile-offers-local-media-digital-do.html

5. “The reality is that Ad Age is now a 24-hour
news service online, around the world, and
so we want to evolve the magazine with
content better suited for the print medium.”
Allison Arden, Ad Age Publisher
§ 13% ad page drop year-over-year
for B2B magazines
§ Absorbed BtoB Magazine last year
§ Print frequency reduced by 45%,
dropping to 25 issues per year
§ Will increase page count by 50%
§ Making editorial changes to reflect
an increasing digital industry
§ Upgrading Website
§ Introducing membership program
5
http://www.foliomag.com/2014/ad-age-cuts-frequency-almost-half#.UtLOlGRDv98

6. § 9.2% down in ad pages
§ Down from 42 to 29 issues
a year
§ Print revamped to include
The Cut, popular online
spinoff
§ No layoffs announced
§ Hiring 15 new people on the
digital side
§ Nymag.com grew traffic
19% in the last 8 months,
9M monthly uniques
6
http://blogs.hbr.org/2013/12/publishers-stop-crying-over-spilled-ink/

7. The dilemma of two audiences,
and why there’s no turning back
7

8. Digital Natives
Digital Immigrants
- Grown up in a digital age
- Remember the days when TV,
- True Connected Consumers;
- Learning quickly how to live in the
- Media consumption pattern:
- Learning by the Digital Natives
- Will continue to have an “accent”
- Motivation for being connected is
(Millenials, Gen X)
extremely connected
digital only
- Ccross over from screen to
screen seamlessly
- Share everything
- Not as concerned about privacy
- Audience of audiences
8
Radio and Print ruled the day
“digital country”
different than the Digital Natives

9. It won’t be easy getting the attention of
Connected Consumers
9

10. Social – what glues Connected Consumers together
10

11. Social IS mobile
Facebook accounts for more mobile minutes in the U.S. than “Youtube,
Pandora, Yahoo, Twitter, Pinterest, Tumblr, AOL, Snapchat and LinkedIn –
combined.”
– Sheryl Sandberg, Facebook COO, 10/30/13
11
http://techcrunch.com/2013/10/30/nearly-half-48-of-daily-users-of-facebook-are-now-mobile-only-says-ceo-zuckerberg/

12. Social is pervasive
Which demographic uses social media?
Used by online adults:
• Facebook: 67%
• LinkedIn: 20%
• Twitter: 16%
• Pinterest: 15%
• Instagram: 13%
• Tumblr: 6%
12
http://mashable.com/2013/04/12/social-media-demographic-breakdown/

13. Social media serves as
a pathway to news
Percent of U.S. adults who use each social
networking site & percent of U.S. adult who
get news from each social networking site
13
http://www.journalism.org/2013/11/14/news-use-across-social-media-platforms/

14. So what?
14

15. Mobile & Social is at the forefront of
the Digital Revolution
Media consumption behaviors have
changed
•
•
•
•
•
•
Digital metabolism is high
Mobile is the 1st screen
Multi-screen world
Social is mobile is social
Everything is shared
Get news from social/mobile
15
Digital Natives and Digital Immigrants
• Both are mobile
• Moving at different paces
• Different interests & motivations
Digital Immigrants are less
connected, less socially active
• Traditional media has a place

16. Strategy
Leadership
Content
T.E.P.P.
16

17. Leadership
17

18. Lead the charge
§ You’re a Digital Immigrant - learn the
language of the natives
§ Immerse yourself
§ Embrace change
18

19. Case Study:
Next Issue Media
19

20. 20

21. The Situation
Printed Magazines
?
21

22. Made for consumption
5:00pm
9:00am
Desktop
“Lean Back”
TV
Tablet
6:00am
22
Newspaper
Mobile
Tablet
10:00pm

23. The Bet
§ People love the magazine experience…
§ We can make that experience better on tablets…
§ Print readers will migrate to digital…
§ And we will grow a new audience…
§ In fact, we think they will read more…
§ And most importantly, we believe people are willing to pay for it…
23

24. Incumbents
Traditionally Suck At
Disruption
24

25. Disruptors
Physical Era
Digital Era Disruptors
Music Labels
Newspapers
§ Huffington Post
§ Craigslist
§ LinkedIn
§ Etc.
Blockbuster
§ Netflix
Magazines
25
§ Napster
§ Apple
§ Spotify
§ ??

26. Where’s the innovation?
Highest Value
Premium content
§ Go where the readers are, not the long tail
§ Our 70 titles = 80% of circulation
Flat rate
“All you can eat” pricing
§ High value, high discovery, high consumption proposition
A single, uniform
magazine application
§ Reverse paradigm of single title “gated community” apps
§ Unlocks search, sharing and personalization across titles
Available on demand
across all major tablets
§ IOS, Android/Kindle and Win8 (desktop and tablet)
§ U.S. & Canada
IS THAT ENOUGH?
26

27. Is Flipboard changing
consumer behaviors?
27

28. Product Innovation
Personalization
Social Sharing
Search
Advertising
28

29. Are you ready to
disrupt?
29

30. Content T.E.P.P.
Type
Pace
30
Environment
Packaging

31. Type
Your Differentiator = Local Business
Your current audience
Your new audience
The C-Suite, Digital Immigrants
Mid-level, Young Professionals,
Digital Natives
You’ve got it covered!
Different place in life-cycle
Interests:
• Career advice
• Leadership & Management
• Tech news
• Social media news
• Entrepreneurship
• Beyond local?
31

32. Environment
§ What situation is the user in
when accessing content?
§ Where are they located,
what are they trying to
achieve?
§ What platform are they on
(mobile, tablet, social)?
32
Pace
§ What should be the pace of digital
content versus print?

33. Packaging
§ Consider the environment and pace, how
should you package the content?
§ What media elements are needed to
make it compelling (copy, photo, video)?
§ What Digital Channels are needed to suit
the package?
- Web
- App
- Social
- Email
33

34. Case Study: Forbes
Type
34
Environ
ment
Pace
Packaging

35. Digital Content model: More, More, More
§ Topic experts build their own
individual publishing brand
§ 1,200 expert contributors live side-
by-side with full-time staff reporters
§ Contributors can be part of an
incentive plan tied to the size of
their loyal audience
35
http://www.forbes.com/sites/lewisdvorkin/2014/01/10/inside-forbes-werediving-into-the-era-of-news-streams-with-breakthrough-mobile-products/

36. BrandVoice – branded content
§ Marketers can publish content on Forbes.com through BrandVoice
§ Their posts are transparently labeled across print and digital
36

37. Mobile first design
§ Mobile first design:
- The Era of News
Streams
§ 30% of total audience
is from mobile
§ Tablet and smartphone
traffic expected to hit
50% by end of 2014
37

38. Mobile: Rivers & Swipes, commenting, sharing
38

39. “Stream”
§ Creating it’s own mini social network” of
readers
§ Allowing readers to save, share and
discover visual content
§ Users can share to the public-facing
Forbes “Stream” or to their own personal
stream.
§ Allows readers to continue to share to
other social media platforms (Facebook,
Twitter, LinkedIn, Pinterest, Tumblr,
Evernote, Email)
§ Helps readers discover new content
39

40. Summary
Type
•
•
Environment
Creating a premium
community through
quality and unique
business content
Targeting connected
people in a multiscreen environment
•
More, more, more
•
•
Easy to share and
comment
•
Easy to browse;
instant experience
Content from:
• Staff
• Bloggers
• Brands
• Users
(“Stream”)
•
Content is not
compromised
•
40
Packaging
24/7
•
Targeting affluent
business market
•
Pace
Optimized for both
short and long
breaks
•
Web/Mobile:
• Designed for
each screen
• Packed with
slide shows and
video
• Rivers & Swipes
•
Lean-back:
• Magazine app
with more
interactivity,
social “stream”
• Print with deep
analysis

41. It’s working for Forbes
§ 55% of ad revenue is
digital
41
http://www.forbes.com/sites/lewisdvorkin/2013/12/16/inside-forbes-how-we-played-moneyball-in-2013-10-line-drives-and-10-we-fouled-off/

42. Case Study: Yahoo
News Digest
Type
42
Environ
ment
Pace
Packaging

43. “A definitive summary of all the important, need-toknow news.”
§ Mimics newspapers with a
curated, finite experience
§ Morning & Evening Editions
§ Each summary is presented
with key information
§ Visually stunning and easy to
use
43

44. “Atoms”
“Atoms” based on algorithms and hand curation
44

45. Gamified
Tracks stories read
45
Rewards completion
Countdown

46. Rivers and Swipes
Wait, there’s more
46
Swipe from story to story

47. Summary
Type
•
Targeting Connected
Consumers with
short attention spans
Environment
•
•
Summary of all the
important need-toknow stories with indepth “Atoms”
Easy to share and
comment
Easy to browse,
instant experience
•
Content is not
compromised
•
47
•
Optimized for both
short and long
breaks
•
Celebrates scarcity
•
•
Content created for
mobile only
Pace
Twice a day
•
Content from
multiple sources –
still plenty of
content
Packaging
•
iOS App:
• Visually stunning
• Rivers & Swipes
• Packed with
photos,
infographics,
videos, etc.

48. Packaging:
A deeper look
Responsive
Web
Social
48
Responsive
Email

49. Responsive Web
49

50. What screens are used to consume news?
12.8%
8.5%
10.0%
5.2%
6.9%
5.0%
6.9%
3.8%
6.5%
5.3%
3.5%
50
http://www.parsely.com/authority/2013/12/

51. The Q – Responsive design in action
§ “Helps fans keep up with the big stories they care about, in the quick twitch
way they want to do it.”
§ Designed specifically for on-the-go consumption
§ Rivers and swipes
Laptop
51
Tablet
Smartphone

52. Responsive Email
52

53. 48% of emails are opened on mobile
53
https://litmus.com/blog/48-of-emails-are-opened-on-mobile-gmail-opens-down-20-since-tabs

54. They’re unhappy with your emails
54
http://www.slideshare.net/ExactTarget/the-mobile-inbox-101-content-strategy-and-user-experience

55. Mobile magnifies content
55

56. Social
56

57. What’s your social media strategy?
§ How often are you posting?
§ Does it create engagement?
§ Do you have a plan to grow your social
audience?
1/14 – 1/21
Crains NY
Silicon Valley
Indianapolis
Ad Age
FB posts
12
55
0
44
LinkedIn
posts
Biz page: 0
14
0
1
+100
17
+100
Tweets
57
(Group for
member posts)
75

58. SF Chronicle: A digital and social boot camp
All reporters will undergo two
months of rigorous training
Goals:
§ Focus on retraining, not
threatening
§ Remove reporters from a
traditional newsroom
§ Get them to think digital first
§ Give them new digital metrics such
as engagement time
§ Real-time monitoring of clicks from
social media and
58

59. The Biz Publisher’s
Playbook
59

60. 1. Become a digital leader
2. Develop a two-pronged digital content strategy
for Digital Immigrants and Digital Natives
3. Create a digital, multi-screen content
organization with mobile first
4. Embed social in the fabric of your organization
5. Redesign your Website and Emails to be
responsive
60

61. Remember, money
follows eyeballs
61

62. Thank you