Research study and survey about the challenges, benefits and trends in multi-channel publishing.

1. Trends in Multi-channel Publishing Survey 2013
and

2. Survey goals
Enjoy the results!
There doesn’t seem to be one article about magazine
publishing these days that doesn’t stress the need for
publishers to change and adapt to the growing demands of
the multi-platform consumer.
What does this mean in practice, really?
Do publishers feel they are able to keep up and if not,
what is stopping them?
What kinds of publishing systems and technology
enablers are publishers using to help them and why?

3. About the survey
The survey was sent by email to members of the
Swedish Magazine Publishers Association.
The questionnaire was developed in co-operation with
Advicia, a consulting company specialising in online
research.
All in all we received 45 answers from highly qualified
respondents.
Link to the survey:
https://web.questback.com/QB2/Quests/QuestDesigner/
PreviewPage.aspx?QuestID=4448143&sid=YKZwoF3fwt

4. Highlights from the survey
On average organisations publish their content in 3.7 channels
Companies believe they are managing production time quite well, but they
could collaborate much more across functions
The biggest concerns respondents have is that they cannot collaboration
across functions and systems are not integrated
The two most important benefits of multi-channel publishing systems are
increased collaboration and better reuse of content
Only 3 of 10 plan to switch out or invest in new multi-channel systems within
the next 5 years
1 out of 2 respondents says their organisations does not have formally
defined processes to integrate publishing across print and digital channels
1 out of 3 organisations could collaborate much better
2 out of 3 organisations does not have a tight integration of digital and print
technologies

5. 1 out of 2 responses are from managing editors and
the annual budget is 2 MSEK or more
51
38
7
2
2
0 10 20 30 40 50 60
Managing Editor/editor in chief
Publisher/ Publishing Director
Editorial Director/Editor
Managing Director/executive
director/executive in chief
Other
What is your title?
All numbers in %, number of
respondents is 45
36
27
11
22
0
25
50
Under 2 MSEK 2-5 MSEK 6-10 MSEK More than 10
MSEK
What is your organisation’s annual
budget for publishing-related
products & services?

6. 56% has five or more people working with editorial
and layout, and most companies publish 1 title
44 %
27 %
11 %
9 %
9 %
How many people are working
with editorial and layout in your
company?
Under 4
4-9
10-19
20-49
50 or more
64 %
16 %
0 %
7 %
13 %
How many titles does your
company publish?
1
2-3
4-5
6-9
10 or more
All numbers in %, number of
respondents is 45

7. On average an organisation publishes its content
in 3.7 medias
All numbers in %, number of
respondents is 45
100
89
60
51
38 36
4
0
25
50
75
100
Print Website (browser-
based)
Social media Email newsletter Mobile App/tablet (native-
based)
Other
Through which media does your organisation publish its content? (multiple
answers possible)

8. Companies are currently managing production
time quite well, but could collaborate much more
4,3
4,2
3,9
3,7
3,6
3,3
3,1
We are managing our production time very well in
our organisation
Our organisation is able to keep up with consumers
demand for new channels
Our organisation has one central place for storing
content
Our organisation have formally defined processes
to integrate publishing across print and digital
Our organisation is spending too much time
duplicating tasks across platforms*
Digital and print technologies are tightly integrated
in our organisation
Our organisation can collaborate much more
across functions*
Mean value on a scale from 1 to 6 where 1 is totally disagree and 6 is totally agree
* Score reversed
Disagree Agree
There is a demand
for solutions that can
enable cross-
functional work. In
addition, there is
currently a lack of
integrated solutions

9. 1 out of 3 could collaborate much better
Answered 4,5,6 on a scale from 1 to 6 where 1 is totally disagree
and 6 is totally agree
33%
0%
10%
20%
30%
40%
50%
60%
70%
Our organisation can collaborate much more across
functions

10. 2 out of 3 do not have a tight integration of digital
and print technologies
Answered 1,2,3 on a scale from 1 to 6 where 1 is totally disagree
and 6 is totally agree
66%
0%
10%
20%
30%
40%
50%
60%
70%
Digital and print technologies are tightly integrated in our
organisation

11. 1 out of 2 do not have defined processes to
integrate publishing across print and digital
Answered 1,2,3 on a scale from 1 to 6 where 1 is totally disagree
and 6 is totally agree
49%
0%
10%
20%
30%
40%
50%
60%
Our organisation have formally defined processes to
integrate publishing across print and digital

12. The biggest concern with current tools is no
collaboration across functions and no integration
20
18
11
11
11
7
44
9
0 25 50
Not supporting collaboration across functions
Not integrated with other systems
Technically unstable
Too difficult to use/too complicated
Too expensive
Too few features
None
Other
What are your top two concerns with the tools you're currently
using?
It is interesting to see
that 44% do not
have any concerns in
regards to their
current system
All numbers in %, number of
respondents is 45

13. Main benefits of multi-channel publishing is
increased collaboration and better reuse of content
44
42
29
27
27
20
11
4
0 25 50
Increase collaboration across functions
Better reuse of content
Better control of resources
Better brand consistency
Better use of templates
More automatic processes
One system
Other
In your opinion, what are the main benefits of multi-channel publishing?
(Tick off maximum 3)
All numbers in %, number of
respondents is 45

14. Only 3 out of 10 plan to switch out or invest in new
multi-channel publishing system within the next 5
years
67
9
13
7
0
25
50
75
100
Don't know In 2013 1-2 years 3-5 years
Does your organisation plan to
switch out or invest in new multi-
channel publishing systems?
42
29
24
0
25
50
75
100
Don't know Inhouse External
(SaaS/Cloud)
Would you prefer to manage your
own publishing system or outsource
it?
All numbers in %, number of
respondents is 45

15. Reflections
We are clearly in a multi-channel age, but only 36% of organisations are
publishing to tablets – with tablets expected to surpass desktop/notebook
sales by 2014* there is high growth expected for multi-channel publishing
The biggest concerns respondents have with their current systems are that
there is no collaboration across functions and no integration of systems
designers and journalists/writers are often separated by different tools –
technology can bridge the gap between publishing teams
bringing together teams will increase collaboration, creativity and team
productivity
The two most important benefits of multi-channel publishing systems are
increased collaboration across functions and better reuse of content
67% of organisations have not decided whether or not to purchase a multi-
channel publishing system during the next 5 years – exploring the potential
benefits of these systems can provide organisations with valuable insight
and the knowledge necessary to make informed decisions
* IDC, Worldwide Smart Connected Device Market Crossed 1 Billion
Shipments in 2012, Apple Pulls Near Samsung in Fourth Quarter, March
26, 2013

16. Contact
Interested in learning more about multi-channel
publishing?
Email
cynthia.kristensen@pageplannersolutions.com
Visit
www.pageplannersolutions.com