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Mike Haney · New York · March 19, 2015 · Mobile Innovation
Put your Content Where your Audience is:
On Mobile

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Hi, we’re Mag+

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magplus.com
What’s Mag+?
An end-to-end solution
for creating and distributing
content for touchscreen
mobile devices.
It’s your mobile content hub.

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magplus.com
How does it work?
magplus.com
1. Create and curate your content.
Sources:
•InDesign
•Web
•RSS
•Newsfeed
•CMS/DAM

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magplus.com
How does it work?
magplus.com
2. Use our Web-based admin portal
• Upload content
• Build apps
• Send
notifications
• Set entitlements

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magplus.com
How does it work?
magplus.com
3. Distribute to a white-label or custom mobile app

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magplus.com
What do you do with it?
magplus.com
• Magazines—consumer, trade, custom
• Annual and financial reports
• Catalogs and e-commerce
• Sales enablement
• Internal communications
• Manuals
• Branded content
• Entertainment (music and video)
• Museums, education, sports …

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magplus.com
History
• Founded in 2009
• Launched with the iPad in 2010
• Now 4,400+ public and private
apps created across 1,900 brands
• 23 million app installs
• 60 employees in NYC, Stockholm

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magplus.com
Supports all mobile devices
• Build apps for iPad, iPhone,
Android tablet and phone,
as well as Kindle Fire
• Distribute apps in public
marketplaces or privately
• Create free or paid apps,
newsstand or standalone

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magplus.com
Multiple sources
• Design your own content using
InDesign (CS4-CC)
• Use our Studios service
• Deliver content through
embedded HTML, send in-app
messages, live news and push
notifications

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magplus.com
Personalized content
• Add sign-in capabilities to
gate content
• Segment content based on
behavior
• Make the app increasingly
personal

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magplus.com
Analytics and marketing
• Built-in analytics to measure
audience behavior and usage
• Marketing tools to reach new
audiences
• Drive downloads, increase
conversions, measure ROI

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Pricing
Occasionally
Per Issue
• One app
• One device
• Pay per issue
$999/issue
Frequently
Monthly
• One app
• One device
• Unlimited issues
$499/month
All features included at all levels. No mandatory download fees, ever
How often do you want to publish issues?

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• Build a custom Mag+ app!
• Includes two components: the MIB
reader and the Connection to the Mag+
backend
• Allows you to use the Mag+ design
tools and backend, while creating a
custom end user experience
• Customize the navigation, features,
functions, menu, etc.
• Or build the Mag+ functionality into
another app—add a content tab to
games, utilities, larger apps
Mag+ app SDK
$3,499/month

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So what?

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magplus.com
Mobile is the first fundamentally new content
distribution channel since desktop (web) 20
years ago.
The new universe

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magplus.com
The reach, immediacy and intimacy of the
mobile channel is disrupting publishing.
The new universe

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magplus.com
The new universe
Does your brand tweet?
Have a Facebook page?
A Pinterest page?
A blog?
YES!
Congratulations,
you’re a publisher!
No! We don’t like
loyal consumers.
Good luck with that.

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magplus.com
Every brand is now a publisher.
• Gatekeepers aren’t dead, but they’re not required.
• Twenty years ago, how many brands thought about content?
The new universe

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magplus.com
Every brand is now a publisher.
• Gatekeepers aren’t dead, but they’re not required.
• Twenty years ago, how many brands thought about content?
The new universe

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magplus.com
The new universe

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magplus.com
Brands as publishers

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magplus.com
Publishing workflow is no longer linear.
There are new (and many more) inputs and outputs.
And there are new monetization ecosystems
The new universe
Writer / Editor Media Audience
Audience
Media
Brand
Social

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magplus.com
Publishing is now more multi-channel:
content consumers expect content in a
variety of forms, from a variety of curators
and at a variety of frequencies
The new universe

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magplus.com
The good news:
In a world of unlimited information, curation matters.
So do experts.
Brands are experts.
The new universe

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magplus.com
Church
Content matters
State

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magplus.com
Editorial
Content matters
Ads

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magplus.com
Good
content
Content matters
Shitty
content

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Mobile is where people live
magplus.com
91% of adults have their mobile phone within
arms’ reach 24/7. (Nielsen)
57% of people say that the tablet is their favorite
place to consume content. (Mequoda Tablet Study)
Adults spend more time on mobile media than they do on
newspapers and magazines combined. (Nielsen)

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Apps are what they use
magplus.com
Customers are downloading more than 800 apps
per second at a rate of over two billion apps per
month in the App Store. (Apple)
As of February 2013, there are 224 million app
users in the U.S. compared to 221 million laptop
and desktop users. (Flurry)
In 2013 Flurry counted 1.126 trillion app
sessions.

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Apps are the language
magplus.com
• 80% of a mobile users time is spent in Apps rather than mobile
web.
Flurry Analytics: April 2013

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Apps are the language
magplus.com
App sessions on the tablet are four times
longer than web sessions (24 minutes versus 6),
and phone sessions three times as long. (Adobe)

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magplus.com
What should you do?
AppsYour Brand

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magplus.com
What should you do?
AppsYour Brand
Your App

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Some examples

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magplus.com
Sales apps
EMC Interactive
• Tablet app for sales professionals and partners
• Demonstrates the value of EMC’s business
solutions and technologies to EMC customers
• Internally distributed through private app store
and through public Apple App Store
• Full user analytics gives sales manager insights
into reps use of app

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magplus.com
Report apps
United Nations
Annual Report

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magplus.com
Product apps
Maserati
Product
Catalog

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magplus.com
Product apps
VIC FIRTH
Vic Firth
Product
Catalog
• Includes sample
drumming patterns and
lessons

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magplus.com
Product apps
Volvo Trucks
• Used by Volvo sales force to inspire
and explain technical details
• Shows various vehicle options and
configurations
• Volvo allows current customers, sales
representatives and potential
customers access to download this
enterprise app
• This app has been translated into 29
different languages and published
globally

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magplus.com
Catalog apps
Famous Footwear
• Seasonal catalog featuring full lines of shoes
• Distributed to more than 1,000 stores and to
consumers
• Built in m-commerce allows users to purchase
shoes directly from Famous Footwear

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magplus.com
Companion apps
Emory Riddle
Admissions
App
• Companion to the print
Admissions Brochure

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magplus.com
Companion apps
University of
South Carolina
Transitions 101
• Companion to
textbook for a
“welcome to campus”
class for all freshmen
• Interactive sports
schedules
• Assignment
submission via app

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magplus.com
Training apps
Ford training
app for dealers

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magplus.com
Event apps
PetSmart
Employee
Conference
app
• Includes interactive
note-taking component

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magplus.com
Event apps
Joe Gibbs
Racing Guide
to 2013
NASCAR Chase

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Take-aways

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magplus.com
Strategy =
Goals + Content Inventory + Resources
What do I
expect to get
out of this app?
What will I/we
consider
success?
What content do I have?
What content could I have?
What content does the
audience I want to get
expect from this app?
What kind of money do I
have?
What kind of talent do I
have? What kind of time
do I have?
Have a goal

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magplus.com
• I have to seek out your web site or print
product.
• Once the app is on my device, you’re
embedded.
• It’s like having a walkie-talkie with the user.
• You just have to speak into it!
• Apps can create an intimate connection.
Go from push to pull

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magplus.com
• Issues/curated bundles of
content
• Subscriptions (auto delivery)
• Push (real-time)
• In-app messages (get them
when they open)
• Newsfeeds (up-to-date content)
• Web tools/apps (engagement)
Use all content channels

51.
Don’t just think about being a publisher.
Think about being a communicator.
Be relevant.
Be timely.
Make the conversation two-way.
Establish a relationship with your user
and it will pay off.
Parting advice …