THE NEWSPAPER IS DEAD LONG LIVE THE NEWSTABLET

CLAUS ENEVOLDSENNEXT ISSUE MEDIA

@CENEVOLDSENABOUT.ME/CENEVOLDSEN

LETS START AT THE END

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• Enhanced editions of the World’s most popular magazines, optimized for tablets.

• Preview app currently available for Android tablets

• Working on a fully featured, cross-platform marketplace

• Joint venture formed by five leading U.S. based publishers: Conde Nast, Hearst, Meredith, News Corp., and Time Inc.

Magazine titles

Newspaper titles

Tablet only titles: The Daily, Project, Nomad, TRVL

Flipboard

Zite

Pulse

Editions by AOL

Kindle

Nook

Zinio

(iTunes Newsstand)

Google Sony

KoboNext Issue

AGGREGATORSEDITORIALS

STORE FRONTSSkyGrid

FloatOngo

Trove

WHERE NEXT ISSUE FITS IN

SO, IS THE NEWSPAPER DEAD?

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OK, SO THE NEWSPAPER IS NOT DEAD…

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AND TABLETS ARE STILL IN DIAPERS…

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BUT THERE’S PROMISE

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Worldwide Sales of Media Tablets to End Users by OS (Thousands of Units)

Source: Gartner (September 2011)

OS

Android

iOS

MeeGo

Microsoft

QNX

WebOS

Other OS

2010

2,512

14,685

179

0

0

0

235

2011

11,020

46,697

476

0

3,016

2,053

375

2012

22,875

69,025

490

4,348

6,274

0

467

2015

116,444

148,674

197

34,435

26,123

0

431

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MEDIA USAGE PATTERNS

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ERA OF CURATED COMPUTING

Forrester defines “Curated Computing” as:

“A mode of computing where choice is constrained to deliver less complex, more relevant experiences.”

Source: Sarah Rotman Epps, Forrester

MORE SWIPE, LESS SCROLL

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IT’S ABOUT AUDIENCE CREATION

OC REGISTER IPAD STRATEGY:

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METRO NEWSPAPER REACH

Source: Mori 2010

47% 60%34% newspaper

newspaper

newspaper

website

website

website

website

website

website

app

app

potentialpotential potential

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TARGET MARKETOC Register 2.0• Primary target: 35-45• Secondary target: 45-54• 60% male, 40% female• Informative and entertaining

Profile• Married, perhaps with young kids• Receives news from multiple sources (online, mobile, TV, tablet)• Uses iPad early morning and primarily in evenings• Willing to pay for apps if they bring value• Interests different than traditional newspaper reader

47%

WHERE’S OUR PURPLE COW?

Meets expectations

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Exceeds expectationsDoes not meet expectations

Num

ber

of

experi

ence

s

10% 10%80%

IPAD USERS HAVE HIGH EXPECTATIONS

Meets expectations

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Exceeds expectationsDoes not meet expectations

10% 10%

Quality contentVideo and photos

Weather and trafficAbility to shareFast load time

News updated regularlyEasy to use

Simple navigationClean and organized designOnline and offline viewing

“like USA Today”

Boring contentSlow download

Lack of news updatesApp crashes

Confusing navigationVideos are hard to play

Hyper-local contentMore interactivity

NotificationsValuable ads

Magazine like contentPersonalizedEntertaining

80%

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PRODUCT STRATEGY

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AUGUST 2010

RSS feedSmartphone app

optimized for iPad

PRODUCT TIMELINE

APRIL 2011

Purple Cow

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DEMO

PRODUCT STRATEGY“LEAN BACK” EXPERIENCE

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Product• 90% Now Edition •10% Featured Story

Now Edition• 6 topics• 10 curated stories per topic updated daily at 6PM• Includes latest news RSS feed as well• breaking news alert tool• Some interactivity• Templated and automated

Featured story• 1 package per day• High interactivity• Updated at 5pm

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CONTENT STRATEGY

CONTENT WORKFLOW

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Target UsersTarget Users

HIGHLY INTERACTIVE SPECIAL FEATURE

CONTENT SOUGHT SPECIFICALLY FOR IPAD (WIRES, ETC.)

CONTENT ALREADY BEING CREATED FOR WEB OR PRINT

PRODUCTION & ORGANIZATION

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CMS: CCI NewsGate

IPAD READER:Woodwing

DESIGN:CCI LayoutChamp

HTML5

CONTENT Repurposed

UniqueWires

PRODUCTION:Sr. Producer

Associate Producer2x Graphic

Designer/ProgrammerVideo Producer

----------------Photographer

Graphic DesignerCopy Editor

Page Designers

SUPPORT:Product management

Ad OperationsIT

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REVENUE STRATEGIES

ADVERTISING

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Pricing• Phase 1: Launch sponsorships • Phase 2: CPM model: $35-$50

SUBSCRIPTIONS

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Existing subscribers• Free access to all content

iPad only subscribers• The Daily benchmark: $0.99 per week or $39.99 per year

Free access for all• “Limited time only”• Launching in “beta” mode

Launch TBD

PHASE 1 PHASE 2

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LEARNINGS

THEY LOVE IT!

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“I like the pictorial layout and easy navigation!”

“Excellent visuals. Found myself reading stories I probably would have skipped reading online but was draw in by the photos. Nice mix of news and features.”

“It’s so much better than the previous version… Much better user experience this time around.”

“This is one of the best apps and uses for an app I have ever had to pleasure to enjoy.”

“Way better than reading the news on the Website. Simple, less cluttered, well organized.”

THEY HATE IT!

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“You’re going to start charging for what was free? Laaame!”

“I loved the previous app. It wasn’t the prettiest, but it was efficient.”

“This is one of the best apps and uses for an app I have ever had to pleasure to enjoy.”

“It’s sad to me that they ruined this app. The first was version was so much better. Now you get yesterday’s news after waiting way too long. Much of the customization I loved in the first is now gone.”

IN HINDSIGHT

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• Should the new app have replaced the old app?

• Production process is too cumbersome

• It truly is a (big) team effort

• The audience is still small

• Some advertisers are willing to experiment with you