seven trends in mobile publishing - madrid, may 2015
TRANSCRIPT
@jonnykaldor - pugpig.com - kaldorgroup.com
@jonnykaldor - pugpig.com - kaldorgroup.com
@jonnykaldor - pugpig.com - kaldorgroup.com
Seven trends in Mobile Publishing
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1. Publishing models are changing (are editions a thing of the past?)
Edition-based Continuous
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And publishers are opting for differing models, based on a few key criteria...
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How often do I want to engage readers and for how long?
keep bringing them back
keep them reading for longer
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What’s the nature of my content?
Short burst, high frequency
Features with longer shelf life
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How do I intend to make money?
Subscriptions Single editions
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What does my audience look like?
Traditional Radical
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And what are my advertisers looking for?
MPUs and algorithmic interstitials
Editorially placed interstitials
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The next trend is mixing up the two models (something we’ve done in a basic manner for a while)
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2. Mobile phones becoming ever more important
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Mobile phones
Tablets
Traditional PCs
02013 2014 2015
2,800,000
2,100,000
1,400,000
700,000
Source: Gartner, October 2014
Global shipments of connected devices (1000’s units)
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And so therefore is responsive design...
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@jonnykaldor - pugpig.com - kaldorgroup.com
@jonnykaldor - pugpig.com - kaldorgroup.com
3. Advertising models continue to diverge from print
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4. Digital marketing is becoming more sophisticated
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Increased focus on digital marketing: Try, Test, Fail, Try againIntelligent use of push notificationsiOS8 Today widget and deep linkingContent marketing through social mediaProper investment in marketing activities
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5. A level of scepticism is creeping in about apps
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@jonnykaldor - pugpig.com - kaldorgroup.com
Mobile Web Apps
In 2010, apps seemed to have such a bright future...
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But are publishers now questioning their value?
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It all really depends on what you’re after...
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What sort of audience am I looking for?
Smaller but more loyal and valuable audience
Massive transient audience
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Where is my audience coming from?
Building a new customer base
Large existing subscriber base
How am I going to take payment?
I need an easy way to take cash
I already havea paywall
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Does my audience need to access content offline?
I’ll need my content when I’m on Dartmoor
Online only is fine
Is my content edition-based or continuous?
Give me my coverto cover read
Keep it flowing baby
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How do my readers want to consume content?
Curated journey through less content
(relax)
More content,search-based or
dipping in and out (research)
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How will I keep them coming back?
I want push, background download, today widget,
home screen, badges
Direct mails are good
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Do I need to tap into the features of the device?
Yeah I want location, calendar, contacts,
camera, audio player and the rest
No thanks - let’s stick to the content
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What skills do I have in house?
I have loads of app developers (yeah right)or I have access to an
app framework
I have loads of great HTML developers
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What do I want to sell to my advertisers?
Interstitial adsunder a new deal
Well understood web-based CPM model
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So it does look like apps still have a real future
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But publishers are realising that they have to move beyond simple replicas to succeed
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6. Publishers continue to move to structured content(and the demise of the PDF replica for all but long tail)
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7. The cost of creating native apps has been slashed
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Questions?
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@jonnykaldor - pugpig.com - kaldorgroup.com