MobileMonday Switzerland - The future of the printed guidebook 2013
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MobileMonday Switzerland - The future of the printed guidebook 2013
- 1. EVIDENCE -BASED COMMUNICATIONS What is the future for printed guidebooks?
- 4. EVIDENCE -BASED COMMUNICATIONS U.S. Travel Guide Sales dropped by 40% over 5 years UK Travel Guide Sales dropped by 46% over 7 years
- 5. EVIDENCE -BASED COMMUNICATIONS US Travel Book Sales 2006 - 2012
- 6. EVIDENCE -BASED COMMUNICATIONS August 2012: Google buys Frommer’s for $22 million April 2013: Google stops the presses
- 10. EVIDENCE -BASED COMMUNICATIONS In Your Pocket Founded: May 1992
- 11. EVIDENCE -BASED COMMUNICATIONS In Your Pocket Online since 1995
- 12. EVIDENCE -BASED COMMUNICATIONS 75 In Your Pocket City Guides in 22 countries Total print run: over 5 million copies
- 13. EVIDENCE -BASED COMMUNICATIONS In Your Pocket on Scribd
- 14. EVIDENCE -BASED COMMUNICATIONS In Your Pocket – In Your iPhone
- 17. EVIDENCE -BASED COMMUNICATIONS In Your Pocket on Facebook
- 18. EVIDENCE -BASED COMMUNICATIONS Ljubljana In Your Pocket on Facebook
- 19. EVIDENCE -BASED COMMUNICATIONS Lviv In Your Pocket on Facebook
- 20. EVIDENCE -BASED COMMUNICATIONS In Your Pocket on Twitter
- 22. EVIDENCE -BASED COMMUNICATIONS In Your Pocket on foursquare
- 23. EVIDENCE -BASED COMMUNICATIONS The Advantages of the Printed Guidebook • It doesn’t run on batteries • It has a flexible user interface • It has an easy to use off-line navigation system, a.k.a. map • It supports natural handwriting and easy note-taking • It can serve as a megaphone • It can serve as a sunshade • It has a built-in human-powered fan • It is literally unbreakable in case you drop it • It is almost water-resistant How could this product ever disappear? • And… it can come in handy in emergencies
- 24. EVIDENCE -BASED COMMUNICATIONS Did you get the picture?
- 25. EVIDENCE -BASED COMMUNICATIONS Thank you very much Matthias Lüfkens @Luefkens @B_M @InYourPocket matthias.luefkens@bm.com
Hinweis der Redaktion
- Whatis the future of printedguidebooks?
- The guidebook toting traveller
- International roaming and data usage is not yet covered under most data plans.But Wi-Fi is available in many international airports, hotels and restaurants to browse the Web or check email.
- In 2007, combined U.S. sales from the big five travel publishers that represent over 80% of the market (Frommer’s, Dorling Kindersley, Lonely Planet, Fodor’s, and Avalon’s Moon/Rick Steves) were just over $125 million, according to Stephen Mesquita’s “World Travel Guides Market” report for Nielsen BookScan. The following five years were tough, to say the least: By 2012 combined sales had dropped nearly 40% to $78 million.It’s a similar story in the UK where the combined sales at the seven largest publishers dropped 46% between 2005 and 2012.
- Frommer's US sales dropped from $34m to $18m between 2006 and 2012. Lonely Planet's dropped from $25m to $18m over the same period
- Google purchased Frommer’s Travel and Unofficial Guides from Wiley & Sons in August 2012 for $22 million. In April 2013 it discontinued the printed guides and sold the brand back to its founder Arthur Frommer.
- Whois the culprit?Wikivoyageaims to be the biggesttravel guide on the internet with user-generated content.
- Tripadvisorranksamong the top 200 websites in the world.
- Air BnB to findhomestaysOn averagetravellers use 8 different sites to plan theirholidays.HoweverThe value provided by a well-researched guidebook is precisely why their buyers are willing to pay the extra few dollars for curated content. Accurate, quality content and information is always in demand
- The entire contents of the In Your Pocket guides are online since 1995Since 2000 youcandownloadeach guide a a free PDF
- In Your Pocket iscurrently publishing 75 guides in 22 countrieswith a total print-run of over five million guides published each year
- In 2010 In Your Pocket developedourown iPhone app
- All the guides
- What are the advantages of the printedGuidebook over the smartphone?It doesn’t run on batteriesIt has a flexible user interfaceIt has an easy to use off-line navigation system, a.k.a. a map [show the map]It supports natural handwriting and easy not takingIt can serve as a voice amplifier, [megaphone]It can serve as a sunshadeIt has a built-in human powered fanIt is literally unbreakable in case you drop itIt is almost water-resistantAnd… it can come in handy in emergencies [ripping out a page, wiping butt]How could this product ever disappear?
- I hope you got the picture:Video didn’t kill the radio,YouTube didn’t kill TVThe smartphone will probably not kill the printed guidebooks.They might come in different formats and packaging…But expert-curated travel content is here to stay.
- Thank you very much