Hans Hamer, The future of publishing: One brand - all media, Axel Springer AG Vortrag auf den M-Days2013 Blog by Messe Frankfurt for the Digital Business: http://connected.messefrankfurt.com/en/

1. The future of publishing:
One brand – all media
Tanja Stratmann Stellv. Leiterin New Media Auto, Computer und Sport, Axel Springer AG
05.02.2012
X:VL_Maenner12 PRÄSENTATIONEN01 AB-Gruppe01 AUTO BILDM-Days 2013Presentation_HH_M-Days_20130123_mr

2. AUTO BILD Group – strategy
Market leadership
Go digital
The entire world Segmentation
of automobiles
Go international
International
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3. Diversification chronology of AUTO BILD
Print
Start of Segmentation
1st Issue
1st International
issues
Digital Start of Tablet- & First
1st DVD Smartphone-Apps international app
Start of
Start of autobild.de Stand Alone
autobild.tv
1986 1988 1996 2001 2002 2005 2007 2008 2010 2011 2012
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4. Workflow of editorial staff – AUTO BILD Group
Crossmedia workflow
(everyday topic conference/ weekly conference about issue)
Print Online Video / TV App International Social Media
International
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5. Digitization: it‘s more than just one website!
Portals Video Bewegtbild
Transactions Social Media Mobile apps
Portals WebTV Online discounts Facebook Tablet-Apps
autobild.de autobild.tv Weekly magazine
Insurance quotes Blogs
autobild-klassik.de Youtube channel International edition
Mobile portal Supplying Tire market Twitter channels
Smartphone Apps
Supplying contents bild.de/auto
Marketplace News app
for bild.de/auto
DVDs autobild.de Driving trainer
Standalone morgenpost.de, Classic cars price
Covermount abendblatt.de guide
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6. Leader of a new market: AUTO BILD Tablet App
Innovation in the world of automobiles
+ rich media added to print content:
picture galleries
360°-views
configurators
videos
interactive hot spots
wiping effects
slideshows …
The iPad App turns AUTO BILD into an interactive,
multimedia-based medium.
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7. App features (I)
Multimedia content: additional videos and picture galleries
slide shows videos
fullscreen-views in highest resolution, integration of autobild.tv-videos linked to
scrolling by finger-wipe the top-articles of every issue
(benchmarks, fairs, etc.)
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8. App features (II)
User interaction: benefit from new operating possibilities
configurators interactive elements
user can configure new models with all additional information is integrated space-
combinations by himself saving and animated into the page
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9. New interactive advertising formats
Hyundai Veloster
Interactive features: videos,
galleries, colours and wheels
AUTO BILD iPad #36 2011, EVT: 07.09.2011
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10. AUTO BILD smartphone apps
Additional mobile paid services for different target groups
AUTO BILD Aktuell Started in March 2011 at 1.79 €
Re-Launch in February 2013
Complete content of autobild.de
Perfect adaption for small screens
Picture and video galleries, PDF reader
Subscription model, starting at 1.79 € / 30 days
AUTO BILD Führerschein-Trainer AUTO BILD KLASSIK Preisfinder
Driver‘s licence trainer app market price app for classic
Start: Oct. 2011 cars (fair market value)
Available for iPhone and iPad Start: Oct. 2011 auf iOS
Official KBA-forms 25,000 current market prices
Training and exam mode Single price info 0.89 €
Price: 4.99 € 6 months flat: 6.99 €
1 year flat: 11.99 €
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11. NEW: AUTO BILD International Tablet App
Launch with Paris auto show in September 2012
The very best of two
Exclusive months AUTO BILD tablet
app in English language
Available bi-monthly in all
Apple App Stores and
Worldwide Google Play Markets
worldwide
Fascinating stories,
innovative features and
Premium state-of-the-art design in
landscape and portrait
format
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12. From a magazine to an international,
multi-media brand
internationalization
International
national
generalist segmentation
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13. Three areas of growth for AUTO BILD:
Content: Our field of expertise – market leadership
CONTENT
autobild.de
mobile.de
TRANSACTION COMMUNITY
Transaction: Successful integration Community: Successful cooperation
of partners, constantly looking for with motor-talk.de, launch of AUTO
new opportunities for online and BILD Tester in 2011, open for new
mobile business models opportunities
13 3. Wettbewerb und Positionierung

14. 3 Learnings
1. Content has been king, still is king, and will remain king.
2. Mobile is taking the lead. Media brands need to devlop new
fitting products.
3. Consumers will pay, if the content is excellent and exciting
and handling and usability are easy and convenient.
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15. Thank you for your
attention!
Tanja Stratmann
Stellv. Leiterin New Media
AUTO, COMPUTER & SPORT
Axel Springer AG
Axel-Springer-Platz 1
20350 Hamburg
tanja.stratmann@axelspringer.de
www.axelspringer.de
www.autobild.de
www.computerbild.de
www.sportbild.de
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16. Backup
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17. Axel Springer AG at a glance
Future growth lies in digitization and internationalization
Total Revenues 9M/2012 (9M / 2011)
1
EUR 2.41 Billion (EUR 2.32 Billion / 2011)
31.0% 34.6%
(+1,7%)
34.4%
(+3.1%)
Digital Media International National
Source: ¹Quarterly Financial Report 2012
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18. The whole world of AUTO BILD
AWARDS &
PRINT
EVENTS
DIGITI- SEGMEN-
ZATION TATION
INTER- SPECIAL-
NATIONALI- ISSUES/-
ZATION PRODUCTS
MOBILE
…
international
58 issues …
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19. Workflow of editorial staff – AUTO BILD Group
Crossmedia workflow
(everyday topic conference/ weekly conference about issue)
International
Web-TV
Advertisement Display Ads DVD
Insert Advertisement Advertisement
Microsite Event
Covergate Insert Insert
Brand blog Commercial
Covergate Covergate
Newsletter Live-Stream
The market demands crossmedia marketing concepts from one hand!
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20. All channels are served by one team
Best Practice: Porsche Panamera Turbo vs. Porsche 911 Turbo
Crossmedia editorial department
1 2 3
Wednesday, 10.06.
Thursday, 11.06. Friday, 12.06.
Tests with plenty of grafical
material on autobild.de
Exclusive videos on
autobild.tv Cover story in
AUTO BILD
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21. autobild.de: a growing market leader
Unique User all-time high in December 2012, leaving competitors behind
1 IVW: visit record in December 2012 2 AGOF: ab.de vs. ams.de: Factor 2.2
10,0 2,79
3,0 2,63
7,66
Unique Users in mio.
8,0 2,5
6,75
Visits in mio.
6,0 2,0
1,5 1,32 1,28
4,0
1,0
2,0
0,5
0,0 0,0
Dezember 2011 Dezember 2012 2012-09 2012-10
ams.de autobild.de Quelle: AGOF
3 IVW: visits of German content sites 4 IVW PIs: ahead of the market
78
10,0 80
Visits in mio., November 1012
Page Impressions in mio.
7,7
8,0
60
49
6,0 42 44
4,5 38
40
4,0
2,0 2,3 2,2
20
2,0
0,0 0
autozeitung.de auto.de autoplenum.de ams.de ab.de Spiegel bild.de T-Online ams.de ab.de
IVW-category automotive and mobility, December 2012
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22. Mobile is taking the lead
Worldwide sales of tablets will outnumber desktop PCs
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23. Leader of a new market: AUTO BILD Tablet App
Germany‘s most successful car
eMagazine
Launch in October 2010
The entire content of the printed
issue + videos, picture galleries,
audiobooks, animated ads and
interactive configurators
landscape and portrait format
Available in Apple App Store,
Google Play Market and Amazon
App Shop
every Thursday at 10 pm (1 day
before the printed issue)
Copy price: 1.79 €
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24. iPad App: creation workflow
Editorial team works for Print and iPad
department I department II department III
topics topics topics
conference of
topics
development and
production of the
equal content iPad specific
additional elements
Tu – Th
magazine structure structure
print iPad
layout layout own iPad-layout
4 MA
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25. SPORT BILD PLUS App: a new top scorer
Germany‘s fastest sports
eMagazine for matchday coverage
A second digital-only weekly issue
of SPORT BILD
Exclusive content: The latest news,
match reviews, background
information, interviews and
interactive features
Launch in August 2012
Available in Apple App Store,
Google Play Market and Amazon
App Shop
every Sunday at 9 pm
Copy price: 0.89 €
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26. Digital goes mobile: COMPUTER BILD apps
New apps for all three magazines
COMPUTER BILD, COMPUTER
BILD SPIELE and AUDIO VIDEO
FOTOS BILD
‚Rich-PDF‘ apps (PDF + rich media
such as videos, sounds and web
links)
Interactive ads (HTML 5)
Start with re-launch of printed
COMPUTER BILD on 20.10.2012
available in Apple‘s news stand
and Google Market (Android)
parallel with printed issues
Copy prices: 1.79 € / 2.69 €
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27. Key Features of the AUTO BILD Tablet App
Exciting reports of Fascinating and
the latest car models extreme stories
Informative Eye-catching
comparison tests dynamic InApp Ads
High-quality
Thrilling videos
photo galleries
Car Configurators Audio articles
Hotspots with Wipe-effect pictures,
corresponding sounds puzzles and much more
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28. AUTO BILD AKTUELL Preismodelle
Abo Modelle verschiedener AS IPhone Apps
Etablierte Abo-Modelle als Vorbild des neuen Abo-Modells
Download
Preis kostenlos 0,89 € kostenlos kostenlos
Ohne Mit Für Print Ohne Mit Für Print Ohne Mit Für Print Ohne Mit Für Print
Abo: Abo- Abo- Abo- Abo-
PDF PDF Kunden PDF PDF Kunden PDF PDF Kunden PDF PDF Kunden
30
1,79 € 3,99 € 0,89 € 1,79 € 4,49 € - 1,79 € 3,59 € -
Tage
3 AMS bietet keine
3,59 € 9,99 € 1,79 € - 9,99 € - - 9,99 € -
Monate Verknüpfung zum Heft an
1
12,99 € 34,99 € 9,99 € - 39,99 € - - 29,99 € -
Jahr
Die etablierten Modelle der AS-Gruppe werden übernommen, ergänzt durch ein
vergünstigtes Abo-Modell für bestehende Print-Abo Kunden
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