Taking Control of Your Digital Future: Owning Audiences and Creating Original IP -- a Galactic Hot Dogs Case Study (Jess Brallier -- Pearson, Funbrain, Poptropica)
Many publishers believe that developing original IP is the key to a future-proof publishing program. But the process can be costly, maddening, and exhausting -- and too often doesn't translate into financial success for the publisher. Jess Brallier is leading Pearson's efforts to establish a successful publishing model on the Internet and for a digitally-connected audience. With the success of Wimpy Kid, Poptropica, and the new Galactic Hot Dogs, Jess believes he's found the formula for developing powerful original intellectual property -- and it all starts with owning and understanding the audience. In this presentation, Jess will showcase how he developed an audience of parents, kids, and teachers, and how he's used that as a platform to test, develop, and launch new IP that's thoughtful, fresh, and ready-made for an eager audience.
Recommended
Recommended
More Related Content
More from Publishers Launch Conferences
More from Publishers Launch Conferences (20)
Recently uploaded
Recently uploaded (20)
Taking Control of Your Digital Future: Owning Audiences and Creating Original IP -- a Galactic Hot Dogs Case Study (Jess Brallier -- Pearson, Funbrain, Poptropica)
- 1. Original IP is smart. Original IP and owning an audience is REALLY smart. Jess M. Brallier Publisher Funbrain and Poptropica
- 2. What owning original IP can feel like.
- 3. What original IP and YOUR OWN AUDIENCE can feel like.
- 4. With YOUR OWN AUDIENCE Establish brand Drive sales Experiment bold! passionate! contrarian!
- 6. Diary of a Wimpy Kid bestselling book of 2013 300+ weeks on NYTBR bestseller list 3 movies 41 languages 75 million books
- 7. Millions of kids / month 200+ countries 1,700 years / month “One of the web’s 50 best sites.” – Time “You can’t use the Situa8on Room computers to log into ‘Poptropica!” -‐ President Barack Obama
- 9. Thousands of kids / day 50+ countries print rights $2+ million. World English German Norwegian Portuguese Hebrew Korean Simplified Chinese
- 10. $900 million
- 11. Original IP Original IP and your own audience
- 12. AND NOW HERE’S THE CRAZY THING For cost of 3 original IPs You could OWN AN AUDIENCE. 5+ million kids per month. $900 million in IP value
- 13. Audience Online Kids Older elementary, younger middle school 50-‐50 gender “swiss” not IP-‐branded not-‐publisher branded Ajax Publishing Crazzed.com Rock Wars Bashful Willy Cosmic Ba7alion
- 14. Apple Amazon Google you But with YOUR OWN AUDIENCE You create new models. You disrupt, not get disrupted.
- 15. It can be fun again.