Multi Platform Publishing Strategies - J.Barnes

Multi-platform publishing strategies
Desktops tablets and phones
Our challenge!
Presented by John Barnes

November 2012

Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating

INCISIVEInformation 2012 BUDGET
Online ALLIANCE – 2012 – Multi-platform publishing strategies Confidential

Evolution of Incisive strategy over time

1990’ 2000’ 2010’

Audience /
Platform Brand
Community

Short-term Reach / Platform / Brand User engagement / Multi-screen /
extensions / products Synchronous use
“Deep and narrow” strategy focusing Focus on reach and extensions of “Multi-screen”, web-first strategy
on vertical communities served with print brands into online, and focused on engaging communities
print publications adjacent markets through multiple media – web, print,
tablet, mobile
Emails Risk books
Risk Magazine
Infinite
publishing
Lead
Risk.net generation

Apps

Asia Risk Journals and
magazines

18

Online ALLIANCE 2012 – Multi-platform publishing strategies
Ops Board April – 2012
INCISIVEInformation 2012 BUDGET Confidential

Strategic Objectives – Our vision

Strategic Objectives

Value •  Our ambition is to change the shape of Incisive whereby the portfolio is 50% publishing revenues and
50% event revenues and the majority of our revenues will be derived from digital distribution to
Creation maximise the value of the company for our shareholders.
•  To have over 45% of company revenues derived from digital within 5 years (vs. 23.5% today).

•  To develop our intelligence on user behaviour, consumption and habits across our businesses.
Customers
•  To own the users’ inbox.

•  To move away from news led businesses to create new, high value content, services and solutions
Content & through a better understanding of users.
Delivery •  To deliver relevant content via the platform of the customer’s choice.
•  To use technology as an enabler to engage more deeply with our audiences across multiple media –
web, print tablet, mobile, events.

Brands •  To build communities around our marketing leading and trusted brands across all platforms, channels
and all business models.

•  To foster an entrepreneurial environment that encourages innovation and strives to develop the best
People & in our people.
Skills •  To be at the forefront of innovation by adopting good ideas from rivals and peers and doing them
better.


Mobile trajectory


Online Information 2012 – Multi-platform publishing strategies
Polymorphic Publishing What to build now?

'PolyMorphic Publishing'

l  Digital publishing is all about the audience and content, NOT the
technology

l  The challenge facing publishers is the huge explosion in competing
devices, operating systems and digital distribution channels

l  Digital consumers are increasing accessing and interacting with
content on multi screens and in many different combinations, often
quite unique to them

l  By concentrating on the technologies we are over complicating the
problem, publishers must think much more about content and what
works where, and much less about Android vs IoS, or tablet vs web.

l  The question to pose is ‘How should content be produced for different
screens and distribution channels, and how can this increase reach and
revenue?’

l  Publishers can play to their strengths, content, audiences and form
factors, and create real value for their businesses by building
synchronous product strategies that build audiences by offering variety
and value across screen sizes and devices.

5 Digital Publisher of the Year 2010 - 2011Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating

INCISIVE ALLIANCE – 2012 BUDGET Confidential

In the UK 16% of web traffic is from
mobile devices



Mobile consumption -Did you know

l  Google is activating 1.3m Android devices a day

l  Each new version of the iPhone sells as much as
all previous versions combined

l  Time spent using mobile (incl internet) has more than
doubled in the last two years

l  Tablet users on average spent 30% more time on-site
and had a 20% higher engagement score than PC users

l  Smartphones influence 6% of UK in-store purchases



Mobile makes internet usage 24/7

Each device has very different peak usage times throughout a typical day, highlighting their
varying use cases and value propositions to the digitally-connected consumer.



Incisive share of internet traffic from non-computer sources

Q3 2012 now 12% will be 15% by year end


INCISIVE digital journalismBUDGET
Making ALLIANCE – 2012 sustainable Confidential

Platforms

Smart Phone Computer Tablet
One hand Desk Two hands
Digit Type and Pointer Gestures
Multi function Multi-task Linear task
On demand Lean forward Lean back
Compulsive Practicality Immersive
Always Connected Productive & Informed Entertainment
Back bone device Work/Home Home/Work

All have a web browser, mail client, apps and digital issues!

10 Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating

INCISIVE digital journalismBUDGET
Making ALLIANCE – 2012 sustainable Confidential

Platforms

Immediate Informative Reflective
News the core Information + Analysis +
offering Analysis core offer Features +
Quick reference is Video is vital Interviews the core
expected Research + offering
Quick fix is the Exploration the user Education is the
mindset mindset mindset
A close second for Core for social Serendipity a core
Social media media part of the
Reference library or experience
archive is expected
“Creating value” is putting the content the audience wants where it
needs it

Polymorphic Publishing What to build now?

Mobile is part of a ‘Multiscreen’ Life

l  We are in the midst of a revolution across a variety of screens, with
new input methods, new formats, and new distribution models. This
revolution is being fuelled by several fundamental drivers:
-  processing power growth, powerful portable batteries, increasing
bandwidth for wireless Internet connectivity, the growth of cloud
computing, a wide array of screen sizes and device form factors.

l  This “multiscreen” revolution represents the growing number, and
diversity of screens in our daily lives – PCs, Smartphones, tablets,
SmartTVs, as well as our increasing ability to interact with content and
applications across screens, and the interconnections between them

l  In addition to desktop computers, we now see an increase in
processing power on Smartphones, SmartTVs, and tablets.
-  This is driving the mobile computing boom and enabling much richer
experiences on these screens

l  This creates a challenge for anyone building digital experiences, as they
will need to deliver effective experiences across many devices –
‘Polymorphic Publishing’

12 Digital Publisher of the Year 2010 - 2011Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating

Online digital journalism sustainable
MakingInformation 2012 – Multi-platform publishing strategies

What remains true for all publishers: the value of trust

For advertisers in
this study, each 10
index points of trust
<value of trust slide> in the environments
within which the
ads appeared was
equivalent to a
4.7% lift in site
visitation versus a
similar set of
unexposed
consumers.

There is a proven Trust Multiplier Effect for online advertising, on
original content sites driving traffic to brands’ sites.
Source: AOP/Comscore – The Value of Trust, 2011


Making digital journalism sustainable

Trust and quality are the foundations to build engagement and value

l  As analytics has developed, the focus is now on the customer and understanding individual
customer engagement ie less about reach and volume and more about engagement and quality



Moving readers from Flybys to Fans is key to building value

Fly bys Occasionals Regulars Fans

Low Engagement High Engagement

Unregistered Registered

Click Lead

Unqualified Qualified

Browsing Researching

Implicit Explicit

Low Value = 1 High Value = 11x



B2B Data: April 2012 – Gated data breakdown

AOP B2B Average Incisive Media example

Non-subs Subs Non-subs Subs

Bounce Rate - - 70% 44%

Dwell Time 5.47 mins 7.55 mins 6.22 mins 10.34 mins

Source: AOP B2B website traffic sharing initiative – April 2012


MakingInformation 2012 – Multi-platform publishing strategies
Online digital journalism sustainable

Multiple devices, adaptive design, and the publishing challenge

Different Devices Browsers, Editions & Apps

Smart Phone
One hand
Digit
Multi function
On demand
Compulsive

Tablet
Two hands
Gestures
Linear task
Lean back
immersive Browsers, Editions & Apps – Editorial email example
Computing Browsers Editions & Apps & Tools
Issues

Computer Computing.co.uk Fortnightly zMag chrome app in Q2

Computer
Desk SmartPhone m.Computing.co.uk ? Anti Virus app
Type and Pointer (with Symantec for
sign off)
Multi-task
Lean forward Tablet t.Computing.co.uk Pixel Mag edition CTG Resources
(moving to Quark (available on IoS
Practicality app studio and Android,
produced version) available in Apple,
Android, Samsung
and Amazon app
stores)

All have a browser, mail client, apps & digital issues!



Top Ten Top Stats

1.  25 mobile optimised sites

2.  500k visitors each month – and growing

3.  5 minutes dwell time per visit

4.  12% of total traffic across all devices

5.  12 touch optimised sites

6.  17+ pages viewed per visit

7.  5 tablet editions in store – and a production schedule for every
magazine

8.  30 minutes+ dwell time per visit

9.  m. sites a major source for lead generation on main sites

10.  Dominated by the iPad and the iPhone



Planning for a multiscreen future

1.  Understand your brands mobile behaviour

2.  Map I with your users journeys

3.  Identify your brands screen hierarchy

4.  Adapt your strategy accordingly

5.  Do it fast!


Ops Board April 2012

Context – Device - Product

Context Device Product

Why Which What
Computer, Tablet, Product offer, format,
call to action, Push? Pull?
Smartphone design, functionality
When Where How
time, day, event
Sim, Wifi, Geo, IP People, resources,
Who workflow, technology

Known, Unknown, Reg
users, subscriber etc

Carluccio effect: ‘Least ingredients, Maximum flavour’


IPC Data Immersion session – April 2012

Our assumptions for the future

l  B2B publishers will increasingly become customer businesses therefore require a
deeper intelligence about user preferences and needs as well as the ability to
track behaviour, consumption and habits, in effect B2P “Business to Person”

l  The depth and quality of data will become a key asset in building more
sophisticated lead generation and marketing services offerings for advertisers.

l  The importance of big data. Data sourced internally about readers/users/
customers can be used to drive content and product development, marketing,
pricing and other commercial decisions. Technology is changing fast with more
data being captured in the cloud. There is opportunity to create value through
organising and packaging this data.

l  Advertisers are moving towards more engaging and integrated advertising
formats. To compete requires expertise in effectiveness, engagement,
performance, and scale, and it will be valued totally on customer insight

l  Increasingly media businesses are adopting a ‘multi device, multi-screen, multi
format’ product approach. B2B publishers will need to tailor content to maximise
the features and benefits of different digital distribution channels e.g. play to the
strengths of the device, and by adapting content strategies to the UX and
persona of customers is critical to building long term value


Questions?

John Barnes
E: john.barnes@incisivemedia.com
T: +44 (0)20 7316 9007
Twitter @johnmnbarnes


Multi Platform Publishing Strategies - J.Barnes

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