How publishers can adapt, thrive, and make money in the age of digital disruption," by Josh Luger. Adaptation from in-person keynote presentation at Mumbrella's Publish 2015 conference in Sydney, Australia on October 21, 2015.
3. A lot has changed in the past five years
Devices
Discovery
Content
Platforms
6x increase in mobile usage (now 24% of overall time spent);
Mobile devices only ones seeing growth
4. A lot has changed in the past five years
Discovery
Content
Platforms
Devices
Facebook has gone from ~500m MAUs to ~1b DAUs; Multiple platforms that
were new or non-existent now have hundreds of millions of users
5. A lot has changed in the past five years
Content
Platforms
Devices
Discovery
Platforms
Discovery has evolved significantly from early days of bookmarking;
Social has now surpassed search as #1 source of referral traffic
6. A lot has changed in the past five years
Content
Platforms
Devices
Discovery
Platforms
Content
Discovery
New (digital, mobile, social native) content formats have emerged;
Led by 16x increase in mobile video consumption (and listicles)
7. In such a dynamic world, how do you succeed?
Always Be
Optimizing
Look Inward
Monetize
Passionately
8. Look Inward
WHAT is your mission?
WHO is your audience?
WHY do you exist for them?
HOW do they engage with content?
9. WHAT
WHO
WHY
HOW
Be the dominant political and policy
media company in Washington, D.C.
Political professionals in D.C.
Up-to-the-minute information that helps
them do their jobs better
Win the morning; drive the
conversation throughout the day
12. WHAT
WHO
WHY
HOW
Give its audience everything it needs to
know to start the day
Millenial(ish) women
Stay informed without having to put in
the time
Email-first product; strong “sassy friend” voice;
loyal community of “Skimmbassadors”
13.
14. WHAT
WHO
WHY
HOW
Tell news and share stories
Mobile and social user
Keep informed across platforms
Short-form videos, all with subtitles
15.
16. WHAT
WHO
WHY
HOW
Tell news and share stories
Mobile and social user
Keep informed across platforms
Short-form videos, all with subtitles
17. Look Inward
WHAT is your mission?
WHO is your audience?
WHY do you exist for them?
HOW do they engage with content?
18. In such a dynamic world, how do you succeed?
Always Be
Optimizing
Look Inward
Monetize
Passionately
Look Inward
19. Always Be Optimizing
Innovations must extend to product
and engineering.
Leverage data and analytics in
everything you do.
33. Effective Native Advertising is:
Unique to your brand
Actually additive to user experience
Sharable
Platform agnostic
High-value for advertiser
Well-suited for high-touch executions
like video
34. Effective Native Advertising is:
Unique to your brand
Actually additive to user experience
Sharable
Platform agnostic
High-value for advertiser
Well-suited for high-touch executions
like video
35. Effective premium display is:
More immersive and higher-value than
traditional display
In-feed; not as interruptive as some
other ad units
36. Subscriptions are still alive!
Some content may actually be worth
paying for
Typically built from successful free
products
Needs to be news (or research or
data) you can actually use
37. Subscriptions are still alive!
Some content may actually be worth
paying for
Typically built from successful free
products
Needs to be news (or research or
data) you can actually use