David Nussbaum - In the Niches: Market Verticals Reap the Rewards of Scale

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In several short years, F+W Media has built its thriving ecommerce business to revenues in the tens of millions. Economies of scale have made this possible. David Nussbaum, Chairman & CEO will share how applying a single strategy to its direct-to-consumer ecommerce business has benefitted even the Company’s narrowest communities through increased efficiencies and shared resources. By focusing on creating best practices to serve its largest six communities and by deploying a centralized service model, two dozen of its smaller sub-communities have achieved greater reach and growing revenues. Hear from Nussbaum and learn how economies of scale make ecommerce success possible for publishing companies of any size.

Technologie Business

In the Niches:
Market Verticals Reaping the
Rewards of Scale
David Nussbaum, Chairman & CEO
F+W Media
@dnussbaum @fwmedia
www.fwmedia.com

"Failure is not fatal;
failure to change might
be."
- John Wooden
7
@dnussbaum @fwmedia
www.fwmedia.com

@dnussbaum @fwmedia
www.fwmedia.com
2008 2013
8

How did we get there?
• Focus on Core Communities
• Create economies of scale
• Establish new departments of expertise in
digital media, events, online education, more
• Shared resources focused on core
communities
@dnussbaum @fwmedia
www.fwmedia.com 9

Fiction
Horticulture Genealogy
Living Ready
Numismatics
Construction Woodworking
World Tea Automotive Sports
CRAFTS
DESIGN & WRITING
FINE ART
LIFESTYLE & HEALTH
COLLECTIBLES OUTDOORS
All F+W Communities
@dnussbaum @fwmedia
www.fwmedia.com 10

CRAFTS
DESIGN & WRITING
FINE ART
LIFESTYLE & HEALTH
COLLECTIBLES OUTDOORS
Core F+W Communities
@dnussbaum @fwmedia
www.fwmedia.com 11

Core Communities: Then and Now
@dnussbaum @fwmedia
www.fwmedia.com
+ 38% Overall Revenue Growth
12
2010 2013

"The problem is never
how to get new,
innovative thoughts into
your mind, but how to get
old ones out."
- Dee Hock, Founder of Visa
13
@dnussbaum @fwmedia
www.fwmedia.com

eCommerce
• Create dedicated team
• Establish common platform
• Resources assigned to core
Communities
• Systems/ email marketing/
online retailing / third-party
products / inventory logistics
expertise
@dnussbaum @fwmedia
www.fwmedia.com 15

Events
• Create dedicated team
• Establish common platform
• Resources assigned to core
Communities
• Event planners / marketers /
logistics expertise
@dnussbaum @fwmedia
www.fwmedia.com 16

Online Education
• Create dedicated team
• Establish common platform
• Resources assigned to core
Communities
• Instructors / Marketers /
Product Developers
@dnussbaum @fwmedia
www.fwmedia.com 17

Audience Development
• Create dedicated team
• Establish common platform
• Resources assigned to core
Communities
• SEO / SEM / Email
Marketing / Audience
Development / Social Media
expertise
@dnussbaum @fwmedia
www.fwmedia.com 18

2013
Results: Then print/publishing = 90% of all revenues.
Now print/publishing = 67% and we’ve increased
overall revenue by +38%.
@dnussbaum @fwmedia
www.fwmedia.com 19
2010

Diversify Your Content Portfolio
@dnussbaum @fwmedia
www.fwmedia.com
From books and
digital downloads,
to video & DVDs,
online education,
ecommerce
exclusives, and
more
21

You need to own the
relationship and ensure
customer loyalty
through exclusive
experiences,
unparalleled content,
exceptional service
Focus on Your Core Communities
@dnussbaum @fwmedia
www.fwmedia.com 22

Create dedicated expert teams
 Look outside the industry
 Find and hire the right talent
 Give the tools needed to succeed
 Or partner with the best
Establish common platform
Assign talent to Core Communities
Focus on Economies of Scale
@dnussbaum @fwmedia
www.fwmedia.com 23

"Innovation has nothing to do with how
many R&D dollars you have. When
Apple came up with the Mac, IBM was
spending at least 100 times more on
R&D.
It's not about money. It's about the
people you have, how you're led and
how much you get it." - Steve Jobs
24
@dnussbaum @fwmedia
www.fwmedia.com

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