The document discusses how traditional publishing has changed due to the rise of apps and multi-platform content distribution. It argues that publishers must be platform-agnostic content providers and able to offer a full range of services across different platforms. Successfully developing apps and digital brands requires constant updates, integrated advertising and monetization models, and centralized resources for tasks like building, production, and metrics.
Tata AIG General Insurance Company - Insurer Innovation Award 2024
Jonathan Kitchen – How Traditional Publishing Has Changed Forever
1. Adventures in App
Publishing
How Traditional Publishing Has Changed Forever
Jonathan Kitchen
Commercial Director / Dennis Publishing
@jonkitchen
Wednesday, May 16, 12
15. Content is king -
Multi-platform brands driven publishers should be
by changes in consumption platform agnostic
content providers
Wednesday, May 16, 12
16. Content is king -
Multi-platform brands driven publishers should be
by changes in consumption platform agnostic
content providers
The ability to provide a full
range of ‘services’
Wednesday, May 16, 12
17. Content is king -
Multi-platform brands driven publishers should be
by changes in consumption platform agnostic
content providers
The ability to provide a full
range of ‘services’
Apps : “A digitally
facilitated analogue
revolution” - Richard
Seymour
Wednesday, May 16, 12
18. The formula has changed....and it’s not easy!
Wednesday, May 16, 12
21. Platform and content
decision working in tandem
Constant beta
Wednesday, May 16, 12
22. Platform and content
decision working in tandem
Constant beta
Advertising model -
integration, build and
tracking
Wednesday, May 16, 12
23. Platform and content
decision working in tandem
Constant beta
Advertising model -
integration, build and
Subscription and tracking
purchasing model
Wednesday, May 16, 12
30. Launch strategy for new
brands including technology
platform and content
Wednesday, May 16, 12
31. Launch strategy for new
brands including technology
platform and content
Central advertising and commercial sales
and production resource
Wednesday, May 16, 12
32. Launch strategy for new
brands including technology
platform and content
Central advertising and commercial sales
and production resource
Dedicated build and
production resource
Wednesday, May 16, 12
33. Launch strategy for new
brands including technology
platform and content
Central advertising and commercial sales
and production resource
Dedicated build and
production resource
Creative services
Wednesday, May 16, 12
