1. 13 themes from FIPP’s 2013 Congress
Chris Llewellyn
CEO
FIPP – the worldwide magazine media association

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3. 1. Re-imagine the corporate
structure
 “The industry is renewing and reinventing itself and the
leaders are doing so digital-first.”
Peter Kreisky, chairman, Kreisky Media Consultancy, USA
 "Successful, profitable, franchise-enhancing change only
comes with organisational change.”
 “You must change from a silo'd organisation to an
integrated team.”
John Wilpers, Innovations, USA

4. Organisational innovation
What it isn’t
 A couple of conference
ideas slapped onto an
existing organisational
structure
 Retro-fitting a traditional
media company and
thinking you’ll become
instantly successful
What it requires
 Re-thinking the organisation
 Change
 Organisational structure
 Work flows
 Architecture
 Job descriptions and
expectations
 Staff mix
 Culture
John Wilpers

5. Adaptive strategy & management culture
• Based on predictability of market
trends and competition
• Emphasises scale as the primary basis
for competitive advantage
Before:
Classic
strategy
• Turbulence is a given
• Scale may not always provide an
advantage
• Build business model and capabilities
to manage through uncertainty
Now:
Adaptive
strategy
Peter Kreisky – Kreisky Media Consulting

6. 2. The consumer is at the heart of
the strategy
 "We intend to reach consumers on every device, on every
platform and engage when it's convenient for them.”
Mark Wood, CEO, Future,
UK
 "Marketers need to put the consumer in the very centre
of their storytelling.”
Laya Pavone, managing director, Isobar, Italy
 “Because of the devices that consumers own we need to
think as consumer as center of their own media world.”
Duncan Edwards, CEO, Hearst Magazines International, USA

7. Consumers are in control
Consumer
Magazine
Tablet
Mobile
Website
e-
Commerce
Social
networking
Live
meetings
and events
Consumers have unprecedented
choice.
By placing the consumer at the
centre, you recognise the need to
reach them:
When they want it
On the platform they want it
In the format they want it

8.  “Let go of your biggest asset (your brand), and give it to
your audience.”
 “We need to let the audience change us if we want them
to pay attention.”
Marjaana Toiminen, CEO Bonnier Publications, Finland
 “Crowdsourcing our magazine allowed us to find out more
about our readers and be more relevant to them.”
Tarun Rai, CEO, Worldwide Media, India
3. Information moves at the speed of
now

9. Community building
Brands
Live
events
Social
media
Crowd-
sourcing
Femina
(Worldwide Media, India)
Olivia
(Bonnier, Finland)

10. 4. Experiment with social media
 “Look at social media as streams, not sites. It’s all
about sharing.”
Michiel Buitelaar, COO, Sanoma Digital Media, The Netherlands
 “Facebook played a key role for executing Cake Decorating’s
strategy.”
Alessandro Belloni, CEO, De Agostini Publishing, Italy

11. Social media engagement
Michiel Buitelaar
It’s early days…

12. Social media: real conversion happening
The Facebook conversion path: From likes to subscriptions!
If we attempt to quantify this
• 470,000 FB likes
• 188,000 to the website
• 9,400 new subscribers alone
Cake Decorating
Allesandro Belloni

13. 5. Mobile is an opportunity
 “Leveraging mobile and using it as part of our multi-screen
approach. Going to be pervasive over next 5-10 years”
Bob Carrigan, CEO, IDG, USA
 “For us to stay relevant in consumers’ lives, we have to be
where they are, when they’re there, in the format they
want. The speed at which we make this change has to be
accelerated.”
Duncan Edwards, president and CEO, Hearst Magazines International, USA

14. Google confidential
17$
Minutes/$
Session$
43$
Minutes/$
Session$
30$
Minutes/$
Session$
39$
Minutes/$
Session$
It’s a Multi-Screen World
Google Multi-screen World August 2012
We spend 4.4 hours of leisure time
in front of screens each day
90% of all media interactions are screen based

15. Hearst’s three digital priorities
One
Large-scale free web
Two
Curated tablet
Three
e-Commerce
All on mobile
- Duncan Edwards

16. 6. E-commerce is a legitimate
space for magazines to play in
 "We’re taking baby steps with ecommerce. Know editorial
endorsement is important, but finding right model is key."
Fiona McIntosh, editor-at-large, Grazia International Network, Italy
 "Ecommerce and media require different capabilities.
What are we prepared to commit, and what are the
rewards?"
Paul Keenan, CEO, Bauer Media, UK
 "When it comes to ecommerce, we need to be clear about
the size of competitors we're up against.”
Duncan Edwards, CEO, Hearst Magazines International, USA

17. Others:
Elle Shop (Hearst, Japan)
Grazia Shopping (Bauer, UK)
… //and more
BrandNooz (Burda)
Shop Bazaar (Hearst)
Show Room (Burda)

18. 7. Digital newsstands: it’s not all
about Apple
 "The digital newsstand of the future should promote
discovery. Experiment with social media.”
 “We think a newsstand should be a place where
consumers – particularly mobile – can snack on content.”
Michelle Bottomley, president, Zinio. USA
 “The benefit of a digital newsstand is millions of users
who you are able to cross-sell content to.”
Girish Ramdas, CEO and co-founder, Magzter, USA

19. 8. Advertising in magazines works
 "65% per cent of our readers say that advertising
enhances the enjoyment of a tablet magazine."
Simon Carrington, publisher, Top Gear, UK
 “Magazines are terrific at getting consumers closer to
brands.”
Marius Cloete, head of research, PPA, UK

20. 9. Clicks ≠ success
 “The sweet-spot is where print, digital, web, mobile and
others intersect.”
Glenn Hansen, CEO, BPA Worldwide, USA
 “It's time to do data-driven advertising. Take the data,
create data-driven advertising and optimise it for your
community.”
Denise Colella, president, Maxifier, USA

21. But tech continues to develop
With data
offering deeper
audience
understanding
and insight
Metrics such as
viewability, in-
view time, # and
time of universal
interactions
increasingly to
the fore
Denise Colella
Be prepared for it

22. 10. RTB is the new frontier of
media planning and buying
“Make use of automation. Don’t fear it. It’s super relevant
for you.”
“RTB is the new gold for content AND advertising.”
Joelle Frijters, CEO, Improve Digital, Netherlands

23. Ad tech empowers
50%
of your digital revenue will be programmatic
Joelle Frijters
By 2015

24. WHAT(IS(RTB?(
user visits a
website
ad-call
Real(Time(
Adver@sing(
Technology(
hundreds of
bid request
to buyers
winning
bid ADVERTISERS(
DSP’S(
AD(NETWORKS(
AGENCY(TRADING(DESKS(
OTHER(TRADING(DESKS(
1 view is generated
DATA(
+
hundreds of
bids coming
back
Ad
delivered
1 view is generated
Joelle Frijters
What is RTB?

25. 11. Brands are becoming media
owners
 “Content players in the game are targeting editorial
quality as a key part of the service. You will struggle to
hang on to your people because they will be looking at
your business model and worrying about the future.”
 “We are now in the content creation game alongside our
clients.”
David Pullan, global head of Unilever, Mindshare, UK

27. 12. Mine your natural resources
"Branded content must be: Shoppable, sharable, editable,
actionable, measurable, portable and searchable.”
David Pullan, global head of Unilever, Mindshare, UK
“We've brought our content to life. Digital has furthered
our mission, original how-to information that inspires.”
Ruth Feldman, international editorial director, Martha Stewart Living, USA

28. 13. Innovation excites everyone
 “If you really want to survive as a 21st Century company,
you must innovate.”
 “"The future is both exciting and lucrative...and the
alternative is very bad for your magazine's health.”
 "Innovation is what you become as an organisation.”
John Wilpers, Innovations, USA

29. In summary
1. Re-imagine the corporate structure
2. The consumer is at the heart of the strategy
3. Information moves at the speed of now
4. Experiment with social media
5. Mobile is an opportunity
6. E-commerce is a legitimate space for magazines to play in
7. Digital newsstands: it’s not all about Apple
8. Advertising in magazines works
9. Clicks ≠ success
10. RTB is the new frontier of media planning and buying
11. Brands are becoming media owners
12. Mine your natural resources
13. Innovation excites everyone

30. FIPP – the worldwide magazine media association
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Email: amy@fipp.com
Thank you