MONOMEDIA to MULTIMEDIA - to SMARTMEDIA Thomas Jacob - WAN-IFRA
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Thomas Jacob
MONOMEDIA to MULTIMEDIA
to SMARTMEDIA
www.wan-ifra.org
TODAY’S AUDIENCE BEHAVIOUR HAS CHANGED
• They expect access to content when they
want it, where they want it and in the format
they want it.
• Will gravitate towards the “best-of-breed”
experience for media and services delivery
• Want to be actively engaged in the
communication flow
© 2012 WAN-IFRA | 2
TODAY’S AUDIENCE BEHAVIOUR HAS CHANGED
© 2012 WAN-IFRA | 3
USA Today Consumption patterns
12:30PM
11PM
8:30AM
Source:
Mori
/
USA
TODAY
Audience
Study,
April
2008;
Omniture,
September
2010
© 2012 WAN-IFRA | 4
Bild Consumption patterns
iPhone Desktop / Notebook iPad
© 2012 WAN-IFRA | 5
Different ways to buying decisions
Blogging
Word of Opinion
mouth SMS sites
Podcasting Games
Community
seeding
Search
Mobile
Social Website Buying-
networks decision
Commercial
entertainment
Terrestrial Video-on-Demand
Interaktive TV
TV
Web-
Print media portal
Applications
Sat/Cable TV Radio
Information and Advertising
(control, convenience)
Based on: Initiative Universal Media, Sweden © 2012 WAN-IFRA | 6
Fragmentation of media channels
© 2012 WAN-IFRA | 7
Transforming newspaper companies
MM MMM SM
Mono Multi media, Smart
Media
Multi platform, Media
Multichannel
© 2012 WAN-IFRA | 8
Case 1: Axel Springer
The company Axel Springer was founded in 1946 by the publisher of the
same name and is one of Europe`s leading media companies.
• 170 newspapers and magazines
• Over 60 online offerings for different target
groups
• Active in 36 countries.
• 2010 rev of € 2,893.9 m. EBITDA of € 510.6 m
• 2011 will be even better – despite losses in
one of Axel Springer’s core-segments of print
Courtesy: Gregor Waller, Consultant, Frenemies Consulting, a WAN-IFRA initiative
© 2012 WAN-IFRA | 9
Market Leadership:
Number 1 on the German Print Market
Market share by circulation1)
Market share by adspend3)
With
19%
market
share,
Axel
Springer
reaches
53%
of
the
German
popula7on
Newspapers Magazines Newspapers Magazines
1) Source: Company estimates based on IVW I 2010, paid circulation; weighted market share taking into account different title frequencies
2) Source: ma 2010 Pressemedien I; combined reach among German 14+ year-olds of all covered Axel Springer AG newspapers, magazines and 100% owned subsidiaries
3) Source: Nielsen Media Research; gross adspend, excl. classified ads, supplements and media advertising, 2010 Jan.-Mar, 100% owned subsidiaries and Jahr Top Special Verlag
Courtesy: Gregor Waller, Consultant, Frenemies Consulting, a WAN-IFRA initiative
© 2012 WAN-IFRA | 10Axel Springer in 2004 Axel Springer 2010 Axel Springer‘s vision
digital 2% digital 24%
Europe’s #1 integrated
multimedia company
50 % 50 %
digital print
print 98% print 76% strong brands
Courtesy: Gregor Waller, Consultant, Frenemies Consulting, a WAN-IFRA initiative
© 2012 WAN-IFRA | 11CLOSING THE REVENUE GAP
Conservative newspaper revenue-scenario 2010 – 2020
classifieds -90%
display -30%
sales revenues
depending on
price rises -x%
2010
2011
2012
2013
2014
2015
2016
2017
2018
2019
2020
Courtesy: Gregor Waller, Consultant, Frenemies Consulting, a WAN-IFRA initiative
© 2012 WAN-IFRA | 12CLOSING THE REVENUE GAP
target-CAGR 3%
h
Revenue Gap
Digital ad revenues
g
on media3-sites
f
Digital Mergers
& Acquisitions
Present Digital
e
acitivities
Rev.
Classifieds (d)
Ads Free Sheets (c)
b
Ads Newspapers
a
Distribution Revenues
0
2010
2011
2012
2013
2014
2015
2016
2017
2018
2019
2020
Courtesy: Gregor Waller, Consultant, Frenemies Consulting, a WAN-IFRA initiative
© 2012 WAN-IFRA | 13Axel
Springer’s
digital
landscape
Content Marketplaces Marketing
IdenJfied
acJvity
fields
in
...
„B2B
Ad-‐
„classifieds“
Defined
market:
„journalisJc
portals“
services“
Infotainment News Finance Real Estate AdJobs
Sales
Marketing
-Services
Regional
Consumer Market
Electronics places
Car
Youth/ Music
Sport
Women Jobs
TV
Courtesy: Gregor Waller, Consultant, Frenemies Consulting, a WAN-IFRA initiative © 2012 WAN-IFRA | 14Execution of Digital Strategy
Content Marketplaces Marketing
Infotainment News Finance Real Estate AdJobs
Sales/
Marketing
Regional
Consumer Market Ad Sales/
Electronics Places Marketing
Auto
Youth / Music
Sport
Women Jobs
TV
Courtesy: Gregor Waller, Consultant, Frenemies Consulting, a WAN-IFRA initiative
© 2012 WAN-IFRA | 15Case
2:
Singapore
Press
Holdings
Newspaper-based Content Sites Interactive Sites Internet Classifieds
Content Sites Magazine Sites Search
Services
Mobile Services
Radio Stations
Content
DistribuJon
Outdoor
-‐
WAP
AdverJsing
-‐
SMS
/
MMS
AdverJsing
LocaJon-‐Based
AdverJsing
(LBA)
Courtesy: Geoff Tan, SPH
© 2012 WAN-IFRA | 16SPH:
Integrated
media
marke7ng
Courtesy: Geoff Tan, SPH
© 2012 WAN-IFRA | 17SPH:
Integrated
Media
Approach
• Above-‐The-‐Line
for
mass
reach
• Newspapers
–
The
Straits
Times,
Phase
1
:
Awareness
The
Business
Times
,
Lianhe
Zaobao
• Out
of
Home
–
SPHMBO
digital
network
island-‐wide
• Radio
–
91.3
and
100.3FM
•Targeted
messaging
to
promote
product
benefits
&
price
points
Phase
2
:
Interest
•Online
sites
on
AsiaOne
-‐
from
news
content
sites,
to
UGC
sites,
to
lifestyle
ver7cals
•Online
Classifieds
–
ST701
•Search
portal
-‐
RedNano
• One-‐to-‐one
messaging
with
selling
proposi7on
• Below-‐The-‐Line
placorms
Phase
3
:
• Direct
Marke7ng
with
SPH
Digital
Database
Desire
• eDMs
• Mobile
MarkeJng
• Direct
mail
[inserts/sJck-‐ons]
• Private
Events
or
on-‐ground
acJvaJons
by
SPHMBO
Phase
4
:
Events
Ac7on
• Conversion
of
Ready
Buyers
• Event
to
drive
sales
Courtesy: Geoff Tan, SPH
© 2012 WAN-IFRA | 18Case
3:
A&N
MEDIA
Part of DMGT
FTSE 100 company
with a 2010 turnover of
£1984 million.
Daily Mail
Mail on Sunday
Metro, the free sheet
© 2012 WAN-IFRA | 19A&N Digital Product Line-up
Newspaper Sites
Regional (Northcliffe) National (Associated)
ThisIsBath.co.uk dailymail.co.uk
ThisIsBoston.co.uk mailonsunday.co.uk
ThisIsBristol.co.uk thisislondon.co.uk
ThisIsCornwall.co.uk metrocafe.co.uk
ThisIsDerbyshire.co.uk thisistravel.co.uk
ThisIsDevon.co.uk loot.com Advertising Listing & Databases Digital Publishing
ThisIsEssex.com thisismoney.co.uk
ThisIsExeter.co.uk Recruitment Dating HoldTheFrontPage.co.uk
ThisIsGloucestershire.co.uk jobsite.co.uk loopylove.com headlineHistory.co.uk
ThisIsGrimsby.co.uk londonjobs.co.uk pocado.com Adoption-Net.co.uk
ThisIsHullAndEastRiding.co.uk cityjobs.co.uk girlsdateforfree.com HousePriceMaps.co.uk
ThisIsKent.co.uk top-consultant.co.uk datingforparents.com ThisIsHousePrices.co.uk
ThisIsLeicestershire.co.uk officerecruit.com dreamsdiscovered.com ukplus.co.uk
LichfieldMercury.co.uk conkers.net
ThisIsLincolnshire.co.uk jobs.nhs.uk Motors
ThisIsNorthDevon.co.uk
New Product Dvlopmnt
careersinlogistics.co.uk autoexposure.co.uk
thinkmotors.com
ThisIsNottingham.co.uk secrecruit.co.uk carsource.co.uk
stuff4sale.co.uk
ThisIsPlymouth.co.uk emedcareers.co.uk instantwin4now.co.uk
shopaholics.com
ThisIsRetford.co.uk scotrecruit.com win4now.co.uk
ThisIsScunthorpe.co.uk legalprospects.co.uk voiceinacrowd.co.uk
ThisIsTheSentinel.co.uk productionbase.co.uk theinsurancecentre.co.uk
ThisIsSomerset.co.uk inretail.co.uk findit.co.uk
ThisIsSouthDevon.co.uk retailcareers.co.uk carsbymail.co.uk
ThisIsSouthWales.co.uk opinioniser.co.uk
SuttonObserver.co.uk Property creditcards4now.co.uk
TamworthHerald.co.uk findaproperty.com loans4now.co.uk
ThePostAndTimes.co.uk homesandproperty.co.uk mortgages4now.co.uk
WalsallAdvertiser.co.uk primelocation.com carprices.co.uk
WestGaz.co.uk divadriver.co.uk
WestPress.co.uk
ThisIsBeehive.co.uk
TheRams.co.uk
TheBlueArmy.co.uk
© 2012 WAN-IFRA | 20MAIL
ONLINE
–
PHENOMENAL
GROWTH
© 2012 WAN-IFRA | 21JOBSITE
ENGINE
DRIVING
RECRUITMENT
SITES
ACROSS
THE
GROUP
Courtesy: Kevin Beatty, CEO, A&N Media, presentation at DME2011
© 2012 WAN-IFRA | 22ENGAGING
CUSTOMERS
ACROSS
THE
PORTFOLIO
Courtesy: Kevin Beatty, CEO, A&N Media, presentation at DME2011
© 2012 WAN-IFRA | 23USING
CUSTOMERS
INSIGHT
TO
INCREASE
ARPU
Courtesy: Kevin Beatty, CEO, A&N Media, presentation at DME2011
© 2012 WAN-IFRA | 24USING
PORTFOLIO
APPROACH
IN
A
SMART
WAY
Courtesy: Kevin Beatty, CEO, A&N Media, presentation at DME2011
© 2012 WAN-IFRA | 25Conclusions
Portfolio approach: Identify and segment your
audience and create products tailored to the
segments
Change in mindset. Think like a product company
Leverage the strong brand in print into the digital
space
© 2012 WAN-IFRA | 26Acknowledgements
Kevin
Beahy,
A&N
Media
Gregor
Waller,
Frenemies
ConsulJng
Geoff
Tan,
Singapore
Press
Holdings
Theo
Blanco
© 2012 WAN-IFRA | 27It is not the strongest nor the
most intelligent that survive, but
the most adaptable
–
Charles
Darwin
© 2012 WAN-IFRA | 28Thank
You
Thomas
Jacob
Deputy
CEO
WAN-‐IFRA
thomas.jacob@wan-‐ifra.org
Linkedin:
tjacob1
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