Ringier Axel Springer Poland

Transcription

The path from traditional media company to
digital media company
Jovan Protic- Group Publishing Director
Jun
23
2014
Ringier Axel Springer was born out of two leading media companies with
strong boulevard expertise
History & Background
Ringier Axel Springer Media AG is a joint venture founded by Ringier AG and
Axel Springer AG to bundle their international activities in CEE
The company started operations in July 2010 and is based in Zurich
The two parent companies are each holding 50% of the joint venture
CEE
The company comes with a long experience and an excellent network in CEE,
successful business has been made since the early 1990s
The company comprises activities in PL, SK, RS and HU(activities in CZ have
been sold)
With more than 100 online and print offerings RASMAG is the region’s market
leader in the segment of widely circulated tabloid dailies and one of the biggest
magazine publishers
2
October
2014
Ringier Axel Springer Media AG
The JV benefits from boulevard expertise of both mother companies
Ringier AG
Print
Online
720’000 readers
Mobile Apps
3.822 mio unique clients/month
1.778 mio unique users/month
848’000 readers
779’000 readers
Blick News app (iOS):
137’000 clients/month
Blick mobile site: 1.189
mio unique clients/month
Overall Blick reaches approx. 3 mio people per week
3
October
2014
MACH Basic 2013-2 Gesamt-CH, Net-Metrix Profile 2013-2, Net-Metrix Audit Jan/Feb 2014
Axel Springer SE (1/2)
4
October
2014
Axel Springer SE (2/2)
5
October
2014
Ringier Axel Springer Poland
Portfolio Overview
3 newspapers & their supplements
Newspapers
12 magazines
Magazines
Over 10 online sites & a growing number of apps
Online
&
Apps
6
October
2014
Ringier Axel Springer Slovakia
Portfolio Overview
2 newspapers & their supplements
Newspapers
9 magazines
Magazines
Online
&
Apps
7
October
2014
Ringier Axel Springer Serbia
Portfolio Overview
3 newspapers
Newspapers
8 magazines
Magazines
Online
&
Apps
8
October
2014
Market leader in print boulevard in all 3 joint venture-countries
Poland
♯1
Reach
1’550’000
PL
SK
Serbia
Slovakia
SC
110‘000
Reach
812‘000
Reach
812‘000
Data from 1-12 / 2013
October
2014
♯1
SC
120‘000
♯1
9
SC
339’000
RS
Our vision founded in 2012:
Becoming the leading digital
media company.
Our vision founded in 2012:
New vision brought cultural shock:
•
•
•
•
•
•
All our journalist needed to start thinking about digital channel,
Our management teams needed to dedicate more budgets and time to digital,
We needed to hire digital natives,
We needed to educate existing employees,
We needed to position ourselves as a good investor in digital field,
We needed to establish true digital culture…
Our approach:
Establishing the digital culture
Digitizing
print
portfolio
12
October
2014
Acquiring/d
eveloping
reach
leaders
Acquiring/d
eveloping
digital
classifieds
and lead
generation
business
Our approach:
Step 1: digitizing print portfolio
Establishing the digital culture
Digitizing
print
portfolio
13
October
2014
The best(established) cases in Europe(2012):
Brand in online world
Strong
Strong
Strong
Strong
Habit
Strong
Strong
Strong
Strong
Amount of content
Large
Large
Very large
Large
Time to market(news)
Fast
Very fast
Very fast
Fast
Variety of
content/services
Large
Very large
Moderate
Very large
Quality of content
High
Very high
Very high
Moderate
SEO
Moderate
Moderate
Moderate
Moderate
Facebook
Bad
Bad
Bad
Good
Web layout/estethics
Good
Bad
Bad
Good
Web
layout/functionality
Good
Very good
Very good
Good
Advertising
Moderate
Moderate
Low
Low
14
August 2011
The raising stars(from not existing to some of the most
important):
- Unique content
- Network of contributors
- Functional layout
- Total integration with Social
networks(Reddit, twitter,
Facebook)
- Quality content
- Speed
- Large production
- Facebook
integration
- Massive Facebook
promotion
- Quality content
- Speed
- Unique content
- Facebook
integration
- Massive Facebook
promotion
Social networks are in center of attention both as content source and
content distribution channel.
15
August 2011
Key Success Factors for growth:
High
importance
Habit/ Online
Brand
Build first
Amount of
content/ variety
Web layout
Content
Time to market
Content
distribution
Quality of content
Build second
SEO
16
August 2011
Social media
Technology
Advertising
Digital journalism evolution within RAS Media AG

2012 - Newsroom ver 1.0. - Integrated newsroom



2013 – Newsroom 2.0. – Video/Social/Mobile newsroom

All newsrooms start with video production,

Strong push towards social,

Strong mobile presence,
2014- date - Newsroom 3.0.- Digital first newsroom

17
Print and online editorial combined in one
Reverse the news production flow
August 2011
Newsroom ver 1.0 (2 years ago)

Challenge # 1. The physical integration of newsrooms

Rebuild the office, forget the walls, so people don’t hide in small rooms

Dismount the online and print structure, make editors equal

Mix print and online forming new departments responsible cross channel
Fakt old editorial office
18
August 2011
Fakt Newsroom

Challenge # 2. Technical unity

Removal of any tech obstacles

Creation of one text input tool, a single print/online cms/interface from CMS to Woodwing

Leave just few channel specialists with designated tools
Challenge # 3. A mental change


Reestablish the role of the department chief

Empower the online content manager/the online chief editor

Make your “old” online staff introduce internet to the “old” print editors
The chiefs of departments came under big preassure. Not only they had to cope with
print needs but were also responsible to provide manpower for online needs!
19
August 2011
Challenge nr 4. Constant coaching


Give everybody a chance to be a digital journalist

Remind from the start that online has no deadlines

Give easy ways to see how your site performs
Statistics shown in easy way
Key Principles:
Not everybody will be able to work in news environment but, everybody deserves a chance
The first and biggest mindset change is the need to work on Saturdays and early morning
From the start teach people to understand how their articles perform on the web, give simple
tools before telling them to use Google Analytics
20
August 2011
Blic/Blic.rs( ver 1.0.) after the integration
21
August 2011
22
August 2011
11.2011
Source: Megapanel
02.2013
01.2013
12.2012
11.2012
10.2012
09.2012
08.2012
07.2012
06.2012
05.2012
04.2012
03.2012
02.2012
01.2012
12.2011
02.2014
01.2014
12.2013
11.2013
10.2013
09.2013
08.2013
07.2013
06.2013
05.2013
04.2013
3 000 000
03.2013
0
01.2011
02.2011
03.2011
04.2011
05.2011
06.2011
07.2011
08.2011
09.2011
10.2011
RU Fakt.pl
3 500 000
Newsroom integration – April 2012
2 500 000
2 000 000
1 500 000
1 000 000
500 000
23
August 2011
Source: Interanl data
04.2014
03.2014
02.2014
01.2014
12.2013
11.2013
10.2013
09.2013
08.2013
07.2013
06.2013
05.2013
04.2013
03.2013
02.2013
01.2013
12.2012
11.2012
10.2012
09.2012
08.2012
400 000
07.2012
06.2012
05.2012
04.2012
03.2012
02.2012
01.2012
FAKT - sold circulation
450 000
Newsroom integration – April 2012
350 000
300 000
250 000
200 000
150 000
100 000
50 000
0
Newsroom ver 2.0 (just now)
Challenge # 1. Premium
content in online


Create a publishing policy, start
1000
800
the flow with online topic
600
presentation
400
Make online content – premium
200
content – unique

Weekly content production - fakt.pl
Make more content for online
needs
0
1
3
5
7
9
11
13
15
17
19
21
23
25
27
29
31
33
35
37
39
41
43
45
47
49
51
53

Newsroom ver2 (2014)
Newsroom ver1 (2013)
No Newsroom (2009)
Poc count weekly showing the difference of the old world and the two
newsroom stages
24
August 2011

Challenge nr 2. Do digital only (when needed)
▪
A newsroom reporter is a video reporter
▪
Live coverage not known in print journalism is a must nowadays
▪
Thinking mobile, enriching our mobile presence
The old style „light”
mobile site
25
August 2011
The new „rich” mobile
experience
Change of layouts and development of mobile in RAS Slovakia
Čas.sk
26
August 2011
Mobile version Čas.sk
Application Čas.sk
Challenge # 3. Get social

Ringier Axel Springer Poland FB fans
▪
Involve all into the social world
1200000
▪
Use Facebook as a distribution
1100000
channel, but obey with its rules
1000000
▪
1185980
900000
Some journalist should become
800000
Social Ninjas, but hire social
700000
natives also
600000
606958
500000
4.14
3.14
2.14
1.14
12.13
11.13
10.13
9.13
8.13
7.13
6.13
5.13
4.13
3.13
2.13
1.13
400000
Social strategy effect. Arytmetic sum of all RASP profiles, doubled YOY
•
•
27
Not everybody will be a webTV star, but most of our journalists can be a social
journalist stars.
Social gives a big chance for our journalists to become „journalist as a brand” .
August 2011
Challenge # 4. Enrich the offer

▪
Use the chances, teach and
learn SEO
▪
Make viral pieces, curate content
▪
Involve contributors
Main principles:
- SEO is not an enemy
- Constantly search the web for inspiration
- Make articles that you would share
yourself
- Open up to crowd-journalism, put nonnewsroom content on your site
28
August 2011
Content curation and search for the viral stuff
Group wide social initiative : Cross country curation
team
Analyzing content and pushing
newsletters to the country teams
Lead curators: 3 social
media specialists
Discovering content
and shouting
Curation team
RASP: 3
content
managers
Curation team
Onet: 3
journalists
Curation team
Serbia: 4 web
editors
Curation team
Slovakia: 2
online EIC
WHY?
• Every country already performs curation tasks on daily bases(english sites),
• By having unified team we significantly speeded up content time to market,
• We freed more time for curation of local content
29
October
2014
Group wide initiative 1: Cross country curation team
The process flow and tool used
2
1
3
1. When team members in countries discovers a
good piece of content they just needs to click on
the bookmarklet and a popup will show on the
right.
2. Use of the bookmarklet will easily show the
stats of the links and give simple way to “shout”
about good content.
30
October
2014
9. Newsroom Development & Editorial
3. Country teams can
“shout” with this link
directly from the
bookmarklet (using the
megaphone icon)
Group wide initiative 1: Cross country curation team
The process flow and tool used
Faceme tool
Newlsetters
Curation team
6
5
4
5. The team of curators
uses the tools to analyse
the best “shouts” and
content automatically
discovered as viral on
selected web sites.
6. The team creates the
newsletters for our teams
in the countries.
4. All “shouts” are
structured
in the right bar of
October
the 31Face2014me tool
Social media initiatives and growth:
18000000,00
16000000,00
14000000,00
12000000,00
Onet.pl 8X
Onet.pl_social
10000000,00
Fakt.pl_social
Cas.sk social
8000000,00
Aktuality.sk social
Blic.rs
2.5X
Blic.rs social
6000000,00
4000000,00
Cas.sk 4X
2000000,00
Fakt.pl 2X
0,00
32
October
2014
Our approach:
Step 2 M&A
Acquiring/d
eveloping
reach
leaders
33
October
2014
Acquiring/d
eveloping
digital
classifieds
and lead
generation
business
Acceleration of digitization through acquisition of Onet.pl

Leading Polish online portal with strong user engagement,
highest brand awareness and best-in-class monetization

Unique user: 13.5m / Visits: 157m / Reach: 70,2%

2nd largest web property in Poland after Google
Most users…
Editoral
Content
News, Sport,
Business,
Movies, etc.
34
October
2014
…little traffic
UGC
eMail
Blogging
platform
eMail service
Classifieds/
Directories
Dating
VoD
Zumi #2
Sympatia Premium
maps service biggest online video platform
dating
other
Games
eCommerce
Other
Portfolio of
80+ online
games
Partnership
with allegro
Hosting
Acquisition of Azet.sk number 1 on the Slovak Internet

The portals of Azet Group are visited by more than
851.000¹ Internet users daily (in average) and more
than 2.876.000¹ users monthly, representing more
than 80,5% of users of the Slovak Internet.

Unique user: 2,86m / Visits: 82m / Reach: 81,1%*

The largest Internet operator in Slovakia
Portfolio
Community
portals
News and
Magazines
Pokec.sk
Aktuality.sk
Cas.sk
Sport.sk
Diva.sk
Lesk.sk
Najmama.sk
Zivot.sk
Cestovanie.sk
Badman.sk
Adam.sk
Zive.sk
Mobilmania.sk
Dobruchut.sk
Fotoalbumy.sk
Videoalbumy.sk
35
October
2014
Advertising and
Business
Products
l
Zoznamka.sk
Azet Katalog
Autobazar.sk
Bazar.sk
Nehnutelnosti.sk
Byty.sk
Novostavby.sk
Nawebe.sk
Zlavy.sk
Services
Azet E-mail
Slovnik.sk
Azet Mapy
Minihry.sk
Tahaky-referaty
Vtipy.sk
Kalendar.sk
Horoskopy.sk
Tivi.sk
Did we fulfill our vision?
36
October
2014
Our portfolio: Poland
Market leadership in main segments
Category
Position
Market
share
Reach (RU)
share
News
#1
47%
9,1 mln
Sport
#1
47%
6,0 mln
Technology
#1
35%
6,0 mln
Business
#1
34%
4,8 mln
Travel
#1
24%
2,5 mln
Lifestyle
#2
46%
9,1 mln
Entertainment
#2
41%
9,3 mln
Automotive
#2
40%
3,6 mln
Our portfolio: Serbia
RAS as Market leader in All segments
Category
Position
Market share*
Reach (RU)
share*
News
#1
58%
1,8 mio
Sport
#1
19%
0,6 mlo
Travel
#1
5%
0,9mlo
Women
#1
28%
0,2 mlo
People
#1
11%
0,3 mlo
Youth
#1
18%
0,6 mio
10%
na
Classifieds
Source: Gemius Audience, August 2014
38
Oct 2014
#1
Company heavily transformed within 18 months through portfolio
transformation
JV pro forma
JV pro forma
10 / 2012
5 / 2014
Portfolio Transformation
+
Acquisition in Nov 2012
Portfolio
Sold in 04/2014
+
8%
Revenue
Share
Print vs.
Digital
92%
33%
Revenue
67%
Print
Print
Digital
Digital
6%
EBITDA
EBITDA
52%
94%
48%
Print
Print
39
October
2014
Digital
Digital
Market leader in online reach in all 3 joint venture-countries
Poland
♯1
Real
user
14m
Market
reach
70%
PL
SK
Serbia
Real
user
1.9m
Market
reach
57%
Data from 1/2014
October
2014
Slovakia
Real
user
3.0m
♯1
40
♯1
RS
Market
reach
81%

Ringier Axel Springer Poland

Transcription

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