BILD – From a daily paper to the daily companion in

Transcription

BILD – From a daily paper to the daily
companion in everyone’s life
Capital Markets Day – Berlin, December 11, 2013
Dr Andreas Wiele, President BILD Group & Magazines
Donata Hopfen, Managing Director BILD GmbH & Co KG
BILD achieved three big successful expansions
since its inception
1952
1956
Frequency Expansion
2
Dec. 11, 2013
since 1986
since 1996
Topical Expansion
Digital Expansion
BILD – From a daily paper to the daily companion in everyone's life
Each expansion increased the reach of BILD
significantly
Frequency Expansion
12.2m readers
9.5m readers
Topical Expansion
Digital Expansion
10.9m readers1
22.5m users2
37.6m net reach
Source: best for planning 2013 I, Basis: German-speaking population 14+; AGOF
1 Exclusive readers AUTO BILD incl. AB sportscars, allrad, autotest; COMPUTER BILD incl. CB SPIELE, AUDIO VIDEO FOTO BILD; SPORT BILD
2 User per month bild.de, autobild.de, computerbild.de
3
Dec. 11, 2013
60% of the BILD readers read the newspaper
before 10am
% of readers BILD
0
1
2
3
Night
4
5
6
7
8
9
Morning
10 11 12 13 14 15 16 17 18 19 20 21 22 23
Midday
Source: Buyer-analysis, 2011
4
Dec. 11, 2013
Evening
BILD.de extended the consumption of BILD
content into the afternoon and beyond
% of readers BILD
% of visits BILD.de
0
1
2
3
Night
4
5
6
7
8
9
10 11 12 13 14 15 16 17 18 19 20 21 22 23
Morning
Midday
Source: BILD newspaper: Buyer analysis, 2011; BILD.de: Webtrekk, October 2013 (schematic illustration)
5
Dec. 11, 2013
Evening
Mobile usage expands the BILD brand into the
early hours and late evenings
% of readers BILD
% of visits BILD.de
0
% of visits BILDmobil
1
2
3
Night
4
5
6
7
8
9
10 11 12 13 14 15 16 17 18 19 20 21 22 23
Morning
Midday
Source: BILD newspaper: Buyer analysis, 2011; BILD.de: Webtrekk, October 2013 (schematic illustration)
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Dec. 11, 2013
Evening
As a result, reading time of BILD digital is longer
than of any competitors’ product
Average usage minutes
per visitor per month
x 4.1
x 1.8
45.0 min
24.5 min
11.0 min
BILD.de
Spiegel Online
FAZ.net
Source: ComScore, September 2013
7
Dec. 11, 2013
BILD digital reaches a younger and more
affluent audience
Digital with younger audience
Average age, in years
Digital with higher income audience
Net income per household, in €
+ 25%
- 15y
47.8
48.3
2,565
39.5
2,821
2,400
33.1
Average
Total
Population
Average
Total
Population
Source: best for planning 2013 I; Basis: German-speaking population 14+
8
Dec. 11, 2013
3,004
This successful digital expansion is driven by
brand and editorial power
Digital Expansion
1 Brand Power
2 Editorial Power
9
Dec. 11, 2013
1996
2009
2010
2011
2012
BILD is market leader – in print and digital
1 Brand Power
Daily Newspaper
Reach in m
Sunday Paper
Reach in m
12.2
Mobile
Visits in m
Online
Visits in m
176.4
143.8
9.5
65.8
0.5
1.0
Source: daily and sunday newspaper: MA reach 2013 II; Basis: German-speaking population 14+; online and mobile: IVW, average July 2013-October 2013
10
Dec. 11, 2013
21.5
BILD has more female, young and educated
readers than any other print medium
1 Brand Power
Reach among women
In m readers
Reach among readers with
academic education
In m readers
Reach among 14-29y
In m readers
4.5
0.8
1.8
2.1
2.5
80% more female readers
than the strongest competitors’
women’s magazine
0.7
0.8
Almost three times as many readers
as the leading teen magazine
20% more academics than
Germany’s largest daily quality
newspaper
Source: MA reach 2013 II, Basis: German-speaking population 14+
11
Dec. 11, 2013
BILD is the only newspaper in the world reaching
more people than the most successful TV-Show
1 Brand Power
TV-viewers vs. readers
In m
BILD
7.7
Wetten,
dass..?
12.2
The Sun
8.2
6.7
WSJ
21.9
Coronation
Street
Sources: BILD reach: MA reach 2013 II; Wetten, dass..?: Total reach (+14 years) above 5 shows in 2013 (19.01.-15.11.2013);
WSJ reach: GFK MRI Media Release, Spring 2013; USA TV: Nielsen Television, TV Ratings for Primetime, 2012-2013
12
Dec. 11, 2013
Navy
CIS
2.8
Special edition BILD zur Wahl, 21st of September
1 Brand Power
41m free copies delivered to
all German households
22 advertisers
Net advertising revenue > € 10m
13
Dec. 11, 2013
BILD brand power enhanced digital growth –
thanks to the ongoing credibility of newspapers
1 Brand Power
Adults regard newspapers as the
most credible medium …
… and even more young people
think this way!
German population 14 years old and above1
In %
37
Newspapers
TV
22
TV
17
Radio
17
14
48
Newspapers
31
Radio
Internet
German population 12-19 years old2
In %
Internet
11
1 Source: ARD/ZDF longtime-study mass-communication, 2010 | 2 Source: JIM-study, 2012
14
Dec. 11, 2013
With more than 500 reporters BILD has the
strongest editorial department in Germany
2 Editorial Power
Julian Reichelt, BILD’s war reporter
15
Dec. 11, 2013
The new BILD office in Los Angeles provides
news from 10pm to 6am
2 Editorial Power
BILD Berlin:
6am to 10pm (CET)
BILD Los Angeles: 10pm to 6am (CET)
16
Dec. 11, 2013
BILD is the most quoted news brand in Germany
2 Editorial Power
Quotation ranking in German opinion leader media
Number of quotations, 1-9/ 2013
BILD / BamS
Spiegel
WELT/ WELT am S.
FAZ/ FAZ am S.
Süddeutsche
Handelsblatt
New York Times
Focus
Wall Street Journal
Tagesspiegel
Wirtschaftswoche
Zeit
Guardian
ARD
Spiegel Online
Financial Times
Stern
1,338
1,146
779
671
619
507
403
345
337
294
290
256
251
248
205
192
183
# 14
Source: Media Tenor quotation-ranking, most quoted media, 1-9/ 2013
17
Dec. 11, 2013
BILD power allowed us to increase copy price to
mitigate revenue effect of circulation decline
Average BILD copy price development1
In €
0.69
0.70
0.64
0.65
0.60
0.65
0.58
0.55
0.50
0.48
0.50
0.51
0.45
0.42
0.40
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012 2013
Source: IVW 2002 I – 2013 II
1 weighted average of copy prices by circulation per regional edition (Germany, retail only). Since 2012 II including ePaper. Since 2013 I BILD/ B.Z. Berlin Brandenburg total &
BILD/ B.Z. Germany total
18
Dec. 11, 2013
The ongoing strategy for the BILD portfolio
Continue and strengthen high-quality journalism
Retain and grow the leading position on all platforms
Optimize product, processes and profitability
Drive growth by innovation and brand extension
Establish paid content
19
Dec. 11, 2013
How do we grow?
Premium
Today
20
Dec. 11, 2013
Schematic illustration
Tomorrow
BILD.de’s user base is growing
Unique User in m
16
14.2
14
11.1
12
10
8
6
Jan.
10
May
10
Sept.
10
Jan.
11
May
11
Sept.
11
Jan.
12
May
12
Sept.
12
Jan.
13
Source: AGOF
21
Dec. 11, 2013
May
13
Sept.
13
As innovation leader BILD.de regularly
establishes new products for new target groups
2008 – 2012
22
Dec. 11, 2013
2013
Photo-upload community 1414 launched in
September 2013
Best mission triggered 38k photo uploads in three days
Apps for iOS and Android as
well as a new online presence
BILD sends 1414-reporters on so-called
missions with specific tasks
Missions are incentivized with prizes
23
Dec. 11, 2013
How will we grow further?
Premium
Today
24
Dec. 11, 2013
?
Tomorrow
We grow with BILDplus, our premium segment
Premium
Today
25
Dec. 11, 2013
Tomorrow
On June 11th we launched BILDplus
26
Dec. 11, 2013
Why did we introduce
paid content?
27
Dec. 11, 2013
BILDplus is a revolution for the media
industry in Germany
Establishing a payment culture for editorial content
online and shifting the “free” paradigm of the internet
Objectives
BILDplus
Retaining BILD’s leading position
across all platforms
Establishing a BILD brand subscription; supporting
BILD’s total circulation
Replicating second revenue stream as in the
offline world
28
Dec. 11, 2013
Guiding principles
Commoditized news are free
Added value has a price
This is Plus
Stories that only BILD can tell
Content that is unique to BILD
Content with a clear added value
All App-Products
29
Dec. 11, 2013
Premium content is labelled with the
BILDplus logo on the homepage
30
Dec. 11, 2013
BILDplus content is fully accessible for
active subscribers
31
Dec. 11, 2013
How do we bundle
and price?
32
Dec. 11, 2013
BILDplus brand subscription: The reader pays
only once and uses all BILD premium products
Smart TV
BILD.de
BILD.de
Tablet Apps
Mobile Portal
BILD.de
Smartphone Apps
33
Dec. 11, 2013
Print
There are three BILDplus bundles
€ 0.99
1st month
€ 4.99
per month
€ 0.99
1st month
€ 9.99
per month
€ 0.99
1st month
€ 14.99
per month
34
Dec. 11, 2013
BILDplus supports BILD’s circulation and
combines the online and offline worlds
BILDplus sells newspapers
35
Dec. 11, 2013
BILDplus supports BILD’s circulation and
combines the online and offline worlds
BILDplus sells newspapers
BILD newspaper gives access to BILDplus
36
Dec. 11, 2013
Day pass on
page three of
every paper
The print innovation: With the new inkjet
technology BILD individualizes every single copy
Individualized
day pass for
BILDplus
Lottery:
individualized
illustrations for
sweepstakes and
games
Individualized
winning code for
advertising clients
37
Dec. 11, 2013
BILDplus customers can opt for “BUNDESLIGA
bei BILD”, which launched in August 2013
„BUNDESLIGA
bei BILD“
€ 4.99
+
p. month
€ 9.99
+
p. month
€ 14.99
p. month
+
€ 2.99
p. month
38
Dec. 11, 2013
On all channels: “BUNDESLIGA bei BILD”
Smart TV
BILD.de Online
Bundesliga Smartphone-App
Integration BILD.de Tablet-App
Integration BILD Smartphone App
& BILD.de mobile portal
39
Dec. 11, 2013
Print
O
40
Dec. 11, 2013
How did it start?
41
Dec. 11, 2013
Proof of concept 1: Our technology is working
smoothly
Checkout
Login
Payment
Offerpage
Thank you
42
Dec. 11, 2013
Proof of concept 2: Editorial content triggers
BILDplus sign ups
Since Launch 76% of sign ups were
triggered by content (Web/Wap)
Source: BILD Internal analysis
43
Dec. 11, 2013
Proof of concept 3: Following the introduction of
BILDplus, BILD.de’s reach is stable
Unique User in m
2012
13.5
13.7
13.1
12.3
February
12.3
March
12.7
April
2013
Introduction of BILDplus on June 11th
14.2
13.0
May
14.0
13.0
June
14.2
13.7
12.9
July
12.9
August
Source: AGOF
44
Dec. 11, 2013
14.2
13.2
September
Proof of concept 4: …
…before BILDplus we did not know who our readers were…
45
Dec. 11, 2013
Now we know our clients and we keep them
46
Dec. 11, 2013
THE ultimate proof of concept: The numbers!
Subscribers in thousand
152,493 fully paying subscribers
after 6 months
152
140
118
86
46
June
August
Source: BILD Digital BI
47
Dec. 11, 2013
September
October
Web, mobile, app, subscribers / bundles Deutsche Telekom AG & Vodafone, no trial users
November
December 5th
Compared to international paid content best
practices, BILDplus hit a strong start
Digital reach at start of paid content model
Number of digital subscriptions after the first 6 months
14.0m
8.2m
43.9m
6.4m
1.1 %
0.6 %
50k
47k
Digital
Subscriptions
Jun 2013
0.8 %
324k
152k
Unique
Users1
0.7 %
Unique
Users2
Dec 2012
Digital
Subcriptions
Unique
Visitors3
Digital
Subcriptions4
Feb 2011
Unique
Visitors5
Digital
Subcriptions6
May 2010
1) AGOF, June 2013; 2) AGOF, December 2012; 3) Comscore February 2011, received from Poynter, published 01/25/2012; 4) Digital Subscriptions received from New York Times
Online, published 10/21/2011 5) Comscore, May 2010, received from Techcrunch, published 11/02/2010; 6) Digital Subscriptions, received from paidContent, published 11/02/2010
48
Dec. 11, 2013
We met and even outperformed market
expectations
W&V
„If one to two percent of the users paid, it would work. In the case of BILDplus,
this would roughly be 100 – 200 thousand paying subscribers.“ 2
1) Interview with media expert and CEO of Kircher & Robrecht, Marco Olavarria, August 8th, 2013 | 2) Werben & Verkaufen, 41/2013, Hoffen auf den Erfolg von
Springer‘s Paywall | 3) Kirchner + Robrecht GmbH management consultants, August 2013
49
Dec. 11, 2013
We have met our goals
Establishing a payment culture for editorial content
online and shifting the “free” paradigm of the internet
Objectives
BILDplus
Retaining BILD’s leading position
across all platforms
Establishing a BILD brand subscription;
supporting BILD’s total circulation
Replicating second revenue stream as in
the offline world
50
Dec. 11, 2013
Goals for next year
Continuing the establishment
of paid content online
Maintaining market
leadership on all channels
2014
Growing video reach
Strengthening innovation
leadership
51
Dec. 11, 2013

BILD – From a daily paper to the daily companion in

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