MONOMEDIA to MULTIMEDIA to SMARTMEDIA - WAN-IFRA

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
Word of
mouth
Blogging
SMS
Podcasting
Games
Opinion
sites
Community
seeding
Search
Mobile
Social
networks
Buyingdecision
Website
Commercial
entertainment
Terrestrial
TV
Interaktive TV
Print media
Video-on-Demand
Webportal
Applications
Sat/Cable TV
Radio
Information and Advertising
(control, convenience)
Based on: Initiative Universal Media, Sweden
© 2012 WAN-IFRA | 6
Fragmentation of media channels
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Transforming newspaper companies
MM
MMM
SM
Mono
Media Multi media,
Multi platform,
Multichannel Smart
Media
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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
ma 2010 Pressemedien I; combined reach among German 14+ year-olds of all covered Axel Springer AG newspapers, magazines and 100% owned subsidiaries
Source: Nielsen Media Research; gross adspend, excl. classified ads, supplements and media advertising, 2010 Jan.-Mar, 100% owned subsidiaries and Jahr Top Special Verlag
2) Source:
3)
Courtesy: Gregor Waller, Consultant, Frenemies Consulting, a WAN-IFRA initiative
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Axel Springer in 2004
digital 2%
Axel Springer 2010
Axel Springer‘s vision
digital 24%
Europe’s #1 integrated
multimedia company
50 %
digital
print 98%
print 76%
50 %
print
strong brands
Courtesy: Gregor Waller, Consultant, Frenemies Consulting, a WAN-IFRA initiative
© 2012 WAN-IFRA | 11
CLOSING 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 | 12
CLOSING THE REVENUE GAP
target-CAGR 3%
h
e
Revenue Gap
Digital ad revenues
on media3-sites
Digital Mergers
& Acquisitions
Present Digital
acitivities
b
Classifieds (d)
Ads Free Sheets (c)
Ads Newspapers
a
Distribution Revenues
g
f
Rev.
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 | 13
Axel Springer’s digital landscape Marketplaces
Content
IdenJfied acJvity fields in ... Defined market: „journalisJc portals“ Infotainment
News
Finance
Marketing
„classifieds“ „B2B Ad-­‐
services“ Real Estate
AdJobs
Sales
Marketing
-Services
Regional
Consumer
Electronics
Market
places
Car
Youth/ Music
Women
Sport
TV
Courtesy: Gregor Waller, Consultant, Frenemies Consulting, a WAN-IFRA initiative
Jobs
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Execution of Digital Strategy
Content
Infotainment
News
Marketplaces
Finance
Regional
Consumer
Electronics
Real Estate
Market
Places
Auto
Marketing
AdJobs
Sales/
Marketing
Ad Sales/
Marketing
Youth / Music
Women
Sport
TV
Jobs
Courtesy: Gregor Waller, Consultant, Frenemies Consulting, a WAN-IFRA initiative
© 2012 WAN-IFRA | 15
Case 2: Singapore Press Holdings Newspaper-based Content Sites
Content Sites
Interactive Sites
Magazine Sites
Mobile Services
Content DistribuJon -­‐ WAP AdverJsing -­‐ SMS / MMS AdverJsing Internet Classifieds
Search Services Radio Stations
Outdoor
LocaJon-­‐Based AdverJsing (LBA) Courtesy: Geoff Tan, SPH
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SPH: Integrated media marke7ng Courtesy: Geoff Tan, SPH
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SPH: Integrated Media Approach •  Above-­‐The-­‐Line for mass reach •  Newspapers – The Straits Times, The Business Times , Lianhe Zaobao •  Out of Home – SPHMBO digital network island-­‐wide •  Radio – 91.3 and 100.3FM Phase 1 : Awareness Phase 2 : Interest Phase 3 : Desire Phase 4 : Ac7on • Targeted messaging to promote product benefits & price points • 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 •  Direct Marke7ng with SPH Digital Database •  eDMs •  Mobile MarkeJng •  Direct mail [inserts/sJck-­‐ons] • Private Events or on-­‐ground acJvaJons by SPHMBO Events • Conversion of Ready Buyers •  Event to drive sales
Courtesy: Geoff Tan, SPH
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Case 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
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A&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
ThisIsEssex.com
ThisIsExeter.co.uk
ThisIsGloucestershire.co.uk
ThisIsGrimsby.co.uk
ThisIsHullAndEastRiding.co.uk
ThisIsKent.co.uk
ThisIsLeicestershire.co.uk
LichfieldMercury.co.uk
ThisIsLincolnshire.co.uk
ThisIsNorthDevon.co.uk
ThisIsNottingham.co.uk
ThisIsPlymouth.co.uk
ThisIsRetford.co.uk
ThisIsScunthorpe.co.uk
ThisIsTheSentinel.co.uk
ThisIsSomerset.co.uk
ThisIsSouthDevon.co.uk
ThisIsSouthWales.co.uk
SuttonObserver.co.uk
TamworthHerald.co.uk
ThePostAndTimes.co.uk
WalsallAdvertiser.co.uk
WestGaz.co.uk
WestPress.co.uk
ThisIsBeehive.co.uk
TheRams.co.uk
TheBlueArmy.co.uk
Advertising Listing & Databases
Recruitment
jobsite.co.uk
londonjobs.co.uk
cityjobs.co.uk
top-consultant.co.uk
officerecruit.com
conkers.net
jobs.nhs.uk
careersinlogistics.co.uk
secrecruit.co.uk
emedcareers.co.uk
scotrecruit.com
legalprospects.co.uk
productionbase.co.uk
inretail.co.uk
retailcareers.co.uk
Property
findaproperty.com
homesandproperty.co.uk
primelocation.com
Dating
loopylove.com
pocado.com
girlsdateforfree.com
datingforparents.com
dreamsdiscovered.com
Motors
autoexposure.co.uk
carsource.co.uk
instantwin4now.co.uk
win4now.co.uk
voiceinacrowd.co.uk
theinsurancecentre.co.uk
findit.co.uk
carsbymail.co.uk
opinioniser.co.uk
creditcards4now.co.uk
loans4now.co.uk
mortgages4now.co.uk
carprices.co.uk
divadriver.co.uk
Digital Publishing
thisismoney.co.uk
HoldTheFrontPage.co.uk
headlineHistory.co.uk
Adoption-Net.co.uk
HousePriceMaps.co.uk
ThisIsHousePrices.co.uk
ukplus.co.uk
New Product Dvlopmnt
thinkmotors.com
stuff4sale.co.uk
shopaholics.com
© 2012 WAN-IFRA | 20
MAIL ONLINE – PHENOMENAL GROWTH © 2012 WAN-IFRA | 21
JOBSITE ENGINE DRIVING RECRUITMENT SITES ACROSS THE GROUP Courtesy: Kevin Beatty, CEO, A&N Media, presentation at DME2011
© 2012 WAN-IFRA | 22
ENGAGING CUSTOMERS ACROSS THE PORTFOLIO Courtesy: Kevin Beatty, CEO, A&N Media, presentation at DME2011
© 2012 WAN-IFRA | 23
USING CUSTOMERS INSIGHT TO INCREASE ARPU Courtesy: Kevin Beatty, CEO, A&N Media, presentation at DME2011
© 2012 WAN-IFRA | 24
USING PORTFOLIO APPROACH IN A SMART WAY Courtesy: Kevin Beatty, CEO, A&N Media, presentation at DME2011
© 2012 WAN-IFRA | 25
Conclusions   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 | 26
Acknowledgements   Kevin Beahy, A&N Media   Gregor Waller, Frenemies ConsulJng   Geoff Tan, Singapore Press Holdings   Theo Blanco © 2012 WAN-IFRA | 27
It is not the strongest nor the
most intelligent that survive, but
the most adaptable
– Charles Darwin © 2012 WAN-IFRA | 28
Thank You Thomas Jacob Deputy CEO WAN-­‐IFRA thomas.jacob@wan-­‐ifra.org Linkedin: tjacob1 www.wan-ifra.org