Digital Edition Trends and Reporting PPA Breakfast Briefing. By Patrick Knight and Carola York

Transcription

1 Digital Edition Trends and Reporting PPA Breakfast Briefing By Patrick Knight and Carola York

2 About Jellyfish CoNNect Jellyfish CoNNect was formed late last year following the merger of Jellyfish Publishing and MagazineCloner. We offer publishers: the very best in digital marketing expertise risk-free, CPA fee based subscription marketing multi-platform digital publishing mobile & tablet apps and digital editions integrated digital sales reporting and analysis ABC-accredited & BPA compliant And through our two market leading websites, magazine.co.uk and Pocketmags.com, publishers can promote and sell their print and digital subscriptions to a massive global audience.

3 Today s agenda Apple s changes Impact and recent trends New challenges and how we re facing them Digital Edition reporting Audit

4 Apple changes January Price tier change Loss of US subscription value Loss of UK/European subscribers September Closure of Newsstand Replaced with Magazines and Newspapers category Push into free News, Apple News Impact on discovery Impact upon publisher enthusiasm Growing numbers turned to flat or falling Focusses switched

5 Impact and recent trends Apple changes saw average -20% YoY revenue impact Aware of industry impact at as high as -40% Increasing importance of web/non-app in revenue mix Pocketmags (/web) now sits at 23% of our Top 25 clients revenue Industry-wide the Top 10 ABC titles in fact saw growth Focus of platforms on free news aggregation Launch of Apple News No new titles on Google Newsstand

6 New challenges Changing reading habits Apple changes impact upon momentum + publisher fatigue Falling app download numbers post-newsstand Discovery of content and focus on free news aggregation Reporting and data collation Audit processes

7 Changing reading habits The challenge: Changing device preferences and touchpoints Dominance of smartphone, habitual usage Scanning/ snacking, micro-moments Solutions: Mobile optimised reading PDF deconstructed into responsive articles Snackable, offline content Engagement, retention and revenue Article format available on all platforms

8 Falling App downloads The challenge: Significant hit on app downloads post-newsstand Double edged sword Able to compete versus Have to compete Solutions: App Store Optimization (ASO) Keywords (Sensor Tower) Screenshots and description On-boarding and conversion optimisation Data capture Push notification sign-up Purchase CTA

9 Falling App downloads Vouchering/ sampling Web landing pages Bundling and first issue free

10 Momentum and publisher fatigue The challenge: Little natural momentum, stalling growth/ decline had big impact Effect upon publisher enthusiasm, changed focusses Perception from early days that apps would be found on their own Solutions: Publisher audits App activity Pocketmags activity Web, print and social activity Mobile automation low input, high output Application of Jellyfish marketing opportunities

11 Discovery and focus on free news The challenge: Edition based content is much less suited to share/social Platforms have focussed on free news aggregation Potential leakage points when sending to a paid app Solutions: Quick buy, quick read Opportunity around issue deconstruction Share to article abstracts Pocketmags Discover and Facebook IA App indexing Deep-linking

12 Data reporting and collation The problem: Differing reporting standards, metrics, methods and terminologies Typical app reporting dashboards are built for app developers, not publishers Simple requests take longer than necessary to achieve Solution: Consolidated, multi-platform reporting dashboard Designed for publishers, automating key metrics such as circulation and active subscribers Reading and usage analytics Demo (Edit a couple of screenshots follow)

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17 Audit The problem: Time and resource intensive when combined with previous points Data analyst to collate plus audit process to go through Hard to justify with lower numbers Banding, region and back issue rules need to be adhered to Our solution: ABC accredited and BPA compliant certificate format, every January and July Certificate adheres to rules and can be entered straight into ABC system Apple, Google Play Store, Amazon, Pocketmags and now Zinio, Google Newsstand and Barnes+Noble Now available as a paid stand-alone service Demo

18 Jellyfish CoNNect 2016 Thank you any questions? Jellyfish House 31 London Road Reigate RH2 9SS United Kingdom Follow 18