Thomas Jacob MONOMEDIA to MULTIMEDIA to SMARTMEDIA

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1 Thomas Jacob MONOMEDIA to MULTIMEDIA to SMARTMEDIA

2 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

3 TODAY S AUDIENCE BEHAVIOUR HAS CHANGED 2012 WAN-IFRA 3

4 USA Today Consumption patterns 12:30PM 11PM 8:30AM Source: Mori / USA TODAY Audience Study, April 2008; Omniture, September WAN-IFRA 4

5 Bild Consumption patterns iphone Desktop / Notebook ipad 2012 WAN-IFRA 5

6 Different ways to buying decisions Word of mouth SMS Blogging Podcasting Games Opinion sites Community seeding Search Mobile Social networks Commercial entertainment Website Buyingdecision Terrestrial TV Interaktive TV Video-on-Demand Print media Webportal Applications Sat/Cable TV Radio Information and Advertising (control, convenience) Based on: Initiative Universal Media, Sweden 2012 WAN-IFRA 6

7 Fragmentation of media channels 2012 WAN-IFRA 7

8 Transforming newspaper companies MM MMM SM Mono Media Multi media, Multi platform, Multichannel Smart Media 2012 WAN-IFRA 8

9 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 rev of 2,893.9 m. EBITDA of 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

10 Market Leadership: Number 1 on the German Print Market Market share by circulation 1) Market share by adspend 3) 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 10

11 Axel Springer in 2004 Axel Springer 2010 Axel Springer s vision digital 2% digital 24% Europe s #1 integrated multimedia company 50 % digital 50 % print print 98% print 76% strong brands Courtesy: Gregor Waller, Consultant, Frenemies Consulting, a WAN-IFRA initiative 2012 WAN-IFRA 11

12 CLOSING THE REVENUE GAP Conservative newspaper revenue-scenario classifieds -90% display -30% sales revenues depending on price rises -x% Courtesy: Gregor Waller, Consultant, Frenemies Consulting, a WAN-IFRA initiative 2012 WAN-IFRA 12

13 CLOSING THE REVENUE GAP target-cagr 3% Rev. h g f e b Revenue Gap Digital ad revenues on media3-sites Digital Mergers & Acquisitions Present Digital acitivities Classifieds (d) Ads Free Sheets (c) Ads Newspapers a Distribution Revenues Courtesy: Gregor Waller, Consultant, Frenemies Consulting, a WAN-IFRA initiative 2012 WAN-IFRA 13

14 Axel Springer s digital landscape Content Marketplaces Marketing IdenJfied acjvity fields in... Defined market: journalisjc portals classifieds B2B Ad- services Infotainment News Finance Real Estate Ad Jobs Sales Regional Car Consumer Electronics Market places Marketing -Services Youth/ Music Women Sport TV Jobs Courtesy: Gregor Waller, Consultant, Frenemies Consulting, a WAN-IFRA initiative 2012 WAN-IFRA 14

15 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

16 Case 2: Singapore Press Holdings Newspaper-based Content Sites Interactive Sites Internet Classifieds Content Sites Magazine Sites Search Services Mobile Services Content DistribuJon - WAP AdverJsing - SMS / MMS AdverJsing LocaJon- Based AdverJsing (LBA) Radio Stations Outdoor Courtesy: Geoff Tan, SPH 2012 WAN-IFRA 16

17 SPH: Integrated media marke7ng Courtesy: Geoff Tan, SPH 2012 WAN-IFRA 17

18 SPH: Integrated Media Approach Phase 1 : Awareness Phase 2 : Interest Phase 3 : Desire 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 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] Phase 4 : Ac7on Private Events or on- ground acjvajons by SPHMBO Events Conversion of Ready Buyers Event to drive sales Courtesy: Geoff Tan, SPH 2012 WAN-IFRA 18

19 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 2012 WAN-IFRA 19

20 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

21 MAIL ONLINE PHENOMENAL GROWTH 2012 WAN-IFRA 21

22 JOBSITE ENGINE DRIVING RECRUITMENT SITES ACROSS THE GROUP Courtesy: Kevin Beatty, CEO, A&N Media, presentation at DME WAN-IFRA 22

23 ENGAGING CUSTOMERS ACROSS THE PORTFOLIO Courtesy: Kevin Beatty, CEO, A&N Media, presentation at DME WAN-IFRA 23

24 USING CUSTOMERS INSIGHT TO INCREASE ARPU Courtesy: Kevin Beatty, CEO, A&N Media, presentation at DME WAN-IFRA 24

25 USING PORTFOLIO APPROACH IN A SMART WAY Courtesy: Kevin Beatty, CEO, A&N Media, presentation at DME WAN-IFRA 25

26 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

27 Acknowledgements Kevin Beahy, A&N Media Gregor Waller, Frenemies ConsulJng Geoff Tan, Singapore Press Holdings Theo Blanco 2012 WAN-IFRA 27

28 It is not the strongest nor the most intelligent that survive, but the most adaptable Charles Darwin 2012 WAN-IFRA 28

29 Thank You Thomas Jacob Deputy CEO WAN- IFRA ifra.org Linkedin: tjacob1