Months to Moments Strategy and Plans for Future Growth. Duncan Edwards, President and CEO

Transcription

1 Months to Moments Strategy and Plans for Future Growth Duncan Edwards, President and CEO

2

3 Perhaps the most exciting time ever to be in the content business.

4 A global, digital and mobile, content business delivering large-scale audiences around well-defined media brands

5 But the old business models for global publishers have to change.

6 We will need new business models in print

7 Consumer demand is the only common and comparable currency.

8 We will need to adopt measurement tools that truly reflect our scale Print + Digital Editions Websites (Desktop/la ptop/ mobile) Video Social Media

9

10 Almost 1 billion young women will have a smartphone in the next 5 years. 940M women 18 34, globally 25% global smartphone penetration about 750 million if the rest of the world looked like US (about 90% of Americans had a smartphone in 2015) Source: emarketer, April 2015 and GfK MRI Spring

11 This unstoppable urge to check the phone forces all media organizations to embrace a high-velocity, news-driven future. The average smartphone consumer checks his/her phone per day Source: Kleiner Perkins Caufield & Byers s annual Internet Trends Report

12 A new group of publishers and platforms are embracing a global media opportunity.

13 Common traits in next-generation platforms Mobile focus High-velocity original content Global platform Native ads Agency services Owned & third-party distribution

14 But building a brand voice takes time

15 Traditional publishers have every right to play and to succeed. Brands loved by consumers and advertisers Global footprint of creators and sellers Profitability and access to capital Clear and differentiated voice in a cluttered world But have to change to do so

16 Months to Moments

17 2005: Evergreen content optimized for search 2015: High-frequency, newsy content optimized for social

18 We started by rethinking U.S. Cosmo 40M 30M PLATFORM RELAUNCH TOTAL UNIQUE VISITORS (UVs) 34M UVs 37M UVs 20M 10M 0M APR-14 JUL-14 OCT-14 JAN-15 APR-15 JUL-15

19 Moved aggressively across portfolio in the USA M SITES PAGES 80 TEMPLATES TO 3

20 Technology, product, content, advertising and distribution are inseparable We need to be in control of the whole experience.

21 ONE Technology Platform Product Team Set of Templates Set of Ad Products

22 Content belongs to Hearst not one title or one country.

23 20% of digital content is shared across magazine sites COSMO U.K. 60k Pvs COSMO U.S. COSMO Philippines 1.6MM Pvs 1.7MM Pvs COSMO Australia 48k Pvs

24 A central news team drives responsiveness and efficiency Created centrally; published on Country Living, Esquire, Good Housekeeping and Woman s Day 6.4M UNIQUES

25 Great new tools for editors

26 In print we are clearly one brand

27 But in digital, our efforts have been fragmented

28

29

30 Global approach to product and user experience COSMO U.S. COSMO U.K. COSMO IT COSMO NL Sugar Scape Prima U.K.

31 30 sites will migrate to the MediaOS platform in 2015 including Cosmo India, Cosmo Japan, Cosmo Taiwan and Digital Spy.

32 Global approach to content Hearst Global Content Generator: More than 20 feeds for Cosmopolitan, ELLE, Harper s BAZAAR, Esquire More than 255 stories available every day 24-hour newsroom Single-source coverage for major stories

33 We distribute our content wherever we can create audiences and sell advertising Instagram Odnoklassniki Youku Snapchat Line WeChat Pinterest Renren Apple YouTube Facebook Our sites

34 Cosmo has found a huge new audience here Snapchat Daily publishing regimen inside Snapchat platform Limited to 11 media brands today Top-tier performer with 3.2M views each day UK & USA geo-managed access

35 Hearst Magazines International s digital footprint is rapidly expanding 350M 300M 250M 200M 150M U.S. UV MONTHLY UVs International UV 130M 111M 215M 329M 100M 74M 50M 0M

36 Cosmo Netherlands shows what is possible! NETHERLANDS COSMO UNIQUE USERS (MILLIONS), JAN 2014 APRIL M April JAN-14 FEB-14 MAR-14 APR-14 MAY-14 JUN-14 JUL-14 AUG-14 SEP-14 OCT-14 NOV-14 DEC-14 JAN-15 FEB-15 MAR-15 APR-15

37 Efficient product + sales culture = significant revenue & profit growth

38 The future is bright Perhaps the most exciting time ever to be in the content business the rest is up to us!

39