Becoming more than a publisher, Arne Wolter
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Seite 1
Becoming more than a publisher:Building communities around brands
Arne Wolter, Deputy Chief Digital Officer/Deputy Chief Sales Officer,
Gruner + Jahr AG & Co. KG
Digital Media Strategies, 4-5 March 2014, London
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Seite 2
1 - Print is dead?
No, it isn‘t
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Seite 3
Magazines for these men, …
I LIKE
BEEF!
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Seite 4
… for these women, …
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Seite 5
… for communities of interest
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Seite 6
Magazines for communities of interest
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Seite 7
2 - Content driven websites
Lousy pennies
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Making money with websites
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Seite 9
A specific situation brings…
specific needs &
specific interests
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Seite 10
3 - Apple, Google, facebook,
…
They all need us!
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Content is sexy
We have the beauties,
the content, the brand!
They have the nerds.
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Yes, because we reach the
communities of interest
4 – Can we do ecommerce?
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Seite 13
Lessons learned
1 – Print is not dead
2 – We can make money with
websites
3 – Apple, Google & fb are our
friends
4 – We can do ecommerce
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Seite 14
Group, sharing specific interests
User-View Advertiser-View
Over all channels
What is a community of interest?
field of interest
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Seite 15
Using different channels
I am interested in
…
buy
Multi
media
user
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Seite 16
Living
Women
Family
Food
People & Fashion
News
Science
Economy & SI
Print Digital
Our communities of interest
EXISTING
MAGAZINES
NEW
MAGAZINES
ADDITIONAL
BUSINESSWEBSITES EMAGS APPS
COMMERCE
& SERVICES
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Seite 17
Community
eCommerceAdvertising- one channel
- multi channel
- crossmedia
eMags
Apps
Services
Cooperations…
User
Video content
Social Media
Brands
FOOD
FOOD Cosmos
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Seite 18
Einfach. Lecker.
by Anne Lucas
Anettes kleine Küche
by Annette Leitz
Lusia kocht
by Luisa Gianetti
Budenzauber
by Patrick Kempf
Backen Know-How
by Rike Ditloff
Just vegan
by Nicole Just
Kochen Know-How
by Fabio HaebelKinderteller
by D. von Cramm
Hack‘n‘Roll
by Marc Balduan
To be continued
FOOD COSMOS
Rezepte fürs Leben
cooking classics
G+J video content
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Ecommerce cooperation
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Seite 20
Food
Community of interest FOOD
EXISTING
MAGAZINES
NEW
MAGAZINES
ADDITIONAL
BUSINESSWEBSITES EMAGS APPS
COMMERCE
& SERVICES
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Seite 21
Key drivers for success
learn to understand your communities
think user centric and create great products
offer additional services which fit your CoI
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Seite 22
Becoming more than a publisher:Building communities around brands
Arne Wolter, Deputy Chief Digital Officer/Deputy Chief Sales Officer,
Gruner + Jahr AG & Co. KG
Digital Media Strategies, 4-5 March 2014, London