#CIMdigital 2014 - David Pemsel
Transcript of #CIMdigital 2014 - David Pemsel
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David Pemsel, Deputy Chief ExecutiveGuardian News & Media
PC
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Our digital journeyConversations began in coffee houses in the 18th century
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72% 65% 63% 59% 44% 2581%
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72% 65% 63% 59% 44% 2581%
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72% 65% 63% 59% 44% 2581%
1996 1999 2010
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72% 65% 63% 59% 44% 2581%
2010
And now…
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81% trust
rating
Source: Ofcom 2013
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Global audience of 100m unique browsers
26.5m
from US
5m from AU
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40% access Guardian content from mobile devices
Source: comscore Multi-platform report, Feb 2014 data
…and our mobile audience is the most engaged of all newsbrand users
5.2 minutes per visit
3.5Minutes:
news brand
average
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72% 65% 63% 59% 44% 2581%
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From anonymous to known
ARPU POTENTIAL £maxAnonymous
Known
Known Member
Direct Revenue
Indirect Revenue
• Sales & Subs
• Advertising
Registration to known
Opt-in to member
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Progressives: Curious Connected Consumers
“I buy new products
before most of my
friends”
14.5 million UK
Progressives
Source: TGI Q1 2014
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Great expectations – the post recession consumer
Brands
New moremindful consumer
Transparent Omnichannel
Storytellers
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72% 65% 63% 59% 44% 2581%
Anticipating and responding tochallenges is in GNM’s DNA
Brands
Progressives
OpenIdeas
Transparent Omnichannel Storytellers
Curious Connected Consumers
OpenJournalism
OpenInnovation
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Time spent
Interaction
Attitudes
Measurable multi-platform behaviours
Trust, Authority,Influence
The whole picture: Engagement
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Data at the heart of engagement
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Audiences Not Platforms
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72% 65% 63% 59% 44% 2581%
8 quarters ofconsecutive adrevenue growth
50% digitalad revenuecontribution
+20% year on year growth in digital revenues
+6% net revenue growth
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72% 65% 63% 59% 44% 2581%
Open journalism gives a more complete picture. And we do it because, if we don’t open ourselves, people will simply do it elsewhere.
Why compete when you can collaborate? It’s better commercially.
Alan Rusbridger