Future of media is here today. Lessons learned while turning City Magazine into Digital Era
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Transcript of Future of media is here today. Lessons learned while turning City Magazine into Digital Era
Lessons learned while transforming legendary
CITY Magazine to the fastest growing media family City Digital Serial entrepreneur
Ilkka O. Lavas 15.10.2013
Media DigitalizaFon: City Digital How did we jump to Finnish top10
list in 11 months
TransformaFon from suffering print magazine into Growing and Successful City Digital Media Family
Ilkka O. Lavas • Started 1st company 17 years old • 2 books about entrepreneurship • Partner, board member, investor
– PorQolio of 15 businesses – 10+ aquisiFons done – 3 exits
• Young Entrepreneur of the year 2009 in ’Southern Finland’
• 34years, 2 boys, 1 wife, 1343 Y connecFons, 1236 linkedin conns, twi[er @lavas
• ”Guy Kawasaki of Finland”
Скидки круглый год
PorQolio
It all started when we got
research* results that we already reach large age-‐scale of people
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Lesson 1# • Never underesFmate how digitalizaFon affects to the media culture.
• Even your grandmother may be using iPad • Media usage is fragmented • We read curated media rather than single medium
• We follow and consume sites that our friends are suggesFng and linking
Earlier in history 1900-‐ business process: Press –> Delivery –> Consumer DigitalizaFon 2000-‐: JOURNALIST –> CONSUMER
Media fragmentaFon is on our side
Photo: Inside Australia, sculptures by Antony Gormley, Lake Ballard, Western Australia
What is City Digital ?
What City Digital is?
City Digital is family of medias, focusing on quality journalism, City –life and phenomenons. City Digital reaches Finnish digital elite 20-‐45-‐years, who spend all of their money and free time in themselves. City users are active and trendy.
"City Digital on kohderyhmäverkosto, joka keski=yy kaupunkikul=uurin ilmiöihin, vapaa-‐aikaan ja viihteiseen. City Digitalin tavoi=amat käy=äjät ovat noin 20-‐45-‐vuoFaita lapse=omia kaupunkilaisia, jotka kulu=avat rahansa ja vapaa-‐aikansa itseensä. He syövät tänään sitä puuroa mitä sinä haluat huomenna. City Digital tarjoaa perinteisen display mainonnan ratkaisujen lisäksi asiakkailleen yhdessä asiakkaan lähtökohdista toteute=avia sisältömarkkinoinF toteutuksia, jotka medioiden omat "naFivit" tuo=avat. Kiinnostavat sisältömarkkinoinF toteutukset on jae=avissa niin City Digital verkostossa kuin asiakkaan omissa kanavissa."
"City Digital on kohderyhmäverkosto, joka keski=yy kaupunkikul=uurin ilmiöihin, vapaa-‐aikaan ja viihteiseen. City Digitalin tavoi=amat käy=äjät ovat noin 20-‐45-‐vuoFaita lapse=omia kaupunkilaisia, jotka kulu=avat rahansa ja vapaa-‐aikansa itseensä. He syövät tänään sitä puuroa mitä sinä haluat huomenna. City Digital tarjoaa perinteisen display mainonnan ratkaisujen lisäksi asiakkailleen yhdessä asiakkaan lähtökohdista toteute=avia sisältömarkkinoinF toteutuksia, jotka medioiden omat "naFivit" tuo=avat. Kiinnostavat sisältömarkkinoinF toteutukset on jae=avissa niin City Digital verkostossa kuin asiakkaan omissa kanavissa."
City Digital sites:
We need to new thinking. Blue ocean strategy: We are family. Media family.
Growing Media Family is stronger together. We learn from each others.
Business model transformaFon
• 1985-‐2012 • Business: print magazine
• Area: Helsinki, Tampere, Oulu, Vaasa, Local • Customers:
Locals, Finnish AdverFsers • CirculaFon 200k-‐450k
• Visitors on web site 100k • Content creators/journalists: 20
• 2012-‐2013 (11 months)-‐> • Business: Media Family
”the record company of web sites” • Area: Finland, w/ Global startups • Customers:
Local brands, Finnish AdverFsers, Global AdverFsers
• CirculaFon: 1100k / Magazine • Visitors on web: 500k/week • Content creators/journalists: 150
City Digital visitors • Weeks 37-‐40/2013 avg
(TNS Metrix) • Uniques visitors 427 789 • Unique browsers 509 819 • Page views 1 778 858
Lessons #2
Bloggers are new media stars. • Journalists have to learn how people are consuming media
• Power of tradiFonal media is shrinking, #fashion trends are arising from blogs and on streets
• Single blog post can sell more than front page of the biggest naFonal tradiFonal newspaper
in 11 months
TransformaFon from suffering print magazine into Growing and Successful City Digital Media Family
Lessons #3
Anyone can be a mediastar • Anyone can start new media business in minutes • Innovators and entrepreneurs are new mediamoguls
• Need for Media Families ”the record companies of fragmented media ages” arise
City Digital
Cross Media MarkeFng
Mix Online-‐Offline-‐Radio-‐Live-‐Print-‐Venue
Lesson #4
We don’t need tradiFonal TV anymore to create phenomenas. • Online video consuming is growing • Videodisplay adverFsing is more popular • Biggest TV ”channel” is Youtube
City Digital
Organizing Movie nights and great ParFes
We reinvented the process of creaFng City –print Magazine
Online journalism
We publish everything first in our online medias. We measure everything. Likes, shares, comments to know what people want to read.
Printed City
Magazine
Print has limited space. Stories in print are
shortened. Read more online
www.city.fi / uniqueurl
500k weekly
On demand PrinFng 900.000 pcs of printed mags
Co-‐operaFon w/ SummerUP fesFval 30000 guests
New ways for journalism Journalism becomes more visual • We have noFces that ”old-‐school” journalism is not working for
everybody. We need new ways for touching people: • Feelings journalist, creates stories that makes you feel something • Videojournalism is growing fast • Need for new job Ftles, i.e. instagramjournalists, hashtagjournalists,
twi[ercurators and Facebook manager • The more and more media fragments, the more we need curators • Amount of freelancer bloggers is growing • Amount of professional bloggers is growing
We trust in power of the people
and wisdom of crowds.
Think Digi-‐first. DigitalizaFon is on our side.
Media DigitalizaFon is global opportunity
www.citydigital.fi www.ilkkaolavas.com
[email protected] Twi[er: @lavas Facebook: IlkkaLavas Gsm +358 400 997969 www.city.fi/profiilit/lavas/blogi h[p://www.linkedin.com/in/ilkkaolavas