1st FIPP/VDZ/CEBIT Global Digital Magazine Media 2.0 Conference

Generating Successful Content for Digital Platforms

Dr. Hans Hamer

Publishing Director AUTO BILD Group, Axel Springer AG

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The AUTO BILD Universe: Digital, International and Individualised

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Market Leader

Digital International

Individualised

The world of AUTO BILD

AUTO BILD Group• Largest and Most Successful

Automobile Magazine Brand

• 28 Countries

• 40 Million Readers Worldwide

• 3 New AUTO BILD Editions in 2007

• 3 International Editions of AUTO BILD Allrad

• Global Online Offers

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AUTO BILD

Asia

Indonesia

Thailand

Aserbaidschan

Facts & Figures autobild.de

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online since 1996

4 million visits and 70 million page impressions

1 million unique user

biggest test archive in Europe

- more than 10 000 test reports

- and 100 000 videos, 360° panorama,sounds and pictures

new car configurator

- 5.000 models

- 1,3 million equipment variants

used car market: more than 700 000 classifieds

On-Schedule Targets

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Digitizing the AUTO BILD Brand

1986 1996 2001 2002 2003 2004 2005 2006 20071986

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ANALOGANALOG

DIGITALDIGITAL

BroadbandBroadband

INTERNETINTERNET

1996 2001 2002 2003 2004 2005 2006 2007

AuctionPortal

AUTO BILDBlog

Podcasts

TVTV

autobild.deBroadband

Photo and FilmArchive

Two Years Ago: Separate Content

Print

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Digital

Content Content

Today: Single-Source Content

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MultimediaContent

Print & Digital

Interactivity & Dialog Capability

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AUTO BILD

Advocacy

Request /Company Response

EditorialWrite-Up

Publishing: Print & Online

Reader/User Questions Telephone Email Letter FAX

New CRM System

User-Profiling

Database

80% Response

in 24 Hours

Content Creation & Distribution

• web 2.0 infotainment

• user generated content

• RSS Feeds

• Blogs

• paid content (downloads)

• AND magazines!

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“Content Autobahn” Extended to Mobile

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Service Feature

Used-Car Research Search Agent Alert FAQ Price Index from

Eurotax-Schwacke

MMS Reporter Feature

Spyshots AUTO BILD Image of

the Day: Amusing Day-to-Day Situations

Phase 1: Image-Based

Entertainment Feature

Ringtones Animations Wallpapers Games

Content & Revenues: Audience Poll

“Name-That-Auto” Campaign:

• VW exclusively asked AUTO BILD Readers

to vote the new Golf SUV name

• AUTO BILD used cross-platform to promote the campaign

• Voting conducted by Mail & E-mail

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Crossmedia Content / Promotion with FIFA 2006 World Cup

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PHASE I

Communication Goal:Promote the Hyundai Fleet in the 2006 World Cup

during World Cupbefore World Cup after World Cup

PHASE II

Communication Goal:Promote Hyundai Grandeur participation in VIP Events

PHASE III

Communication Goal:Publicise Hyundai W.Cup Fleet exclusive to AUTO BILD

W.Cup-Countdown Print + Online

Raffle: Last Minute 2006 World Cup Tickets

Displays, Ad Specials + Booklet Online Auction

(6 Grandeur from the W.Cup-Fleet)

Promotion-Notices in Print Final reportage in autobild.de

Cross Platform Benefits: The Best of Both Worlds

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Print High Credibility Competency Low-tech Convenience

Online Interactive Dialogue Real-time

Symbiotic Content Creation

GENEVA 2007 Motor-Show

Perfect Teamwork between Print and Online Editors:

Magazine + DVD Online Photo & Video Gallery On-the-Spot Content

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Growth Driven by Strategic Partners

More Traffic - New Target Groups - More Profit

• Strong Online- Partner Alliance

• Marketplace Content

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