Months to Moments Strategy and Plans for Future Growth original content Global platform Native ads...
Transcript of Months to Moments Strategy and Plans for Future Growth original content Global platform Native ads...
A global, digital and mobile,
content business delivering
large-scale audiences around
well-defined media brands…
We will need to adopt measurement tools that truly reflect our scale
Print + Digital
Editions
Websites (Desktop/la
ptop/ mobile)
Video Social Media
100 200 300 400 500 600 700 800 900 1.000
940M women 18 –34, globally
25% global smartphone penetration
about 750 million if the rest of the world looked like US 18 –29 (about 90% of Americans 18 –29 had a smartphone in 2015)
Almost 1 billion young women will have a smartphone in the next 5 years.
http://www.pewinternet.org/fact-sheets/mobile-technology-fact-sheet/ Source: eMarketer, April 2015 and GfK MRI Spring 2015
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
Mobile focus
High-velocity original content
Global platform
Native ads
Agency services
Owned & third-party distribution
Common traits in next-generation platforms
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
Traditional publishers have every right to play… and to succeed.
But have to change to do so…
2005: Evergreen
content optimized for search
2015: High-frequency, newsy content
optimized for social
TOTAL UNIQUE VISITORS (UVs)
APR-14 JUL-14 OCT-14 JAN-15 APR-15 JUL-15 0M
10M
20M
30M
40M
We started by rethinking U.S. Cosmo…
PLATFORM RELAUNCH
34M UVs
37M UVs
Technology, product, content, advertising and distribution
are inseparable…
We need to be in control of the whole experience.
20% of digital content is shared across magazine sites
COSMO Philippines
COSMO U.S.
COSMO Australia
COSMO U.K.
1.6MM Pvs
60k Pvs
1.7MM Pvs
48k Pvs
A central news team drives responsiveness and efficiency
Created centrally;
published on
Country Living,
Esquire, Good
Housekeeping
and Woman’s Day
UNIQUES
6.4M
Global approach to product and user experience
COSMOU.S.
COSMOU.K.
COSMO IT
COSMONL
Prima U.K.
Sugar Scape
30 sites will migrate to the MediaOS platform in 2015 —
including Cosmo India, Cosmo Japan, Cosmo Taiwan and Digital Spy.
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
Our sites Facebook YouTube
We distribute our content wherever we can create audiences and sell advertising
Apple Snapchat Instagram Pinterest WeChat Line Youku Odnoklassniki Renren
Cosmo has found
a huge new audience here
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
Snapchat
Hearst Magazines International’s digital footprint is rapidly expanding
MONTHLY UVs
2011 2012 2013 2014 2015 0M
50M
150M
200M
250M
300M
350M
74M 100M
111M 130M
215M
329M U.S. UV International UV
Cosmo Netherlands shows what is possible!
NETHERLANDS COSMO UNIQUE USERS (MILLIONS), JAN 2014 – APRIL 2015
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
0.2 0.2 0.2 0.2 0.3
0.7 0.7
0.5 0.6 0.6
0.9 0.9
1.3
2.0
3.0 3.0
3M April 2015
The future is bright…
Perhaps the most exciting time ever to be in the content business…
…the rest is up to us!