POMP Forum 2011: Wayne Holder
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Transcript of POMP Forum 2011: Wayne Holder
DIGITAL MAGAZINESDESIGN for SuccESS
‘coNSuMErS ArE LookING for oNLINE MEDIA proDucTS ThAT MorE cLoSELy rESEMbLE TV AND MAGAZINES’Nick Denton, Founder of Gawker Media and internet entrepreneur
‘coNSuMErS DoN’T rEALLy wANT To rEAD TExT, ThEy wANT VIDEoS, ThEy wANT IMAGES, bIGGEr, MorE LAVISh’ Nick Denton, Founder of Gawker Media and internet entrepreneur
‘wE’rE INcrEASINGLy MoVING INTo A worLD whErE pEopLE wANT ENTErTAINMENT AND EMoTIoNAL ENGAGEMENT froM brANDS’John Hegarty, co-founder and worldwide creative officer, BBH
whAT IS ADIGITAL MAGAZINE?
• Magazine websites
• E-zines
• Magazine apps
why pubLISh A DIGITAL MAGAZINE?
• Harnesses interactivity of the web with the engagement of a magazine
• Harnesses interactivity of the web with the engagement of a magazine• Rich media functionality supports data and personalisation
• Harnesses interactivity of the web with the engagement of a magazine• Rich media functionality supports data and personalisation• Measurable, improvements in brand awareness, loyalty and sales
• Harnesses interactivity of the web with the engagement of a magazine• Rich media functionality supports data and personalisation• Measurable, improvements in brand awareness, loyalty and sales• Multiple access points driven by superb content
EMAIL TO A FRIEND
virGiNMeDia.coM
Multiple access points
FACEBOOKeMaiL
BLOGS
DESIGN TIpSfor SuccESS
• The right design for the right medium
• The right design for the right medium
• The right design for the right medium
• Give your audience content they can’t get in print
Toy STory 3
• Use rich media to add value and encourage engagement
• Open a two way conversation
brANDASSETS
• Think brand not medium
SOCIAL MEDIAPriNT
oNLiNe
MOBILE
IMMErSIVE, coNNEcTED ExpErIENcES AcroSS ALL chANNELS: DIGITAL, phySIcAL, MobILE, SocIAL
• Delivery is key. Understand and respect the technology
“ Avoid this rubbish like the plague.
Won’t download - it’s the last time I’ll
buy this mag “
“ The future of print.Without a doubt the best magazine app
on the iPad... “
“ Major bugs.Magazine will not
download. Give me my money back. “
“ SUPERB.The first electronic
format magazine that has convinced me this is the future. “
• Understand your audience. Measure its behaviour
cASE STuDy
Christopher Bibby Direct Marketing Director
Electric! e-zine was an obvious development for the Virgin Media brand, offering sensitivity to the
environment as well as unparalleled potential for interacting with our customer base. Since
its launch it hasn’t disappointed with 28% of the readers directed to the Virgin website in every
issue, with 7% going to a sales page. The unique way we have translated into a digital magazine
makes the overall solution even more compelling from a Virgin Media perspective, and a truly
entertaining communication for our customers
EffEcTIVENESS
Virgin Media E-zine Survey
VIrGIN MEDIA E-zInE SURVEy • 1,300 respondents
• Spent 10 minutes reading!!
• 1 in 3 click through to the Virgin site
• 4% upgraded their Virgin Media package
said they would like to receive the e-zine in the future
agreed the contents were relevant
rated the e-zine as ‘excellent’ or ‘very good’
92%
95%
82%
had a positive online experience reading electric!85%
82%
found the content of the magazine relevant
bE AGILE, opEN To chANGE
INNoVATE, EVoLVE
ENJoy