Successful Magazine Successful Magazine Digital Content StrategiesDigital Content Strategies

Building On US Magazines’ ExperienceBuilding On US Magazines’ Experience

Ruth Jarmul

Quantum Media

jarmul@quantummedia.net

www.quantummedia.net

Web 1.0 vs. Web 2.0: Web 1.0 vs. Web 2.0: What’s differentWhat’s differentWeb 1.0Web 1.0 Web 2.0Web 2.0

Revolution in • Communication• Search• News and information delivery• E-commerce

Web 1.0 plus….

Consumer driven

• Social networking

• Information authority

Technology constrained Technology driven

• Broadband • Multimedia

• Multi-platform

Built on visions of IPO’s A real business, driven by growth in audience traffic and ad revenue

What’s NOT new:What’s NOT new:Ad revenue drives the businessAd revenue drives the business

In US, industry online ad revenue is highly In US, industry online ad revenue is highly concentrated, with top 50 companies commanding concentrated, with top 50 companies commanding 95% of on-line ad market of $17 billion95% of on-line ad market of $17 billion. .

0% 20% 40% 60% 80% 100%

% Revenue

Top 10

11 - 25

26 - 50

                                                                                                                                                                                                                                                                                      

US is ahead of most European countries US is ahead of most European countries in broadband penetration, but gap is in broadband penetration, but gap is

projected to close within 5 years.projected to close within 5 years.

USA

What does all this What does all this mean?mean?

Web 2.0 is heading your way.Web 2.0 is heading your way.

The time to plan is now.The time to plan is now.

Magazine digital content is Magazine digital content is successful if it …successful if it …

Leverages your magazine brand Doesn’t cannibalize your brand—unless Doesn’t cannibalize your brand—unless

you decide it shouldyou decide it should Generates revenue and profit Generates revenue and profit Provides long term competitive advantageProvides long term competitive advantage

Your magazine’s market should Your magazine’s market should drive your digital content drive your digital content

strategy.strategy.

Your magazine’s market should drive Your magazine’s market should drive your digital content strategy.your digital content strategy.

MAGAZINE MAGAZINE MARKETMARKET

WEB WEB ADVANTAGE-ADVANTAGE-CONSUMERCONSUMER

PRINT PRINT ADVANTAGE- ADVANTAGE- CONSUMERCONSUMER

WEBWEB

IMPACT ONIMPACT ON

PRINT PRINT REVENUEREVENUE

DIGITALDIGITALCONTENTCONTENT

STRATEGYSTRATEGY

NEWSNEWS Breaking newsBreaking news

InteractiveInteractive

FreeFree

News analysisNews analysis

News brandNews brand

Major decline Major decline unless unless differentiate differentiate print from webprint from web

Breaking Breaking news on web; news on web; more analysis more analysis in printin print

Build mass, Build mass, and, if and, if possible, possible, upscale upscale audienceaudience

Follow best-Follow best-of-class of-class newspapers’ newspapers’ practicespractices

http://www.thenation.com/

Your magazine’s market should drive Your magazine’s market should drive your digital content strategy.your digital content strategy.

MAGAZINE MAGAZINE MARKETMARKET

WEB WEB ADVANTAGE-ADVANTAGE-CONSUMERCONSUMER

PRINT PRINT ADVANTAGE- ADVANTAGE- CONSUMERCONSUMER

IMPACT-IMPACT-

PRINT PRINT REVENUEREVENUE

DIGITALDIGITAL

CONTENTCONTENT

STRATEGYSTRATEGY

TRADETRADE Search efficient Search efficient for information for information retrievalretrieval

Little or noneLittle or none Major decline in Major decline in print ad spendprint ad spend

Offset by web’s Offset by web’s lower lower distribution distribution costs, paid costs, paid content, content, premium ad premium ad ratesrates

Optimize Optimize searchsearch

Analyze value Analyze value of continuing to of continuing to printprint

Monetize visitor Monetize visitor traffic: traffic: consumer and consumer and adsads

http://www.fermag.com

Your magazine’s market niche should Your magazine’s market niche should drive your digital content strategy.drive your digital content strategy.

MAGAZINE MAGAZINE

MARKETMARKET

WEB WEB ADVANTAGE-ADVANTAGE-CONSUMERCONSUMER

PRINT PRINT ADVANTAGE- ADVANTAGE- CONSUMERCONSUMER

WEB WEB IMPACT-IMPACT-

PRINT PRINT REVENUEREVENUE

DIGITALDIGITALCONTENTCONTENT

STRATEGYSTRATEGY

ENTERTAINMENTENTERTAINMENT InteractiveInteractive

MultimediaMultimedia

Leisure time Leisure time activityactivity

Consumer brand Consumer brand advertisers like advertisers like print environmentprint environment

Not much Not much impact yetimpact yet

Use website, Use website, especially especially multimedia, to multimedia, to leverage your leverage your print magazineprint magazine

Build large ad Build large ad traffic, traffic, newsstand and newsstand and subscription subscription salessales

http://www.xxlmag.comhttp://www.xxlmag.com

How to Develop SuccessfulHow to Develop SuccessfulMagazine Digital ContentMagazine Digital Content

Develop a strategy based on your marketDevelop a strategy based on your market Develop revenue sourcesDevelop revenue sources

• AdvertisingAdvertising• CirculationCirculation• E-commerceE-commerce

Analyze costsAnalyze costs• Paid search and other marketingPaid search and other marketing• Ad salesAd sales• Web development and maintenanceWeb development and maintenance• Content Content

Begin profiting Begin profiting from your digital content!from your digital content!

Ruth JarmulRuth Jarmul

Principal, Quantum MediaPrincipal, Quantum Mediajarmul@quantummedia.netjarmul@quantummedia.net

www.quantummedia.net