The 10 Most Important Trends in the Magazine Media Industry · FIPP.com | @FIPPworld The 10 Most...

FIPP.com | @FIPPworld

The 10 Most Important Trends in the Magazine

Media Industry

Chris Llewellyn President & CEO FIPP@ Locarno 8.6.16


Training

Insight

Events


1 Drivers of transformation


Embrace chaos


Culture = the most important factor in change

Peter Kreisky (from interviews with 15 CEOs)


Culture = the most important factor in change


1. Disrupt strategically 2. Bring the audience inside 3. No silos, foster collaboration & empower teams 4. Communicated with purpose, effectively

Within this, 4 broad themes


Disrupt strategically


Bring the audience inside


No silos, foster collaboration & empower teams

Break down walls, literally (move into high-energy work spaces)


Communicate clear purpose, effectively

http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=0ahUKEwj_s-i0kZjNAhWShRoKHUBOD6IQjRwIBw&url=http://www.adweek.com/fishbowlny/hearst-corporation-drops-corp/358892&psig=AFQjCNHKf-xrdEDVSSr-P4Un_a7zKv4iBg&ust=1465465165208022


2 Technology is a strategic media resource


Now (Tech is a highlighted in presentation after presentation)


16

Kadokawa’s content creation ecosystem

Communication

Media

Community Content

Manufacturer

specific

concepts

Stro

ng

co

mp

lem

en

tary

rela

tion

sh

ip

Analog platform including bookstore and kiosk

(People, things, money, information)

Emergence of a social community through co-ownership and sharing

Aims and complementary relationship resulted from the business merger of KADOKAWA and Dwango

Dwango’s content creation ecosystem (Nico Nico Douga)

Digital

communication

Digital media

Digital community Digital content

IT technology

user-generated

content (UGC)

specific

concepts

Digital platform including PC and Mobile device

(People, things, money, information)

Now KADOKAWA has become a publisher with 400 in-house IT engineers


3 Follow the constantly changing consumer


Ben Martin, comScore

Changing consumption


3 broad themes

1. We are mobile 2. Rise of social platforms 3. Play is in a visual world


We are mobile

“7.2 billion people on the planet; 6.1 billion have cell phones (4.5 billion have running water) … And the average mobile phone user checks their phone 100 x a day.” – Joe Ripp, Time Inc.


And you have seconds to engage

Average Attention Span Has Dropped From 12 Seconds in 2000 to

8 SECONDS in 2013

(this is 1 second less than a goldfish)

- Joe Ripp, Time Inc.


Rise of social platforms

Yulia Boyle, National Geographic


4 Data capabilities and CRM opportunities


Enhance your data capabilities


CRM-driven monetisation

Lena Yang, Hearst China

E.g.


5 Content matters


A most exciting time

“This is perhaps the most exciting time ever to be in content” – Duncan Edwards, Hearst Magazines

International


Take a look at National Geographic 730 million people per

month through all platforms



Drivers of great content UX



But the game has changed

In the past the role of an editor was like that of the cox, calling the shots. Today it’s very different. It’s more like spinning a number of plates. And sometimes,

some of those plates break…

- Olivier Royant, Paris Match

http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&uact=8&ved=0ahUKEwiX8qSpvMzJAhXLWhoKHW7bDGQQjRwIBw&url=http://www.theage.com.au/olympics/news-london-2012/crews-have-problem-with-roar-emotion-20120731-23d32.html&bvm=bv.109332125,d.dmo&psig=AFQjCNEenLdiCGwMzW71SR1ToZZrcQRj7w&ust=1449671225715473


6 Creative storytelling creates impact


Creativity as a business asset

Rob Dembitz, Cannes Lions

“The value of creativity, now, is the highest it has ever been. When you’re more creative you get

more share of voice, you get more share of funnel and that follows through to more sales. These

companies (Cannes Lions winners) , they want to be ground breaking, they want to be shareable. It

creates competition internally, and we’ve found this is infectious. Winning is infectious.”


7 Cross-border business has changed. Or has it?


The changing cross-border model

Old model

• Brand-led

• Print-based

• Driven by licensor

New model

• ‘Easiest way in’

• Content & business model driven

• Digital first

• Driven by licensee

• Multiple revenue streams

John Cabell, Cue Ball LLC


8 Verticals: exploit the full market opportunity


Working the full ecosystem

Tom Bureau, Immediate Media Co


Working the full ecosystem

£30 million

£10 billion

E.g.


9 A word about print


According to global research

40.1 39.2

18.15 19.5

2.7 7.6 7.9 6.4

16.9 13.7

7.0 6.8 6.9 6.3 0.6 0.5

2013 2016

0

10

20

30

40

50

TV Desktop Internet Mobile Internet

Magazines Newspapers Outdoor

Global share (%) of ad spend, by medium

Zenith Optimedia

2013 – 2016: Magazines: 1.5 per cent decline

Magazines are losing ground


Evidence to support a different reality

Drawn from 150+

studies around the

world Presented, analysed discussed

at FIPP IF&A

RF&A = FIPP’s annual Research Forum and Awards

FIPP.com | @FIPPworld Source: The Rules of Attraction Study 2015 wave 2 Proportion of respondents who associate different media with each word of phrase

61% Gives me

ideas

Internet 57% TV 25%

Newspapers 16%

Newspapers 40% TV 28%

Radio 24%

TV 48% Newspapers 50%

Radio 26%

41% Useful

39% Educational

CONSUMERS TURN TO MAGAZINE MEDIA FOR IDEAS

FIPP.com | @FIPPworld Source: Moments that Matter 2015

LEISURE INFORMATION REWARD SHARING CONNECTING


SALES

Magazines had highest ROI in a 2012 UK Study

Source: Mindshare/Ohal, Magonomics, UK, 2012

ROI index by medium, aggregated from 77 FMCG campaigns

167

150

137

103

99

97

60


SALES

And in 2014 a Dutch Study showed magazines had the best ROI’s

Source: GfK Meta study, Magazines.nl, The Netherlands, 2014

130

120 110

90

60


A few final thoughts


10 Follow the money


We need to change the conversation

Business Week - Debate

Nymag.com

Economist

Guardian

Fewer of these headlines More of these headlines

Digiday


How engagement with ‘readers’ has changed

Time Inc. (UK) … now connecting with consumers in more places than ever

250 million

# of interactions across 60 brands per

year

8 - 10

# of interactions per second


Change the conversation

Duncan Edwards, Hearst


Director of Insight – Group M Head of Research – IPG Head of Intelligence – Havas Research Director – Starcom


“Quality independent audits are still essential.”

“Still need standard measurement tools to trade on – even if it’s apples and pears.”

“Circulation is still important but is no longer used as a single source.”

Definitions are always a dispute - we want to see more collaboration

“We want reliability and consistency.”

The pre-occupation is a cross-platform solution that demonstrates reach & frequency from a single source.

What they said


In the UK, the Publishers Audience Measurement Company, a JIC that replaces NRS, is in fieldwork with a launch Due in August 2017 The Netherlands, Switzerland and France are trialling projects too. Spain has adopted Magazines 360° - others are in the pipeline

http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&ved=0ahUKEwjF2Lbc34bNAhWCF8AKHc8LCfMQjRwIBw&url=http://www.slideshare.net/newsworks/pamco-transforming-industry-metrics&psig=AFQjCNHQBWyqtfFsNHs-kvMFIEYzV1Ngvg&ust=1464867702741393


Ad operations have to change


Ad blocking: A battle is on


Paid content: micro-payments

Blendle: • 500,000 signed up users • Average price/article = €0.20 • Average refund request = 10% • 1 in 5 top up accounts to read more • Some 5,000 new users/month sign up


Paid content: Quality matters

“Clickbait gets widely read on the Blendle platform, but it is

the type of content where people ask for refunds.

What works best are beautiful journalistic pieces, that are well

researched. Vivid, good journalism.”

Alexander Klöpping, Blendle


FOR YOUR DIARY…….


http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=0ahUKEwiT28vi3vnLAhWGcBoKHZecD7wQjRwIBw&url=http://www.panpacificsingapore.1sg.info/&psig=AFQjCNGYV_s0Y-UBZtrvECg5I3G9gVdjSQ&ust=1460022745378760


FIPP New York Media Tour is a three day event visiting some of the most influential media companies in and around New York

Learn first-hand how:

• innovative companies operate

• the latest technologies are going to impact your business

• thought leaders and senior management that are shaping tomorrow’s media trends.

Programme details available early summer

12-14 October 2016 12-14 October


• PAMCo: transforming industry metrics - Newsworks

http://www.slideshare.net/newsworks/pamco-transforming-industry-metrics


https://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&cad=rja&uact=8&ved=0ahUKEwiFrYGQiYnNAhVMLsAKHcQOBhQQjRwIBw&url=https://www.advantage.com/location/miami-intl-airport-mia&psig=AFQjCNEsHIDrnJUf7Yl4TRy2KfIIyxn0oQ&ust=1464947509933120



9th-11th October , 2017



http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&ved=0ahUKEwiGmu3_ionNAhXLBcAKHTaLBNQQjRwIBw&url=http://www.bibbymagic.co.uk/2015/10/london-magic/&psig=AFQjCNEa5lYbtAjG25PTySr9XIEkOslFaw&ust=1464947749457140


The 10 Most Important Trends in the Magazine Media Industry

Chris Llewellyn President & CEO FIPP@ Locarno 8.6.16

FIPP.com www.facebook.com/FIPPMagazines www.instagram.com/FIPPworld LinkedIn: FIPP group

Thank you!

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