Time Inc.

Mobile Marketing Strategy: Time Inc.

Final Presentation

December 15, 2009

Wireless Marketing: Reaching the Third Screen, X50.9509.001

Fall 2009

Instructor: Maya Mikhailov

Gary Hahn

Sean Gregg

Carl Cohen

Brad Kuhns

Time Inc., a division of Time Warner

Mobile Marketing Strategy: Publishing - Time Inc. | Final Presentation | December 15, 2009

• 21 U.S. magazines and 26 U.S. websites

• 115+ titles worldwide and 48 websites worldwide

• 18.7% share of overall domestic magazine advertising

• U.S. websites attract 27 million unique visitors each month and more than 2 billion page views each month.

• In the top 20 largest online media properties in terms of monthly unique visitors, page views and time spent per user

2008 CirculationPeople 3,746,000 Entertainment Weekly 1,805,000Time 3,374,000 InStyle 1,792,000Sports Illustrated 3,239,000 Golf Magazine 1,413,000Southern Living 2,818,000 Health 1,377,000Real Simple 2,003,000 Essence 1,005,000Money 1,934,000 Fortune 830,000Cooking Light 1,816,000 People En Espanol 540,000

Current Situation and Challenges


• Revenue and advertising sales down significantly for print magazines

• Digital ad revenue has not made up for print losses

• Massive cost cuts and layoffs continue

• Magazine industry has not come up with a profitable business model for the digital era

• Tremendous competition for readers on the web: Huffington Post, TMZ, Politico and thousands more

• Time Warner’s CNN network and its aggressive digital and mobile strategies may limit Time Inc.’s digital initiatives with certain titles

• Time Inc., Condé Nast, Hearst, Meredith, and News Corporation jointly announced on 12/8 that they have entered into an independent venture to develop open standards for a new digital storefront and related technology that will allow consumers to enjoy their favorite media content on portable digital devices

Current Digital Strategy Observations


• Websites are typically online versions of the magazine

• Strong focus on being wherever possible on the web: Facebook, Twitter, RSS feed, widgets

• Larger titles have e-mail newsletter signups

• Revenue is advertiser driven, content is free

• Strong push to subscribe to hard copy of magazines

• Primary Objectives:

Extend the brands Increase advertising revenue via new reach via digital platforms Sell subscriptions and newstand

Current Mobile Strategy


“You know it’s not just about putting up content on the phone – that’s fairly easy – but it’s about mobile experiences that are meaningful to the consumer and that requires a little bit more thought and effort.”

Scott Williams, Vice President, Business Development and Mobile - Time Inc.Mobile Marketer, 2/13/08 SMS AlertsPeople, CNNMoney.com, (and also regular CNN) WAP SiteTime Magazine, People, SI, CNNMoney.com (combined Fortune and Money with CNN), InStyle, Golf iPhone AppPeople, Time, SI, SI Swimsuit ($2.99), CNNMoney.com, InStyle Blackberry AppTime, SI, CNNMoney.com

Mobile Marketing Opportunities


• Create more enriching experiences for existing Time Inc. magazine readers: More relevant and personal More immediate More interactive and engaging New social networking opportunities Location-based opportunities

• Expand readership base for many of the magazines with mobile applications

• Start developing/testing content for next generation of e-readers/mobile devices • Experiment with new opportunities for advertisers • Develop new revenue streams with mobile applications Near Term Strategies• Improve current mobile efforts for Time, People, Sports Illustrated and InStyle

• Develop mobile strategy for magazine titles with readership demos most receptive to mobile apps: Entertainment Weekly, Health, People En Espanol, Teen People

Mobile Marketing Opportunities: Improve Current Tactics


Be More Immediate• Enhance existing Apps with in-app news alerts

• Introduce SMS alerts for breaking news for Time and Sports Illustrated (already exists for People) Readers could select categories for which they want breaking news alerts • Introduce SMS for polls/voting on hot topics, readers can preselect categories to participate in

Go Local• Add local sports, entertainment/lifestyle and fashion news for top 25 markets available on WAP sites, Apps and SMS alerts, readers can customize their preferences

• Add official magazine bloggers/photographers for local markets to enhance local coverage • Add more images and video of local events

Mobile Marketing Opportunities: Improve Current Tactics


Push the Social• Add more share/forward to friend features on WAP sites and apps • Introduce SMS for polls/voting on hot topics, readers can preselect categories to participate in Broaden Mobile Reach• Optimize existing e-newsletters for mobile (People and InStyle) • Introduce Sports Illustrated app for Droid phone • Consider introducing SI WAP site and SI SMS in Spanish Cross Promote• More “Go Mobile With Us” ads in magazines (use Time Inc. remnant space) • Banner ads on magazine websites and mobile sites to cross-promote

• Leverage big events where mobile immediacy matters and promote heavily leading them: World Series, Academy Awards, and major news events

Mobile Marketing Opportunities: By Publication Category


Health Magazine• Introduce iPhone App to enhance well-being, featuring content from website

Recipe finder, healthy eating/weight loss tips, calorie counter, symptom checker, drug interaction analyzer, medication reminder, etc.

People En Espanol• Leverage high mobile data usage among Hispanic population • Add Hispanic e-newsletters, WAP site and SMS news alerts Teen People• No longer a separate Time Inc. title – but can live again in Mobile via SMS alerts, focused on entertainment/lifestyle for teen girls • High SMS usage among teens will foster sharing and forwarding of Teen People news stories and images, driving teens to the People website and magazine • Consider MMS video messages as smart phone usage grows

Specific Publication Focus: Entertainment Weekly


Entertainment Weekly is your all-access pass to Hollywood’s most creative minds and fascinating starts.

We’re the first to know about the best (and worst) in entertainment,and with our sharp insight and trusted voice, we keep you pluggedinto pop culture. This is where buzz begins.

“All Access”“First to know.”“Plugged into pop culture.”“Where the buzz begins.”

73% read the magazine because it gives them the information tobe “in-the-know” and “up-to-date.” 71% read EW because it’s their “one-stop-shop” for all their entertainment needs. 64% agree that they read EW because it is a “trusted source.”

To do these things really well in 2010 – there must be a mobile strategy.

Mobile Strategy Recommendations: Entertainment Weekly


SMS • Breaking news alerts

• Customized alerts: Hot News, Movies, TV, Music, Books, “Must List” • Airport Landing, text to receive entertainment options for that city

• Real-time messaging during major events: Academy Awards, GRAMMY Awards, movie premieres • For EW subscribers only: special, last-minute invitations to concerts, movie screenings, book readings, restaurant events via SMS • Polls on hot entertainment topics via SMS (Tiger Woods, Academy Awards, Best and Worst of 2009) • Prominent “Forward to a Friend” feature



EW WAP Site • Easy navigation to: Movies, TV, music, books sections plus key magazine features: Hit List, The Must List, First Look, and more • Video clips • EW photo archive for sharing and use as wallpaper • Special EW subscriber section with special offers, discount coupons, etc. • Prominent “forward to a friend/share” features



EW iPhone App, utilizing GPS as needed • “EW Recommends” application with top picks for movies, TV shows, DVDs, music, etc.; plug in your preferences for customized recommendations • Include location-based recommendations for restaurants, theater and concerts • Serve as concierge service for travelers: What is there to do in Atlanta tonight?

LAURYN (Portland): Hi. I have little kids and I wait in a lot of lines. And I always have my knitting with me. I have a ball of yarn in my pocket or my purse and I knit in line…. I don't get as sucked in as I do to a book or a magazine, where I lose track of where the line is going.

Advanced Mobile Technologies


New line structure, first come, first serve

#18: Checkout Linesof 21 on Consumer Reports “21 most annoying things” Annoying, sure. But better than the alternative: total chaos as customers rush the cashier, have fist fights, and shoot or trampleone another.

Prof. LARSON: In fact, there's a senior day in certain places in south Florida where - usually it's Wednesday that they announce a 10 percent discount for seniors in various places, various retail establishments. And I've been told that the seniors kind of get dressed up and view this as a social occasion because they do exactly what Tom suggested. They go and actually enjoy these lines because it's an opportunity to meet other seniors in their community.

Take advantage of the Queue, content is always at arms length in line, scan activated pre-programmed widgets will allow for content extraction, the line may reflect the store exit which is fitted with scanners to read payment from encrypted wireless device. The content would need to be more free-form in terms of access to a particular title, media type or format.

'Dr. Queue' Helps You Avoid Rage In LineNovember 24, 2009

MIT Professor Dick Larson, also known as "Dr. Queue," talks about the psychology of waiting in line, and how to avoid "queue rage" this holiday season. Professor Larson has been dubbed Dr. Queue for the 30 years he spent studying the psychology of waiting on line. He's done experiments in banks and supermarkets and amusement parks, and works on ways to make that interminable wait seem shorter or even fun.

past



• High Game consumption• GPS function based challenges• Movie content

CHRIS: Hi. I just wanted to say two things. The first thing is in line, normally anyone in my generation, we've got our iPhones or Droidz or Google-powered phones, and we're just doing our Facebooks and, you know, just checking, so it doesn't seem like much of a wait for us. And the second thing is that I do in line is, well, wait. I - we're a nation and country of just running around, picking up the kids, dropping off the kids, going to work back and forth, and just rush, rush, rush. And that five minutes in the line right there, just standing there might be your most calm moment of your day.

There are behavioral modeling tools to track eye movements, location tracking through click through and near-term conversions into media properties. Retailers will perform Market Basket analysis on the effectiveness of merchandising placement.

TOM (Long Island): When I'm on line, especially in an airport, I usually just strike up a conversation with somebody. They're in the same fix I am so we might as well pass the time doing something. And usually, you find out something really interesting about the person or you find that you have something in common. And before long, you know, you're at the front of the line and it's done. And I don't know, just sort of a habit - my wife and I both do it.

• Instant access financial news, stocks, current events • Location based services



PLICA Increased screen size emulates Netbook, smaller more personalized2-5 years away- strong market penetration.

Nanotubes, depending on their structure, can be metals or semiconductors. They are also extremely strong materials and have good thermal conductivity. The above characteristics have generated strong interest in their possible use in nano-electronic and nano-mechanical devices. For example, they can be used as nano-wires or as active components in electronic devices such as a field-effect transistor. Nanotubes are made from carbon, an organic material for potential biological integration or perhaps ceramics as room temperature superconductors.10-15 years away.

Wearable function based specifity in electronic devices, jewelry- object based, wearable ringtones or pulse may have some more pleasant near-field applications. Will have a short lifespan5-10 years away.

http://allabout-tech.blogspot.com/2008/08/cell-phones-of-future.html



• Live video streaming from behind-the-scenes at major events:Academy Awards red carpet and press roomred carpet at movie premieresbackstage at American Idol

• For EW subscribers, expand “First Look” features to preview TV episodes and music releases before official release date • EW Access pass for special events sent to EW subscribers via SMS utilizing NFC (movie previews, concerts) • For EW subscribers – personal polling via SMS, text EW with your entertainment question – get results from EW readership in 24 hours

Success Metrics


For EW • Significant increase in digital advertising revenue due to mobile platforms

• Increase in subscriptions and newsstand sales

• Increase/visit and page views on EW.com

• iPhone app downloads

• Number of forwarded SMS texts and articles (WAP and iPhone App)

• Number of SMS texts/participation in SMS polls

• Increase in social media activity relating to EW

Mobile Marketing Strategy: Time Inc.

Final Presentation

December 15, 2009

Wireless Marketing: Reaching the Third Screen, X50.9509.001

Fall 2009

Instructor: Maya Mikhailov

Gary Hahn

Sean Gregg

Carl Cohen

Brad Kuhns

Time Inc.

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