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7.2 billion people in the
world today
6 billion have cell phones
Only 4.5 billion have
running water and toilets.
The average mobile phone
user consults their phone
100 times a day
The attention span on the
device has declined from
12 seconds to 8 seconds
(one second less than that
of a goldfish)
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87% of cell phone uses say
their phone never leaves
their hands
80% say “The first thing I
do in the morning is reach
for my phone.”
60% of google searches are
now done on phones
But making money from
ads on mobile is very
tough – even Google is
having a hard time
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Collaborate, both in-house
and with complementary
outsiders
Cottage Life has
successfully bridged the
digital divide by creating
alliances and partnerships
Make sure sales and
editorial work together
Hearst says that editors
and publishers need to
realize that their
magazines’ content
belongs to the company,
not to them
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Sell a total package of
print plus digital
Digital recognizes the
value of print
Many digital outlets are
now buying print!
48% of Cottage Life’s ad
revenue is now earned
through selling ad
packages that include a
combination of print,
social media, video and
events
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Still building their digital
audience
Still driving people to
register on sites to build
database
Need to have a reason to
do this and know why
you are doing it
Pricing: Still trying
different pricing models
Mobile: Having editors
produce video for mobile
consumption
Trying live events
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Culture change is critical –
but it is hard
Hard to get staff to change
their culture
Important to get people
excited about the
opportunities in the new
world
Remember, you are a
content company and
content is still king
Their motto is: IGNITE,
ELVATE AND FULFIL
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is in the health and
wellness sector – a $2
trillion market and
growing
They see business
opportunities whenever
there is a pain point for
consumers
Rodale has entered the
event business big time
with shopping
opportunities, a video
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health network and a
focus on business to
promote healthy
employees
Rodale will introduce a
new product: Organic
Life, promoting healthy
lifestyles.
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Sell Cottage Life Tshirts, hats, etc. with
their logo on them
Their merchandise
sales are up 160%
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What works for them
is that their audience
has a passion for
what they do
Their overall revenue
is up 25%
Cottage Life has successfully bridged the digital divide by
creating alliances and partnerships
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Ad blocking will bring about a
huge change in the digital ad
market
Content is still king: people will
always want a great story as
they have from cave paintings
to magazines to digital
Content is huge in making ads
work, creating a receptive
environment for the reader
Great content is key to the
success of native advertising
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Native ad content needs to be
informative and useful
Native ad content should not
be written by PR people,
cannot be just bumph
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•Good digital partnerships are
important – most people don’t
have the resources to create an
effective department in-house,
so alliances are the way to go
Print is 2.5 times more effective
than online, second only to TV
o Print presents a four to
seven times return on
investment
o Print plus digital delivers
the best return
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Sales role is evolving.
Sales people need to
be Advertising
Advisors
Sales is now a team
game, involving the
creative group:
editorial, production
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Sales people need
insight that lets them
present value
propositions
Sales costs are initially
higher and slower,
but the payoff is
bigger
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.
Audience of 337 million
in 22 countries
Their success predicated
on positive content
Diversity of voices
Goal is to “enable
readers to live better,
more fulfilled lives”
Interesting voices and
key influencers
Realize they are in a
global community
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Local community
engagement
90 percent of web uses
are now not in the U.S.
– U.S. accounts for only
10% of traffic
Video is becoming
increasingly important
–50% of Huff Post
content now video
Huff Post most viewed
site in world, No. 1 in
Canada, more than
CNN worldwide
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Have used their loyal
audience to build their
digital audience.
Instagram is key to
them – 75% of users are
millennials (born after
1976)
Use the teaser format on
Facebook to get readers
to their site
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Readers stay on
National Geographic
site 6 to 8 minutes
Memberships are their
way of monetizing.
First level free, second
level is paid and leads
to other offers
 Get people to send in
their photos, travel
experiences, etc.
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Quizzes – keep visitor
3 times as long
Listicals – list articles
a la Ten Neat Things
Lists: 10 shade plants,
20 ways to fool your
lover
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Quote cards –
effective on Facebook
and Twitter
Inspirational,
motivational or funny
Video out-draws
images
Print is growing in
special interest
markets
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The customer is the
only constant – things
are changing so fast
Put the customer’s
need at the heart of
everything you do
Stay in touch with
your clients – don’t
just call at renewal
time
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Understand that you
need to promote
relationships not
transactions
Customers should feel
valued. Put a
premium on their
loyalty
It should be a point of
pride to be associated
with you
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Think of subscribers
more as members of an
exclusive club
Belonging to something
is more compelling than
simply subscribing to
something
Members can get special
added value, where
subscribers just get a
subscription
Stay in touch – have
multiple contacts
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Use events to stay in
touch with these
member/subscribers on
a face to face basis
Let them in on what
goes on behind the
scenes
Paywalls are negative –
use premiums instead
to sell content,
membership benefits
Keep subscription sign
up pages SIMPLE
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If you want to re-purpose
editorial, break it up in to
shorter slices – like a
series of sidebars –
remember the 8-second
attention span
50% of content is now
under 500 words
People will read longer
articles only if the content
value is there
Charts, samples, facts and
comments draw audience
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The “Did you see this
thing” effect
Online, visuals trump text
and video trumps images
Try to create a culture of
co-creation so that your
audience feels like it’s part
of the action, that it
belongs . . .
Give your audience
something to take away:
knowledge, wonder,
inspiration, excitement,
motivation
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Is print dead? No.
One in five Americans
read People magazine
Paper is shifting from
being just a
commodity to being
”like a gift”
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Magazine have an
advantage in that they
are a reliable, trusted
source
Stick to the strength of
your brand