The Future of Digital Publishing
AAMP Conference 2014
Kevin Kennedy and Shaun Mehr
October 3, 2014
A LOOK BACK
The Evolution of Content Marketing

Traditionally, publications represented a one-way communication between a print
publication and the reader

Evolved to include print, digital, online and mobile formats which has presented
tremendous opportunities

Use of a variety of digital readers to re-create the print experience online.

Advertisers are yearning for modern integrated content marketing options
PRESENT
Digital Content Consumption By Device
PRESENT
Time Spent By Device
PRESENT
Social Engagement With Content
PRESENT
Social Engagement With Content
PRESENT
Engagement With Content
Oracle Publishing Group
Oracle Magazine

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The largest IT publication in the world
Oracle IT Managers, DBA’s, System Administrators and
Developers
550,000 (350,000 print, 200,000 digital)
Profit

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News and insights for Oracle C-Level customers
C-Level Executives and Line of Business VP and Managers
100,000 (60,000 print, 40,000 digital)
Java Magazine



Java Platform developments and insights from the Community
Corporate and independent Developers, IT Managers, Architects
197,000
(all digital)
Newsletters

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News, product previews, trends, interviews, offers and event
info for Oracle solutions
Niched IT audiences per newsletter
5 Million+ email
Oracle Publishing Group – Digital Evolution

Sprocket’s relationship with Oracle Magazine started in 1995 and at
90,000 circulation. Magazine has been published for 28 years.

Launched Profit in 1996
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Launched Java Magazine in 2009 as all digital

Launched digital edition strategy in 2006
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Manage all Social channels (Facebook, Twitter, LinkedIn)
Our Recent Readership Survey

82 percent of subscribers prefer to receive the print edition

If they cannot receive the print they will accept digital edition but
we experienced a 27 percent drop in renewals when only offered
the digital edition

With the digital edition they want a better desktop experience

They feel app fatigue
PRESENT
Dell Publishing Example
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History of Dell publications

What Worked and what did not work?

Why?
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Current state of Dell Publications

Content Marketing strategy going forward
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Lessons learned
Future
Where Is The Digital Publishing Market Headed
Global Magazine
Publishing
$98bn
Digital Magazine Publishing
2014
$2bn
2018
5.7bn
31.2% CAGR
Source: PWC
Future
Digital Publishing Relevance
“Twenty-six percent of
consumers prefer the tablet
version of a magazine over its
print counterpart.”
“Facebook announced last
October that the social
network's average referral
traffic to media sites increased
170 percent in 2013.”
“Digital magazine Subscriptions
now outsell single issues three to
one.”
“From August 2012 to
February 2013, there was a
200 percent average growth
in readers of digital
publishing “
“Advertisers are increasingly
spending more money on digital
properties”
“‘Native’ sponsorship ad spending in the
U.S. is expected to grow 24 percent to
$1.9 billion this year, compared to $1.54
billion last year. ”
“Digital content revenue will
also increase from $275
million in 2012 to $1.4 billion
in 2017.”
Source: CMO.com
The Content Ecosystem
Create An Experience
Publishers are in a unique position to foster communities powered by
content that are both relevant and highly engaging
Relevant
Focused
efforts,
webinars,
etc.…
Sweet
Spot
Not Engaging
Engaging
Traditional
websites
Facebook,
Twitter, and
other social
media
Not Relevant
Keys To Leveraging the Future

Mobile is key – Develop a rich mobile experience for consumers then
expand out to tablet and desktop

Community / Socially Activated Content – “Content is only as good
as the discussion it generates” peer to peer is the new buying
paradigm

Personalization – Create personalized content experiences to engage
your audience

Integration of digital properties – “Cross-Screen” avoid the
disjointed customer experience

Monetization – New and creative was to unobtrusively grab reader
attention
Keys To Leveraging the Future

Omni-channel / Device Strategy and Measurement – Leverage your
digital and print assets holistically as part of a comprehensive
strategy.

Native vs. Web Apps– leverage each where appropriate

Brandscaping – Marketers who collaborate with one or more brands
to deliver a relevant content experience get noticed and get
engaged with.

Multimedia -Work with the technology – Take advantage of the full
interaction and reader engagement that digital can bring – rather
than just recreating print
Digarati Overview
The Custom Branded, Social, Multi-Platform Publishing Suite
 Multi-Device Viewer — Your content comes alive on a highly
customizable platform for seamless user experience on the
web, in a flip book reader or on a smartphone or tablet
without downloading an app.
 Integrated Social Community — Transform static content into
an engaging user experience with an internal social
community of your own. Your readers can share, bookmark,
comment and endorse content. Readers connect and create
groups and invite friends and colleagues growing your
audience virally.
 Monetization Opportunities — Full suite of opportunities to
target content as well as native, in stream, banner and
mobile advertising with hyper-targeting fueled by your
community’s “Reader DNA”.