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
• 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 Circulation
People
Time
Sports Illustrated
Southern Living
Real Simple
Money
Cooking Light
3,746,000
3,374,000
3,239,000
2,818,000
2,003,000
1,934,000
1,816,000
Entertainment Weekly
InStyle
Golf Magazine
Health
Essence
Fortune
People En Espanol
1,805,000
1,792,000
1,413,000
1,377,000
1,005,000
830,000
540,000
Mobile Marketing Strategy: Publishing - Time Inc. | Final Presentation | December 15, 2009
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
Mobile Marketing Strategy: Publishing - Time Inc. | Final Presentation | December 15, 2009
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
Mobile Marketing Strategy: Publishing - Time Inc. | Final Presentation | December 15, 2009
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 Alerts
People, CNNMoney.com, (and also regular CNN)
WAP Site
Time Magazine, People, SI, CNNMoney.com (combined Fortune and Money with CNN), InStyle, Golf
iPhone App
People, Time, SI, SI Swimsuit ($2.99), CNNMoney.com, InStyle
Blackberry App
Time, SI, CNNMoney.com
Mobile Marketing Strategy: Publishing - Time Inc. | Final Presentation | December 15, 2009
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 Strategy: Publishing - Time Inc. | Final Presentation | December 15, 2009
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 Strategy: Publishing - Time Inc. | Final Presentation | December 15, 2009
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 Strategy: Publishing - Time Inc. | Final Presentation | December 15, 2009
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
Mobile Marketing Strategy: Publishing - Time Inc. | Final Presentation | December 15, 2009
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 plugged
into 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 to
be “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 Marketing Strategy: Publishing - Time Inc. | Final Presentation | December 15, 2009
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
Mobile Marketing Strategy: Publishing - Time Inc. | Final Presentation | December 15, 2009
Mobile Strategy Recommendations: Entertainment Weekly
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
Mobile Marketing Strategy: Publishing - Time Inc. | Final Presentation | December 15, 2009
Mobile Strategy Recommendations: Entertainment Weekly
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?
Mobile Marketing Strategy: Publishing - Time Inc. | Final Presentation | December 15, 2009
Advanced Mobile Technologies
New line structure, first come, first serve
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.
#18: Checkout Lines
Wait
of 21 on Consumer Reports “21 most annoying
things” Annoying, sure. But better than the
alternative: total chaos as customers rush the
LAURYN (Portland): Hi. I have little kids
cashier, have fist fights, and shoot or trample and I wait in a lot of lines. And I always
one another.
have my knitting with me. I have a ball of
'Dr. Queue' Helps You Avoid Rage In Line
November 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.
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.
read
buy
past
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.
Mobile Marketing Strategy: Publishing - Time Inc. | Final Presentation | December 15, 2009
Advanced Mobile Technologies
• High Game consumption
• GPS function based
challenges
• Movie content
Games
Social
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.
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.
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.
Weather
Travel
Lodging
• Instant
access
financial news,
stocks, current
events
• Location
based services
Video
Mobile Marketing Strategy: Publishing - Time Inc. | Final Presentation | December 15, 2009
Advanced Mobile Technologies
PLICA Increased screen size emulates
Netbook, smaller more personalized
2-5 years away- strong market penetration.
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 lifespan
5-10 years away.
http://allabout-tech.blogspot.com/2008/08/cell-phones-of-future.html
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.
Mobile Marketing Strategy: Publishing - Time Inc. | Final Presentation | December 15, 2009
Advanced Mobile Technologies
• Live video streaming from behind-the-scenes at major events:
Academy Awards red carpet and press room
red carpet at movie premieres
backstage 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
Mobile Marketing Strategy: Publishing - Time Inc. | Final Presentation | December 15, 2009
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: Publishing - Time Inc. | Final Presentation | December 15, 2009
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