More Than Just Magazine Media: From Ancillary to Necessary Moderator: David McKee, Chief Executive Officer, DRG Panelists: Phil Penny, Chief Operating Officer, Belvoir Media Group, LLC Michael Romaner, Executive Vice President of Digital, Morris Communications More Than Just Magazine Media – From Ancillary to Necessary Magazines have long thrived on a combination of traditional print products, with a healthy dose of advertising, and the added sale of ancillary products. Opportunities now abound for leveraging the magazine brand, and editorial, marketing and production expertise in expanding sales to existing readers and growing the audience through the introduction of new products and channels aligned with the magazine content -- SIPs, books, continuities, events, TV programming, online video, DVDs, Internet stores and more. For many publishers, this ancillary revenue has become increasingly critical to their growth and success. Leveraging magazine assets Annie’s revenue sources Traditional Information Products Electronic marketing Email & web sales Expansion beyond customer files Acceptance of electronic information products EBooks Two Markets / Two Approaches Harvard Health Publications Single Topic Health Reports Living Without magazine Back issues, eBooks, books, other Harvard Health Publications Diverse health information business 4 print newsletters / +/- 500,000 monthly circulation Single Topic “Special Health Reports” +/50 titles www.health.harvard.edu - +/- 1.5 million uniques Content Licensing Business –Dom. & Int’l Special Health Reports Marketing Promotions Print Inserts Email Marketing Marketing Promotion Results • Inserts Sales • Email (all efforts) • Web & other – Print 59% – Download 41% 51% 34% 15% The Email Sales Driver Email = 6% Email = 69% Living Without Magazine • 75,000 circulation title • 6 x frequency • 2 SIPs • Email & Web Ad programs • Strong specialty newsstand Living Without - Products Evolution of Paid Search for LW • Initial use for subscriptions – Successful in a specialized market – Better than direct mail performance • Shift to email – Significant advertiser bonus - Eletters – Building large email file – competitive advantage – ROI significantly shorter – lower initial investment The Consumer: Front and Center in a Digitally Disruptive Age Today’s Presentation: •Current belief systems driving business/anciliary products • Digital Disruption – Intensifying • The New Digital Consumer – more powerful than ever before and able to engage passions better than ever • Need to innovate with the consumer as our focus • Innovate in the Adjacent Possibilities •What’s Morris specifically doing The Consumer: Front and Center in a Digitally Disruptive Age What is Morris Communications? • Very diverse, privately held company in Augusta, Ga., with holdings in Newspapers Magazines Travel Publishing Book Publishing Radio Cable Who Am I? • EVP for Digital since 1995 • Focus has been largely on newspaper division • More recently supporting magazines, books and travel and radio Current Thinking Driving Behavior 1. Digital disruptors are accelerating change in the publishing industry faster than ever • Technology has greatly shortened the distance between an idea and implementation • Implementation of new consumer-facing digital solutions has become nearly frictionless • • • The Apple Store has generated 650,000 apps and $5 billion in payments to developers EBay and Amazon have empowered millions of digitally enabled merchants Businesses like KickStarter have made getting funding for start-up ventures far easier Current Thinking Driving Behavior 2. The typical American consumer is gaining more and more power in the marketplace • Companies used to get dominance through scale – manufacturing, supply chains, etc. Today, the source of scale that matters most is consumers. Competitive advantage today is knowledge of consumers • Technology has turned us into “$6 Million Men.” • • We are digitally enhanced, bionic, if you will Our choices for engagement with our passions is nearly limitless • Value comes from seeing what consumers want and delivering it. Digital disruptors will do this faster/cheaper So, What are We Doing About All This? 3. Learning how to put the consumer at the center of our strategic attention: Innovating in the Adjacent Possibilities • • The technique and theory behind it is the work of James McQuivey, senior VP, analyst at Forrester Designed to help you identify the next things your customers want. It is a customer focused discipline for quickly generating products/services • • The term adjacent possible comes from the study of evolutionary biology Consider the iPad. A revolution or just an adjacency? American Angler Fly Tyer •Branded trips •Partnering on trips •Lead gen for trips •Endorsements of trips or providers •Quick Guides/maps for top destinations Go somewhere and fish Be better at fishing/tying •Unlock archives •Produce & sell SIPs •Upgrade digital: sites, newsletters, video, blogs, social •Co-branded books Get the right gear •Explore branding on partners gear •Sell gear via e-commerce: • “Gray’s Best” items • Gray’s Christmas catalog Go to shows & events Fly fisherman Conservation Fish more & enjoy it more Feel superior •Explore major cities lacking fly-fishing events •Consider show/event partnerships/co-brands Talk about fishing Fish for other species •Ramp up Facebook •Add Discussion boards on our sites Equine WebMD • 24-hour health database • Full mobile functionality • Live Q&A – immediate help •“Ask the Vet” archives • Vet school partner Equine Journal Horse owners Calendar/ events Travel Ride Care Health Social/ interaction Real estate Food • Meet brokers’ needs • Meet buyers’ needs Land/facilities Boarding/ services Training Breeding Rider health/fitness Find solutions near me • Services offered • Training offered • Cost/pricing • Reviews & ratings • Contact information Education Careers • Packaged training Lifestyle Tack & eqpt. Truck/trailer How important is Increasing web engagement? 10! Fashion Family Buy/sell To summarize: Believe it: Disruption is happening faster than you think. Center on your relationship with your end customer. Redefine your purpose: • Old: Produce content for enthusiasts. • New: Help enthusiasts fulfill their passions in multiple (profitable) ways. • Expand what you do for your customers, in ways makes sense to them.