INNOVATIONS IN MAGAZINES

ANER14 September 2010

Boa manhãO meu nome é John Wilpers. Sou um consultor sênior com a Companhia de Consulta de Meios de Comunicação de Inovação fora de Londres e a Barcelona. Sou do Boston onde muitas pessoas dizem o português (contudo, não sou um deles, mas estou indo tentar muito muito fazer assim para um par de escorregadores!). Por favor desculpe a minha pronúncia.

Algum contextoOs Meios de Comunicação de Inovações o grupo Consultante ajuda companhias de meios de comunicação ao redor do mundo a implementar inovações permanecem competitivos e têm sucesso no novo mundo de público leitor crescente, alcance, e receita através de múltiplas plataformas e múltiplos meios de comunicação, assim solidificando e estendendo a sua marca. Como a parte dos nossos serviços, investigamos e escrevemos este relatório sobre inovações globais em revistas de FIPP, a associação mundial de revistas.

INNOVATION

OS TEMPOS DIFÍCEIS EVOCAM O PÂNICO...

Enquanto muitos publicadores enfrentam tempos difíceis cortando e economizando, muitos outros estão contariando

tempos difíceis com trabalho difícil e

inovação

E BRILHO

INNOVATION

ESTA APRESENTAÇÃO DESTACARÁ O

BRILHOE confiantemente

inspire o brilho semelhante entre você como você diagrama o

seu futuro hoje e avançar

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Branded content will be the salvation of our business

Content built around passion groups connects with readers

The iPad is a game-changer, a second life for magazines for both content and advertising

Next Issue Media is the prototype of ad/content networks of the future.

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2D tags expand your content reach to new platforms AND previously unreachable moments in consumers lives

2D tags enable rich media advertising and editorial content at the moment the consumer needs either or both

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QuickTime™ and a decompressor

are needed to see this picture.

Television production by magazines, done simply and multiple times a day, can deliver an audience

Video content works best when zeroes in on reader passions not just standard TV news fare

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Augmented reality can be a gimmick, or it can be a powerful new strategy for delivering a rich information experience

Augmented reality may have more potential for advertisers where interactivity, lively video presentation, and click-to-buy functionality would be revolutionary.

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In a digital age, Flow is proving that rich, real-paper, tactile experiences like high-quality cards, notebooks, journals, and, yes, high-quality magazines can sell.

Sometimes, going against the tide is the path to success. With most paper products shrinking and minimizing, there's a nostalgia for rich, old-fashioned print.

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While not quite the live action pages seen in the "Harry Potter" movies, video in print finally came to life in Entertainment Weekly in a very small, very basic way — a harbinger of the future.

Innovation is being driven as much by advertisers as by editors.

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Respecting readers' time constraints while feeding their passions can lead to creative offerings like a daily three-minute video mystery show.

Piggybacking on trends like reality TV and giving it a brand twist with reader involvement can draw big, diverse audiences.

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There is a brand-extending, digital game inside every exciting magazine story, according to National Geographic Gaming CEO Chris Mate.

While the cost of creating games is steep (est. $150,000), the time to recover those costs is only about 16 months.

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Finding a niche (e.g., love horoscopes) and using it as a hook to the larger book can cement a reader relationship

Exploit that reader passion across as many platforms as possible so the reader is never, ever without your content.

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The iPad is exciting, but mobile phones are ubiquitous and increasingly "smart," making them THE platform with the greatest short-term potential. Smart phone sales in Brazil increased 128% in the first half of 2010

Between charging for the iPhone app and selling advertising on free iPhone apps, publications are seeing as much as ten-fold return on investment.

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Whether you start with a TV show or a magazine, success comes from expanding your brand across multiple platforms and products.

The Food Network Magazine's keys to success: television tie-in, celebrity chefs, behind-the-scenes info, and tons of easy recipes.

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Against conventional wisdom, bricks and mortar niche magazine shops are working.

Zinio.com, the world's largest virtual newsstand, digitizes thousands of magazines for purchase by computer, e-reader, and mobile device, and last week announced a cross-title advertising program.

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The Economist sends free text messages describing an issue's content the night before publication guaranteeing crack-of-dawn delivery on your doorstep…for less than the newsstand price.

Observing non-subscriber behavior via this purchase-on-demand helps The Economist better understand what motivates their purchases.

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Seeking to save money, save the environment, and curry favor with eco-conscious consumers, magazines are experimenting with paper made from stone, wraps that dissolve in hot water, and carbon footprint calculators.

In an age of increasing environmental awareness and accountability, no right-minded company can afford to ignore green issues. In the medium and long-term, this invariably makes good business sense.

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In Oct., ’09, Creative Review sold its newsstand issues in a bag that dissolves in hot water. Simply place the wrap in 60-degree (F) water and watch it dissolve. No waste. No landfill. Even the resulting water is drinkable.... I didn’t try it

Fusion Journalism: the application of multiple journalistic tools — interviews, extensive reporting, analysis, photo essays, etc. — to cover a single subject from various angles.

For example, one issue of Unica was entitled "Black." Originally intended to recognize the achievements of Barack Obama, the magazine was able to explore other elements including blackness in fashion, science (black holes), literature, society (equality and inequality), sports (the role of black athletes), and humor (including so-called "black humor").

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While Fast Company was one of the first magazines to adopt social networking (1997), they have discovered that it is their unique, original content that makes the difference.

The focus of the Fast Company home page has changed from social media to its "core competencies" — the bread and butter reporting the brand was built on.

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The new digital narratives require a complete re-invention of working spaces so a single editorial team can be in touch with its potential audience all the time, across all platforms, and in all forms of media.

Magazines must study, chart, and analyze the information consumption cycle of their audience and build departments that produce multi-media content that is relevant throughout the day on paper, online, on air, and on mobile.

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• Young is better than old.• Pretty is better than ugly.• Rich is better than poor.• Movies are better than television.• Movies and television are better than music.• Movies, TV and music are all better than sports. • Anything is better than politics.• Nothing is better than a dead celebrity.

Here are some new cover guidelines for the 21st century

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And then there are out-of-the-box covers: The blinking red eyes of The Terminator on Total Film's Dec. '08 cover, the recent augmented reality covers of Wallpaper and Esquire, and the 3D cover of Classic Rock.

Scholastic Parent and Child bucked the unwritten rule and ran an ad on its April '09 cover….and has done so almost every month since for roughly$100,000/month.

Others have experimented with adverts "in" rather than "on" the cover: pull-back flaps, "trap doors," fake covers, tabs saying "Pull This," and wrap-around ads.

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Platforms providing access to multimedia content are multiplying at a dizzying rate from cell phones and computers to e-readers, tablets and televisions.

An example: Zinio's Vivmag contains all the basic magazine elements: text, photos, and ads, plus slideshows, video clips, Flash, interactive advertising, etc.

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Monocle and XXI have proven that there is a market for high-quality, long-form journalism sold at a premium price to unique, high-end market.

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Women crave stories about celebrities for prurient pleasure AND "relate-ability." They put themselves in celebs' shoes and look for advice on coping with life crises.

Bonnie's laws: 1) "Relate-ability"2) Online different

from print3) Immediacy4) Clear distinct voice & POV5) Visually exciting6) Evolve 7) Original content

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Brazil's Capricho: To capture teen audience, be where they are — all platforms, multiple products, multiple niches.

Capricho uses television programs, branded teen products, teen ambassadors, social networks, teen submitted photos and content, live events, and a TV program.

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It is too late to close the barn door of free content, but it is not too late to adopt the "free-mium" model of some free, some paid premium content

Some publishers are charging for content indirectly by putting a price on their smart-phone apps, recouping in one case ten times their investment.

And there is the consortium of five major publishers launching a service to both charge for content and accept paid advertising.

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The Good Food brand started as a magazine in 1989 and now has millions of people reading, watching, and buying Good Food products or attending Good Food events in increasing numbers.

Traffic to the Good Food website has increased by 75 percent every year since its launch in 2006, and its readership is five times that of the magazine.

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Editorial "curators" find the best bloggers writing exquisitely about topics of interest to the magazine's readers and recruit those bloggers to appear on the magazine's website.

No money is exchanged; it is a pure content-for-exposure play. The magazines win by getting top-notch content; the bloggers win by getting a large audience vastly beyond anything they could generate on their own.

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Forbes offers customizable tools for investors, business owners, casual browsers

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• "Attache": a personal briefing (news, sports, business, etc.)• "OrgChartWiki": gives readers an inside look at companies

• "Entrepreneurial Toolkit": helping business owners evaluate their operation compared others,• "Portfolio Tracker": in-depth, real-time market/stock data

Social media strategies enable magazines to reach out to readers, pushing content they might not otherwise see and pulling in reader feedback and content.

The key is to use social media platforms the way they are supposed to be used, not just for linking

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Frisbees, T-shirts, scented pages, tin cans full of surprises, and misplaced belongings are a few of the vehicles being used to create magazines that truly stand apart in a sea of offerings.

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Readers of the future will call up information without a computer from virtually any source onto virtually any surface, even their hands.

Products like SixthSense can replace e-readers, tablets and computers, allowing digital versions of magazines to be projected onto any available surface.

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QuickTime™ and a decompressor

are needed to see this picture.

Muitoobrigado

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