Presentation by Anne caborn CDA at Publishing Expo Earls Court Two March 2 2011

1. From Penny Press to
online content
why the value
goes down as
channels go up...
and what you do
about that

5. most newspapers in the
early nineteenth
century cost 6 cents and
were distributed
through subscriptions
on July 24, 1830, the
first penny press
newspaper came to the
market - Lynde M.
Walter's Boston
Transcript

6. Visual
representation of
the internet

9. UK newspapers suffered
the most dramatic
circulation declines of any
country outside America
UK circulation fell 25%
between 2007-09
second only to the US -
30%
Source: OECD 2010

10. NA newspapers
closed 2007-10
Source: Paper Cuts

11. Amazon’s recently introduced
digital “delivery fee,” charging
publishers 15 cents per megabyte
to transfer a book’s file to the
Kindle
Source: Publishers Weekly 2011
“the big print publishers need to
understand the reality of the 21st
century: either you roll with new
technology or you get rolled over
by it. That's the lesson of the
history of technology in
commerce”
Dan Agin, Huffington Post 2011

13. BOTH
PLAYING
THE LONG
GAME

15. “If the unauthorized access is too
high, they've got something people
will be willingly inconvenienced to
read but the price is too steep; if the
unauthorized access is too low,
they're probably giving it away too
cheaply. Somewhere along the
spectrum, they'll calculate the
Goldilocks Price, and it will be just
right.”
Source:
http://vannevar.blogspot.com/2011/0
2/rupert-murdoch-paywall-goldilock-
price.html

16. WHERE NEXT

17. 48% of offline purchases are
inspired by online content
which equates to about $1.15
trillion in sales
Source:
http://www.zmags.com/blog/
qr-codes

19. PEOPLE
POWER

22. THE
POWER OF
STORIES

24. nearly one-third of all online ad dollars are
expected to go to video in 2011
analysts expect by 2014 that the online video
market will be $5.71 billion at the high end of the
estimate spectrum and at the very least, $3.01
billion
Sources: eMarketer, (Forrester Research).

25. branded YouTube channel
top and tail links / ads
incorporate hyperlinks throughout a video –
see klickable.tv
• incorporating hyper-local news and
location-based services

26. MOBILE DATA
CONSUMED –
‘09 1.1 exabytes
‘10 2.8 exabytes

27. + our mobile
numbers are
unique
identifiers

28. tablets and androids
are making the
virtual tangible

29. context AND
content – that’s
the difference

30. elegance
use of white space
useful information – not only what, when – but
how to get back in touch
user-focused
timely

31. THE
POTENTIAL
OF NFC

32. Near Field Communication (NFC) – turns you
mobile into a wallet
50% of smart phones expected to ship with NFC
chip by end of 2011
more than just paying for coffee and train tickets

33. Google One Pass - a payment system that
enables publishers to set the terms for access
to their digital content

34. Google
10% of
revenue

35. Apple launched its new subscription service
in February

36. Apple 30%
of revenue

37. www.webwordsworking.co.uk
www.cdacontentlab.com
01273 553393