Making Publications Personal Measurable and Interactive by Dr. Douglas Sexton

1. Making Publications Personal,
Measurable and Interactive
Dr. Douglas Sexton
Publishing Market Development
Inkjet High-speed Production Solutions
Hewlett-Packard Company
© Copyright 2012 Hewlett-Packard Development Company, L.P.
The information contained herein is subject to change without notice.

2. Online Advertising
Attractions & Myths
Attractions
• Measurable Web ads are frequently
actively avoided or ignored
• Targetable
• Customizable
• Enables a direct customer response
Myths
• That is it cheap.
• Average cost-per-click is over
$1.30 (USD) … and rising
• Average Click-thru rate is 0.9%
Source: Wordstream.com . “The Most Expensive Keywords in Google AdWords.” July 2011

3. Magazine Ads Are a More Positive Experience
Many magazine are purchased for ads
• Consumers frequently desire both
editorial & ads
• Many magazines like fashion or
hobbies are bought for ads
• Considered a more casual browsing
experience
• Web browsing is generally more
purposeful

4. Consumers Trust Magazine Publishers
Willing to share preferences, seek customization & web content
If a magazine publisher requests Would you go online for more information if
information regarding your preferences the advertising in your printed subscription
and interests to help them send you magazine was customized?
more customized and relevant
information, would you supply it?
6%
37%
25%
63%
69%
Yes Maybe No Yes No
Source: Chief Marketing Officer (CMO) Council, “The Impact of Relevance in Publishing and Advertising”, 2010.

5. Magazine Readers Want Cross-Media Publications
Digital supplements print – It doesn’t replace it
75% of consumers feel that digital content 87% of those interested in reading
complements print, yet 25% feel it replaces magazines on a digital device still want a
print. printed copy.
Source: Harrison Group/Zinio/ Source: CMO Council, 2010
MEMS Technologies, 2010
25% feel
digital replaces
print
75% feel digital
complements print 87% want digital + print

6. Hearst Personalization Platform
First demonstrated in Nov ’11 Popular Mechanics Magazine
Helps Hearst deliver more
value to advertisers through:
− Targeting
− Personalization
− Measurement
− Response actions
Increases the monetary value of ads
Improves Hearst magazines competitive profile

7. HP & Hearst – Popular Mechanics Magazine
300k Copies of November 2011 issue for 12 US Cities
2x 8 page regionalized onserts
4.8M+ pages
Combined with offset pages &
inserted in polyethylene bag
2 page personalized onsert
600K pages

8. What Was Customized?
300k Copies of November 2011 issue for 12 US Cities
Image for each city (Regional)
Name on mailbox
Greeting above first paragraph on front
Location of nearest store
(Best Buy, Staples)
Personal URL
Personalized QR code

9. High-speed Inkjet Web Press Makes It Possible
Technologies Converging
Image/Code Read High-speed inkjet web printing Mobile Computing
What’s Happening:
1. Personalized content at high volume drives reader engagement/relevance
2. Image links (QR codes or image/text strings) drive to web/mobile platforms
3. Printed page becomes a portal to broader web content

10. HP & Hearst – Popular Mechanics Consumer
Outstanding response rates!
• 12,008 unique visitors
• Over 4% response rate VISITOR CONVERSION
− > 4x direct mail industry avg
Entered Contest
• 86% visitor-to-entry rate 86% Visitor
Entry Rate
Visited w/o Entry
• 39% mobile participation rate
• 1,427 QR clicks from associated
insert content links to web content

11. Hearst’s Next Step:
From Technology to Fashion
• Harper’s Bazaar Magazine - March Issue – 300k copies
Major fashion magazine
• Neimen Marcus - Annual Fashion Week Sale
High-end US fashion retailer
• Personalized name and closest store location
• On new glossy Appleton Utopia Inkjet media
• Now planning 4 sequential campaigns

12. Some of Aurasma’s many magazines partnerships

13. Top Gear Magazine – Case Study
• The Top Gear magazine franchise is produced in 30 countries
• The UK edition has over 1.8 million readers monthly
• The UK magazine approached Aurasma with the following challenges:
– Strengthening the links between the Top Gear television series and its growing magazine franchise
– Translating the high octane energy and dynamism of the television show into traditional print media
– Maximising the value and reach of video content from the television show
– Engaging a younger audience while continuing to appeal to the magazine’s traditional demographic
• Top Gear UK began using Aurasma’s free platform to deliver video through its print to editions in
December 2011

14. Top Gear Magazine – Goals
Partnering with Aurasma enabled the magazine editors to :
• Make greater use of expensive video footage
• Support print sales, mobile use and web hits
• Boost magazine subscriptions and increase advertising revenue
• Connect with smartphone owning demographic in an innovative
way

15. Top Gear Magazine – Results
After two months of using Aurasma
Top Gear’s own market research showed that:
• 50% of the readership owned a smartphone
• 85% of the entire readership were aware of the Aurasma
content in the magazine
• 27% of the entire readership had used Aurasma in the magazine

16. Top Gear Magazine – Digital Future
• Top Gear has now embedded Aurasma in its own app – TG Mag
Extra
• Rolling Aurasma out across the rest of their 30 country franchise
• In February, Top Gear won the prestigious FIPP Digital Choice
award for their use of Aurasma

17. Launched July 11 & already 4,000 Partners in 80 Countries
Partners in every
vertical:
Newspapers
Magazines
Broadcasters
Travel & Hospitality
FMCG
Museum guides
Advertising
Network operators
Retail
Fashion
Games
Online retail
Clothing
Film studios
Consumer products
Financial Services
Sports
Education
Automotive
UK • USA • Russia • China • Latin America • France • Italy • Spain • Japan

18. Summary
• Publishers are creating new value for
advertisers and consumers
• Using personalization to make publications
more relevant to consumers
• High quality and productivity HP inkjet web
presses enable mass customization on a scale
never before possible

19. Thank you
© Copyright 2012 Hewlett-Packard Development Company, L.P.
The information contained herein is subject to change without notice.