The Distribution (R)evolution - 2014
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The document summarizes Kristen McLean's keynote about shifts in how content is created, distributed, and consumed. It discusses the transition from traditional distribution models (Distribution 1.0) to new distribution opportunities on platforms and with third parties (Distribution 2.0). It also presents case studies of how different organizations like JP Morgan, the Chicago Tribune, Digital Turbine, and F&W Media have successfully adapted their business models to take advantage of these changes.
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The Distribution (R)evolution - 2014
- 1. Distribution (r)Evolution Firebrand Community Conference 2014 Keynote - Firebrand
- 2. hello Kristen McLean Founder & CEO Bookigee, Inc.
- 3. 10,000 ft. <30,000 view image>
- 4. Simultaneous shifts in creation, distribution, consumption
- 5. Content 1.0
- 6. Content 2.0 mass market niche/longtail crowd Who are the facilitators? agents, packagers, editors? bloggers, reviewers, tastemakers?
- 7. the old model Distribution 1.0
- 10. Publishing 3.0?
- 11. 1450
- 12. 1900
- 13. 1966
- 14. 1960-1990
- 15. 1992
- 16. 1995
- 17. “The Internet, by connecting readers and writers one on one, offers the possibility of almost limitless choice and foreshadows a literary culture thrilling if also alarming in its potential diversity.” − Jason Epstein, Book Business, Publishing Past Present and Future, 2001
- 18. Our Reaction What about Quality? What about Discovery? I need to own my Customer! WTF? I better do something!!
- 19. #Fail
- 20. “We often think the internet enables you to do new things, but people just want to do the same things they’ve always done [only better].” – Evan Williams, founder of Twitter
- 21. Harness other [bigger] audiences
- 22. Shifting economies of scale
- 24. 80M Global Kindle installs 95M Verizon Smartphones in the US
- 25. ½ of the world’s population reads a daily newspaper The top 20 newspapers in the US reach 29M readers on a weekly basis
- 26. Opportunities • Focus on core business strengths • Access to emerging markets • Diversification of distribution portfolio • Increased transparency • Real-time feedback • Mutual cross-platform value trade
- 27. Risks • Seasonality • Antagonism from traditional players • Changes in brand partner priorities • Changes in platform facilitators • Narrowed content requirements • Competition for user attention
- 28. Case Studies
- 29. JP Morgan Summer Reading
- 30. READING FOR RICH CLIENTS [AND OTHERS]
- 31. THIRD PARTY FACILITATION Publishers
- 32. Chicago Tribune Our recommendations, Your passion.
- 33. TRIBBOOKS - TECHNOLOGY BUILT ON PAGE FOUNDRY’S INKTERA MOBILE EBOOKSTORE PLATFORM Curation driven by Tribune editorial Embedded HTML5 Tribune content Real-time flash sales 1.3M books in catalog Trib eBooks free to subscribers
- 34. TRIBBOOKS - TECHNOLOGY CONTENT EXCHANGE WITH OTHER PUBLISHERS • Publisher gives ltd. qty. of ebooks • Tribune uses books for promotion in the app • Tribune underwrites major ad campaign to 1.3M readers • Publisher receives face-out bump in larger market • Publisher receives complete engagement reporting
- 35. Digital Turbine
- 36. CONTENT SOLUTIONS TO WIRELESS 3-6 mo. Typically Achieve: • 5-20% conversion rate increase • 20-50% unit sales increase • —50% customer service enquiries • 15-30% revenue increase
- 37. F&W Media
- 38. F&W - STRATEGY 33 VERTICALS WITH DEDICATED E-COMMERCE STORES
- 39. F&W - TECHNOLOGY WEB-BASED, INTEGRATED SITES - COMMUNITY, CONTENT & COMMERCE The entire world of this interest – in one place Videos, articles & how-tos Social media integration One stop shopping Print & digital magazines
- 40. F&W – ENGAGEMENT COMMITMENT A CONTENT TEAM OF 6-10 PEOPLE FOR EACH VERTICAL Led by a group publisher (content) and a digital product director (structure) Each Content Team works with: • Shared cross-vertical marketing personnel • Email deployment specialists • Customer service staff • Web developers
- 41. F&W – MEASURABLE SUCCESS E-COMMERCE HAS GROWN FROM $6M TO $60M IN 6 YEARS • F&W serves 20 million consumers annually • Double-digit growth in organic traffic to many primary communities • Company has completely retooled its business model
- 42. thanks Kristen McLean Founder & CEO Bookigee, Inc.
Notas del editor
- F+W got serious about D2C in 2008, with David Nussbaum’s arrival as CEO and a company-wide focus on making the transition. Nussbaum is credited as the driving force behind the transformation of F+W Media, Inc. from print-focused publisher to today a leading digital-first, content and e-commerce Company. We offer exclusive programs and products, Best-in-Industry Customer Service (100% Guaranteed), Curated Kit Flash Sales, Rewards and VIP programs, personalized 1-to-1 marketing, and more.
- We have 33 verticals with dedicated e-commerce stores. Web-based with print magazine components, video content, expert blogging, e-commerce
- Interest Homes of the web - Web-based with print magazine components, video content, expert blogging, e-commerce
- For instance: organic traffic PopularWoodworking.com site has grown 30% in the last year