POMP Forum 2011: a lecture by Mr. Wayne Holder

1. DIGITAL MAGAZINES
DESIGN for SuccESS

2. ‘coNSuMErS ArE
LookING for oNLINE
MEDIA proDucTS
ThAT MorE cLoSELy
rESEMbLE TV
AND MAGAZINES’
Nick Denton, Founder of Gawker Media and internet entrepreneur

3. ‘coNSuMErS
DoN’T rEALLy wANT
To rEAD TExT,
ThEy wANT VIDEoS,
ThEy wANT IMAGES,
bIGGEr, MorE LAVISh’
Nick Denton, Founder of Gawker Media and internet entrepreneur

4. ‘wE’rE INcrEASINGLy
MoVING INTo A worLD
whErE pEopLE
wANT ENTErTAINMENT
AND EMoTIoNAL
ENGAGEMENT
froM brANDS’
John Hegarty, co-founder and worldwide creative officer, BBH

6. whAT IS A
DIGITAL MAGAZINE?

7. • Magazine websites

8. • E-zines

9. • Magazine apps

10. why pubLISh A
DIGITAL MAGAZINE?

11. • Harnesses interactivity of the web
with the engagement of a magazine

12. • Harnesses interactivity of the web
with the engagement of a magazine
• Rich media functionality supports data
and personalisation

13. • Harnesses interactivity of the web
with the engagement of a magazine
• Rich media functionality supports data
and personalisation
• Measurable, improvements in brand
awareness, loyalty and sales

14. • Harnesses interactivity of the web
with the engagement of a magazine
• Rich media functionality supports data
and personalisation
• Measurable, improvements in brand
awareness, loyalty and sales
• Multiple access points driven
by superb content

15. Multiple access points
eMaiL FACEBOOK
EMAIL
TO A
FRIEND
BLOGS virGiNMeDia.coM TWiTTer

17. DESIGN TIpS
for SuccESS

18. • The right design for
the right medium

19. • The right design for
the right medium

20. • The right design for
the right medium

21. • Give your audience content
they can’t get in print
Toy STory 3

22. • Use rich media to add value and
encourage engagement

23. • Open a two way conversation

24. • Think brand not medium
PriNT SOCIAL MEDIA
brAND
ASSETS
oNLiNe
MOBILE

25. IMMErSIVE, coNNEcTED
ExpErIENcES AcroSS
ALL chANNELS: DIGITAL,
phySIcAL, MobILE, SocIAL

26. • Delivery is key.
Understand and respect
the technology
“ SUPERB. “ Major bugs.
The first electronic Magazine will not
format magazine that download. Give me
has convinced me my money back. “
this is the future. “


“ Avoid this rubbish
“ The future of print. like the plague.
Without a doubt the Won’t download -
best magazine app it’s the last time I’ll
on the iPad... “ buy this mag “

27. • Understand your audience.
Measure its behaviour

28. cASE STuDy

29. Electric! e-zine was an obvious development for
the Virgin Media brand, offering sensitivity to the
environment as well as unparalleled potential
for interacting with our customer base. Since
its launch it hasn’t disappointed with 28% of the
readers directed to the Virgin website in every
issue, with 7% going to a sales page. The unique
way we have translated into a digital magazine
makes the overall solution even more compelling
from a Virgin Media perspective, and a truly
entertaining communication for our customers
Christopher Bibby
Direct Marketing Director

30. EffEcTIVENESS

31. VIrGIN MEDIA E-zInE SURVEy
• 1,300 respondents
• Spent 10 minutes reading!!
• 1 in 3 click through to the Virgin site
• 4% upgraded their Virgin Media package

32. said they would like to
92% receive the e-zine in the future
agreed
95%
the contents were relevant
rated the e-zine as
82% ‘excellent’ or ‘very good’

33. had a positive online
85% experience reading electric!
found the content
82%
of the magazine relevant

34. bE AGILE, opEN
To chANGE

35. INNoVATE, EVoLVE

36. ENJoy