size matters

Size matters

Wolf von der Hagen

Commercial Director

IMV Vietnam

M2 Network 4 March 2015

This slideshow is from a presentation at the M2 Marketing & Media events

in Ho Chi Minh City, Vietnam organized by ITV-Asia.com and VietnamBusiness.TV

To see videos from the events, interviews with speakers and

to get information on upcoming M2 - Marketing & Media Network events

Please visit VietnamBusiness.TV


Indochine Media Ventures

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Brand communication before

the InternetAds = top down

Magazines = objective assistance




Brand communication today

Person to person

• Word of mouth

Advertising still needed?

• Communication of brand promises at every

touch-point

• Product itself better be great!




Touch-points

TV

Print

Radio

Events

Stores

Digital

• I got a web page

• I am on Facebook!

• Online shopping

• Newsletters

• Magazines




Magazines in the

digital age




Content is still kingPublishers learned to use new channels

Publishers are content agencies

Reach the audience where they are

• Print

• Desktop

• Mobile

Impressions growing




Print magazine

Print-runs stable

Ad revenues declining

Event revenues increasing

Bundles offered




Digital - It’s like the wild, wild West

- it’s fun, but every 3 months it’s different

Faster

Shorter content

Can I view the content on my smart phone?

Preserve the essence of the magazine

Revenues growing

• Competing with social media

• FaceBook

• Fashion bloggers

• Competing with free media




What clients do we have?

Brands

• Branding = long-term planning

• Sales = no matter where

Distributors

• Sales = in my store = NOW!

• Branding = does it help to get revenues NOW?




Clients are concerned about

Scale = Who is my audience?

Costs = What is my ROI?

Metrics = Depends on the objectives

• For print?

• For digital?




Content

Editorial Advertorial Ad

Publisher

Responsibility

Client Client

Native advertisement

=

Sponsored editorial

Agency?

Publisher?

Trend: Publisher has a

content agency

Digital: Enhanced ads




Why magazines won’t

die




Time well spent

subscribers

time spent (minutes)digital only print only

new cross-

platform

loyal cross-

platform

print issues 85.4 67.9 78.8

digital

issues70.2 46.4 47.0

total time

spent70.2 85.4 114.3 125.8

Source: Condé Nast Digital Subscriber Survey, June 2012




Time well spent

Read time: ø 30 - 40 minutes

Access: ø 2.5 times

Reading: Linear = From front to back

Content = Informative, inspirational

Readers prefer to look at ads = Size matters!



Thank you!



This slideshow is from a presentation at the M2 Marketing & Media events

in Ho Chi Minh City, Vietnam organized by ITV-Asia.com and VietnamBusiness.TV

To see videos from the events, interviews with speakers and

to get information on upcoming M2 - Marketing & Media Network events

Please visit VietnamBusiness.TV