the newspaper is dead. long live the newstablet
DESCRIPTION
Tablet strategy from Freedom Communications, presented by Doug Bennett, President of Freedom Interactive at NAA MediaExchange 2011.TRANSCRIPT
THE NEWSPAPER IS DEAD LONG LIVE THE NEWSTABLET
DOUG BENNETTFREEDOM INTERACTIVE
#NEWSAPP
OK, SO THE NEWSPAPER IS NOT DEAD…
2
AND TABLETS ARE STILL IN DIAPERS…
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BUT WE DO SEE PROMISE
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First 3 quarters cumulative unit shipments, iPod vs. iPhone vs. iPad
Glo
bal u
nit s
hipm
ents
(000
)
Source: Apple
USAGE PATTERNSCOMPUTER
5Source: Read It Later, 2011
6Source: Read It Later, 2011
USAGE PATTERNSCOMPUTER vs IPHONE
7Source: Read It Later, 2011
USAGE PATTERNSCOMPUTER vs IPHONE vs IPAD
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IT’S ABOUT AUDIENCE CREATION
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METRO NEWSPAPER REACH
Source: Mori 2010
47% 60%34% newspaper
newspaper
newspaper
website
website
website
website
website
website
app
app
potentialpotential potential
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TARGET MARKETOC Register 2.0• Primary target: 35-45• Secondary target: 45-54• 60% male, 40% female• Informative and entertaining
Profile• Married, perhaps with young kids• Receives news from multiple sources (online, mobile, TV, tablet)• Uses iPad early morning and primarily in evenings• Willing to pay for apps if they bring value• Interests different than traditional newspaper reader
47%
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LET ME TELL YOU A STORY
By Seth Godin
A FAMILY OF CITY SLICKERS
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TRAVELED TO THE COUNTRY
THEY SAW A COW
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WOW!
THEY SAW MORE COWS
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THEY SAW A LOT OF COWS
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YAWN!
THEN SUDDENLY
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THEY SAW A PURPLE COW
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WHERE’S OUR PURPLE COW?
Meets expectations
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Exceeds expectationsDoes not meet expectations
Num
ber
of
experi
ence
s
10% 10%80%
IPAD USERS HAVE HIGH EXPECTATIONS
Meets expectations
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Exceeds expectationsDoes not meet expectations
10% 10%
Quality contentVideo and photos
Weather and trafficAbility to shareFast load time
News updated regularlyEasy to use
Simple navigationClean and organized designOnline and offline viewing
“like USA Today”
Boring contentSlow download
Lack of news updatesApp crashes
Confusing navigationVideos are hard to play
Hyper-local contentMore interactivity
NotificationsValuable ads
Magazine like contentPersonalizedEntertaining
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PRODUCT STRATEGY
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Video will be uploaded to Youtube under username: enevoldseniam
PRODUCT STRATEGY“LEAN BACK” EXPERIENCE
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Product• 90% Now Edition •10% Featured Story
Now Edition• 6 topics• 10 curated stories per topic updated daily at 6PM• Includes latest news RSS feed as well• breaking news alert tool• Some interactivity• Templated and automated
Featured story• 1 package per day• High interactivity• Updated at 5pm
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CONTENT STRATEGY
CONTENT WORKFLOW
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Target UsersTarget Users
HIGHLY INTERACTIVE SPECIAL FEATURE
CONTENT SOUGHT SPECIFICALLY FOR IPAD (WIRES, ETC.)
CONTENT ALREADY BEING CREATED FOR WEB OR PRINT
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REVENUE STRATEGIES
ADVERTISING
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Pricing• Phase 1: Launch sponsorships • Phase 2: CPM model: $35-$50
SUBSCRIPTIONS
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Existing subscribers• Free access to all content
iPad only subscribers• iTunes subscription model• $0.99 per week or $39.99 per year
Free access for all• “Limited time only”• Launching in “beta” mode
Launch TBD
PHASE 1 PHASE 2
