Publishing Futures. PPA Publishing Futures 2016

Transcription

1 Publishing Futures 2016

2 Chief Inspiration Officer Chief Envisioning Officer Happiness Maintenance Manager Customer Conversation Analyst Personalised Care Assistant Problem Wrangler Dream Alchemist Senior Brand Evangelist

3 Project Background & Methodology > Industry tracker survey (7 th year) > Near futures Industry insiders Two years out > Oct Dec 2015 fieldwork > Self-completion online questionnaire > 61 PPA members

4 Publishing Futures Scope Managing Change Financial Dynamics Revenue Profiles Advertising Circulation Live Events Digital

5 Financial Dynamics Managing Change Financial Dynamics Revenue Profiles Advertising Circulation Live Events Digital

6 Key Industry Vital Signs: % of Companies 100% 80% 60% Profitability Turnover Growth Headcount Growth 40% 20% 0% (estimate)

7 Publisher Confidence: Financial Success Consumer % of publishers feeling more confident than a year ago.

8 Publisher Confidence: Financial Success Consumer B2B % of publishers feeling 69% more confident than a year ago. of publishers feeling more confident than a year ago.

9 Revenue Profiles Managing Change Financial Dynamics Revenue Profiles Advertising Circulation Live Events Digital

10 5 Key Revenue Variables Print / digital balance Content / advertising balance Revenue diversification Geographical spread Speed of change

11 Digital Managing Change Financial Dynamics Revenue Profiles Advertising Circulation Live Events Digital

12 Financial Importance Digital Priorities: Investment vs. Return Investment Focus

13 Financial Importance Digital Priorities: Investment vs. Return Audience insights / display ads / native ads Ecommerce Archive Robotic journalism Paid Content Apps Online video Social media Digital editions / workflow tools Website User database newsletters Downloadable resources / paid traffic / flexible payments Investment Focus

14 Digital Exciting, perplexing & disruptive Consumer model is ad driven; B2B is more paid content driven. Challenges > Revenues not coming on-stream fast enough. > Deceptively resource hungry: time & money. > Lack of in-house skills & knowledge. And IT / tech. > Range of issues around speed, complexity & maintaining quality. > Programmatic & ad blocking. And privacy & data protection. > How digitally savvy are agencies & advertisers?

15 Digital Exciting, perplexing & disruptive Consumer model is ad driven; B2B is more paid content driven. Challenges > Revenues not coming on-stream fast enough. > Deceptively resource hungry: time & money. > Lack of in-house skills & knowledge. And IT / tech. > Range of issues around speed, complexity & maintaining quality. > Programmatic & ad blocking. And privacy & data protection. > How digitally savvy are agencies & advertisers? Opportunities > Growing scale of inventory & audience (size & engagement). > Growth of native ads & sponsorship. > Deeper insight into end-users. > Specifics: e.g. video, mobile, archive, ecommerce, automation etc.

16 Managing Change Managing Change Financial Dynamics Revenue Profiles Advertising Circulation Live Events Digital

17 What Do You Think You Are Now? Magazine publisher Publisher Content provider Audience / community company Marketing agency Media company Live events company???????

18 What Do You Think You Are Now? Magazine publisher Publisher Content provider Audience / community company Marketing agency Media company Live events company Consumer % 10% 20% 30% 40% 50% 60% 70%

19 What Do You Think You Are Now? Magazine publisher Publisher Content provider Audience / community company Marketing agency Media company Live events company B2B % 10% 20% 30% 40% 50% 60% 70%

20 Our biggest change under Jeff Bezos has been to stop thinking of ourselves as a content company. We are now a product company. Julia Beizer Director of Product, The Washington Post

21 What Do You Think You Are Now? Consumer B2B 38% 14% Digital First 66% 69% Audience First

22 Mapping Change Change Stage Change Assets Change Plan 1 2 3

23 Mapping Change Change Stage Change Assets Change Plan Just started Deep but far to go Near the end Constant change 1 2 3

24 The Core Change Assets Change Stage Change Assets Change Plan Just started Deep but far to go Near the end IT Resources 6.3 Company Vision 8.5 Company Culture 8.1 Constant change 7.7 Financial Resources 7.6 Company Structure Staff Skills Staff Headcount 3

25 The Detailed Change Action Plan Change Stage Change Assets Change Plan Just started Deep but far to go Near the end IT Resources 6.3 Company Vision 8.5 Company Culture Constant change 7.7 Financial Resources 6.6 Staff Skills Staff Headcount 7.6 Company Structure Developing existing revenues Revenue streamlining 3 Developing new revenues

26 Publisher Change Types Change Novices Publishers Change Practitioners Change Experts Change Radicals

27 Publishing Futures Scope Managing Change Financial Dynamics Revenue Profiles Advertising Circulation Live Events Digital

28 What Does It All Mean? Key metrics moving in right direction > Underlying health, robustness & creativity of industry.

29 What Does It All Mean? Key metrics moving in right direction > Underlying health, robustness & creativity of industry. Change is accepted & being managed > Most companies just getting on with it... >...but different companies at different stages & competencies.

30 What Does It All Mean? Key metrics moving in right direction > Underlying health, robustness & creativity of industry. Change is accepted & being managed > Most companies just getting on with it... >...but different companies at different stages & competencies. A dizzying mix of challenges & opportunities > Working out the priorities & appropriate KPIs. > Building partnerships. > Accelerating speed & agility.

31 What Does It All Mean? Key metrics moving in right direction > Underlying health, robustness & creativity of industry. Change is accepted & being managed > Most companies just getting on with it... >...but different companies at different stages & competencies. A dizzying mix of challenges & opportunities > Working out the priorities & appropriate KPIs. > Building partnerships. > Accelerating speed & agility. The key is understanding and insight > Audience, environment & own organisation. > Tracking & benchmarking.

32 For more information on the PPA Publishing Futures Survey, please contact: