C H I S H O L M Jim Jim جيم 吉姆 ג ' ים िजम ジム 짐 Джим

Roger Fidler 1994 He first envisioned the tablet in 1981 Sources: Roger Fidler, Reynolds Journalism Institute

“The application of big data for social change represents a relatively new trend.” The Guardian, 30 May 2013 The Guardian, 1821

C H I S H O L M Trends

Trends in mobile consumption  23% of tablet owners read magazines on tablet to rise to 65% by  13% of users bought a single issue or subscription in the last 30 days.  67% of tablet users now consider digital books to be a more trustworthy source of information than the word of friends and family.  26% of US adults now have a tablet  45% of households Sources:: Pew Institute. Mequoda Group

Trends in mobile consumption Tablet newspaper readers  Read for longer than they do in print  Are more likely to take up a subscription  Are more likely to retain their subscription  Older readers are particularly engaged with tablets  Tablet prices will halve in the next four years.  Tablet is a viable economic alternative to print distribution Sources:: Gartner

Trends in mobile consumption  Don’t bet on the iPad  Android will become the biggest mobile player, particularly in mobile.  Apple’s dominance of tablets is likely to decline. Sources:: Gartner

Trends in mobile communication  In the US 2012 mobile’s share of time spent across all media is 11.7%. Share of US adspend was 2.5%.  Opportunity for publishers to drive a niche into the segment Mobile spend$9B$48B % of digital5%23% % of advertising2%8% Sources:: CHISHOLM analysis Zenith Optimedia

C H I S H O L M Analysis

Audience analysis Visits per visitor Pages per visit Seconds per page Argentina Brazil France Germany India Japan Mexico Netherlands Russia Spain Turkey UK USA Sources:: Comscore  Engagement levels in most countries are extremely low:  Frequency  Page visits  Time spent

Audience analysis  Engagement levels in most countries are extremely low:  Frequency  Page visits  Time spent Visits per visitor Pages per visit Seconds per page Argentina Brazil France Germany India Japan Mexico Netherlands Russia Spain Turkey UK USA  Why do different markets and different titles show such varying levels?  What are the key drivers of engagement?  How can we maximise engagement through content, marketing and technology? Engagement index Sources:: Comscore

C H I S H O L M The model

The media model for mobile Content Technology Marketing Serendipity Knowledge Engagement Context Targeting Interactivity Match the medium Creativity Tactility Pricing Sources:: © CHISHOLM

Content  The key issue is engagement – visits x pages x time spent  Without addressing this issue WE WILL FAIL  Mobile content demands are very different to print demands:  Newspapers are a once a day 25 minute formatted set of surprises  Mobile, either  Mobile on the move – context and priority  Leisurely read – The “Newk © ”  Tablets enjoy the benefit of both print and digital experience  You can surf  You can read from front to back  New navigation concepts will create a deeper user experience

Content Creation and execution of data journalism Marko Lorenz Paul Bradshaw 2011

Marketing About paywalls  Price elasticity varies widely by title type  Metering relies on detailed understanding of elasticity versus loyalty  In print there is a direct correlation between pricing and circulation  And also between audience and advertising.  10% of traffic comes from 1% of the audience  30% from 10%  80% from 50% Sources:: © CHISHOLM

Marketing About paywalls  I was wrong  Metered pay walls are working for some publishers  The long term issue is the relationship between audience volume and advertiser value.  Observation suggests that those users who are most willing to pay for content, are also those of most value to advertisers.  It’s not proven. Sources:: © CHISHOLM

The Digital Advertising Landscape The market mess

Content Audience Customers Audience Big data Big connections

Technology Key future elements are:  Device specific  User interactivity  “Click and dial”  Geo-targeting  Seamless experience  Serendipity  Richer display experience  Technology is a content tool. IT is a not a separate thing

C H I S H O L M Next…

Next…  The key issue is engagement – visits x pages x time spent  Mobile offers two very different experiences:  Context and priority  Leisure and knowledge  Evidence suggests that tablets are achieving high levels of engagement equivalent to print.  New format concepts are required that deliver serendipity equivalent to print and encourage engagement and interactivity  Tablets are in an early stage of evolution. Anticipate development.  Let’s get engaged!

C H I S H O L M

Jim Jim جيم 吉姆 ג ' ים िजम ジム 짐 Джим