Training

1. The 10 Most Important Trends in the Magazine Media IndustryChris Llewellyn President & CEO FIPP@ Moscow 27.4.16

2. Training Events Insight

3. 1 Drivers of transformation Дриверс оф трансформатион

4. Embrace chaos

5. Culture = the most important factor in change Peter Kreisky (from interviews with 15 CEOs)

6. Culture = the most important factor in change

7. 1. Disrupt strategically2. Bring the audience inside3. No silos, foster collaboration & empower teams4. Communicated with purpose, effectively Within this, 4 broad themes

8. Disrupt strategically

9. Bring the audience inside

10. No silos, foster collaboration & empower teams

11. No silos, foster collaboration & empower teams Break down walls, literally (move into high-energy work spaces)

12. Communicate clear purpose, effectively

13. 2 Technology is a strategic media resource Технология является одним из стратегических ресурсов средств массовой информации

15. Now (Tech is a highlighted in presentation after presentation)

17. Aims and complementary relationship resulted from the business merger of KADOKAWA and Dwango Kadokawa’s content creation ecosystem Dwango’s content creation ecosystem (Nico Nico Douga) Communication Digital communication Strong complementary relationship Manufacturer specific concepts IT technology user-generated content (UGC) specific concepts Community Digital community Content Digital content Media Digital media Digital platform including PC and Mobile device (People, things, money, information) Analog platform including bookstore and kiosk (People, things, money, information) Emergence of a social community through co-ownership and sharing Now KADOKAWA has become a publisher with 400 in-house IT engineers

18. 3 Follow the constantly changing consumer Следуйте постоянно изменяющихся потребительских

19. Changing consumption Ben Martin, comScore

20. 3 broad themes We are mobile Rise of social platforms Play is in a visual world

21. We are mobile “7.2 billion people on the planet; 6.1 billion have cell phones (4.5 billion have running water) … And the average mobile phone user checks their phone 100 x a day.” – Joe Ripp, Time Inc.

22. And you have seconds to engage Average Attention Span Has DroppedFrom 12 Seconds in 2000 to 8 SECONDS in 2013 (this is 1 second less than a goldfish) - Joe Ripp, Time Inc.

23. Rise of social platforms Yulia Boyle, National Geographic

24. 4 Data capabilities and CRM opportunities Возможности работы с данными и CRM возможности

25. Enhance your data capabilities

26. CRM-driven monetisation E.g. Lena Yang, Hearst China

27. 5 Content matters Содержание вопросов

28. A most exciting time “This is perhaps the most exciting time ever to be in content” – Duncan Edwards, Hearst Magazines International

29. Take a look at National Geographic 730 million people per month through all platforms Yulia Boyle, National Geographic

30. 5 principles to its journalism Yulia Boyle, National Geographic

31. Drivers of great content UX Yulia Boyle, National Geographic

32. But the game has changed In the past the role of an editor was like that of the cox, calling the shots. Today it’s very different. It’s more like spinning a number of plates. And sometimes, some of those plates break… - Olivier Royant, Paris Match

33. 6 Creative storytelling creates impact Творческие повествованию создает воздействие

34. Creativity as a business asset “The value of creativity, now, is the highest it has ever been. When you’re more creative you get more share of voice, you get more share of funnel and that follows through to more sales. These companies (Cannes Lions winners) , they want to be ground breaking, they want to be shareable. It creates competition internally, and we’ve found this is infectious. Winning is infectious.” Rob Dembitz, Cannes Lions

35. 7 Cross-border business has changed. Or has it? Трансграничные Бизнес изменился. Или она?

36. The changing cross-border model John Cabell, Cue Ball LLC

37. 8 Verticals: exploit the full market opportunity Вертикалях: в полной мере использовать возможности рынка

38. Working the full ecosystem Tom Bureau, Immediate Media Co

39. Working the full ecosystem E.g. £30 million £10 billion

40. 9 A word about print Несколько слов о печати

41. CONSUMERS TURN TO MAGAZINE MEDIA FOR IDEAS 61% Gives me ideas 41% Useful 39% Educational Internet 57% TV 25% Newspapers 16% Newspapers 40% TV 28% Radio 24% TV 48% Newspapers 50% Radio 26% Source: The Rules of Attraction Study 2015 wave 2 Proportion of respondents who associate different media with each word of phrase

42. INFORMATION REWARD SHARING CONNECTING LEISURE Source: Moments that Matter 2015

43. SALES Magazines had highest ROI in a 2012 UK Study ROI index by medium, aggregated from 77 FMCG campaigns 167 150 137 103 99 97 60 Source: Mindshare/Ohal, Magonomics, UK, 2012

44. KPIs Magazines had the best ROI in the food category in a 2013 Canadian Study Source: Media Connections Study, Magazines Canada / BrandSpark, 2013

45. SALES And in 2014 a Dutch Study showed magazines had the best ROI’s 130 120 110 90 60 Source: GfK Meta study, Magazines.nl, The Netherlands, 2014

46. A few final thoughts

47. 10 Follow the money Следуйте инструкциям на деньги

48. Change the conversation Duncan Edwards, Hearst

50. Ad operations have to change