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What is the “Metro Division”?

What is the “Metro Division”?. Metro. Syndication. Events. Enterprises. Sydney. Melbourne. ACT. FCN - NSW. FCN - VIC. Digital. Magazines. Where we are today. Content Valuable brands built on quality content

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What is the “Metro Division”?

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  1. What is the “Metro Division”? Metro Syndication Events Enterprises Sydney Melbourne ACT FCN - NSW FCN - VIC Digital Magazines

  2. Where we are today Content Valuable brands built on quality content News is increasingly commoditised by international and local competitors Online search and social media accelerating fragmentation of content Audience Broad reach and overall growth, but print audiences declining across all age groups Audiences that are consuming content across platforms Limited insight into cross-platform behaviour by viewing them with a platform lens only Profitability Increasing media fragmentation eroding our existing revenue streams Unprofitable audiences and products are being supported Unsustainable cost base and structure Existing online business too small to offset print declines Need to extract more value from our premium audience in either advertising or content People Weak capabilities to work cross-platform due to legacy focus on platforms Professional development and succession planning weaknesses Lack of a strong, systematic meritocracy hurting productivity Less than effective senior leadership in the past Technology Critical gaps in systems to support cross-platform opportunities Membership, payments, CMS, CRM, talent management and profitability/KPI reporting 3

  3. Unduplicated totals: 2005: 5.220 2010: 6,716 30% growth Reach across the Division has grown by 30% in the last five years, to 6.7m people (unduplicated) Australian Audience by Media Type % of population Actual numbers in brackets Fairfax Audience by Media Type % of populationActual numbers in brackets Online Print (8140) 45% (6,469) 39% (14,260) (11,459) (2,655) (5,046) (13,774) (3,814) (3,094) (12,937) Source: Roy Morgan Data Note: Online audience estimate is regarded as very conservative

  4. SMH Traffic Throughout an Average Day

  5. The cross-platform approach also allows us to better illustrate how we ‘follow the sun’ throughout the day Engagement Throughout The Weekday 29 June 2011

  6. Product development will occur across platform boundaries and will leverage lessons learned from the iPad project • Transparent governance • Representative working groups: Sales, Marketing, Support • Sydney and Melbourne Editorial + Photo, Video and Production • Enterprise Architecture technical expertise • Digital Creative Services Unit consulting with Print design team • Customer consultation across Sydney and Melbourne, both Print and Digital A Truly Cross-Platform Effort A World-Beating Product • Quick to download • Stable, scalable and replicable • Easy-to-navigate, not gimmicky • Magazine look and feel, visual • Comprehensive • Connected: sharing, scores, comments, stock quotes • Personal: customisable, save articles, keyword alerts Clear Product Priorities Lessons For Future Product Development • Leverage complementary skills within teams across the business • Actively manage stakeholders to address concerns / possible delays • Explore alternatives to internal development through outsourcing • Plan for production costs to start high but come down over time • Anticipate hidden costs during implementation 8

  7. As part of this new strategy we will also review and re-design our products and packages We Will Benchmark The Design Of Our Print Products Against Global Best Practices We Will Also Review Product Packaging As We Move Towards Offering Print-Digital Bundles A La Carte Print / Tablet / Mobile / Online Print Bundles e.g., Weekday only, Weekend only, 7-days-a-week, 6-days-a-week Digital Bundles e.g., iPad, SmartPhone, Premium WebSite Print + Digital e.g., Weekend print + iPad All-Inclusive Print + Tablet + Mobile + Online 9 9

  8. In addition to our free display-funded products, we will also monetise content through data-driven advertising and premium paid products Newspapers, Tablets, Smartphones, Web Sites Paid Web Sites, Smartphones, Tablets Demographic and Behavioural Data Web Sites, Smartphones, IPTV Free Display Advertising

  9. Metro Media Strategy Audience-focused, cross-platform, independent journalism driving diversified profits Objectives Quality content Audiences Multiple Profit Streams Strategic Initiatives Optimise Print Foundation Audience Insights Required Capabilities Aligned KPIs Talent • Critical Technologies 11 Invest in critical technologies to support and enable strategy execution (e.g., content management system, CRM, datawarehouse, talent management system, payment gateways)

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