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Explore Sanoma's journey of transformation, from traditional publishing to becoming a leading media powerhouse, embracing technology and shifting consumer behavior. Learn about their strategies, examples, and future plans.
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The Transformation JourneyBladen in De Balie, Amsterdam, 17 juni, Henk Scheenstra, COO Sanoma
70+ consumer magazines 100+ websites 70+ apps (smartphone and tablet) customer media e-commerce 5 leading consumer events 3 FTA TV channels reaching almost entire Dutch population 13 + Dutch net sales media 2012 circa € 800m # 1 in magazines # 2 in digital # 3 in TV We are the leading Dutch Media Powerhouse
Content • Transformation: what and why • Strategy • Sanoma examples • Wrap up Sanoma’s Transformation Journey
1. Technology 90% 2. Consumption Magazines squeezed 3. Competition Things change outside
Source: Google 2012 Make magazine content screen based
Media consumption changing 2012, NL 100 Index 230 50 (2006=100) Mags consumption small and declining
BAUMGARTNER STRATOS FACTS 1) 16 mio viewers in 24h 2)50% of global trending topics 3) In 40sec > 216K likes, 29K shares, 10K commentsSECRET: Liquid content Shift from Paid to Owned and Earned Media
0110 1010 1110 0110 1001 0110 0101 1110 0110 1001 Consumers pay for digital content
Content • Transformation: what and why • Strategy • Sanoma examples • Wrap up Sanoma’s Transformation Journey
Magazine brands • Defending the base • 360°s • Digitalize production, marketing and delivery Defend & grow New brands/ markets • Digital pure plays • Different ad models next to display • E-commerce • Television Expand & grow Sanoma’s strategy
The ‘three-tier content business model’:differentiate brand proposition for users, fans and vips Low involvement USERS (mass) Free content Permission-based & paid products REACH ARPU FANS (social) Commerce (Fantastic) subscription services VIPS (personal) High involvement Content business model
Content • Transformation: what and why • Strategy • Sanoma examples • Wrap up Sanoma’s Transformation Journey
PRINT AUDIOVISUALVideo, TV, Radio DIGITALOnline, Social, Smartphone, Tablet SERVICES EVENTS AutoWeek omnipresence
#1 in inspiration + #1 in information + #1 trade platform + = #1 automotive platform Go for channel dominance
Information Inspiration Transaction + + Instant creative advice and tools New Stock Risk management Delivery Business models Leading event including workshops digital, experiences e-Commerce magazines Follow the money
Shops based on article (with many brands) Brand shops: 1 brand, many products More buy than make
Next steps Subscription models • Bundling • Activate • AYCR • Ecommerce From Rate base to Subscription base
Powerful search engine • Aggregate: from print to web, from photos to videos • Digital content directly available for reuse on whatever platform • No content tagging: recognition • Friendly user interface Create Content Library
The editorial interface Search through all available content of Sanoma Media: print and web (video in the next phase). Results aggregate print and online content, as shown here. Generic search results Advanced search results Reuse is easy
Buy access Make magazine Pick your style Concentrate on themes, not titles
Sanoma and Mobile operator Article app to increase ARPU
Transformation Challenges • Rights • Archive • Skills • Mindset Get your act together
HEB JIJ… wel eens een digitale editie gekocht? gepubliceerd op je eigen site? commentaar op je site teruggelezen en erop gereageerd? een tweet geplaatst? een post geplaatst op de Facebookwall van een merk? een blog opgezet en de conversatie gestart? een Tumblr account geopend en posts van anderen doorgezet? uitgezocht hoe je een feed opzet om je favoriete blogs te lezen? (bloglovin’) uitgezocht hoe je socialsharing modules gebruikt op 3rd party sites? een Instagram account in gebruik? Ben jij al Future proof?
Content • Transformation: what and why • Strategy • Sanoma examples • Wrap up Sanoma’s Transformation Journey
Reading magazines (content) on tablets Biggest challenge for our industry
From Print Publisher to Full Service Media House Defend and Grow Expand and Grow Digital Print Sanoma’s Transformation Journey
henk.scheenstra@sanoma.com @HenkScheenstra Thank you