Key publishing trends 2016

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Information about Key publishing trends 2016

Published on July 5, 2016

Author: IanGibbs2


1. Key Publishing Trends 2016

2. 1 Contents 2 3 4 5 6 9 8 7 The adblockalypse Planet of the apps Are you paying continuous partial attention? Curation vs Creation New business models for news Minillennials Podcasting The power of visual language VR

3. 1) The adblockalypse Advertising is broken and we in journalism and media must take responsibility for reinventing it—because advertisers and their agencies will not and because our very survival depends upon it. “ ”Jeff Jarvis, 2015

4. 800% growth in ad blocking in 5 years Jan 2010 Jan 2011 Jan 2012 Jan 2013 Jan 2014 Jan 2015 21m 30m 39m 54m 121m 181m Source: Pagefair and Adobe, 2015 Ad Blocking Report

5. From the first ever banner ad….

6. To this… "Like sand sharks cannibalizing each other in the womb, ad startups know the only way out is to eat their rivals" 2011 2012 2014 2015 100 350 947 1,876

7. Give people a reason not to block Source: New York Times analysis; Pew Research Center and comScore 30.8 11.9 11.3 10.9 9.5 9.1 8.9 8.8 8.6 7.9 7.7 7.2 6.7 6.6 6.3 6.1 6 5.8 1.3 1.1 0.9 0.9 0.8 0.4 0.4 0.2 8.1 7.0 5.0 4.4 3.4 6.5 2.0 8.1 5.3 10.4 3.7 6.5 5.8 6.1 3.6 5.9 3.8 3.2 6.5 2.0 4.0 6.3 2.0 3.6 4.7 6.8 Seconds to load editorial content Seconds to load advertising content USA Today had the smallest mobile website in the sample The New York Post, one of the slowest websites, contains many large photos, but fewer ads, so an ad blocker had less of an effect Sites in this range are quicker, but ad blockers still take out more than five seconds of loading time over a typical cell connection

8. Is membership the answer?

9. 2) Planet of the apps The end of fragmentation and a return to scale Rob Norman – Chief Digital Office Group M “ ”

10. 1990 1995 2000 2005 2010 2015 In three years’ time mobile spend will be second only to TV Source: IAB 2015

11. The explosion in apps 80%of time on mobile spent with apps Source: A chart a day and Flurry analytics 2015

12. WeChat: the rise of the Super App

13. Facebook Messenger: inside Zuckerberg's app for everything 700 million active users

14. 3) Are you paying continuous partial attention? The generation that has been tethered to devices serves as a cautionary example to the next generation, which may decide this is not a satisfying way to live. Linda Stone The Art of Staying Focused in a Distracting World

15. Is time spent time well spent? 21% 28% 10% 25% 7% 4% 6% 45% 10% 5% 22% 10% 5% 4% Media time vs adspend Source: AA, Barb, Rajar, ComScore, NRS, Jicreg Television OOH Radio Internet National Newspaper Regional Newspaper Magazine Media time share Advertising spend share

16. Print still engages! Media Engagement Index Source: Totum Research: Canadians 18+; November 2013 0 50 100 150 200 250 Printed Newspaper Television Newspaper Website Radio Magazine Internet Billboard Printed newspaper dominates as the most engaging media! Newspaper website also scores well above average and most other media too.

17. We’ve proven that context works % uplift in ad perceptions, relevant vs non relevant editorial environment on Guardian website +23% benefit +18% positive towards advertiser +11% Informed +11% Appealing

18. 4) Curation vs Creation There’s a Shiny New Trend in Social Media: Actual Human Editors! Recode Article

19. Viral news sites refocus on creation It’s not difficult’, just photos of cats, dogs and ‘silly little headlines scraped from other sites. Robert Thomson, CEO Newscorp June 2015 Upworthy, has become famous for so- called curiosity gap headlines that seek to spur the reader into clicking to scratch the itch it creates. This leads to truly awful headlines like “This Kid Just Died. What He Left Behind is Wondtacular. Wired Magazine

20. The Shiny New Trend in Social Media: Actual Human Editors

21. Social theft?

22. 5) New business models for news The 4 key elements of a new business model for news: trust, attention, technology, membership. Valerio Bassan, Medium

23. A billion dollar business can be built by capturing less than a minute of an average user’s daily attention

24. The rise and fall of venture-backed news readers

25. Instant articles and the Washington Post

26. Instant Articles Are Shared Three Times More Than Regular Links 3.5x more shares 2.5x more likes 5.5x more comments Instant Articles vs Regular Links, The New York Times Source: Newswhip Based on engagement for links posted on the main New York Times Facebook page, November 9-13

27. Google AMP and Apple News

28. Twitter moments

29. 6) Minillennials The idealism of Gen X is so different from the cynicism of millennials Joy Howard, CMO Sonos

30. Children now spend more time online than watching TV 65+ 50-64 35-49 25-34 18-24 12-17 +9% +2% -9% -28% -31% -37% Change in time spent watching traditional TV by age group 2010 to 2015 Source: achartaday

31. 32% 24% 13% 14% 4% 1% 2% 8% 33% 20% 19% 14% 3% 1% 1% 8% Teenagers love Instagram and Snapchat Source: Pew Institute Spring 2015 Fall 2015 Other % US Teenagers who rate social platform as their favourite

32. 7) Podcasting Podcasting in 2015 feels a lot like blogging circa 2004: exciting, evolving, and trouble for incumbents Niemen Lab article

33. Podcast consumption has exploded in recent years and will keep growing steadily 2008 2009 2010 2011 2012 2013 2014 2015 2016E 2017E 2018E 2019E 2020E 15 10 5 0 Activate Projections: Total Podcast Listening Time, U.S., 2008 – 2020E Billionsofhours (Change in measurement methodology) Source: Pew Research, Edison Research, Activate analysis

34. Early successes are showing podcast publishers can generate premium advertising rates $18 $20 $25 $25 $40 $70 Pre-Roll Standard Slate Podcasts (6.5M) Mid-roll Standard 99% Invisible (1.5M) Serial (73M Total) Podcasting Monthly Downloads and CPM Rates Publisher data Industry average Source: Marketing Science, New York Magazine, Current, Ad Age, Activate Analysis

35. From GE, to Adobe to the IAB

36. 8) The power of visual language Humans seem to be developing digital brains with new circuits for skimming through the torrent of information online. Washington Post article

37. Pinterest introduces visual search

38. Emojitracker: realtime emoji use on twitter

39. The Emoji Keyboard

40. A universal language could be useful! Source: Erin Meyer From: ”Getting to si, ja, oui, hai, and da,” December 2015 Saudi Arabia Philippines India MexicoBrazil US RussiaIsrael Spain Italy France Netherlands Germany Denmark UK Sweden Korea Japan Confrontational Non- Confrontational Emotionally Expressive Emotionally Unexpressive

41. Name that TV show….

42. Name that film…

43. Brands get in on the emoji act

44. 9) VR

45. Project Syria

46. Project Soli: augmented reality

47. What does all this mean? 1. The adblockalypse No complete answers yet, but a challenge that impacts us all 2. Planet of the apps A new distribution channel and a route to more engaged audiences? 3. Continuous partial attention Premiums should be paid for moments of total absorption 4. Curation vs Creation Original quality content is the route to engagement. 5. New business models for news Destination vs distribution; open vs walled garden 6. Minillennials Go where they go, but create a brand relationship at the same time. 7. Podcasting Reminding us of the power of stories 8. The power of visual language What emotions and visuals do people associate with your brand? 9. VR The next tech revolution?

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