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Sanoma's Transformation Journey: Embracing Change in the Media Industry

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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Sanoma's Transformation Journey: Embracing Change in the Media Industry

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  1. The Transformation JourneyBladen in De Balie, Amsterdam, 17 juni, Henk Scheenstra, COO Sanoma

  2. 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

  3. Content • Transformation: what and why • Strategy • Sanoma examples • Wrap up Sanoma’s Transformation Journey

  4. Sanoma’s Transformation Journey

  5. 1. Technology 90% 2. Consumption Magazines squeezed 3. Competition Things change outside

  6. Source: Google 2012 Make magazine content screen based

  7. Media consumption changing 2012, NL 100 Index 230 50 (2006=100) Mags consumption small and declining

  8. 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

  9. 0110 1010 1110 0110 1001 0110 0101 1110 0110 1001 Consumers pay for digital content

  10. Content • Transformation: what and why • Strategy • Sanoma examples • Wrap up Sanoma’s Transformation Journey

  11. 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

  12. 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

  13. Content • Transformation: what and why • Strategy • Sanoma examples • Wrap up Sanoma’s Transformation Journey

  14. PRINT AUDIOVISUALVideo, TV, Radio DIGITALOnline, Social, Smartphone, Tablet SERVICES EVENTS AutoWeek omnipresence

  15. #1 in inspiration + #1 in information + #1 trade platform + = #1 automotive platform Go for channel dominance

  16. 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

  17. Shops based on article (with many brands) Brand shops: 1 brand, many products More buy than make

  18. Set up digital distribution: Tijdschrift.nl

  19. Next steps Subscription models • Bundling • Activate • AYCR • Ecommerce From Rate base to Subscription base

  20. More outlets + improve user experience

  21. 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

  22. 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

  23. Buy access Make magazine Pick your style Concentrate on themes, not titles

  24. Sanoma and Mobile operator Article app to increase ARPU

  25. Transformation Challenges • Rights • Archive • Skills • Mindset Get your act together

  26. 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?

  27. Redacteur anno 2013

  28. Social marketing: Grazia fashion train

  29. Measuring social media impact

  30. Content • Transformation: what and why • Strategy • Sanoma examples • Wrap up Sanoma’s Transformation Journey

  31. Foster key brands + Transform

  32. Reading magazines (content) on tablets Biggest challenge for our industry

  33. From Print Publisher to Full Service Media House Defend and Grow Expand and Grow Digital Print Sanoma’s Transformation Journey

  34. henk.scheenstra@sanoma.com @HenkScheenstra Thank you

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