LA PRESSE+ a great success Story

LA PRESSE+ a great success Story

Thinking differently in this post print era.
Presentation prepared for the Future Forum 2016 #futureforum Sydney 2016. An event proposed and organized by NewsMediaWorks Australia

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Jean-Marc De Jonghe

September 02, 2016
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Transcript

  1. LA PRESSE+ A GREAT SUCCESS STORY THINKING DIFFERENTLY IN THIS

    POST PRINT ERA PREPARED BY JEAN-MARC DE JONGHE & MICHAEL COOKE for a NewsMediaWorks event, August 2016 / V 1.0 #FUTUREFORUM SYDNEY 2016
  2. 2 @TorStarEditor Michel Cooke EDITOR Toronto Star Toronto @madmac Jean-Marc

    De Jonghe VP DIGITAL PRODUCTS La Presse Montreal
  3. AGENDA 1. Think Different ! 2. La Presse+ 3. The

    results 4. A great demo 5. Questions ?
  4. Think Different 1 THINKING DIFFERENTLY IN THIS POST PRINT ERA

  5. None
  6. None
  7. None
  8. What are we doing wrong? 8

  9. CHIEF IDEA KILLER DIRECTOR OF BUREAUCRACY VP OF STAY
 TO

    THE COURSE VP OF NO Newspaper Innovation Killer Org Chart 9 DIRECTOR OF ONEROUS REPORTING DIRECTOR OF RIGIDITY DIRECTOR OF ANALYSIS PARALYSIS VP OF
 STATUS QUO MANAGER OF NEW GROWTH IDEAS (VACANT) Author: Tom Fishburn
  10. 10 We need to stop thinking this way Newspaper Important


    news Digital Not important news
  11. 11 …because our readers don’t Newspaper Digital My father’s news

    My whole life
  12. We can't build our business 
 of tomorrow on our

    platforms 
 of yesterday 12 Everybody knows
  13. The story is not the product ! The right platform

    with the right story with the right user experience is the product 13 Big learning
  14. 14 And today the device is the media 60 mins

    et + 45 mins et + 15-30
 mins 1-6
 mins 10 sec *Source Millward Brown, « AdReaction: Marketing in a multiscreen world », Mars 2014
  15. What is a platform ? What is a media? 15

    Express our
 Talents Audience’s Attention 3rd Party Advertisers support 2 1 3
  16. What is a platform ? What is a media? 16

    Express our
 Talents Audience’s Attention 3rd Party Advertisers support 2 1 3 The user experience The context of the user
  17. What is your talent today ? What will be your

    talent tomorrow ? 17 Invest in the platform & in the talent
  18. What kind of attention ? Why should the user care

    to open your app today In this world where everybody has the breaking news? What is your different value proposition ? Why are you relevant in the reader’s life ? How are you getting your audience’s attention ? 18
  19. Is your talent only about being first ? 19 Good

    for the newsroom ego but big competition here. Not enough for business sustainability
  20. Because at the end of the day, the only relevant

    metric is the time 
 spent with your brand
  21. Quality time vs frequent tiny visits Creating real engagement vs

    little flirts Building the right audience instead of trying to seduce everyone all the time Free tip - if the user doest’t invest some of his quality time with your brand - your future is in big trouble The key part in the audience’s attention is time spent 
 (daily/weekly /monthly) with your Apps, with your Brand We believe that, for us to survive, we should really focus on 21
  22. Now some shocking news 22 Source: comScore Custom Analytics U.S.

    Age 18+, June 2015
  23. It is not a war against other newsrooms
 It’s a

    war against Angry Bird, Facebook, time spent 
 & obsolescence 23
  24. How do we move News
 from back seat up to

    the front row ? 24 Source: comScore Custom Analytics U.S. Age 18+, June 2015
  25. We fight different.

  26. 2 minutes with everyone or 
 30 minutes with half

    of them? 26 Everyone ? Great
 opportunity
  27. La Presse+ 2 A NEW BUSINESS MODEL FOR THE DAILY

    NEWS INDUSTRY
  28. Population of greater Montreal ~ 3 million 4 paid newspapers,

    2 free 30 television broadcasters 31 radio stations Social network penetration and usage mirror other large North American Markets Oh and we have access to internet too 28 A Highly Competitive Market
  29. OUR TRENDS IN 2013 63% 15 yrs Drop in Ad

    revenue past 10 years Reader age increase past 10 years Advertising dollars are going to more modern programs — solutions that deliver valuable metrics and a high value audience composed of affluence and youth. Our audience was disappearing at an alarming rate, with the propensity to read a daily newspaper in a free-fall.
 Age 16-24: - 45% 
 Age 25-34: - 54% 
 Age 35-54: - 33%
  30. NOW OUR VALUE PROPOSITION Respected Brand Exceptional Storytelling High Engagement

    Mass Reach Younger Audiences Measurable
 & Digital Improve profitability Premium CPM Large Revenue Pools
  31. Texte d’introduction Getting the attention: The right experience
 at the

    right moment on the right device 31 Morning Commuting Day / Office Commuting Evening / couch LA PRESSE+ MOBILE APP WEBSITE MOBILE APP LA PRESSE+ Storytelling Breaking news Storytelling 45 mins+ 5 mins + 45 mins+
  32. Unanimous decision to transform the business Reduce high industrial cost

    base and & move fast to protect as much revenue as possible Create a real savvy digital workforce 32 Strategic Rationale
  33. Develop a unique, engaging product Build a digital organization (invest

    in our talent) Convert traditional revenue to digital Develop a large revenue pool Improve profitability, secure our future, stay relevant 33 Project Objectives
  34. IN A NUTSHELL ENGAGEMENT (40 MINS+/DAY) Growth of the number

    of engaged users READER GROWTH Attract new users in more attractive demographics MONETIZATION Significantly improve digital audience RPU While promoting a digital iterate workforce across news organization Amazing UX, Great storytelling, Daily edition ritual, Emotions
  35. 3 years in the making 
 & $40 million invested

    80% of effort on backend platforms to deliver a rich 
 and engaging experience 
 on a daily basis Worked with expert research firms in Montreal Focus on user experience 
 and storytelling 35 Research and Prototypes
  36. Texte d’introduction Surprise and Delight 36 & Storytelling tools ?

  37. 3 The Results A NEW BUSINESS MODEL FOR THE DAILY

    NEWS INDUSTRY
  38. Texte d’introduction 38 WEBSITE Free MOBILE Free PRINT EDITION $

    Saturday only Monthly unique user : 2 600 000* Daily unique devices :
 170 000 Saturday circulation 110 000 The La Presse Ecosystem Today TABLET EDITION Free 7 days a week Daily unique devices : 250 000*
  39. Texte d’introduction 39 50 000 100 000 150 000 200

    000 250 000 Aug-13 Mar-14 Nov-14 Jul-15 Today 213,000 print circulation at launch 260,000 
 Daily Openings 600,000 Weekly Openings Still 300 new downloads
 per day LA PRESSE+ Daily Audiences
  40. Texte d’introduction THIS TUESDAY 30 AUGUST 2016 267 056 UNIQUE

    DEVICES
  41. Texte d’introduction 41 50 000 100 000 150 000 200

    000 250 000 Aug-13 Mar-14 Nov-14 Jul-15 Today 260,000 
 Daily Openings 600,000 Weekly Openings Still 300 new downloads
 per day LA PRESSE+ Daily Audiences GROWTH !
  42. Texte d’introduction 42 14 % of La Presse+ readers 


    did not consume any
 La Presse product before 14 % 27 % 27% of La Presse+ readers
 didn’t read
 the print newspaper before LA PRESSE+ Daily Audiences
  43. Texte d’introduction 43 0 15 30 45 60 Average Time

    Spent (Minutes) - La Presse+ WEEKDAYS SATURDAY SUNDAY 40
 MINUTES 52
 MINUTES 50
 MINUTES Mins Real Engagement
  44. 44 We need to stop thinking this way Newspaper Important


    news Digital Not important news
  45. 45 This is what we try to do now ->

    ROI Digital Typical News Story
 (what?) Digital 45 mins News Story that we invested in (why?)
  46. Texte d’introduction 16th La Presse is now the 16th most

    
 influential brand with Millennials, 
 moving up 16 spots since 2014 46 Real Engagement
  47. OVER INDEXING 0 % 18 % 35 % 53 %

    70 % 28 % 46 % 17 % 52 % 47 % 63 % LA PRESSE+ STATE PRINT LA PRESSE+ STATE PRINT ADULTS 25-54 HOUSEHOLD
 INCOME > $100K+
  48. Texte d’introduction 48 0 0,15 0,3 0,45 0,6 Colonne1 Liked

    or Really Liked Somewhat Not at all 10 % 34 % 56 % 90% of readers have a favorable response to advertising as part of the experience 90% Ad Acceptance
  49. Texte d’introduction Ad Revenue Transition 49 82% 88% 88% of

    all our revenues
 are now dIgital
 
 Compared to 15% at launch (April 2013) 88% of top 200 print existing accounts had successfully transitioned to the tablet-only product
  50. Texte d’introduction 50 $51 CPM High quality profile, with high

    impact and visibility Ad appreciation, ad recall, and guaranteed impressions Mobile 
 Display Desktop 
 Display Radio Magazines Direct 
 Mail Desktop 
 Video Newspaper TV La Presse 
 Print La Presse+ 51 $ 38 $ 34 $ 33 $ 25 $ 20 $ 14 $ 14 $ 10 $ 3 $ 32 $ 7 $ 5 $ 2 $ CPM in our Market Place
  51. Texte d’introduction Goals Develop a unique, 
 engaging product Build

    a daily ritual with 
 a loyal audience Improve audience profile Build a digital organization Retain our premium
 print CPMs Recap 51 Results Record-breaking Engagement Outperforming market in key demographics ∼90% of ad revenue is digital, 82% of our revenues Premium CPM’s with great advertiser relations
  52. Texte d’introduction 52 Tablet Penetration in Australia (M) 2013 2014

    2015 2016 2017 2018 Tablet Users (M) % of Internet Users % of Population 54,3 % 52 % 48,9 % 45,3 % 41 % 32,8 % 70,9 % 68 % 64 % 59,5 % 54 % 43,4 % 12,7 12,1 11,2 10,3 9,2 7,3 32,8 % 41 % 45,3 % 48,9 % 52 % 54,3 % 43,4 % 54 % 59,5 % 64 % 68 % 70,9 % Source: eMarketer, February 2015 Think of What you Could do Here
  53. The Demo 4 A NEW BUSINESS MODEL FOR THE DAILY

    NEWS INDUSTRY
  54. Demo

  55. 55 @TorStarEditor Michel Cooke EDITOR Toronto Star Toronto @madmac Jean-Marc

    De Jonghe VP DIGITAL PRODUCTS La Presse Montreal