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

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
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