becoming more than a publisher, arne wolter

Seite 1

Becoming more than a publisher:Building communities around brands

Arne Wolter, Deputy Chief Digital Officer/Deputy Chief Sales Officer,

Gruner + Jahr AG & Co. KG

Digital Media Strategies, 4-5 March 2014, London

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1 - Print is dead?

No, it isn‘t

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Magazines for these men, …

I LIKE

BEEF!

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… for these women, …

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… for communities of interest

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Magazines for communities of interest

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2 - Content driven websites

Lousy pennies

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Making money with websites

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A specific situation brings…

specific needs &

specific interests

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3 - Apple, Google, facebook,

…

They all need us!

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Content is sexy

We have the beauties,

the content, the brand!

They have the nerds.

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Yes, because we reach the

communities of interest

4 – Can we do ecommerce?

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Lessons learned

1 – Print is not dead

2 – We can make money with

websites

3 – Apple, Google & fb are our

friends

4 – We can do ecommerce

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Group, sharing specific interests

User-View Advertiser-View

Over all channels

What is a community of interest?

field of interest

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Using different channels

I am interested in

…

buy

Multi

media

user

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Living

Women

Family

Food

People & Fashion

News

Science

Economy & SI

Print Digital

Our communities of interest

EXISTING

MAGAZINES

NEW

MAGAZINES

ADDITIONAL

BUSINESSWEBSITES EMAGS APPS

COMMERCE

& SERVICES

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Community

eCommerceAdvertising- one channel

- multi channel

- crossmedia

eMags

Apps

Services

Cooperations…

User

Video content

Social Media

Brands

Print

FOOD

FOOD Cosmos

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Einfach. Lecker.

by Anne Lucas

Anettes kleine Küche

by Annette Leitz

Lusia kocht

by Luisa Gianetti

Budenzauber

by Patrick Kempf

Backen Know-How

by Rike Ditloff

Just vegan

by Nicole Just

Kochen Know-How

by Fabio HaebelKinderteller

by D. von Cramm

Hack‘n‘Roll

by Marc Balduan

To be continued

FOOD COSMOS

Rezepte fürs Leben

cooking classics

G+J video content

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Ecommerce cooperation

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Food

Community of interest FOOD

EXISTING

MAGAZINES

NEW

MAGAZINES

ADDITIONAL

BUSINESSWEBSITES EMAGS APPS

COMMERCE

& SERVICES

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Key drivers for success

learn to understand your communities

think user centric and create great products

offer additional services which fit your CoI

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Becoming more than a publisher:Building communities around brands

Arne Wolter, Deputy Chief Digital Officer/Deputy Chief Sales Officer,

Gruner + Jahr AG & Co. KG

Digital Media Strategies, 4-5 March 2014, London