the peel lessons learned v2
TRANSCRIPT
iPad App, Curated Content: Ups & Downs!
reach new users? add new revenue stream?
@hoosier40
Why create iPad app? Why curated content?
1 in 3 internet users to use Tablet by 2014
Percentage of iPad users among Tablet
The demographic of Tablet users
Tablet users want content to function w/ device
Younger demographic wants unique content
50+ demographic wants replica!
@hoosier40
1 in 3 internet users to use a tablet by 2014
US market, eMarketer Nov, 21, 2011
Percentage of iPad users among tablets
US market, eMarketer Nov, 21, 2011US market, eMarketer Nov, 21, 2011
Demographic of Tablet users
US market, Report by Pews Research Center Oct 25, 2011
Younger demo wants content differently
Building content for a mass audience doesn’t
work anymore…
More personalized by their likes and dislikes
Want unique content specifically designed for the device
They are not already reading your product, so you have to reach out
@hoosier40
Unique content every day Daily, regularly scheduled multi media feature stories Content that takes advantage of the iPad functions Aimed at a younger demographic than newspaper
OCR iPad app: Reaches out to younger demo
OCR traditional print demo wants digital replica!
They like convenient access to content via smartphone
Shorter versions of same stories are fine Like what they are used to – replica and news
Tablet apps designed for traditional audience
OCR iPad app transforms the print newspaper!
@hoosier40
OCR App: content made for iPad functionality
Community building & growing downloads
Create a VOICE! A profile
Targeted advertising Social Media
What did we learn after initial launch?
Surveys showed people liked graphical approach
Most users were similar demographic as website audience
Questions concerning location of stories seen on website & obituaries
Hard to find sections pertaining to print product
Small numbers of new audience
Why did we rebrand app in 2012?
Admit failure to reach new audience OCR brand while credible was a negative Audience we wanted was more about video &
content specific to them Communicate findings & corrective actions Change marketing to only use social & media
associated with audience Use social & audience we were after to come
up with name Adopt TV like approach to marketing &
content
@hoosier40
Rebranding: OCR iPad App becomes The Peel
The Peel Monthly Insights
The Peel: Target ads to 25-45 yr old iPad users
Average: 35 - 49 years old 61.7 / 38.3, male/female 53.9% annual income $100k or higher
The Peel 2012 Survey Results
Drive inbound traffic to a website…
The Peel, a bright spot according to Newsosaur
2012… the explosion of iPads sold
iPad sold 17 million units in Apr-Jun '12 - NEW RECORD
More iPads sold in this period than any PC manufacturer sold of entire PC line
Last year iPad had 62% market share NOW 68% share
iPad is 91% of all tablet web traffic - Where are all the other tablets
700,000 apps in store 250,000 specific to iPad Apple has sold 400 million IOS devices
through June of this year
Revenue Stream from Mobile Apps
@hoosier40
Ad Spending needs to catch up w/ Time Spent
SS
Tablet users are even more engaged!
Tablet consumers spend more time daily Check headlines 52%, read articles 42%
US market, Report by Pews Research Center Oct 25, 2011
Selling Ad Space using Share of Voice vs CPM
On Tablets, users are more engaged with the content and the ads:
High Click Through (0.7%+) 3X higher visits 11X higher page views per unique than web
Much higher time spent SOV is about percentage of pages viewed vs. CPM
Unique audience is worth more and is sold in
a different way
@hoosier40
medium is new so we create the landing pages
print ad ‘clutter’… to iPad excellence!
@hoosier40
Where do we see this going?
More ad impressions• Page views will continue to grow
Standalone sales teams• Focused on selling mobile in larger
marketsSubscription based?
US market, Report by Pews Research Center Oct 25, 2011
Lessons learned… the good stuff
We learned a key factor in attracting a younger audience was to brand the product with a unique name (non-replica of the newspaper), and play down any connection to its legacy brand.
Collaboration is very important with existing content sources, as the resources available from the legacy brand are vast.
@hoosier40
Lessons learned… the good stuff
Video must play a major role in the development of content..
We inspired many other content businesses to follow our lead and produce content similar to The Peel.
The key component of The Peel each day was the feature story, with interactivity –with iPad functionality.
We averaged around 5,000 “Uniques” per week and had over 125,000 total downloads of the app.
Lessons learned… the not-so-good stuff
We started out thinking the best thing we could do was to tie our publishing efforts into our existing content management system and workflow. What a mistake.
We should have developed more video and original content sooner.
The name change to “The Peel” (from its original name “OC Register Tablet app”) occurred a bit late in the game.
@hoosier40
Lessons learned… the not-so-good stuff
We should have created a Sunday edition of The Peel.
Finally, sales and advertisers weren’t ready for this new medium’s type of analytics. Selling “share-of-voice” was foreign to our sales reps and advertisers, who wanted to talk cpm based buys.
@hoosier40
With new ownership came new expectations
The investment period for The Peel was cut off a year too short before we could witness true success.
I believe the future is bright for products designed to engage and deliver what a user expects from the device they are using.
Publish around audience expectations, don’t try to repurpose traditional newspaper content to fit the screen of the device.
@hoosier40
How to manage disruptive change at legacy?
Do your homework Get CEO backing Field the right team – don’t repurpose Recruit a sales champion Admit failures & build on them
@hoosier40
How does The Peel compare to The Daily
The Daily was staffed as a success from day one – 200 people
Tried to be iPad version of newspaper – transition vs acquisition
Moved to subscription base before enough scale of iPad audience
Never adopted TV style approach w/marketing or shows
Newscorp restructuring – lost CEO support
The original OC Register Tablet team
Doug Bennett, Benwood Farm: Mobile in Action!
@hoosier40
