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Reimagining the magazine subscription in an Amazon world
- 6. Project methodology & background The mag sub in context YouGov Survey (2,000) 7 focus groups Dovetail SSS (145,000) Publisher research
- 7. Reimagining the mag sub The mag sub in context Mapping the RRM world Mapping current mag purchasing Enhancing the mag subscription The B2B dimension Report structure
- 8. Reimagining the mag sub The mag sub in context Mapping the RRM world Mapping current mag purchasing Enhancing the mag subscription The B2B dimension
- 9. Mapping the RRM world
- 11. Reimagining the mag sub The mag sub in context Mapping the RRM world Mapping current mag purchasing Enhancing the mag subscription The B2B dimension
- 12. The magazine purchasing model Magazine Consumption Content Platform Purchase Channel Repertoire Flex Magazine Addiction Subscription Mentality
- 15. Magazine market sector map
- 16. Magazine consumption outputs Reader Value £5.40 spend per month 3.0 issues read per month -16 trend in reading
- 18. Magazine purchasing personas 10 20 30 40 50 60 70 80 90 100 110 10 15 20 25 30 35 40 Mag Sub % Age (% under 35) Persona Magazine Spend Print Zealots Print Conservatives 121 Print Flexers Print Dabblers Digital Radicals Digital Enhancers Digital Experimenters 102 116 44 63 128 35 Older Younger
- 19. Magazine purchasing personas 10 20 30 40 50 60 70 80 90 100 110 10 15 20 25 30 35 40 Mag Sub % Age (% under 35) Persona Magazine Spend Print Zealots Print Conservatives 121 Print Flexers Print Dabblers Digital Radicals Digital Enhancers Digital Experimenters 102 116 44 63 128 35 Older Younger
- 20. Magazine purchasing personas 10 20 30 40 50 60 70 80 90 100 110 10 15 20 25 30 35 40 Mag Sub % Age (% under 35) Persona Magazine Spend Print Zealots Print Conservatives 121 Print Flexers Print Dabblers Digital Radicals Digital Enhancers Digital Experimenters 102 116 44 63 128 35 Older Younger
- 21. Magazine purchasing personas 10 20 30 40 50 60 70 80 90 100 110 10 15 20 25 30 35 40 Mag Sub % Age (% under 35) Persona Magazine Spend Print Zealots Print Conservatives 121 Print Flexers Print Dabblers Digital Radicals Digital Enhancers Digital Experimenters 102 116 44 63 128 35 Older Younger
- 22. Reimagining the mag sub The mag sub in context Mapping the RRM world Mapping current mag purchasing Enhancing the mag subscription The B2B dimension
- 23. Unpacking the magazine subscription Givens Enhancements Variables Content quality Rewarding loyalty Title flexibility Competitive pricing Payment options Membership Easy cancellation Frictionless processes Gifting Fast & faultless delivery Trial Content Atomisation Fast problem resolution Added value Control & personalisation Subscription theatre Content architecture Ecommerce
- 24. Membership: who wants it? Buyers Supporters Investors Contract Club Community
- 25. Membership: who wants it? Buyers Supporters Investors Contract Club Community • Core versus generic benefits. • Understanding the real role of the brand. • Magazines as benefits in a bigger club. • Getting embedded in the “life-flow”
- 27. The overload cycle • Shifting focus from front-end to in-service. • Reacting in real time to overloads. • Getting the benefits right. • Fast & frictionless cancellation.
- 28. Reimagining the mag sub The mag sub in context Mapping the RRM world Mapping current mag purchasing Enhancing the mag subscription The B2B dimension
- 29. The B2B / Consumer interface • The B2B magazine landscape • Attitudes to work • How B2B magazines have changed • How B2B magazines are read • What Consumer can learn from B2B • What B2B can learn from Consumer • Subscribing to B2B magazines
- 30. Reimagining the mag sub The mag sub in context Mapping the RRM world Mapping current mag purchasing Enhancing the mag subscription The B2B dimension
- 31. What do you think about these?.....
- 32. What if?...... + + = ?
- 33. The magazine consumer’s purchase options Content Platform Delivery Channel Commitment Information Unit Payment Print Retail Single Copy Issue Method Digital Home Delivery Post Retail home delivery Ongoing Open-ended Fixed term Article Frequency Click & Co (shop save) Minimum Information Unit Digital Stream Download Flow of free (access-level) content
- 34. Reimagining the mag sub The mag sub in context Mapping the RRM world Mapping current mag purchasing Enhancing the mag subscription The B2B dimension
- 35. Understanding the magazine now • Understanding buying as deeply as reading • Tracking readers’ changing digital activity • Understanding the role of the magazine brand • Mapping the multiples • Preparing for the Digital Jump
- 36. Following the global RRM trends • From front-end choice to in-service control • From lock-in to satisfaction • From subscription to membership • Free as a pathway to paid • Maximising the multiples
- 37. Optimising the existing assets • Joining up the dots Print + digital Retail + direct Reading + buying • Moving from bolt-on to rebuild • Maintaining quality in every dimension • Owning the complete magazine experience • Tailoring offers & models
- 38. 4 key challenges Balancing Retro & Relic
- 39. 4 key challenges Balancing Retro & Relic The loyalty timebomb
- 40. 4 key challenges Balancing Retro & Relic The loyalty timebomb The smartphone opportunity
- 41. 4 key challenges Balancing Retro & Relic The loyalty timebomb The smartphone opportunity Breaking through the noise
- 42. Some practical suggestions • Break down the internal silos • Take everything apart & then reassemble it • Develop a deeper understanding of the end user • Segment and automate everything possible • Rethink what “customer service” really means • Build partnerships • Watch Amazon and grocery retail
- 43. Joining up the dots of a multi-dimensional medium