Rubrik: bostoncosnulting
Talk of Katharine Sayre, Vice President, Boston Consulting Group
Some (maybe completely confusing or even totally wrong) notes on Katharine Sayre's talk at Magazine 24/7.
Consumers are shifting their time to the internet.
Tremendous growth in media usage comes though internet.
Four main behaviours of users:
1 trading up / trading down (live ppv events / free versus paid)
2 unbundling (search, cherry pick)
3. customization (re-aggregating)
4. creating / sharing (blogs, ...)
They go much more often to newspaper sites that are updatetd frequently than to mag sites
Advertisers are shifting their ad dollars, traditional media have been flat. Yahoo, Google, AOL, MSN, represent 65% of this growth.
Successful strategies online: Forbes, BetterHomes
Theknot.com versus Brides / Modern Bride Mag online: 1.2 Mio visitors versus 457K visitors
Consumer have no patience. If they go online, they want to find immediately what they want.
Two opportunity areas: online search, mobile content
Google's motto: The algorithm will always triumph.
Magazine Strategies: deep, rich content, editorial point of view, expert source of information, forming community of interest, relationships with advertisers in specialized categories
Embracing new digital attributes, using contextual ads on websites, offering searchable content, utilizing mobile-related services
Examples bhg.com, mvibe, ellegirl (taking pictures of calendar), epicurious (recipe on mobile device), maxim (mobile wallpapers)
Trend in charging for archive? Idea: Creating a personal archive.