Reimagining our Collections by Reimagining our People - Sinéad Keogh
Reimagining the magazine subscription in an Amazon world
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Transcript of Reimagining the magazine subscription in an Amazon world
What would Amazon do?
Project methodology & background
The mag sub in
context
YouGov Survey (2,000)
7 focus groups
Dovetail SSS
(145,000)
Publisher research
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
Reimagining the mag sub
The mag sub in
context
Mapping the RRM
world
Mapping current mag purchasing Enhancing
the mag subscription
The B2B dimension
Mapping the RRM world
The hyperactive Amazon
Reimagining the mag sub
The mag sub in
context
Mapping the RRM
world
Mapping current mag purchasing Enhancing
the mag subscription
The B2B dimension
The magazine purchasing model
Magazine Consumption
Content Platform
Purchase Channel
Repertoire Flex
Magazine Addiction
Subscription Mentality
Magazine content platform
Magazine purchase channel
Magazine market sector map
Magazine consumption outputs
Reader Value
£5.40 spend per month
3.0 issues read per
month
-16 trend in reading
Magazine purchasing personas
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
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
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
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
Reimagining the mag sub
The mag sub in
context
Mapping the RRM
world
Mapping current mag purchasing Enhancing
the mag subscription
The B2B dimension
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
Membership: who wants it?
Buyers Supporters Investors
Contract Club Community
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”
The overload cycle
The overload cycle
• Shifting focus from front-end to in-service.
• Reacting in real time to overloads.
• Getting the benefits right.
• Fast & frictionless cancellation.
Reimagining the mag sub
The mag sub in
context
Mapping the RRM
world
Mapping current mag purchasing Enhancing
the mag subscription
The B2B dimension
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
Reimagining the mag sub
The mag sub in
context
Mapping the RRM
world
Mapping current mag purchasing Enhancing
the mag subscription
The B2B dimension
What do you think about these?.....
What if?......
+ + = ?
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
Reimagining the mag sub
The mag sub in
context
Mapping the RRM
world
Mapping current mag purchasing Enhancing
the mag subscription
The B2B dimension
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
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
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
4 key challenges
Balancing Retro & Relic
4 key challenges
Balancing Retro & Relic
The loyalty timebomb
4 key challenges
Balancing Retro & Relic
The loyalty timebomb
The smartphone opportunity
4 key challenges
Balancing Retro & Relic
The loyalty timebomb
The smartphone opportunity
Breaking through the noise
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
Joining up the dots of a multi-dimensional
medium
