Why was 2012 such an important year for Future? It was a year of real change, as we sought to accelerate our transition to digital. We have a twin track digital strategy: driv- ing our international position as a leading tablet publisher while at the same time developing a template for low-cost interna- tional online growth for our pillar brands. We define ourselves by our innovation and agility. We‘ve developed our own app crea- tion software – FutureFolio, sold more than two million products through Apple’s News- stand in the last year, and has grown our global online presence by 70 per cent to more than 50 million monthly unique users.
What is the rationale behind your twin track digital strategy? In simple terms we see two different rev- enue models. On tablets we now know we can command a ‘cover price’ for our digital editions. Online we gener- ate revenue growth through advertising, sponsorship, and e-commerce. Future creates content around five core sectors: Technology, Entertainment, Music,
Creative and Sport and Auto. All of these sectors serve communi- ties of passionate enthusiasts or consumers looking for trusted expert advice – and all gener- ate content that travels very easily into other international markets. The new and emerg- ing digital platforms give publishers with high-quality content the opportunity to create a borderless business and grow revenues along both digital tracks. That is the goal we have set for ourselves.
Why was the launch of Apple’s Newsstand such a game changer for Future? Tablet devices are a wonderful plat- form for magazine content – the imagery is stunning, the interactivity is highly engaging. And, of course, tablets have shown without doubt that consumers will pay for digital content on a regular basis. Apple led the way with the iPad – and the launch of Apple’s Newsstand in October 2011
RESULT: HOW CONTENT ADAPTS TO READER’S TEAM
Powered by FutureFolio, Football Week is a new, live- updating digital interactive magazine for the iPad. On sale every Friday for followers of the English Premier League, it allows users to personalise the front page to feature their favourite team, previews every game in full, and live-updates across the weekend with updated PA information. “It’s a genuine first for Future,” says CEO Mark Wood. “We are moving rapidly outside the boundaries of our traditional business and fusing the best aspects of print and web media together for the tablet.
Future’s craft portfolio continues to lead through innovation and inspiration in the UK hobbies and crafts market
was definitely a game changer. It created an ‘iTunes for magazines’, making them so much more discoverable. Future had more than 55 of its titles on Newsstand at launch and now has more than 100. But our commitment is to work with all the platform partners – just before Christmas we launched more than 40 titles onto Google Play’s new Magazine Shop.
How have you benefited from FutureFolio? FutureFolio is the app creation software which powers the majority of our digital editions – including the fully interactive HD editions of Total Film, Edge and MacLife. Because it’s been created by publishers for publishers it’s inherently designed to inte- grate into existing production workflows with great efficiency. And FutureFolio is also truly scalable. We can create a standard page turner and then, as required, add inter- active elements or go the whole hog and create a fully interactive HD digital edition. And the technology is opening new mar-
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“Tablets have shown without doubt that consumers will pay for digital content on a regular basis...”