publication: innovations in magazine media FIPP INNOVATION FORUM – 26-27 JUNE 2014


The FIPP Innovation Forum is a two-day hands-on seminar focused entirely on what and how to innovative in magazine media publishing across all platforms and channels. Based on the five-year research collaboration between FIPP and Innovation Media Consulting to create the annual FIPP Innovations in Magazine Media World Report, the two-day Innovation Forum will select some of the best case studies and methods applied to innovate magazine media brands in print and digital.


The FIPP Innovation Forum will initially outline ‘the innovators’ dilemma’ - how and what to innovate within a company, whether it be incrementally, radically or in a transformative way. Secondly, the FIPP Innovation Forum will present: ‘meet the innovators’ - key innovative figures will tell their stories in detail and share best practice with results and reflections.


Finally, the event will review the best innovations in magazine media from the past five years from all over the world, with a specific focus on those which increased reach, relevance and revenue. www.fippinnovationforum.com


ad in the Brazilian magazine, Veja Rio, featuring an ultra-thin solar panel and USB phone plug. The solar panel powered the plug, which powered the reader’s phone. It’s been roughly three and a half years


since the launch of the iPad — six and a half years after the first iPhone came out — and we are in or fast approaching the “Golden Age of Mobile,” according to mobile indus- try consultant and author Chetan Sharma. “We are entering the ‘Connected Intelligence’ era,” Sharma wrote last summer. “These two operative words are going to define the next phase of human evolution and are going to dramatically change every industry vertical from the ground up. Welcome to the Golden Age of Mobile.” Globally, the smartphone market passed a major milestone in 2013, with 1bn devices sold during the year, according to the research company International Data Corp (IDC). Global tablet sales surged 50 per cent in 2013 and mobile sales surpassed PC sales at the end of 2013, according to IDC. By 2017, smartphone sales will hit 1.8 billion representing 82 per cent of total mobile phones sold, according to Smartphone Quarterly. Nearly two thirds of US adults own a smartphone, and roughly 40 per cent have a tablet, according to 2013 research from the Pew Research Centre. In Europe, smartphones have a 55 per cent market share in Europe’s big five countries (Germany, UK, France, Italy, and Spain), according to comScore. In Western Europe, shipments of tablets and smartphones exceeded 230 million units in 2013 and revenues approached $120 billion — an increase of 11 per cent


compared with 2012, according to IDC. The future is even brighter, with analyst Forrester projecting a quadrupling of tablet ownership by 2017. The firm predicts the percentage of online adults owning a tablet will hit 55 per cent by 2017, after being a mere seven per cent in 2011. The increasing penetration of smartphones and tablets is already having an impact on magazines, with some publishers seeing huge jumps in mobile traffic. In the US, The Atlantic and Forbes, for


example, are getting 30 to 50 per cent of their traffic from mobile respectively.


Mobile ads Mobile advertising is projected to be the key driver of the global advertising economy over the next three years, delivering more than US$30bn of the forecast $90bn in new revenue by 2016, according to a study by global media buying agency ZenithOptimedia. Magazine mobile revenue is growing because magazine mobile traffic is exploding. BuzzFeed now gets more than half of its traffic from mobile, including half of its video traffic. The Atlantic is getting 30 per cent of its traffic from mobile. Internet traffic from mobile devices is


expected to exceed that from desktops for the first time in 2014, according to marketing company Syndacast. Despite the booming number of magazine consumers on mobile, advertisers have, until recently, placed little value on catering specifically to mobile devices, preferring to repurpose desktop, or even television, content.


Knowing that consumers keep their smartphones with them at all times, advertisers can combine geo-location with social media tools and big data to hit the trifecta of advertising: access, need, and an opportunity to satisfy that need... immediately.


Native advertising When you open your email, Google a recipe, look for a silly cat video, search for a holiday, comparison shop for cameras, or simply try to read an article a friend recommended on Facebook, it’s there. Native advertising. Native advertising consists of discreetly hidden placed content blocks embedded within the content you were originally seeking, designed to look almost exactly like the “real” content itself, and directly relevant to the subject you were researching. Hence the term native. And it is, indeed, everywhere. An Online


Publishers Association and Radar Research study found nearly 75 per cent of all digital publishers already use native advertisements. Despite all the buzz, “native advertising” has actually been around for decades in the guise of sponsored pages or sections and advertorials. But back then, it was painfully easy to spot it (and generally painful to read it). Not anymore. The key to the 21st


century version of “native


advertising” is that it be high quality and directly relevant to the topic at hand. In tests pitting native ads against banner ads, the study found that: Native ads are more visually engaging than banner ads. Consumers looked at native ads 52 per cent more frequently than banner ads Native ads registered a nine per cent high brand lift and an 18 per cent higher


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In Europe, smartphones have a 55 per cent market share in Europe’s big five countries (Germany, UK, France, Italy, and Spain), according to comScore fipp.com issue 82_2014 | Magazine World |23


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