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FIPP ASIA PACIFIC CONFERENCE REVIEW


The 4th


It atracted more than 450 media executives from all over the world who heard insights from international media companies about how they are growing their companies


7 www.fipp.com/events FIPP Asia-Pacific Digital Magazine Media Conference took place in Beijing in No ember.


great ideas from Beijing


01 Digital content distribution is changing – dramatically Driven by the range of devices people have and the time of day they want to access content. It means we have to think carefully about how we use that knowledge to present our content.


02 Video is the preferred form of content The consumer is in love with it. Ad revenue from video is growing fast. Simple conclusion is that you must create video content. And premium rates go to original content.


03 Programmatic – if you don’t understand it, you’ll fail Depending on where you are in the world, it will be between 30-90 per cent of your digital advertising revenue. If you don’t know about it – find out.


The FIPP Asia-Pacific Digital Magazine Media Conference took place in Beijing last month, atracting more than 450 executives who tackled topics such as ecommerce, big data, digital newsstands and programmatic advertising. Chris Llewellyn, FIPP’s president and CEO offers seven insights from the event.


04 Media is a lifestyle The consumer, by the way they are using


online and social media channels, has become a media company. Consumers should be at the centre of your strategy and you must know as much as possible about them.


05 Because you can measure it, doesn’t mean you have to We can often get trapped in too much knowledge – Geoff Hird from Westwick- Farrow Media said at this conference that small, focussed data is where you can make real money. Find out what’s really important, and focus on that. Look at your data, analyse it and work out how it can help you.


06 Ecommerce works! The launch of Grazia Shop was announced at


this conference. Ecommerce is legitimate for magazine media companies to do, but you need specialist skillsets to implement it. The move to ecommerce has to be supported from the top, where those in charge must endorse any project.


Turn to pages 21 and 25 for information about upcoming


FIPP events, or visit www.fipp. com/events


07 If it’s not uncomfortable, you’re not changing enough To become a modern magazine company capable of making the transition, you need to change. You’ll bring


different skills into the business, reporting lines will change – you may even need to change the architecture of your company – but this needs to happen.


FIPP FRINGE VISITS… THE GREAT WALL


The Asia-Pacific Conference included much ‘FIPP Fringe’ activity, the highlight of which was a visit to The Great Wall of China on 13 November, where a group of conference


attendees took a cable car up to Mutianyu – a section of the Great Wall located in Huairou County, 70km northeast of central Beijing.


How did we get down? By toboggan, of course! Needless to say, fun was had by all and lots of new FIPP friends were made.


Find out about future FIPP Fringe activity from claire@fipp.com.


Magazine World | Issue 86_2014 49


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