Digital Native Publishing

The Inside Story of 100M readers

Julian Childs, Managing Director Business Insider UK & EMEA

2

3 writers in loading dock in New York

~1,000 readers per day

Founded 2007Largest Digital

Business Readership

375+ staff (170+ journalists)

~4 million readers per day

~79 million per month

Reaching the new generation

of business leaders

Source: Google Analytics (September, 2016)

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We started with a simple theory…

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New Medium

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New native storytelling and distribution

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This…

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…is different from this.

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So these…

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…would be different from this.

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We focused 100% on digital

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We did not try to mimic print or TV

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And

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-

20

40

60

80

100

Mil

lio

ns

Source: Google Analytics (2016)

It Worked …. 100M+ Readers In Less Than 10 Years

Business Insider Traffic – 0 to 100

2007 2016

14Source: comScore (Feb, 2016)

And it worked again , locally!

#1 UK Business News + Tech Site

0

1,000

2,000

3,000

4,000

5,000

6,000

Business Insider

Forbes.com

FT.com

WSJ.COM

Bloomberg.com

Economist.com

Guardian Business

Quartz.com

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Not Your Traditional Business Audience

Business Insider Top 5 Business Sites (Median from Bloomberg, Economist, Forbes, FT, WSJ)

% Mobile Traffic

Median Age

38

79%

£49,347

34

51%

£48,153Median HHI

Source: comScore 2016

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A Younger Mobile Audience

Source: comScore (July, 2016); *Mean of Forbes, WSJ, Financial Times, Bloomberg & The Economist

73%of BI UK unique users

from mobile/tablet

3 in 4UK visitors read BI content on

mobile devices (77% UVs)

2 in 362% UK mobile users are

millennials (A18-34)

Only 29% of BI UK's mobile audience also visit Forbes on mobile in a given month, compared to 8% for WSJ

62%BI Readers are

Millennials or Younger

(A15-34)

44%Readers of Top 5

Business News Sites

(A15-34)*

compared to…

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The Shift Is Generational

Younger audiences prefer digital to traditional media

Source: Ofcom Adults’ Media Use And Attitudes Report (April 2014) Q: Which of the following media would you miss most?

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32 34

48

58

68 6947

3626

17

7

23

18

15

2015 14

1113

4

4 8 7 8

122

14

3

9

Aged 16-24 Aged 25-34 Aged 35-44 Aged 45-54 Aged 55-64 Aged 65-74 Aged 75+

Read newspapers/ magazines

Listen to the radio

Go online via computer/ laptop/ netbook/tablet

Use a smartphone

Watch television

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The key to our success?

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Native digital.

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How?

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Two key components

1. Storytelling

2. Distribution

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Storytelling

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Print & TV formats still work…

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Articles…

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Pictures…

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Interviews…

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But so do native digital stories…

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Live-blogs…

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Links…

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Picture Stories…

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Charticles…

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Texts, Tweets and Messages…

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Instagrams…

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Snapchats…

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GIFs…

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Vines…

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Digital videos…

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Great (digital) stories drive everything.

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Readers share great stories (social)

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Search engines send

readers to great stories.

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Great stories bring readers back.

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There are no shortcuts.

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The same is true for storytelling brands…

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How do you perfect

native digital storytelling?

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Experiment!

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I have not failed. I’ve just found

10,000 ways that won’t work. “ ”- Thomas Edison

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The internet is the publication.

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Distributed Storytelling Across Social Platforms

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So why bother with native

on publishers environments?

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Expertise, Environment, Engagement

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Technology is critical.

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Precise real-time readership data about:

• Stories

• Authors

• Sections

• Referral sources

• Sharing and Social Analytics

• Platforms (including screen sizes)

Real-time publishing and distribution system

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Site Analytics and Trends

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Homepage Analytics

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Story Analytics

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Our Publishing Expertise Allows Us To…

Create better content

Focus our resources

Learn continuously

See what is getting read and shared

Readers tell us what they love and distribute stories for us

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We learn what content works and

apply to brand content

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New Medium

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Generational Shift

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New Native Brand Engagement

63S

lide

sh

ow

sIn

fog

rap

hic

s

Vid

eo

sS

tori

es

Native Content (BI Studios)

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Just some of our UK Brand Partners To Date

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Two key components

1. Storytelling

2. Distribution

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What’s Next ?

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Social Storytelling

Insight:

Viewers make the decision to share a video

within the first 2-3 seconds of watching it.

Social-First Video:

Tell compelling stories that get viewers to

lean in and share across social channels.

Best practices:

• Auto-play

• Sound-optional

• Hook shot

• Visually stunning

• Captivating on-screen text

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Editorial Sponsorship

Native alignment with editorial social videos

around relevant topic for brand advertiser

Product Placement

Native integration of a brand or product

directly within editorial social videos.

Branded Content

Custom branded social videos produced by

BI Studios.

Social Content for Brands (Off Platform)

Thank you