Opportunity beckons…

(Pursue and win more readers)--Brian Pereira

Audience

• Who is my target audience?

• What is the choice of media? Print vs Online (ratio)

• Choice of device for reading content

• What kind of topics and stories get the most views?

• Readers in India (general) – What do they read? – In what languages?– Demographics

1994

1998

Opportunity beckons…

Look for opportunity and tap it quickly to gain competitive advantage.

2012

Multiple sources for news

• 100s of news websites• News aggregators• E-newspapers and magazines• E-newsletters• White papers• Video • Podcasts• TV and Radio

Create your news

• Blogs, Wikis, CMS• Social media• SMS• Personal websites

Where’s the opportunity today?

Go to your audience

• Online Surveys (qualitative and quantitative)• Interviews (qualitative)• Database• Web Analytics

Who is our reader?

• Print: CIOs, CTOs, CISOs, Head IT, VP-IT, AVP-IT, vendors, PR agencies etc

• Online: All of above + Software engineers, network admins, students, analysts, market researchers

Choice of media

• Choice of device for reading content

A CIO’s reading habit

• 3 – 4 hrs daily reading• 1 hr on Internet/phone/tablet• 1 hr – scan through 5 newspapers• Subscribes to 50 – 60 newsletters• 2 – 3 click-throughs per week on InformationWeek

newsletter• Print: Reads 6 IT magazines daily (1 hr a day); reads

all the headlines; selectively reads articles

Choice of device

• 2,3 Google study : The New multi-screen world

• 8, 9, 11

• Phone for alerts• Tablets: News on move• Web: To scan through articles; Search; for latest news• Print: For longer articles, in-depth research • Radio, TV and newspapers in the evening (leisure)

Topics & stories

• Avoids vendor focused article; prefers business and

CIO focused articles

• Reads articles that set a thought process

• Strategic planning, debates, opinionated

• Reads photo-quotes, summary boxes

• “Articles should have relevance and context for me”

What do our readers look at on our site?

• Popular Sections: Software, Mobile, Storage, Security, BFSI, Cloud, Big Data, Top story

• Case Studies• Download magazine (PDF)• EDGE stories

• Analytics: Peaks on Mon & Thursday

Online vs Print

Readers in India

• What do they read? • In what languages?• Demographics

List of newspapers

• http://en.wikipedia.org/wiki/List_of_newspapers_in_the_world_by_circulation

• Times of India (TOI) – 7.6 mn all-India average readership

• Hindustan Times – 3.9 mn• The Hindu – 5.4 mn• The Telegraph – 6.4 mn

Other media

Internet – penetration is 11% - will reach 150 million by end of year

Television - Mobile – 800 mn subscribersTablets – CMR study

Tablets in India (CMR)

• Indians bought 0.55 million Tablet computers in Apr-Jun 2012 Qtr

• 59% Quarter-on-quarter growth• 673% Year-on-year growth• Increase in shipments mainly due to entry of new

tablet vendors and introduction of offerings from existing vendors at low to medium price points

• India Tablets market is still at a nascent stage

Social Media (Oct 2012)

• Twitter: 1,000 followers• Facebook: 3,593 fans • Linkedin Group: 592 members

• Competition on Twitter• BizTech2 – (@biztech2tv)- 198 followers• IT Next (@ITNEXT_IN) -10 followers• CIOL (@CIOL_NEWS) -1,103 followers• CIO – Not found• CXOToday (@CXOtodayAlerts)- 707 followers

Opportunity

• InformationWeek education/knowledge series• Site for network admins (Network Computing?)• Access on tablets, across devices• Relevant content (vertical focus; CIOs)• Reports, analysis, customized newsletters, news• Interact with readers on social media (polls,

surveys)• Micro sites (specific to cloud, big data, security etc)• Partner with biz. TV channel (e.g. Super Techies show)

• Content syndication – mass media publication

Thank you