www.pomp-forum.siwww.p-m.si

Michael Höflich, Forum Corporate Publishing

4/3/2010 Slovenia

THE MEDIA WORLD OF CORPORATE PUBLISHING

Michael HöflichManaging Director, Forum Corporate Publishing

Ljubljana, 4. Marca 2010

>> The Association1

• founded May 1999 (14 members)• September 2009: 100 members (D, A,CH)• seven board members• working groups and regional meetings• main office in Munich

FCP BASIC INFORMATION

>> The Market2

Executive Media

Sales People Magazines

Field Service Communication

Teenage Mags

Magalog

Supplements

WallpapersCase Studies

Newsletter

Sales Magazine

Corporate Books

Employee MagazineSpecial Reports

Corporate Responsibility Magazine

children‘s paper

Members Paper

Mobile News Service

Podcast

Mobile Radio

Corporate-TV

Vodcasts

Story-Site

Electronic Magazine

E-Newsletter

Corporate Weblogs

Business ReportsPortals

Customer Magazine

CORPORATE PUBLISHING MEDIA

NewsMag

• number of publications ca. 15.000

• number of publications (FCP) 1.800• circulation (FCP) 990 Mio.

*• online projects per FCP member 7 growth per FCP member 2008 13,5 %• total turnover in CP 4,5 Mrd. €

* p.A.

CUSTOMER MAGAZINES (D-A-CH)

>> The Perspectives3

Corporate Publishing defies the crisis: One fifth of marketing directors expect a rise of relevance compared to other communication activities.

Answer to the question: How will effect the crises the relevance of your Corporate Publishing activities compared to other communication activities?

21.6 68.6 9.8

0% 20% 40% 60% 80% 100%

Durch die Finanzmarktkrise w irddas Corporate Publishing im

Vergleich zu anderenKommunikationsaktivitäten …

an Bedeutung gew innen keine Bedeutungsänderung an Bedeutung verlieren

Effects of the crisis on Corporate Publishing

become more important have constant importance become less important

Because of the crisis CP will…

Almost all the marketing directors agree: Corporate Publishing is the appropriate tool for succesfull communication in times of crisis.

Answer to the question: Do you think that Corporate Publishing offers the appropriate tools for successfull communication in times of crisis?

33.3 52.9 13.7

0% 20% 40% 60% 80% 100%

Das Instrumentarium des CorporatePublishing ist als erfolgreichesMarketingtool in Krisenzeiten …

hervorragend geeignet gut geeignet w eder geeignet noch ungeeignet nicht gut geeignet überhaupt nicht gut geeignet

Suitability of Corporate Publishing as a communication tool in times of crisis

outstanding very good neutral

In times of crisis CP as a marketing tool is…

71.3

53.3

44.4

30.7

25.5

23.0

0 10 20 30 40 50 60 70 80

Cross-Media-Konzepte beim Corporate Publishing werden für uns immerwichtiger

In unserem Kommunikationsmix wird Corporate Publishing zukünftig deutlichan Bedeutung gewinnen

Beim Corporate Publishing werden wir zukünftig vermehrt in neue Medieninvestieren

Wir werden beim Corporate Publishing künftig noch spezifischer auf einzelneZielgruppen eingehen

Wir werden beim Corporate Publishing in Zukunft noch stärker auf dieZusammenarbeit mit externen Dienstleistern setzen

Wir werden beim Corporate Publishing in Zukunft Budgets von klassischenPrintprodukten zu neuen Medien umschichten

We will invest in addition to existing budgets in digital publishing

Printed magazines will stay extremely relevant

CP will gain in importance strongly

We will aim at target groups more specifically

We will increase our cooperation with Corporate Publishers

We will shift CP budgets from print to digital

The future of Corporate Publishing

More than 70 % of the companies will invest in digital publishing in addition to existing budgets. For 53 % of the companies printed magazines will stay „extremely relevant.

>> Print meets Digital 4

80 million people in Germany use mobile phones

We live in a digital world:

1.7 billion people are online worldwide

In Western Europe 43 million MP3-Players sold in 2008

290 million broadband connections worldwide

In Germany there are 25 million

5 million new articles per day at eBay

Podcast

Print as teaser for all types of media

TV on demand

Mobile Videoclips

Interactive Maps

Multiplayer-Games

Print on demand

MagazinMagazine

Audio

Introduction of the Mercedes E class with CP

Podcast

Introduction of the Mercedes E class with CP

E-Newsletter

E-Newsletter

Interactive Movies

Corporate Book

Online Magazine

Mobile Magazine

>> Community-Publishing5

YESTERDAY‘S SEGMENTATION

CUSTOMER PROFILE

Date of birth: 1948

Residence: UK

Sex: male

Marital status: married

Household: with children

Habitation: House owner

Annual income: > 10 Mio. GBP

Ozzy Osbourne

Prince Charles

HOW COMMUNITIES WORK

Alpinist

Bicyclist

Art lover

Folk musician

Cooking enthusiast

Italy vacationer

Bookworm

Wine lover

Gourmets

?Hobby historians

LUFTHANSA COMMUNITY MODEL

Lufthansamagazine

Lufthansa woman‘s world

Lufthansaexclusive

Lufthansabusiness world

ROLAND BERGER THINK:ACT FAMILY

Magazine Newsletter Corporate Book

Studies Microsites Mobile News

>> Individualisation6

Client:DocMorris Retail GmbH

Publisher:wdv

Circulation: 700.000

Frequency:12 x p.A.

Volume:8 pages

DOCMORRIS APOTHEKENMAGAZIN

Client:eBay GmbH

Publisher:PRH Hamburg

Circulation: 20.000

Frequency:4 x p.A.

Volume:48 pages

seller

Examples for Individualization

editorial content custom made for each seller

personal address by Category Manager

individual evaluation of business performance

personal address in the lead article

BLEIBGESUND LIFE

Circulation per year: 40 Mio

Frequency:Six times a year

Target group: people aged 25 until retirement

Volume: 40 – to 60 pages

CUSTOM-MADE MASS COMMUNICATION1. First step: Regionalization

7,5 million circulation – 16 different regional issues with individually designed

• volume• pages• articles

Bleibgesund Life:

One issue

=

ca. 1100 different pressure faces

Example AOK x:Regional issue Bleibgesund Life:0,9 Million circulation

Regional issues added and individualized by specific local news sections in up to 38 versions

2. Second step: Localization

CUSTOM-MADE MASS COMMUNICATION

CUSTOM-MADE MASS COMMUNICATION

Example AOK x:Circulation with local news section in Bleibgesund Life in combination with „jojo“-magazine for children:22.000 copies

3. Third step: Supplements and additional products for specific target groups

CUSTOM-MADE MASS COMMUNICATION

Example AOK x:Issues appropriate for target group:Bleibgesund Life + local news section + jojo + supplement „Curaplan“ for diabetics: 400 households recieve this package

4. Forth step: Supplements for target groups with specific indications

CUSTOM-MADE MASS COMMUNICATION

5. Fifth step: Personalized cover mailings

Example AOK x:Personalized cover mailings 3 individualized copies

• … for a direct sales approach at the first glance.

= Only 3 customers recieve this package!

Age 0-6 Age 6 + Age 12 +Age 17 +,

trainee

Age 19 +,

studentsAge 25 + Age 65 +

Mailing birth

Directmarketing and Interaction

Brochures

Online Communication

Mobile Communicatio

n

Regional Magazines and

Supplements for special interests

Magazines

Magazines for premium

customers

Lifetime-Cycle-Communication

>> Conclusion7

The quality of content and the precise approach of communities will be decisive for the future of the new media.

With new ways of communicating the demand for quality content will rise rapidly

Printed and digital media will co-exist to satisfy different needs of customers and employees

CONCLUSION

FORUM CORPORATE PUBLISHING e.V.Michael Höflich

Hohenzollernstraße 112D-80796 München

Tel. +49 (0)89 34 07 79 77Fax: +49 (0)89 34 07 79 78

michael.hoeflich@forum-corporate-publishing.dewww.forum-corporate-publishing.com