The future of publishing: One brand - all media

The future of publishing:One brand – all media

Tanja Stratmann Stellv. Leiterin New Media Auto, Computer und Sport, Axel Springer AG

05.02.2012

X:\VL_Maenner\12 PRÄSENTATIONEN\01 AB-Gruppe\01 AUTO BILD\M-Days 2013\Presentation_HH_M-Days_20130123_mr

AUTO BILD Group – strategy

Market leadership

The entire world of automobiles

International

Segmentation

Go international

Go digital

2 05.02.2013 The future of publishing: one brand - all media

Diversification chronology of AUTO BILD

1st Issue

Start of autobild.de

3

1st International

issues

1986 1988 1996 2001 2002 2007 2008 20112010

Start of Segmentation

Start of Tablet- &

Smartphone-Apps1st DVD

Stand Alone

2005

Start of

autobild.tv

The future of publishing: one brand - all media

2012

05.02.20133

Print

Digital First

international app

4

Crossmedia workflow (everyday topic conference/ weekly conference about issue)

International

Workflow of editorial staff – AUTO BILD Group

05.02.2013 The future of publishing: one brand - all media

Print Online Video / TV App International Social Media

Digitization: it‘s more than just one website!

Social Media

The future of publishing: one brand - all media5

Portals Bewegtbild Mobile appsVideo Transactions Social Media

Facebook

Blogs

Twitter channels

Tablet-Apps�Weekly magazine� International edition

Smartphone Apps�News app�Driving trainer�Classic cars price

guide

WebTV�autobild.tv�Youtube channel�Supplying

bild.de/auto

DVDs�Standalone�Covermount

Online discounts

Insurance quotes

Tire market

Marketplace�autobild.de�morgenpost.de,�abendblatt.de

Portals�autobild.de�autobild-klassik.de�Mobile portal�Supplying contents

for bild.de/auto

05.02.2013 The future of publishing: one brand - all media5

Leader of a new market: AUTO BILD Tablet AppInnovation in the world of automobiles

The iPad App turns AUTO BILD into an interactive, multimedia-based medium.

+ rich media added to print content:

� picture galleries

� 360°-views

� configurators

� videos

� interactive hot spots

� wiping effects

� slideshows …

The future of publishing: one brand - all media05.02.20136

App features (I)Multimedia content: additional videos and picture galleries

videos

integration of autobild.tv-videos linked to the top-articles of every issue (benchmarks, fairs, etc.)

slide shows

fullscreen-views in highest resolution, scrolling by finger-wipe


App features (II)User interaction: benefit from new operating possibilities

configurators interactive elements

user can configure new models with all combinations by himself

additional information is integrated space-saving and animated into the page


New interactive advertising formats Hyundai Veloster

Interactive features: videos,galleries, colours and wheels

AUTO BILD iPad #36 2011, EVT: 07.09.2011


� Started in March 2011 at 1.79 €

� Re-Launch in February 2013

� Complete content of autobild.de

� Perfect adaption for small screens

� Picture and video galleries, PDF reader

� Subscription model, starting at 1.79 € / 30 days

� Driver‘s licence trainer app� Start: Oct. 2011 � Available for iPhone and iPad� Official KBA-forms� Training and exam mode� Price: 4.99 €

AUTO BILD Führerschein-Trainer AUTO BILD KLASSIK Preisfinder

� market price app for classic cars (fair market value)

� Start: Oct. 2011 auf iOS� 25,000 current market prices� Single price info 0.89 €

6 months flat: 6.99 €1 year flat: 11.99 €

AUTO BILD Aktuell

AUTO BILD smartphone appsAdditional mobile paid services for different target groups

10 05.02.2013 The future of publishing: one brand - all media

NEW: AUTO BILD International Tablet AppLaunch with Paris auto show in September 2012

11

The very best of two months AUTO BILD tablet app in English language

Fascinating stories, innovative features and state-of-the-art design in landscape and portrait format

Exclusive

Worldwide

Premium

Available bi-monthly in all Apple App Stores and Google Play Markets worldwide


From a magazine to an international, multi-media brand

segmentation

natio

nal

inte

rnat

iona

lizat

ion

generalist

International

12 The future of publishing: one brand - all media05.02.201312

3. Wettbewerb und Positionierung13

Transaction: Successful integration of partners, constantly looking for new opportunities for online and

mobile business models

Community: Successful cooperation with motor-talk.de, launch of AUTO BILD Tester in 2011, open for new opportunities

autobild.de

mobile.de

CONTENT

COMMUNITYTRANSACTION

Three areas of growth for AUTO BILD:

Content: Our field of expertise – market leadership

3 Learnings

1. Content has been king, still is king, and will remain king.

2. Mobile is taking the lead. Media brands need to devlop new

fitting products.

3. Consumers will pay, if the content is excellent and exciting

and handling and usability are easy and convenient.


15

Thank you for your

attention!

Tanja StratmannStellv. Leiterin New MediaAUTO, COMPUTER & SPORT

Axel Springer AGAxel-Springer-Platz 120350 Hamburg

[email protected]

www.axelspringer.dewww.autobild.dewww.computerbild.dewww.sportbild.de


Backup

The future of publishing: one brand - all media16 05.02.2013

The future of publishing: one brand - all media

Total Revenues 9M/2012 (9M / 2011)

EUR 2.41 Billion (EUR 2.32 Billion / 2011)

Axel Springer AG at a glanceFuture growth lies in digitization and internationalization

Source: ¹Quarterly Financial Report 2012

1

17

34.6%(+1,7%)

34.4%(+3.1%)

31.0%

Digital Media International National

05.02.201317

AWARDS &

EVENTSPRINT

DIGITI-

ZATION

SEGMEN-

TATION

MOBILE

INTER-

NATIONALI-ZATION

SPECIAL-

ISSUES/-PRODUCTS

The whole world of AUTO BILD

…

58international

issues …


19

Crossmedia workflow (everyday topic conference/ weekly conference about issue)

AdvertisementInsert

Covergate

Web-TVDVD

Event

CommercialLive-Stream

International

Display AdsMicrosite

Brand blog

Newsletter

The market demands crossmedia marketing concepts from one hand!

Workflow of editorial staff – AUTO BILD Group

AdvertisementInsert

Covergate

AdvertisementInsert

Covergate


All channels are served by one teamBest Practice: Porsche Panamera Turbo vs. Porsche 911 Turbo

Crossmedia editorial department

Wednesday, 10.06.

Tests with plenty of grafical material on autobild.de

Thursday, 11.06.

Exclusive videos on autobild.tv

Friday, 12.06.

Cover story in AUTO BILD

20

1 2 3


2,0 2,3 2,2

4,5

7,7

0,0

2,0

4,0

6,0

8,0

10,0

autozeitung.de auto.de autoplenum.de ams.de ab.de

3842 44

49

78

0

20

40

60

80

Spiegel bild.de T-Online ams.de ab.de

6,757,66

0,0

2,0

4,0

6,0

8,0

10,0

Dezember 2011 Dezember 2012

1,32 1,28

2,632,79

0,0

0,5

1,0

1,5

2,0

2,5

3,0

2012-09 2012-10

ams.de autobild.de

21

IVW PIs: ahead of the marketIVW: visits of German content sites

1 2

3 4

AGOF: ab.de vs. ams.de: Factor 2.2

Pa

ge

Im

pre

ss

ion

s

in m

io.

IVW-category automotive and mobility, December 2012

Un

iqu

e U

se

rs i

n m

io.

Quelle: AGOF

autobild.de: a growing market leader Unique User all-time high in December 2012, leaving competitors behind

Vis

its

in

mio

.

IVW: visit record in December 2012

Vis

its

in

mio

., N

ove

mb

er

10

12


Mobile is taking the leadWorldwide sales of tablets will outnumber desktop PCs

The future of publishing: one brand - all media22 05.02.2013

Leader of a new market: AUTO BILD Tablet App

23

� Germany‘s most successful car eMagazine

� Launch in October 2010

� The entire content of the printed issue + videos, picture galleries, audiobooks, animated ads and interactive configurators

� landscape and portrait format

� Available in Apple App Store, Google Play Market and Amazon App Shop

� every Thursday at 10 pm (1 day before the printed issue)

� Copy price: 1.79 €


iPad App: creation workflowEditorial team works for Print and iPad

conference of

topics

department I department II department III

topicstopicstopics

magazine structureprint

structureiPad

layout layout

equal content

own iPad-layout

development and

production of the

iPad specific

additional elements

4 MA

Tu

–T

h


05.02.2013

SPORT BILD PLUS App: a new top scorer

� Germany‘s fastest sports eMagazine for matchday coverage

� A second digital-only weekly issue of SPORT BILD

� Exclusive content: The latest news, match reviews, background information, interviews and interactive features

� Launch in August 2012

� Available in Apple App Store, Google Play Market and Amazon App Shop

� every Sunday at 9 pm

� Copy price: 0.89 €

25 The future of publishing: one brand - all media

Digital goes mobile: COMPUTER BILD apps

� New apps for all three magazines COMPUTER BILD, COMPUTER BILD SPIELE and AUDIO VIDEO FOTOS BILD

� ‚Rich-PDF‘ apps (PDF + rich media such as videos, sounds and web links)

� Interactive ads (HTML 5)

� Start with re-launch of printed COMPUTER BILD on 20.10.2012

� available in Apple‘s news stand and Google Market (Android)

� parallel with printed issues

� Copy prices: 1.79 € / 2.69 €

26 The future of publishing: one brand - all media05.02.2013

Key Features of the AUTO BILD Tablet App

27

High-quality photo galleries

Thrilling videos

Car Configurators Audio articles

Hotspots with corresponding sounds

Wipe-effect pictures, puzzles and much more

Exciting reports of the latest car models

Fascinating and extreme stories

Informative comparison tests

Eye-catching dynamic InApp Ads


kostenlos0,89 €kostenlosDownload Preis

28

Abo Modelle verschiedener AS IPhone AppsEtablierte Abo-Modelle als Vorbild des neuen Abo-Modells

AUTO BILD AKTUELL Preismodelle

Die etablierten Modelle der AS-Gruppe werden übernommen, ergänzt durch ein vergünstigtes Abo-Modell für bestehende Print-Abo Kunden

Die etablierten Modelle der AS-Gruppe werden übernommen, ergänzt durch ein vergünstigtes Abo-Modell für bestehende Print-Abo Kunden

Ohne PDF

3 Monate

30 Tage

1,79 €

1 Jahr

Mit PDF

9,99 €

3,99 €

34,99 €

Für Print

Abo-Kunden

1,79 €

0,89 €

9,99 €

3,59 €

12,99 €

Abo:Ohne PDF

1,79 €

Mit PDF

9,99 €

4,49 €

39,99 €

Für Print

Abo-Kunden

-

-

-

-

-

Ohne PDF

1,79 €

Mit PDF

9,99 €

3,59 €

29,99 €

Für Print

Abo-Kunden

-

-

-

-

-

kostenlos

Ohne PDF

Mit PDF

Für Print

Abo-Kunden

AMS bietet keine Verknüpfung zum Heft an


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