Webinar: Article-based publishing

www.pagelizard.com (+44) 0207 183 3690

Article-based publishing

Sean Briggs & Page Lizard


Agenda• Introduction

• What is article based publishing?

• Current examples?

• What’s coming soon?

• Why is it important?

• What do we need to do?

• Page Lizard’s solution

Presentation will last approximately 20 min with 10 min for questions.


Introductions

• Sean Briggs Independent publishing [email protected]

• Page Lizard Digital publishing [email protected]

Sean Briggs Over 25 years in magazine publishingLast 5 years specialising in digital editions and content deliveryWorking in both a publishing and vendors capacityLast 2 years acting as an independent publishing consultant for both publishers and vendorsWorking internationally based in the UKActive in large and small magazine publishing companiesPage Lizard Over 10 years in digital publishingFocused on styled xml/html publishing, Create adaptive applications, Mobile optimised workflowsArticle based publishing through agile CMS


From this

Articles

To this

Print Digital edition

Website Facebook

Twitter

How do we move?

This is not the death of print, the decline is slowing and in some areas has stoppedGrowth however is currently only occurring in the digital areas particularly mobileHow do publishers cope with the challenge of reaching this vast audience in a world where the audience expect ‘us’ to come to them?It is no longer just a matter of presenting magazine content in a format that can be read on phonesThis is hard enough for most, publishers now have to present the right type of content into the right digital channel.How do publishers move from a small niche digital audience to a vast diverse one?


What is article based publishing?

• Individual stories delivered digitally

• Media content delivered in a timely manner to diverse digital destinations

• Monetising editorial content by placing it in social and media channels

Many meanings some simpler than others

Magazine stories containing text, images, video, animations being directed into specified digital channelsStripping of content from print issues to present in a variety of digital media and social channelsA way of adding time sensitive information into consumer channels to add to traditional output


Current examples?

• Flipboard

• LinkedIn Pulse

• MSN, Yahoo, Google

• Email, newsletters, Websites

Article based publishing has been with us for some timePublishers have experimented with a few established digital channelsA minority have articles feeding into digital editionsSome are making modest incomes through selling articles, placing advertising or PPVIn most cases these are tools to direct consumers back to revenue streams, subscriptions, paywalls, events etc.This is already proving difficult for most publishers and even less are making money because people are being used to ‘cut & paste’ into channels. More efficient workflows are required.


Coming soon

• Apple news

• Facebook instant articles

• Media channel feeds

• Social channel feeds

Apple are not doing anything very new - see Zite, Flipboard, Pulse, Newsly etc.However, with a billion Apple mobile devices expect iOS9 and therefore Apple news to be installed on 250 million devices within the next 12 month. This alone opens the opportunity for digital article based publishingAdd Facebook and others then the opportunity is very real. However let’s not get too excited too soon.Focus on those we know will be here in 2 years time


Why is article based publishing important?

• Something is wrong with print publishing

• Vast potential new audience

• New Ad revenue streams

• Targeted content into lifestyle situations

• Increased reader engagement

• Context driven advertising

The new lifestyles mean readers are on the move, they live in digital channels and if your content isn’t their particular channel you don’t exist to them.Print magazines and current digital editions never achieve anything close to 100% engagementMost readers don’t even read to the end of the publicationArticle based publishing could move audiences to much higher percentage of engagementSmart algorithms, adaptive learning and personal and peer choice all become possible

Apple news might be enough to ignite article based publishingExpect 250+ million installs of Apple news within 12 month, will your content be ready for September 2015?With Facebook also looking to article based publishing it establishes targeted content into lifestyle situations

Publishers cannot passively expect an audience to seek their content


What to do?

• Let go of the fear

• Publishers cannot expect an audience to seek their content

• Be clear why you are publishing to a channel

• Short term, take print content and prepare for diverse digital channels

• Long term, articles are the start of all publishing process

Fear of cannibalisation is largely unfounded, channel overlap is minimal 5-7%Publishers cannot passively expect an audience to seek their contentUltimately articles should be the start of the process which then are directed to appropriate channels at scheduled times, this includes the traditional print channel.


What to do?

• Seek strategic partnership

• Style once publish many

• Automate process wherever possible

• Simplify workflows

• Establish 360 media working

• Experiment, learn, adapt

Building an article first publishing environment is too expensive and doesn’t make sense to most publisher.Even large publishers should be wary of investing in this ever-changing landscapeBy the time a solution is built it could easily be out of date.Seek strategic partnerships but maintain controlLook for partners that are responsive and involvedThe response to Apple news format is to Style once and publish many, don’t get caught in time consuming and costly bespoke editing.The only way to make money from the wide digital channels is to automate wherever possibleIf you can’t fully automate then simplify workflows through structured templates and predefined stylesChange the way your teams work so print isn’t the only driving forceThis is an iterative process, keep experimenting, keep adapting, use the analytics, listen to your audience


Page Lizard strategic partnership

Take your publishing content

Text, image,video PDF Web & digital

Output to digital channels

Native apps optimised for mobile Webviewer Media & social

channels

Offer fully managed through to SASPage Lizard take your editorial content, text, images, video’s, PDFs or web/digital feedsFlow the content into their CMS ‘Egg’Strip articles from PDFsCreate ‘RAW’ articles ready for stylingUse drag and drop templates and styles to prepare for channelsThe CMS is adaptable and flexible


Apps

• Available on Apple, Android, Windows • All screen sizes and orientations • Include or not - HTML5, PDF, Live feed • Multiple products in single container • Tailored editions, regional,

demographic etc. • Optimised for mobile, sizeable text etc. • ABC’s compatible • Customised web viewer • Analytics • Fast turnaround

CMS

• Style once, output many • PDF to article workflow • Drag & drop templates • Drag & drop styling • Code level styling • Apple news format • Facebook instant articles • Flipboard • MSN • RSS, JSON, XML

Quick Page Lizard overview

Snapshot of what Page Lizard offer

Date post:	16-Aug-2015
Category:	Technology
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Webinar: Article-based publishing

Technology