MPA Presentation Powerpointers

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Working Without A NetMagazines Go Wireless
Moderator Steven Levy
Senior Editor and Technology Columnist, Newsweek
Jonathan Dorn
Editor-in-Chief, Backpacker
Olivier Griot
Director of Mobile Services, Hearst Magazines
Lynne Johnson
General Manager, Vibe.com and Spin.com
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Working Without A NetMagazines Go Wireless
Olivier Griot
Director of Mobile Services, Hearst Magazines
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Hearst Magazines, From Print to Mobile

• MAGAZINES 24/7 Dec 08, 2005

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Why Mobile?

• A new medium for magazine brands
• Readers seek information and entertainment on the
  go
• Advertisers following them
• Competitive advantages
• A trusted brand to educate consumers
• Programming expertise
• Cross-platform marketing
• Maturing mobile technology enables focus on core
  strengths
• Outsource other parts of the value chain

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Mobile Strategy for Magazine Brands

• Product Editorial and Personalization
• Revenue Subscription, mCommerce, Advertising
• Marketing Surround Strategy

Mobile Site - Editorial Quiz, polls, tips, -
mCommerce ringtones, wallpapers, games, videos
Magazine - Editorial - Ad pages -
mCommerce ringtones, wallpapers, games
Web Site - Editorial - Advertising Banners -
mCommerce ringtones, wallpapers, games
- Advertiser Microsite
PHONE
PRINT
WEB
TXT Club
Billing Inserts
Email database Newsletter, eBlasts
Advertiser Progs.
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Creating the CosmoGIRL! Mobile Community
Aggregating a mobile audience around branded
content services

• Deliver entertainment snacks
• Drive repeat usage with frequent updates
• Focus on Mobile Internet site
• Rich content experience with quizzes, polls,
  tips, downloadable content,
• Provide access to a mix of free and premium
  content, for a fee of 2.49/mth
• Target broad distribution on all major carriers
  (Cingular, Sprint, Verizon, TMobile)

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Promoting mobile communities
Adoption of mobile services is driven by
cross-platform marketing programs

• Educate readers
• Text CG INFO to 83200
• Surround marketing strategy
• In-book Cell Phone Fun page
• Web storefront
• Direct marketing
• Events

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Integration with in-book editorial

• Integrate text polls and sweepstakes into
  editorial content
• Trusted editorial voice drives impulse
  participation
• Acquire new mobile users
• Drive subscriptions to Text Club
• Readers sign up, and receive free TXT messages on
  their phone with news, polls and cool offers

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Service to Advertisers Mobile Overlays
Sign up users for mobile promotions with in-book
call to action

• Bring interactivity to an ad page
• Large variety of programs
• Coupons, alerts, sweepstakes
• Content sponsorships (ringtone, wallpaper or
  game)
• Key criteria
• Interactivity, value to consumer, immediacy,
  personalized interaction, no spamming

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Working Without A NetMagazines Go Wireless
Jonathan Dorn
Editor-in-Chief, Backpacker
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The Call of the Wild A short story of a hiker,
his favorite magazine, and the cellphone thats
helping him spend more time outdoors
Magazines 24/7 MPA, December 8, 2005 Jonathan
Dorn, Backpacker
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