Innovation in magazinesMonetising special interest content, effectively
Jens HennebergEVP and Editorial Director, Bonnier Publications, Denmark
Monetizing special interest content
effectivelyJens Henneberg
Executive Vice PresidentBonnier Publications
Denmark
Bonnier Publications at a glance
Revenue
EUR 140MEBITA margin
12%
B2C special interest media• More than 15 leading brands• Subscription – high price
Cross border• Denmark• Sweden• Norway• Finland• Netherlands
Publishing windows
Content is a key investment – and a key asset
Goal of multiple publication – not just once
Look for content with long lifetime
Content is a key investment – and a key asset
Goal of multiple publication – not just once
Look for content with long lifetime
Content is a key investment – and a key asset
Goal of multiple publication – not just once
Look for content with long lifetime
Systematic approach to improve return on content investment
Content is a key investment – and a key asset
Look for content with long lifetime
Goal of multiple publication – not just once
Get the fundamentals right
Rights to content – get them and save them
New mindset – re-publishing is a sport
Infrastructure –easy digital access to content
New mindset – re-publishing is a sport
Rights to content – get them and save them
Infrastructure –easy digital access to content
Rights to content – get them and save them
New mindset – re-publishing is a sport
Infrastructure –easy digital access to content
Rights to content – get them and save them
New mindset – re-publishing is a sport
Makes publications on all platforms fast, simple and efficient
Infrastructure –easy digital access to content
Cases from 3 brands
264
Content marketing Re-publishing Value packages
Content sells itself
265
PROTECT YOUR HOUSE FROM BREAK-INSubscription campaign DIY-magazineConceptualized and produced by editorial staff
Same old story – new audienceHISTORY (almost) NEVER GOES OUT OF DATE1 main brand, 4 smaller brands + books and specialsParameters: Themes, distribution, print & paper - and price
Easy to adapt articlesONLY MINOR ADJUSTMENTS
MagazineMagazine
BookBook
Special editionSpecial edition
BookazineBookazine
A value package that delivers
268
PRINT AND DIGITAL TO SUBSCRIBERSMore and better content to the readers – lower cost for us
A very promising project
269
HISTORY AND SCIENCE STREAMING SERVICESelected documentaries enhanced with articles and extra information Major new films supported by articles in magazines