Top

How newspapers can create value through the digital devices

September 28, 2012 by  

Federico Vittadello (picture by Brie Logsdon)

Federico Vittadello, Mobile & Tablet Director, RCS MediaGroup, Corriera Della Serra, Italy was another speaker during the second day of the INMA 2012 European conference in Hague, Netherlands. He shared with the audience the digital strategy of Corriere Della Serra.

The introduction of tablets into the market created new opportunities for the media companies: new revenue streams and new audiences through “core publishing products”.

On the Italian market there is an estimated number of 2,25 million tablets (July 2012). The number of digital subscriptions sold on tablets in RCS is 80.000 (73,5% growth year to year).

Corriere started with the PDF (replica) viewer (adjusted for iPad, iPhone, PC, Android). This year they prepared a new native app for iPad only which was combined with PDF viewer (users can choose which version they prefer). They didn’t leave the PDF viewer because of ABC figures – didn’t want to lose the numbers of users.

Corriere has 2 editions:

  • Digital edition – digital version of newspaper, PDF replica. Subscriptions prices are: 4,99 Euro/week, 19,99 Euro/month, and 179,99 Euro/year
  • Mobile edition – online content adapted to mobile devices, browser version and application. Subscriptions prices are: 1,99 Euro/week, 4,99 Euro/month, and 44,99

They are addressing their product to digital generations as well. They offer:

  • different home pages are prepared for different targets (older readers get a traditional home page, and digital natives – an opening in the form of a tagcloud)
  • different browsing (one is typical menu, the other one is more graphical)
  • different content

Corriere digital products are consumer centred. There is one account with multiple touchpoints: tablet, smartphone, e-reader, PC, print. By now, 94% of total active subscribers are registered in the RCS database.
So far the strategy is paying for Corriere:

  • product satisfaction scores 8,2 (on a 0-10 scale)
  • 25% are still buying print newspaper (buying the title through more than one channel)
  • 81% already readers of other Corriere digital publications

Acquisition activities:

  • promo free period with automatic conversion to subscription
  • distribution agreement with telcoms and manufacturers and resellers
  • app preloading – Samsung, Toshiba, Motorola, Asus with 1 month/year free for users
  • Communication Activities: Digital PR, mobile advertising, free gadgets

Comments

Feel free to leave a comment...
and oh, if you want a pic to show with your comment, go get a gravatar!





More recent stories

alt text VICE: Changing of the guard in media for generation Y

Carsten Kritscher, Commercial Director, VICE Media (Germany) shared during Digital Innovators Summit how his company has collaborated with forward thinking brands to form unique partnerships and develop cutting-edge, disruptive solutions for their needs. The... 

alt text Condé Nast – Programmatic ad transactions for publishers

At Digital Innovators Summit, Rick Welch, Head of Programmatic Sales, Condé Nast (USA) provided an overview of the programmatic ad landscape, and ways magazine media companies can approach building programmatic capability. Condé Nast is home to some... 

alt text The Onion’s evolution towards digital only publication

Steve Hannah shared at the Digital Innovators Summit how they have transformed their weekly newspaper into a 24/7 digital media brand with new business models while staying true to their core brand. The U.S. satirical news brand The Onion has become more... 

alt text Staying on the interactive marketing rocket – discussion

Online adverting and marketing continues to increase its share of global advertising budgets. This session of Digital Innovators Summit featured the perspectives of global brands and a publisher on the state of online marketing – trends, what is working,... 

alt text Making the most out of Facebook

How can media companies best make use of this social network with its more than one billion monthly users? Andy Mitchell talked during Digital Innovators Summit about the latest developments at Facebook that benefit media companies as well as effective... 

alt text Cool is not an accident – how to make videos go viral

You don’t have to wait for some happy coincidence to get a video that spreads across social media like a wildfire – you can make one yourself! Award winning and provocative director Joseph Wade (Don’t Panic, UK) talked during the Digital Innovators... 

alt text Fædrelandsvennen – All access success

In May of 2012, Fædrelandsvennen launched a new business model. Speaking at the Digital Innovators Summit in Berlin, News Editor Christian Stavik reported his newspaper now has 75% coverage in its core market, which is the entire country of Finland. The... 

Bottom