Changing to Compete
Changing to Compete Duncan Edwards
@dedwardsnyc
Perhaps the most exciting time ever to be in the content business.
A global, digital and mobile content business delivering large-scale audiences around well-defined media brands…
Some indication of performance.
Global UVs 376,107,955
+153% GROWTH 148,750,340
2012
2015
Source: Omniture SiteCatalyst/Google Analytics
Global PVs 2,971,373,652
+99% GROWTH
1,490,628,104
2012
2015
Source: Omniture SiteCatalyst/Google Analytics
Global Social Footprint 138,490,252
+239% GROWTH
40,896,897
2015
2013 Source: shareable; 'internal'
Global Revenue
+68.6% GROWTH
2012
2015
Aiming to be the largest lifestyle digital publisher in our chosen markets.
But so much had to change.
It all starts with content…
Months to Moments
Pic of Helen Gurley Brown
Christmas in July
2006:
2016:
Evergreen content optimized for search
High-frequency, newsy content optimized for everywhere
Content belongs to Hearst… not one title or one country.
Global approach to content Hearst Global Content Generator:
• Multiple feeds for Cosmopolitan, ELLE, Harper’s BAZAAR, Esquire, DigitalSpy • More than 300 stories available every day • 24-hour newsroom
• Single-source coverage for major stories
20% of digital content is shared across magazine sites Town & Country
329,341 PVs
Country Living
COSMO U.K. 170,358 PVs
15,004 PVs
Delish 75,831 PVs
Print business is an advantage…
Journalism not memes
Esquire
Marie Claire
ELLE
ELLE U.K.
Esquire U.K.
Our content is everywhere…
Renren
Odnoklassniki
Youku
Line
Instagram
Snapchat
Apple
YouTube
WeChat
Facebook
Pinterest
Our sites
Brands matter
Traditional publishers have every right to play… and to succeed. Brands loved by consumers and advertisers Global footprint of creators and sellers Profitability and access to capital Clear and differentiated voice in a cluttered world
Technology, product, content, data, advertising and distribution are inseparable… We need to be in control of the whole experience.
ONE
Technology Platform Product Team Set of Templates Set of Ad Products
Global approach to product and user experience
COSMO U.S.
COSMO IT
COSMO U.K.
COSMO Nigeria
COSMO Denmark
COSMO NL
COSMO Sweden
COSMO Japan
COSMO Taiwan
COSMO Norway
COSMO India
Advertising is welcomed by consumers (…at least the right kind!)
The right ad in the right context. Examples of ad units in the hero unit D&G Cartier Sephora and YSL on Cosmo It
The right ad in the right context.
The right ad in the right context.
The right ad in the right context.
Content produced by, credited to and distributed by a trusted media brand for a client can be many times more effective than that produced by a client on its own.
The most viewed content on Marie Claire in 2015: Tresemme Branded Content Marie Claire & Tresemme
Our next steps… • Complete migration to single platform in owned markets • Offer full portfolio in major markets
• Cover 20 global markets at scale • Offer global advertising option
@dedwardsnyc
Perhaps the most exciting time ever to be in the content business.
A global, digital and mobile content business delivering large-scale audiences around well-defined media brands…
Some indication of performance.
Global UVs 376,107,955
+153% GROWTH 148,750,340
2012
2015
Source: Omniture SiteCatalyst/Google Analytics
Global PVs 2,971,373,652
+99% GROWTH
1,490,628,104
2012
2015
Source: Omniture SiteCatalyst/Google Analytics
Global Social Footprint 138,490,252
+239% GROWTH
40,896,897
2015
2013 Source: shareable; 'internal'
Global Revenue
+68.6% GROWTH
2012
2015
Aiming to be the largest lifestyle digital publisher in our chosen markets.
But so much had to change.
It all starts with content…
Months to Moments
Pic of Helen Gurley Brown
Christmas in July
2006:
2016:
Evergreen content optimized for search
High-frequency, newsy content optimized for everywhere
Content belongs to Hearst… not one title or one country.
Global approach to content Hearst Global Content Generator:
• Multiple feeds for Cosmopolitan, ELLE, Harper’s BAZAAR, Esquire, DigitalSpy • More than 300 stories available every day • 24-hour newsroom
• Single-source coverage for major stories
20% of digital content is shared across magazine sites Town & Country
329,341 PVs
Country Living
COSMO U.K. 170,358 PVs
15,004 PVs
Delish 75,831 PVs
Print business is an advantage…
Journalism not memes
Esquire
Marie Claire
ELLE
ELLE U.K.
Esquire U.K.
Our content is everywhere…
Renren
Odnoklassniki
Youku
Line
Snapchat
Apple
YouTube
Our sites
Brands matter
Traditional publishers have every right to play… and to succeed. Brands loved by consumers and advertisers Global footprint of creators and sellers Profitability and access to capital Clear and differentiated voice in a cluttered world
Technology, product, content, data, advertising and distribution are inseparable… We need to be in control of the whole experience.
ONE
Technology Platform Product Team Set of Templates Set of Ad Products
Global approach to product and user experience
COSMO U.S.
COSMO IT
COSMO U.K.
COSMO Nigeria
COSMO Denmark
COSMO NL
COSMO Sweden
COSMO Japan
COSMO Taiwan
COSMO Norway
COSMO India
Advertising is welcomed by consumers (…at least the right kind!)
The right ad in the right context. Examples of ad units in the hero unit D&G Cartier Sephora and YSL on Cosmo It
The right ad in the right context.
The right ad in the right context.
The right ad in the right context.
Content produced by, credited to and distributed by a trusted media brand for a client can be many times more effective than that produced by a client on its own.
The most viewed content on Marie Claire in 2015: Tresemme Branded Content Marie Claire & Tresemme
Our next steps… • Complete migration to single platform in owned markets • Offer full portfolio in major markets
• Cover 20 global markets at scale • Offer global advertising option
