Specialist Media Show * Exhibition * Workshops * Conference * Intelligence * Networking * 24 May 2012 ThinkTank Birmingham

The Consumer Media Panel included speakers from Immediate Media, Future, Loop Digital Media and Boat International, all sharing their experiences in taking niche content to new audiences worldwide.  Tim Brooks chaired the session, and exhorted publishers to experiment rather than just wait and see.  Here’s the five top take-aways for consumer publishers.

1.   Better to test a PDF replica than do nothing

This is the approach Immediate Media is taking, and they are learning fast that people will read magazines on smartphones, how pricing affects volumes and when to promote.  This valuable data helps shape their plans and decide which titles to upgrade to interactive editions.

2.  Video content can provide a USP

Loop Digital Media have grown their  international audience on iPad with their interactive apps, drawing strongly on their  back catalogue of video content.  

3. Advertisers are still relatively unsophisticated on tablets

This provides an opportunity for niche publishers to create advertorial style digital content.  This is a lucrative activity for both LOOP and Boat International, and they can often combine commercial and editorial video on the same shoot.

4. If retailers can become publishers, then publishers can also become retailers 

Richard Walker of Future believes that audience reach & insights and direct marketing skills give publishers an edge in ecommerce, although they have to learn how to test to optimise the online shopping experience.

5. Events build relationships and attract sponsors. 

International events have been a good contributor to Boat International’s profits, and help to cement their market leading position.  Plus they generate good sponsorship revenues.

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PDFs of all the speaker presentations, research stats, delegate list plus an in-depth report on all the sessions plus the panel Q&As

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