Live notes from the World Publishing Expo 2013, Berlin 8 October 2013 Sarah Marshall, technology editor,

Journalism.co.uk @sarahmarshall3 @journalismnews #wpe13 The comments are open so feel free to dive in Apologies for types etc. These are rough notes Philipp Crawley, publisher and CEO of Globe and Mail Here are lessons from the Globe and Mail from 6 months ago: http://www.journalism.co.uk/news/-editors13-paywall-lessons-from-canada-s-globe-andmail/s2/a553140/ Canadas Globe and Mail has a 300,000 circulation on a Sat, 250,000 in the week. Canada is not like the UK in that there are only a couple of national newspapers. Video is free. Nearly one year of the paywall. 10 before you hit the wall. 100,000 people have signed up. One third of whom are digital-only, rest are subscribers to print. 100K customer database. Added considerably to what our audience is. 50% print sale is subs - so always had a good base. But now have a much better profile of some of our most loyal readers - exactly the kind advertisers want to know more about. Theres a change happening. Globe and Mail is now incentivising newsroom staff to create content that will make people subscribe. This is the shock horror as they have monthly targets. Partnered with other outlets, including the Guardian. We are really only interested in readers who earn more than $100K. Its a high end market. Moving form data management to predictive analytics. Hired people who worked at BlackBerry and it has made a tremendous difference. They have found ways of using our data. 13 data points and had no way of connecting. Now in one database.

Compelling content encourages people to sign up, says Crawley. At 9am a team of 5 is assembled, including the editor, and they will look at what stories will be red, those which will encourage sign ups. Made by ad group, marketer etc. Some days it is about traffic, sometimes digital subs. 64 more conversions required two days away from end Sep. Need to create monthly targets. You have to explain it. A lot of communication. 40% of content produced by Globe and Mail is read by <1000 people. A lot of wasted money, says Crawley. NYT is 3 years in and hads 700K subscribers. There is huge churn, which is why Mark Thompson is trying new tactic, different products, some lower priced. I think he is throwing lots of things at the wall and seeing what sticks. Predictive analytics helps. Content is the key to media success. 170 year-old paper. We stand for something. Our readers have high expectations of what that means. They expect certain things of us. Brands are built on many things but they are also built on myth and magic. Its not a ll about data, its about peoples perception of the brand. There still has to be magic, that great story, that terrific picture, that investigation. 1 positive piece of data: The more ways people access your content, the more devices they use, the more connected and loyal they are. Retention rate for subs goes up 4-5% where print and digital accessing in multiple ways. NYT has seen this [also The Times of London has seen this] Launching video show. 8 minute morning show. News, biz, lifestyle. See impact when make our own video. Increase in use is 50% more. Its a specific team of people. Probably half a dozen people out of a newsroom staff of 300. About a quarter of digital revenue now from subs. (NYT now more than 50%). We should be at 50% in two years time.

Print circulation withdrawn from Newfoundland and Labrador. Cost $1m a year to fly newspapers to Newfoundland a year. Can sign up for 2 products. Digital and Globe to Go, PDF. La Presse app. Just in Quebec, 7m people. They want to get rid of their print product. But only 7K stopped subscribing to print. Paul Hood, digital director, Archant London The importance of preventing data leakage. If it leaks, third parties can make money the money which we should be getting. Will discuss the common culprits. Archant = 4 dailies, c. 50 weeklies, 80 regional and lifestyle mags and 200 websites. Inc Ham & High, Eastern Daily Press. The challenge is not just about transitioning to digital. Its about distributing content, which may be in print or online. Online ad spend is forecast to continue to grow. But the less good news is that a good chunk of the online spend, 60% will go towards search. Whats left for publishers? Includes mobile. The good news is that it is predicted to grow by 80% in next couple of years, says Hood. Yahoo, Google and Facebook made up 50% of display online ad spend. Google is taking money out of display market. Google not only taking 60% of total internet advertising spend, mainly search. Twitter over next 3 years is likely to account for 4% of the market. Market place for display is extremely complex. It is absolutely full of players many of us have never heard of. Companies are sticking cookies on our site and taking ad spend. We can drive high ad yields with native advertising. The reality is that third parties have better tools and rach than publishers. They have invested in technologies to allow us to understand our audiences

Stop hemorrhaging data. Lots of people say if you put this cookie / bit of code into your site, we will give you an easy-to-use analytics system or comments platform. But they are giving these to access our audience data. We need to be thoughtful and do tag audits. Publishers can invent more native ad formats, which cannot be bought and sold. EG is a homepage takeover. Hood giving an example of a cookie Ts and Cs. Archant implemented this. And after a few month they got advertisers contacting them to advertise directly on Ham & High, for example. Using CXENSE, a tool to extract meaningful audience insights. Advertisers have more insight into audiences than publishers. And thats what weve got to stop. In Spain publishers have clubbed together, as PAN, as they were losing yield. And also a group in Switzerland. PPN. Im going to switch to a new document to live note the International Newsroom Summit Heres the doc: https://docs.google.com/document/d/1f_ykQM2lVLFRbCgRY8RL1FWWRe3IM0GmJOOwmL_v4c/pub