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Conde Nast India - Digital Ecosystem Strategy for Magazine / Print Media Publisher

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The document outlines Conde Nast India's plans to develop a digital products ecosystem focused on consumers. It discusses building modular content and experiences that can be delivered across platforms. The goal is to create synergies between initiatives, media trends, and emerging revenue streams. The document also analyzes consumer behaviors and preferences to identify opportunities for custom content, tools, products and experiences that enhance consumers' lives while integrating commerce.

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conde nast india DIGIT L ECOSYSTEM

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the CARBON model Building block. scalable. universal. organic. adaptable. MODULAR. content consumer customisation commerce feature/ product/app Structure all produced content with focus on multi-platform consumption. Channel productS, TOOLS AND experiences created into revenue FOCUSSED INITIATIVES Offer innovative, brand-specific solutions that go beyond vanilla advertising and exploit full potential of available technologies/platforms to create memorable engagement/ experiences. Design and deliver content, tools, products and experiences that enhance and enrich consumer’s life DIGIT L ECOSYSTEM conde nast india

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To develop a consumer-Focussed, Value-centric & self- Sustained digital products ecosystem To create synergy between The Group’s INITIATIVES, partnerships AND evolving media consumption Trends TO explore EMERGING REVENUE STREAMS To extend The Group’s pioneering LEGACY to digital platforms objectives DIGIT L ECOSYSTEM conde nast india

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observations DIGIT L ECOSYSTEM conde nast india

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AMPLIFIERS Experience seekerS. CURATORS. SHARERS. not just readerS. or listenerS. or viewerS. discerning cool seekers. identity centric. rebels.. no blind trust. No unconditional loyalty.. digital natives rich media. interactivity. participative.. Impatient. Seek conciseness. favour portable. global. Yet rooted. Relevance. context. Discovery. Perspective. Access to the best from around the world. judgmental. Ruthless. Vocal. Powerful. demanding. Not forgiving. upgraders. depth. how to. currency. fun. beyond information seekers.. characteristics consumer | content | commerce | customisation DIGIT L ECOSYSTEM conde nast india

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consumer | content | commerce | customisation behavioural patterns Content consumption influenced by social sharing Accesses content on-the-go from multiple platforms Relatively low effective consumption of content accessed through shares, likes or retweets (21 %) brand conscious, value seekers, comfortable with E-commerce seeking local, relevant and useful apps and utilities gravitates towards entertainment, lifestyle and news/information related content Are Image Conscious, Follow Trends, seek peers’ approval, and trust influencers’ opinions have evolved their own set of trustworthy, proven and dedicated non-traditional sources for advice, information and fun more on social media. less on individual websites. DIGIT L ECOSYSTEM conde nast india

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REDEFINED ROLES Producers. CURATORS. INFLUENCERS. not writers. not editors. VOICE & TONE experiences. narratives. interactions. not interviews. not features. Not write-ups. Conceptualised FOR DIGITAL DAILIES: Short, snappy, shareable. LONG-FORM: in-depth, informative, incisive. not reproduction of print. INTEGRATED CROSS-LINKED. cOMMERCE ENABLED. ENGAGING. not READ-AND-done. user-centric relevant. adding value. enriching. honest. not click baits..not just seo. paradigm shift consumer | content | commerce | customisation DIGIT L ECOSYSTEM conde nast india

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Content presentation platform agnostic, seamless social shareability important but identifiability critical affinity for participative, engaging, and interactive content. Sensible hashtags, collaborative approach. videos trump images trump text. preference for rich-media content. seeking Humour, evocative, experiential, useful content Respond to call-to-action and contra-views dedicated audience for both long-form, and short-form, content. overlapping. mood-dependent. All that is shared is not necessarily consumed. consumption pattern consumer | content | commerce | customisation DIGIT L ECOSYSTEM conde nast india

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Edits usable. CURATed. Tailored. Accessible. not alienating. human centric needs based. lifestyle enhancing. experiential. not brand/product centric. not plugs.. non-obtrusive integrated. invisible. intuitive. not hard-sell. not distracting. organic concept level integration..natural fit. honest. not ad-hoc. not forced. characteristics consumer | content | commerce | customisation DIGIT L ECOSYSTEM conde nast india

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Content sensitive product placement Affiliate marketing click-through sales curated edits native and programmatic advertising mobile Advertising local layer advertising trends Traditional digital advertising banners, panels, splash consumer | content | commerce | customisation DIGIT L ECOSYSTEM conde nast india

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consumer | content | commerce | customisation potential Interest-based custom content co-branded apps addressing consumer needs on-ground Extensions of online initiatives Proprietary Lifestyle tools with advertising Content centric products with commercial tie-ins content centric branded interactive features DIGIT L ECOSYSTEM conde nast india

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practical. simple. light. fulfilling a need. making life easy. utility based. not just frills. innovative beyond traditional. natural. experiential. not restricted.. marrying core values consumer. brand. group. not leads. not downloads. modular focussed..build-distribute model. Scalable. not long-term. essentials consumer | content | commerce | customisation DIGIT L ECOSYSTEM conde nast india

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content for digital DIGIT L ECOSYSTEM conde nast india

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C4 - layers of discovery Feature Interview Story Website Print Magazine retweets syndicators zite pulse NEWSTAND Digital Magazine read later instapaper pocket e mailer shares social media feeds memes Apps pins owned platforms shared platforms indie platforms DIGIT L ECOSYSTEM conde nast india

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C4 - GENERATION check list nature components platforms potential F.O.B. / snippet profile feature essay INTERVIEW OPINION piece photo feature product review text images videos audio music comments interactivity cross-links meta tags social hooks similar references extensions Print magazine PDF magazine Interactive feature specials / one-offs Website e-mailer social media mobile app notification centre memes curators (zite, pulse, newstand) read later (pocket, instapaper) featured experience extensions featured product extensions featured personality extensions social media extensions interaction possibilities consumer participation INTERACTIVE FEATURE POSSIBILITY affiliate marketing brand specials tool / app / game potential Memes How-to / guidebook proposed Feature: feature idea descriptor: description of the feature writer editorial sales / marketing technology notes DIGIT L ECOSYSTEM conde nast india

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nature components platforms potential F.O.B. / snippet profile feature essay INTERVIEW OPINION piece photo feature product review text images videos audio music comments interactivity cross-links meta tags social hooks similar references extensions Print magazine PDF magazine Interactive feature specials / one-offs Website e-mailer social media mobile app notification centre memes curators (zite, pulse, newstand) read later (pocket, instapaper) featured experience extensions featured product extensions featured personality extensions social media extensions interaction possibilities consumer participation INTERACTIVE FEATURE POSSIBILITY affiliate marketing brand specials tool / app / game potential Memes How-to / guidebook proposed Feature: ANUSHKA SHARMA INTERVIEW descriptor: Cover story - Interview and photoshoot with anushka sharma Hear ANUSHKA’s message for you. (Audio) We are meeting anushka. #GQ4Anushka to ask her a question anushka hijacks gQ India Instagram stream for a day BUY ANUSHKA’s look (AFFILIATE) anushka’s style picks for You (AFFILIATE) donate to anushka’s chosen charities Anushka’s 5 favourite gq India reads on Anushka’s ipod notes C4 - GENERATION check list - sample DIGIT L ECOSYSTEM conde nast india

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digital initiatives DIGIT L ECOSYSTEM conde nast india

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C4 - TOOLS / INITIATIVES approach TECH/concepts initiatives pooled content from group titles vogue gq traveller ad brand communication needs niche consumer needs shopping activity apps planner organiser dashboard guides CONDE NAST app ecosystem DIGIT L ECOSYSTEM conde nast india

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C4 - TOOLS / INITIATIVES approach identifying consumer needs & custom niches fashion conscious health Buffs Watch connoisseurs business travellers resorts patrons golf fans architects & designers Productivity junkies AUTOmobile lovers trend spotters home improvement Fans shoe collectors pooling core strengths FASHIon & Style: GQ + VOGUE Lifestyle trends: GQ + VOGUE + TRAVELLER DESIGN: AD + VOGUE + GQ + TRAVELLER identifying partners Internal external influencers brands conceptualising apps/tools content specific consumer need specific brand communication specific synergy between consumer needs, strengths & partners DIGIT L ECOSYSTEM conde nast india

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C4 - TOOLS / INITIATIVES possibilities CONDE NAST daily EDIT powered by Vogue & Gq a dedicated shopping app. daily updates. products handpicked by vogue/gq fashion editors affiliate tie-ups with asos, net-a-porter, myntra, jabong exclusive one day only events / prices simultaneous showcase on conde nast web properties CONDE NAST boarding pass powered by cn traveller an exclusive luxury travel app. luxury experiences, destinations, city guides, planner, journal and insider hacks curated by CN traveller promotional tie-ups with featured carriers, destinations, agencies tailored experiences / special prices CONDE NAST CLOSET powered by VOGUE & AD a PERSONAL look/closet management app. a Pictorial looks and owned clothes reminder/catalogue affiliate links, mobile ads data based suggestions algorithm DIGIT L ECOSYSTEM conde nast india

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C4 - TOOLS / INITIATIVES possibilities CONDE NAST upgrade custom branded for group titles a lifestyle productivity/planner app title/consumer specific custom features co-randing / periodic branding promotion through conde nast web properties GQ lYnx a social golfing app from gq a complete golfing app: guide, tips, best courses, advice from course booking to equipment sales, training sessions to inviting for a round, leaderboard, etc. backend social element CONDE NAST moments an über stylish watch app for portables brand specific customisation tool for portables tie-ups with luxury groups (richemont/swatch) for the finest watch faces to be used as dashboard clock DIGIT L ECOSYSTEM conde nast india

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the CARBON MODEL Building block. scalable. universal. organic. adaptable. MODULAR. content consumer customisation commerce feature/ product/tool Structure all produced content with focus on multi-platform consumption. Channel productS, TOOLS AND experiences created into revenue FOCUSSED INITIATIVES Offer innovative, brand-specific solutions that go beyond vanilla advertising and exploit full potential of available technologies/platforms to create memorable engagement/ experiences. Design and deliver content, tools, products and experiences that enhance and enrich consumer’s life DIGIT L ECOSYSTEM conde nast india

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Thank you… a presentation by: tushar A Amin tel: +91 98206 31297 e-mail: creativecorner@gmail.com conde nast india DIGIT L ECOSYSTEM

More Related Content

Conde Nast India - Digital Ecosystem Strategy for Magazine / Print Media Publisher

  • 2. the CARBON model Building block. scalable. universal. organic. adaptable. MODULAR. content consumer customisation commerce feature/ product/app Structure all produced content with focus on multi-platform consumption. Channel productS, TOOLS AND experiences created into revenue FOCUSSED INITIATIVES Offer innovative, brand-specific solutions that go beyond vanilla advertising and exploit full potential of available technologies/platforms to create memorable engagement/ experiences. Design and deliver content, tools, products and experiences that enhance and enrich consumer’s life DIGIT L ECOSYSTEM conde nast india
  • 3. To develop a consumer-Focussed, Value-centric & self- Sustained digital products ecosystem To create synergy between The Group’s INITIATIVES, partnerships AND evolving media consumption Trends TO explore EMERGING REVENUE STREAMS To extend The Group’s pioneering LEGACY to digital platforms objectives DIGIT L ECOSYSTEM conde nast india
  • 5. AMPLIFIERS Experience seekerS. CURATORS. SHARERS. not just readerS. or listenerS. or viewerS. discerning cool seekers. identity centric. rebels.. no blind trust. No unconditional loyalty.. digital natives rich media. interactivity. participative.. Impatient. Seek conciseness. favour portable. global. Yet rooted. Relevance. context. Discovery. Perspective. Access to the best from around the world. judgmental. Ruthless. Vocal. Powerful. demanding. Not forgiving. upgraders. depth. how to. currency. fun. beyond information seekers.. characteristics consumer | content | commerce | customisation DIGIT L ECOSYSTEM conde nast india
  • 6. consumer | content | commerce | customisation behavioural patterns Content consumption influenced by social sharing Accesses content on-the-go from multiple platforms Relatively low effective consumption of content accessed through shares, likes or retweets (21 %) brand conscious, value seekers, comfortable with E-commerce seeking local, relevant and useful apps and utilities gravitates towards entertainment, lifestyle and news/information related content Are Image Conscious, Follow Trends, seek peers’ approval, and trust influencers’ opinions have evolved their own set of trustworthy, proven and dedicated non-traditional sources for advice, information and fun more on social media. less on individual websites. DIGIT L ECOSYSTEM conde nast india
  • 7. REDEFINED ROLES Producers. CURATORS. INFLUENCERS. not writers. not editors. VOICE & TONE experiences. narratives. interactions. not interviews. not features. Not write-ups. Conceptualised FOR DIGITAL DAILIES: Short, snappy, shareable. LONG-FORM: in-depth, informative, incisive. not reproduction of print. INTEGRATED CROSS-LINKED. cOMMERCE ENABLED. ENGAGING. not READ-AND-done. user-centric relevant. adding value. enriching. honest. not click baits..not just seo. paradigm shift consumer | content | commerce | customisation DIGIT L ECOSYSTEM conde nast india
  • 8. Content presentation platform agnostic, seamless social shareability important but identifiability critical affinity for participative, engaging, and interactive content. Sensible hashtags, collaborative approach. videos trump images trump text. preference for rich-media content. seeking Humour, evocative, experiential, useful content Respond to call-to-action and contra-views dedicated audience for both long-form, and short-form, content. overlapping. mood-dependent. All that is shared is not necessarily consumed. consumption pattern consumer | content | commerce | customisation DIGIT L ECOSYSTEM conde nast india
  • 9. Edits usable. CURATed. Tailored. Accessible. not alienating. human centric needs based. lifestyle enhancing. experiential. not brand/product centric. not plugs.. non-obtrusive integrated. invisible. intuitive. not hard-sell. not distracting. organic concept level integration..natural fit. honest. not ad-hoc. not forced. characteristics consumer | content | commerce | customisation DIGIT L ECOSYSTEM conde nast india
  • 10. Content sensitive product placement Affiliate marketing click-through sales curated edits native and programmatic advertising mobile Advertising local layer advertising trends Traditional digital advertising banners, panels, splash consumer | content | commerce | customisation DIGIT L ECOSYSTEM conde nast india
  • 11. consumer | content | commerce | customisation potential Interest-based custom content co-branded apps addressing consumer needs on-ground Extensions of online initiatives Proprietary Lifestyle tools with advertising Content centric products with commercial tie-ins content centric branded interactive features DIGIT L ECOSYSTEM conde nast india
  • 12. practical. simple. light. fulfilling a need. making life easy. utility based. not just frills. innovative beyond traditional. natural. experiential. not restricted.. marrying core values consumer. brand. group. not leads. not downloads. modular focussed..build-distribute model. Scalable. not long-term. essentials consumer | content | commerce | customisation DIGIT L ECOSYSTEM conde nast india
  • 13. content for digital DIGIT L ECOSYSTEM conde nast india
  • 14. C4 - layers of discovery Feature Interview Story Website Print Magazine retweets syndicators zite pulse NEWSTAND Digital Magazine read later instapaper pocket e mailer shares social media feeds memes Apps pins owned platforms shared platforms indie platforms DIGIT L ECOSYSTEM conde nast india
  • 15. C4 - GENERATION check list nature components platforms potential F.O.B. / snippet profile feature essay INTERVIEW OPINION piece photo feature product review text images videos audio music comments interactivity cross-links meta tags social hooks similar references extensions Print magazine PDF magazine Interactive feature specials / one-offs Website e-mailer social media mobile app notification centre memes curators (zite, pulse, newstand) read later (pocket, instapaper) featured experience extensions featured product extensions featured personality extensions social media extensions interaction possibilities consumer participation INTERACTIVE FEATURE POSSIBILITY affiliate marketing brand specials tool / app / game potential Memes How-to / guidebook proposed Feature: feature idea descriptor: description of the feature writer editorial sales / marketing technology notes DIGIT L ECOSYSTEM conde nast india
  • 16. nature components platforms potential F.O.B. / snippet profile feature essay INTERVIEW OPINION piece photo feature product review text images videos audio music comments interactivity cross-links meta tags social hooks similar references extensions Print magazine PDF magazine Interactive feature specials / one-offs Website e-mailer social media mobile app notification centre memes curators (zite, pulse, newstand) read later (pocket, instapaper) featured experience extensions featured product extensions featured personality extensions social media extensions interaction possibilities consumer participation INTERACTIVE FEATURE POSSIBILITY affiliate marketing brand specials tool / app / game potential Memes How-to / guidebook proposed Feature: ANUSHKA SHARMA INTERVIEW descriptor: Cover story - Interview and photoshoot with anushka sharma Hear ANUSHKA’s message for you. (Audio) We are meeting anushka. #GQ4Anushka to ask her a question anushka hijacks gQ India Instagram stream for a day BUY ANUSHKA’s look (AFFILIATE) anushka’s style picks for You (AFFILIATE) donate to anushka’s chosen charities Anushka’s 5 favourite gq India reads on Anushka’s ipod notes C4 - GENERATION check list - sample DIGIT L ECOSYSTEM conde nast india
  • 18. C4 - TOOLS / INITIATIVES approach TECH/concepts initiatives pooled content from group titles vogue gq traveller ad brand communication needs niche consumer needs shopping activity apps planner organiser dashboard guides CONDE NAST app ecosystem DIGIT L ECOSYSTEM conde nast india
  • 19. C4 - TOOLS / INITIATIVES approach identifying consumer needs & custom niches fashion conscious health Buffs Watch connoisseurs business travellers resorts patrons golf fans architects & designers Productivity junkies AUTOmobile lovers trend spotters home improvement Fans shoe collectors pooling core strengths FASHIon & Style: GQ + VOGUE Lifestyle trends: GQ + VOGUE + TRAVELLER DESIGN: AD + VOGUE + GQ + TRAVELLER identifying partners Internal external influencers brands conceptualising apps/tools content specific consumer need specific brand communication specific synergy between consumer needs, strengths & partners DIGIT L ECOSYSTEM conde nast india
  • 20. C4 - TOOLS / INITIATIVES possibilities CONDE NAST daily EDIT powered by Vogue & Gq a dedicated shopping app. daily updates. products handpicked by vogue/gq fashion editors affiliate tie-ups with asos, net-a-porter, myntra, jabong exclusive one day only events / prices simultaneous showcase on conde nast web properties CONDE NAST boarding pass powered by cn traveller an exclusive luxury travel app. luxury experiences, destinations, city guides, planner, journal and insider hacks curated by CN traveller promotional tie-ups with featured carriers, destinations, agencies tailored experiences / special prices CONDE NAST CLOSET powered by VOGUE & AD a PERSONAL look/closet management app. a Pictorial looks and owned clothes reminder/catalogue affiliate links, mobile ads data based suggestions algorithm DIGIT L ECOSYSTEM conde nast india
  • 21. C4 - TOOLS / INITIATIVES possibilities CONDE NAST upgrade custom branded for group titles a lifestyle productivity/planner app title/consumer specific custom features co-randing / periodic branding promotion through conde nast web properties GQ lYnx a social golfing app from gq a complete golfing app: guide, tips, best courses, advice from course booking to equipment sales, training sessions to inviting for a round, leaderboard, etc. backend social element CONDE NAST moments an über stylish watch app for portables brand specific customisation tool for portables tie-ups with luxury groups (richemont/swatch) for the finest watch faces to be used as dashboard clock DIGIT L ECOSYSTEM conde nast india
  • 22. the CARBON MODEL Building block. scalable. universal. organic. adaptable. MODULAR. content consumer customisation commerce feature/ product/tool Structure all produced content with focus on multi-platform consumption. Channel productS, TOOLS AND experiences created into revenue FOCUSSED INITIATIVES Offer innovative, brand-specific solutions that go beyond vanilla advertising and exploit full potential of available technologies/platforms to create memorable engagement/ experiences. Design and deliver content, tools, products and experiences that enhance and enrich consumer’s life DIGIT L ECOSYSTEM conde nast india
  • 23. Thank you… a presentation by: tushar A Amin tel: +91 98206 31297 e-mail: creativecorner@gmail.com conde nast india DIGIT L ECOSYSTEM