“(Omni) discover(s) news very quickly & link[s] to [the] most relevant sources.”
“We’ve been live for a year and a half, it’s very promising.”
“Ads in Omni are good. Ads in omni are relevant.”Quotes from Alex Hardiman
“This is probably not new for many of you.”
“Longform does quite well for us.”
“(The one sentence stories are) not really a headline. Not really a tweet. Pulling in photos when it makes sense.”
“The watch is personal, and so is the feedback we tend to get back from our readers.”
“We’ve also seen the watch as a way to bring in new subscribers.”Quotes from Joy Robins
“I want to focus on results, because that’s what you all care about.”
“It all really goes back to thinking about a user-first strategy.”
“New forms of technology are entering our companies, and new companies are entering the marketplace.”
“Our mobile CPMs are equal to that of our desktop CPMs.”
“That change was always going to be rooted in our users.”
“To take advantage of the opportunity, you must understand the mobile mindset.”
“Engage new audiences in new times.”
“Don’t try to fake high quality experience.”
“You can’t build mobile-second ads. It’s a way to create ineffective advertising.”
“You have to appreciate what’s different.”
“Great ads are part of the experience.”
“Our primary customer is the decision-maker.”
“Don’t give us marketing jargon. Stick to what you know.”
“Create experiences people want to share.”Quotes from Stefan Savva
“Mobile changes everything, and that’s how we think about mobile at Fairfax Media.”/p>
“Mobile social is not the same as desktop social.”
“In mobile, people are wanting to read something new, but that’s not the only reason.”
“People check phones because they’re filling time - it’s a motivating factor.”
“If you want to see the future of news in Australia, you look at the youth.”
“When we grow up, we’d like to be a mobile-first company. But that’s easier said than done.”
“We want to blow up barriers that are stopping mobile advertising.”
“In creative, creative’s a big blocker.”
“We’re going to end up being surrounded by 4 billion smartphones on this planet. That’s why we need to get this right.
Ian Vannman is the media platform product manager at the Schibsted Group and co-founder of the Swedish mobile news app Omni.
About Alex Hardiman
Hardiman oversees a team of product managers responsible for the strategy, P&L and product management of The Times's mobile portfolio, comprised of 15+ phone and tablet products across iOS, Android, Windows, BlackBerry, the Mobile Web, Web apps, eReaders, and 3rd party distribution platforms (e.g. Flipboard and Google Newsstand).
About Joy Robins
Robins has worked for The Weather Channel, BBC, and NBC, beginning her career in advertising agencies. She helped BBC enter their advertising market into the U.S. through The Weather Channel, ultimately leading the sales team that developed BBC into a multibillion dollar business. With NBC, she worked with their digital news properties as a member of the NBC Universal leadership team. Her focus at INMA will revolve around advertisements via mobile and tablets.
About Stefan Savva
Fairfax Media is “a leading multi-platform media company” that utilized newspapers, websites, radio stations, and digital outlets. Fairfax Media has been informing the public for over 180 years with multiple business divisions in many different markets, publishing metropolitan, agricultural, local newspaper, and financial/consumer magazines. Stefan Savva oversees the work of mobile strategies in over 50 different leading “mobile and tablet assets” across Fairfax. For over 20 years, Savva has built digital products. He writes monthly for INMA Mobile + Tablet Blog. He has been with Fairfax since 2005 and has served in his current position since 2013.
Alex Hardiman, vice president of product at The New York Times, shared with delegates at the INMA World Congress in New York City on Tuesday the company’s strategy to accommodate the shift from desktop users to mobile users.
“This is probably not new for many of you,” Hardiman said.
In the United States, The New York Times has 35 million mobile users – 3 million more than its desktop users. This transition has caused 28 million of its viewers to switch to mobile-only to access the company’s site.
The media company also has experienced a shift in the revenue its advertising and circulation generates. Circulation surpassed advertising revenue as it rose over US$800 million while advertising fell under US$700 million.
Hardiman also discussed the company’s new Apple watch app, which uses one-sentence stories to intrigue its audience to pull out their iPhones and read the rest of the story: “Not really a headline. Not really a tweet,” Hardiman said, describing the one-sentence stories.
The company has even experimented with emojis on the app to interest readers.
The watch has brought in many new subscribers and was also apart of of a broader strategy, she said.
The New York Times changed how its stories were presented to the audience on mobile devices. Before, breaking news stories and food articles were the same size on the screen. Now, more important news stories appear bigger and videos are front and center. These same tools apply to mobile advertising as well.
“At the end of the day, we need to make sure we’re clearly labeling what’s advertising,” Hardiman said.
Joy Robins, senior vice president/global revenue and strategy at Quartz, continued the conversation, focusing on the user-first strategy.
“We knew that in order to really be successful, we had to build a team around the culture of user-first,” Robins said. “While people were spending more time on mobile devices, they were doing so in shorter bursts.”
Quartz was built from the view that the world was going to change, so the company is changing with it, she said: “New forms of technology are entering our companies, and new companies are entering the marketplace.”
When Quartz first began, there was not a strong demand for its product. The company did not lower the price, however, staying strong and focusing on the quality of its product.
Robins left the audience with three principles on how to engage audiences in more powerful ways:
- Do not compromise quality.
- Capitalise on the mobile mindset.
- Believe in your product.
Mobile Director of Fairfax Media Stefan Savva discussed media disruption. Instead of print transitioning to digital, digital is transitioning to mobile, he explained. This puts pressure on outlets to be innovative in their methods: “Mobile is changing every single bit about being a publisher.”
Mobile has changed the interaction model and distribution model. People share desktops; they don’t share mobile phones. People are checking their phones up to 50 to 100 times a day, he said.
“We’re going to end up being surrounded by four billion smartphones on this planet,” he said. “That’s why we need to get this right.”
Ian Vannman, media platform product manager at the Schibsted Group and co-founder of the Swedish mobile news app Omni (owned by Schibsted), spoke about Omni’s development since launch last year.
Omni, a digital-only company, met with news junkies to help determine its strategy: “We’ve been live for a year and a half, it’s very promising,” Vannman said.
Omni already is Sweden’s fifth-leading news service and produces more than 20 to 30 articles a day with two to three editors manning the desk at all times. The app allows users to pick and choose which article topics they would like to see in their newsfeed.
Within the first year, Omni had 30 native advertisers. This calendar year, the company has an additional 25 more.
Almost 70% of readers agree with the statements that “ads in Omni are good” and 66% agreed that “ads in Omni are relevant.” In addition, 86% of Omni readers say native ads are better than display ads.