Mobile Strategies

This is a test slide. There’s really

nothing to see here. Please enjoy a pleasant
conversation about the weather in Indianapolis with the
nice person next to you. Remember, don’t think of an elephant.
Thank you.
Mobile Strategies
Modern Healthcare’s digital
delivery methodology
The Way We Were

Content

Print

Gonzo Schexnayder / Modern Healthcare / Crain Communications

The Other Container

Content

Print

Gonzo Schexnayder / Modern Healthcare / Crain Communications

Containers

Content

Gonzo Schexnayder / Modern Healthcare / Crain Communications

Systems

Content

Gonzo Schexnayder / Modern Healthcare / Crain Communications

Devices

Content

Gonzo Schexnayder / Modern Healthcare / Crain Communications

Tomorrow

Content

Gonzo Schexnayder / Modern Healthcare / Crain Communications

Day After Tomorrow

Content

Gonzo Schexnayder / Modern Healthcare / Crain Communications

Choices

Gonzo Schexnayder / Modern Healthcare / Crain Communications

Who Moved My Cheese
“The longer users use the web, the
greater the acceleration of the
disruption they create.”
- “The Evolving User Paradigm,” Terry Heaton, AR&D,
Thepomoblog.com, June 19, 2010

“An anthropological introducton

to YouTube” - Michael Wesch

Gonzo Schexnayder / Modern Healthcare / Crain Communications

Confusion
 “…the Google”

 “Is our publishers

 “…the internets” learning?”
Gonzo Schexnayder / Modern Healthcare / Crain Communications
AP Research

Gonzo Schexnayder / Modern Healthcare / Crain Communications

Ethnography  Spring 2007
 Six cities

 18
 Diaries
 Home visits

Gonzo Schexnayder / Modern Healthcare / Crain Communications

Insights
 Depth
Design new ways to see the news and
new ways to find it.

 News Fatigue and Balance

Make deep, relevant stories more accessible, reduce duplication
and bring closure.

 Social Currency
Continuously fine-tune the process to
make the news valuable to new readers.
Gonzo Schexnayder / Modern Healthcare / Crain Communications
Deer with Guns

“The deer now have

guns. What do you do
when the deer have
guns? Get into the
ammunition business.”
- Gordon Borrell, Borrell Associates

Gonzo Schexnayder / Modern Healthcare / Crain Communications

New Model for News
 June 2008
 Many Entry Points
 Connect the News
 “1-2-3 Filing”
 Alert, Story, Depth
 Not your father’s

inverted pyramid
Gonzo Schexnayder / Modern Healthcare / Crain Communications
Model for Communication

 Summer 2009
 24

 Ads are Good

 “0-1-2-3-4”
 0 = Social
 4 = Promise

Gonzo Schexnayder / Modern Healthcare / Crain Communications

AP 2.0

Gonzo Schexnayder / Modern Healthcare / Crain Communications

Modern Healthcare

 1976
 70,000
 C-Suite
 30

 24 in ‘09

Gonzo Schexnayder / Modern Healthcare / Crain Communications

ModernHealthcare.com
 1998
 246k / 75k
 511k / 140k
 No big changes
 More paywall
 Better navigation
 Better linking

 Better SEO
Gonzo Schexnayder / Modern Healthcare / Crain Communications
A Little Help

Gonzo Schexnayder / Modern Healthcare / Crain Communications

MH Content Growth
 Print & Web
 plus
 Video
 Digital Editions
 Webinars
 Social Networks
 Kindle

 Mobile
Gonzo Schexnayder / Modern Healthcare / Crain Communications
Focus

“Why are we wetting ourselves over a

million iPads when there are 140 million
web-enabled phones out there.”

- Prescott Shibles, CEO, Vital Business Media,

“Revenue Drivers for 2010,” ABM NY Regional
Program

Gonzo Schexnayder / Modern Healthcare / Crain Communications

Motivators

Gonzo Schexnayder / Modern Healthcare / Crain Communications

MH Mobile
 9/09: 600
 Web-only News
 Auto-detect
 Web registration
 Print, Newsmakers
 5/10: 2600
 iPhone: 2200

Gonzo Schexnayder / Modern Healthcare / Crain Communications

Mobile Strategy

Mobile Strategy = Strategy

 CMS

 Clean
 RSS
 SEO
 Device Agnostic
Gonzo Schexnayder / Modern Healthcare / Crain Communications
Social Media

Gonzo Schexnayder / Modern Healthcare / Crain Communications

Kindle 2

 Model-T
 2 Million

 700
 30/70
 RSS Feed
 Weekly

Gonzo Schexnayder / Modern Healthcare / Crain Communications

Why Kindle

 Brand Extension
 Loyal Audience

 Supplemental Subs
 Free Wireless
 Single Function
 $189 on 6/21

Gonzo Schexnayder / Modern Healthcare / Crain Communications

E-Readers

 40+
 ePub
 6.6
 $99

Gonzo Schexnayder / Modern Healthcare / Crain Communications

iPad
 Transformative
 iKid
 3 Million iPads

 Non-proprietary
 Safari
 100 Million iOS
 B2C vs. B2B

Gonzo Schexnayder / Modern Healthcare / Crain Communications

iP Apps
"I wouldn't run headlong into
apps. .... It's like having a child. It
requires constant effort. Build a
better mobile website. You don't
have to build for certain platforms.
…180k [apps] in iTunes store.
140k don't know what they got
themselves into."
- Dave @ Mojiva.com

Gonzo Schexnayder / Modern Healthcare / Crain Communications

What do my readers want?

 Analytics
 VOC
 Surveys
 Research

Gonzo Schexnayder / Modern Healthcare / Crain Communications

The Way We ARE

 It’s what we do
Content
 It’s our USP
 It’s what readers want
 …everywhere
 …including in print.

Gonzo Schexnayder / Modern Healthcare / Crain Communications

Going Forward

Content
BFF

Gonzo Schexnayder / Modern Healthcare / Crain Communications

Container Agnostic
“We need to create it in a way and edit it in a
way that we can pump it out to the people
who can consume it in a way that makes
sense and where we don’t have to do it
differently for each different device.”

- Daniel Bernard, Chief Product Officer, WSJ,

June 17, 2010 interview in BtoB
Gonzo Schexnayder / Modern Healthcare / Crain Communications
Thank you
Contact
Gonzo Schexnayder
Online General Manager
Modern Healthcare
312-649-5421
gschexnayder@modernhealthcare.com

AP’s Ethnography Study

http://www.ap.org/newmodel.pdf
http://www.NewCommunicationModel.org/

Gonzo Schexnayder / Modern Healthcare / Crain Communications