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Making Magazines Hotter Than Ever

Making Magazines Hotter Than Ever. Money Money Money. Hot Hot HOTTER. The Challenges of Change. What Can Go Right What Can Go Wrong. Obama Campaign McCain Campaign. Follow the Leader. The Mileage May Vary.

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Making Magazines Hotter Than Ever

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  1. Making Magazines Hotter Than Ever

  2. Money Money Money Hot Hot HOTTER

  3. The Challenges of Change • What Can Go Right What Can Go Wrong Obama Campaign McCain Campaign

  4. Follow the Leader

  5. The Mileage May Vary... • What works for one magazine property may not work for another. • What works today may not work tomorrow. • Each publisher will be speaking only of his own product and his own experience. • I would like to share with you some experiences that I have had with a few current clients.

  6. CBM Client Strategies B2C B2B • Crain’s • Automotive News Playboy Enterprises

  7. MIT’s Technology Review • One of my first client’s was MIT’s Technology Review. My mission was to find them a partner in India who believed in development of technology in India and was willing to invest in it. • One of India’s leading B2B companies, CyberMedia, took on the challenge.

  8. CyberMedia will not only be publishing Technology Review in India. They will also be staging Emtech India: the first emerging technology event ever to go outside the MIT campus.

  9. Playboy Enterprises Playboy Island on Second Life The Playboy brand has expanded well beyond the magazine, from Second Life and Playboy U in the virtual world to casino clubs and boutiques in the real world.

  10. The Digital Future Is a Journey • “The digital future is not a destination but a journey. There will be constant need for innovation, there will be constant need to experiment knowing some of the experimentation will be a failure and a constant need to re-do your business model.” • Christie Hefner • Chairman and CEO • Playboy Enterprises Inc, USA

  11. Global Strategy for Playboy • Playboy is already in 21 countries. • Playboy cannot enter several countries in the world because of legal restrictions. • Playboy therefore has created a new product for these countries, which is totally non-nude.

  12. DoubleDown Media

  13. DoubleDown Mediafor the working wealthy • Doubledown Media started by targeting Wall Street traders and hedge fund managers with Trader Monthly, then expanded into the M&A community with Dealmaker, the corporate C-Suite with Corporate Leaderand private jet aviation enthusiasts with Private Air. • All titles have clearly defined verticals, have high net-worth, are extremely targets for upscale consumer products and services, and reflect a decided B2B consumption patter In essence, Doubledown Media brands are neither pure B2B nor consumer platforms. They blend engaging content for these affinity groups that satisfies both professional and personal passions.

  14. The Brand DoubleDown Media Brands are Hybrids Blending professional interests with personal passions Professional Interests Thought leadership Success stories Business travel Strategies and tactics Risk taking Industry insight Professional profiles Personal Passions Luxury travel Fine timepieces Premium spirits Performance automobiles Fashion High-end electronics Jets and yachts

  15. DoubleDown Mediafor the working wealthy • Going global with CBM – retained CBM to work out a strategy for taking DDM titles to other parts of the world. • First destination: Dubai – agreement inked with a Dubai publisher within two months with the partner flying into New York to sign the agreement in his private jet. • Next destination: India – followed by China, Russia, Japan, and South Korea

  16. Automotive News • Circulation of 74,684 • Ad revenue - $46.8 million • Number one trade magazine in the B2B Power List

  17. Automotive NewsGlobal Strategy • Already in Germany, Japan, and China • With the Indian automotive market expanding at 17% per annum, AN is keen to start in India. • CBM is working on India entry strategy.

  18. The Common ThreadCritical Denominators Among Clients • All global players or going global • All keen on India

  19. Growing Economies Brazil Russia India China The only one that speaks your language is India!!

  20. Tip of the Day • Go global. • Go India. • Have fun.

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