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©2009 HP Confidential template rev. 12.10.091 ©2010 Hewlett Packard Company1
PUTTING A NEW FACE ON MAGAZINE PUBLISHING
©2009 HP Confidential template rev. 12.10.092 ©2010 Hewlett Packard Company2
did you know ?
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3.8 billion magazines were delivered to newsstands in
the US last year Source: “The Magazine Retail Sales Experience 2008” – Harrington
Associates, LLC
©2009 HP Confidential template rev. 12.10.094 ©2010 Hewlett Packard Company4
62% of these were returned to the publisher
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that’s over
2.3B wasted magazines
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placed end to end…
that’s enough magazines to circle the Earth 16 times
PHOTO © WARNER BROS. ENTERTAINMENT INC.
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what if…
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magazines only get printed when they are
purchased?
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Unique web service platform for self publishing Jun '08: private alpha (by invitation) Feb '09: public beta (US, Canada, UK)
©2009 HP Confidential template rev. 12.10.0910 ©2010 Hewlett Packard Company10
PRINT IS STILL RELEVANT
– People still love printed magazines– Advertisers still love printed
magazines
“There’s just something about holding a
magazine, or a book, or anything printed really, in your hands. There’s some
sort of magic that happens between print
and fingertips.”All Things Girl
©2009 HP Confidential template rev. 12.10.0911 ©2010 Hewlett Packard Company11
Traditional WorkflowMAGAZINE PRODUCTION & FULFILLMENT
Receive Unsold
Magazines
Discard Unwanted Magazines
Obtain Price Quote
SchedulePrint Run
Submit Digital Files
Approve Color Proofs
Receive Printed
MagazinesFind PSPs Pay PSP
Ship to Bookstores
Find Bookstores
Get paid by Bookstores
Ship to Subscriber
s
Find Subscriber
sGet paid
by Subscribers
Several Months!
High startup costs, high risk Long print runs –> storage & waste
©2009 HP Confidential template rev. 12.10.0912 ©2010 Hewlett Packard Company12
MagCloud WorkflowMAGAZINE PRODUCTION & FULFILLMENT
Upload PDF Preview PDF on screen
Order Proof(optional)
Publish Magazine
Get paid by MagCloud!
Several Minutes!
Zero cost to publish a magazine (just upload a PDF file)
Magazines are printed on demand –> Zero waste
©2009 HP Confidential template rev. 12.10.0913 ©2010 Hewlett Packard Company13
Ford Model T assembly line, 1913STREAMLINING PRODUCTION
“Any customer can have a car painted any color that he wants so long as it is black” – Henry Ford
Photo Source: Detroit Public Library
©2009 HP Confidential template rev. 12.10.0914 ©2010 Hewlett Packard Company14
MagCloud production line, 2009STREAMLINING PRODUCTION
“Any customer can publish any type of magazine he wants so long as it’s 8.5"x11” – MagCloud
Photo Source: Negaunee Public Library
Photo Source: Negaunee Public Library
©2009 HP Confidential template rev. 12.10.0915 ©2010 Hewlett Packard Company15
THE LONG TAIL
Oct '04: Chris Anderson introduces term in Wired article
Refers to the large volume of niche products available
““What's really amazing about the What's really amazing about the Long Tail is the sheer size of it. Long Tail is the sheer size of it.
Combine enough nonhits on the Long Combine enough nonhits on the Long Tail and you've got a market bigger Tail and you've got a market bigger
than the hits.”than the hits.”
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who ispublishin
g ?
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Early Adopters: Artists & Photographers
WHO IS PUBLISHING?
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Religious GroupsReligious Groups
WHO IS PUBLISHING?
Special InterestInterest Groups
SchoolsSchools
Non-profit Non-profit OrganizationsOrganizations
ProgrammersProgrammers
Political GroupsPolitical Groups
BusinessesBusinesses
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how is itbeing used ?
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Special Editions
Back Issues
HOW IS IT BEING USED?
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Oct ‘09: MagCloud teamed up with Wikia to provide free plugin for creating custom magazines using their favorite articles
Mashup Example: wikiaHOW IS IT BEING USED?
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Sept 23, 2009 - the biggest dust storm in 70 years blew through AustraliaCASE STUDY – STRANGE LIGHT
The magazine has received international acclaim from media outlets including TIME and SmartCompany and has become a social media phenomenon.
1.5 days1 magazine40 pages54 photographs34 photographers
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Jan 12, 2010 – 7.0 earthquake hits HaitiCASE STUDY – ONE RESPE
Jan 15, 2010 – magazine published on MagCloud All proceeds go to the American Red Cross International Response Fund for Haiti relief http://www.magcloud.com/browse/Issue/57597
Photographs by:Chet GordonKari HartmannMary Ellen MarkPeter PereiraLindsay Stark
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WORD IS GETTING AROUND…• A Photographic Benefit for Haiti | MagCloud - George Dearing dot com
via magcloud.com. "All proceeds go to the American Red Cross International Response Fund for Haiti relief." Loading mentions Retweet. Posted January 18, 2010. Got an account with one of these? Login here, or just enter your comment ...George Dearing dot com - http://georgedearing.com/
• thinking about it: Magazine Onè Respe | MagCloudBy stephen mallon photographs Magazine Onè Respe | MagCloud · Haiti Earthquake - 12 January 2010 · Brace for Impact, The Salvage of flight 1549 One y... Resource magazine and Milk Gallery presents a LOT ... ► 2009 (62). ► December (1). Art Basil and VERGE! ...thinking about it - http://stephenmallonphoto.blogspot.com/
• Photographers Launch Fundraising Magazine to Aid Haiti Quake VictimsBy editor SAN FRANCISCO, Jan 15 -- Professional photographers are offering a special edition fundraising magazine through the Magcloud print-on-demand service to benefit victims of the recent earthquake in Haiti. The magazine features work from ...PR News Aggregation - http://aggregator.in/
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WORD IS GETTING AROUND…• MOO.com | Help Haiti. (It's not hard)
By Denise It was designed by Derek Powazek of Magcloud and it's already available to preview and purchase at http://magcloud.com/browse/Magazine/57585. Looking through the magazine at the images showing the daily lives of those living in Haiti ...
MOO - http://www.moo.com/blog/
• Photographers Organize Fundraising Mag for Haiti Quake Aid - Grids ...A group of photographers have created a fundraising magazine through Magcloud to help generate aid for Haiti earthquake victims. Organized by San Francisco photojournalist Lane Hartwell, the magazine, titled One Respe, is a collection ...
Grids - http://www.spd.org/
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thank you!For more information
Mark Giordono: [email protected]