Download - Solo Papel No Alcanza ALEMANIA
-
8/20/2019 Solo Papel No Alcanza ALEMANIA
1/64
!"#$%'%#()*'"$+,$%-./01 3 -(4*'%#()*'"$+,$%-./01 &5"#$
-
8/20/2019 Solo Papel No Alcanza ALEMANIA
2/64
!"#$%'%#()*'"$+,$%-./01 3 -(4*'%#()*'"$+,$%-./01 &5"#$
9(4%+:0(1$%- 4 ;0*( 6F#(-(##% GA(4
-
8/20/2019 Solo Papel No Alcanza ALEMANIA
3/64
!"#$%'%#()*'"$+,$%-./01 3 -(4*'%#()*'"$+,$%-./01 &5"#$
G)#/$4" H%A#(#+A I#?$4J;J I#?$47$(#/A0($#+6F#%A+G#(F$/#+
6=K011#(/#
L# 4(# 4 %$/,# )*'"$+,#(
-
8/20/2019 Solo Papel No Alcanza ALEMANIA
4/64
!"#$%'%#()*'"$+,$%-./01 3 -(4*'%#()*'"$+,$%-./01 &5"#$
;
-
8/20/2019 Solo Papel No Alcanza ALEMANIA
5/64!"#$%'%#()*'"$+,$%-./01 3 -(4*'%#()*'"$+,$%-./01 &5"#$
-
8/20/2019 Solo Papel No Alcanza ALEMANIA
6/64!"#$%'%#()*'"$+,$%-./01 3 -(4*'%#()*'"$+,$%-./01 &5"#$
!" $%& '( )"'$*+, (-) %..)(%/$
-
8/20/2019 Solo Papel No Alcanza ALEMANIA
7/64!"#$%'%#()*'"$+,$%-./01 3 -(4*'%#()*'"$+,$%-./01 &5"#$
Our whole structure was product-centric
Everything was organized accordingly:departments, positions, ressources, workflows
The pivot was the magazine
-
8/20/2019 Solo Papel No Alcanza ALEMANIA
8/64!"#$%'%#()*'"$+,$%-./01 3 -(4*'%#()*'"$+,$%-./01 &5"#$
It‘s about the target audience…..
…..not about the product
-
8/20/2019 Solo Papel No Alcanza ALEMANIA
9/64!"#$%'%#()*'"$+,$%-./01 3 -(4*'%#()*'"$+,$%-./01 &5"#$
L,4A $+ 0*( (#4" 4++#AM
9,# 4//#++ A0 4 +)#/$B/ A4(-#A -(0
K0%A#%AN
-
8/20/2019 Solo Papel No Alcanza ALEMANIA
10/64!"#$%'%#()*'"$+,$%-./01 3 -(4*'%#()*'"$+,$%-./01 &5"#$
H: /0%A#%A $+ 0*( /0(# 4++#AO..
O..?0 C# A(#4A $A "$
P(# C# (#4""> -#Q%- A,#10+A 0*A 0: $AM
-
8/20/2019 Solo Papel No Alcanza ALEMANIA
11/64!"#$%'%#()*'"$+,$%-./01 3 -(4*'%#()*'"$+,$%-./01 &5"#$
"0123456 '23457 %86950:5!"#$%&%'$%( "# *"#% +,$-.%'/
/;35 '23457 %86950:5!0122%-$1&'3 45-"1#,(1'/
' 7
-
8/20/2019 Solo Papel No Alcanza ALEMANIA
12/64!"#$%'%#()*'"$+,$%-./01 3 -(4*'%#()*'"$+,$%-./01 &5"#$
94'"# 0: K0%A#%A
-
8/20/2019 Solo Papel No Alcanza ALEMANIA
13/64
!"#$%'%#()*'"$+,$%-./01 3 -(4*'%#()*'"$+,$%-./01 &5"#$
"0123456 '23457 %86950:5
/;35 '23457 %86950:5
-
8/20/2019 Solo Papel No Alcanza ALEMANIA
14/64
!"#$%'%#()*'"$+,$%-./01 3 -(4*'%#()*'"$+,$%-./01 &5"#$
.3907 206 C;3457
-
8/20/2019 Solo Papel No Alcanza ALEMANIA
15/64
!"#$%'%#()*'"$+,$%-./01 3 -(4*'%#()*'"$+,$%-./01 &5"#$
L,4A 4 A(#1#%?0*+ C4+A# 0: #%#
We did reach only a few due to thephysical limitation of our vehicle
6%'%,&-."#73 4#,28'"#73 9%':#73 9&,;%2"#.1$17&,?."#73 9."#@"#+&":#73 6%=&":#73 A,81B:#73 >&"#:#73
C."??"#73 D%2";%&"#7
-
8/20/2019 Solo Papel No Alcanza ALEMANIA
16/64
!"#$%'%#()*'"$+,$%-./01 3 -(4*'%#()*'"$+,$%-./01 &5"#$
.3907 206 C;3457D)5:E:1904FFF
!3975 206)58G5F
-
8/20/2019 Solo Papel No Alcanza ALEMANIA
17/64
!"#$%'%#()*'"$+,$%-./01 3 -(4*'%#()*'"$+,$%-./01 &5"#$
G0*%?+ #4+>O
…but could it be done in a traditional, product-centric publishing environment?
…with traditional, more news oriented editors?
No. It couldn‘t. We had to change the structure. And we had to change the thinking.
-
8/20/2019 Solo Papel No Alcanza ALEMANIA
18/64
!"#$%'%#()*'"$+,$%-./01 3 -(4*'%#()*'"$+,$%-./01 &5"#$
@. 70%RA A(> A0 $%%0F4A# C$A,$%
• L# (#0(-4%$+#? A,# /01)4%>• S0A A,# )(0?*/A '*A A,# /011*%$A> TU A4(-#A
4*?$#%/#V $+ )$F0A4"• K011*%A> *%$A+W %0A )(0?*/A *%$A+
•
S#C +A(*/A*(#X %#C ,$#(4(/,$#+X %#C Y0' ?#+/%#C (#+)0%+4'$"$Z#+ O >#+X %#C )#0)"#• L# $%F#%A#? 4 +)#/$4" 0)#(4Z0% :0(/# A0 4//#"#
A,# /,4%-#[ 9(4%+4/Z0% 6?$A0(+
-
8/20/2019 Solo Papel No Alcanza ALEMANIA
19/64
!"#$%'%#()*'"$+,$%-./01 3 -(4*'%#()*'"$+,$%-./01 &5"#$
;. K0%A#%A 14\#(+
'
-
8/20/2019 Solo Papel No Alcanza ALEMANIA
20/64
!"#$%'%#()*'"$+,$%-./01 3 -(4*'%#()*'"$+,$%-./01 &5"#$
!"#$%&$% () *+,*-) ./)%0$#% 12*$$&+3 $#% 4&5(1
7$#, ,2*% ($8#/9*:#$ -#;/ *;4(&$1& 9#)% 4&)(/&)3$.%# )%/*%&&)% 1/&*%& (($ %2&(/ 2*$4)6?
74% 74F#%)0(AX K0%A#%A 7$(#/A0( 4AI#(#?$A, ]/#"#(4A#? I4(!#Z%-
-
8/20/2019 Solo Papel No Alcanza ALEMANIA
21/64
!"#$%'%#()*'"$+,$%-./01 3 -(4*'%#()*'"$+,$%-./01 &5"#$
^. P?+ /4% 0%"> A(4F#"
-
8/20/2019 Solo Papel No Alcanza ALEMANIA
22/64
!"#$%'%#()*'"$+,$%-./01 3 -(4*'%#()*'"$+,$%-./01 &5"#$
_. HAR+ A,# K011*%$A>X %0A A
Don‘t be product-centric
Be community-centricHAR+ $1)0(A4%A A0 (#4/, 4 1#1'#( 0: A,# A4(-#A 4*?$#%/#. HAR+ %0
I4-4a$%#X J"0-X `0(A4"X K0%-(#++X L#'$%4(X J00!X b4/#'00!X S#C+"#\#(X `$%A#(#+AX9C$\#(
-
8/20/2019 Solo Papel No Alcanza ALEMANIA
23/64
!"#$%'%#()*'"$+,$%-./01 3 -(4*'%#()*'"$+,$%-./01 &5"#$
c. P%4">a# >0*( 94(-#A P*?$#• P%4">a# A,#$( +#4(/, ,4'$A+• I0%$A0( A,#$( +0/$4" 1#?$4 ,4'$A+• P%4">a# (#"4A#? #/011#(/# )"4d0(1+• J*$"? )#(+0%4+
• H?#%Z:> A,# $%e*#%/#(+• K(#4A# 1*"Z)"# A0*/,)0$%A+• 9,#% +A4(A A0 /(#4A# 4))(0)($4A#? )(0?*/A
-
8/20/2019 Solo Papel No Alcanza ALEMANIA
24/64
!"#$%'%#()*'"$+,$%-./01 3 -(4*'%#()*'"$+,$%-./01 &5"#$
f. g$+A >0*( 90*/,)0$%A+
P I4-4a$%# $+ %0A #%0*-,P +$%-"# `"4d0(1 $+ %0A #
We need multiple Platforms.We have to be a Multi Platform Publisher.
-
8/20/2019 Solo Papel No Alcanza ALEMANIA
25/64
!"#$%'%#()*'"$+,$%-./01 3 -(4*'%#()*'"$+,$%-./01 &5"#$
H 2 4 2 I 9 0 5
. ; 3 7 2 1
+ 5 ? G 1 5 J 5 3
C 2 : 5
K ; ; L
M ; 8 7 8 K 5
N 9 0 L 5 6 * 0
O 9 0 4
P 1 ; 4 G
/ ; Q = 2 0 E $ ; Q 5 = 2 4 5 G
! 9 L 9 = 5 6 9 2
% Q 2 I ; 0
P(Z/"# x x x x xG%$))#A+ x x x x x x x x x
H%:0-(4),$/+ x x x x x x x x x94'"#+ x x x x x x x x x `$/A*(#+ x x x x x x x x x
`0+A x x x x x x h$?#0 x x x x x x x
9,# 90*/,)0$%A+ I4A($i
-
8/20/2019 Solo Papel No Alcanza ALEMANIA
26/64
!"#$%'%#()*'"$+,$%-./01 3 -(4*'%#()*'"$+,$%-./01 &5"#$
E. 9,# )0C#( 0: IHj+
•
I$%$1*1 H%:0(14Z0% j%$A+ TIHjV• 6F#(> )$#/# 0: /0%A#%A /4% '# :(4-1#%A$A+ IHj+
•
K0%A#%A PA01$a4Z0%
-
8/20/2019 Solo Papel No Alcanza ALEMANIA
27/64
!"#$%'%#()*'"$+,$%-./01 3 -(4*'%#()*'"$+,$%-./01 &5"#$
-
8/20/2019 Solo Papel No Alcanza ALEMANIA
28/64
!"#$%'%#()*'"$+,$%-./01 3 -(4*'%#()*'"$+,$%-./01 &5"#$
P'+A(4/A k@[l0C A0 )0+$Z0% >0*(+#":
=m S#C+"#\#(X `0(A4"X J"0-Xb4/#'00!X 800-"#n
-
8/20/2019 Solo Papel No Alcanza ALEMANIA
29/64
!"#$%'%#()*'"$+,$%-./01 3 -(4*'%#()*'"$+,$%-./01 &5"#$
P'+A(4/A k;[b$(+A /0%A4/A 4%? '($#B%-
=m S#C+"#\#(X `0(A4"X J"0-Xb4/#'00!X 800-"#n
K,#/!"$+A=m `0(A4"X J"0-X
70C%"04?
-
8/20/2019 Solo Papel No Alcanza ALEMANIA
30/64
!"#$%'%#()*'"$+,$%-./01 3 -(4*'%#()*'"$+,$%-./01 &5"#$
-
8/20/2019 Solo Papel No Alcanza ALEMANIA
31/64
!"#$%'%#()*'"$+,$%-./01 3 -(4*'%#()*'"$+,$%-./01 &5"#$
P'+A(4/A k^[f +A#)+ $% 4 /(#4ZF# )(0/#++
=m S#C+"#\#(X `0(A4"X J"0-Xb4/#'00!X 800-"#n
-
8/20/2019 Solo Papel No Alcanza ALEMANIA
32/64
!"#$%'%#()*'"$+,$%-./01 3 -(4*'%#()*'"$+,$%-./01 &5"#$
P'+A(4/AK*+A01#( "
=m S#C+"#\#(X `0b4/#'00!X 800
-
8/20/2019 Solo Papel No Alcanza ALEMANIA
33/64
!"#$%'%#()*'"$+,$%-./01 3 -(4*'%#()*'"$+,$%-./01 &5"#$
H%A#(F$#C=m `0(A4"X J"0-X h$?#0U o0*A*'#X P*?$0 U
`0?/4+A
-
8/20/2019 Solo Papel No Alcanza ALEMANIA
34/64
!"#$%'%#()*'"$+,$%-./01 3 -(4*'%#()*'"$+,$%-./01 &5"#$
@ Hj /0%A4$%+ @< IHj
• @ Hj
• @< IHj+ – _ 14$% A#iA 10?*"#+ +A(*/A*(#? :(01 @ A0 – @ $%A#(F$#C – _ 4'+A(4/A+ – @ /,#/!"$+A
-
8/20/2019 Solo Papel No Alcanza ALEMANIA
35/64
!"#$%'%#()*'"$+,$%-./01 3 -(4*'%#()*'"$+,$%-./01 &5"#$
p. 61'#??#? I4(!#Z%-
qP+ >0* !%0CX A,# 4-# 0: A,# H%A#,4+ A*(%#? #?$A0(+ $%A0 14(!#A#(4(# (#+)0%+$'"# :0( A,#$( /0%A#%A.70% S$/,0"4+X I#s*0?4 8(0*)
9,# #?$A0(+ Y0' $+ A0 /(#4A# A,# C$?#+A)0++$'"# (#4/,
H242I905 3 2
P1;4G
-
8/20/2019 Solo Papel No Alcanza ALEMANIA
36/64
!"#$%'%#()*'"$+,$%-./01 3 -(4*'%#()*'"$+,$%-./01 &5"#$
"0123456 '23457 B3;8=!"#$%&%'$%( "# *"#% +,$-.%'/
/;35 '23457 B3;8=!0122%-$1&'3 45-"1#,(1'/
.;3721 +5?G15J53 C2:5K;;L M;878K5
N90L56*0 O904 RB53Q20ES
/;Q=20E $;Q5=2!9L9=569%Q2I;0'?9J53
.907535G.) .;3721G
H242I905 3721
P1;4G
-
8/20/2019 Solo Papel No Alcanza ALEMANIA
37/64
!"#$%'%#()*'"$+,$%-./01 3 -(4*'%#()*'"$+,$%-./01 &5"#$
"0123456 '23457 B3;8=!"#$%&%'$%( "# *"#% +,$-.%'/
/;35 '23457 B3;8=!0122%-$1&'3 45-"1#,(1'/
.;3721 +5?G15J53 C2:5K;;L M;878K5
N90L56*0 O904 RB53Q20ES
/;Q=20E $;Q5=2!9L9=569%Q2I;0'?9J53
.907535G.) .;3721G
-
8/20/2019 Solo Papel No Alcanza ALEMANIA
38/64
!"#$%'%#()*'"$+,$%-./01 3 -(4*'%#()*'"$+,$%-./01 &5"#$
P% 4))(04/, "$!# A,$+ 4"$#%4A#+ 4 A>)$/4" #?$A0(
L# %##?#? #?$A0(+ C$A, 4 ?$t#(#%A4))(04/,. `#0)"# C,0 C#(# C$""$%- %0A0%"> A0 (#)0(A '*A A0 /0%A($'*A#.
9(4%+4/Z0% 6?$A0(+ T96V
-
8/20/2019 Solo Papel No Alcanza ALEMANIA
39/64
!"#$%'%#()*'"$+,$%-./01 3 -(4*'%#()*'"$+,$%-./01 &5"#$
! T2021EI5FU TA,# A0)$/V! T65V05FU TA,# /,4%%#"+V! T90W5GX4275FU TA,# +A0(>V! T=3;68:5FU TA,# /0%A#%AV
! TQ23L57FU TA,(0*-, 4"" /,4%%#"+V! TQ52G835FU T>0*( +*//#++V
-
8/20/2019 Solo Papel No Alcanza ALEMANIA
40/64
!"#$%'%#()*'"$+,$%-./01 3 -(4*'%#()*'"$+,$%-./01 &5"#$
u. 7#F#"0) >0*( K0%A#%A 80• v*( /0%A#%A ,4+ A0 :*"B"" 4 -04"
– 9(4w/ 3 x#4/, – h$+$'$"$A> – K0%F#(+$0%+
– j+#( #%-4-#1#%A – x#F#%*#
• I#4+*(# $A
-
8/20/2019 Solo Papel No Alcanza ALEMANIA
41/64
!"#$%'%#()*'"$+,$%-./01 3 -(4*'%#()*'"$+,$%-./01 &5"#$
@0*( 0C% 0*A• L# %##?#? 4 ?$(#/A "$%! A0 0*(
/*+A01#(+
• S#C++A4%? C4+ %0A 4% 0)Z0%• 6/011#(/# )"4d0(1
• 90?4> C# /0%+$?#( 0*(+#"F#+4+ 4 +,0) /#%A($/ /01)4%>
I4-4=L
G*'+
-
8/20/2019 Solo Papel No Alcanza ALEMANIA
42/64
!"#$%'%#()*'"$+,$%-./01 3 -(4*'%#()*'"$+,$%-./01 &5"#$
I4-4=a$%# T0C%V
I4-4=a$%#
T^(? )4(A>V
70C%
9(4
8#%#($/`(0?*/A+
x#"4A#?`(0?*/A+
(01905
"W507
'
-
8/20/2019 Solo Papel No Alcanza ALEMANIA
43/64
!"#$%'%#()*'"$+,$%-./01 3 -(4*'%#()*'"$+,$%-./01 &5"#$
@@. j+# A,# )0C#( 0: x#4" 9$1# x#"#F
[53X4; RP204L;LS '
-
8/20/2019 Solo Papel No Alcanza ALEMANIA
44/64
!"#$%'%#()*'"$+,$%-./01 3 -(4*'%#()*'"$+,$%-./01 &5"#$
L#'+$A#T`0(A4"X J"0-V
@=;++@
G,0)@)&++@
G,0)L$?-#A+@1#$$&1%@
G4"#+:0(/#I4(!#Z%-
K"0*?
G$ ` #(
9 4
7 $ - $ - 4 "
` ( $ % A #
?
` , > + $ / 4 "
9 , $ (
? ` 4 ( A >
K41)4$-%I4%4-#=
1#%A
G>+A#1+ ,4+ 4 /0%F#(+$0%(4A# 0: ;^y.
@ 9 $%! I0'$"# b$( A
-
8/20/2019 Solo Papel No Alcanza ALEMANIA
45/64
!"#$%'%#()*'"$+,$%-./01 3 -(4*'%#()*'"$+,$%-./01 &5"#$
@;. 9,$%! I0'$"# b$(+A!27:
-
8/20/2019 Solo Papel No Alcanza ALEMANIA
46/64
!"#$%'%#()*'"$+,$%-./01 3 -(4*'%#()*'"$+,$%-./01 &5"#$
rG0 :4(X A,# '#+A 0: I0'$"# b$(+A "#4?+ A035G=;0G9W5 =245 65G+s*##a#+ ?#+!A0) %#C+ :0(14A+ $%A0 +14""#( ?#F$/#+. bvxJ6GXA(4?$Z0%4" 1#?$4 '(#A,(#% 4%? A,# +A4(A*) %#C+ ?4("$%-+X A,4AX #4/, C$A, 4 AC$+A. L#""X A,# Z1# ,4+ B%4""> /01# z 4A 35G=;0G9W5 =12E 9G 0; 1;0453 50;84< .{ b0('#+ 3 J*+$%#++W vK9 @X
-
8/20/2019 Solo Papel No Alcanza ALEMANIA
47/64
!"#$%'%#()*'"$+,$%-./01 3 -(4*'%#()*'"$+,$%-./01 &5"#$
-
8/20/2019 Solo Papel No Alcanza ALEMANIA
48/64
!"#$%'%#()*'"$+,$%-./01 3 -(4*'%#()*'"$+,$%-./01 &5"#$
!27:
-
8/20/2019 Solo Papel No Alcanza ALEMANIA
49/64
!"#$%'%#()*'"$+,$%-./01 3 -(4*'%#()*'"$+,$%-./01 &5"#$
900% Audience Growth Within 3 Years
• Launched 1999, now on 4 continents, 11 countries• World’s leading watch media family (WatchTime, Chronos)• Print-centric until 2011, since then multi-platformPhoto: Ebner Media Group
-
8/20/2019 Solo Papel No Alcanza ALEMANIA
50/64
!"#$%'%#()*'"$+,$%-./01 3 -(4*'%#()*'"$+,$%-./01 &5"#$
News Evergreens
-
8/20/2019 Solo Papel No Alcanza ALEMANIA
51/64
!"#$%'%#()*'"$+,$%-./01 3 -(4*'%#()*'"$+,$%-./01 &5"#$
Evergreen Examples
Screenshots: CMI, Curata, Jon Loomer, Mequoda, WatchTime
WatchTime’s Evergreen Content Strategy
-
8/20/2019 Solo Papel No Alcanza ALEMANIA
52/64
!"#$%'%#()*'"$+,$%-./01 3 -(4*'%#()*'"$+,$%-./01 &5"#$
Y75= ]^ %-&*"+/" _ :35275 =53G;02G
Y75= `^ ,"M!()&Y _ 9650X>E a 75G7 7;=9:GY75= b^ Y/$"&-N" _ 6291EZ Q;07
-
8/20/2019 Solo Papel No Alcanza ALEMANIA
53/64
!"#$%'%#()*'"$+,$%-./01 3 -(4*'%#()*'"$+,$%-./01 &5"#$
• Analyze : find at least 2 potential audience groups• Ask : why will they need and how will they use my content
•
Goal : perfectly understand your audience’s world• Result : 100-word description for each persona, assign names
Y75 ] &5V05 286950:5Z :35275 53G;02G
Photos: Ebner Media Group
4 Ebner perso
Y75= `^ P8916 L5E?;36 >2Q9195GZ 9650X>E =;750X21 7;=
-
8/20/2019 Solo Papel No Alcanza ALEMANIA
54/64
!"#$%'%#()*'"$+,$%-./01 3 -(4*'%#()*'"$+,$%-./01 &5"#$
• Research : find keywords (high search volume, low competit• Reconfirm : reconfirm with Google Trends; Adwords sample • Retest : test social posts, analyze share patterns• Ebner websites : up to 7,000 keywords, 300 topics, 20 uber
Y75 P8916 L5E?;36 >2Q9195GZ 9650X>E ;750X21 7;
Illustration: Mequoda.com
Y75= b^ /35275 2 :;07507 =120 206 `cA
-
8/20/2019 Solo Papel No Alcanza ALEMANIA
55/64
!"#$%'%#()*'"$+,$%-./01 3 -(4*'%#()*'"$+,$%-./01 &5"#$
Y75 b /35275 2 :;07507 120 206 cA ;83 G: 56815
Daily Schedule• 1 evergreen per weekday• Publish morning or evening
Monthly & Yearly Plan
• 4 uber topics per month• Strategic focus, seasonal
Photo: Getty Images
Y75= c^ -=6275 5W53E de 62EGZ =3;Q;75 2:3;GG 211 :
-
8/20/2019 Solo Papel No Alcanza ALEMANIA
56/64
!"#$%'%#()*'"$+,$%-./01 3 -(4*'%#()*'"$+,$%-./01 &5"#$
i20823E ̀ e]h [ v)Z1$a# :*"" A#iAX 4?? ),0A0+3F$?#0+
(:7;K53 `e]g [ I$%0( *)?4A#+X ?##) G6v (#F$#C
i81E `e]g [ P?? 10(# A#iA T@
-
8/20/2019 Solo Papel No Alcanza ALEMANIA
57/64
!"#$%'%#()*'"$+,$%-./01 3 -(4*'%#()*'"$+,$%-./01 &5"#$
One evergreen = many amplifiable information units!
• 45-day policy : repost evergreen links every 45 days• Facebook : retarget website users• Pinterest : create evergreen boards• Other networks : post weekly evergreen summaries
; Q Q ;
Y75= g^ '830 ;05 :;07507 907; 08Q53;8G 5W5343550G
-
8/20/2019 Solo Papel No Alcanza ALEMANIA
58/64
!"#$%'%#()*'"$+,$%-./01 3 -(4*'%#()*'"$+,$%-./01 &5"#$
. 3 9 0 7
! 5 K G 9 7 5
+ 5 ? G 1 5 J 5 3
C 2 : 5 K ; ;
L
M ; 8 7 8
K 5
N 9 0 L 5 6 * 0
' ? 9 J 5 3
" j 7 5 3 0 2 1 P 1 ; 4 G
! 9 L 9 = 5 6 9 2
% Q 2 I ; 0 5 P ; ;
L
]\ C-NN .(Y' j j j
;. 6i/#()A+ i i i i i i i i
^. H""*+A(4Z0%+ i i i i i i i i
_. 5#> b4/A+ i i i i i i i i
c. `,0A0+ i i i i i i i
f. P*?$0 i i i i i
E. h$?#0 i i i i i i
g ; ; ; Q ;
Y75= h^ "W5343550G 2G :;0W53G9;0 K1;:LK8G753G
-
8/20/2019 Solo Papel No Alcanza ALEMANIA
59/64
!"#$%'%#()*'"$+ $%- /01 3 -(4*'%#()*'"$+ $%- /01 &5"#$
; ; ;
• Convert: popup, scroll bar or other conversion element• Newsletter : automated updates, daily or weekly
• Ebner : yearly audience growth up to 300% with e-mails
Illustration: Mequoda.com
Evergreen Conversion = Audience Growth + $$$
-
8/20/2019 Solo Papel No Alcanza ALEMANIA
60/64
!"#$%'%#()*'"$+ $%- /01 3 -(4*'%#()*'"$+ $%- /01 &5"#$
/)"%'"
]S %-&*"+/"`S ,"M!()&YbS Y/$"&-N"
/(()&*+%'"
cS -.&%'"fS %H.N*CM
gS )".-).(Y"
/(+[")'7; "AH291
/(+[")'7; .29
Illustration: Ebner Media Group
K011*%$A> j%$A L4A/,#+
-
8/20/2019 Solo Papel No Alcanza ALEMANIA
61/64
!"#$%'%#()*'"$+ $%- /01 3 -(4*'%#()*'"$+ $%- /01 &5"#$
=
@
-
8/20/2019 Solo Papel No Alcanza ALEMANIA
62/64
!"#$%'%#()*'"$+ $%- /01 3 -(4*'%#()*'"$+ $%- /01 &5"#$
=
@
-
8/20/2019 Solo Papel No Alcanza ALEMANIA
63/64
!"#$%'%#()*'"$+ $%- /01 3 -(4*'%#()*'"$+ $%- /01 &5"#$
B53397 ,1590k / (
• !"#$%'%#()*'"$+,$%-./01
• &5"#$%6'%#(
• ,\)+[33?#."$%!#?$%./013
)*'3-#(($A=!"#$%3f;3ucp3;'c
&;Q909L B328k
• -(4*'%#()*'"$+,$%
• &701$%$!8(4*
• ,\)+[33?#."$%!#?$%
?01$%$!-(4*
-
8/20/2019 Solo Papel No Alcanza ALEMANIA
64/64
!"#$%'%#()*'"$+ $% /01 3 (4*'%#()*'"$+ $% /01 &5"#$