World Association of News Publishers


Recipe for success

Recipe for success

Article ID:

13247

Jeongdo Hong, the Chief Strategy Officer of the JoongAng Media Network in Korea, has a 'secret recipe' for publishing success.

Jeongdo Hong

"You need to do three things well – a good system, good competitive content, and a great staff," he says in a case study of the group's multimedia strategy.

That strategy involves three different aspects: a format change, a new strategy for new devices, and the creation of a multimanagement system.

It might seem archaic to talk about format change, but JoongAng's change was far more than just format. The exercise two years ago resulted in a content change to increase reader engagement, a new system of fact checking and strengthening its code of ethics, new specialized sections, a new lively writing style, and more.

When creating a new strategy for new devices, it's important to first determine where you're headed, he says. "Before going into a new device platform, no matter what it is, we have to know, what are we running for? What's the business model for the new device world?"

What JoongAng decided to do was the change the content – most content is not shared with print. "This is a trial version. We don't really promote these apps to the market," he says. "We figured out there is no business model out there yet."

Some of the lessons learned:

- conduct research to convince advertisers to maintain rates in the new format.
- buy second hand presses rather than new ones.
- questioning both readers and staff about what they want is essential.

Author

Larry Kilman's picture

Larry Kilman

Date

2011-04-28 08:21

Author information

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