A presentation I gave to Modern Healthcare staff.

1. How Digital News is Consumed
Gonzo Schexnayder

2. F-Shaped Reading Pattern
"F for fast. That's how
users read your
precious content. In a
few seconds, their eyes
move at amazing
speeds across your
website’s words in a
pattern that's very
different from what
you learned in school."
- Jakob Nielsen,
Nielsen Norman Group

3. F-Shaped Newsletters, Too
"...users are extremely fast at both
processing their inboxes and
reading newsletters: the average
time allocated to a newsletter after
opening it was only 51 seconds.
"Reading" is not even the right
word, since participants fully read
only 19% of newsletters. The
predominant user behavior was
scanning. Often, users didn't even
scan the entire newsletter: 35% of
the time, participants only skimmed
a small part of the newsletter or
glanced at the content."
- Jakon Nielsen

4. MH is Designed for this Behavior
Screenshot of home page and
article showing layout.

5. "The Scent of Information"
"...beyond the user’s explicit
target content, we never see
them show any interest in the
other available content on the
site...users are always on
specific missions when they
come to sites."
- Jarod Spool, User Interface
Engineering (UIE)

6. How Much Time Do They Give Us?
"...about 25
seconds, plus an
additional 4.4
seconds per 100
words...on an
average visit,
users read half
the information
only on those
pages with 111
words or less."
- Jakob Nielsen

7. Scent-Rich Assistance
● Keyword-Rich
Headlines
● The Lead
● Article Tags
● Related Content
Boxes
● Related Articles
● Subheads
● Bulleted Lists
● Images
● Graphs & Charts
● Buttons
● Underlined Links
And, of course...
● Relevant
Advertising

8. Why Do We Read So Little?

9. Multiple Screens Only Increasing
"One study, by the
University of Utah,
found that productivity
among people working
on editing tasks was
higher with two
monitors than with one."
"The study was financed
"...toggling time among
with about $50,000 from
windows on a single screen...
NEC Display."
can save about 10 seconds for
every five minutes of work."

10. If It's Not Tied to a Desk, It's Mobile
"8.5 percent of internet visits came from mobile devices in
2011" - StatCounter
Two points: (1) Doubled in 2011; (2) Doesn't count tablets.
Mobile vs. toothbrushes and world population

11. Mobile by Apple and Android
Smartphones:
Apple 47.3%
Android 29.6%
Smartphones:
7 years = 40
million
Tablets:
2 years = 40 million
- Comscore

12. Apple Rules Tablets
"Apple will
command 73.4%
of the "media
tablet" market
this year,
shipping nearly
47m devices, up
from 14.6m in
2010."
"Tablet computers will see an explosion in sales over the
next four years, selling 60% as many units as PCs by 2015 –
and Apple's iPad will still have almost half the market by
then." - Gartner Group

13. 1/3 of U.S. own Tablet or e-Reader
Own Tablet:
Dec. '11: 10%
Jan. '12: 19%
Own e-Reader:
Dec. '11: 10%
Jan. '12: 19%
Own One: 29%
- Pew Research Center

14. Tablet Owners Read News
"About 11% of American
adults now own a tablet,
according to recent data
from Pew's Project For
Excellence in Journalism. A
large majority (77%) of those
tablet owners use them every
day and more than half
consume news content from
the devices."
- Pew Research Center, April
2011

15. Tablet Owners Read in the Browser
"About 11% of American adults now own a tablet,
according to recent data from Pew's Project For
Excellence in Journalism. A large majority (77%) of those
tablet owners use them every day and more than half
consume news content from the devices."
- Pew Research Center, April 2011

16. Tablet Owners Read Brands
"People turn to a fairly narrow range of sources on their
tablets -- sources that tend to be well-known national
brands."
- Pew Research Center, April 2011

17. MH was on the iPad from Day One
This is a screenshot of
ModernHealthcare.com
in the Safari Browser on
an iPad.
You don't have to
download it from
iTunes, it uses the same
id and password, and it
works.

18. MH Magazine on Every OS
PressReader
uses same ID
and password
as website.
iOS and Android
apps in 2nd QTR
2012

19. MH is on Every Kindle
Kindle
Kindle Touch
Kindle Fire
Kindle Keyboard
Kindle DX
Kindle (2nd Generation)
Kindle (1st Generation)
Kindle for iPad (v.2.9+)
Kindle for iPhone (v.2.8+)
Kindle for Android

20. Why Advertising on MH Matters
Context and relevance
are important to
consumers. Advertising
that has context and
relevance is welcomed.
Modern Healthcare gives
advertising from the
Healthcare Business both
context and relevance.
"...if advertising went away, many subjects were unable to describe what
could replace the function of advertising in their lives."
"..attracted to offers that were relevant to his life and interests. Others in
the study also gave into advertising that had direct meaning to their lives."
"A New Model of Communication," Associated Press, 2009

21. Targeting is King
The whole C-Suite makes
decisions now, not just the
CEO, CFO or CIO.
If you're selling to the
whole C-suite, you need to
be able to reach all of the
C-suite with your message.
Modern Healthcare targets the whole C-suite.
And we can hyper-target, too. :)

22. Modern Healthcare is Everywhere Our
Readers Need Us to Be
● Print ● Kindle
● Web ● PDF
● Mobile ● Email
(SmartPhone) ● LinkedIn
● Mobile ● Facebook
(Blackberry) ● Twitter
● Tablets ● RSS
ModernHealthcare.com/Everywhere

23. Read More About It
Jakob Nielsen, "The grandfather of usability"
http://www.useit.com
Nielsen Norman Group
www.nngroup.com/
Jared Spool
www.uie.com
Pew Research Center's Project for Excellence in Journalism
"The Tablet Revolution"
www.journalism.org/analysis_report/tablet
Pew Internet Research
www.pewinternet.org/Reports/2012/E-readers-and-tablets.aspx
ComScore: 2012 U.S. Digital Future in Focus
www.comscore.com/2012USDigitalFutureInFocus
"Digital Omnivores: How Tablets, Smartphones and
Connected Devices are Changing U.S. Digital Media Consumption Habits"
comScore, October 2011

24. Read More About It
"Tablet and E-book reader Ownership Nearly Double Over the Holiday Gift-Giving Period"
- Pew Research Center, January 23, 2012
"Google, Amazon, Apple, And Facebook: What eBusiness Executives Need To Know"
by Sucharita Mulpuru, Forrester, February 7, 2012
"iPad to dominate tablet sales until 2015 as growth explodes, says Gartner"
- Charles Arthur, The Guardian, September 22, 2011
"A New Model for News: Studying the Deep Structure of Young-Adult News Consumption"
Associated Press, 2008
"A New Model for Communication: Studying the Deep Structure of Advertising and News
Consumption"
Associated Press, 2009

25. Additional Information

26. MH Competes Even with Paywall
Our major competitors have wide open sites. They don't know who visits
their sites, they don't require registration, they don't care if you're a PPC
sweatshop in Bengaldesh. Most of our content requires a website registration
or a paid subscription, yet we beat and compete our competition on traffic
every month, month after month.

27. Newsletters Make it Easy
All MH newsletters use links
that give readers immediate
access to the news, but
preserve the paywall. Why?
● Readers get the news
they need now.
● Advertisers get engaged
readers.
● MH articles are more
social network-friendly
● MH knows our readers,
who want our news
enough to give us their
valuable information.
http://www.modernhealthcare.com/article/20120217/NEWS/302179955?AllowView=VW8xUmo5Q21TcW...

28. GAAF Rules the Future
● Nearly half of web shoppers start their online research process on
either Amazon or a search engine like Google. Search engines (namely
Google) are the first place that consumers researching financial
services products go to.
● Forty-seven percent of the world’s Internet traffic visits Google daily,
and 43% do the same on Facebook.
● Twenty-one percent of iPhone owners and 49% of iPad owners
purchase physical products on these Apple devices.
● Forty-seven percent of online shoppers agree that social media (e.g.,
Facebook) posts by friends including “likes” by friends are helpful to
discover new brands, trends, or retailers.