Months to Moments Strategy

and Plans for Future Growth

Duncan Edwards, President and CEO
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Perhaps the most exciting time

ever to be in the content business.

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A global, digital and mobile,

content business delivering
large-scale audiences around
well-defined media brands

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But the old business models for

global publishers have to change.

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We will need new business models in print

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Consumer demand is the only

common and comparable currency.

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We will need to adopt measurement

tools that truly reflect our scale

Print +
Digital
Editions

Websites
(Desktop/
laptop/
mobile)

Video

Social
Media

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Followers on social media are part of

our audience

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Almost 1 billion young women will have

a smartphone in the next 5 years.
940M women 18 34, globally

25%
global
smartphone
penetration
100

about 750 million if the rest of the world

looked like US 18 29
(about 90% of Americans 18 29 had a
smartphone in 2015)
200

Source: eMarketer, April 2015 andbGfK MRI Spring 2015

300

400

500

600

700

800

900

1,000

http://www.pewinternet.org/fact-sheets/mobile-technology-fact-sheet/

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This unstoppable urge to check the phone

forces all media organizations to embrace
a high-velocity, news-driven future.

150x

The average smartphone consumer checks his/her phone

per day

Source: Kleiner Perkins Caufield & Byerss annual Internet Trends Report

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A new group of publishers is

embracing a global media opportunity.

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Common traits in next-generation platforms

Mobile focus
High-velocity original content
Global platform
Native ads
Agency services
Owned & third-party distribution

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But building a brand voice takes time

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Traditional publishers have every right to play

and to succeed.
Brands loved by consumers and advertisers
Global footprint of creators and sellers
Profitability and access to capital
Clear and differentiated voice in a cluttered world

But have to change to do so

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Months to Moments

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Christmas in July

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2005:

Evergreen
content
optimized
for search

2015:

High-frequency,
newsy content
optimized
for social

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We started by rethinking U.S. Cosmo

TOTAL UNIQUE VISITORS (UVs)

37M

40M

34M

PLATFORM
RELAUNCH

30M

UVs

UVs

20M

10M

0M

APR-14

JUL-14

OCT-14

JAN-15

APR-15

JUL-15

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Moved aggressively across portfolio in the USA

18 1.9M
SITES

PAGES

80

TEMPLATE
TO

Structural and cultural impediments

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Structural and cultural impedimentseliminated

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Technology, product, content,

advertising and distribution
are inseparable
We need to be in control of
the whole experience.
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ONE

Technology Platform
Product Team
Set of Templates
Set of Ad Products

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Content belongs to Hearst

not one title or one country.

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20% of digital content is shared across magazine sites

COSMO
U.K.

60k Pvs

COSMO
U.S.

COSMO
Philippines
1.7MM Pvs

1.6MM Pvs

COSMO
Australia
48k Pvs

A central news
team drives
responsiveness
and efficiency
Created centrally;
published on
Country Living,
Esquire, Good
UNIQUES
Housekeeping
and Womans Day

6.4M

Great new tools for editors

In print we are clearly one brand

But in digital, our efforts have been fragmented

Global approach to product and user experience

COSMO
U.S.

COSMO
U.K.

COSMO
IT

COSMO
NL

Sugar
Scape

Prima
U.K.

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Applying U.S. strategy to international markets

2015

2014

JULY 2014
Cosmo U.S.
migrates to
MediaOS
Cosmo U.S.
begins content
RSS feed

AUG 2014
Cosmo U.K.
migrates to
MediaOS
Cosmo U.K.
begins content
RSS feed

OCT 2014
Cosmo AUS
begins content
RSS feed

NOV 2014
Cosmo IT
migrates to
MediaOS
Cosmo IT
begins content
RSS feed

DEC 2014
Cosmo
Nigeria
launches

JAN 2015
Cosmo NL
migrates to
MediaOS
Global
newsroom for
all brands

2016

MARCH 2015
Launched
Cosmos in
Denmark,
Norway and
Sweden

JUNE 2015
Added RSS
feed for
Cosmo FR;
Prima (UK)
migrated to
MediaOS

JULY 2015
Added RSS
feed for
ELLE
Canada

SEPT 2015
Cosmo India
launches on
Media OS
platform

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A further 22 sites will migrate to the

MediaOS platform in 2015
including Cosmo India, Cosmo Japan,
Cosmo Taiwan and Digital Spy.

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Global approach to content

Hearst Global Content Generator:
More than 20 feeds for Cosmopolitan, ELLE, Harpers BAZAAR, Esquire
More than 255 stories available every day
24-hour newsroom
Single-source coverage for major stories
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The network has huge reach

#BAZAARICONS > 140MM on Instagram
50+ Hearst sites & 36 countries
> 2bn media impressions
Great press & happy sponsors

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We distribute our content wherever we can create

audiences and sell advertising
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Odnoklassniki
Renren
Instagram
Facebook
Snapchat
Our
Pinterest
YouTube
WeChat
Youku
Apple
Line
sites

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Cosmo has found

a huge new audience here
Daily publishing regimen inside
Snapchat platform
Limited to 11 media brands today
Top-tier performer with 3.2M views each day
UK & USA geo-managed access

Snapchat

Todays international model does not require a local partner

COSMO
Nigeria

COSMO
Norway

COSMO
Sweden

COSMO
Denmark
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Hearst
Magazines
Internationals
digital
footprint
is rapidly
expanding

MONTHLY UVs
U.S. UV

350M

International UV

329M

300M
250M

215M
200M
150M
100M

111M

130M

74M

50M
0M
2011

2012

2013

2014

2015

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Cosmos
global
footprint
is rapidly
expanding

MONTHLY UVs
70M

Cosmo U.S.

69M

Cosmo International

60M
50M

48M

40M

27M

30M
20M

15M

19M

10M
0M
2011

2012

2013

2014

2015

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Cosmo Netherlands shows what is possible!

NETHERLANDS COSMO UNIQUE USERS (MILLIONS), JAN 2014 APRIL 2015
3.0

3M

3.0

2.0

April 2015
1.3

0.9
0.7

0.7
0.5

0.2

JAN-14

0.2

FEB-14

0.2

MAR-14

0.2

APR-14

0.6

0.9

0.6

0.3

MAY-14

JUN-14

JUL-14

AUG-14

SEP-14

OCT-14

NOV-14

DEC-14

JAN-15

FEB-15

MAR-15

APR-15

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The future is bright

Perhaps the most exciting time
ever to be in the content business
the rest is up to us!
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