How can Hulu.com get nearly 50% higher CPM than broadcast networks?

Here are my three summarized key points from reading “Note on Marketing Strategy” and “Hulu: An Evil Plot to Destroy the World?”
  • Positioning statement for Hulu.com:
    Hulu.com is the premier online aggregator of premium video content among all online aggregates of premium video content because of its innovative service and many users.
    (the positioning statement form p. 4 in Note on Marketing Strategy combined with p. 1 in the Hulu-case)
  • How can Hulu.com in average get an CPM between $40 and $50 (p. 12 Hulu-case) when the major broadcast networks gets an CPM between $15 and $25 (p. 4 Hulu-case)?
    With their allowance for advertisers to “target specific genres, demographic groups, geographies, day-parts, or behavior to ‘increase relevancy to users and increase effeciency for advertisers’” (p. 12 Hulu-case) they where able to move classic tv-advertising to a more direct form. It isn’t as targeted as a direct mail would be, but they are moving towards it (p. 12, Note on Marketing Strategy).
  • The last thing I want to mention is how Hulu.com kept aware of their Life Cycle Management (as explained on p. 8, Note on Marketing Strategy). I can’t tell if they have made the right decision to prevent a loss to an upcoming competitor-TV Everywhere, but they reacted. And we are still waiting for TV Everywhere introductions to the market though they have talked about it for nearly two years.

Zinio is down

zinio.com
Zinio's homepage hasn't worked all weekend. Just the time where people has time to read magazines.

In 2005 the digital magazine provider Zinio partnered with a Spanish franchiser, AccesoGroup, to open op for a new market in Europe.

Zinio Spain was the first digital magazine provider in the country, and it gave them a lot of upsides and downsides.

At the time the digital magazines was winning land in the consumptions of magazines, but reading the case today already feels oldschool. Since has among other products the iPad arrived and seems to beat the success out of magazine providers on desktops.

And they said it themselves:

– If you want to look at the whole ecosystem of Zinio, you could ask, ‘should we try and partner with a hardware manufacturer to build a reader?’ The industry predicts that Apple will release an iPod with a larger screen very shortly and Sony already has a hardware screen on the market. Or what about partnering with a printer? Or maybe a software developer? Microsoft has recently announced a partnership with the New York Times for a reader to be bundled with the new Windows Vista system, said Suárez spearhead of Zinio Spain.

Things happen within five years.

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