AWS Publishing

AWS Publishing:

Publishing – the art of possible

1st Oct 2020

Across content creation and acquisition, supply chain and content management, publishing/distribution and data analytics and monetisation

Customer experience and engagement Monetisation and profitability

Personalisation Customer experience and Ubiquitous engagement connectivity Operational agility and Content excellence consumption “on the go”

© 2020, Amazon Web Services, Inc. or its Affiliates. All rights reserved. Amazon Trademark I think it’s mission-critical that we “ continue to up our game as a digital product and technology company Meredith Kopit Levien, “ the upcoming CEO of the NYT

Challenges Solution Benefits Headquarters: Switzerland, presence across Central and Eastern Europe (CEE) • The publishing industry is changing • RAS is migrating their ‘private cloud’ • By using market standard solutions rapidly, and Ringier Axel Springer of applications constituting 80% of from AWS, Ring Publishing digital (RAS) management wanted to be the company business to the AWS publishing platform is more reliable, Website: able to innovate and deliver products cloud. These applications are being accessible & attractive to clients https://www.ringieraxelspringer.com/ faster re-platformed with some architecture redesign enabling RAS • The migration allowed RAS to free resources from infrastructure • Management realized their private to realize cost benefit right after About RAS investments, tap into new fields of cloud can’t compete with services migration to the cloud development and focus on critical offered by public cloud and wanted Ringier Axel Springer (RAS) is a leading topics like AI/ML to refocus their developers to create • The migration has started in digital media company in CEE, a joint venture digital products that drive the September 2018 and will take 3 between Swiss Ringier AG and German Axel • Media brands of RAS were able to company revenue years to complete Springer SE, created in order to combine develop new features and stay their international operations in CEE. flexible, even during the migration process and during COVID-19 crisis RAS manages an extensive portfolio of more than 200 digital and print products in the expanding markets of Poland, Hungary, Media today is not only a media game, it is a tech game and unless Slovakia, Serbia, Estonia, Lithuania and “ Latvia. Additionally, RAS has many on-line you are really very familiar with the big trends like AI, ML, you will not services VOD, classifieds, news, price get the potential you need in order to make your business successful in comparison, e-commerce, and more. the future. We went with AWS “all-in” and plan to migrate all our Ring Publishing is an all-in-one digital content services and big data stack to the AWS environment within 3 publishing platform, helping media brands years and already in the first 9 months we see significant progress. ” face challenges of the digital era. Mark Dekan, CEO © 2020, Amazon Web Services, Inc. or its Affiliates. All rights reserved. Amazon Trademark https://www.youtube.com/watch?v=dbKdFB59YWE

Business Drivers How AWS Helps

1 Monetization Customer Data Platform Acquisition and retention of Digital Engagement tools subscribers/readers Personalisation New product launches ML/AI

2 Optimization AI/ML Cost optimization Outsourcing mundane activities Editorial optimization Automation

IT migration Content creation

Content distribution, delivery and Analytics management

AI/ML AI/ML (outsourcing (text to speech) mundane activities)

Digital Engagement Digital Innovation /Personalisation

Understanding the reader: personalisation 1 and recommendation

Innovation with AI/ML: Outsourcing 2 mundane activities

3 Innovation with AI/ML: Optimisation

© 2020, Amazon Web Services, Inc. or its Affiliates. All rights reserved. Amazon Trademark Understanding every reader is needed in order to deliver unique experience Today publishers collect data from …

BILLIONS OF DEVICES BILLIONS OF BILLIONS OF EVENTS RELATIONSHIPS THAT SIGNAL INTENT

Customers use multiple devices, Consumers view billions of web Customer generate signals of intent such as browsers using anonymous / PII pages and apps, and generate search queries, product page views, ad clicks, identifiers to interact with products, billions of events across devices purchases, and loyalty program enrollment content and ads

A Unified, 360-degree View Of The Customer

MOBILE DEVICE INTERESTS Persistent Ids across devices and channels IDs

HASHED CRM IDs PREFERENCES Audience building and segmentation

Cross-device frequency capping COOKIE IDs PURCHASE HISTORY

HASHED EMAIL CUSTOMER LIFETIME Analyze customer journey ADDRESSES VALUE

Confirm purchase Respond to social media, customer subscription, podcast Analyze user behavior reviews, support transcripts, and across channels other conversations

Breaking news alerts Personalized notifications Articles / sports results based on profile preference recommendations New content alert of content Login/password

Identify likely churners Content and trigger responses recommendations Convert free users to subscribers

Single view of channel engagement

• Needed to develop a platform that • Hearst has partnered with AWS and • Fast insights - With the clickstream Website: analyzed real-time clickstream Built a clickstream analytics analytics platform, Hearst can make events such as readership platform that transmits and the entire data stream – from website statistics, impressions, and page processes more than 30 terabytes of click to aggregated data - available to https://www.hearst.com/ views for more than 300 global clickstream data a day, streamed editors in minutes websites and apps. In addition, the from more than 300 Hearst websites • Increased content recirculation - with About Hearst publisher wanted to monetise the worldwide the ability to get content metrics text-to-speech feature quickly, Hearst editors have increased Hearst Corporation, headquartered in • Amazon Kinesis Firehose the recirculation of trending content New York City, is one of the largest by more than 25 percent automatically moves buffered data media and information companies in from Amazon Kinesis Data Streams • Reduced complexity the world. into persistent storage on Amazon • Simplified data analysis Simple Storage Service (Amazon S3) Some of the newspapers and magazines owned by them include Elle, Marie Claire, Cosmopolitan or San Francisco Chronicle. I don't know how we could have made our clickstream data pipeline work without Amazon Kinesis services “ Peter Jaffe, Data Scientist”

Challenges Solution Benefits Website: https://www.theglobeandmail.com/

• The Globe and Mail was planning to • Personalized search engine was built • AWS offered an efficient solution with launch a new application that enables by AWS’s partner, Clear Scale The Globe being able to get the About The Globe and Mail its growing online readership to service to the market in just three access stories and breaking news • The recommendation months The Globe and Mail is Canada’s from mobile devices. And to system uses several most read newspaper with a increase reader engagement, it AWS services, i.e. AWS Kinesis, • The solution was flexible and allowed national weekly digital wanted to serve up targeted AWS Dynamo DB, Amazon EMR the Globe to improve its mobile readership of 4.7 million. articles based on each reader’s app over time individual interests. • The customer also uses Amazon S3, Amazon EC2 • AWS helped to dramatically In print for 170 years, the Amazon SQS and increased reader engagement—with newspaper delivers coverage Amazon CloudWatch offering readers relevant content of national, international, business, technology, arts, entertainment, and lifestyle news.

As we work to improve the reader experience, AWS and ClearScale are “helping us get there both quickly and cost-effectively. —Mike O'Neill, Director of Data Science,” The Globe and Mail

Challenges Solution Benefits

• Daily Voice team was looking for a • In addition to AWS services used for • Daily Voice typically sends around Headquarters: USA scalable infrastructure that could optimizing and automating its 200,000 emails a day through support its ambitions for growth environment (e.g. Amazon S3, Amazon SES to its opt-in readers Website: https://dailyvoice.com/ and decided to go with AWS Amazon EC2, Amazon CloudFront), the customer decided to deploy • Daily Voice traffic patterns are now strongly tied to their daily • Additionally, the customer was also Amazon Simple Email Service email, a digest of the most looking for ways of effectively (Amazon SES) on a daily basis About Daily Voice popular stories that exist in that engaging its digital readers and optimising the distribution of its reader’s town Daily Voice, is an American daily newsletter community journalism company specializing in hyperlocal media, that is based in Norwalk, Connecticut, and currently operates a significant number of town-based news web sites in Westchester County, Dutchess AWS was and is widely recognized as the market leader, and we County, Putnam County, Rockland recognized all these extra tools AWS provides that make administration County in New York; Bergen County, Passaic County in New Jersey; and “ so much easier. That’s definitely been proven out in the time we’ve been Fairfield County, Connecticut. working with AWS. Currently, Daily Voice covers news in Within the last year, our traffic has grown about 40 percent, and we’ve 43 different cities across three counties, brings readers the news easily been able to scale up. they need about communities they It’s not something we really think about, it’s so simple. love — Travis Hardman, CTO

Automated content creation

Articles Automated social Audio recommendations media distribution

Unlocking archives Content moderation

Aiding reporting

Content monetisation strategies

Challenges Solution Benefits Headquarters: Denmark

• Aller Group recognized that • Aller, who have several mission • Photo-tagging was successful and has led to Employees: 2.2K in order to increase reuse or sell their critical applications hosted on AWS, a reduction in tagging costs from € 3.85 per photo inventory, they had to decided to use AWS Rekognition image to € 0.12 per image Website: www.aller.dk significantly improve tagging of the for images tagging (i.e. person photos detection, scene and activity • The new solution runs 24/7 and allows for keywords, etc.) continuous improvements and multi-lingual • The customer was looking for a quick tagging and cost-efficient way to auto-tag 13 • AWS Comprehend was used for About Aller million photos that they have in their user comments (sentiment) and • Aller was also able to easily experiment with current inventory Reuters Open Calais was used for different thresholds for facial comparison articles (keywords, concepts) Aller Group is the leading magazine • Manual work would require • The customer has since decided to also publisher in the Nordic countries, approximately 44 FTE to fulfil the task extend the tagging to their video inventory headquartered in Copenhagen, Denmark. It publishes among other Elle, Cafe, Familie Journalen, Femina, Allers and Se og Hør.

Using AWS Rekognition completely changed the way we see how Today, Aller is the leading publisher of magazines and newspapers in the Machine Learning can be implemented. The speed with which the PoC ran Nordic Region with a weekly “and the low costs associated with the overall solution has led us to circulation of 3.2 million copies. reconsider several other projects that earlier had been seen as unrealistic. - Thomas Culmsee” Business Relationship Manager and Head of Editorial Production ©© 2020, 2020, Amazon Amazon Web Web Services, Services, Inc. Inc. or or its its Affiliates. Affiliates. All All rights rights reserved. reserved. Amazon Trademark 2 Improving auto-tagging with unsupervised, self-learning algorithm

Challenges Solution Benefits Headquarters: Denmark

• Aller Group has been using AWS • Aller has partnered with Keycore, • The system has processed 5M images so far (Jul Rekognition and AWS AWS’s partner to build metadata 2020) and has tagged 10M faces, 3M of which Employees: 2.2K Comprehend for the photo generator system for Woodwing Elvis was discarded by the AI due to poor quality or tagging of their library since (can easily be expanded to other REST position/size in the image Website: www.aller.dk 2019 and has auto-tagged 5M interfaces) photos in their current inventory • The customer achieved improved tagging: With • The solution was built on top of AWS the solution, the number of images where the • The customer wanted to further Rekognition as an unsupervised, self- Crown Prince was tagged increased innovate and decouple face learning, face clustering algorithm approximately 1000% picking up images About Aller detection and face clustering to using a serverless (and massively previously missed where the Crown Prince is eliminate false positives using parallel) version of DBScan with other people. Aller Group is the leading magazine other parts of Rekognition • It also works with video and identifies • In addition, the solution resulted in cost and publisher in the Nordic countries, persons created via images time savings due to automation of the entire headquartered in Copenhagen, process Denmark. It publishes among other Elle, Cafe, Familie Journalen, Femina, Allers and Se og Hør.

Today, Aller is the leading publisher Using AWS Rekognition completely changed the way we see how of magazines and newspapers in the Machine Learning can be implemented. The speed with which the PoC ran Nordic Region with a weekly and the low costs associated with the overall solution has led us to circulation of 3.2 million copies. “ reconsider several other projects that earlier had been seen as unrealistic. - Thomas Culmsee Business Relationship Manager and Head of Editorial Production” ©© 2020, 2020, Amazon Amazon Web Web Services, Services, Inc. Inc. or or its its Affiliates. Affiliates. All All rights rights reserved. reserved. Amazon Trademark 3 Mobility (smartphones & 5G) transformation: AI-powered News App Challenges Solution Benefits

• Editorji required a cloud • To accommodate spikes in traffic, Editorji • Scales to accommodate 300% rise in architecture that is fault- uses Elastic Load Balancing application traffic tolerant and can scale rapidly Headquarters: India to accommodate traffic • The customer also relies on Amazon Polly • Saves manpower, as infrastructure is spikes on the app and which to voice its graphics-based videos and managed by 1 person Website: enable smooth beta launch of Amazon Comprehend for entity extraction http://www.editorji.com • Automates tasks often performed by the app in Oct 2018 and tagging in the cloud people, through AI and ML • Additionally, it also uses Amazon Elastic Transcoder to convert media files from • Enables expansion to new About Editorji geographies their source format into versions that will Editorji is an AI-powered platform play back on mobile devices for the curation and distribution of video news. Founded in Delhi by Vikram Chandra, Editorji curates news clips to users’ taste, making it possible to stream clips on demand. Audio and text We strongly feel that when it comes to cloud computing, formats are also available. “ AWS is miles ahead of competitors. — Biswajit Borkataky Head of Operations and Platform Relationships, Editorji

© 2020,© 2020, Amazon Amazon Web WebServices, Services, Inc. or Inc.its Affiliates. or its Affiliates. All rights All reserved. rights Amazonreserved. Trademark Amazon Confidential and Trademark. ” 3 Predicting revenue: ML leveraged to Determine which stories go behind paywall Challenges Solution Benefits Headquarters: Australia

• News Corp Australia for digital • The customer decided to use • The solution helps the customer Website: content, they have to determine TensorFlow on Amazon SageMaker to determine which news stories live https://www.newscorpaustralia.com/ which articles reside inside of a predict the number of incremental behind a pay wall paywall, and which are publicly subscriptions a news story will available generate • NewCorp is working on deploying the About News Corp Australia model in production and expects the model will enable editorial content • The customer wanted to deploy a producers to optimize the headline solution to help make its decisions copy, the section where a story is News Corp Australia is Australia’s around which article should go placed, and other factors to maximize number one media company, behind the paywall net new subscriptions generated for distributing news and information the business across a suite of digital and traditional print products.

News Corp Australia owns approximately 142 daily, Sunday, weekly, bi-weekly and tri-weekly newspapers, of which 102 are suburban publications (including 16 in which News Corp Australia has a 50% interest).

© 2020, Amazon Web Services, Inc. or its Affiliates. All rights reserved. Amazon Trademark © 2020, Amazon Web Services, Inc. or its Affiliates. All rights reserved. Amazon Trademark 3 Speed&efficiency: Using ML for matching images with news Challenges Solution Benefits Headquarters: United Kingdom • NewsUK needed to increase the • The customer used Amazon • The customer is automatically able search granularity and speed of Rekognition’s pre-trained machine to categorize newly arriving image Website: finding a suitable image for a News learning models via API's (labels, files, saving on cost and time https://www.news.co.uk/ story by using a more efficient text, faces, celebrities, content content categorization and content moderation) to automatically • News UK was able to create rich search analyze the existing images in their metadata for images in their content content hub hub. This increases the speed and About News UK accuracy of identifying imagery for a • This created new, rich metadata that given news story. News UK is a British newspaper contains detailed attributes about publisher, and a wholly owned the discovered visual content. subsidiary of the American mass media conglomerate News Corp.

It is the current publisher of The Times, The Sunday Times and The Sun newspapers; its former publications include the Today, News of the World and The London Paper newspapers.

© 2020, Amazon Web Services, Inc. or its Affiliates. All rights reserved. Amazon Trademark © 2020, Amazon Web Services, Inc. or its Affiliates. All rights reserved. Amazon Trademark 3 Aiding journalists: ML is helping journalists with reporting Headquarters: USA Challenges Solution Benefits Website: https://www.washingtonpost.com/ • The Washington Post wanted to • The customer decided to use • Amazon Textract reveals more data improve the work of their journalists Amazon Textract in order to equip from documents, more accurately, by providing them with tools to their journalists with machine aiding their journalists in their break news faster learning data extraction capabilities, reporting About Washington Post enabling them to study records of • Machine learning for document • In order to break news, their public interest faster and to break is now a critical tool The Washington Post is an American reporters need not just the words but news based on insights from the understanding for The Washington Post to study daily newspaper published in also the structured data that is found words and structured data of records of public interest Washington, D.C. It is the most in newsworthy documents newsworthy documents widely circulated newspaper within the Washington metropolitan area. Daily broadsheet editions are printed for the District of Columbia, Maryland, and Virginia. The newspaper has won 69 Pulitzer Prizes.

Challenges Solution Benefits

• The Globe and Mail has explored • Amazon Polly mimic the workings of • Launched Audio Now where readers Headquarters: Canada ways new technology could expand the human brain using Machine can listen to most of the content in a access and engagement of their Learning to build Neural-to-Text-to- realistic newscaster voice journalism to audiences Speech systems (NTTS) Website: www.theglobeandmail.com • Built using Amazon Polly Newscaster • The systems generate sounds, then improves by listening to recorded • Available in English, French, and natural speech and imitating it Mandarin in male and female voices About Global and Mail • Allows the Globe and Mail to meet their readers, and listeners, wherever The Globe and Mail is a Canadian they are newspaper with print and digital versions reaching over 6M readers every week.

The Globe and Mail has won more Amazon Polly Newscaster enables us to provide our readers with more national newspaper awards than any features to further their experience with our newspaper. This text-to-voice other news organization in Canada. “feature from AWS is miles ahead of anything we’ve heard to date. — Greg Doufas Chief Technical and Digital Officer

Industry: Publishing Challenges Solution Benefits Headquarters: London

• Pearson is rapidly transforming • Migration of strategic • Creation of audio versions of Employees: 32K their business from a print book applications to AWS textbooks at 1/10 the cost of paid business to a digital courseware, voice actors Amazon Polly for text-to- Website: www.pearson.com content and assessments • speech translation of a broad Ability to immediately update business • portfolio of books audio textbooks each time editions • Pearson needed a technology are changed or an edit About Pearson partner to deliver a greater pace of innovation Pearson provides education content and assessment, powered by services and technology, to enable effective teaching and personalized learning across 70 countries.

©© 2020, 2020, Amazon Amazon Web Web Services, Services, Inc. Inc. or or its its Affiliates. Affiliates. All All rights rights reserved. reserved. Amazon Trademark © 2020, Amazon Web Services, Inc. or its Affiliates. All rights reserved. 3 Monetization of text-to-speech feature Headquarters: USA Challenges Solution Benefits Website: https://www.mcclatchy.com/ • McClatchy needed a solution to • McClatchy partnered with AWS and • Prior to the newsrooms-wide create audio versions of its articles AWS’s partner, Trinity Audio, to launch, the AI-powered feature was generate audio versions of news tested by the Sacramento Bee and • In addition, the publisher wanted to articles within a matter of seconds the News & Observer in Raleigh for About McClatchy monetise the text-to-speech feature three months; each observed an • The Trinity Audio technology also increase in user engagement online. McClatchy is and American publisher inserts advertising, resulting in a new Time spent on each site increased that operates 29 daily newspapers in revenue-generating stream by 168%, story page views went up 89% and visits per user fourteen states and has an average increased by 95%. weekday circulation of 1.6 million and Sunday circulation of 2.4 million.

In addition to its daily newspapers, McClatchy also operates several At a time when consumption of digital audio is stronger than ever, websites and community papers, as well as a news agency, McClatchyDC, we’re excited to roll out this new audio feature to our customers to focused on political news from “ enhance their news experience and give them the ability to listen to Washington, D.C local journalism where and when they want it. - Jessica Gilbert, Senior Director of Product and Experience ” © 2020, Amazon Web Services, Inc. or its Affiliates. All rights reserved. Amazon Trademark 3 Polly leveraged for a book launch campaign Challenges Solution Benefits

• To support the release of Dan • Using Amazon Polly and its video • The video was shared widely under Brown’s new novel, Origin, platform, the customer created the the hashtag #DanBrownOrigin and Doubleday, a division of Penguin original experience. After voting on a helped create a real buzz for the Headquarters: United Kingdom Random House, asked BeeLiked to book cover, fans are transported to book launch develop a digital campaign that their own private book signing where Website: would appeal to Dan’s large social Brian, Amazon Polly’s British • The customer was impressed with https://www.beeliked.com/ media fan base English male voice, welcomes them Amazon Polly as a marketing tool, by name into Dan’s workspace with got a lot of positive feedback from • The use of the voice was important the following words: users, and used it for another because the customer wanted to campaign About BeeLiked emulate the novel, which includes a ‘Welcome {first_name}, we’ve been BeeLiked is a digital marketing personal assistant with a British looking forward to your visit’’ platform offering a wide range accent. of campaigns to help brands engage with their existing audiences and reach new customers through the viral and We chose Amazon Polly due to the ease of integration, the social nature of the contests and “speed at which the voice file can be created, and the games. quality of the voices available.

— Damian Dutton ” CEO and Founder, BeeLiked

© 2020,© 2020, Amazon Amazon Web WebServices, Services, Inc. or Inc.its Affiliates. or its Affiliates. All rights All reserved. rights Amazonreserved. Trademark Amazon Confidential and Trademark. Digital Innovation: AI-powered graph database helps users visualize connections

Challenges Solution Benefits Headquarters: Canada

Website: • Journalists and data scientists at With the AWS Digital Innovation • Reduced project development The Globe and Mail needed to be program the team learned how to time by 4 years www.theglobeandmail.com/ able to quickly understand work backwards from their customer, • Increased staff productivity connections among millions of and developed an AI-powered graph • Improved customer experience records to aid in investigative database that connects the dots About The Globe and Mail journalism and bring additional across people, events, organizations, value to readers etc. to help journalists see relationships that otherwise may not The Globe and Mail is Canada’s be apparent. It also enables readers to foremost news media company, examine the data behind the stories – reaching more than 6 million readers adding a level of transparency that across print and digital every week. had never been possible.

The solution changes the [social] contract we have with our readers, and has a huge potential to change journalism. The biggest takeaway “ from the entire program is the idea that anything is possible. Where I would have spent five years persuading the team internally that we needed to create an entirely new data structure… it was done in under a year. Editor-in-Chief David Walmsley © 2020, Amazon Web” Services, Inc. or its Affiliates. All rights reserved. Amazon Trademark Interested in Amazon’s approach to innovation? AWS Digital Innovation Program Let’s partner to invent something your customers will love.

1 EXPLORE innovation at 2 DEFINE a new product, 3 BUILD a prototype in Amazon – the principles service, or experience that will the cloud to bring your new behind our organization, delight your customers; start digital offering to life; test it architecture, mechanisms with the customer and work with your customers and culture backwards

Challenges Solution Benefits

• As journalism goes digital, The • The Washington Post • Faster checkouts - customers Headquarters: USA Washington Post has worked to integrated Amazon Pay into its who purchase their become a more tech-focused website, allowing subscribers to subscriptions with Amazon Pay Website: company pay with the credentials already can check out in under 30 https://www.washingtonpost.com stored in their Amazon account. seconds • Washington Post was looking • High conversions – WaPo has for ways to fuel its growth, boosted overall conversions on including a speedier way to pay its site for its services About Washington Post • Fewer decline rates - The Washington Post is an American Customers who sign up with daily newspaper published in Amazon Pay are declined just Washington, D.C. It is the most widely 2% of the time circulated newspaper within the Washington metropolitan area. Daily broadsheet editions are printed for the District of Columbia, Maryland, and Our goal is to make the experience of signing up for a Virginia. The newspaper has won 69 Pulitzer Prizes. “ subscription as frictionless as possible – and that’s what Amazon Pay offers Miki King, Vice President” of Marketing © 2019, Amazon Web Services, Inc. or its Affiliates. All rights reserved. Amazon Trademark