How to make print undead

Three reasons why a career in print is not a dead end (I couldn’t think of 10, but they are 3 really good ones)

And don’t forget about Ninjazines

Wkly Minutes Per Capita Total Canada Adults 18+ TV RADIO INTERNET NEWSPAPER MAGAZINE TOTAL NADbank 2001 and 2008, Total Canada The Internet is within one share point of Radio’s #2 rank. According to NADBank & PMB: The Internet is Canada’s #3 Weekly Time Spent Medium 2000 2008 Share 36% 33% 14% 11% 5% 100% Share 34% 27% 26% 9% 4% 100% Min 818 763 309 240 120 2,250 Min 811 647 609 220 94 2,381

Share of Weekly Minutes Per Capita Total Canada 18+ TV RADIO INTERNET NEWSPAPER MAGAZINE TOTAL 25-34 Share 2008 29% 26% 37% 6% 3% 100% 2000 33% 35% 19% 8% 5% 100% 35-54 Share TV RADIO INTERNET NEWSPAPER MAGAZINE TOTAL 55+ Share 2000 35% 36% 14% 10% 5% 100% 2008 42% 27% 12% 13% 5% 100% 2000 43% 31% 5% 15% 6% 100% 2008 32% 31% 25% 8% 4% 100% 18-24 Share 2008 28% 20% 44% 5% 3% 100% 2000 33% 31% 24% 7% 5% 100% NADbank 2008 Total Canada Internet shares of medium usage is growing substantially across all age groups. Adults 18-24 and 25-34 spend a larger proportion of their time with the Internet.

Canada is the Highest Penetrated Country We Spend the Most Time Online & Ranked 3 rd in Pages Viewedv Source: comScore, Inc., World Metrix, All Locations, Persons 15+, Dec 2010. Source: Wikipedia – List of Countries by Population, As of Feb 20111

K. thks. I get it. The interweb is important. I’m good to go.

(thank you Bryan Segal from ComScore for letting me borrow the last 3 images!)

Laptop sales are down 50%

Social Networking ranked as the fastest growing category in mobile content consumption in 2010, but online retail right up there Personal Email and Weather, two frequently accessed categories, also experienced substantial growth of +39% and +45%, respectively

Browser vs. App: Though smartphones driving M-commerce market, consumers still opting for browser over apps Smartphone vs. Non-Smartphone: % of Users Accessing M-Commerce Sites & Apps Source: comScore MobiLens, Dec-2010 Browser Browser vs. App

Apps are poo

31% of consumers own or use some form of smartphone or Internet-capable digital media device. This is significantly higher among higher-income consumers Smartphone Ownership and Usage Q. Do you own or use a smart phone or digital media device, such as an iPhone, iPad, Droid, Blackberry or similar device? Source: comScore Survey – January 2011 Smartphone Ownership/usage (by income)

Among smartphone users who’ve bought or researched products, about half say they’ve used their phones to find nearby stores Smartphone Usage For Buying/Researching Q. For which of the following have you used your smartphone? Source: comScore Survey – January 2011 29% of ‘deal of the day’ app users use their phones to access deals every day 70% of these consumers compare prices at least a couple times per month

Holy crap, I’m freaked out. How does this apply to my career in print not being a dead end?

If I were in your shoes….

First recognize that publishing for mobile is not what you used to think it meant

Print media without a clear call to action linking to digital is dead media. You can make it undead.

Top 5 ways to screw it up
Marketers make the QR code too small. Having a small QR code on a billboard is not going to work
Marketers make the QR code hard to reach or scan in outdoor media
Give consumers a reason to scan the code. No CTA = FAIL!
Nothing says you don’t understand the medium like having a QR code link to a mobile version of the Ad they just read
Nothing says you are a dumb ass more than linking the QR code to your desktop website

Before you go ahead and recommend one to your clients keep the following in mind…
It can be complicated. You need to build an experiential experience with the right lighting in retail to make it work right
It can be expensive – often more than building a promotional website as you have to build the experience not just link to it like a QR code
Desktop browsers support AR codes because they support flash. Mobile does not. Easily. You need to leverage HTML 5 & likely build an App
Be sure there is a practical reason to do it or else it becomes an expensive gimmick

A few things about NFC
Make dead media, smart media with NFC
Faster than scanning a QR code
Soon all smartphones will come NFC enabled
Can link directly to payments
Easy to program and re-program an NFC sticker
Only works when in close proximity to a reader (not further away like a QR or AR code)

Holy crap, I’m freaked out. How will I ever remember all these terminologies? Can you recap all this for me?

k. thks. bye. follow me @phryl

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How to make print undead

by Phil Barrett on Dec 09, 2011

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How to make print undead — Presentation Transcript