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Future Of Print
 

Future Of Print

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A view on developments that influence the position of print media as an advertising channel.

A view on developments that influence the position of print media as an advertising channel.

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    Future Of Print Future Of Print Presentation Transcript

    • The future of Print in the Media Mix February 2009
    • Paper use worldwide Financial & legal 4% Stationery & labels 4% Forms 4% Techn. documentation 5% Direct marketing 6% Directories 6% Books 6% 8% Catalogues 9% Misc. print products 9% Newspapers Periodicals 11% Packaging (non-corrugated) 12% Advertising & promotion 16% Source: EDSF 2007
    • Paper use worldwide Financial & legal 4% Stationery & labels 4% Forms 4% Techn. documentation 5% Direct marketing 6% Directories 6% Books 6% 8% Catalogues 9% Misc. print products 9% Newspapers Periodicals 11% Packaging (non-corrugated) 12% Advertising & promotion 16% Source: EDSF 2007
    • Advertising expenditures Western Europe _ Newspaper and magazine advertising is expected to decline to 28% and 14% respectively in 2010 (in 2000 37% and 19%) _ Television expenditures remain relatively stable 29% in 2010 (21% in 2000) _ Internet will increase from a 1% in 2000 to 18% in 2010 _ Print media shares differ a lot from country to country also in the years to come; _ Belgium is dominated by television (more than a third of all expenditures) _ The Netherlands are a print country (60% of all expenditures) _ UK expenditures for newspaper will be similar to those in Internet at slightly more than a quarter of all expenditures.
    • Time-use and advertising share, Netherlands 100 75 50 25 0 2005 2005 Newspapers Magazines Door-to-door Time-use Advertising share Television Radio Internet Source: Tijdsbestedingsonderzoek 2008, Zenith Optimedia 2008
    • New technologies change media landscape “Each wave of new technology in our industry forced an improvement of the old. Each new medium forced its predecessor to become more creative and relevant to the consumer” (Rupert Murdoch, 2006)
    • Buzz words in new landscape Folksonomy Tags Consumer Generated Content SEO Wiki Digital natives SMS Long Tail SNS
    • Relationships change in new landscape Media Brand Agencies owners Production
    • Google centre stage Brand owner Creative Media agency agency
    • Relationship change in new landscape Media Google Brand Agencies owners Production
    • Google’s global advertising role 75 % 50 25 0 2004 2005 2006 2007E Share of global online advertising revenues Share of search reveneues
    • Google’s global role Google’ CEO Eric Schmidt (Fortune, January 2009): “Newspaper don’t have a problem of demand for their product, the news.” “To me the breakdown of the newspaper industry presents a real tragedy in the sense that journalism is a central part of democracy. And I don’t think bloggers make up the difference. The historic model of investigative journalist in any industry is something that is very fundamental.”
    • How to keep print media on the agenda? _ Magazines are a “Me time medium” as defined by Time Inc _ One third of consumers set aside “special time” for reading a magazine _ Magazines are personal and singular medium Primarily reading magazines while...
    • How to keep print media on the agenda? Sappi Life with Print Sappi want to help brand owners and their agencies to make informed choices about budget allocation Life with Print deals with different printed media and brings the most recent insights and arguments
    • How to keep print media on the agenda? Print Sells Initiative from different players in print value chain to promote print across Europe In 2007 5 mio euro campaign consisting of advertising, direct mail, public relations and website
    • Developments that affect the role of print media in the media mix
    • Developments that affect the role of print Creative consumer Effect of Always-on Liquid content other media Digital natives Enriched paper Effect of print Corporate Social Read anywhere media Responsibility Digital printing Increased outdoor + - Effect on role of print
    • The content becomes liquid _ Magazines can be read on paper, e-paper and online _ Radio programmes and music can be listened on PC, radio, iPod, mobile phones _ Content of channels is becoming a separate product, available via more and different channels _ Youngsters do not differentiate between watching a movie on TV, PC, Playstation or iPod
    • Digital natives take center stage
    • Time use total population and Digital Natives- Television 25 Main activity (hours/week) 20 15 10 5 0 1975 1980 1985 1990 1995 2000 2005 Television Newspapers Magazines Television Books Listen to radio or music Internet
    • Time use total population and Digital Natives- Print Media 25 25 20 Main activity (hours/week) 20 15 15 10 10 5 5 0 0 1975 1980 1985 1990 1995 2000 2005 Newspapers Magazines Books Print Media Television Listen to radio or music Internet
    • Comparison total population and Digital Natives - Internet 25 Main activity (hours/week) 20 15 10 5 0 1975 1980 1985 1990 1995 2000 2005 Internet Newspapers Magazines Internet Books Television Listen to radio or music
    • Digital natives and reading Adults (%) that read books (not Percentage book purchasers required for work or school) (USA) (USA) 70 30,0 22,5 50 15,0 30 7,5 0 10 < 25 25-34 35-44 45-54 55-64 65+ 18-24 25-34 35-44 45-54 55-64 65-74 75+ 1992 2002 1991 2004 Source: NEA, 2008
    • Choose when and where to read _ Consumers take information in small bites _ Hence success of Metro, CNN, NRC Next and other media that provide easy digestible information _ Consumers are zapping between different channels or sources _ Since remote control: homo zapper _ Between TV stations, magazines, newspapers and other media
    • Choose when and where to read Primarily surfing the Internet while.. Primarily watching TV while..
    • The creative consumer _ Consumers change roles, they create content and channels _ Entire newspapers are written by consumers _ Consumers use existing online content to produce new content (mash-up, morph, fan-fiction, spoof) _ We consume what is created by fellow consumers on blogs, Wikipedia, MySpace, Flickr or YouTube _ Social networking goes beyond www.schoolbank.nl and can become a way of doing business: Wikinomics
    • The creative consumer
    • Increasing role of CSR _ Consumers are questioning companies about their corporate behaviour _ Companies are under fire: salaries, child labour, emissions, sustainability, energy, waste, financial operations,... _ Companies need to generate trust and credibility by providing more transparency _ Companies prepare social annual reports, sustainability reports and align with ISO norms and procurement guidelines _ For paper FSC, PEFC, Cradle-to-Cradle certification and WWF guidelines are used
    • From analog to digital print: print runs 80% ≺ 5000
    • From analog to digital print Print quality Offset Offset Digital print Digital Transpromo SOHO Office Av. runlength 50 100 500 1000 5000 10.000 20.000
    • From analog to digital printing? Document transition (USA) 140 120 100 80 60 40 20 0 2004 2006 2008 2010 2012 B/W digital print Colour digital Surpressed print Additional electronic Source: EDSF 2008
    • From analog to digital printing: Transpromo Before After: + 100% bookings
    • From analog to digital printing: direct mail _ Digital printing offers huge possibilities for cost effective versioned brochures and hyper-personalised mailings _ Hundred+ versions of brochures based upon consumer preferences _ Seamless integration with website, blog and call center Toerisme Vlaanderen
    • From analog to digital print And competition around the corner Leo Paper (Antwerp) 26.000 + employees Heshan (China) printing facility 6.5 ha area, plant 65.000 m2 82 printing presses Worldwide turnover $ 500 mio Europe turnover $ 50 mio
    • Always-on and effectiveness _ New media are intrusive, people get interrupted frequently by email, mobile telephone and Instant Messaging _ More than half of people respond to email almost immediately Knowledge workers can expect three minutes of uninterrupted work on any task before being interrupted Employees spend some three hours a day processing email of which 30% is unnecessary (1 mio emails per day) (Intel data 2007) _ Intel has started “Quiet Time” every Tuesday morning, creating thinking time
    • Always-on and effectiveness _ Multi-tasking decreases the effectiveness _ Research shows that managing email and voice messages decreases the IQ with 10 points _ Knowledge workers need “time-off”
    • Always-on and effectiveness _ Multi-tasking involves partial attention _ Partial attention leads to a different path of reading: superficial, scanning, with short attention span _ Reading a book requires deep reading which is difficult for always-on people _ This new pathway changes the way we think and “re-wires the brain”
    • Enriched paper Poster 4:Layout 1 25/04/08 12:22 Page 1 _ OR codes _ RFID print _ Organic electronics _ 3D paper-web integration _ Plug in your earphones _ Print, online and mobile phone TAKING PRINT TO THE integration NEXT SENSUAL LEVEL STOP, LOOK AND LISTEN! FOUR STEPS TO ENJOY PRINTED MEDIA: Step 1. View the image Step 2. Capture the UpCode Step 3. Download the music Step 4. Listen to the music TRY YOURSELF OR ASK FOR A DEMO
    • Enriched paper - QR codes and RFID
    • Enriched paper - 3D-web integration
    • Enriched paper - electronic paper
    • Enriched paper - Plug in your earphones
    • Increased use of outdoor _ CBS outdoor estimate shows people spend more time outdoor Percentage of time spent doing activities out-of-home 20 15 10 5 0 1961 1975 1985 1995 2000 Shopping Eating out Socialising Sports Source: The Future Foundation, 2007
    • Thank you for your attention Ulbe Jelluma ulbe.jelluma@fryskbiz.com www.frysk.be www.fryskbiz.blogspot.com