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Brown bag meeting
- 1. PRINT’S INVOLVEMENT IN YOUR COMMUNICATION STRATEGY, AND INTEGRATING PRINT WITHIN YOUR CROSS-MEDIA MARKETING STRATEGY MARCH 15, 2012 ALEXANDRIA BROWN BAG RICHARD LIGHTFOOT & SHELLY PRESLEY / TONY FRAGA CHROMA GRAPHICS
- 2. Today’s Agenda • Introduction • Membership magazines • Cross Media Marketing Strategies 2
- 3. • Is Print Dead? • 2011 - # of print magazines • Apple sold more iOS launched increased 23.8% devices (iPads, iPod while the number of closures touches, iPhones) in 2011 fell 13.6% than all Macs in last 28 • Print Industry is expected to years grow in 2012 • 12% of publishers believe • Digital editions account for less they will be “digital only” than 1% of total sales in five years (up 100% • 63% of 18-29 year olds believe from 6% of publishers we will never be a paperless one year ago) society Print, Digital or Both? Which strategy will work best? 3
- 4. • What is driving the Conversation? PRINT 4
- 5. • Johannes Gutenberg Famous for the invention of the printing press in 1439. The Most importantly, the Brown Bag invention of movable type. 5
- 6. • The Gutenberg Parenthesis Period of Integration 1500 2000 Print Dominance Period of Orality; Period of Print; Period of Orality; Many orators Less orators, many Many orators using readers emerging digital 6 technologies
- 7. • Period of Integration 1. Print will continue to remain influential • Print embodies an emotional connection creating brand loyalty • Print offers sustained engagement • Print ads gets noticed • Print content is considered “trustworthy” • Print provides context • Print is truly portable 7
- 8. • Period of Integration 2. Explosion of integration strategies with technological advancements • eReader and mobile editions • QR Codes • Mobile Visual Search “Interactive Print” • Augmented Reality • Music in print • Don’t forget traditional growth strategies. 8
- 9. • Case Study - Underestimating print’s influence • Aftermarket Insider Magazine • Bi-monthly magazine: 10,000 copies • Ceased printing flagship publication in January 2009 • Goal: Mandated to reduce costs but wanted to continue to provide member product that was familiar in design • Strategy: short-term announcement in last printed issue; next issue digital • Reaction: While the savings were attractive, the negative feedback overwhelming • Result: Returned to print within one year. Continue both print and digital version today. 9
- 10. Thank you 10
Editor's Notes
- Look at what is happening to Print today and why. See how this applies to your communication strategies. I will show how it integrates with your print magazine and.Todd and Shelly will detail cross media strategies using Print and digital media and how this can dramatically effect your marketing efforts.
- Is Print Dead? Not even close. we could debate this topic for an entire Brown Bag session.2012 growth – NAPL statistic – first time since 2007; expected to grow 1-3% - 78.5 billion to 80 billion. Remains well below pre-recession figures of nearly 100 billion. Recognize that this is across all print markets and all print products – but points out that print is a big part of our communication, our culture and is not going away anytime soonFolio magazine statistics (over 20,000 magazines in total)Consumer magazines (subscription sales) – but act as an indicator156 iOs devices sold in 2011 to 122 Macs last 28 years. Total iPads equals 55 million; iPhone equals 176 million; 76 million iPod Touches76% believe they will be in print; 12% remain neutral.
- The Internet / E-mail communication / e-NewslettersTechnology – 55 million iPads sold; 176 million iPhonesBudget cuts – magazine expense, both manufacturing and distribution costs, stick out. Reference that we will touch on this in a case study later in the presentation.Going green – the perception that printing is less green, that there a less trees as a result of print. The perception is that if you support print you are knowingly supporting the destruction of our environment which has led to a forced choice – “eliminate the use of paper or feel like a guilty hypocrite” Postage system – print relies on the USPS to deliver its products.
- Johannes Gutenberg credited with the invention of the printing press – mid 1400s. The Gutenberg Parenthesis is a term coined by Tom Pettitt, an associate professor of English at the University of Southern DenmarkBefore the press, knowledge mostly shared through the spoken word or through orality.During the Gutenberg period, shift toward literacy – Print work viewed as the foundation of knowledgeNow, with web 2.0 we are returning to a period or orality, only using today’s technologies.
- Neuroscience studies have shown that tangible materials leave a deeper footprint in the brain suggesting they are more “real”. The result is a better connection with memory.Engagement is changing with ads designed specifically for the iPad, but generally print offers less competition for the viewers attention and thus greater engagement. Digital media has the mentality of push. As a result digital ad overload is beginning to be a turnoff – 2/3 of adults in the US fell they receive too many digital promotions.Regardless of how a print magazine ad is acquired, readers show equal response.Magazines consistently rank near the top in driving action.Context – described that the internet is the who, what, and when and Print is the how and why.
- Print will remain influential. There is no question that in our lifetime it will diminish, but to what level – nothing implies that it will be linear and go to zero.
- Goal – budget drivenReaction – many members called to complain that their membership had been dropped. Their membership and the magazine was a critical link.