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Print wins! — And considers itself 
to be the key pillar in multichannel scenarios.

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Analysis by Andreas Weber

For more than a thousand years, print has been one of the most important cultural tools globally for allowing innovations to become reality!

Why should things be any different today?

Three main facts for a sustainable success with print:

1. It is proven that print wins and its importance is strengthened through multichannel because it makes communication powerful, relevant and humane.

2. In communication, reach is not the measure of all things, relevant dialogue is (one conversation).

3. Multichannel innovations that include print do not make analogue media superfluous, but integrate them seamlessly.

Published in: Marketing
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Print wins! — And considers itself 
to be the key pillar in multichannel scenarios.

  1. 1. Print 
 wins! And considers itself 
 to be the key pillar in multichannel scenarios. 
 An analysis by 
 Andreas Weber, Mainz.
  2. 2. For more than a thousand years, print has been one of the most important cultural tools globally for allowing innovations to become reality! art&
  3. 3. art&
  4. 4. For more than a thousand years, print has been one of the most important cultural tools globally for allowing innovations to become reality! Why should things be any different today? art&
  5. 5. Print technologies are constantly blazing trails!art& Revolutionising the newspaper A new collaboration with the University of Central Lancashire (UCLan) and Trinity Mirror explores the future of publishing
 http://uniform.net/blog/may-2015/super-8/ | https://player.vimeo.com/video/128354820 https://player.vimeo.com/video/128354820
  6. 6. art&
  7. 7. art& https://videopress.com/v/hAJBErYA Internet start-ups such as mymuesli.com love print! And are even making a lucrative new business out of it. Source ValuePublishing: Heideldruck 4.0 — 
 Zurück in die Zukunft | Back to the future http://wp.me/p2C5zg-14a
  8. 8. art& Uh-oh! Bankruptcy. Bust. Bad luck.
  9. 9. As paradoxical as it may sound, the “industrialisation” of printing has degraded printed material to arbitrary disposable articles! art&
  10. 10. The branch MUST change dramatically! art& Reading tip — my commentary — A new beginning for Heideldruck: Print takes on a key role in the digital age! http://wp.me/p2C5zg-1oS
  11. 11. The market has changed radically! Instead of quantity, quality is what is in demand. The trend: Exploit added value through more attention to and greater efficacy of printed material! art& Market Trends Print Factory Print Specialties Print Manufacture
  12. 12. The dilemma: Everyone is searching for digital strategies to push content (unanimously) everywhere. Dealing with print innovations that lead to dialogue through interaction is often overlooked. art&
  13. 13. art& https://youtu.be/fDh11U1sAA0
  14. 14. art&
  15. 15. drupa 2016, the world’s leading trade show for print and paper, no longer simply shows technology but innovative applications. art&
  16. 16. ValuePUBLISHING Report on #drupamc 2016 READING TIP: Latest news at drupa media conference via Value Storify (messages, photos, movies).
  17. 17. ValuePUBLISHING — #drupamc 2016 impressions
  18. 18. art& Print will be the key pillar in multichannel communication, thanks to completely new types of software solutions – in personalisation, above all. It is no longer a question of reach, but of One Conversation! See our series of ValuePublishing trade articles:
 drupa ante portas — Highlight Topic Multichannel: “Individual solutions are in demand!” http://wp.me/p2C5zg-1lL
  19. 19. The new defined — Multichannel sustainably increases business success: • Through interaction in a dialogue with the audience (customers, partners, interested parties) • Supported by personal, timely relevance • Through touchpoints covering the whole media spectrum from print to digital — you could call it: one conversation. art&
  20. 20. Current analyses by ValueExperts prove: 
 “It is all down to making it possible for personal, relevant and interactive communication to take place in a creative way, offering touchpoints at the right time in a mix of digital and print media.” 
 —Dr. Jacob Aizikowitz, President XMPie art& Source: ValueDialog — Dr. Jacob Aizikowitz: Multichannel leads to sustainable business success in the digital age. 
 http://wp.me/p2C5zg-1cb
  21. 21. The special thing about multichannel: art& Addressing human sensitivities is essential, since a purely technically- oriented multichannel solution is not regarded by the audience as an interactive, personal dialogue.
  22. 22. The special thing about multichannel: art& Achieving the momentum of ‘one conversation’ is highly challenging — especially when print is part of the equation. Technology’s task is to minimise coordination efforts and avoid never-ending, 
 impractical processes of coordination (e.g. related to the interaction of brand, agency, 
 media, media production service provider, etc.).
  23. 23. Multichannel with print is a new, rapidly growing service sector. Focus: driving innovation forward! art& For more information: drupa ante portas — Highlight Topic Multichannel: “Individual solutions are in demand!” http://wp.me/p2C5zg-1lL
  24. 24. World-class: Print as the key theme of the 1st Multichannel Innovation Conference #XUG15EU in Berlin. art&
  25. 25. Brands, especially commercial ones, love multichannel: art& Commercially, multichannel is trumps, since purchases are aggregated online, supported by printed material. The bottom line: no paper, no communication. —MGA Metro Group Source: http://wp.me/p2C5zg-Ph
  26. 26. Who is #1 among the global brands when it comes to all things multichannel? — APPLE! art& Perfect website and webstores Best- in-class (physical) flagship stores High value of PRINT (AirPrint, iPhoto books, premium packaging…) Extraordinary market orientation and performance promise — dedicated to a sustainable digital lifestyle experience
  27. 27. Who is #1 when it comes to making fun of the digital world with great humour? — IKEA! art& Print à la IKEA is the topic in social media! 6 million YouTube views in four weeks. In the meantime, more than 
 18 million! https://www.youtube.com/watch?v=MOXQo7nURs0
  28. 28. Smartest case for print from a publisher’s point of view: art& The print business is “full of risks that you can only master if you develop good new products oriented to the modified print reading behaviour brought on by digitalisation!” Funke Mediengruppe boss Manfred Braun 
 at the german HORIZONT AWARD 2016
  29. 29. My tip to try out now: documobiFUSE links print, TV and mobile! art& Conventional advertising via TV, outdoor, print (magazines/ newspapers and packaging) to mobile campaigns, creating measurable, hyper-personalised digital touchpoints from 
 analogue media. http://www.documobi.com
  30. 30. My tip to try out now: 
 documobiFUSE links print, TV and mobile! art& http://www.documobi.com
  31. 31. art&
  32. 32. My tip to try out now: 
 documobiFUSE links print, TV and mobile! art& http://www.documobi.com
  33. 33. art& Results: Sustainable success with print! 1. It is proven that print wins and its importance is strengthened through multichannel because it makes communication powerful, relevant and humane. 2. In communication, reach is not the measure of all things, relevant dialogue is (one conversation). 3. Multichannel innovations that include print do not make analogue media superfluous, but integrate them seamlessly.
  34. 34. art& BY THE WAY: Whoever is interested can take part in a VIP event for multichannel + print that I am co-organising at drupa 2016 on the afternoon of June 1!
  35. 35. http://valuetrendradar.com/value-communications-manifesto/ art& Racing to the finish: 
 ValueCoaching knowledge sharing makes it possible to immediately employ multichannel and print innovations for sustainable business success. Straight to the point!
  36. 36. Contact Andreas Weber Brainware & Solutions VALUE COMMUNICATION AG Walpodenstr. 1 | 55116 Mainz/Germany https://de.linkedin.com/in/andreasweber Twitter: @ValueCommAG Blog: valuetrendradar.com Slideshare-Presentations: 
 http://bit.ly/1XrpNxw art&
  37. 37. art& DISCLAIMER © 2016 by Andreas Weber, Mainz/Germany Unless otherwise stated, these rights at Andreas Weber, Value Communication AG, Mainz. Users may use the charts for personal information purposes, but not copy. When quoting please add the source.

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