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The Role of Print in a Digital Age

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The print business, as it once was, is dead but the medium itself, however, is alive and well. It's finding itself. It's confronting its weaknesses, things like physical wear and tear and costly distribution, and turning them into strengths. As it turns out, these very limitations are what make print special.

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The Role of Print in a Digital Age

  1. 1. THE ROLE OF PRINT IN A DIGITAL AGE
  2. 2. 2 WE LIVE IN A FUTURE WHERE MARKETING IS… PERSONALTIMELY CONTEXTUAL Everybody wins. People experience more relevant content and brands see increased effectiveness and return on investment.
  3. 3. 3 THIS HAS HAD A CLEAR EFFECT ON PRINT MEDIA
  4. 4. 4 TIME SPENT WITH PRINT IS IN DECLINE 4 % of Time Spent in Media vs. % of Advertising Spending, USA 2013 Source: Advertising spend based on IAB data for full year 2013. Print includes newspaper and magazine. $30B+ opportunity calculated assuming Internet and Mobile ad spend share equal their respective time spent share. Time spent share data based on eMarketer 7/13 (adjusted to exclude outdoors / classified media spend). Arrows denote Y/Y shift in percent share. %ofTotalMediaConsumptionTime orAdvertisingSpending Internet Ad = $43 B Mobile Ad = $7.1 B
  5. 5. 55 Newspaper Advertising Revenue Adjusted for Inflation, 1950 to 2012 Source: Newspaper Association of America PRINT REVENUES HAVE FALLEN SHARPLY
  6. 6. 66 U.S. eBook Sales to Surpass Printed Book Sales in 2017 Consumer books sales in the United States from 2008 to 2017 (in billion U.S. dollars) Source: PwC PRINT BOOK SALES CONTINUE TO DROP
  7. 7. 77 PRINT IS DEAD
  8. 8. 88 PRINT IS DEAD SORT OF…
  9. 9. 99 THERE ARE SIGNS OF LIFETHERE ARE SIGNS OF LIFE
  10. 10. 10 SIGNS OF LIFE: WEEKEND EDITIONS 10 Publications like The New York Times Magazine enhance the leisurely reading experience of weekend newspapers.
  11. 11. 1111 In 2014, The New York Times Sunday edition experienced +8% CIRCULATION over the year before. GROWTH OF NYTIMES SUNDAY EDITION Source: http://www.poynter.org/news/mediawire/250054/nyts- big-circulation-gains-include-copies-of-international-edition/
  12. 12. 1212 WEEKEND EDITIONS IN CALIFORNIA The California Sunday Magazine, distributed via weekend newspapers, just launched to overwhelmingly positive response.
  13. 13. 1313 SIGNS OF LIFE: PRINT ON DEMAND Services like Blurb, Lulu and Artifact Uprising let people design and publish their very own print publications.
  14. 14. 1414 THE GROWING DESIRE TO SELF PUBLISH PRINT Source: http://www.digitalbookworld.com/2014/self-publishing- maturing-up-17-last-year-in-the-u-s/ Between 2008 and 2013, there were +29% NEW TITLES self published and printed, according to an analysis of ISBN registration.
  15. 15. 1515 Magazines like Monocle can cost anywhere from $10-$40 and blur the boundaries between book and magazine. SIGNS OF LIFE: BOOKAZINES
  16. 16. 1616 PREMIUM QUALITY DRIVES DEMAND While most magazines are losing subscribers, Monocle Magazine saw +3.3% PRINT SALES year-over-year in the second half of 2013. Source: http://www.pressgazette.co.uk/uk-magazines-lose-print- sales-average-63-cent-full-abc-breakdown-all-503-titles
  17. 17. 1717 AND THIS WILL ONLY CONTINUE This year, Monocle released its first ever annual magazine, The Forecast, which is higher quality and sold at a slightly higher price point.
  18. 18. 1818 SIGNS OF LIFE: PRINT CATALOGS Retailers like JCPenney, Bonobos and J.Crew are investing in print because customers that receive catalogs spend more.
  19. 19. 19 SIGNS OF LIFE: LUXURY EDITORIAL In China’s booming luxury market, magazines like Vogue are increasing in size thanks to advertiser demand.
  20. 20. 20 WHAT IS GOING ON?
  21. 21. 2121 “A new medium is never an addition to an old one, nor does it leave the old one in peace. It never ceases to oppress the older media until it finds new shapes and positions for them.” Marshall McLuhan, Media Theorist PRINT IS BEING RESHAPED
  22. 22. 2222 THE CHANGING PRINT LANDSCAPE In the past, when media economics celebrated mass, the landscape took on the shape of a bell curve.
  23. 23. 2323 Today, the Internet has created the long tail and a print landscape that looks much more like a barbell. THE CHANGING PRINT LANDSCAPE
  24. 24. 2424 BUT IT’S MORE THAN JUST ECONOMICS Our perception of print is changing at a very fundamental level. “I've found reading books very intellectually fulfilling. Books allow you to fully explore a topic and immerse yourself in a deeper way than most media today. I'm looking forward to shifting more of my media diet towards reading books.” Mark Zuckerberg Founder, Facebook
  25. 25. 2525 OUR RELATIONSHIP WITH PRINT ISN’T GOING AWAY Research has found that print media supports an emotional bonding process that digital experiences just cannot. Source: http://www.millwardbrown.com/docs/default-source/insight- documents/case-studies/MillwardBrown_CaseStudy_Neuroscience.pdf
  26. 26. 2626 PRINT’S LIMITATIONS ARE WHAT MAKE IT SPECIAL “In a world of infinite content — where there are a million shiny attention- grabbing objects a touch away and notifications coming in constantly — it’s meaningful when someone is actually spending time.” Ev Williams Founder, Medium
  27. 27. No longer a go-to method for distribution, print has found a new role: delivering tactile and immersive experiences that tap into luxury values. 2727 TIMELESSNESSLEISURE PERSONALIZATION PRINT’S ROLE: FROM UTILITARIAN TO EXPERIENTIAL
  28. 28. SO WHAT DOES THIS MEAN FOR BRANDS?
  29. 29. 29 THOUGHT STARTER #1 CELEBRATE COMMUNITY WITH A BRANDED MAGAZINE Some brands have the authority to own and stand for a certain subject matter or lifestyle. Print can be a powerful way to bring it to life.
  30. 30. 30 AIRBNB’S PINEAPPLE DOES JUST THAT Airbnb recently launched Pineapple, a print magazine powered by its community.
  31. 31. 31 SETTING THE TONE THROUGH IMAGERY The magazine effectively repositions the company as a travel and lifestyle brand through stories and visuals.
  32. 32. 32 VICEMONEY VICE’S PRINT MAGAZINE IS INTEGRAL TO ITS COMMUNITY Within the growing VICE ecosystem, the original print publication continues to celebrate and connect with the brand’s core audience.
  33. 33. 33 THOUGHT STARTER #2 REACH EXISTING COMMUNITIES THROUGH ADVERTORIAL For brands that don’t have the authority (or budget) to start their own print publication, there are opportunities within existing ones.
  34. 34. 34 REACH EXISTING COMMUNITIES Monocle’s in-house team helped Lexus craft and distribute content to an audience of new affluents.
  35. 35. 35 THOUGHT STARTER #3 INVENT DEEPER EXPERIENCES There are even bigger opportunities for brands that want to lead and go beyond best practices to define next practices.
  36. 36. 36 NEW TOOLS…
  37. 37. 37 GIVE US NEW POWERS…
  38. 38. 38 AND NEW WAYS TO INTERACT WITH THE WORLD
  39. 39. 39
  40. 40. 40 THANK YOU SAY HELLO: hello@carrot.is MEDIA INQUIRIES: press@carrot.is TELEPHONE: 718.395.7934
  41. 41. 41 IMAGE SOURCES 41 Page 9: http://imgkid.com/flower-in-desert.shtml Page 10: http://www.spd.org/2011/03/sneak-peek-the-new-york-times.php Page 13: http://mnewsomphotography.com/hardcoveralbums/ Page 15: http://www.panamy.ch/monocle/ Page 17: http://www.monocle.com Page 18: http://www.graphius.com/en/blog/2015/02/retailer-j-c-penney-stopped-mailing-the- publication-in-2009-and-phased-out-the-distribution-of-70-smaller-catalogs-a-year-later/ Page 19: http://infoteka.me/vogue-promovise-novi-apple-sat/ Page 21: http://www.zachtrobinson.com/tag/med-130/ Page 24: http://www.wired.com/2013/04/facebookqa/ Page 27: http://www.hemispheresmagazine.com/2011/01/01/the-hemi-qa-evan-williams/ Page 28: http://www.redbull.com/de/de/music/stories/1331620422919/for-the-record-15-jahre-red- bull-music-academy, http://www.blurb.com/products Page 31: http://athenaeumnieuwscentrum.blogspot.com/2014/12/pineapple-1-airbnbs-magazine- about.html Page 32: http://www.selectism.com/2014/11/17/airbnb-launch-new-magazine-pineapple/airbnb- pineapple-magazine-21/ Page 35: http://www.ruearchimede.com/2010/05/02/who-is-lexus/ Page 37: http://www.apple.com Page 38: http://imgkid.com/tony-stark-iron-man-suit.shtml Page 39: https://www.apple.com/apple-pay/, http://www.designmag.it/foto/casa- domotica_7217_12.html, http://www.bmwblog.com/2011/03/21/bmw-and-sixt-establish-drivenow- joint-venture-for-premium-car-sharing/ Page 40: http://www.dezeen.com/2013/08/05/ikea-launches-augmented-reality-catalogue/

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