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Future of Publishing Blue Paper

Future of Publishing Blue Paper

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Published by 4imprint
While there’s no denying the rapidly declining newspaper and magazine subscription levels, the increased prevalence of e-books or the rise of citizen journalism through social media, print is still very much alive. What’s changing is the ways print is consumed and how we as marketers and communications professionals are integrating print with other channels. Businesses and marketers need to continue to learn how to adapt to and leverage the changing landscape and the new tools it has presented, instead of trying to continue applying the old rules to the new playing field.
While there’s no denying the rapidly declining newspaper and magazine subscription levels, the increased prevalence of e-books or the rise of citizen journalism through social media, print is still very much alive. What’s changing is the ways print is consumed and how we as marketers and communications professionals are integrating print with other channels. Businesses and marketers need to continue to learn how to adapt to and leverage the changing landscape and the new tools it has presented, instead of trying to continue applying the old rules to the new playing field.

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Published by: 4imprint on Oct 26, 2010
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10/26/2010

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© 2010 4imprint, Inc. All rights reserved
 
The future ofpublishing andwhat it means forthe marketers
4imprint.com
 
© 2010 4imprint, Inc. All rights reserved
 
© 2010 4imprint, Inc. All rights reserved
Disappearing Ink?
The future of publishing and what it means forthe marketer
For more than 500 years, the printed word has been used to tell stories, sharenews and move ideas across time and space. In the past five years, however, onemajor event fed into a cultural, technological shift like gasoline on fire to impactprint media in a revolutionary way. Specifically, the economic recession hit anindustry already struggling to find its way in a new media landscape amongInternet, social media and mobile devices, officially marking the purported deathof publishing.While there’s no denying the rapidly declining newspaper andmagazine subscription levels, the increased prevalence of e-booksor the rise of citizen journalism through social media, print is stillvery much alive. What’s changing is the ways print is consumedand how we as marketers and communications professionals areintegrating print with other channels. Businesses and marketersneed to continue to learn how to adapt to and leverage thechanging landscape and the new tools it has presented, instead oftrying to continue applying the old rules to the new playing field.“What’s really changing is the role of content itself,” said Chris Tolles, CEO ofonline news community, Topix. “Online, it’s participation that becomes theproduct, with the content merely an ingredient of the real product. And printbecomes a great vehicle to promote that new, experiential online product.”
1
It’s time for businesses and marketers everywhere to become proactive in thechanging world of communications. This Blue Paper
®
will provide background onthe current state of print and the roles it plays in business and marketing, proposethat your business conduct its own situation analysis and develop a new strategyas needed. Additionally, it will outline content creation trends that can help yourbusiness integrate communications on- and offline today.
Modern print: A snapshot
First, let’s take a look at some of the statistics involving print media today in orderto better understand how to leverage the best of the print world and the digitalworld together:
1 Jarvis, Jeff, and Chris Tolles. “The Print Media Are Doomed - BusinessWeek.” BusinessWeek. 30 Jan. 2009. Web.10 Sept. 2010.<http://www.businessweek.com/debateroom/archives/2008/12/the_print_media_are_doomed.html>.
 
© 2010 4imprint, Inc. All rights reserved
 
© 2010 4imprint, Inc. All rights reserved
• On a typical day, 59 percent of Americans get their news online.
2
• According to the Direct Marketing Association (DMA), 33 percent of peoplerespond to direct mail by going online.• Mobile marketing is a $2.6 billion per year industry that isprojected to go nowhere but up.
3
•
Fewer than half of U.S. households now read daily newspapers.
4
• Nearly half of all Americans ages 18-24 read no books outsideof those assigned for class.
5
• The annual household average spent on books and otherreading materials has dropped more than 10 percent in thepast decade.
6
• According to the Direct Marketing Association, the return on investment fore-mail marketing is often upwards of $60 for every dollar spent, comparedto other online marketing efforts that see closer to a $20 return for eachdollar spent.
7
• Some 8.6 million households report regular use of online coupons
8
and whilethe average redemption rate for print coupons is about 1.2 percent, recentstudies have indicated that online coupon redemption rates are upward of10 to 15 percent.
9
• Revenue from print advertising dropped 23 percent from 2008 to 2009.
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• It’s estimated that it costs The New York Times twice as much to print thepublication as it would to send a Kindle
®
to each one of its subscribers.
11
These facts are likely the catalyst for numerous trends currently emerging andgaining adoption across the marketing and communications industries. The areasof advertising, publishing, public relations and marketing specifically ….serve toillustrate the need to dive more deeply into the data.
 2 “How Media Consumption Has Changed Since 2000 | Pew Research Center’s Internet & American Life Project.”Pew Research Center’s Internet & American Life Project. Web. 10 Sept. 2010.<http://pewinternet.org/Presentations/2010/Jun/How-Media-Consumption-Has-Changed-Since-2000.aspx>.3 “Mobile Advertising to Grow 45% in 2010 to $3.8B :.” Mobile Marketing Watch - The Pulse Of The MobileMarketing Community. Web. 14 Jan. 2010.<http://www.mobilemarketingwatch.com/mobile-advertising-to-grow-45-in-2010-to-3.8b-4840/>.4 Gioia, Dana. Disappearing Ink: Poetry at the End of Print Culture. Saint Paul, MN: Graywolf, 2004. Print.5 National Endowment for the Arts. “To Read or Not to Read: A Question of National Consequence.” National Endowment for the Arts. 2007. Web.<http://www.nea.gov/research/ToRead.pdf>.6 National Endowment for the Arts. “To Read or Not to Read: A Question of National Consequence.” National Endowment for the Arts. 2007. Web.<http://www.nea.gov/research/ToRead.pdf>.7 “Metrics 2.0: Email Marketing Stats, Facts and Metrics - Metrics 2.0 Quick Pack.” Metrics 2.0 : Data-DrivenBusiness & Market Intelligence. Web. 02 Sept. 2010.<http://www.metrics2.com/blog/2006/11/07/email_marketing_stats_facts_and_metrics_metrics_20.html>.8 MarketingProfs. “E-Coupons Gaining in Popularity.” MarketingProfs: Marketing Resources for MarketingProfessionals. 29 Sept. 2009. Web. 13 Feb. 2010.<http://www.marketingprofs.com/charts/2009/3060/e-coupons-gaining-in-popularity>.9 Grasse, Nicole. “Once just a fad, online coupons are catching on big with retailers and shoppers.”InternetRetailer.com. Web. 21 Feb. 2010.<http://www.internetretailer.com/internet/marketing-conference/89118-once-just-fad-online-coupons-are-catching-big-retailers-shoppers.html>.10 “Journalism.org- The State of the News Media 2009.” Journalism.org- The State of the News Media 2010. 30 Jan. 2009. Web. 10 Sept. 2010.<http://www.stateofthemedia.org/2009/narrative_newspapers_intro.php>.11 Ahrens, Frank. “The Accelerating Decline of Newspapers - Washingtonpost.com.” The Washington Post. Web.10 Sept. 2010.<http://www.washingtonpost.com/wp-dyn/content/article/2009/10/26/AR2009102603272.html>.

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