Recently, I have received enquiries from readers who read my article, “7 Endangered Marketing Strategies Today“. On this article, I have mentioned that print media today is beginning to lose its effectiveness due to the advent of digital and social media. Some of my readers, who are in the print media business, have come to ask me on what are the things they can do otherwise, in order to outshine their competitors and grow their business despite consumers today are beginning to switch from print to online media.
Here are the 3 Additional New Roles for Print Media in Today’s Age
Focus more on Giving Value and Content
The publisher has to move a step further to help its clients to sell better through the ads in their magazines or newspapers. Today, advertisements on prints, are very expensive and not measurable in terms of return on advertising investment. The publisher must help its clients by giving more editorial write-ups in terms of expert opinions and advices. Less of advertising hype and more of knowledge-sharing stuffs.
This will thus, increase the market reputation standing for your advertising clients; moreover, if you have an article in print, it will “look and feel” more credible than an online article. Hence, as a publisher, you may have to sacrifice some advertisement pages for the editorial write-up; however, this will keep you going profitable for the long run.
Don’s Just Stop on Print. Go Online, Go Social.
Traditionally, most print media publishers will just stop on printing and distributing the current month’s issue and that’s it. The following month, they will start to look for more advertisers to support the funding and profits.
However, if you put yourself in your customers’ shoes, this old method may not be effective to them, especially in today’s fast-paced internet age. Your advertisers have invested a huge sum of their marketing dollars on your magazine, hence, you will need to do more and see them get real sales results from your magazine articles.
Go online. Go Social. Further market and spread the word around of your clients’ articles and ads promotion to the internet world. Let Google indexed the articles so that they will be found online even years after the articles were published. Do this plus favor for your advertiser, by linking back to their websites and they will repay you with more business.
Engage Your Brand with the New Media Crowd
The Gen-Ys and Gen-Zs youths will become your paying clients in a few MORE years or so. They spend most of their time on internet, mobile and social media. They eat, play and sleep with the internet, mobile and social media. Hence, you need to engage them there.
Create Facebook likes contest and creatives apps where you can get your future advertising clients to be engaged on. Be a constant giver, open up to these youngsters and they will respect and pay attention to your brand.
Instead of “closing up” in your own world believing that, your old business model is perfect and there is no need to change to follow the new media crowd, you should continue to innovate and integrate into the new social media by engaging the new-age potential customers.
In summary, so long you JUMP out of your traditional box of thinking, as a print media business owner, you can still capture and dominate an even bigger piece of the media market share by changing along with society. Just like Apple Inc, who evolves from a PC maker to ipods and then to the world’s best smart phones in order to continue satisfying the demands of the young customers today.