Is Print Media Dead or Becoming Better Today?

Is Print Media Dead of Becoming Better?

Is Print Media Dead or Becoming Better? (Credits: Non Sequitur Comic by Wiley Miller)

Print media today has been constantly facing new challenges from the online media as well as social media. Publishers who are not familiar or not ahead of such new challenges, will be facing “sunset” in their own industry. Hence, the only way to survive or perhaps succeed in print today, is to integrate with the new media.

Here are some suggestions publishers and advertisers could look into:

1)  Market Your Credibility

As print magazines or newspapers are tangible items where one could see and feel, they will look more credible  in the perspective of the reader. On top of that, publishers should try to encourage advertisers to contribute more articles in terms of editorial coverage instead of the normal print advertisements. This is because your editorial will help advertisers’ brands to look more credible in their own industry.

The credible hulk

The credible hulk (Credits: Tumblr)

By marketing the credibility of print, publishers could retain existing advertisers as well as adding new advertisers to their portfolio. Credibility is something that prints have not lost over the change of time.

2) Since You Can’t go on Real Time, be Timely Instead

No matter how fast you put your stories on print or how much overtime hours you have put into your content, your printed stories will still be slower than a tweet or a Facebook post.  Accept this fact. You cannot beat social media or online media in terms of speed.

The speed of the birds (print media) will also be slower than that of lightning (new media)

The speed of the birds (print media) will always be slower than that of lightning (new media)

Since you cannot go on real time, why not be timely instead? Find out what is the latest buzz on social media, predict roughly how long will the frenzy last and then reinforce that stories in your print in a timely manner.

3) Encourage Re-Marketing Online

Re-marketing provides both a win-win situation for both the advertisers and the print publishers in enhancing their brand reputations through the power of social media and internet.

Encourage your advertisers to share about their editorial coverage on the internet or in social media . Information is everywhere today and people are no longer receiving information from just on one source of print. Hence, you got to let people share and link to your website URL, your Facebook page or your twitter account.

Learn to share, my friend

Learn to share, my friend

In this way, the more the people share, your brand will be exposed to more people; and then, the more credible your brand will look.

4) Advertisements CANNOT be your Only Source of Income

Traditionally, print advertisement is considered as the only source of income for most publishers. However, they need to go beyond that. The fact is, the effectiveness of print advertisement is fading at an increasing speed.

Try Looking for New income sources for your Business

Look for New income sources for your Business Creatively

Smart consumers today like us, are bombarded with many advertisements online, offline and in social media in almost every single day of our lives; our attention level is very short and because of that, little to none of such “interruptive” ads are able to make us respond and take immediate action.

Bombardment of Advertisements make us Ignore them much more. (Credits: Tom Fishburne)

Advertisements will make us feel like ignoring them much more. (Credits: Tom Fishburne from marketoonist.com)

Moreover, with the help of new age advertising mediums such as Google Adwords or Facebook advertising today, advertisers are able to reach hundreds thousands of their targeted prospects in less than a day and also at a smaller investment than putting up a typical quarter page ad on traditional prints.

Publishers need to add more income sources creatively into their business model. One way is to organize events such as awards presentations to recognize your advertisers as one of reputable brands in their own industry. From such events, not only you have added  a new source of income in terms of sponsorship, you have also helped your advertisers lift up their brand reputations as a result.

We need your creative juice!

We need your creative juice!

At the end of the day,

It must always be a win-win situation. It is about knowing who your advertisers are, their market positioning, their needs etc; and from there, try to find ways to help them building up their brands with your brand.

Go for win-win. Help you and your advertisers achieve their goals

Go for win-win. Help you and your advertisers achieve their goals

Most importantly of all, try to encourage as many advertisers and readers to share on the internet and in their social media platform. So long your focus is on building your brand credibility, advertisers will come to you naturally; this is because  they know that your brand will also make their brands more credible and reputable even though they know that print magazine’s reach is always relatively lower than that of the new media.

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12 thoughts on “Is Print Media Dead or Becoming Better Today?

  1. A person necessarily lend a hand to make severely articles I might state. That is the first time I frequented your web page and thus far? I surprised with the research you made to create this actual publish amazing. Great job!

  2. Hi there very interesting read – the old days when selling a page for print are definitely long gone.
    I’m wondering … if the traditional borders between editorial content and PR are if not vanishing then at least converging – what do you think?

    • Hi brandt,

      in my opinion, PR and editorial content can help one another in terms of raising the individual brand credibility for the said brand and the relevant print media. The point is, to make more interesting content so that more people are more willing to share online virally.

  3. Print Newspapers are hemorrhaging financially. Online Newspapers are creating a more efficient news presentation product because of the amazing distribution network being created by the adoption of smart phones, tablets, and soon…digital ink products. I personally think niche markets, such as hyper-local online publications (think community news for a specific area) are the best direction for a start-up wishing to launch.

    To be successful, a lot of traditional news publication rules will need to be redefined. I launched http://ThePaperMagazine.com , covering The Woodlands, Spring, Conroe & North areas four years ago, and so I have discovered by by trial and error creating and successfully publishing an online news magazine/newspaper, that a lot of the traditional print media business models do not translate well to online publications.

    Because a profitable model for charging for content has not really been developed yet, dependency on the paid advertising-based model remains at the forefront of making enough capital from such a publication to pay for bills and original content for the site.

    If one puts the actual editorial coverage as a priority, the readership might grow to the numbers where advertisers are willing to support the financial needs of the publication, but this takes time. It took me four years of development and experimentation to get the site stats I now have (For an example, just this month so far, 15,547 Unique Visitors, 35,524 Visits, and 277,592 Page Views). And about a forth of our site visitors are accessing the site on mobile devices. Not bad huh?

    The Paper Magazine is based on the traditional community newspaper business model, but mashes new media features, including video and much more. Because of the basically one-man operation, most of the content is provided by community organizations, non-profits and pr releases from local small businesses. Covering four very high income areas in the Houston area really helps.

    To see how well we place in Google News for articles we publish, go to Google News and input one of our coverage areas: For example, “The Woodlands TX”, “Spring, TX”, “Conroe, TX” . Those who are looking for news concerning the community they live in, often use Google News to locate that information, a great free-advertising source for your publication.

    Because The Paper is a hyper-local publication, a large staff of journalists are not needed. The networking was done in advance and news sources established in the beginning, with new sources being created each week as more readers find out about our product. We encourage the submission of community news from our readers and review and edit it with the traditional editor/gate keeper process.

    Because we are basically a micro-business model, we of course wish to pay for news coverage by area journalists as soon as we profit enough from the product to afford to do so. I come from an over 30 year career in Houston-area media, including print, daily and weekly newspapers and TV/Radio. Publishing The Paper has allowed me to combine elements of each into my own offering for the areas I cover.

    I am now in the process of developing another online newspaper business model for Houston and The Woodlands (right outside Houston) that will target market the mobile device audience specifically. http://ExtremeNewsHouston.com is currently launched and I am actively experimenting with it’s content offerings. http://ExtremeNewsThe Woodlands.com will launch in January.

    Because I have been active for the last four years in developing and publishing online newspapers, yes, I believe the traditional print newspaper business is almost dead and online publications will evolve into “the norm.”

  4. Many people follow trends and hype, very rare make them. One thing what people are greatly lacking with the print media at the moment is strategic value. When mass of people move to digital media – all in the same room happens. No one can hear each others. In the point of strategic value the print media has 4-5 times more power, and more power it has if you start to make it better. No is the time to buy print media, transform them to gold mines. Have you thought that one “old fashion” magazine or news paper can have 100,000 or more daily readers. How long time it will take to generate 100,000 readers to your new digital magazine?

  5. This is a thought-provoking piece that addresses transitions. Perhaps print will be gone entirely–eventually. That does not mean change is bad or shouldn’t be welcomed. A news publication doesn’t need to die. It just needs to change. One suggestion that jumped out at me, a writer at a small daily, was the suggestion of honoring advertisers at an event. That’s one way continue the relationship with the entities we need.

  6. This is really the second article, of urs I checked out.
    Although I personally love this 1, “Is Print Media Dead or Becoming Better Today?
    | Marketing Strategy Expert” the very best.

    Thanks -Terence

  7. Great blog! Do you have any tips for aspiring writers? I’m hoping
    to start my own blog soon but I’m a little lost on everything.
    Would you advise starting with a free platform like WordPress or go
    for a paid option? There are so many options out there that I’m completely confused ..
    Any recommendations? Appreciate it!

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