The Role of Print in a Digital Age

THE ROLE OF PRINT IN A DIGITAL AGE

2WE 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.

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THIS HAS HAD A CLEAR EFFECT ON PRINT MEDIA

4TIME SPENT WITH PRINT IS IN DECLINE

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% 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.

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Internet Ad = $43 BMobile Ad = $7.1 B

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Newspaper Advertising Revenue Adjusted for Inflation, 1950 to 2012

Source: Newspaper Association of America

PRINT REVENUES HAVE FALLEN SHARPLY

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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

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PRINT IS DEAD

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PRINT IS DEAD

SORT OF…

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THERE ARE SIGNS OF LIFETHERE ARE SIGNS OF LIFE

10SIGNS OF LIFE: WEEKEND EDITIONS

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Publications like The New York Times Magazine

enhance the leisurely reading experience of weekend

newspapers.

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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/

1212WEEKEND EDITIONS IN CALIFORNIA

The California Sunday Magazine, distributed via

weekend newspapers, just launched to overwhelmingly

positive response.

1313SIGNS OF LIFE: PRINT ON DEMAND

Services like Blurb, Lulu and Artifact Uprising let people

design and publish their very own print publications.

1414THE 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.

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Magazines like Monocle can cost anywhere from $10-$40

and blur the boundaries between book and magazine.

SIGNS OF LIFE: BOOKAZINES

1616PREMIUM 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

1717AND 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.

1818SIGNS OF LIFE: PRINT CATALOGS

Retailers like JCPenney, Bonobos and J.Crew are

investing in print because customers that receive catalogs spend more.

19SIGNS OF LIFE: LUXURY EDITORIAL

In China’s booming luxury market, magazines like Vogue are increasing in size thanks

to advertiser demand.

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WHAT IS GOING ON?

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“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

2222THE CHANGING PRINT LANDSCAPE

In the past, when media economics celebrated mass, the landscape took on the

shape of a bell curve.

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Today, the Internet has created the long tail and a print landscape that looks much more like a barbell.

THE CHANGING PRINT LANDSCAPE

2424BUT 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

2525OUR 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

2626PRINT’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

No longer a go-to method for distribution, print has found a

new role: delivering tactile and immersive experiences that tap into luxury values.

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TIMELESSNESSLEISURE PERSONALIZATION

PRINT’S ROLE: FROM UTILITARIAN TO EXPERIENTIAL

SO WHAT DOES THIS MEAN FOR BRANDS?

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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.

30AIRBNB’S PINEAPPLE DOES JUST THAT

Airbnb recently launched Pineapple, a print magazine powered by its community.

31SETTING THE TONE THROUGH IMAGERY

The magazine effectively repositions the company as a

travel and lifestyle brand through stories and visuals.

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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.

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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.

34REACH EXISTING COMMUNITIES

Monocle’s in-house team helped Lexus craft and distribute content to an

audience of new affluents.

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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.

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NEW TOOLS…

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GIVE US NEW POWERS…

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AND NEW WAYS TO

INTERACT WITH THE WORLD

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THANK YOU

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TELEPHONE: 718.395.7934

41IMAGE SOURCES

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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/