Power of Print

We're Still Here: Media Buyers Keep the Print Faith

By: Steve Smith

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The magazine industry collectives may not want us to count ad pages anymore (or even ask about them), but surely they’re still here. For the last decade, print ad budgets seemed like an unlocked vault from which digital budgets could steal.

As we’ve covered every new digital channel—social, video, mobile and even rich media (remember that?), we routinely asked media buyers where they expected to reallocate funds from their zero-sum budgets. Depressingly, “print” was the first and almost gleeful reply from a new digerati who saw bloated page rates as the soft underbelly of ad budgets.

Alas, they were right.

Regardless, advertisers and agencies do retain faith in print as a medium—and especially in the print media brands that have built sometimes generations of trust with their readers that go beyond the page. We asked a couple buyers why they’re still here. In other words, why do they still believe in magazines?

Beyond Scale

“There are certain categories where print investment is still quite strong and delivering great programs and results for our clients,” Ginger Taylor White, EVP, Managing Director, Publishing Investment at Amplifi tells Folio:. “Specifically, CPG, food, pharma and auto brands continue to spend in print and are gaining positive ROIs.”

“We don’t consider print to be a reach play—we view it as an ideal opportunity to engage in contextually relevant content,” says Vanessa Watts, EVP of Media at Laughlin Constable. “For our clients, it’s all about context. “One of our healthcare clients is always involved in a local Chicago magazine ‘Top Doctors’ issue. For a different client, who is focused on brides and grooms, bridal magazines are essential to reach this consumer.”

Similarly, White is encouraged by publishers who are launching new titles like The Pioneer Woman and The Magnolia Journalthat are designed to reach audiences across channels. Each have shown that a new media brand can take root on non-print media like a blog or TV series and create new experiences in print.

The Analog Indulgence

In fact, it’s that longing for a less cluttered and more focused alternative to fragmented media that could be print’s best friend. In some sense, White indicates that magazines themselves and their reading experience are the counterpoint or cure for digital.

“Magazines are still that lean back, tangible indulgence,” she says. “For some it is aspirational and for others it is that time to take a deep dive into something they are passionate about. Regardless of what a magazine means to a reader, it’s time that a person takes for themselves.”

And it’s in that special mode of consumption that media buyers are still able to find a quality other media don’t quite provide. It all comes down to engagement, Watts says. “Readers are passionate about the magazine brands they choose to spend time with. Whether in print or digital formats—or even experiential opportunities— that passion comes through and brands can capitalize on having an engaged consumer to message to.”

And yet, the reality is that digital has changed expectations in all media. Print is being held accountable for its impact in an environment that calls a two-second impression of half of a banner ad’s pixels “viewable.” White says that measuring print is now all over the maps. “This is really on a client-by-client basis. Some clients rely on ROI to determine the impact of print, while others rely on MRI reach numbers and Starch data. For some clients we build out programs with specific KPIs and pre-and post-attitudinal studies to gauge success.”

Watts adds that this is one place where digital presence is most helpful to print. “With publishers providing more digital solutions—measurement becomes easier and more robust than say—typical Starch reporting. Obviously traditional methods of media mix modeling also help compare the impact of print with other channels.”

Exporting Trust Beyond the Page

It almost goes without saying now that the key to print media’s survival is not relying on print; or at least not on print alone.

“Diversification is key,” says Watts. “Publishers have to think beyond the page and offer opportunities to engage with readers digitally and in person. Think content, video and in person experiences. Consumers want to engage with brands beyond the glossy magazine. Publishers need to develop innovative solutions to do this and bring brands along for the ride.”

And it’s not just about being everywhere but, for advertisers at least, being a trusted companion on the consumer’s journey. “It isn’t about buying pages, but rather using the brand to speak to the consumer throughout the purchase funnel/behavioral journey,” says White.

And while diversification is critical, this common publishing strategy now more than ever requires editorial discipline applied from the top down.

“Publishers need to remember that they are still selling a brand that consumers trust,” She says. “They need to sell the value of aligning with their powerful brand and how they are able to engage with the consumer. Continue to look at the holistic brand and make sure you are talking to the consumers in a consistent editorial voice across all touchpoints.”


Author: Steve Smith

Source: foliomag.com URL: https://goo.gl/1MwNqR

The Future of Print Is Data-Driven & That Future Is Here

By: Patrick Henry

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Print technology has evolved, thanks to the growth of digital printing and data tools, which means print is becoming as personalized and relevant as online media.

Just how meaningful is print in what’s come to be called the world of “omnichannel” communications? To publishers and to brands that owe their success to direct mail and catalogs, the answer might seem too obvious to need repeating. However, that leaves all the other media and marketing professionals to whom the answer ought to be just as obvious, but isn’t.

The DigiPub Conference aims to provide the needed clarity by underscoring the role of data-driven print in both book and magazine publishing and in integrated marketing campaigns. At the inaugural event, publishing and marketing executives discussed how print is a powerful medium for capturing consumer attention, and how it can be enhanced and even personalized, thanks to online data and digital printing technology. The conference, hosted in New York City in November 2017, showcased how print media is evolving to become as responsive, customized, and engaging as the online world.

Data-Driven Print Improves Content Relevancy

The common theme of its general-session presentations and topical panel discussions was that with the help of data-driven print in the mix, publishers and brand owners can connect the online and offline behaviors of their audiences for the results they want.

“Data-driven print,” as described in an opening keynote to the general sessions by Denis Wilson, editorial director of Book Business and Publishing Executive, is responsive, demand-based, targeted, personalized, connected, and measurable.

These virtues, he said, are a riposte to the “noise” created by narratives that don’t take them properly into account. The faulty narratives have failed to note, for example, the embrace of printed catalogs by online retailers; and the fact that printed books have easily withstood competition from ebooks, which were once thought poised to claim half the book publishing market.

Books, catalogs, and other examples of “purposeful print” are attractive to consumers precisely because they are physical media, according to Wilson, who added that their appeal can be enhanced by making data an ingredient of their development. “If you can increase relevancy, you can increase engagement,” and that engagement can be monetized, he said.

Print vs. Digital Is the Wrong Question

An accurate narrative about the place of print can be found in the responses to a recent Target Marketing survey about marketing practices, said Nathan Safran, NAPCO Media’s director of research. The survey found, among other things, that print was the second largest budget allocation made by respondents in 2017; direct mail was the second most used method for customer acquisition and retention; and that direct mail delivered the second highest ROI.

Results like these, said Safran, tell us that “print versus digital is the wrong question:” what marketers should be trying to find out is where print fits best among the digital channels they are using.

Print Magazines Drive Consumer Purchasing

Linda Thomas Brooks, CEO, The Association of Magazine Media

Linda Thomas Brooks, CEO, The Association of Magazine Media

Today, magazine publishing consists of both, although attention usually is focused on the travails of the print side of the business. Linda Thomas Brooks, president and CEO of MPA, The Association of Magazine Media, acknowledged that the magazine industry is experiencing disruption. But, she said, “we never talk about the part of the business that’s good.”

The good news to spread is that magazine media build brands and sell products “in a transparent and safe environment with demonstrable results and more rigor to prove it than anyone else.” Magazines are unique in being able to brand and sell simultaneously, said Brooks; other media do one or the other, but not both.

What’s more, unlike “walled gardens” such as Google and Facebook that “grade their own homework,” magazines voluntarily submit to independent circulation audits and share those metrics of their effectiveness with advertisers.

Magazine-disparaging rhetoric ignores the reach of magazine media into consumers’ lives, Brooks declared. Nielsen data reveals, for example, that nothing on television - including "The Walking Dead" and Sunday night football - is seen by as many people as the top 10 magazines. The rhetoric also ignores the fact that unlike the kinds of unrequested digital media people find so intrusive, magazines are “invited” into homes through subscriptions and single-copy purchases.

As Brooks pointed out, “advertisers get to come along as the plus-one,” and being the guest of the guest in this way can be a smart investment. In reviewing return on ad spend (ROAS) in 1,400 client cases, Nielsen Catalina Solutions found that magazine media delivered a ROAS of $3.94 for every $1 spent on them - higher than digital display advertising, linear (live) TV, mobile, and digital video. In this sense, said Brooks, magazine advertising is underpriced when compared with other channels.

She also stressed the tactile appeal of magazines and the trust that consumers continue to place in them. The democratization of media has made people even more eager for expertly curated content from reliable sources, a public service that magazine media have always provided.

How Inkjet Is Changing Magazine, Catalog & Book Markets

Marco Boer, Vice President, IT Strategies

Marco Boer, Vice President, IT Strategies

Publishing retains its reputation and its “gravitas,” according to Marco Boer, vice president, IT Strategies, but it has also come under “huge financial pressure” that publishers can use digital technologies to help relieve. He reviewed the options for producers of books, catalogs, magazines, and direct mail, noting the opportunities that each segment has to print with better quality, efficiency, and economy.

The book market, he said, is “really stable,” with about 8% of its pages now printed digitally and twice that percentage of digital pages forecasted by 2020. The question is how to make it more profitable. Part of the answer, said Boer, lies in producing more books in color: about 10% of offset book units are printed in color, but they account for 33% of the value.

As book run lengths decline and the frequency of ordering increases, profit will come from turning book printing into a form of “agile manufacturing” that can adapt to the change in demand. Distribution inefficiencies have to be addressed as well. Up to 30% of all books printed are still shredded as unsold returns, said Boer, who also noted that “the slow boat from Asia doesn’t really work any more” for publishers that want to adopt data-driven production strategies.

Emerging, said Boer, are global networks for color book production in which “touchless processing” characterizes the workflow from order entry, content assembly, and logistics to distributed printing at a location close to the customer that placed the order. He said continuous-feed inkjet printing would be central to this model, although cut-sheet toner digital presses and offset lithography also could have their places in it.

Catalogs, in Boer’s view, remain highly relevant as “on-ramps” to the non-print shopping channels that consumers are now using. Offset continues to be the predominant process for this mostly high-volume application, but digital printing, with its unit-cost advantage in short runs, is made to order for the specialized vertical markets that catalog retailers also want to reach. Inkjet presses are getting better at printing on the kinds of paper stocks that catalogers like to use, Boer added.

Substrate compatibility is something that inkjet production will also have to offer magazines, whose declining circulations and changing formats are starting to make them candidates for the short-run economy of digital printing. Various methods for making coated offset stocks receptive to inkjet inks are available now, and new processes and consumables that serve the same purpose are on the way.

These solutions won’t establish themselves overnight. But in 10 years’ time, predicted Boer, the debate about inkjet’s suitability for magazines and catalogs will have ended, and offset will look less attractive than it does now as a process for printing them.

Direct mail, meanwhile, stands out as the sterling example of what digital printing can accomplish in the traditional channels. Inkjet, according to Boer, accounts for 30% of all direct mail pieces now produced. IT Strategies projects that inkjet’s share will be 50% by 2020.

Will inkjet make similar inroads into catalogs and magazines? That depends, said Boer, on how long it takes their publishers to realize that producing them “is no longer about print cost—it’s about value to the customer.” Once they see that, they’ll also see that they “can’t afford not to have digital print” as a manufacturing option.

How Brands Are Using Programmatic Direct Mail

Adam Solomon, Chief Product Officer, PebblePost

Adam Solomon, Chief Product Officer, PebblePost

Capping the general sessions was a report on data-driven print in action by Adam Solomon, chief product officer of PebblePost. The “golden age of digital” we find ourselves in, he said, is signaled by the fact that this year for the first time, spending on digital advertising exceeded the spend on TV advertising. At this rate, digital could eventually represent 50% of all advertising outlays.

But, the digital advertising chain is so dauntingly complex (“tech gone wild,” as Solomon put it) that the experience for consumers often turns out to be a poor one. This explains why they’re increasingly resorting to ad blockers and other remedies for pushing back against the overload.

Solomon said that programmatic direct mail, PebblePost’s specialty, offers marketers a result-getting alternative to bombarding consumers with digital-only messaging they won’t respond to. He compared its main ingredients, customer data and physical mail, to those of a famous peanut-butter-and-chocolate confection: delicious individually, but even more satisfying together.

PebblePost gathers “signals” of online shopping behavior and uses that information to dynamically create mailing pieces that correspond to whatever the shopper was doing at the time the signal was captured. Because the process is designed for very rapid turnaround, Solomon said, “today’s intent signal becomes tomorrow’s direct mail.”

A rules engine turns the signal into a “dynamic JPEG” that is ready to be digitally printed and placed into the next day’s mailstream. The “secret sauce,” according to Solomon, is PebblePost’s ability to match signals to surface addresses in a privacy-compliant way. PebblePost also uniquely codes the pieces to track and analyze conversion events—actions taken by addressees upon receipt of the pieces.

Done correctly, said Solomon, programmatic direct mail exceeds the sum of it parts in terms of the response it generates. To make the most of it, he advised marketers, “be fast, be nimble, and be iterative” with the possibilities it offers.


Author: Patrick Henry

Source: pubexec.com URL: https://goo.gl/JptDgb

Selling the Power of Print

By: Nancy O'Brien

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It seems like I fight an uphill battle with a handful of my clients who think print is dead.

I include print advertising, among many other things, in their proposal every year and then spend an hour explaining to them why keeping some presence in print in their media mix is a must.

They argue that print ads aren’t trackable, they don’t generate leads, it costs a fortune to design and place them, and no one under the age of 50 will ever see them.

“What’s the point of spending what little advertising money is allocated these days on an impossible medium to prove?” my 30-something clients like to ask.

The truth of the matter is that print ads are a very valuable part of almost every campaign.  Those who follow my blog posts know that I am a big advocate of a fully integrated advertising campaign that spreads the message to just about every medium a consumer could see it.  That’s called finding the buyer where they live.  Print is an integral part of that strategy.

Print is certainly not dead, but it is not for everyone.

Ironically, the benefits of print are more relevant today than ever. Here’s some of the reasons why:

  • Print ads last longer than a nano-second banner ad.  Sitting on a coffee table in a living room or an office lobby, a print magazine could keep delivering your advertising message for months or years.  It doesn’t disappear when you turn the page.
  • Ads in magazines and newspapers aren’t intrusive.  A person reads an article and somewhere on that page or the next is an ad.  It’s just there.  It doesn’t rotate, pop-up or expand.
  • Readers of print media are wrongly defined as over 50 but rightly described with longer attention spans.  They aren’t attracted to the fast-paced digital platform to read content but rather want the option to sit back, unplugged, and consume articles of interest.  With print ads you can target where you want your ad to appear (a section, a day of the week, near pertinent editorial) and your ad enjoys the leveraged credibility of the magazine brand, the primary reason the reader is reading it in the first place.

Selling print advertising still matters.

Our print magazines are our brand. Adding value with print ads is a unique and visible perk. Think inside the box for your magazine. Then make an offer your advertisers can’t refuse.


Author: Nancy O'Brien

Source: nichemediahq.com URL: https://goo.gl/dGD3rx