Can the runway save the magazine?
Last week, Lee commented on how this fall’s fashion titles such as Glamour and Vogue are boosting ad revenue and helping the print industry to thrive. A large part of this success was due to the connection between digital and print mediums, maximizing the use for both sources.
Glamour successfully increased revenue by requiring those who bought space on the iPad application to also invest in the print version. Taking this link one step further, mobile barcodes are now being used to bring the reader straight from the magazine to online, without even flipping a page!
If a reader needs further clarification about something they are reading, they can simply scan the printed content with their smartphones, bringing readers to a slew of whitepapers, webinars, videos, etc. that will provide more details to the story. Unique barcodes are included in these specialized books to provide this link to online content.
This new development is another example of successful cross-media in action; here, print and digital communications are working together to provide readers the opportunity to select the channels they prefer. Digital content adds support to printed documents by allowing the reader to connect with the information on the web, not just the information on the page. Remember when you used to highlight the words that you needed to look up? Those days are long gone!
While many of us prefer to hold magazines, books and other documents in our hands, the limitations of this medium don’t allow for easy revisions. Digital links can offer updates and additional changes that may occur following the publishing date. This way, should the content change, readers can receive these updates online. Historically, while digital content was driven from print, the tables may be turning. These cross-media solutions provide a good way to further develop the relationship between print and digital mediums, allowing both resources to flourish.
Technology never ceases to create ways in which content can be available at all times, without having to compromise traditional forms such as print. People are starting to realize the relevance that both methods can have in our society, and that print and digital should work together, rather than against each other, to create strong cross-channel communications.
Have you or your customers considered using similar tactics to integrate more closely online and offline communications? If so, please share your findings!
Category: From the Desk of...
