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December 28, 2011, 5:20 am UTC
The biggest change when it comes to social media and the print publication, will not be any app, but something entirely unexpected.
As the year comes to an end and another begins, winds of change are blowing all over. And while analysts are trying to catch and contextualize them for you, the real changes will often miss your typical analyst bred on cliché. Want proof, read on.
One of the biggest changes that will come will be in advertising. 2012 will be like no other in the history of advertising. But you already know that, don’t you? So, what’s new, you’d ask? Well the new is something very interesting.
Till 2011 social media was the force for businesses to drive an audience towards and intended target. That will obviously continue in 2012. Yet one thing that will gradually change is the business of advertising on traditional media.
Over the years, traditional media has been adapting to new media, specifically social media. Yet, it is in 2011 that a real change in trend has been observed.
Print advertising in 2011 finally broke through its barriers and expanded its horizons like it never had in it’s over two centuries of existence. The word that simply defines it is, ‘interaction’. Before 2011 print advertising was one sided i.e. the advertiser put out its ad and you, the audience, were expected to take it or leave it. Not so in 2011 where the iPad changed the entire business of print media and its advertising.
On the iPad you could not only read magazines but you had devices that allowed you to do much more. You could interact with not just your magazine, but also the ads on it.
It is common knowledge today that the print medium is facing a crisis of existence. And unlike individuals, the crisis is not caused by something internal, but something external. The internet has made content almost free for everyone. But we all know that good content takes a lot of money to create. Over the last few years the print media has found it hard to find the money to create the content that they have been so famed for. The reason is that the moment they’d put something on the internet, thanks to social media it would spread throughout the world thus negating the need to ‘buy’ and thus pay to read the content. This ‘freedom’ or the ‘freeness’ to read something anytime anywhere, almost killed the print medium i.e. till the time a device came that promises to change it fortunes.
The iPad with its size finally provided the print media a real device that made the publication feel true to its original spirit. The world wide web killed any sense of design, but the iPad helped retain this sense of aesthetics, the carefully designed ‘breathing space’ between words and lines and paragraphs. Yet, there was another development that helped print media transform better. And that was social media.
With social media it became easier to connect and communicate with people beyond the confines of global boundaries. With regards to the print media, it made it easy for people to share an article they read with the world. Yet, this did not mean that the publication recovered the money that it spent on an article.
But it did begin recovering money when it made its ads interactive, sometimes more than the ads one sees on TV. Though the physical ad was two dimensional, the social media link at the end of it ensured that everyone who was interested in interacting more with the brand, could do so. This revolutionized print advertising in 2011 and in 2012, it will become a trend.
Thus the actual physical publication of any magazine or newspaper will merely become an excuse to drive traffic to either their iPad edition or their online avatar. Having tied up with brands from ads on these devices delivered through their publication, it is here that their actual money will come and not from stale one dimensional advertisement on their actual print publications.
The print publication, beginning 2012, will become just be an excuse to drive traffic to the iPad or online edition of the magazine where the real revenue would lie for the publication. And this is the single biggest change into the publication industry since the invention of the printing press by monsieur Gutenberg.
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