The Role of Print in an Electronic World

Graham PlantExecutive General ManagerPMP Digital & Pacific Micromarketing

“The digital revolution is far more significant than the invention of writing or even of printing.”

- Douglas Engelbart (American inventor, early computer and internet pioneer.)

iPads are ……. AWESOME!!!!

3 million sold in 80 days following launch 15 million sold in 9 months

But….there will always be a place for real Books

Retail and Mail Order Catalogues

On-line and Off-line work well together

A Case Study: “Jill” and “Jane”

• Online behaviour of two similar research panel members was recorded and examined in detail

“Jill”• Visitor to tesco.com • Female• Born 1961• £40,000 to £60,000 per year• Lives in South East

“Jane”• Visitor to tesco.com • Female• Born 1956• £40,000 to £60,000 per year• Lives in South East

Receives Catalogue

Does Not Receive Catalogue

‘comScore 2006 – ‘Passively recorded behavioural data

“Jill” who receives catalogues spent £350 online while “Jane” spent only £75 online

Jan. Feb. Mar. Apr. May. Jun. 2006

“Jill”

“Jane”

No Catalogue

Catalogue

3 visit90

pages

50 mins

5 visit23

pages

13 mins

4 visits40

pages

23 mins

2 visit57

pages

31 mins

1 visit5 pages6 mins

Jan – Jun Total15 visits212 pages118 mins

Jan – Jun Total2 visit22 pages21 mins

6 Purchases£350 Spent

1 Purchase£75 Spent

‘comScore 2006 – ‘Passively recorded behavioural data

1 visit17

pages

15 mins

1 visit2 pages1 mins

Magazines and Newspapers

Digital and Off-line Connect

7 Ways Print Magazines Are Using Social Media to Engage Readers

1. Curating Content2. Expanding Editorial Content3. Offering Expertise in Real Time4. Catalyzing Connections5. Leveraging Influence6. Extending the Editorial Experience7. Monetizing Social Media

Source: http://mashable.com/2011/02/09/social-media-magazines/

Print Advertising

Direct Mail

Social Networking = Word of Mouth

How does Social Media impact on print?

143,541 Books on Social Media (Amazon April 2011)

The customer drives the channel

Multi-channel marketing

program & ROI

Consumer insight

Customer

& Data

analysis

“what” your customers buy (and don’t)“when” your customers buy (and don’t )

“how” they buy“where” they buy

Understand “why” your customer buys

Consumer insights drive multi-channel marketing decisions and investment.

Print works best when connected

• Know the consumer• Consistency in content and style• Keep the on-line and off-line connected• Use on-line to attract new customers• Make it relevant to the audience

And Finally• Electronic media does not have to replace print• Print needs to embrace new channels to extend its value

and its reach.

“We’re not in the business of keeping the media companies alive. We’re in the business of connecting

with consumers.”

- Trevor Edwards, Vice President, Global Brand & Category Management, NikeOctober 2007