Next for print media – integrate, integrate, and integrate

Many large and small newspapers and magazines have made this move in recent years. For print media such as newspapers and magazines, the biggest challenge in the next few years will be to monetize their print editions effectively and stay relevant to their current subscribers, while at the same time engaging with younger consumers. Mobile can help print media owners to achieve these goals.

Print media still plays a huge role in advertising particularly when it comes to raising brand awareness. Print is able to work alone, but when combined with other media can be used to create powerful, dynamic and effective multimedia marketing campaigns. For some, print media, due to their permanence, also have greater level of credibility than digital channels.  

I’ve always been a firm believer in the need for advertisers to integrate mobile across different media for the most punch – driving engagement and reaching target marketing objectives. The best campaigns are those which are created to work across different touch points, enriching the user experience. Advertisers are also beginning to approach their marketing campaigns from a mobile standpoint.

The time is ripe for print media integrate more actively with mobile. While having digital editions is an important first step, providing value-added content on mobile is key.  I’m glad to see that a number of newspapers in the region such as The Star (Malaysia), Eleven Media (Myanmar), Philippine Daily Inquirer, China Daily Asia Weekly, The Edge (Singapore), Kompas (Indonesia), The Jakarta Post (Indonesia), and the Nation Group (Thailand) are taking the lead in incorporating mobile content and features. iSnap, an app developed by Knorex in Singapore, is enabling them to do so.

The app allows readers to scan newspaper stories, marked with the iSnap icon in order to get additional content. 3D images, videos, and product catalogues can be viewed directly on the consumer’s mobile device. The app makes use of image recognition and augmented reality technologies to provide content on the go. Incorporating it into their print editions is allowing newspapers to engage with their audience and also generate more advertising revenue to support their operations.

More such initiatives to incorporate print with mobile content are the way forward. Research on media consumption patterns has already shown us that engagement levels increase manifold when interactive digital and visual content such as videos and infograhics are incorporated into marketing messages.  The same can also breathe new life into print.