Engineering the consequence

The end of printing as we know it

Kategória: egyebek, semleges karma — Zsee at 9:17 du. on Vasárnap, április 22, 2007

Íme a reklámos cikk első változata:

Print 2.0: The end of printing as we know it

Arthur Sulzberger, the owner and chairman of the New York Times said in February that he really didn’t know whether they would be printing the New York Time in five years, and he also added that he really didn’t care either. According to the scenario, the New York Times is in transition to the Internet, and they are ready to stop printing the paper one day in the future.
Recent trends in European advertising reflect the same transition. In 2006 the percentage of printed advertisements fell significantly, and market players expect a rise in the future percentages of interactive and electronic advertisements.

In this year’s DDV (German Direct Marketing Association) and ADC (Art Directors’ Club) awards in Berlin there were strong signs that the traditional printed media and direct advertising by white mail is on the decline, while integrated campaigns and viral marketing projects are on the rise. The agencies representing the advertising and marketing sector reported a significant rise in their revenues, achieved with a constant number of staff. The number of works submitted for both awards reached a new record this year: a total of 7,875 creations competed for the ADC awards, which is almost a 25% rise on last year, while 728 applications were submitted to the DDV awards, representing a sensational 44% increase.

As a result of recent developments in the field of printed media, the overall number of copies sold is lower, but the number of publications is increasing steadily. The primary source of information for the new generation is the internet, but there is constant demand for high quality specialist publications. Hence the name Print 2.0, which was the headline of Beef magazine’s special edition for the ADC awards. The printed media must reposition itself, newspapers should also focus on visual appearance, not only their content. “Reading newspapers must be sexy again”, said Delle Krause, creative director of Ogilvy & Mather.

As the Internet is increasingly becoming a new habitat for advertising, this year has seen the introduction of the viral film category for the first time at the ADC. The biggest viral marketing success in Germany was the “Ron Hammer” stunt by the Heimat agency, for Hornbach Baumarkt AG. The campaign started with a viral film published on youtube about a motorcycle driver, who defies death with his uber-dangerous shows. Publishing advertisement movies on the Internet is getting more common; such was the case for the “Crashtest” spot made for Renault, a rather unusual ad focusing on car safety. Blogs have also received wide recognition; Volkswagen’s Horst Schlammer blog was a big success. In connection with the Web 2.0 mania, low-budget productions are on the rise, as the web is a great opportunity to implement great ideas cost-efficiently. On the other hand, the cheap look is sometimes a disguise, as it adds an additional layer of credibility.

Overall, Internet-based marketing is on the rise, but printing, white mail and TV still generate most of the business. However, taking the trends and the new generation’s changing media consumption habits into account, the Internet will take over third place from printed media, surpassed only by TV and radio. In the long run, given the digital convergence of electronic media, the Internet will play a key role in the advertising market, while printed media will be repositioned.

Nincsenek megjegyzések »

Nincsenek még megjegyzések.

RSS hírcsatorna a bejegyzéshez kapcsolódó megjegyzésekről. TrackBack URI

Mondd el a véleményedet!

XHTML: You can use these tags: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <strike> <strong>