In my practical piece for this module I created a interactive zine to showcase how tech such as an apps can be used to enhance a readers experience and attract a larger audience. I chose to use interactive content as primary research showed 79.3% of participants in my survey would be more interested in a magazine which used interactive content. The zine also demonstrates how this could work for adverts, as well as being an example of how magazines can be produced much easier in the digital era, which is a great thing as it allows much more than just designers to experiment with editorial design. The zine is created to follow a simple modernist style to make everything easy to read and follow, Its only 8 pages each using a 4 by 4 grid for layout. The size chosen is so it can fit onto 2 sheets of a4 to keeps produce costs down, but by using 200gsm matt paper still creates a premium feel. The content is taken from its nice that and the front covers are a attribute to some of the most iconic magazine covers, to represent the power of magazine covers. As research showed a fall within advertisers investing into magazines and newspapers I wanted to show new ways magazines could look at using adverts in the future to bring in new advertising revenue. As well as this I wanted to show what publication could do alongside digital and how this could be a direction more magazines start to go in the future. However after producing this piece I learnt there are downfalls to interactive content one being price, as It was £30 for 30 days this would result in a more expensive magazine which could in turn push up retail prices. Consumers may not be willing to pay extra, it also makes it a much harder option for small publishers. In addition to this my primary research found not a lot of people owned the app layar which I used for the interactive content. Another thing is It takes away from the print, My research showed that people enjoy print for being print, Tangibility is key something you don’t get when using layar. However this is in relation to the image show reel other aspects such as the links could be extremely attractive to readers or advertisers. It has the possibility to be applied to lots of different print media for example it would work great in a clothing catalogue. Another aspect I thought it was great in was for advertising and is definitely a direction I think we will be seeing print adverts going in the near future. The possibility’s for this could be endless this is why I created a snap chat concept version to show how the augmented reality could be adapted with apps more people use. Overall I wanted to show print can adapt to digital a argument of mine throughout my essay.
Tuesday, 26 April 2016
Sunday, 24 April 2016
Interactive adverting methods
Using interactive advertising to boost customer interaction
Interactive marketing between business and consumers is fast becoming the be-all and end-all of successful customer acquisition and retention. Companies must offer an element of surprise to set themselves apart from their competitors. There are various ways to accomplish this.
QR codes
QR codes are a development of the traditional barcode. Data is presented in binary form through a square matrix consisting of black and white dots. Today, virtually all mobile phones are able to read these codes with their built-in camera. Phone users can scan the codes which often lead to a company website or microsite.
This offers an opportunity to integrate additional content in your regular advertisements in a simple and cost-effective way. The majority of codes lead direct to the company website or microsite. However, you can also direct visitors to content that compliments your advert. For instance, if you are advertising holiday packages, you could create a code leading visitors to a microsite with travel tips.
Augmented reality
Augmented reality (AR) is defined as the computer-generated enhancement of the perception of reality. The most widespread form of this is the practice of ‘touching-up’ digital images, but it can also be a means of encouraging customers to interact with your business.
A great example of this involves a well-known German car manufacturer which launched a print advertising campaign to showcase their latest model. Using an app, prospective customers could hold their phone over the ad and watch how the car responded to real-world driving conditions.
Through AR, the consumer interacts directly with the brand or product. Augmented Reality presents another level of customer interaction and breaks down the barrier between consumer and business. Used well, they can prompt consumers to share via social media which further enhancing brand awareness.
Mobile applications
Mobile apps are programs written specifically for mobile devices such as smartphones or tablets. These may be simple references to a company’s website that have been optimised for mobile access. However, there are also more complex apps available which, until a few years ago, were reserved for the owners of gaming consoles or PCs.
It is vital to ensure that if you choose to advertise via an app, that the advert itself does not become intrusive. Some of the best apps present advertising in a subtle way to the extent that users hardly notice they are interacting with advertising. So-called ‘gamification’ is one way of achieving this. Gamification uses game-mechanics to turn non-gaming experiences into fun, interactive activities for users. A game in which the company mascot is the main character, for example, is a simplistic example of this.
Simple and effective
All of the measures listed above are relatively simple to roll out, depending on budget. Least expensive to implement are the QR codes, which also require no expert knowledge. Apps and AR are considerably more costly by comparison, especially as they require at least basic programming knowledge. Moreover, companies often also need the assistance of external design and programming teams for AR advertising. However, the customer-reach and influence of AR far surpass that provided by traditional advertising.
Survey on interative content.
This a survey I conducted to gain a better understanding of how people felt towards interactive content. What I found was a it was appealing to a79.3% of peers who took part in the survey however only 41.4 % would actually use it if they needed to download an app. Which shows there is a intrest within interactive ads but this doesn't nesscarly meaning consumers will actually use them. Again as my surveys are taking by mainly students at leeds college of art I am only really assessing students between the ages of 18-21 so this research is not full proff as results are only coming from a certain demographic. However on the other hand it is a demographic who are quite likley to be engaging with print. A slightly larger audience said they yes or maybe to suing the interactive content if they already an app which worked with in, It then goes on to show that a much larger audience owned apps such as facebook, snapchat and instagram This is something I will take into consideration when producing a interactive advert. Final I found more people would be interesting if there content had interactive aspect however I also should of asked would they pay extra for such content as it costs more to produce interactive content. Another error I found with my survey is two questions are missing a maybe which should run through as some questions relate to eachother.
Saturday, 23 April 2016
Essay Progression & feedback
Feedback for my essay was mainly to have more supported points I fixed this by doing more research and finding state and figures which supported my Points. I also correct parts which didn't make sense and spelling mistake.
First Draft
Within our forever progressing digital age where new technologies are appearing more and more frequently. There has been raising concern it will be the demise of print, This is due to exaggerated stigmas around the topic. When in reality this is not the case, although we are currently going through a digital revolution which has attributed to disruption and change within certain segments of the print industry. Print as a whole seems to be adapting and evolving alongside the digital revolution. In this thesis I will look at the different roles of print within the ever growing digital age. To understand print as a whole we have to look at it from the start the print age began in 1450 with the introduction of the printing press which was the key tech that moved us into the print era. As these processes progressed they began to become cheaper this cheaper more advanced forms of printing lead to the rise of newspapers and magazines in the form of print media. Then eventually we entered the digital age, the development of fibre-optic cables and code where key advances that made the digital age big part of society. further development around the 1990 of internet browsers and coding created the world wide web, which is now used a lot for online media which some worry is taking away from print media. To understand first why it has been thought that print is dying we first have to look at the changes brought by new technologies. The introduction of the e-book and online newspapers, these sources have made it difficult for publishers however they seem to be now working along side this is something i shall be discussing further. Then we have the introduction of social media platforms another which has shifted the way we get our news and other sources of info, this has had dramatic effects on journalism and printed newspapers I shall also be discussing this further. Finally you have to look at advertisement how a strong online presence has changed the way advertisers want there ads paying for them mainly to be online this has lead to a need for new business models within industry such as magazines and newspapers I will be examining how this is not all a bad thing for some and how its also maybe not the best solution for the advertisers themselves.
Books where the first mass medium, according to (A Primer on Communication Studies) between 1450 and 1500, 20 million books had been printing. By the 1600s this number had risen to 200 million. Showing there was a clear demand. This demand counted to grow and most recent Census data showed that revenues within the book industry are still high. “These numbers show that the book industry is till generating much revenue, but books, like other forms of media, have had to adapt to changing market forces and technologies.” . One way things have changed is the shift within purchase as books are now very easily obtainable online and usually for cheaper due to lower costs at the distribution side. this has led to a dramatic decline within book stores. To adapt publishers have had to turn to the e-book however this leaves the books at risk of reproduction and ‘pirating’ …..’In 2011, for the first time, e-books became the number one format for adult fiction and young adult titles, surpassing print Andi Sporkin, “Bookstats 2012 Highlights,” Association of American Publishers, July 18, 2012, accessed September 20, 2012, http://www.publishers.org/press/74.'(A Primer on Communication Studies) I think this shows than e-books are progressing and there is a possibility that they could sucrose traditional print books, however you do need to consider that adult fiction tends to be slightly taboo in the sense people do not like to be seen with it in public as they may feel embarrassed. This is where the e-book comes into play as people cant see what your reading. Print seems to have adapted in others ways to technology also in forms of interactive books which combine both physical experiences with digitals one’s. Children’s books are another area where we are seeing this. This Innovation is allowing children books to create a more enhanced learning experience which will let children engage much more easily, particularly within children with learning difficulties who may struggle to focus. One company which is doing this is Engage Lab with there Bridging Book. ‘Bridging Book is a children's mixed-media picture-book that blurs the line between printed and electronic books.’ (website) It is a new book which integrates technology within its approach at teaching and telling stories for children. It is used in conjunction with a tablet or smart phone, a increase of these applicants in households has made this possible. This shows that print is adapting to new technologies within the digital age to create more unique experiences which involve the two.
In Ruth Jamieson book (Print is Dead. Long Live print, pp 7- 9) ruth suggests the evolution of print. She speaks of a form of print dying while a new industry is evolving, this is the ‘indie industry’. This push of the indie industry was necessary for print to strive further as an increasing use of the world wide web was beginning to make magazine less needed. This is because the internet now makes information so widely accessible. Majority’s who in the past would get there information from magazines, can now be kept up to date through the internet. However this has made way for a new breed of print one which revolves around the readers not the advertisers, ‘a new generation of independent mags, which tend to be niche, largely ad free, ideas led, design focused and reader funded; (ruth, pp 7). This shows Magazines are now becoming fuelled by reader ship as advertisers are being dropped from the equation due to the internet being a much more versatile way of advertising. This has resulted in upheaval of independent magazines being created with design in mind, It has created a system where people are creating from there passion of hobby’s and interests. There are currently more magazine titles than ever. ‘Numbers have grown from 2,000 print magazines in 1980, versus today’s 10,000’ (Samir “Mr. Magazine” Husni). Where mass market magazine’s are failing in this digital age independent mags are flourishing, they are using the digital age to there advantage ‘It seems that the internet is helping independent publications as much as its killing big publishing groups’ (Omar Sosa, pp 140). Print most coincide with the digital age to progress by using the internet to create experience for readers which can not be created with just the print and vice verser. Advances in technology help with ‘ The fundamentals tasks of putting a magazine together, such as finding suppliers, wooing contributors, getting it printed, connecting with retailers and collecting subscription,’ The industry is changing, technology is giving publishers opportunities to do things differently arguable more easily and efficiently. The increasing use of social media has made it easier than ever to reach consumers. Publishers can now sell much more than just a magazine they can sell a lifestyle, this engages customers in much more depth, it makes them apart of whats happening. Its about giving reader more than just a magazine, its giving them a way of life which in turn is giving the publishers themselves a progressively stronger brand image. Print advertising is down 10% of previous years from an article by Megan la measurer (Independent magazine and the rejuvenation of print). She discusses how large focus on online output has lead attention away from the rising number of independent magazines hitting the shelves. It talks of the more well established mags such as Vice, Frankie and Yen as well as the smaller niche markets such as tattoo culture, gay culture, skate Culture. The point she seems to be trying to make is although people may be talking as if print is dead, it is really far from it ‘more people are making magazines than ever before’ This is due to the digital age in a variety of ways one being it is easier than ever for people to create there own mag, this is because so many people have access computers and industry standard software is easier than ever to obtain and use. The introduction of social media has helped magazines communicate with readers to a much more personal level it also helps find a wider demographic from all over the world for near to nothing. There is also the simple fact people still want transitional means of print something which they can hold, through quality content, design and stock the industry is creating something for people to cherish. An example of this would be ikea’s new catalog advert ‘experience the power of a bookbook’. To begin they have used the power of the internet to reach a far larger audience than before posting the video up to a variety of social media website. Secondly it is pointing out all the brilliant quality’s of a transition publication that we loss or lessen through an e-book or in this instance e-catalog. As well as this it re-informs consumers of these qualities which are lost within digital.
The digital age has created a market for people who don't want something cheap and quick they want something meaningful and of high quality that will stand the test of time, Independent magazines are now using this to there advantage focusing on what print can do best and creating experience’s the internet can not. This era of long lasting magazines shows a cultural shift for the good a new more sustainable stream of publishing. ‘The magazine is no longer an expensive way to share information. instead, its an affordable way to mass produce a beautiful object’ (Jamieson 2015). We are moving away from old distribution methods to a new more sustainable means of distribution one which does not involve over producing magazines then pulping. New distribution methods influence the creation of timeless content, sold independently or using a selection of hand picked stores. Jody Daunton of another escape (pp, 148) aims ‘for a life on the shelf, not a shelf life’. This is showing publications are no longer going for quick info as this can now be produced by the internet. There has been a shift in thinking and as ruth is pointing out the industry is changing. When looking in relations to my question id say the role of print in digital age is to adapt to changes and progress within the digital age. We are creating more sustainable content for the love of print, Its created an industry for people to produce something they are passionate about and love. (ruth pp, 8) ‘These magazine makers aren't just creative - they are entrepreneurs, and they are reinventing an industry. This is examples of how print adapting to the digital revolution has had a good impact on society and the way people think, turning something which was not commonly see as a leisure item into a leisure item.
‘In 2013, total revenue within the newspaper industry decreased by 2.6 percent’ (Tess Saperstein, 2014) Saperstein suggests news papers tried to adapt by creating short stories and focusing on pop culture which targeted younger audience’s this resulted in a decline within the news quality, which in turn was not successful. An example of how newspapers have adapted would be Washington post who had Amazon founder Jeff Bezos purchase the newspaper, They approached him due to his knowledge within the internet and technology. ‘Businesses are unlikely to buy print advertisements because print readership has been declining so rapidly’. Meaning there business model was failing Jeff Bezos changed this turning the whole paper digital and having it free something many online papers still do not do. (Gentzkow ) argues on the other hand that the popularity of newspapers had began to decrease from 1980 - 1995, these numbers have dropped at the same rate ever since "People have not stopped reading newspapers because of the Internet,” suggesting the internet was not the core reason. Even so due to a large online presence newspapers are turning to the internet to save the industry. ‘News organisations have repeatedly dictated that the future of journalism is bleak.’(Saperstein, 2014) This is a down fall to the digital age as it is so easily available to anyone to blog, tweet etc about ‘news’ it is creating a herd of people reporting on issues not actual news it begins to blur the lines between journalism and just a every day blogger. This has then ultimately resulted in journalists being made redundant. However saperstain argues ‘the demand for in depth reporting remains the same’ This is proven to be true by independent magazine Delayed gratification who have introduced slow journalism. Slow journalism is a form of reporting which takes time to write about the situations over a series of months rather than traditional fast journalism which misses important facts and statistics sometimes leading to a warped image of the story. Delayed Gratification holds high production values and great design, they aim to create something which stays relevant for much longer beyond its time. Co founder rob orchard described it as ‘slow mag of fast history’. Not only is timeless content being produced but is is also giving people the correct information rather than just super quick information which tell readers whats happening in real time but not what it mean. This form of journalism is also creating jobs for journalists rather than sacking them suggesting there is a role for journalists within the digital age through print media. It shows there is still a needs for in-depth real news, newspapers seem to be trying hard to adapt yet are not fully succeeding whereas slow journalism is succeeding. Not to mention the sustainable aspects of this type of journalism.
The main reason around the reduction within print media seems to be due to advertisement as numbers begin to drop and go towards digital means, advertisers begin to pull out leaving print media with a limited ways of coming up with revenue. Advertisers swear by online but how effect is it really? ‘when asked how much trust they attach to advertising in the various media, consumers gave magazines and newspapers a score of 63%, TV 41% and Internet 25%’ ( Print Power 04/03/2013) according to print power traditional media such as direct mail also out scored social media and the internet in relation to trust. This says a lot about how people feel about online advertising when 90% of consumers value addressed and non-addressed mail above social media. It shows although less may read the advert is it still more powerful and effective. yet advertiser still are pouring all resources into digital media when consumers don't actually trust digital advertising ‘A recent survey from Ablock Plus, a browser add-on to block online ads, showed that 95% of consumers don’t trust online advertising’ (powerpoint) shows advertisers benefit from consumer trust in print media because it results in a more positive evaluation of advertising. There is also the connotations of print being more expensive An article from (Gentzkow) suggests advertisers are actually paying more to advertise online, “This perception that online ads are cheaper to buy is all about people quoting things in units that are not comparable to each other -- doing apples-to-oranges comparisons,” He states that by comparing the amount of time people spend on the adds it showed that the price of attention is actually higher online than within news paper.
The digital age has has undeniable impacts within print media. It has disturbed the means of production, advertisement and how its consumed. These changes are not all negative because they have pushed print to adapt. This adapting has been the key to survival for print media and for good reason to. Change in advertisement revenue has lead to a remodel of magazines business model. One which now revolves around the readership rather than advertisers, this change has lead to a thrive within the indie industries with constant new magazines opening up shop. Books and newspapers have had to bare the of cordon of e-books and online papers. This has resulted in a decline within revenues, although not completely ruined them, people still want print research showed that print materials are still treasured and used for leisure. Newspapers are also still preferred to digital media although digital is easier and faster, the trust within psychical reading is much stronger than within digital. The balance between the two for newspapers is still complicated yet this is expected and a part of the evolution all print is going through to fit into the digital age. The digital age has brought a new tide but Print is adapting, It is still heavily used and wanted within this digital age. In an era there our lives move at a forever increase pace, there will always be a need for print that is slower and holds more substance.
Bibliography
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Beyond, Print's. "Print's Not Dead: Print Marketing Will Thrive In 2014 And Beyond". MarketingProfs. N.p.,
Bushak, Lecia. "Why We Should All Start Reading Paper Books Again". Medical Daily. N.p., 2015.
Engagelab.org,. "Bridging Book - Engagelab". N.p., 2016.
fipp.com,. "‘How To Do Print In The Digital Age’". N.p., 2016.
GENTZKOW, MATTHEW MATTHEW. Valuing New Goods In A Model With Complementarity: Online Newspapers. 1st ed.
Harkaway, Nick. "Paper Vs Digital Reading Is An Exhausted Debate". the Guardian. N.p., 2014.
Jamieson, Ruth, and Amy Currell. Print Is Dead, Long Live Print. Munich: Prestel Verlag, 2015. Print.
Leslie, Jeremy. The Modern Magazine. Print.
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One, Century. "Don’T Underestimate Print In The Digital Age". Century One Publishing Ltd. N.p., 2014.
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Saperstein, Tess. "The Future Of Print: Newspapers Struggle To Survive In The Age Of Technology - Harvard Political Review". Harvard Political Review. N.p., 2016.
ScienceDaily,. "Internet Not Responsible For Dying Newspapers, New Study Finds". N.p., 2016.
Thompson, John B. Books In The Digital Age. Cambridge, U.K.: Polity Press, 2005. Print.
Walking the Line...,. "INDEPENDENT MAGAZINES". N.p., 2012.
Taking a closer look at print
(some research suggesting print began to die) Within our forever progressing digital age where new technologies are appearing more and more frequently. There has been raising concern that the need for print is reducing, This sense of worry has generally come from the fall of some newspapers such as Newsweeks. Although the digital age has attributed to disruption and change within certain segments of the print industry, Print is mainly learning to adapt and evolve alongside digital. In this thesis I will look at how print has adapted to our ever changing world of technology where a large majority of our information is now consumed through the internet. From the start of the print era till present day printing has become more and more affordable this lead to the rise of newspapers and magazines. Print has declined mainly due to advertisers dropping print for online advertising I will talk about how industry have be invented to get around this and how adverts still have future within print by adapting to new technologies. The introduction of the e-book and online newspapers, have made it difficult for publishers because of the affordability as well as the downloadability because of this more people are inclined to download a new book for free rather than pay for the hard copy. Then we have the introduction of social media platforms this has shifted the way we get our news, this has had an impact on journalist and printed newspapers I shall also be discussing this further. Finally I will look at how a strong online presence has changed the way advertisers want there ads.
Looking at books within the digital era, there has been a rise in the use of e-books and audio books ‘The percentage of adults who read an e-book in the past year has risen to 28%, up from 23% at the end of 2012.’ this is most likely due to a rise in the of tablets and e readers, A survey in 2014 shows 42% of adults own a tablet of some kind thats up from 34% in 2013. We can see this same pattern in e-readers which are up from 24% to 32%. However print is still the go to source for readers when it comes to books with 69% reading print and only 28% reading e book, and out of that 28% only 4% read e-books only with the rest reading printed aswell. This shows such that there is still a demand for print book however It does also show us that the popularity of ebooks is rising whereas printed books have dropped since 2011 by 2%. This suggests that publishers are going to have to learnt to adapt in the future. (Kathryn Zickuhrk and Lee Rainie, 2014, 16) Although there are downfalls to ebooks such as risks of reproduction and pirating. In 2011, for the first time, e-books became the number one format for adult fiction and young adult titles, surpassing print Andi Sporkin, “Bookstats 2012 Highlights,”(Andy Schmitz 2012, 29) Another way which books have used technology to adapt, is in the form of augmented reality to create interactive books which combine both physical experiences with digitals one’s. An example of this being used is in children books. One company which is doing this is Engage Lab. ‘Bridging Book is a children's mixed-media picture-book that blurs the lines between printed and electronic books.’ ("Bridging Book - Engagelab") It is a new book which integrates technology within its approach at teaching and telling stories for children. The use of technology such as tablets and smart phones create more visual learning experience which children can engage with more easily, this is particularly true in children who have learning difficulties. This is a great example of how publishers are adapting. Integrating technologies such as smart phones create a more unique experiences for readers. This has been made possible by an increase of these applicants in the average household.
In Ruth Jamieson book (Print is Dead. Long Live print, pp 7- 9) ruth suggests the evolution of print. She speaks of one print industry dying while a new one is evolving, this is the ‘indie industry’. The need for this evolving came from an increasing use of the world wide web. Because the internet allows information to be so widely accessed, majority’s who in the past would be kept up to date through magazines, can now do this through the internet, this begins to make magazine less needed. However this has made way for a new breed of print one which revolves around the readers not the advertisers, ‘a new generation of independent mags, which tend to be niche, largely ad free, ideas led, design focused and reader funded; (ruth, pp 7). Magazines are now becoming fuelled by reader ship as advertisers are more interested in putting money into online advertising. (talk about advertising in print) This has resulted in upheaval of independent magazines being created with design in mind, It has created a system where people are creating from there passion of hobby’s and interests. There are currently more magazine titles than ever. ‘Numbers have grown from 2,000 print magazines in 1980, versus today’s 10,000’ (Samir “Mr. Magazine” Husni). This suggests print is not declining however there has been a shift from more ad driven magazine’s to design driven magazines. They are using the digital age to there advantage ‘It seems that the internet is helping independent publications as much as its killing big publishing groups’ (Omar Sosa, pp 140). Print most coincide with the digital age to progress by using the internet to create experience for readers which can not be created with just the print and vice verser. Advances in technology help with ‘ The fundamentals tasks of putting a magazine together, such as finding suppliers, wooing contributors, getting it printed, connecting with retailers and collecting subscription,’ The industry is changing, technology is giving publishers opportunities to do things differently arguable more easily and efficiently. The increasing use of social media has made it easier than ever to reach consumers. Publishers can now sell much more than just a magazine they can sell a lifestyle, this engages customers in much more depth, it makes them apart of whats happening. Its about giving reader more than just a magazine, its giving them a way of life which in turn is giving the publishers themselves a progressively stronger brand image. The introduction of social media has helped magazines communicate with readers to a much more personal level it also helping them connect with a wider demographic from all over the world. In a Journal by Megan la measurer (M Le Masurier - 2012, 12). She discusses how large focus on online output has lead attention away from the rising number of independent magazines hitting the shelves. It talks of the more well established mags such as Vice, Frankie and Yen as well as the smaller niche markets such as tattoo culture, gay culture, skate Culture. The point she seems to be trying to make is although people may be talking as if print is dead, it is really far from it ‘more people are making magazines than ever before’ One way in which the digital age has allowed this is by making it easier than ever for people to create there own publication, this is through so many people now having access to computers and industry standard software such as adobe indesign. There is also the simple fact people still want transitional means of print something which they can hold, through quality content, design and stock the industry is creating something for people to cherish. An example of this would be ikea’s new catalog advert ‘experience the power of a bookbook’. To begin they have used the power of the internet to reach a far larger audience, The video was posted by Ikea Singapore and received 18,193,170 views, this is a great example of how the internet allows companies to reach wider audience demographic. Secondly it is pointing out all the brilliant quality’s of a tradition publication that you loss or lessen through an e-book or in this instance e-catalog. As well as this it re-informs consumers of these qualities which are lost within digital. Ikea’s advert really shows the power of print in combination with the internet. The advert is also a really good example of all the things people love in a printed publication and links back to the idea of creating something people can cherish. (https://www.youtube.com/watch?v=MOXQo7nURs0)
‘The magazine is no longer an expensive way to share information. instead, its an affordable way to mass produce a beautiful object’ (Jamieson 2015). This suggests consumers are interested in print which is meaningful and of high quality, people such as jamieson are now using this to there advantage focusing on what print can do best and creating experience’s the internet can not. Jody Daunton of another escape (pp, 148) aims ‘for a life on the shelf, not a shelf life’. Suggesting publishers we are moving away from old distribution methods of over producing magazines the pulping what is not consumed to a more sustainable way which focuses on creating timeless content that will not be thrown when its shelf life is over. New distribution methods of magazines being sold independently or using a selection of hand picked stores is turning the printed magazine into something of a leisure item.
This is showing publications are no longer aiming to create quickly outdated information as this can now be found on the internet. There has been a shift in thinking and as ruth is pointing out the industry is changing. It seems the role of print in the digital age in this instance is to do the opposite of what the internet is currently doing. By creating more sustainable content for the love of print, It has created an industry for people to produce something they are passionate about and love. ‘These magazine makers aren't just creative - they are entrepreneurs, and they are reinventing an industry.’ (ruth pp, 8)
‘In 2013, total revenue within the newspaper industry decreased by 2.6 percent’ (Tess Saperstein, 2014) Saperstein suggests news papers tried to adapt by creating short stories and focusing on pop culture which targeted younger audience’s this resulted in a decline within the news quality, which in turn was not successful. An example of how newspapers have adapted would be Washington post who had Amazon founder Jeff Bezos purchase the newspaper, They approached him due to his knowledge within the internet and technology. ‘Businesses are unlikely to buy print advertisements because print readership has been declining so rapidly’. Meaning there business model was failing Jeff Bezos changed this turning the whole paper digital and having it free something many online papers still do not do. (Gentzkow ) argues on the other hand that the popularity of newspapers had began to decrease from 1980 - 1995, these numbers have dropped at the same rate ever since "People have not stopped reading newspapers because of the Internet,” suggesting the internet was not the core reason. Even so due to a large online presence newspapers are turning to the internet to save there busieness. ‘News organisations have repeatedly dictated that the future of journalism is bleak.’(Saperstein, 2014) Saperstein goes on to point out that the internet has made it so easy for anyone to blog, tweet etc about ‘news’ it is creating a herd of people reporting on issues that are not actual news. This then begins to blur the lines between journalism and just a every day blogger. However saperstain argues ‘the demand for in depth reporting remains the same’
One aspect which would have an effect on newspapers would be the decline in advertisers as print advertising is down 10% of previous years (M Le Masurier - 2012, 12) and digital advertising on the rise with a 15.7% growth in digital media(Jackson Connor - 2015, 23). Showing a clear shift towards more digital advertising. This leaves print media with limited ways of coming up with revenue. Digital media is now second in line, accounting for nearly 24 percent of advertising spending, while newspapers (12.8 percent) and magazines (6.9 percent) bring up the rear in third and fourth place. However as we have discussed magazines are moving towards a more readership fuelled publication which leaves newspapers to struggle. although advertisers seem to be moving online a study showed that the internet is the least trusted source of advertisement ‘when asked how much trust they attach to advertising in the various media, consumers gave magazines and newspapers a score of 63%, TV 41% and Internet 25%’ ( Print Power 04/03/2013) according to print power traditional media such as direct mail also out scored social media and the internet in relation to trust. This says a lot about how people feel about online advertising when 90% of consumers value, addressed and non-addressed mail above social media advertising. It shows print is still a powerful and effective way to advertise. yet advertiser still are pouring all resources into digital media when consumers don't actually trust digital advertising ‘A recent survey from Ablock Plus, a browser add-on to block online ads, showed that 95% of consumers don’t trust online advertising’ (powerpoint) advertisers benefit from consumer trust in print media because it results in a more positive evaluation of advertising. There is also the idea of print being more expensive to advertise. An article from (Gentzkow) suggests advertisers are actually paying more to advertise online, “This perception that online ads are cheaper to buy is all about people quoting things in units that are not comparable to each other -- doing apples-to-oranges comparisons,” He states that by comparing the amount of time people spend on the ads it showed that the price of attention is actually higher online than within news paper. However Advertisers are finding new ways to advertise within print by taking advantage of the digital age and using it along side there print adverts. This gives them the power of print but also power of digital. An example of this would be nivea sun.
The digital age has had undeniable impacts within print media. It has disturbed the means of production, advertisement and how its consumed. These changes are not all negative because they have pushed print to adapt. This adapting has been the key to survival for print media and for good reason to. Change in advertisement revenue has lead to a remodel of magazines business model. One which now revolves around the readership rather than advertisers, this change has lead to a thrive within the indie industries with constant new magazines opening up shop. Books and newspapers have had to bare the of cordon of e-books and online papers. This has resulted in a decline within revenues, although not completely ruined them, people still want print research showed that print materials are still treasured and used for leisure. Newspapers are also still preferred to digital media although digital is easier and faster, the trust within psychical reading is much stronger than within digital. The balance between the two for newspapers is still complicated yet this is expected and a part of the evolution all print is going through to fit into the digital age. The digital age has brought a new tide but Print is adapting, It is still heavily used and wanted within this digital age. In an era where our lives move at a forever increasing pace, there will always be a need for something slower with more substance in the form of print.
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Friday, 22 April 2016
Topical Interactive zine
I So to put my augmented reality idea together I created a publication this was for two reasons one it was to show how in the digital age it is much easier for people to put together publications. And secondly it shows how print media can adapt to the digital age through interactive content, and how this can use advertisement forward. However the two down falls to this are you have to pay for the service and secondly you have to download the app layar which not many people would actually do. My magazine follows a simple modernist style everything is set within a 4 by 4 grid on a5 paper. I made it this size so it would be cheap to produce both for me and if it was to actually be printed in a business model. The content is taken from its nice that. And the front covers are a attribute to all the iconic magazine covers. The magazine is based around going on in the world of magazines.
Screenshots from smartphone using Layar app on my publication. I had to use it on the website tester because for it to work on the print you have to pay around £30 a month. This is a huge disadvantage I would say unless it is within a shopping catalog where it could be profitable. Otherwise I highly doubt publishers will spend that much on a aspect which may not even be used
Screenshots from smartphone using Layar app on my publication. I had to use it on the website tester because for it to work on the print you have to pay around £30 a month. This is a huge disadvantage I would say unless it is within a shopping catalog where it could be profitable. Otherwise I highly doubt publishers will spend that much on a aspect which may not even be used
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