Future of print is about embracing evolution

I spoke at the International Federation of the Periodical Press conference last month, where much of the debate concerned the future of paper.

 

Following the news that John Menzies Digital has collapsed (John Menzies Digital folds, Mediaweek.co.uk, 2 June), this debate is particularly relevant.

Jonathan Newhouse, chairman of Condé Nast International, dispelled rumours of print's demise by arguing: "Nonsense: the internet is publishing's greatest marketing tool."

I agree. Media is an open conversation, not a controlled commodity to sell. Publishers should use opportunities offered by ever-evolving digital channels and technologies to connect their products to a screen-centric lifestyle.

The future of print is about embracing evolution in the context of the emerging digital landscape. People still don't want to pay for content online, so the industry must look at how paper can add value to a multichannel content strategy.

Magazines have unique values - they are tactile, they offer emotional involvement and they hold a customer's attention.

Print adds value to a multichannel content strategy by delivering emotional engagement and attention - rare and valuable commodities in an increasingly fragmented media landscape.

Paul Kurzeja
Creative director
Redwood Publishing

Media Week, 30^th June, 2009

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