Innovation in print has reached a new high in some media companies where it is now pursued with the same frenetic energy and scientific rigor as digital. In this workshop, INMA will examine what is unfolding at the forefront of a new dynamic new phase for print.
Print as FMCG
Print remains the engine that drives the newspaper business. While The New York Times prepares for its digital future, it is innovating within print to keep this portion of the business as strong as possible for as long as possible. In this presentation, learn how the Times is managing that process, both via a newsroom and business alliances, and the projects they have done that have made a difference in their bottom line. Those include a holiday puzzle spectacular, book excerpts, and its monthly section aimed at children called The New York Times for Kids. These three totally different plays – two to the reader of today and one to the reader of tomorrow – go strictly to print subscribers … none online.
Personalisation and programmatic printing are hot in Europe. Personalisation using digital equipment can produce small circulation city or regional versions of newspapers. There are a number of these in France and Italy and various digital print equipment makers produce these. The integration of online behaviour and print follow-up is another effective use of print. For example, online stores use post cards to address customers that abandon their basket before paying. With newspapers and magazines involved in online selling, this might be a relevant application of print.