Earlier this week, I was distressed to read (online) that long-time b2b publisher Penton had made a decision to give up on print. At first, I thought the move to all-digital applied across the board to each and every Penton trade magazine. Turns out it is strictly their tech group titles. With the cost of paper, ink, and press time combined with the explosion of tablets and e-readers, it is mighty tempting for publishers to give up on their print properties, especially if pages are down and advertisers are off.
I’m a print guy and always will be. I’d far rather hold a newspaper, magazine, or book in my hands, than strain my eyesight scrolling, adjusting screens, and absorbing pixels. Also, as our art director pointed out this week, doctors and hair salons are never going to fill their waiting rooms with stacks of Kindles and iPads.
However, some publishers are making the most of digital platforms and they are making it harder for print to keep up. QR codes and MS Tags are being used (some would say overused) to link ads to relevant online content and measurability. Meanwhile, ICIS and others are producing digital platforms that integrate rich media. Our client, Graham Engineering, was able to run a full page ad in the print issue. Then, we adapted it for their digital issue on the Ceros platform, integrating an extended video clip within the space of the ad (see page 6). Sure beats banner and pay per click advertising.
The other way to look at this is for publishers being in the content business and connecting with readers (viewers?) in the way(s) that each prefers — print publication, digital version of print publication, web site, video clips, e-newsletters, webinars, in-person at events (and virtual events), and of course, all the flavors of social media.
It can be done and it is working . I had that reinforced by Michael Pitts this week, a hard-working ad sales rep doing his job the old-fashioned way, making face-to-face appointments with new prospects. What was he selling? The Philadelphia Tribune Media Group properties. Yes, the oldest, continually running African- American newspaper (since 1884) is still going strong. It was thrilling to hear that weekly print circulation is at 221,977, the vast majority of delivered to subscribers’ front steps. That’s a loyal and engaged readership.
The Tribune hasn’t been content to rest on its considerable laurels either. In recent years, it has launched Metro editions taking it to specific Philly neighborhoods, as well as the Delaware and Montgomery County suburbs. It has also added special print publications like the Sojourner, a quarterly visitor’s guide to the region, and the Tribune magazine, with special editions on the Most Influential African Americans, Top African American Attorneys, and Women of Achievement.
Of course, like most newspapers, the Tribune has made its web site its 24/7 news platform, off which to build content for print via what is happening right now, what is engaging readers, and what demands the longer, more thoughtful coverage that print allows. Also, getting two-way conversations going via social media community pages. As Michael noted, the tragic passing of Whitney Houston has generated the kind of interest locally that it has nationally. PhillyTrib.com offers some outstanding run of site ad opportunities, as well as rich media ad units that are going to reward sponsors generously.
I tire of the debate that digital is killing print. I’d far rather see examples like a 125-year-old newspaper continuing to successfully publish by delivering great content that doesn’t divide print and digital, but balances it instead.