Is print dead? In ten years’ time will we all be getting our news, gossip, sports reports and horoscopes through our hand-held devices? Will the publishing industry crumble, leaving nothing but a few derelict printing presses and a warehouse full of unwanted cover giveaways?
Of course not. Print has survived the birth and growth of radio and television, the take-up of broadband around the world and the increased access to information via hand-held devices such as mobile phones. The message to the publishing industry is that it needs to take advantage of these new opportunities, using them to underpin the loyalty of their print readers and to offer them richer user activities through digital formats. Those who do diversify into digital and, more importantly, those who have researched and planned how digital media can work to their advantage, will find that their print issues survive and may even attract a new audience.
Three important things the publishing industry should know:
Timing is crucial
A recent speech by Rupert Murdoch highlighted the challenges facing the publishing industry. He noted that the power in the industry was shifting from the few chief editors and proprietors at the top to the mass audience. Readers have been accessing online news sources for many years now, and an increasing number access headlines and more on their mobile phones. This is the stage of market development where brands are starting to establish themselves in this market – and members of the publishing industry who take the positive step of positioning their brand now will be stronger in the years to come.
Choose the right format
There are several ways the publishing industry can exploit the online publishing market and it’s important that publishers choose the path that will suit them best. Daily newspapers may rely on a website and downloadable news service that allows readers to find out more, access archives and post comments. Magazine publishers, on the other hand, may find that their subscribers want to see an digital magazine version – using a page-turning, searchable format that they can browse at their convenience. Book publishers can give readers a taste of new releases by putting the first chapter online, in the same, page-turnable form – already available on Amazon. Podcasts may allow publishers to give their readers access to an audio trailer for the written publication, highlighting columnists, features and special offers, directing the listener to the website or webmag for more details. Careful market and technology research is needed to ensure that publishers are choosing the best option for their core publications.
Content is king
In the end, it doesn’t just matter how people choose to access your content; it matters that your content is worth accessing. If you publish good material, people will read it. Newspapers, journals and magazines will still need to employ journalists whose writing is of a high standard. They will still need to have access to photographers who can produce images that make us stop and think, or want to know more. They will need designers who can make the content accessible through a variety of formats. The better your content and the more available it is, the more readers you will attract.
The publishing industry has proved its flexibility before and it needs to do so again. Grab the opportunity to give more people access to your content. Take the time to research the market and plan a strategy. See your print edition as the springboard for a range of additional content and delivery that could help you increase your readership and your profit.
Why not take advantage of our free WebMags trial – showing you how you can offer your content online using a great format at a competitive price? Use this WebMags link to take you to more information.
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