2010 saw the disappearance of many obsolete technologies, such as Teletype, and let’s not forget the end of the telegram era. In the same vein, we have seen a trend for the closing down of DVD video and CD audio stores, perhaps simply because it just makes sense that digital files be handled and transfered digitally.The Internet is the vehicle of choice to do so. Since video and audio files are digital, we could conclude that any sort of physical handling or packaging of digital files is a thing of the past. We can also predict that the practice of CD burning and flash-drive file transfers are perhaps examples of the last vestiges of this dying breed. Not a big loss. On an ecological scale, from handling to delivery, these devices were certainly not the best quality choice one could make.
Synergy
In recent years, we have also heard much about “the Paperless Office”. And yet, the business world probably uses more paper than ever. On the side of the NEWS world, we have witnessed that a good proportion of advertiser dollars has moved from newsprint and/or TV to the Internet. But is it the same for the magazine publication world? It appears, not exactly, if we look a the vibrancy of the typical Corner Newsstand. These retail stores remain gorged with magazines of all types, and there is a growing appetite from the audience. The newsstand is not only surviving the Internet “takeover” but is thriving because of it. There is somewhat of a synergy to be noted between information content found in magazines and on the Internet. Whether the material is editorial or advertising in nature, the two media streams constantly play to one another. Just recently, we saw, for example, a clear increase in popularity of QR Codes, to drive content from printed matter to the Internet via Smartphones.
Magazine editorials are thriving.
At the corner newsstand, there is something about balancing a coffee cup in one hand, holding a magazine in the other, while juggling some texting, that escapes me. That said, the importance of being featured in a magazine editorial remains definitely a winning marketing strategy for PR Media professionals. Needless to stress the importance of having your content material, photos and files, in all formats and of a quality ready to be used for that glossy magazine article, as well as for social media Internet applications. Being in control of your brand may just mean being ready to deliver your content securely and swiftly to ensure your presence in key editorials. Clearly, to reach audiences, magazines are as popular and lively as the newsstands that display them.
Nelson Vigneault
CEO CleanPix.
