Print is ‘not dead’ as long as content is relevant

A group of panelists at Mumbrella’s Publish conference have concluded print is not dead, so long as the content is relevant, engaging and tactile.

Natalie Taylor, the national sales director of BlueStar Group, told the audience: “Print is the tool that you stop and you engage with and it’s tactile, you are consumed within your own time.”

Deborah Bibby, Fiona Corsie, Cassie Laffey, Natalie Taylor, Rob Gallagher

Taylor argued advertisers will also engage with the medium when the content sparks innovation and engagement.

“It is having that point of difference so when you are flicking through the pages that engagement, the spark – it’s the innovation that you can have and if you can spin that in the right way to advertisers, that is a greater cut through.”

Cassie Laffey, content and publications manager at Flight Centre Travel Group, added to Taylor’s point.

The content marketing manager at APT Travel Group, Fiona Corsie, agreed adding it has always been about content, it is only the way the content is delivered that has changed.

“Content has been king ever since Moses came down the mountain with a few tablets. It is how you present the content that’s changed now. It is really about taking out the sell and making it inspirational and giving people what they want and speaking to them in a different voice,” Corsie added.

The CEO at Adventures Group Holdings, Rob Gallagher, said the big next challenge for publishers is going to be how to get your print product into the hands of your consumers.

Supermarkets and newsagencies are “both challenged distribution models” and Australia Post is increasing its prices, meaning publishers need to work with partners in a smarter way.

Concluding the panel discussion on ‘How Brands are Using Print in the Battle for Attention’, Gallagher, said: “A lot of the stuff we are talking about is just good content, it is not actually a content strategy, it’s just content execution which is what publishers have done all through time, it’s that ability to find nuance.”




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