Posts Tagged ‘online media’
Could Augmented Reality Be the Answer To Newspaper Woes October 20th, 2009
Newspaper readership and the ability to translate younger readers into future buyers is a real tricky one for Irish media. The online habits of younger readers are well documented and last weeks announcement that the online had overtaken TV and other media forms as the most prevalent advertising medium in UK brought sharper attention to the topic.
Add on to this the heavy investment into the printing presses which compounds the problem for media owners. The Irish Times spent approx 50 million euro on its printing press while the impressive Independent plant was possibly similar.
Most articles on this topic focus on ploughing investment into the online product. Most media owners are doing this to some degree but not everyone is online and the investments in the printed press needs to be realised. Print is not dead and the popularity of freesheet and glossy magazines show they still have a good following even among the more digital native. The tactile physical and instantly portable nature of print means its still has great following and plenty to offer if it embraces real innovation.
Last weekend I was part of a panel at a creativity conference called ‘Creativity Rising’ in Fitzpatrick Hotel organised by MultiTalent. The 20 participants came from Spain, Austria and Ireland. Over the weekend people presented a ‘Work in Progress’ of some initiative they were undertaking in the realm of creativity. The group then peer reviewed each one and delivered feedback and suggestions.
During one of the breakout session I had a good chat with Humberto Matas from DNX in Madrid. We spoke abouts some of the challenges facing the print media industry in Spain and Ireland.
Two interesting things emerged from the conversation on how the print industry can translate younger readers into older buyers and not canibalise the entire print industry. The two areas were
- Augmented Reality
Augmented reality is a hot topic at the moment with interesting experiments in Amsterdam with mobile technology. Check here for an earlier piece I did on AR. In simple terms augmented reality pulls together multiple layers of data to help present different version of the real world and allow new ways of interacting with it. One possible use for the print industry is that along side an article there is a symbol/bar code that could be scanned by mobile phone, web camera or event an interactive kiosk. Once scanned this would pull up a 3D interactive version of the story that younger viewers could manipulate or use to find more information or buy services. Rather than having all of this originate from online and stay online, this type iniative would anchor it to the physical newspaper with multiple modes for online interaction.
2. Embedded Video Screens
Very similar to the moving photos in Harry Potters Daily Prophet US publishers are experimenting with inserting tiny video screen in to magazines and newspapers. Entertainment Weekly will be distributing 2.7mm thick video screens that are integrated into the magazine. These rechargable screens can play up to 40 minutes of video. As video is the choice of younger demographics it has a good chance of attracting younger readers but also offers advertisers much more choice in advertising. Hopefully it does not become advertising platform alone but rather another editorial outlet. As the technology evolves and gets thinner it could in theory replace all the colour photos. Hopefully the recycling industry would catch up so it was unlikely to produce a waste nightmare but I imagine that short life easily recycled screens and batteries would emerge.
This shows the how the entire media industry is converging. Print publications becoming web portals becoming social media outlets becoming twitter channels becoming virtual radio and tv stations (with podcasting and YouTube). In theory the Irish Times would compete with RTE and YouTube only stations.
The next few years will see alot of media changes and its obvious that online will be the key driver. However there is still life in the print edition but only innovation will save the day.
- new post scripted information -
Just noticed this great video from TED India. Lots of interesting stuff but fast forward to 8 minutes to see how Six Sence technology can interact with newspapers.
Tags: Augmented reality, Irish media, Multi Talent, online media
Posted in Augmented reality, Irish media, Uncategorized | Comments (4)
Are we facing online newspaper subscriptions again? March 13th, 2009
Siobhan O’Connell wrote an interesting piece in the yesterdays Irish Times about how newspapers need to make online content profitable. One of the things I took from it was that broadsheets are losing readership numbers to tabloids which would appear to be more linked to the lack of an online presence than the editorial. The arguement being that most broadsheets are freely available online while tabloids like the Star feature little more than an ad. If you cannot get it online you are forced to buy the physical product. Not a very encouraging sign or trend. The online subscription model has with a few exceptions failed but Times Ann Moore looks like reopening the debate.
Who started this rumour that all information should be free and why didn’t we challenge this when it first came out? I say this in college classrooms and they start to throw their shoes at me. I say, ‘Kids, your food is not free and your cars are not free, your clothes are not free. Good information costs money. Someone has to pay for the Baghdad bureau’.”
This is understandable in a era of dropping ad revenues but its extremely hard to get people to pay for content and even harder if they are used to getting it for free. It appears more like a desperate attempt by media publications to steam losses than a concerted effort to monitise their online models.
As usual the industry will find ways around this. One interesting development is the paper reviews by Campbell Scott of IGO People and Bernie Goldbach. They use very simple technology to talk through stories they enjoyed in the media, which they record with mobile phones and upload to mobile video shaing site QIK. Of course if they agreed to show the ads then everyone would be happy…wouldnt they?
From a very selfish simplistic PR viewpoint the more opportunities that people have to view a story about a client the better………that is until its a negative one and then we curse the longevity, reach and viral nature of the web stories.
Tags: bernie goldbach, campell scott, IGO People, online media, paper reviews, PR, qik
Posted in Media, Online Tools | Comments (2)