Posts Tagged ‘publishing’

The Demographical Difference

December 18, 2009

As 2009 draws to a close perhaps we can start looking for some solace in 2010 in a hope that our economic downturns in the UK & US will start lifting and maybe give a lift to our pre-media industry that was hit hard by the downturn. Technology has always been a key driver in our market and it’s being driven further with consumer data mining speeding up the fast lane to support our desire to target individuals with marketing information. Some companies like the Car Phone Warehouse have used their customers’ data very well in producing tailor made, specifically targeted campaigns that are focussed around their knowledge of customers’ preferences. But what about the everyday online profiles that we generate; what about the subscriptions we pay to newspapers and magazines that collect all of that demographic information….

Yes it’s great that Joe Bloggs publishing can tell their readers and the publishing industry that 53% are male readers between the ages of 18 and 25 who earn on average £23,568 a year, yet they still send the same magazine to all of their readers! Why do that when they actually hold so much information about their subscribed users? OK, I can suffer the fact that a generic magazine needs to hit the news-stand as they will have no idea who is going to buy it, but their subscriber base could certainly be benefiting from a more focused magazine.

Are you getting my drift here? The consumer will benefit as the advertising content would be tailored to their demographic profile, the advertisers will benefit as they have a target audience for their products that actually matches who they want to sell to and the consumer reads adverts that will actually engage them rather than skip to the next article. Also media booking could be streamlined to remove the huge amount of human work and administration that goes into it. Lets take an example; for some reason we subscribe to Ideal Home, I actually love looking and reading all of the editorial about what’s available and how these average people have transformed their homes. But the advertising content is way off the mark – our family income is pretty average (well, I think it’s pretty average as we don’t live a lavish life and have very little disposable income, I know our Chancellor thinks 20k is enough for a family to live on but we who live in the real world know it isn’t) and the magazine is targeted at us average people. Yet the advertising is targeted at people who have bucket loads of cash, you know the people that can afford handmade kitchens rather than a Wickes flat pack! Yet the magazine know our demographic profile and it’s not like the technology is not available to produce these with our profiles in mind.

By Industry

Image based Ad Impressions Oct 09 By Industry - marketingcharts.com

 

Now thinking about what’s happening online – again demographics seem to have been left out of the advertising equation. I login to my Yahoo or Google account and I get content-aware advertising, not consumer aware advertising. If I go to a site that is plastered with advertising (and sorry, if it’s a professional site that has had adverts added for them to gain some extra revenue then I feel it cheapens what they have on offer) the advertising is targeted on the content and not the vistors demographics…..and that’s without going into the magazines and newspapers that are now delivering digital editions.

If I took this one step further and looked at broadcast, the like of Sky & Virgin in the UK and the cable networks in the US hold so much demographic data about their viewers they could cash in with the advertising community by broadcasting adverts specific to demographic bands. They say that the adverts during the superbowl are the most expensive in the world! Now imagine the revenue the advertising companies could gain if they had adverts had a better demographic hit rate! Just think the first commercial of the first quarter this year was for Bud Light, that was aired to 114,500,000 households in the US, what percentage of those households was it actually relevant to based on their demographic profile? It could just be that a different Bud Light advert could be used for different demographics to help get the brand across, or a completely different advert say for Pepsi could be used that would  more relevant to a percentage of households. Either way, again the technology is there to do this, so when will broadcasters start getting clever and cashing in?

Missed opportunities or is it what we have to look forward to?

My prediction is that in 2010 will see the start of the advertising market becoming demographically aware as they start to try and find out why their huge advertising budgets don’t bring in the sales in the volumes they used to.

Author: Gary George

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What is Pre-media? – You Must be Kidding….Part I

November 11, 2009

foot-soakBear with me OK, this blog does eventually get onto Pre-media and why people are asking what it is. Firstly though; what a time we had here at Tunicca last week! The first trade show for our company and now we have had time for our sore feet recover and  analyse our participation at mediaPro 09. Despite the number of trade shows I have done in the past the physical demands involved in standing on a stand for a predetermined number of days never fails to surprise me.  I am pleased to say that the sore feet, back, neck, etc. have now all subsided – and it was only a 2 day show this time, I must be getting old!

I must say that it seems an age ago since last Tuesday’s preparation and the very slight panic that we felt when we realised that we our graphics hadn’t arrived at the venue. At that point in time we had a shell scheme but no Tunicca messages or brand colours! Thankfully our printer rushed the banners to us in time (thanks Paddy) and we were up and running and ready for action.

I have to say that our overriding impression of mediaPro 09 was the incredible amount of people who asked what Pre-media is. What is even more amazing is that this was a show that held Pre-media as a core element of its focus. So why is it that so many, upon looking at our stand, asked us….“so what is Pre-media then?” Is the term really that new? I think not – just ask the  representative of RR Donnelleys who recently insisted that it has been around since 1995 (highly debatable, but I will let Gary tell you the reasons why we contest this).

wikipedia-logoAnyway that is a small point and the important issue here is that, despite its now widespread use, there seems to be either confusion or total ignorance surrounding this important area.  In Part II of ‘What is Pre-media? – You Must be Kidding…’ we expand on the definition that we recently posted on Wikipedia. ‘Pre-media’ is a term that used so frequently now across the industry and it is a widely accepted part of the media supply chain – so why is there so much uncertainty?

Whilst I am on the subject of Pre-media, here in the UK I must congratulate the efforts of the BPIF (British Printing Industries Federation) who have emraced this whole area by starting an offshoot called DotGain.org. The organisation has been created to assist the traditional UK print sector in satisfying the demand of creatives and marketeers in CPC’s, publishers and advertisers to exploit all of the new access channels that they have to consumers. This should be interesting to watch and, if they want us to, be involved in. The big question is whether it will breathe new life into printers’ pre-press departments across the country as they adapt and flex to meet new demands imposed by this new era – or will it be a missed opportunity? Either way Tunicca will be on hand to help!dotgain

AuthorSean Runchman

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A possible future for newsprint – Part 4

August 16, 2009

Like most things, ideas or visions need time to mature, gain momentum and have the vision crystalized by others that review that idea. So firstly, many thanks to 3 such people who over the last 2 days have helped give the idea more shape and draw some attention to it, many thanks to Michael Josefowicz, Jeff Lazerus and Peter van Teeseling for providing dialogue that has fuelled this next entry into the Tunicca blog.

Right the first topic to add to the Newspaper Kiosk idea has to be how we can actually produce the pages fast enough to ensure the consumer, commercially available products are hard to come by currently that will print 4 colour in a small format, but my old friend Andy Fraser found this one, Memjet, small enough to have a few of them in my newspaper kiosk to ensure that your personalized paper is available in seconds. This is with exploring what companies like HP, Canon, Oce etc etc might have to offer, infact these companies would actually have the manufacturing might to produce the whole kiosk unit…. News corps watch out!

Prepay CardsBut what about the way to identify who you are in order to get your personalized news out, well I’ve been thinking that a prepay card as is being used by the Evening Standard in the UK is a little clumsy as it would require a card reader, although having a manual login process via the touchscreen offers a backup, the whole kiosk revolves around speed and the ability to get that personalized news out in a matter of seconds, so how about RDIF technology, maybe embedded into a key-fob? Ok, yes the infrastructure to actually do that is now getting beyond the original scope, but since this is going to be so disruptive to the newspaper industry anyway, why not go full pelt into it and ensure that you use technology fitting to the solution.

TargetSo how about the ordering of your preference of news, Peter showed me how the Dutch website Sync.nl uses a target and tag cloud to decide how much of a subject you wish to receive, as the subject gets to the outside of the target the words point size decreases. Nice idea! Sync.nl actually uses a relatively small target, and with news being so diverse and the ability in our system to use specific search terms as well and that it is easy today to add all sorts of dynamics to data mining we could add some sliders around the target to control them.

When you choose!So one last technology to add to this equation is what the HP company already offers in the form of Tabbloid, this provides the ability to source your news from RSS feeds at a schedule of your choice and format them into printable format… What’s different from this than say Google Reader? well the fact that it formats it into a presentable format that you can print and take with you is a plus for those who want to take their favorite feeds on the go.

question markCollectively with all of the innovating websites out there, a lot of what is required for this vision is there, they just need to be bought together. It’s clear that paper based news is far from dead, but the way it is delivered needs to evolve with the consumer demand for the way it wants to be read. With the massive question mark over the value of advertising and if there is a true conversion into cash for the investment into the current publishing model, the ability to deliver focused and relevant advertising based on the subscribers demographics could provide a new lease of life and revenue for both advertiser and publisher.

Oh and I really want to add some stuff about the QR codes but it isn’t really my area, so maybe you could head over to Michael’s blog to find out more.
Author: Gary George

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Music 3.0 and the rocky pre-media past

August 3, 2009

I recently explored how the changing consumer demand and routes to market had disrupted the old paradigm of music supply, but the disruptive technologies that forced the music industry to rethink its strategy also played an important role in redefining the pre-media industries involvement in artwork and marketing material creation.

12-inch GatefoldGary already touched upon the days of old in the late 80’s early 90’s where the formats where large with the 12inch and 7ich vinyl artworks and the multiple folded cassette inserts; this was the same time that Laserdisc hardware had matured and also had to be distributed in these large format packages. Still some years off mainstream was the era of the CD & DVD which would of course dominate the consumer market. CD had been around for a while yet the transition in the publishers was a bumpy road as the vinyl format still ruled whilst the consumer got used to the digital age. The cost of technology to use these now seemingly small and fragile discs came within reach of the average household and along with this trend the pre-media market whad to adapt and change change as well. While the early nineties saw vinyl and cassette slowly slip away, the requirement to transition and operate on the smaller, more manageable scale of CD was becoming a reality. As the work moved from bench planning, to computer aided design, and the operational efficiency of the production was increased the pre-media companies were facing new challenges. Also they had to endure a drop in income as the old formats slowly disappeared, but a new lease of life with the new format coming in and they needed more efficiency, more productivity and faster turnaround times since the studio’s now realised the future was compact disc and they floundered to transition their old vinyl artworks into the new, much smaller compact disc format.

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