The study expects a small decline of the use of  direct mail for marketing communication(1.1-1.7 percent annually). Direct mail will remain an important channel for marketer' multi-channel campaigns. But the mailings will become "hybrid" products, driving consumers to retail outlets and websites.

"Consumers will increasingly want and be able to receive the right and relevant information on products when they need it and where they need it in the easiest, fastest obtainable non-interruptive way for free" states the report.

Companies are losing full control over brand communications, which is already the case with brand conversations on social media. The report foresees a further shift of power towards consumers, with possible great influence on direct mail. Postal operators will need to rethink their strategies to position direct mail and door drops in such a way to compete with, for example, smart phone apps. Augmented Reality could be seen as a complementary technology for direct mailings, by adding functionality.

Multisense mailings could be an effective part of the multimedia campaigns. Other studies have shown that brand impact increases with 30% when one more sense is used in a mailing and even with 70% when three senses are used. Exploiting sensory communication in mailings are seen as strong drivers to boost letters mail.

For the full report click here.

www.ipc.be

www.cfis.dk

Direct mail from "spray and pray" to communication experience written by Print Power in: Direct Mail

Tags: direct mail, future studies, mailings

At the next Euro Effies Award Ceremony in September Print Power will have a special award for the most innovative print advertisement. This award will recognise the importance of innovation in magazine and newspaper advertising. Print advertisements are increasingly part of an offline - online integration and therefore the role of these ads can change.

Print Power will also host an exhibition during the Award Ceremony evening, showcasing award winning advertisements and mailings from various European countries. The Euro Effies are organised by the European Association of Communication Agencies (EACA) and held on September 19 2012 in Brussels. The Euro Effies are the most prestigious awards for the marketing and advertising industry, based upon the creative quality and the effectiveness of pan-European campaigns.

www.euro-effie.com

Print Power with special award at Euro Effies written by Print Power in: Print Advertising

Tags: advertising, eaca, effectiveness, euro effies, lyle

www.flavorwire.com

Bookstores that are extension of reading experience written by Print Power in: Brain & reading

Tags: barter books, bookabar rome, books, bookstores, cook & book brussels, corso como bookshop, librería el ateneo, livraria da vila, livraria lello, plurar bratislava, print, selexyz maastricht, shakespeare & company, the last bookstore

When looking at the trends for the month, the month of November showed the second lowest year-on-year growth this year  (second only to June, which posted a +1.4 percent growth against June 2010).  The slowdown in growth was largely attributable to a -6.7 percent decline in November spend in FMCG (representing a 23.3% share in spend for all macro sectors). Within FMCG, declines in both Food (-8.7%) and Drink (-13.1%) contributed to the negative trend seen during the month of November.

To read the full report click here.

Nielsen: Ad spend increases by 4.7% compared with 2010 written by Susan Wood in: Ad spend

Tags: advertising expenditures, nielsen

Traditional media, among which print media, remain the most trusted information source concludes the Edelman Trustbarometer 2012. Of the informed public aged 25-64, 32% trust traditional media (+10%), 26% put their trust in multiple online sources (+18%), 16% in corporate information (+23%) and 14% in social media (+75%). Trust in institutions, such as Governement, Businesses and NGO's declined, whereas trust in Media increased.

The study also confirms an old rule of thumb of the advertising industry about repetition; consumers need to read or hear a message at least three to five tmes before believing it. This finding underlines the necessity for brand owners and their agencies to include different channels in the media mix.

The study concludes with clear directions for businesses to obtain "a license to lead", based upon the most important attributes that build trust. Listening well to consumers and communicating frequently and honestly are among the top ten attributes for businesses that want to build trust. And traditional media can help in realising that goal.

The Edelman Trustbarometer is an annual global study, involving 30.000+ respondents.

trust.edelman.com

Trust in Traditional media increases written by Print Power in: Trust/credibility

Tags: credibility, edelman, media marketing, traditional media, trust, trustbarometer

Click here for the full report.

Nielsen: European advertising picks up again in the first two months of the third quarter written by Susan Wood in: Ad spend

Tags: ad spend, nielsen

Free newspapers took a big hit in 2010, a drop in total distribution of 24 million copies, from a high of around 34 million in 2008. “The hype is over,” said Mr. Riess, “although free newspapers have added energy to the industry by encouraging a lost younger generation to read newspapers. Newspaper advertising revenues were up 2 percent in Western Europe, after a 5-year decline of 12 percent. Globally advertising revenues were down 3 percent. Digital advertising revenues are not compensating for this print advertising loss.

Riess: "For advertisers, newspapers are more time-efficient than other media". written by Print Power in: Newspapers

Tags: newspapers

At the same time, German booksellers show a continuous increase in sales, despite their decreasing share of the market. Booksellers still represent 51 percent of total sales, but this share is decreasing every year. Books are well-promoted in Germany, even with private initiatives. Recently, public bookshelves have appeared in many German cities such as Cologne, Berlin, Hannover and Bonn. The bookshelves—a steel bookcase with acrylic glass doors—containing about 200 books, is placed by volunteers at strategic locations. People can take a book and leave another, no need for registration and no time restrictions. Says Michael Aubermann: “This project is aimed at everyone who likes to read.” A great way to promote reading!

Increased popularity reading in Germany written by Print Power in: Magazines

Tags: books, magazines, reading

Key to the redesign of newspapers is WED: writing, editing and design. With regards to the worry of the WIPO, the UN agency for intellectual property, that printed newspapers would no longer exists in 2040, Garcia reacts strongly: “Nonsense! Paper offers you the possibility to completely disconnect,” says Garcia. “On the iPad you can read the newspaper, but also switch to reading your emails.” This remark coincides with the observation made during the FIPP World Magazine Congress that magazines have the reader’s full attention. A final word of advice from the master of design: “Newspapers need to ask themselves the question: how to seduce the readers. Newspapers need to better explain who they are. They should start a campaign, like for drinking milk or eating more vegetables.”

Garcia: newspapers should start a collective campaign written by Print Power in: Newspapers

Tags: newspapers

Printed paper has so much to play with. And as mentioned in earlier posts, interactivity does not equal digital. This print ad is promoting green energy by being solar-powered itself. In the magazine, the page is just a plain looking black-and-white sketch. But held up to the sunlight, it blossoms into full colour. The advertisement, developed by a Saatchi & Saatchi agency, promotes the Israeli solar energy company Shikun & Binui Solaria.

The solar-powered advertisement written by Print Power in: Magazines

Tags: innovation, magazine ads

At the next European Marketing Dynamics Summit (EMDS), scheduled from 24-25 November, Print Power will be addressing print service providers from all over Europe. The EMDS is the annual conference focussing on how to position, sell, integrate and deliver direct mail in today’s multi-media environment. This year’s agenda covers subjects related to economics, printing technology, marketing and communication, data protection and postal liberalisation. The event will feature senior analysts from InfoTrends and chief marketers of the industry’s vertical markets to explain what their communication needs are today. More information and registration here.

Print Power at opening session of European Marketing Dynamics Summit written by Print Power in: Direct Mail

Tags: direct mail

The cover of the German design magazine Novum shows a superb innovation: flexibility. The cover shows a mosaic and each section of the mosiac can be folded. Watch the effect in the "making-of" clip.

Another print innovation: a flexible cover written by Print Power in: Magazines

Tags: innovation, magazine ads

A print campaign for Lubriderm moisturizing and exfoliation cream has increased sales with 16 
percent and made the brand top the top-of-mind charts during the launch month. What made the campaign so succesful?  Have a look at the video of the advertisement and you will notice the smart use of two layers of paper to demonstrate the sensory benefits of the cream.

The briefing for the brand was clear: demonstrate the benefits of the moisturising and exfoliating cream. The most important benefit is the smoothness of the skin. Johnson & Johnson, the company behind Lubriderm, wanted to communicate this sensation via the sensation of touch.

The advertisement is made of two layers of paper. On the top layer, of a slightly textured paper,  a model was printed. This was a demonstration of the rough skin. Underneath this top layer was a second layer of a more smooth paper. On this paper the same model was printed, but the skin appeared smooth and rejuvenated when the top layer was revealed. The advertisement has a nice peel device to reveal the moisturized and exfoliated skin.

A beautiful example of innovative use of print advertising for which the ad was shortlisted at the Festival of Media Latam Awards.

How print ads sell more moisturizing cream written by Print Power in: Magazines

Tags: magazines, senses

We have discussed the way information is processed in the brain in earlier posts. Research using a fMRI scan now confirms that a magazine advertisement is better processed and stored in memory than a TV commercial. Print media therefore seems to leave stronger traces in the memory and therefore confirms to be a very effective channel for advertising.

Magazines score high on engagement written by Print Power in: Magazines

Tags: engagement, magazines, reading

Certain titles produce magazines that are as big as a books, with up to 1500 pages! Magazines are alive and well, but they will change in the near future. Publishing Magazine Media, which is the new term used to refer to online and print magazine publications, will be based on different business models. Peter Kreisky (Kreisky Media Consultancy) presented the shift from the current business models to the new models.

Roberto Briglia (Mondadori) mentioned the use of CRM to increase the number of subscriptions. His model resembles very much the models used by telecom providers, increasing Annual Return Per User (ARPU), cross-selling titles among existing readerships.

With consumer saturation with digital content, magazines might become beacons for readers, indicating relevance and importance. And more and more advertisers are challenging media owners in this task. BMW, Unilever and P&G are all producing their own content, creating increased competition, exploiting their consumer knowhow and insights for diverse publications.

From print to web, and then back to print written by Print Power in: Magazines

Tags: magazines

Marketers, advertising and media professionals will meet with confident media owners. The Congress showed a strong belief in the future of the printed magazine. Various media owners confirmed their commitment to the paper-based version of their brand. As Duncan Edwards from Hearts pointed out: printed magazines are the single-best expression of the brand.

However, there is the conviction that the industry needs to change, and no longer needs to refer to itself as being “traditional media,” as Rupert Heseletine from Haymarket mentioned. Philip Thomas (Cannes Advertising Festival) urged the media owners to approach advertisers directly and to come up with creative solutions. He referred to the developments taking place with the Out of Home media, where advertisers and agencies have positively reacted to the innovations. Media owners need to know “what they can grab from what advertisers are doing”.

Although publishers are active with e-publishing, the successes are still modest. Axel Springer mentioned having one hundred ninety thousand paying customers for the Bild and Welt app. However, with a total circulation of 3.5 million, Bild Zeitung is reaching a multitude of readers. The learned lessons from the media owners have also led to downscaling the richness of the apps. Although at the start of the developments of e-publications it was suggested that apps needed to have rich functionality, media owners now have got back to modestly enhanced PDFs.

Research also indicated that the majority of the 500.000 apps developed worldwide are PDFs with some links to social media. Media owners such as Mondadori have confirmed that their print revenues would be somewhere between 85-90% in the next two years, or, in the case of Haymarket, remain stable.

Various speakers referred to the capability of magazines to engage readers. The Indian Minister of Information and Broadcasting, Ambika Boni pointed out the unique benefit of magazines to deliver depth and a quality of engagement. By integrating QR codes, Augmented Reality or RFID, Jyrki Ovaska (UPM) showed that brands advertising in magazines can even increase engagement. A study done by ZenithOptimedia India showed that magazines have a superior ability to create brand experience. Engagement and experience will be among the most important KPIs of today’s marketing, advertising and media professionals.

Print media is Haute Couture, digital media prêt-a-porter. written by Print Power in: Magazines

Tags: e-publishing, magazines

The entire group of Technophiles have a repertoire of around 25 different newspapers and magazines, compared to an average of 17. While more online and reading print, they are average to light consumers of commercial TV and radio. The smart phone users among the Technophiles are also above average users of print, with higher readership among titles such as The Economist, GQ and The Independent. While readership habits and preferences are certainly changing, NRS shows how the most active users of technology and mobile devices remain keen readers of newspapers and magazines.

Technophiles, around 13% of the population, are identified using four or more of seven items including smart phones, e-book readers, HD television, WI-FI networks and wireless streaming. They tend to be young, well-educated and affluent, with a net personal income 36 percent above the average. They use the Internet everyday and consume content across a range of digital platforms, but are also enthusiastic readers of print.

The NRS (UK) sample offers a large and reliable base to analyse developments: 36.000 in-home interviews are conducted each year.

Digital natives read more print than average group of adults written by Print Power in: Newspapers

Tags: digital natives, magazines, newspapers, reading

Traditional media and social media: part of a single media network written by Print Power in: Magazines

Tags: magazines, reading, social media, television

Do print ads leave stronger memory traces? written by Print Power in: Magazines

Tags: magazines, memory, newspapers, reading

In times of changing consumer reading behaviour this launch is well prepared. The concept has been tested both online and in print. Recently a first preview edition was published in 40.000 copies and distributed in some key European cities. Currently the European Daily is only available as an online edition. The print edition will follow early 2012.

New European newspaper initiative written by Print Power in: Newspapers

Tags: newspapers

At the recent Print2Day event in Brussels, the Mediapost Publicité (part of the French La Poste), presented research conducted by TNS. For a campaign addressing digital natives, that used a split-run TV and direct mail, the television group was asked via which channel they would have preferred to receive information. More than 8 out of 10 of the youngsters indicated they preferred a printed mailing (versus 39% who preferred e-mail).

A similar consumer preference was found in research conducted by the Belgian cable provider, Numericable. Out of the 2000 respondents, 76% preferred paper mailings for all administrative communication. The company then redesigned the invoices which were warmly received by their clients; they also had a positive impact on brand perception. What’s more, the redesigned invoices initiated a higher conversion rate on promotional activities.

The Envelope Manufacturers and Suppliers Association (EMSA) recently conducted a national poll that also demonstrated a strong preference on the part of the public to continue receiving important bills and financial statements by mail, rather than solely online. More than 73 percent of the public indicated that they prefer the mail as their delivery vehicle for these important documents. The study was conducted among 1000 adults of which the Internet penetration was 76 percent.

A study conducted by Ifes-Institute and commissioned by the Austrian Post also showed a clear consumer preference for printed invoices. Although eight of ten households currently receive electronic invoices, in addition to a paper version, 75% of the consumers prefer a paper invoice. Even among people using the Internet on a daily basis, 66% were in favour of the paper invoice.

It seems that marketers are trying to push consumers to use electronic bills, despite a very clear consumer preference for paper invoices. These marketers, obviously, will have to change course.

Research: consumers clearly prefer paper invoices written by Print Power in: Direct Mail

Dutch consumers are among the most frequent book buyers in Europe. They have now been offered a new opportunity to read books while travelling on the train. A month ago, the first public library was opened at the Dutch railway station in Haarlem. The Dutch Railways (NS) is a strong promoter of book reading and a longstanding sponsor of the Dutch Book. The first railway library offers over 1500 books and magazines, and during the first few weeks more than 5000 books and magazines have been lent to commuters. As people have less time to visit public libraries at city centres, the railway library just might be a nifty solution to these time-challenged commuters.

First public library at train station written by Print Power in: Magazines

Tags: books, library, magazines, reading

Three future approaches are discussed, and each covers a specific area. The first approach is based on the view that the total efficiency of the print-value chain should be obtained via flexible production and an effective usage of materials. A fluent combination of different printing techniques will enable a versatile printed product portfolio in 2020. The second approach is based on the view that the printed product is an independent interactive media that offers concrete multisensory experiences and easily links to other media. This is the area where so-called “bridging technologies” are used.

We have discussed these technologies in various postings. Bridging technologies as QR codes and Augmented Reality deliver increased interactivity to print media. And, finally, there is an even broader view on the future of the printing industry: printing technology is widely utilized to manufacture non-media products. These products might be stand-alone or integrated products, such as pharmaceutical test strips or parts for solar cells.

VTT wants to be clear that all approaches emphasise the importance of service elements to increase added value, customer satisfaction and profits. Furthermore, partnerships, even with players outside the printing business, might be needed to implement a chosen approach. There are great opportunities and the only lacking skill seems to be courage.

The full report can be downloaded from the VTT website. Please click here for immediate access.

The future of the printing industry: courage needed written by Print Power in: Printing industry

Tags: augmented reality, future, printing industry, qr codes

Print advertisers who want to engage consumers in an online conversation have a new tool to do exactly this, the webkey. The webkey: a USB stick on a printed sheet of paper that can be integrated into advertisements and inserts; when inserted into a PC it automatically opens the correct URL.This is another example of the so-called “bridging technologies” innovations that close the gap between traditional print media and online media. The webkey's main benefit is that it directs readers to exactly the right spot online. Advertisers can, for example, direct readers to any one of the following: an online game, a page where they can download a voucher, a music file or a special page in an online shop. For direct mail use the webkey can be personalised, bringing the readers to a dedicated and personalised spot online.

Roularta, a leading Belgian-based publisher, recently announced the use of the webkey in their titles.

More bridging technologies:getting online via offline written by Print Power in: Magazines

Tags: bridging technologies, innovation

Click here for the full report.

Nielsen: June shows higher growth of ad spend than May written by Print Power in: Ad spend

Tags: ad spend, nielsen

Publicitas boss Wilding: magazines form opinion decision makers written by Print Power in: Magazines

The study was commissioned by Power of Print and carried out by United Minds among more than 1,000 Swedes.

Young Swedes put higher trust in printed media than Internet written by Print Power in: Brain & reading

Tags: sweden, trust

Nielsen: Continued growth advertising expenditures Jan-May 2011 written by Print Power in: Ad spend

Tags: ad spend, nielsen

Almost 4,000 online judges have voted for a hilarious video expressing life without the printed word. The Spanish Print Power organisation set-up a contest to develop a video expressing the world without paper and print. A total of 67 videos were submitted to the website and judged by 3,757 online visitors. The winning video called "La Pedra" by José Luis González, is rewarded with € 2,000 and eternal fame.

Imagine life without ... written by Print Power in: Newspapers

Tags: creativity, life without, paper

Customer magazines are more popular than ever, and the content creates participation. Ida Margaret Halvorsen, Director of Strategy and Marketing at Itera Gazette, and chairman of the trade publishing agencies in Norway (PIN), took the Print Power Norway second-breakfast-meeting participants on a quick trip through the customer magazine in terms of  the situation and opportunities.

Halvorsen pulled out statistics on usage and brand loyalty for effective magazines. Readers spend 25-40 minutes on the magazine and most of them retain what they read for more than a week. “Digital and real life is the same," said Halvorsen. “Digital channels can reinforce the message, but the way you do things is more important than the technique you choose. How can we create content that creates participation, and how do we use technology to deliver this value?” she asked. “Quality, quality, quality. The visual experience is very important. So important that it presents a conflict with journalists who have their focus on content," said Halvorsen.

Illustrations of such must communicate and support the message. And the content is much more important than who is the sender. Halvorsen sees a development with stronger editorial concepts and more unified editorial content that drives publishing forward. With regards to media relations, she said, "We see media and activities that create and strengthen the relationship between the individual and society. Digital channels, especially the interaction with social media, makes it possible to create and develop relationships. This can enhance the effect of the magazine.”?She added that traditional print media is growing rapidly, and that blogs, Twitter and Facebook are all extensions of the magazine.

QR code a key to the digital market

More than 100 participants heard Lene Evensen Grønlund from Real Estate Corporation, Krogsveen, and Trygve Øisjøfoss, from 07 Group, initiate the options we have with the Quick Response Code (QR). QR is an open format. Toyota, in Japan, began using the system in the mid 1980s. “Today, the industry has numerous opportunities for use," said Øisjøfoss. “There are many applications on the net that can be downloaded. What is most important is that the system is simple,” continued Øisjøfoss. “It requires an optical reader. QR can contain a lot of information, so it is important how we use it. We see already that it is being used as a travel ticket: the customer shows the QR code on the mobile screen and drops it into the box.

Measuring the effect

If the customer sees such an ad while waiting for the bus, we can measure this. He scans a QR code from the ad, and shortly after you can measure the customer buying discounted sausage by showing QR. “By means of QR,” Trygve Øisjfoss continued, ”we can guide the user through the mobile device to a purchase. It seems both information and buying, triggered by the customer, will get the direct link to the product he or she will buy. We can create customer clubs and customer concepts, sell tickets, provide housing, and even have QR on a business card."

Slightly more

Web and Marketing Coordinator Lene Evensen Grønlund said that investment in QR is part of a larger strategy, part of the whole. “Our focus on QR is not in place of print, but in addition to it,” she said. Krogsveen has introduced the concept of Lime—a bit more. However paper remains fundamental. The traditional sales task will always be on paper, but we integrate the QR code based on different target groups. Grønlund stressed the importance of making themselves attractive to both new customers and, not the least for employees. Many are born in the 90's

Twitter and Facebook: extensions of the magazine written by Print Power in: Magazines

Tags: customer magazines, norway, qr codes