INKISH.NEWS -

The crisis that we see in the world right now is terrible. It cost lives, and it will change the world forever. In wars, the truth often is the first victim, and though a lie doesn't get more right being repeated, this is what seems to happen these days. I am, of course, talking about how the printing industry continues to communicate.

I don't care if the trade media believe they are in close contact with their supposed audience - the printers. I think that everybody has to face a new reality where things are changing. If every printing company were selling enough print, and all vendors were selling enough equipment, this discussion would be obsolete- it's NOT the case.

When things are changing, I am convinced this is always to something better. Humans are extremely good at adapting, and with Darwin's 'survival of the fittest', this should give you peace in mind. If you don't do anything, you will die - may be good to know?

This is not new; this is evolution. Since Gutenberg invented the press, our industry has grown dramatically, and for those who are not able to adapt, somebody or something will take over. This applies to printers, to vendors, to trade media - no mystery here.

Does it hurt - sure, like hell. When beacons like major vendors, major trade media or major printers don't have what it takes to bring it to the next stage others will out-perform the old ones. Everybody should appreciate this. The opposite would be terrifying.

So how does the future look? Is it inkjet? Is it digital print? Is it..? There is only one answer, and that is where our customers take you. You can't invest in a machine that will save you. You can't advertise anywhere if the media doesn't deliver value to the reader. You can't invent any technology that isn't aligned with the demand in the market.

The only way you can find out what your customers want is by talking to them, engage, and try to understand the underlying demands. Mega-trends nicely explains the, well, mega-trends, and when you analyse the market you may come up with some truth, but don't think that you shouldn't also have the guts to take chances, and invest with losses, before nailing it.

The crisis we are in right now is severe. Some media - not all - are more concerned about their relationships with the vendors and advertisers than readers. If critical journalism is sacrificed, the readers will eventually stop reading a media, and the value of the media will be limited. One of the major global trade media has according to themselves 100.000+ newsletter subscribers. However, if the opening rates are, what independent analysts claim, in the range of 14-15% - which I even believe is high, and click-rates in the range of 2-3% - why aren't nobody asking how we can communicate better to such a broad audience?

Today INKISH D-A-CH CEO Andreas Weber published an article describing how Trade Media globally use articles written by PR-people, change a few things, and then publish the content under own name. This is 100% OK if declared and 100% NOT OK when published uncritically and under own name. I can't believe that more than 15 media (still counting) have taken an article delivered by drupa and then publish it under own name. It's so critical that it questions all the other content delivered by these media. But, of course, it so beautifully underscores the essence of what I am writing here.

And Vendors. Well, I rarely look into the strategies announced by vendors, but when a company like Heidelberg dismiss both the Primefire and XL-format offset presses it to me seems like a major lack of understanding of the market? Maybe? I don't know. I don't care. New vendors who understand the market better will be the new beacons - survival of the fittest.

I don't have any answers to how everybody else should address these issues - but I believe that high-quality content, critical journalism, great design, and constant communication with the printers, CAN help this. Every media should, of course, decide for themselves how they will ensure value for their sponsors/advertisers. It's funny since so many "marketing" people in the industry believe that conversions and clicks are the important measures, and therefore NEVER ask about quality.

Tomorrow will be different, I am sure.

Apr 05, 2020

Author: Morten B. Reitoft