INKISH.NEWS -

Following up on a rather sad experience from yesterday, I would like to share how you have become the product.

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Many of the Trade Media deliver content based on press-releases and well, not too much in-depth research.

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Often most of the content is based on PR-companies' effort to deliver messages, that in my opinion, rarely deliver valuable information and even more rare understand the real value of the equipment they are presenting.

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Some trade-media have chosen to only deliver "editorial" content from vendors who either sponsor or advertise in their media.

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Some "articles" are even re-writes of PR-messages. Some of these even pretend to be editorial - you know, from the good old days when a magazine actually touched the equipment, and reviewed products probably—no disclaimer saying so - which btw in some countries is illegal.

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If this is what printers want - well - you've got it. I can't believe this, however. I am so naive that I believe the product should be the content. I am so naive that I believe that advertising and sponsors are accepted to subsidize the cost of the content. I am so naive that I don't believe that readers, viewers, listeners - essentially our audience - want to become the product.

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This has, however, happened. Only VERY few media are focusing on YOU.

Why? I honestly believe it's because most media - including my own, has difficulties creating content that REALLY matters for you. We all have access to the same printing companies, but who have deserved Your click, Your opening, and Your trust. That challenge still has to be cracked.

I feel sorry [sorry a message from our sponsor - we still want your money] for the printing companies. I even feel sorry for the vendors, that apparently use all channels relatively uncritical. Sad for the industry.

Listening to editors from across the European Trade-Media in yesterday's Crown Pub didn't bring me much comfort in the future of the trade-media.

Over - and out. Morten has left the building!

Jun 19, 2020

Author: Morten B. Reitoft