There is no doubt that the PR and marketing industry has changed over recent years and will never be the same again. This, in my opinion, is primarily down to people having less time and a shift in media consumption.
Once upon a time you would buy a paper, read it and pass it on. You may watch some TV and listen to the radio too, whereby you were likely to come across some strategically placed advertisements suggesting that you buy this or that.
Press advertising and outdoor displays have been around for as long as I can remember but the use of digital has taken consumer engagement to a completely new level and this is what has impacted on traditional media sales.
As more publications become available online, a greater number of commuters, business men and women, choose to read the press before they get into work – usually on their smart phones or iPads meaning that there is no need or desire for them to purchase a paper, never mind read it during work hours.
As a result of these changes printed media are having to do more to engage with their audience and showcase why they are different and what value a person can gain from both reading in print and online versions of their publications.
Many printed business press have chosen to hold round table events, which bring together market leaders – this gives them the time to debate current industry topics, while also providing the journalist with the chance to sit in a room full of potential content and if they time it right an exclusive or two!
Most publications now have online versions as well as printed options so it’s a balancing act between having what the consumer wants and still showcasing the value of print.
As an agency that has worked within the print market for more than 10 years, we know the value and benefit of print, not least the tangible aspect of a creatively designed, full colour piece. There is no doubt that there is still a place for print and The Drum, a marketing trade publication, has gone one step further.
I received an email yesterday with the subject: ‘My Big Mistake’. Naturally I wondered what that mistake would be – there can be some interesting #fails when you work in our industry. Never did I think this ‘mistake’ would be one of the most insightful, challenging and intriguing ideas I’ve come across.
The Drum have decided to complete an edition of the magazine in front of a live audience – yes, live! Those who attend the event on 3 July will see the team plan the publication layout, make decisions about the front cover story plus what other news will and won’t make the cut. In addition interviews will take place there and then with questions asked about the angles that should be chosen for feature pieces that will appear within the final piece.
Not only is this brave but it’s an incredible way of getting people to understand The Drum and how it works. It will give people a genuine insight into what makes good copy and what questions the team ask before submitting a final piece to go to print.
Unfortunately I won’t be in a position to attend the event but I can’t wait to read the final piece. Everyone attending will get an editorial credit – again, a very good ideas and just one way to get people to really buy in to the publication.
Well done to The Drum – a huge thumbs up! They are taking print to the masses, getting them involved, engaging with their audience, building brand loyalty and injecting some genuine creativity and excitement into what they do – nice work.