The hottest future direction of printing industry

Future direction of the printing industry: cross media interconnection mode

nowadays, the printing and media industry is in the stage of reshuffle, because science and technology have changed the mode of communication, resulting in changes in lifestyle and requirements for changes in printing media. At the end of last year, the famous Stuttgart University of print and communication held a seminar on the future of print media. At the seminar, what role will print play in the future? What will happen to the attitude of customers and consumers

what are the challenges to media enterprises? What are the elements for enterprises to survive? What are the different future opportunities for print media? Such issues have become a hot topic among experts and scholars from all over the world

what can printing do in the face of interconnection

interconnection is to a large extent regarded as one of the reasons for the structural crisis of print media. Dr. Fogel of the German media research institute compared this view with the help of various consulting and statistical data, and elaborated on the development prospects of media applications

the survey shows that on the Internet, computers only spend 27% of the time, while people stay offline most of the time. Fogel believes that Internet is not a real media for him, but a platform, although there are media on this platform. According to the survey of users, access to real information and other aspects is rarely through the Internet. Therefore, the argument that printing should be replaced by other media is pure conjecture. He confirmed through investigation that printing still plays an important role in information supply

for Fogel, the function of media is very important. Printing has many advantages, such as tactile, visual appearance, flexibility of use, multiple applications, possibility of transmission, page collection and volume, as well as the carrier of advertising gimmicks, accessories and commodity samples. Fogel believes that printing is close to each other, and there is no problem that printing is at a disadvantage. In the long-term comparison, it is found that the utilization rate of magazines and newspapers has never been lower than the average level. Of course, in order to survive in the media industry, general marketing is necessary, which is Fogel's central argument

printing needs cross media connection to survive.

Fogel believes that the mass media ignores the brand effect. As a reliable close partner, brands should be positioned in the consumer field of customers. Fogel said: many publishers mistakenly believe that a magazine has a title, which is naturally a brand. In fact, it doesn't work. Therefore, he asked for more brand series in the mass media industry, and each new department must win brand value again

in fact, readers most want to talk directly, which involves deepening the relationship between readers and publishers and opening up other markets. The expansion of each brand must start with printing. In addition, Fogel believes that there is still a lack of new image and quality of mass media

today's readers also expect to provide self-organization. For this reason, the possibility of interaction between magazine pages and Web2.0 is suitable as a supplement to printing. Magazines should also contact their communities through events and exhibitions. Fogel said that the future competition for the digital development of magazines and newspapers does not lie in electronic publishing, but in the competition of text and image providers. However, the development trend of mobile media has not weakened. Fogel put forward his view: the perfect magazine is modern mobile media

print runs have shrunk, publications have been closed, layoffs, short-term jobs, and printing plant closures. Hassenbeck impressed the audience with such harsh words. He believes that the media industry in this difficult situation is not the consequence of the international financial crisis. This media crisis is caused by the industry itself, which is consistent with Fogel's opinion on this point. Hassenberg said that the biggest problem is to miss the publishing house's investment in products and new development. The Internet and its impact on the advertising business are completely underestimated. On this point, hassenberg's view is contrary to Fogel

from 1992 to 2003, the total printing volume in Germany doubled. This has led to great competition, and the explosive growth of new media has led users and communication decision makers to put forward excessive demands. The consequence of media flooding is to reduce the attention of customers, which means less advertising. Hassenberg said: the collapse of the advertising market is mainly because there is no response, and customers have no response to it. Nowadays, the media industry is in a stage of frequent unplanned reshuffle. However, it must be taken into account that all publishing houses that lose money on the Internet have not yet made money

the communication market is much larger than the traditional publishing market.

hassenberg believes that printing will survive

in the past 10 years, the huge growth of the enterprise publishing market is the most interesting topic. Starting from the customer magazine at that time, a new huge space has been developed, from yearbooks, electronic publications, personality research materials to executive media and cultural newspapers. At present, this market is of special interest to publishers, and the enterprise communication market is much larger than the whole traditional publishing media market

McKinsey's analysis in 2008 showed that 780million enterprise magazines were produced in each publishing cycle. In Germany, Austria and Switzerland, enterprises invest 4.5 billion euros every year. There are about 14900 business magazines in Germany (B2B and B2C: B2B refers to e-commerce between enterprises and B2C refers to e-commerce between enterprises and consumers). Hassenberg said: for me, printing is the driving force of other media

hassenberg said that at present, the enterprise communication market is not mature, so there will be many changes. The opportunity for the publishing industry is to better serve minority groups with high-end cross media products. The future belongs to the integrated media concept, which connects all communities of the enterprise through printing, and mobile solutions. Enterprises can only seize opportunities through their media business processes. Now we should take advantage of all possibilities to occupy a new position for printing

in addition, hassenberg took the introduction of Mercedes Benz C-class car as an example to illustrate how printing plays a role as a driving machine. The new C-class car has published large paragraphs of words and photos in Mercedes magazine. The cover story can be viewed from the printed text, and of course, it can also be found on the Internet. The company's C-class car Express was released, using interactive videos to display the details of the new car. In addition, the video podcast introduces the production plot of the C-class car in 4 episodes, and the appearance image of the car can be provided through text messages. Hassenberg said that printing no longer plays a role in this regard, but it has been incorporated into a new function as a palm media

integrating into communication channels will be the future of printing

in view of the development of print media, participants agreed that print media will still exist in the future. But it must adapt to the challenges of the market

willer, manager of automotive world magazine in Stuttgart, reviewed the importance of printing for high-end quality, touch and the advantage of being close to customers. He said: all products we have completed in the past 20 years are financed by advertising support. But this era is over. At present, the focus of printing must be focused on special readers, which are as authentic and reliable as the current successful "landlust" magazine, and suitable for special groups. Weller introduced another successful case of a new magazine, "neon 1 vibrates when loaded (pointer jitters)", which happens to cut the life interest of the middle-aged and young generation

mitt Bach, CEO of the World Press Publishing Association, believes that newspapers must target specific markets in order to continue to play an important role. The current situation is not hopeless. He said: 76% of Germans do not want to give up their daily newspapers. If it comes to information consumption, printing is still the absolutely dominant market area

the manager of Mel Miller media said: printing will not disappear for a long time. IKEA (furniture) printed 190million catalogues. 80% of the subscribers of Globetrotter, a German travel magazine, receive a catalog and read it at home

the mixing of communication channels will be the future of printing. Printing alone cannot survive. In our view, from 2012 to 2015, mobile and e-commerce will be the backbone of our enterprise and will outperform our prepress and media departments

Fogel believes that if publishing houses re recognize the needs of readers, clarify the functions of newspapers, and rely on communities in terms of magazines, they should make great efforts to change. Therefore, there is still much work to be done in marketing and customer focus

nowadays, the printing and media industry is in the stage of reshuffle. The reason is that science and technology have changed the mode of communication, resulting in changes in lifestyle and requirements for changes in printing media. At the end of last year, the famous Stuttgart University of print and communication held a seminar on the future of print media. At the seminar, what role will print play in the future? What will happen to the attitude of customers and consumers

what are the challenges to media enterprises? What are the elements for enterprises to survive? What are the different future opportunities for print media? Such issues have become a hot topic among experts and scholars from all over the world. In this regard, the German printer made an in-depth report in December 2009, issue 42