Thursday, December 08, 2005


Repositioning Print Starts with Ourselves

Last issue, I discussed our being pushed aside as the “offline media industry.” This time, I’ll review the steps that we must take to remain viable in the communications marketplace.

We have to look at ourselves in the eye and say:
Our industry has the skills to effectively and efficiently manage the multichannel communications logistics that clients need in order to reach their fragmented target markets and to address the “I want it now” attention span of those marketplaces.

The first step toward solving a problem is to admit that you have one.

So let's take our first steps. Let's say it together: "Electronic media have undeniable and pre- emptive advantages in the marketplace." There, that was good. Now add this: "The recognition of those advantages is growing."

Okay, now add this: "I will do something that adds new media to the marketing arsenal of my printing business, and I will use new media myself as a means of showing that print executives understand the new world of communications."

It's exciting to get into a new business, and internalizing these concepts is the first step. If we don't do this, we will become marginalized as the "offline media" business, and that's not a good thing. After all, "The Offline Media Council" does not have a compelling ring to it.

The next big ad:tech is in April in San Francisco. They also have smaller events around the country and the world. Attend one and learn as much about your new media competitors as you can. After all, they're striving to get the same scarce marketing dollars from clients that we are.

Link to Ad Tech Events

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