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How to take advantage of print media while it still exists

For many reasons, print media has descended into obscurity, and evolved into digital, but its death is still far off. In the meantime, there are smart ways to use print media to your advantage.

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The decline of print media

We’ve been predicting the death of print media for years, as Newsweek becomes the latest print casualty, but like most entrenched industries, it will always take way longer than anyone would expect. Despite Priceline and Kayak, there are still travel agents, albeit less of them. And print will go on in some form because in some cases, it’s still a useful way to distribute information.

We’ve seen the demise of the medium predicted as publishers cannibalized their own revenues by giving away all their content online for free with the hopes of selling banner ads. We saw a race to the bottom with banner inventory prices that was further ballooned by the rise of bloggers who, without the same barriers to entry as printing, were able to go toe to toe with some of the largest publications in the world. But forget large bloggers – there are just… so many bloggers that even if on average a blog gets 50 hits a month, times a million blogs, that’s still 50 million eyeballs the big players are missing.

When people argue against the end of print, you have to wonder if they somehow had access to hundreds of millions of dollars in investment capital, what they’d think if newspapers never existed and someone came to them with the following idea to invest in:

“Newspaper Business Plan”

“Reading the news online is great, but sometimes we miss a more artistic and tactile approach. Our plan is to take yesterday’s news, quickly create a beautiful “layout” with computer software and designers working day and night, then print millions of copies overnight in a huge printing plant using millions of dollars in equipment. We’ll then send these “newspapers” to distribution points all around the city. From there, we will utilize an army thirteen-year-old boys on bicycles who will distribute the newspapers door to door in their neighborhood after school in exchange for gratuities from our customers so they can go buy Topps baseball cards, Silly String, and Now-N-Laters. And we’ll support the whole thing with advertising. We think printing last week’s help wanted ads and apartment listings will be a surefire revenue driver!”

Why print media is destined to die

Bananapants, right? But that’s what exists. And that’s why its death is inevitable, because it’s essentially a zombie industry whose legacy allows it to borrow against its future, a future that’s dwindling faster than Tim Tebow’s playoff hopes.

Why has the death of print taken so long? While technology allowed for the dissemination of the same information print offered, only faster and for free, the same technology had not caught up to the same aesthetic and user experience that readers are used to in print. We still want a beautiful layout, or even a layout that looks like David Carson went on a meth binge. But being limited to a handful of fonts and fairly straightforward layouts most definitely curtailed online media’s ability to compete. Even though it’s faster and more timely to get information online, we still love to turn pages.

The tablets changed all that. Slowly, we’re seeing digital versions of publications that let us flip through the pages like a magazine or newspaper that have not only the same beautiful design as a printed piece, but even embed video and animations in a way that doesn’t seem weird. We now live in the future. It’s only a matter of time before everyone catches up.

The fudging of distribution numbers

Print is further hampered by the fact that, as opposed to highly trackable and audible online media, for its entire existence, print’s numbers were, well, bullshit.

The standard readership numbers went something like “Well, so we printed 100,000 copies and sent them to 100,000 homes. We figure each home has 8 people living in them, plus, you know 5% of homes were burglarized by second time offenders who had literacy training in prison, and our cousin had a plumbing problem so you know that whole work crew was in his house last week, therefore, if everyone who came within 50 feet of the publication dropped everything and read it cover-to-cover, then clearly at least 4 million people read it (if not like 8 or even 30 million on a good day!) and we have a feeling because of all the pretty colors and its proximity to the last 1000 words of our hard-hitting expose on the 100% rise in toothpick-related fatalities from 1 to 2 in the past year, they especially paid attention to your 1/4 page ad on page 168. Did we mention sometimes after people throw the publication out, the garbage collectors read it on their break?”

Print is on the way out. But you can still take advantage of it as a marketer.

Print on the long tail

Forget buying a full page ad in the New York Times. Media rates at that level are determined more by supply and demand than what their real ROI is going to be to an advertiser. What I’m talking about is local newspapers, college newspapers, anything with a circulation below 10,000 or so. Trying to build a new brand with a broad target market on a budget? As opposed to a major publication, who may not return your phone call even if you do have a check for $50,000, that same money could be spent to advertise in 50-100 small publications and actually reach more people.

Of course, in the digital age, how do we translate our print to online effectively? Creating brand awareness is great. But if you’re used to the instant gratification of seeing your analytics pop up in real time, the glacial speed in which print moves can be quite frustrating.

Bridges to digital

• Contests: Using print as a way to supplement a contest being held via social media is a great way to get more people involved. The key here is the “carrot.” It makes no sense to spend $50,000 to give away a $50 gift card or 10% off the purchase of your mediocre product. Be imaginative with the prizing. Find something bespoke on Etsy made by someone who has a great following and leverage their social audience as well. Buy something bizarre on eBay. Make something compelling enough that I’m going to grab my phone and find your contest right now, while I’m looking at the ad. And sure, use a QR code if you must for tracking, but remember that for most of us, QR codes are ugly and make us throw up in our mouth a little.

• Experiential and Events: Hold some sort of special event in a local market that requires an online RSVP. Or use it to announce that your experiential tour van is going to give away free samples at a set time and place and anyone who pre-registers online gets a special incentive. Remember, when we use the long tail print above, you’re in local and college newspapers – people tend to actually pay more attention if you’re taking about something going on in their community. For example…

• Making a difference in the local community is a great way to translate print to digital. You can pay Facebook $1 per like by buying ads, or you could donate a dollar to the local homeless shelter or community garden, or even let people vote on what difference they want made in their community. Even if it’s used to grow Austin weird.

Enjoy it while you can

Once your have your print pointing to digital, you can consider a feedback loop. Follow up the print with ads featuring photos of the event you held, pointing to a microsite where the people who attended can download them. Update it with news on the progress of the community activation, so people can see that you did use the funds to have 3D Chalk Dude draw the rival school’s mascot being sucked into the fiery pits of hell.

As print becomes less popular, ad rates will continue to fall. It won’t last forever, but smartly integrating print into your digital is something you can enjoy while you can.

Marc Lefton is a creative director and tech entrepreneur with over 20 years of experience. He's a partner in Digikea Digital based in NYC and Gainesville, Florida.

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5 Comments

5 Comments

  1. agbenn

    December 26, 2012 at 3:59 pm

    Great article, the only thing missing is the monitization of the online space, it’s expensive for online publishing too and just gets more expensive every year. Dev costs, hosting costs, passed on cost of bandwidth we used to get for free because we were smaller publications, and the overhead of content production in general, web editors, staff and the like. This notion that paying penny ad rates on a niche site is bullshit in and of itself. It ain’t going to happen. What’s it cost to run a television ad that’s barely targeted? It should be equal to the ad spend on many online publications but it isn’t even an nth of that. No, my prediction, is the web is going to get even more expensive, and even the big online publishers will suffer as long as companies like google continue to drive down the cpc or cpm, demand has a price, and pretty soon, those eyeballs will be paying for it – it’s just a matter of them catching up to reality – business cost money no matter it’s location.

    • halffiction

      December 27, 2012 at 7:59 pm

      Thanks, Benn – yes it’s not only rising costs on your end, the driving down of CPMs by Google, etc. but supply/demand are affected by taste and lack thereof. I’m in the business of making creative and beautiful ads which are expensive to produce and require talented people to execute, much like your business. However, someone who has a cousin with a stolen copy of photoshop could easily make a mockery of what we do both from a design and copy aesthetic all the way down to the technical details of production and a client with poor taste will just see the cost savings. In an online publication’s case, the oversupply is coming from many more directions, from content mills and SEO spammers, people posting cat photos on Facebook, etc.

  2. JoeLoomer

    December 27, 2012 at 7:42 am

    Benn hit the nail on the head. I thoroughly enjoyed the article, but at least in my small neck of the woods, the only local paper charges similar fees for online ads as for print, even increasing their fees as their distribution numbers decline (thereby helping the snowball down the hill).

    Navy Chief, Navy Pride

    • halffiction

      December 27, 2012 at 8:01 pm

      That definitely makes sense, when I lived in a small town I saw the local paper doing the same thing. Local advertisers are often not savvy about what online stats are meaningful.

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Business Marketing

5 ways voice is changing the SEO game

(TECH NEWS) As voice assistants take over our lives, you may worry how your SEO fares in this new, uncharted territory. Let’s discuss.

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voice and SEO

SEO is a moving target. The standards change constantly so, despite years of experience, many web designers struggle to meet all the optimization guidelines. How, then, can any business confidently approach the web design process? It starts with recognizing those evolving norms, the newest of which is voice search.

Why Voice Search Matters

For years, the dominant SEO rule has been mobile first. The introduction of voice recognition systems, like Siri and Alexa, to smartphones has dramatically changed how we interact with devices. In fact, 20% of Google searches are voice searches with that number expected to grow rapidly over the next few months. Businesses and web designers, then, need to make sure their sites are voice ready if they want to stay relevant. Though the sites may stay the same visually, they need to gain a new edge functionally.

From The Ground Up

Modifying your website to support voice search isn’t as simple as many other SEO transitions, but if you take a ground up approach to the process, you’ll be able to reshape your website around those changes. Still, you’ll need help to do this correctly. When adapting your website for voice, SEO consultant Aaron Rains recommends hiring an expert for a full site audit and analysis to maintain your page ranking. You don’t want your page to take a rankings hit because you’re trying to keep up with the trends.

Expanding Your Device Options

In addition to its advantages from a mobile perspective, making the move to voice search also means expanding your site’s horizons by making it more accessible to new devices, particularly the smart home speakers that are gaining in popularity. Users are particularly comfortable with these devices because they rely on natural speech patterns rather than half-formed search terms. Children growing up with these smart speakers in their homes seem to view them as part of the family and will be native voice search users as they grow.

Snippets For Search

Part of updating your website for speech is optimizing the content to match changing search patterns. One of the key ways to do this is through the use of featured snippets.

Featured snippets are designed to help put your website in the #0 spot – the top ranking. To do that, you’ll want to put the answers to your most popular queries in the first few sentences on your page. This is especially for purchasing and local search since people frequently use voice search to find local businesses. If you can optimize for the most important snippets early on, you’ll be way ahead on the competition and have a greater ROI.

Rebuild and Reassess

After modifying your website for voice, you may find your rankings initially drop. That’s because you need to request your site be re-indexed. Otherwise, search engines won’t be able to match queries with your new site content. Re-indexing will put all of your new information into effect and make it possible for users to search using the featured snippets. Re-indexing your site will also help you ensure that you haven’t interfered with the crawl-ability of your site.

Experts expect half of all searches to be voice-driven by 2020, but since 50% of users with voice search access already use it at least occasionally, now is the time to act. Even if many users are still wary of voice search, you can’t afford to fall behind. Those users will still be able to rely on traditional text search mechanisms, but that won’t help voice enthusiasts. If you lose those early adopters now, they might not come back when you’ve caught up with the voice search revolution.

This editorial was first published here in March of 2018.

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Business Marketing

10 podcasts that every business owner should hear

(MARKETING) If you’re a business and want to learn something, give one of (or all of) these ten podcasts a listen.

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headphones listen podcasts

So many choices, so little time

As podcasts grow more and more popular, it has become increasingly difficult to sort through the sea of excellent options out there.

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From interviews with business leaders to industry specific advice from experts, podcasts are an incredible free and convenient way to get a small dose of inspiration and knowledge.

Business podcasts for your listening enojoyment

This short list offers just a taste of the myriad of business podcasts available. Whether you’re an aspiring entrepreneur looking for some tips on breaking into a new industry or a seasoned vet hoping to get some new inspiration, we hope you’ll find something here worth listening to.

How I Built This, hosted by Guy Raz.

Podcast fans will recognize Guy Raz’s name (and voice) from TED Radio Hour. While that show can be a great source of inspiration for businesses, one of the most consistently inspiring shows is his new project that shares stories and insight from some of the biggest business leaders in the world. In just four months, Guy has talked to everyone from Richard Branson and Mark Cuban to L.A. Reid and Suroosh Alvi. While there are plenty of excellent interview-driven shows with entrepreneurs, if you want to hear about the world’s best known companies, this is your best bet.

The Art of Charm, hosted by Jordan and AJ Harbinger.

The Art of Charm is a business podcast by definition, but the advice it provides will definitely help you in other parts of your day-to-day life as well. With over three million listens a month, the incredibly populat show provides advice, strategies and insight into how to network effectively and advance your career and personal life.

StartUp, hosted by Alex Blumberg and Lisa Chow.

If you’re an entrepreneur, there is no excuse not to be listening to StartUp, the award-winning business podcast from Gimlet Media. The show’s talented hosts come from incredible radio shows like Planet Money and This American Life and bring a top-notch level of storytelling to the show, which provides behind the scenes looks at what it is actually like to start a company. Now on the fourth season, StartUp is one of those business podcasts that even people not interested in business will get a kick out of.

The Whole Whale Podcast, hosted by George Weiner.

One of the best things about podcasts is the wide variety of niche shows available that go in-depth into fascinating topics. One of those shows is the Whole Whale Podcast, which shares stories about data and technology in the non-profit sector. You’ll get detailed analysis, expert knowledge and can hear from a long list of social impact leaders from Greenpeace, Change.org, Kiva, Teach For America and more.

Social Pros Podcast, hosted by Jay Baer and Adam Brown.

Navigating the surplus of social media guides online can be a nightmare, so look no further thna Social Pros. Recent episodes talk about reaching college students on social media, the rise of messaging apps, and making better video content for Facebook. Plus, there are great case-studies with companies doing social right, like Kellogg’s, Coca Cola and Lenscrafters.

Entrepreneur on Fire, hosted by John Lee Dumas.

One of the original entrepreneurship shows, Entrepreneur on Fire has logged over 1,500 episodes with successful business leaders sharing tips, lessons and advice learned from their worst entrepreneurial moments. Sometimes humorous, sometimes heartbreaking, always inspiring, this show is sure to have at least one interview with someone you can learn from.

The $100 MBA, hosted by Omar Zenhom.

Think of The $100 MBA as a full-fledged business program in snack-sized portions. The daily ten minute business lessons are based on real world applications and cover everything from marketing to techology and more. Cue this show up on your commute to or from work and watch your knowledge grow.

This Week in Startups, hosted by Jason Calacanis.

This is your audio version of TechCrunch, Gizmodo or dare we say The American Genius. Each week, a guest entrepreneur joins the show to talk about what is happening in tech right now. You’ll get news about companies with buzz, updates on big tech news and even some insider gossip.

The Side Hustle Show, hosted by Nick Loper.

This is the show if you want answers for the big question so many entrepreneurs face. How do I turn my part-time hustle into a real job? Featuring topics such as passive income ideas, niche sites, and self-publishing, host Nick Loper is upfront and honest about the tough world of side hustles. The show features actionable tips and an engaging energy, and may just be that final push you need to grow your gig.

Back To Work, hosted by Merlin Mann and Dan Benjamin.
Focused on the basics that you don’t think about, Back To Work looks deep into our working lives by analyzing things like workflow, email habits and personal motivation. Somewhere between self-help and business advice, Back To Work takes on a new topic relating to productivity each week.

#LearnSomething

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Business Marketing

A personalized daily digital marketing checklist

(MARKETING NEWS) For all businesses, it is not only essential to develop an digital marketing strategy, but also necessary to utilize it in order to gain customers, and ultimately make a larger profit. This app can help.

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clearpath digital marketing

There is no doubt that starting your own business can be overwhelming. Along with promoting your business at events, meetings and in person, digital marketing strategies play a key role in the success of a company. For all businesses, it is not only essential to develop an online presence, but also necessary to utilize it in order to gain customers, and ultimately make a larger profit.

Simply creating a website and Facebook page for your business is not enough. However, software tools can help simplify digital marketing. ClearPath is a tool that organizes and creates tasks to optimize your online marketing. By creating to-do lists for you based on your online marketing strategy, you can focus on the areas of marketing that improve your business, all the while receiving useful tips and advice.

Using ClearPath is pretty straightforward and only requires one prerequisite. Before beginning, you must have a website.

If you are already lost, don’t panic. ClearPath can help you develop an online presence. Once your website is linked up, you get to choose the marketing channels that you would like to focus on. These include Search Engine Optimization (SEO), email, social, content, analytics, local, pay-per-click (PPC) and Conversion Rate Optimization (CRO). Again, if you are lost, ClearPath is there to help you strategize.

After ClearPath analyzes your site, they start sending you customized tasks based they believe can improve your online marketing.

As you finish each task, you can simply check it off and it will disappear. New tasks will appear each day, and some may even repeat as they need to be updated.

Whether you are well-versed in digital marketing or not, staying updated with the newest ways to optimize your business online is a constant struggle. Tools like ClearPath give people a place to start. Although I don’t think it can supplement an active and experienced digital marketer, it is a tool that can help small businesses that cannot afford to add to their team yet. At the end of the day, it aims to save you time. And since time is money, your business will hopefully be more profitable.

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