The Role of Print in an Electronic World Graham Plant Executive General Manager PMP Digital & Pacific Micromarketing

“The digital revolution is far more significant than the invention of writing or even of printing.” - Douglas Engelbart (American inventor, early computer and internet pioneer.)

iPads are ……. AWESOME!!!! 3 million sold in 80 days following launch15 million sold in 9 months

But….there will always be a place for real Books

Retail and Mail Order Catalogues

On-line and Off-line work well together

A Case Study: “Jill” and “Jane” Online behaviour of two similar research panel members was recorded and examined in detail “Jill” Visitor to tesco.com Female Born 1961 £40,000 to £60,000 per year Lives in South East “Jane” Visitor to tesco.com Female Born 1956 £40,000 to £60,000 per year Lives in South East Receives Catalogue Does Not Receive Catalogue ‘comScore 2006 – ‘Passively recorded behavioural data

“Jill” who receives catalogues spent £350 online while “Jane” spent only £75 online Jan.Feb.Mar.Apr.May.Jun.2006 “Jill” “Jane” No Catalogue Catalogue 3 visit 90 pages 50 mins 5 visit 23 pages 13 mins 4 visits 40 pages 23 mins 2 visit 57 pages 31 mins 1 visit 5 pages 6 mins Jan – Jun Total 15 visits 212 pages 118 mins Jan – Jun Total 2 visit 22 pages 21 mins 6 Purchases £350 Spent 1 Purchase £75 Spent ‘comScore 2006 – ‘Passively recorded behavioural data 1 visit 17 pages 15 mins 1 visit 2 pages 1 mins

Magazines and Newspapers

Digital and Off-line Connect 7 Ways Print Magazines Are Using Social Media to Engage Readers 1.Curating Content 2.Expanding Editorial Content 3.Offering Expertise in Real Time 4.Catalyzing Connections 5.Leveraging Influence 6.Extending the Editorial Experience 7.Monetizing Social Media Source:

Print Advertising

Direct Mail

Social Networking = Word of Mouth

How does Social Media impact on print?

The customer drives the channel Multi-channel marketing program & ROI Consumer insight Customer & Data analysis “what” your customers buy (and don’t) “when” your customers buy (and don’t ) “how” they buy “where” they buy Understand “why” your customer buys Consumer insights drive multi-channel marketing decisions and investment.

Print works best when connected Know the consumer Consistency in content and style Keep the on-line and off-line connected Use on-line to attract new customers Make it relevant to the audience And Finally Electronic media does not have to replace print Print needs to embrace new channels to extend its value and its reach.

“We’re not in the business of keeping the media companies alive. We’re in the business of connecting with consumers.” - Trevor Edwards, Vice President, Global Brand & Category Management, Nike October 2007