Who to trust?

I did a presentation two weeks ago to an international company in Belgium about the impact of Internet channels on their B-t-B media mix. During the discussion we started talking about the way consumers deal with the lack of trust related to news or insights presented via the web. The equation "for free = no value = no trust" holds true for a great number of people. A study from Forrester shows that although trust in traditional media as television, newspapers and magazines reduced over the period 2002-2204 , it is still more than double that of Internet. However consumers develop alternative strategies. When asked who they trust for product information, consumers rate recommendations from friends/family, online consumer opinions and requested email updates higher than advertisements on television, radio or magazines. Other research from Forrester shows that more than 20% of European online consumers sent a link to friends or family and also visited links provided by friends or family. It looks like that word-of-mouth and buzz marketing is the driving force behind the growth of social networks. This could also imply a revival of customer magazines on the condition that customers can participate.

Sappi launches new booklet in Life with Print series

Sappi Fine Paper launched at the first Interactive Advertising Bureau Europe (IAB) Conference the third booklet in the Life with Print serie. At the European summit of internet interactivity the paper manufacturer presented a point-of-view on how traditional media and new media integrate to the benefit of effectiveness. This booklet covers interviews with leading people from MasterCard Europe, Carlson Marketing, IAB Europe and Philips, includes international cases from Microsoft, Eurostar, Timberland and Napster, views from Joseph Jaffe, Rupert Murdoch and Pelle Törnberg and research on how integration of internet boosts the overall effect of print campaigns.
The Life with Print programme -developed by Frysk- is addressing advertisers, media and creative agencies and underlines the importance of print media as part of the media mix. The programme is used worldwide with emphasis on Europe, USA, South-Africa and Asia. Other booklets in the series are "Direct Mail in the media mix" and "Brochures and Catalogues in the media mix". The booklets can be ordered via LifeWithPrint@sappi.com

How a logo creates epileptic fits

The much criticised logo for the Olympics to be held in London in 2012 has caused some viewers suffer from an epileptic fit. A short animated sequence in a TV commercial contained rapid flashes of colour that have caused these fits. The London professor Graham Harding, who has developed a specific test on TV images, concluded that the material should not be used any longer because of the risks involved.

Digital and screen printing for large formats surging

I visited FESPA, the world's largest trade show on digital printing for large format in Berlin last week. The increase of 20% in visitors demonstrates the growing importance of (screen and digital) large format printing. I listened to a presentation of Bob Holt (Production Link) and Michel Caza (both members of the FESPA Awards) who showed the available printing techniques with screen print. FESPA introduced an inspiration book on this theme called Sensations. This lavishly produced book shows the possibilities with different inks and special effects.
Most exhibitors presented their equipment live at the booths, which made some of these booths look more like small print plants than a branded environment that creates credibility, trust and above all brand preference. Agfa was one of the booths that stood out with a daring colour coding and presented their recently launched C3 concept.

More titles launches to maintain total circulation

Eija Ailasmaa, President and COO of Sanoma Magazines, gave her view on the developments on the magazine markets. Interesting figures about the number of launches (590 new titles in 2005 in UK, 150 in 2006 in Sweden), with declining average circulation figures ( -5,4 % for women magazines in The Netherlands during the period 2000-2006) new introductions remain imperative. But introductions are expensive as Portfolio in the USA shows ( estimates range from $100-150 mio). After free newspapers Ailasmaa also referred to free magazines as a major development, Sport in London is a great example, and also cultural city guides or customer magazines. The growth area is online, Sanoma showed a 42% increase over the last period. However online represent today only 5% of total revenues. Nevertheless it will shape the industry according to Ailasmaa.

Finland invests € 10 mio in Innovative Printing project

I listened last week at the PulPaper conference to a presentation on a unique project: Innovative Printing. This project started last year to support the development of consumer oriented media products. It has a total budget of € 10 mio for 2-3 years and the support and participation of the leaders of the Finnish media industry. Already today research projects have been allocated to 26 different projects. Perspectives on the Innovation Strategy come from very diverse industries, including Bio, Chemicals, ICT and Automation, and will include technologies as micro, nano, screen and material technologies and photonics. The programme has started with the print industry and will expand to the electronic media and mobile services in the next phase. This month a Strategy Team will present the Innovation Strategy till 2010.

Listen to paper

I'm still in Helsinki at the world' largest paper Conference, in the home country of Finnish forest companies that are among the largest in Europe and in the country from which Nokia originates. It might therefore sound as cursing in the church when saying that the future of paper might to some degree be depending on the integration of new technology. My presentation yesterday on the advertising value of print media elaborated on this subject. And yesterday night when checking BBC news I heard about a new form of convergence: paper that can talk to you. The Mid Sweden University has developed a paper with printed integrated electronic circuits and speakers that -when touched- can bring an auditive message. Making posters or packaging interactive. And today's marketing is all about interactivity.
To watch the applications go and watch this video. This 'sounds' very interesting for the paper industry but also for the digital printing industry.

Prima speech in Helsinki

On Tuesday June 5 I will be addressing the audience of the PRIMAPulPaper Conference in Helsinki. This Conference deals with the major developments and opportunities in this industry. This Conference has become the world-leading event in the pulp and paper industry. I will be talking about the changes in the print media world especially from an advertisers point of view. What is the overall outlook and how can media companies and brands anticipate?

Listen through a poster

An award winning campaign for Napster in Japan features a poster wall that allows passerby to listen to music. Music could also be downloaded via a special QR code on posters. This code when photographed with a mobile phone gives instant access to the Napster website.

Poster advertising surges

Recent figures indicates a surge in advertising spending in outdoor advertising in the USA. The new technological possibilities like WiFi, digital messages, Bluetooth and other increase the advertising value of billboards. It will be interesting to see what suppliers in the market propose at the international fair for digital printing FESPA in Berlin this week. In a graphics market under pressure of so many forces innovation pays out apparently.

Agfa' longest poster?

Agfa Graphics installed in Antwerp what is probably the longest ecologically printed poster. The 600 meter poster features a complete novel, photographs, manuscripts and other not earlier published material from Willem Elsschot. Elsschot is a well known Flemish writer who was born in Antwerp. His books have been widely distributed and translated in over ten languages. The poster was the centre piece of the opening weekend celebrating the commemoration of Elsschot's birthday 125 years ago. Agfa announced the project also online via their website (www.switchtoC3.com/Elsschotplein) where the entire poster can also been seen via Google Earth.

Deciphering ads

Creating ads that make people stop - "and do not pass like a ship in the dark"- is great. The Saatchi agency in Argentina developed some great ads for the Zoo of Buenos Aires. Ads that put a smile on your face, that express the intelligence of its creators and of the brand. Ads that create value for the brand.

Back with large media

I've not been posting for a while, as I'm in the middle of a major introduction for one of my clients. More about that later. This project has opened up my mind for what is happening in the billboard business. When you pay attention some very interesting things are happening, which do signal some kind of revival of this medium. That probably has to do with the fact that outdoor media are among the limited number of mass media. At the same time production costs are decreasing, while print quality gets better, so advertisers have a growing interest.
On Friday 13 the new Adidas campaign Impossible is nothing was launched in The Netherlands with a huge outdoor poster signed by a fine selection of Dutch sporters. Participants at the Rotterdam Marathon could add their "impossible" to the poster that was strategically located in the center of Rotterdam. Engaging consumers in a large way.

Prepare elections with a book

Yesterday I picked up a free copy of the book from the Belgian Prime Minister Verhofstadt about his eight years of premiership. His liberal party printed 300.000 copies of the 194 pages book that were distributed via newspaper kiosks in Flanders. In explaining this surprising move -less than three months prior to the elections- the liberals argue that the budget of € 500,000 invested in the book is more effective than using for example large billboards. Having heard that I'm curious to know how they will spend the advertising budget in the weeks prior to the elections in June. (By the way the book includes some pictures of Verhofstadt with other glasses than his much discussed Gucci designer glasses he received from his wife).

Google Master Plan

In November I wrote about the movie made by The Museum of Media History on the impact of Google on the online and off-line media. Two students from the University of Ulm (Germany) have now produced a movie called the Master Plan, about the power of Google. It is a sceptic view of Google' mission of making the world a better place. Expressed with nicely made graphics and a compelling story.

The paradox of choice in media planning

Media planners have a difficult job, the number of options to "touch" consumers explode. Consumers are confronted with advertising all day long, and creativity is put to the extreme to reach and start a dialogue with them. A campaign in Manhattan for example used HDTVs and Bluethooth technology integrated in busshelter walls to promote Discovery Channel.
Google, Yahoo, MSN and AOL dominate online ad spend in the USA -they have 92% of all spend, traditional media brands go online and online media brands start off-line, the number of television channels and pay per view options increase rapidly, television, video, music and games can be viewed and listened to via different platforms. The choice is inflating.
And the planner has not (yet) the tools to measure all of these new media the way he can with traditional media.
Touching consumers is getting more complicated, less reliable, less effective, more trial-based and above all more expensive. That might explain why certain advertisers decide to stick to the tried and trusted media. Unilever and Heineken announced some time ago that they would do so and recently Gini - a drinks brand from the Orangini Group - also announced that it would shift its media budgets away from television. Television simply requires too much budget to be effectively seen by consumers.
Question is whether the online advertising opportunities will not be doomed to the same scenario. The enormous amount of digital data as estimated by the IDC/EMC research this week illustrates the difficult task of the planner. How can he select the most cost efficient places to promote his clients brands? Today he does so by not choosing - he stays with Google, Yahoo, MSN or AOL.

Martin Lindstrom' extra sense applied

Lindstrom' book Brand sense argues that appealing to different senses at the same time will strengthen the brand experience. Singapore Airlines does so with a cabin scent, other companies think about the sound the door of car makes when closed or the sound of crushing cornflakes.
A 1940's style poster for the Sutton ski resort in Canada applies this thought by using scented pine cones and a poster with a "trompe l'oeil" effect. Together with the Sutton beer the brand experience was complete.
Hope they were having any snow this year.

Mayor Janssens in dialogue with 2% of voters

Earlier this week I attended the award ceremony for the "Gouden Veer" (Gold Feather) for the best written Flemish sales letter. Former colleague and current mayor of Antwerp -Patrick Janssens- introduced and handed over the award.
He "outed" himself as a great believer of one-to-one communication, which was surprising for an ex ad-man having worked on image campaigns for blue-chip clients. He estimated that he answers about 2000 letters a year. All of them are personal. He referred for example to a letter and handmade drawing he had sent to pupils of a local school which generated very enthusiastic feedback from the school. He sees this contact as essential in achieving his goal of creating understanding among the various communities in Antwerp. And acknowledged that the written word in one-to-one communication is probably stronger than an ad campaign.
By the way the award was won by a football club of the third provincial division FC Wieze for a letter to potential supporters.

Newspapers: more titles and higher circulation

The newspaper world is going through a contradictory development. On one hand the advertisers are more and more turning away from newspapers as a medium to advertise their brands. (Newspapers' share of total ad spend was down from 38% in 1996 to 31% in 2006). At the same time plenty of innovation is taking place in the newspaper industry. Just to mention the two most important: the reduction of the size and the growth of the free-newspaper category.
During the period between 2001 and 2005 the number of paid-for dailies worldwide jumped over the 10,000 mark the first time, representing a total circulation of over 450 million copies (+13%). The free newspaper market includes 189 titles with a total circulation of over 28 million in 2005 (+137%). This upswing in circulation includes the decline of one-size-fits-all newspapers. Newspaper are becoming more targeted and complementary to broader audience newspapers.
Now they have secured readership print publishers will need to rethink how to position their brands towards the advertisers and agencies audience. The advertising revenue model will need some rethinking to regain share of the advertising spend.

Paper, pixels and profits

I'm working on a major project that analyses the relationship between (off-line) print media and online media and came across the Deloitte Media Predictions 2007 brochure. Finally a point-of-view that is not over-estimating the hype of what is happening online, but presenting a more realistic and down-to-earth view of position and development of both media. It is clear that online will not substitute newspapers or magazines. Paper and pixels will coexist -and as Betsy Frank of Time Inc mentions- print will be the new new media. The real innovations take place in the print world. New formats, free newspapers, changed editorial approach, product development and integration of online are some of the domains of innovation. Online publishers are also discovering the value of the printed word. Some of them published the web content in books and boost their revenues in such a way. Print publishers should be more aware of the strengths of the printed word: practical, portable, foldable, inexpensive and lightweight. With 439 million people buying a newspaper everyday print is a real mass medium.