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.