I have to admit I have been on the band-wagon of print going by the wayside for some time now. A couple of weeks ago, I heard the best answer to the direct question, "Is print media dead?" The response was (paraphrased) "Look, the way I see it marketing is about doing more of what works and less of what does not work, so if print works for you then by all means do more of it. If not, then don’t. I still think it works in every market."
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I agree with your person’s paraphrase…print is neither “alive” nor “dead.” It’s evolving and residents are demanding more than just print. I would venture to be so bold to say that if your primary media outlet is print, you are very outdated in terms of your current resident base. Your media needs compliments–a full targeted, media mix. And those compliments are texting, search marketing, online presence, direct mail and relationship building (aka social marketing and networking…a personal marketing touch). What do you do to personally facilitate a one-on-one relationship with your future and current residents? Do you have a relationship? You need one. And you need a mix of media to get where people are today.
Good post, online publishing is generating more revenues for the publishers. I do the frequent research on publishing trends and observed that circulations over the new technology mediums are generating the revenues for the publishers. As the result all of the major publishers are already circulating over the online and some publishers are using the companies like http://www.pressmart.net help to distribute their publication over the new technology mediums.
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I stumbled across this post as I was trying to research some “print is dead” resources for a co-worker. How far have we come from February 2008 (when this was posted) to June 2012? Just curious as to your thoughts.
David,
So very sorry for the long pause here. No excuse – please forgive me.
I think we have come a long way. You can see it with your own company. As I understand it, you are well into a phasing print out process whereby you will become a wholly internet based business solution. I think we are well past the inflection point whereby consumers reach for the smartphone, pad or laptop before they reach for a magazine and we won’t go backwards once we get to the end of evolution.
That said, I still stand by the “if it works, use it” statement and I think it will be another long bit of time before we see print publications go away for good. It will happen but not for some bit of time.
On that note – I do worry that the ILS is the new competition (not the property next door or across the street). In addition, ILSs make my property look like a commodity. Not a dig just an innate flaw in the necessary efficiencies an ILS has to build into their platform.
I think the the proliferation of the internet, self-publishing tools and social platforms have all but crushed the barriers to entry that big media houses have enjoyed for a long bit of time. In my head the day of the middle man is long gone and smart, sophisticated and nimble management companies can do this stuff in-house despite what anyone says. It just takes some creative shifting in the way we have done business up to this point in time. It’s not free and it’s not easy but it is well worth it and fruitful on all levels.
Love my friends in the ILS world but my chief aim is to spend those hundreds of thousands of dollars creating amazing and over the top experiences that my residents, prospects, vendors and employees will charish and rave about.
It’s #gameon time-
Take care David and I would love to hear your thoughts on the same subject. Care for and appreciate your thoughts and opinions on this stuff.
M