Maxys Max Media and Entertainment

Digital Paper Evolution

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Much is said about the end of print and television - yes and no.  Of a weekend I still like to read the newspaper or magazine down the beach or the coffee shop of a morning but yes, day to day, news is mostly delivered via internet news feeds, blogs and email report subscriptions.

Like we've seen in music what we'll see is more of convergence and transformation from analogue to digital - like old vinyl records to CD to online. Conventional media will increasingly incorporate digital elements - website addresses, semacodes, interactive advertising and so on.

The hardware may change - paper vs electronic but not the central communication.

This month Esquire magazine launched a new digital cover - very cool.

Magazines in particular offer a great model for online social community engagement - they already have a central subject matter; readers and advertisers - the challenge is the transformation - to maintain advertising revenues, profits and subscriber loyalty in the highly competitive online space - online, a reader's attention may only be a click then onto something else - consumer attention is not guaranteed.

The central factor here is maintaining "customer attention"

One of the major costs to magazines is production and distribution and certainly distribution and consumer consumption habits are changing. Many magazines look a bit like Hugh Hefners old smoke jacket - not with times, a sort of Gatsby feel.

Digital production costs are decreasing and digital media will increasingly encroach across all marketing and advertising channels - from interactive billboards to eventually videos on soup cans on supermarket shelves.

I can see it now as I walk past a can of spaghetti on a supermarket shelf. "eh, maxy boy, think spag on toast tomorrow morning after you've played touch footy [noise from left] over here mate, the low fat one!"...taking it further, imagine being a bloke (or girl) trying to buy some nice lingerie for your girl.... the mind boggles...back to subject.