The alternative taxi company Uber is also going to use print to communicate with its stakeholders. It has launched Momentum, a magazine to inform its drivers. Uber has 150.000 drivers and a magazine is an important channel to better connect with them.
The Dutch have a tradition of sending greeting cards,it is estimated 200 millions cards were sent in 2013. This year a special Valentine promotion was used to boost the use of cards. A personal kiss replaces a stamp.
Denmark is the world’s most digital country. Only a few weeks ago it announced that the largest digital photo album, with nearly 2 million records, would be available. Interesting to see how low tech forms of communication, like letters and mailings would survive.
Hollywood, California (CNN)The shining Oscar statuette is a celebrated symbol of the Academy Awards, but there is another icon on the Oscars scene. Weighing a quarter of a pound and seen by millions of viewers around the world, it's the Oscar envelope.
Aldi has launched a 60-pages free customer magazine in the South of Germany. Aldi Inspiriert (Aldi Inspires), is printed on a total circulation of 1,83 million copies and will be published four times a year. Although it does not contain advertising, it promotes of course the Aldi products.
E-commerce providers have to use their marketing budget in a targeted manner and avoid scattering losses as far as possible. When an increasing number of shops move onto the market, the costs for optimally positioned online advertising increase significantly. This means that printed mailshots become a genuine alternative for winning new online customers.
We've shown various examples of how newspaper and magazine ads can make a link to online. QR codes, Augmented Reality, built-in CIM cards with a low-cost phone, digitally printed codes in magazines and now also a 'Like' button. Fashion company C&A developed an interactive ad in Brazil using the Facebook Like button.
Magazines Canada has put together a very comprehensive overview of the strenghts of magazines. It presents detailed data on the performance of magazines in Canada, the role of magazines in a number of key product categories, an overview of variuos studies about the effectiveness of magazines and the role of digital magazines.
It’s been likened to getting water to flow upstream, or unscrambling an egg. But however back-to-front it sounds, in an era where print publications have flocked to the web to cut cost and find ways to cash in on online income, there are pure play website publications which have done the exact opposite by branching successfully into print.
This is the second article of a series of three about consumer trust and the credibility and trust of media. Of course we will have special attention to the role of print media. This article focusses on the industries for which print is vital for building trust.