Social media not killing print: PrintEx Forums

Online and print must work together, not in opposition, according to panelists from Australia Post, PMP and Lonely Planet who spoke at today’s first PrintEx Forum.

‘The Role of Print in an Electronic World’ drew a strong crowd, moderated by the vocal writer, Peter PitzSimons, who declared that: “I do have print in my veins … there’s a dynamic tension between print and digital media.”

Graham Plant, executive general manager of Pacific Micormarketing and PMP Digital, PMP Limited outlined the digital revolution that has affected not only the printing industry, but society as a whole which he believes has made people “more connected and better aware than before.”

Though he declared that iPads are “awesome”, Plant believes that electronic mediums are not a total substitute for print. “There will always be a place for printed books – you can’t always take an iPad everywhere with you,” he said. “Magazines and newspapers never go flat or run out of battery. Consumers will continue to use the media that is relevant to them.”

Pictured: We love print ... and online, too said speakers (l-r) Raphael Richards; Graham Plant; Peter FitzSimons and Michael Durie.

As far as talk of social media killing off print goes, Plant sees the argument as basic. “It’s made enormous opportunities for print,” he said. “If you go to the bookstore, there are tonnes of books all about social media and lots of those you can’t get as e-books. It [social media] has created a bucket load of work for printers in that regard.”

His advice for making print truly effective is to find new ways for the medium to be innovative and engaging. “Keep the online and offline connected,” Plant said. “Print needs to embrace new channels to extend its value and its reach. There is an opportunity to use that connectivity to a much larger consumer base.”

Lonely Planet has long been a big buyer of print for its travel guides that have become bibles, and though Raphael Richards, community analyst at the company, spoke about new developments including apps and bringing content to readers in new ways, there are no plans of getting rid of the printed books; in fact, they have just undergone a redesign.

“Travel information has stayed the same, but applications are changing rapidly,” Richards said. “Books will remain a key component to our business.”

Mail has also come under fire recently, with Australia Post closing down post offices around the country this year, citing tumbling letter volumes. Yet Michael Durie of Australia Post believes that the letter is not dying yet – even amongst the younger generation. “They get so little mail that when they do, they love to receive mail because it means something,” he said.

Tomorrow’s session focuses on creativity and innovation, led by Todd Sampson, CEO of Leo Burnett.