Talk Back Tuesday: Print = Passion? What Say You?
There's a series of ad inserts that Conde Nast has been running in Automotive News. The compaign's theme is "The point of passion" and between the insert's size and the paper stock used it must be costing Conde Nast a good chunk of change. The photos on each page show various famous folks (this one has Robert F. Kennedy Jr., Vera Wang and Eva Longoria) gazing through various Conde Nast print publications in picturesque settings. Eva, for instance, is sitting in a red, late 1960s Mercedes-Benz SL with the copy, "Eva Longoria. Actress, desperate housewife, reader." Vera Wang is described as, "Designer, lifestyle mogul, reader." In fact, the word "reader" appears at the end of every description.
The ad copy on the back of the insert says, "A more engaged reader. A connection that drives culture. And the most effective media choice." Of course none of these folks are looking at a computer screen, though if you check out the online version of this ad campaign you will, logically, see famous folks looking at computer screens for Conde Nast's online publications like brides.com and flip.com, but online titles still make up a small minority of the company's offerings.
The "point" of this campaign seems to be, "If you want to have real influence with the 'right' kind of people you'll buy an ad in one of our many print publications." I can't begrudge a media company for spending ad revenue to try and create more ad revenue, but the idea that only print readers are truly "passionate" or "committed" or "engaged" makes me laugh. And suggesting it's "the most effective media choice" is, frankly, ludicrous.
Edmunds was in the print business for 40 years, from 1966 to 2006. We offered a compelling product that clearly "engaged" and "committed" the reader during those four decades, but we also recognized where the world was going. As a publishing company that prides itself on providing the highest quality content available it was obvious where we needed to focus our energy as the 20th Century wound down.
If you look at our Frankfurt Auto Show coverage from last week you'll find 81 vehicles covered with one or more photos and either news text, road test text, blog text or video coverage (many of those 81 vehicles feature all five forms of coverage). This content was available on many vehicles before the auto show unveilings, and on the rest within hours after the unveilings (including the fully edited videos).
So maybe Conde Nast is right after all. They may have very committed and engaged readers. But we have committed and engaged users that demand not only world-class prose but exceptional photography and entertaining video as well -- all delivered in a timely manner while offering the ability to interact with our editorial team and other readers.
But ultimately I'm as biased as the Conde Nast folks regarding whose publication is the most "passionate," so I'd like to ask you. Do you still read print publications, and if so do you still see them as having an advantage in terms of engagement, connection and passion? Do the movers and shakers of society still prefer print? Are online publications really just meant for 20-somethings suffering from ADD?
Give me your assessment of print versus online readers as of September 2007.
- Posted by
- Karl Brauer September 18, 2007, 6:00 AM
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- Internet vs. Print Publishing, Talk Back Tuesday
I only buy / read print automotive magazines when I'm stuck at an airport, waiting at the dentists, or other such situations where the internet is not easily accessible. They are just hopelessly out of date. I pikc up a car and driver and it's cover story is about a new car or car show I've read on numerous online sites 6-7 weeks earlier.
I've heard the argument that the reviews in the old school print magazines are "better" but I would say that is pretty subjective. Even the greatest car review should just get you interested enough to take the car out for a test spin and make your own judgements about it anyways.
Until I have a laptop and broadband connection in the water closet, print magazines are the way to go! How's that for passion?
On the more serious side, I've let my C&D subscription lapse for the first time in about 15 years. Their writing style has faded, and the comparison tests don't have enough content (and are somewhat predictable).
When I know I'm flying somewhere, I'll usually buy a British Car (or car) magazine and read about cars not available here. Unfortunately, even CAR has taken a turn for the worse with their new format.
While I frequent Edmund's for automotive info, and read some online publications, there is still something pleasant about having a magazine in your hand. And its not just that you can take it into the bathroom.
levyrob makes a great point. There is something comforting about reading a magazine rather than looking at a computer screen. So i guess i'd rather read a print magazine. But i also like to know things right away, and i don't know how to get through the work day without checking "straitline" every hour for new stories to pop up. I love reading the user comments too. I really don't think i can get enough, I'm going to read about it when it happens, and then a month later when its in print. The more coverage the better!
They're easier on the eyes, and sometimes I just want an excuse to go to a bookstore. Oh and large photos... better for that too. Someone should make a print magazine consisting entirely of mini-posters.
I wouldn't buy a magazine based on news, obviously they'll always be behind. I still like the tuner mags though.
I get my fix from multiple sources - including print and online - where ever and whenever I can get it and free time allows for it. I think each offers its pluses and I'm thankful for all the options. Bottom line.......the level of my passion for the subject has always been high, and it is higher than ever because there are so many outlets for news / photos etc. If any mag holds a critical or doubting view of my interest or knowledge level because I don't depend solely on them.........too bad for them.
I like both, but increasingly I'm relying more heavily on online sources. The latter are much more current, and I like the back-and-forth possible with the editors/bloggers and fellow users.
But print is nice in that you can lie down on the couch or in bed and relax (at least until I fall asleep).
The most successful companies and people are the ones that move with technology and demand, not necessarily on the cutting edge of it, and certainly not far behind it.
Newspapers are on the downfall, yet they are asking the same if not more for advertising space, and more and more companies are fore-going it. The newspaper no longer seems like a part of routine, but rather an entertaining/ informative way to pass time commuting. I would call it a "transit medium."
Companies shouldn't be abandoning their showrooms and jumping to online only versions, but you certainly must advance as people are getting more comfortable getting ALL their information from the internet.
Now, I still have a subscription to certain magazines, and there will always be some version of print I believe, but taking the time to "sit down and read" is "getting tired" ... except in the 15 minutes or so, sometimes several times a day, that WE ALL, regardless of race, creed, color, orientation, or beliefs have to take our spot on the "porcelain throne."
I prefer personal first-hand driving impressions, like Karl's gives us in this blog - to any review - printed or online - does not matter. Because opinion is honest and original, while review gets edited and lots of factors are involved when you go official with review. Sponsors can put pressure on you; colleagues can put pressure, especially if you say something non-orthodox –you are obliged by law to praise BMW, Honda and Toyota regardless of what you really think; editor can change accents to satisfy someone else (like sponsors or public perception).
I get information from the net, but I cherish it when I am lying down and reading it on my car and driver.