Print: a new medium
1 like645 views
Zaid Al-Zaidy discusses the potential of print as a modern medium, emphasizing its impact and value in an increasingly digital world. He advocates for innovation in print, suggesting it should embrace technology to enhance user experience and create interactive, personal, and valuable content. The presentation argues that print is not outdated but can evolve and coexist with new media by adopting new characteristics and methods.
![Print: a new medium!
!
Zaid Al-Zaidy, Chief Strategy Officer, TBWALondon
Presented at FESPA London 2013, 23 January 2013
rd
!
[the ideas expressed in this presentation are my own and
do not necessarily reflect those of the TBWA network]](https://image.slidesharecdn.com/printanewmediumal-zaidy-130123121932-phpapp02/85/Print-a-new-medium-1-320.jpg)
![Lego Cuusoo!
[crowd-sourcing new ideas]!](https://image.slidesharecdn.com/printanewmediumal-zaidy-130123121932-phpapp02/85/Print-a-new-medium-37-320.jpg)
![Eg. Social memories.!
[using the new vast amount of online!
content as a source of new print content]!](https://image.slidesharecdn.com/printanewmediumal-zaidy-130123121932-phpapp02/85/Print-a-new-medium-46-320.jpg)
![El Libro Que No Puede Esperar!
[the book that can’t wait]!](https://image.slidesharecdn.com/printanewmediumal-zaidy-130123121932-phpapp02/85/Print-a-new-medium-59-320.jpg)
![[an online community promoting &!
archiving the greatest niche titles]!](https://image.slidesharecdn.com/printanewmediumal-zaidy-130123121932-phpapp02/85/Print-a-new-medium-66-320.jpg)
![[periodic
mailing
of
beau1ful,
hard-‐to-‐find
independent
magazines
bundled
with
posters,
zines
&
other
print
treasures]!](https://image.slidesharecdn.com/printanewmediumal-zaidy-130123121932-phpapp02/85/Print-a-new-medium-68-320.jpg)
![Art gallery of the streets!
[urban beautification &!
building popular culture]!](https://image.slidesharecdn.com/printanewmediumal-zaidy-130123121932-phpapp02/85/Print-a-new-medium-78-320.jpg)
![[Way too many] digital!
call-to-actions & roi.!](https://image.slidesharecdn.com/printanewmediumal-zaidy-130123121932-phpapp02/85/Print-a-new-medium-88-320.jpg)
Print: a new medium
- 1. Print: a new medium! ! Zaid Al-Zaidy, Chief Strategy Officer, TBWALondon Presented at FESPA London 2013, 23 January 2013 rd ! [the ideas expressed in this presentation are my own and do not necessarily reflect those of the TBWA network]
- 2. IS THIS ME?!
- 6. 4.5m A4 pages of text.! And a whole lot more.!
- 7. Doomed.!
- 8. It’s all a state of mind.!
- 9. From a marketing pov.!
- 10. Print can be a strong interruptive medium: impact, reach & frequency.!
- 11. “The key driver of brand growth is penetration: having as many people as possible using you at least once a year.”! ! How Brands Grow (2010) by Byron Sharpe!
- 14. From a reader pov.!
- 15. In an age of truth, paper objects feel real & have some permanent value.!
- 16. Smell . Touch . Sound . Scale!
- 17. I’m not here to talk about! classical virtues of print.! How can print live up to! new world demands?!
- 19. Innovate! Behave more! like new media!
- 20. Innovate! Behave more! like new media!
- 22. in·no·va·tion ! something that gives the! user enduring value.!
- 23. Innovation FAIL!
- 27. Using technology to enhance user value and experience.!
- 34. “Putting the individual in the game changes the play experience”!
- 35. LEGO R.I.P?!
- 36. No. Digital is helping! build the brick business.!
- 37. Lego Cuusoo! [crowd-sourcing new ideas]!
- 39. Using tech to enhance the play experience.!
- 41. How can print use technology to enhance user value and experience?!
- 42. And I don’t mean…!
- 45. Ink on paper.!
- 46. Eg. Social memories.! [using the new vast amount of online! content as a source of new print content]!
- 47. EgoBook
- 49. Prinstgram
- 50. YearlyLeap
- 51. Innovate! Behave more! like new media!
- 52. 5 new media characteristics.
- 53. 1. interactive!
- 54. Visual Editions: “Everything we do translates into a new experience for our readers…”
- 57. “It’s about reading in a very unexpected, tactile, sculptural and even experiential way."!
- 59. El Libro Que No Puede Esperar! [the book that can’t wait]!
- 61. Triggering immersive! virtual experiences.
- 64. Using the web to mop-up! the long tail of interests.!
- 65. web! ( Niche audiences! Niche interests! )
- 66. [an online community promoting &! archiving the greatest niche titles]!
- 68. [periodic mailing of beau1ful, hard-‐to-‐find independent magazines bundled with posters, zines & other print treasures]!
- 73. 1. interactive! 2. personal! 3. valuable!
- 74. “…there is an increasing frustration with brands that pollute the landscape and mental space with crap; and unremarkable products, bland ads, shoddy service and poor ethics, fortunately we don’t have to put up with this anymore.” ! ! Decline of brands. Wired (2004)!
- 78. Art gallery of the streets! [urban beautification &! building popular culture]!
- 82. 1. interactive! 2. personal! 3. valuable! 4. contextual!
- 83. Hyper relevance! via time + place.!
- 87. 1. interactive! 2. personal! 3. valuable! 4. contextual! 5. measurable!
- 88. [Way too many] digital! call-to-actions & roi.!
- 90. In conclusion…!
- 91. Many would have us believe that print is an old media.! But it’s all a state of mind.!
- 92. It is possible for print to! be a new medium and it’s already happening…!
- 94. Create.!
- 95. CAN THIS BE YOU?!
- 96. Thank you.!