Newspapers survive by shifting to compact, specialized formats

Tabloid newspaperNewspaper printing has seen a downfall as more and more users turn to their electronic devices to read the news. Many print publications have switched to web-only content.

But a relatively new printing technology called three-around printing lets newspaper press cylinders to print three broadsheet pages per revolution instead of two, and a third shorter in size. This change will result in more compact issues with more sections that take less time to produce.

In a digital age why would we still want print publications despite these improvements?

Sample groups for the Columbus Dispatch, a newspaper that has embraced three-around printing, has shown that readers reflected an overwhelmingly positive regard for the changes in format. Besides, a compact newspaper is easier to handle.\

In addition, the new format allows the publication of more segmented material focusing on specialized topics like real estate, arts or the concerns of specific markets.

Furthermore, as we have mentioned, people are seeking for ‘more real’ experiences. This means that when looking for content, our brain has a predilection for media that stimulates the most number of senses, print media, for example.

Print newspapers are not dead, they are just evolving.


Sources: New Zealand Herald | Printing Industry Exchange | International Business Times

Why our brain prefers print over digital media

fmri scanner print over digital media

What’s more real, virtual or print material?

This may seem an odd question but answering it holds key information about today’s consumers to marketers and companies.

A study by Millard Brown in collaboration with the Centre for Experimental Consumer Psychology at Bangor University shows that the brain has a greater emotional process as a response to physical material compared with virtual experiences.

In the research, 20 participants were shown ads and other images in print and digital forms. Functional Magnetic Resonance Imagery (fMRI) was used to scan their brain activity and see the kind of reactions they presented to the various stimuli.

The results showed that material shown on printed cards generated more brain activity in the area associated with the integration of visual and spatial information, each located in a different hemisphere. It turns out physical material is more real for the brain, since it provides with a more complete experience. It also has more connections with internal feelings, which suggests a greater internalization of the printed message. This is why direct mail, brochures, flyers and coupons are still used in advertising.

So does this mean we should switch back to print media and forget about digital media? Of course not. Each industry has different purchasing processes and consumer behavior. You should determine when and where to market your products and services via conventional media.


Source: Millard Brown