Is print in decline?

Two sides of the online v print argument this week. On the one hand we are preparing final text for a client’s regular newsletter, on the other, a letter arrived from Process Engineering magazine headed ‘Important Changes’. The important changes it would appear are a less frequent publication, now once every two months and the introduction of a fortnightly e-mail news. The letter goes on to emphasise the benefits that will see ‘an increase in the amount of quality editorial coverage’ and the ability to ‘deliver more timely news via web and e-mail and concentrate on providing greater analysis and application content in the magazine.’ This reflects an approach to news delivery that we have been impressing on our clients for some years – e-mail, RSS, and online news for urgent communication and print for more in-depth coverage – in short to provide an interesting read and add retention value to the publication. In conversation some months ago and in another industry, one company president confided over a cup of coffee, that by the time the monthly industry journal arrived he felt he had already read most of the content. Of course there is another big issue driving this change and that is the economics of the traditional trade press. Not only is news slow to appear, but advertising revenues have been under pressure for years … but that’s another debate. This is the tenth anniversary of our client’s newsletter and from the beginning this was not really about news, but about application stories and helpful technical advice. The use of stories and third party endorsement to demonstrate how customer problems have been solved has been the source directly of a number of new projects and also helped build the company a reputation as being knowledgeable in their industry - especially as they now compete with importers of low cost product from China. It is just one factor in building a differentiated position. So we feel there is a continuing role for the print, providing the content is right. To understand more visit Technical Marketing's web site .