TWI Article Makes the Cover of Marketer Journal!

August 17th, 2009

We at TWI are thrilled that our research made the cover of the August 2009 issue of the Society for Marketing Professional Services’ Marketer journal. Here is an opening except of our cover story, “Silent Presses – How Marketing and PR Will Change” by Robert Brown, Steve Freeman, and Linda Mastaglio, all of TWI.

“Thirteen died from New York to California on one single day in April 2009, but their names won’t appear in the obituary columns: They were A/E/C publications. This viral epidemic is destroying the magazine and newspaper industry as we know it. How will this new era impact your marketing and public relations activities?

“New paradigms, processes, and technologies are collapsing the traditional business model for journalists, publishers, and PR pros who supply them with news. Marketing and communications professionals need to explore the answers to these key questions: Where will the newspaper/magazine industry be in 10 or 20 years? Will there be print publications? Will there be reporters and editors? What will the landscape look like for media professionals? Will every publication simply be online?”

Click here to download the full article as a PDF.

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“Silent Presses” White Paper

April 14th, 2009

Here is an excerpt from our important new white paper “Silent Presses.”

We’re all touched in one way or another by an economy turned sour. But many career journalists and those who work in print media positions face a more traumatic present and a potentially more turbulent future than most.

Click here to download this white paper as a PDF.

We value your comments!

8 Responses to ““Silent Presses” White Paper”

  1. Brian Brandt says:

    Also see “Remembering the Seattle Post-Intelligencer,” a 10-minute reflective video by PI staff about their memories of working at their paper – http://www.seattlepi.com/local/403848_pimain.html

  2. Rob Brown says:

    Brian,

    Thank you for posting this link to a very heartfelt and touching elegy from the staff. It is a sad moment for Seattle and for all of us, the passing of this great newspaper. I can’t help but think, though, that once those interviewed in the video pass through their own sadness and grief they will start to realize that there is an ongoing demand for the content they deliver. One of the persons in the video said that everyone thinks the newspaper is about the stories and the photos, but it is really about the people. I would build on that statement by saying that yes newspapers are about the people behind the stories and photos, and they are not about ink and paper. My hope is that all of the people interviewed in the video find new media outlets and continue to produce excellent content. The demand for quality content is increasing, not diminishing. All that is changing is how the content is delivered.

  3. Brad Hepp says:

    My Web site clients are increasingly aware that they need to incorporate blogs in their sites, and to make use of email campaigns. That trend bodes well for professional writers. Like Rob Brown suggested, “the demand for quality content is increasing.” BUT, many writers will need to adjust how they market their skills to be recognized as the solution to this increasing demand. They may have to do more self-promotion. They may need to experiment with their own blogs, send out their own newsletters, and take advantage of social networking tools.

  4. Rene' Comer says:

    So, are you saying that you don’t think there will be any printed newspapers or magazines in the future? Many retirees favor printed information over electronic media. Advertisers need an outlet besides electronic media. Printed and electronic information used in tandem seem the best for our future. It seems printed media may decrease even more, but not to the point of extinction.

  5. Rob Brown says:

    The white paper suggests there will be a rapid decline in the number of print publications, and those that remain will be more expensive and targeted to an older population, i.e., those who are not “digital natives.” One scenario could be several national newspapers such as the Wall St. Journal, the New York Times, and USA today still being published and delivered daily, with higher priced subscriptions. Regarding magazines, I think many will agree that in the last 20 years, we”ve seen a glut of magazines but a steady decline in the overall quality of content as a result of too many competitors for the same advertising dollars. My hope is that as the number of magazines declines, quality of content and format will improve. Time will tell.

  6. Brad Hepp says:

    It is true that “Many retirees favor printed information over electronic media.” But, that may not be true for long. The next generation of retirees will be people who are comfortable with–and recognize the advantages of–electronic media. If I ever get to the exalted status of “retiree,” I for one will understand that electronic media is searchable, that it can be copied and pasted, that if the type is too small for my eyes, I can make it larger with the push of a button, etc. As various technologies have moved from analog to digital, we have doubted that the analog would ever really be replaced…. That was certainly true of film just a few years ago. But who wants to buy my old 35mm Nikons now? Anyone?

  7. Brandon Scott says:

    Another good source of information on this topic is a report developed from a survey of members of the Online News Association. The survey was produced by the Association and the Pew Research Center’s Project for Excellence in Journalism. Their report is based on responses from 292 members of the Online News Association in the United States and around the world. It was administered by Princeton Survey Research Associates International and completed in 2009. You can read about it at http://www.stateofthemedia.org/2009/narrative_survey_intro.php?media=3

  8. Rob Brown says:

    Brandon,
    Great information. Thanks!

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