A keynote presentation I gave at FESPA London 2013, exploring the opportunity for print media to live up to the new media principles of our digital-and-near-virtual marketing and communications world.

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!

12. Long live broadcast!!

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?!

18. Embrace technology.!

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.

63. 1. interactive!
2. personal!

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]!

70. Personalised novels.!

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)!

75. Iconic collectables.!

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…!

93. Embrace technology.!

94. Create.!

95. CAN THIS BE YOU?!

96. Thank you.!