The future for print is electronic

Magazines and newspapers are fighting an invasion of alternative media that is threatening the very survival and consumption of print in the future. This was the view of Thomaz Souto Correa, Editorial Vice President, Abril Group, and a board member of the Federation of International Print Publications (FIPP). Correa was speaking at the World Print Congress (WPC8) in Cape Town, where diverse views were presented on the survival of print publishing and the printing industry.

"I would love to be able to stand up here and say print will be with us forever. But the future of print depends on the future of reading," said Correa bluntly.

He said despite all the predictions and research, consumers decide for themselves... "The mobile phone was a case in point. None of us could have predicted the rise of its versatility and multi-media usage," said Correa.

In explaining where the future of magazines and newspapers were headed, Correa outlined three scenarios:

1. What's going on today?

  • Lower consumption of print media - newspapers are fighting an invasion of increased consumption of alternative media.
  • Success of smaller sizes - magazines are also reacting to the consumption changes and changing sizes, becoming smaller. Even news magazines do not carrying breaking news any longer, but cover subjects that influence the lives of human beings - like health and so on. In Europe, a new niche in woman's magazines is dedicated to shopping, which are really edited 'catalogues'.
  • Unexplored markets and niches - there is a huge opportunity for low price magazines. Magazines will also grow in unexplored niche circulations.

    2. Some thoughts about the future of magazines

  • Print media will use their sites online more and more. In fact, Correa says, in 20 years, people will probably not be reading their newspapers on paper. People will get their news online and ebooks will dominate over paper. It will also be possible to watch TV, movies, and use your ebook as a computer.
  • A portable, friendly electronic reading device will soon be available
  • Younger readers will be using electronic devices more and more - alarmingly, book sales are going down in Japan. Chances are, younger people will spend a lot less time with paper. "It will happen. The pace of technological innovation has been faster than we could imagine. Everyday we loose paper readers."
  • Printed paper will still exist in the future, but much less than today. Good photography, colour and black and white, beautiful illustrations and sophisticated layouts and fine typography will still be printed in the future. And maybe the magazine of the future will be a luxury purchase, to be enjoyed page by page.
    Or be very inexpensive to cater for low income readers who do not have ready access to technology. Editing and publishing will continue, and printing on paper will continue - but with a different set of challenges.

    3. Challenges for printers, publishers and editors

  • Competition for the printing industry domestic printers, tablet (regarded as the newspaper of the future - manipulated to show movies, etc), e-ink.
  • Publishers will need business models with print and online subscriptions packages.
  • Editors should worry with all the new media formats and fierce competition from an even more massive invasion of entertainment.

    The positive news for the print industry is that magazines will be around for some time, and change will be slow. But, Correa says, people are getting used to searching for their needs on the web to meet their needs. Can magazines do this in the future?

    "I have a vision for the magazine and newspaper readers of the future: 'print-a-porter'... readers will choose what they want to read online; readers will get a magazine with only what they want to read; readers will be able to buy a combination of print and online. They will choose what they want to read in print and will get news and services in print."

    The rise of the "MYgazine" to enable choice and cut through the insane clutter of the communications media and growing entertainment options, should be available to consumers to ensure continued reader support, Correa explained.

    It will present an enormous challenge to editors, he said.

    What to expect - the issues of the future

    Publishers and editors will have to urgently consider the following in the future:

  • A friendly reading electronic device will become a reality.
  • The definition of what stays in print and what goes online will be an intensely debated issue - driven by consumer needs.
  • A greater need for editorial quality!

    On the road to this future, magazines and newspapers must realize that what was once a frightening enemy - alternative technological media options - is now a powerful ally, said Correa.

  • About Louise Marsland

    Louise Burgers (previously Marsland) is Founder/Content Director: SOURCE Content Marketing Agency. Louise is a Writer, Publisher, Editor, Content Strategist, Content/Media Trainer. She has written about consumer trends, brands, branding, media, marketing and the advertising communications industry in SA and across Africa, for over 20 years, notably, as previous Africa Editor: Bizcommunity.com; Editor: Bizcommunity Media/Marketing SA; Editor-in-Chief: AdVantage magazine; Editor: Marketing Mix magazine; Editor: Progressive Retailing magazine; Editor: BusinessBrief magazine; Editor: FMCG Files newsletter. Web: www.sourceagency.co.za.
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