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The Future of Digital IS Print

Digital Imaging Association - Toronto
by

Andrew Davis

on 12 May 2015

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Transcript of The Future of Digital IS Print

"If I had a nickel for everytime someone said print was dead I'd be a rich man."
Feels like an interface...
Digital Imaging Association
The Future of Digital
IS
Print
December 4, 2014
Web 0.0 =
Bulletin Board
Web 0.5 =
Brochure Ware
Web 1.0 =
E-Zine
Web 1.5 =
Web Version
A Trip Back in Time
the
EVOLUTION
of
digital publishing
STOP
CANNIBALIZING
Stop trying to replicate the experience.
Differentiate it.
Flavor 1
Flavor 2
Tell your clients when:
They're going the wrong way.
Don't reinvent the medium.
George Schwitzer, CBS Marketing Group President
=
Schweitzer
Ass
TV Glasses, 1963
Hugo Gernsback
Print is fine the way it is.
We don't need video, audio, interactivity in our print products.
THREATS
&
DISTRACTIONS
$928MM
July 2009
Rin
Get out your
Smartphone
To: ceo@zappos.com
Subject: Send me a 2013 Culture Book

Andrew Davis recommended that I request a copy of your 2013 Culture Book.
He said it was free. Can you send me a copy at the address below:

<INSERT YOUR ADDRESS>

Thanks so much,

<INSERT YOUR NAME HERE>
A
PERCEPTION
PROBLEM
THE
MEDIUM
is
the
MESSAGE
Toronto, ON
TWITTER
Justin Halpern
Not important
August '09
By October 100,000 Followers
17 new webpages published / sec.
17 34 51 68 85
Don't contribute to information overload.
Projected Revenue Over Time
Revenue Source: $.05 for each time someone claims "Print is Dead"
Gross Revenue
# Of Times Claim Heard
PRINT IS
DEAD
"keitai shosetsu"
TO TV
329 Pages
4-Color
Hard Cover
Embossing
+ Glitter
Costs
429 Pages
20,000 Copies
$150,000
$7.50 ea.
ROI
Cost/Cust = $7.50
Avg. Order = $65.00
Total ROI = $1.3MM
PRINT IS
NOT DEAD
IT IS
EVOLVING
Change the way we sell print.
Re-interpret the role of print.
700 New Posts a Minute
71.5 MM Websites in the US
400 MM People Reading
2.5 B pages/mon
PUBLISHER
EVERYONE'S A
NO ONE'S PUBLISHED
The only thing that differentiates you in a digital world is a print product.
INFORMATION
OVERLOAD
PERCEIVED
OPPORTUNITY
Chasing the social stream.
ACTUAL
OPPORTUNITY
Just because there is more information available
doesn't mean one can consume more.
INFORMATION OVERLOAD
Quality over Quantity
1 PLATFORM
1B Photos (April 2012)
Who's Printing?
18-35
$14 B by 2015
InfoTrend (2012)
AUG, 2012
ILLUSTRATED
SPORTS
FROM DIGITAL TO PRINT
FIND SOMETHING
TO PRINT
54
HIGH-QUALITY
PRINT PRODUCTS
Fit into the information one WANTS to consume!
45
43
We DON'T LIVE in a
print-centric world.
It's time to invert your thinking.
35
DIGITAL
PRINT
DIGITAL
MOBILE
DIGITAL
PRINT
CONTENT
CONTINUUM
MOBILE
FAIL FAST - PROVE -
BUILD AUDIENCE - GROW REACH
ELEVATE TO PRINT
LONGER-FORM - DEEPER CONTENT
EXTEND BRAND - ENGAGE CONSUMERS
REAL-WORLD EXTENSIONS
THE WAY WE'VE
THOUGHT FOR DECADES
The way we
SHOULD
think.
START HERE
REAL-WORLD Gateway
To a VIRTUAL world.
Start acting that way!
"I didn't say you were ugly. I said your girlfriend was better looking than you, and standing next to her, you look ugly."
@#$% My Dad Says...
BY NOVEMBER 2009
WARNER BROS. DEAL
6/27/2010
New York Times
Bestseller
Harper Collins
#1
Julie and Julia
Stuff White People Like
The Oatmeal
CONTENT
CONTINUUM
Infinite number of combinations to elevate digital content to print.
INTERNAL CONTENT
HIGH-VALUE MARKETING
WHAT TO
LOOK FOR
CONTENT BRANDS
The future of
DIGITAL
IS
PRINT
FIND the
opportunities.
Do you consume ALL your client's digital content?
30
Pick one client.
Consume their digital content.
Pitch a high-quality elevated print product.
Cash in!
adavis@MonuMentalShift.com
(617) 286-4009
adavis@MonuMentalShift.com
MY INTEREST IN
PRINT
THE HALO
CPG
PRINT
MAGAZINE
Print delivers sales results for 4 weeks longer than digital.
EFFECT
2010
40MM Photos a Day
Full transcript