The print evolution
Steve Rubel recently posted a blog theorizing there may be a perfect storm shaping up which may eventually take down the print publishing industry as we know it. Three factors, according to Steve, are causing publishers to really get their arms around the print vs. online debate:
1) Increased gas prices are negatively affecting distribution costs for print media
2) Consumers are environmentally aware that print magazines/newspapers are killing trees
3) 3G-enabled smart phones are becoming easier to use and much more affordable
Having seen the high-tech publishing business evolve first-hand over the last 15+ years, I believe Steve is on to something. Today’s “perfect storm” won’t likely kill the print industry overnight, but it will put a dent in it. InfoWorld went online-only in April of 2007, and online sites like TechTarget are thriving. What’s this mean for PR practitioners? The more things change, the more things stay the same, if you ask me.
We have to learn and understand how all types of publics operate, whether they’re online, print, blogs or micro bloggers (e.g. Twitter). Good PR people did the same exact thing 15 years ago, communicating with reporters based on what they were looking for, not on what we wanted to give them. If you give ‘em what they want, they’ll value you as a great resource.
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