After reading numerous magazines on my trip, I thought “what a waste”.
The waste wasn’t in what was being printed, but the opportunities that are being lost. Each full-page ad has so much creativity, color, style and great intention, but its 15 seconds of fame are lost quickly. Some of these publications are 95% ads which makes it even more wasteful.
Google venturing into print advertising got me pondering.
Here’s what I see as the first effective mobile marketing idea that uses print.
The first form of physical world connecting with the digital world advertising was the “go to our website http://www.xyz.com/ for more info”. When people turn the page, those eyeballs are gone and your brand is forgotten. How many magazine pages have you ripped out so would remember the name of the site, only to lose interest later.
That connection and interest is gone, but what if you could hold on to it a little longer?
What if there was an immediate way to connect using a print ad? Some creative brands are already starting to interact by using SMS. Send a text to BRAND with subject INFO for more info. This is good, but it will be so much better.
Right now I’m thinking how every page in every printed publication could be a direct connection to the specific site of choice. Would that be better than bidding on specific keywords? Could a magazine increase their ad rates if they offered this?
Here's my idea.
How about the first interactive magazine?
Every ad (and story) could be interactive with a simple physical world identifier.
Let’s call the publication Interactive Monthly.
The front cover states that every story and ad offers a direct link for more info on either the story or the ad.
Take a pic or send a text to get more info on ANY PAGE in the magazine.
Could interactive advertisements in magazines revitalize this industry? Will print be the first media to successfully adopt and adapt to Internet advertising?
What better way than a creative interactive magazine for unheard-of products to get exposure.It's obviously not intended for the Nike's and other easy names to remember, but for products that want combine print w/ Internet advertising. I see Google sticking their toes in print advertising, could Google offer interactive print advertising?
There will be other methods, but I see print as being the easiest to offer a way to combine the two mediums.
Thoughts, comments? Am I way off base?
Would you buy a copy just to see the ads? Imagine buying a magazine FOR the ads?