Most people would think the key is monetizing content. I think the key is really on the "how", the process in which these content is delivered. In my part of the world, print brands are way behind the curve on the way they function that unless there's a radical transformation on the process, they'll be buried in ink.
Jui Hong Teoh, Managing Director, BRANDTHINK Malaysia | www.brandthinkasia.com - May 31, 2009
I am a hard core ebrander but I always believe that print and online are a complement media. Even there is a mass exodus in term of searching for information toward to online, i still believe print still be needed in another 30 years to the future. Its a matter on how the print can market themself by differentiation and learn on how to create community building which online has the advantage from it. Overall print has to be innovative on offering themself to its reader and its marketers
Danny Wirianto, CEO and Founder, SemutApi Colony - June 1, 2009
It's early days yet but I've been keeping a mental note of my "Paper to Web" activity. By this I mean what instances where I am driven to a home page by and article in a particular publication. Maybe the future lies in a paper "Daily Web guide" which gives you a taste of a particular topic and then sends you in to cyberspace to find out more? I really enjoy reading about something and then watching a video on the subject on-line. There's something all encompassing about bridging the gap between what you're reading in your living room and what's out there on the web. Until we can "read" web pages with the ease of a magazine or newspaper on the train, bus or beach, the convenience of print will still be a plus. How do we monetize this? Same way Sports are charging for live broadcasts on-line. Content needs to be fresh, live and fast and you need to be informed of it as soon as it's available but print will play a role in leading you there. A GUIDE, more the A SOURCE.
Neil Hamp-Adams, Marketing Consultant, Driving Force - June 1, 2009
Total transitions is farce.To maintain visibility,and retain image of "me too brand', paper brand has to be there as complement to the brand positioning and awareness.
Mohd. Rizwan Alam, Assistant Professor, Preston University,UAE - June 1, 2009
mobile internet is likely to define the evolution of this brands. Translating the values that carry online will be tricky where information they usually sell is available freely from hundreds of other sources, their first to deliver attributes will be eroded, their value as offline brands is also likely to be challenged by the fact that information is becoming free every day as news collectors find new ways of making money .i think cnn is a great example of an offline brand well translated online.
frank, consulting media director, saracen omd - June 1, 2009