Netpage – Integrating Print and Digital

Print media is dead and it’s all about digital, right? Newspapers and magazines may as well pack up shop and leave way for the millions of blogs, websites and social networking pages that are receiving more engagement, readership and, best of all, cost nothing.

If you engaged me in this debate a month ago, I would have understood your point of view. Statistics show readership of print publications have declined, with a preference for their digital counterparts. Popular magazine titles have taken to Instagram and Facebook in an attempt to capture their reader’s engagement on every media platform. Journalist’s have become ‘celebrities’ in their own right, with thousands of social media followers liking their posts, sharing their content and engaging in conversation. The main question I have to ask here is are these activities converting into sales, or does engagement simply stop when followers log out or turn off their phones? (Also, what are the advertisers getting out of this activity?)

Netpage is set to change all of this. Pacific Magazines has recently signed an exclusive deal with the mobile application that claims to turn every page of your magazine into an interactive experience.

Quite a big claim if you ask me.

However, on downloading Netpage and having a ‘play’ with some Pacific Magazine titles, I am convinced this is not the end of the print era – in fact, it’s the beginning of a new, integrated print/digital era that is more exciting than anything I’ve seen in this space before (pick up this month’s Better Homes and Gardens or Marie Claire to see for yourself).

So what makes Netpage different to the old QR code? How does Netpage work?

On downloading the Netpage application to your phone, you are able to ‘scan’ any page of a Netpage-integrated publication, and ‘clip’ the page into your phone, providing you with a number of options:

  • ‘Share’ the image via social media – pin it to your Pinterest board, Tweet it to your followers or share it on Instagram
  • Distribute the clipping via email or text
  • Save the image for inspiration when you are next shopping/planning an event/wondering what to cook for dinner

What’s interesting about Netpage is it does not simply stop at image sharing. The real benefit of Netpage is in the interactivity it provides when scanning ‘Netpage’ articles or advertisements throughout the magazine.

When an advertisement or article highlights the ‘Netpage’ logo, on scanning the page, the page ‘comes to life’.

A great example of this is the September Issue of Better Homes and Gardens Magazine. On scanning the cover (an amazing chocolate cake) you are giving the following options:

  • Watch how to make the cake yourself
  • Purchase any of the cutlery on the cover through their various stockist websites
  • Subscribe to the magazine at the click of a button

This is before you have even opened the magazine.

The E-commerce component of Netpage is what excites me most. Love the dress in the magazine you’re reading and don’t have time to head to the shops? If it’s a Netpage feature, simply scan the dress and it will direct you to purchase it online there and then.

Advertisers are now given the opportunity to engage readers like never before, by directing them straight to an ecommerce site. While QR codes did this in the past, their lack of engagement (read more about that here) was because the everyday consumer didn’t know what a QR code was or how to use it.

The beauty of Netpage is that its simple interface is familiar to the everyday consumer. It’s easy to scan an image and follow the prompts. The added bonus that you can share it on social media is another drawcard.

With Netpage, readers are given more of a reason to purchase their favourite magazines because of the ease of integration with their favourite digital platforms and the extra incentives they will benefit from.

And if that’s not exciting, then call me a QR code.

Contributor:

Hollie Azzopardi, Account Manager for Stolen Quotes

 

The power of social media in Turkey.

In a recent blog post, we discussed the current state of the journalism industry in Australia, whereby freedom of press was being challenged and comprised. A current talking point regarding freedom of the press surrounds the state of the media in Turkey.

Stemming from a peaceful protest in Istanbul’s Gezi park and the police brutality that occurred as a result of the protest, locals were shocked that there was absolutely no media that covered the event.

In the meantime the protest multiplied and suddenly it was no longer about the demolition of the park, it was a protest against the government and police brutality. Riot police arrived and set fire to tents, used water cannons and tear gas. The people of Turkey responded in kind. Police placed jammers to prevent internet connection around the square, ensuring 3G networks were blocked for people in the area. Two people died and thousands more were injured. Still, there was silence from the media.

While the rest of the world rushed to Taksim Square to broadcast the events, Turskish television was showing cooking shows and broadcasting news updates on “Miss Turkey”. Turskish Prime Minister Recep Tayyip Erdogan ordered a complete media blackout of the event. In fact, this isn’t the first time press freedom has been comprised in Turkey. Human rights groups have repeatedly expressed their concerns for their lack of freedom of press. It is only now that the rest of the world is seeing how repressed the citizens of Turkey are.

Even with no local media coverage, thousands of people showed up to protest. Many Turkish citizens took to social media to spread word of what was happening. Social media became a vital organisational and informational tool. People took to Facebook and Twitter, and set up blogs to document the protest. The hashtags #direngezipark1 and #occupygezi went completely viral on the Twitterverse. According to a study from New York University, on 1 June there were more than 3,000 tweets about the protest every minute – 90% coming from Turkey itself.

Erdogan expressed his frustration with not being able to control the backlash on social media by stating “right now, of course, there is a curse called Twitter…all forms of lies are there,”. Ironically, Erdogan has more than 2.7 million followers on Twitter. Somebody should have told him that when you try and silence the people, they will shout louder…especially on Twitter.

Contributor:

Sarah Brown, Account Coordinator for Stolen Quotes.

Why a great PR campaign is like a pop song.

This is going to be one of those blog posts that you shouldn’t judge by its title. Or maybe you should, depending on whether you’re a fan of pop music or not.

It dawned on me over the weekend, as I was treating myself to a nineties-music marathon (think Backstreet Boys, N’Sync and Hanson…I am not ashamed), that there a number of similarities between a catchy, cheesy pop song and a successful PR campaign.

Don’t see where I’m going with this? Let me break it down for you.

Verse One: The Media Plan

Pick your favourite pop song. Now, sing the very first verse (in your head, preferably). What does it tell you? More often than not, it sets the scene. You are able to pick up on the direction of the song – it’s theme, genre, whether Pitbull is likely to make an appearance…the list goes on.

A great media plan should do the same thing. It should give enough context into the particular campaign – the strategy, outputs and measurements – without challenging War and Peace. A good media plan is clear, catchy and concise.

The Bridge: The Strategic Objective

The bridge is the repetitive part of the song that comes right before the chorus.

The bridge is generally the song’s underlying theme. You won’t be able to quite put your finger on it, but if the bridge isn’t there in the song, it just doesn’t sound right. The bridge brings the song together.

In a good PR campaign, this is the strategic direction of the campaign. Great PR is nothing without strategy. Take strategy away, and you have an empty campaign.

The Chorus: Key Messaging

Choruses are all about repetition. In a good pop song the chorus is catchy, and makes you want to sing along (Mmm Bop anyone?). It takes the bridge to the next level, and expresses the artist’s key purpose for singing the song in the first place.

This is your key messaging. Key messaging is the lifeblood of a great PR campaign. If you don’t have your key messaging organised, you don’t have a story. If you don’t have a story, you definitely don’t have an audience!

A great chorus is what makes the song. Key messaging is what makes the PR campaign. The clearer and catchier you make your key messaging, the more likely a journalist or your target audience will take interest in what you have to say.

Verse Two: Implementation

Verse Two is all about supporting the song. Without Verse Two, the song ends too quickly and listeners lose interest. A great Verse Two progresses the themes in Verse One, and leads into the bridge and second chorus.

This is campaign implementation. It could be a simple press release, or you could be managing a giant experiential marketing campaign. To be successful, the implementation must support the media plan and strategic direction, and be backed up by the key messaging. Now’s the time to bring out the ‘lalalas’ (promotional activity), high notes (growth in online presence) and maybe even a guitar solo (activation or launch event).

Song Ends: ROI

Before the end of a song, there will probably be the repeat of the bridge and chorus at least once before the singer trails off with their ‘ooohs’ and ‘ahhhs’. (In the context of great PR, this is constant referencing of the strategic objective and key messaging.)

Good pop songs leave you wanting more. They stick in your head and make you want to sing them at the next office karaoke night.

A good PR campaign will do the same. If projected ROI is met, the campaign leaves the client singing your praises and asking for an encore. The target audience will be humming along to your tune and journalists will be belting out your song to anyone who listens.

Now, and only now, is the time to take your bow.

Contributor:

Hollie Azzopardi, Account Manager for Stolen Quotes.

Freedom of Press

Under the Journalism Code of Ethics set by the Journalists Union in Australia, there is one code above all that journalists view as most sacred “Where confidences are accepted, respect them in all circumstances.”

This code has been challenged consistently over time and still remains a topic of interest in the industry. Journalist protection has often been comprised by what appears to be overriding public interest, such as law enforcement, national security or commercial confidentiality.

We’ve seen journalists so adamant in protecting the confidentiality of their sources that they have served prison time. One of the most famous cases was in 1972 a reporter for the Los Angeles Times spent six weeks in gaol for refusing to identify confidential sources in an article he wrote during the Charles Manson murder trial.

Even today Fairfax’s Adele Ferguson, the author of the book about mining tycoon Gina Rinehart, is being taken to court by Rinehart in an attempt to force Ferguson to name her sources.

The impact this will have on the industry is massive. The quality and quantity of great stories could drop considerably if people stopped coming forward with information in fear of having their identity revealed. Consequently, journalists wouldn’t be able to report on important stories that the public deserve to know.

We love the exciting world of journalism that challenges governments, people and corporations, reporting on stories that confront us and test what we already know and believe. We respect and fully support journalists who act ethically and responsibility and wish them nothing but luck and support during this challenging time.

Contributor:

Sarah Brown, Account Coordinator for Stolen Quotes.