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.