Posts Tagged ‘print’

Survey gets a read on e-readers

Thursday, April 5th, 2012
Survey gets a read on e-readers

A fifth of American adults say they have read an e-book in the past year. They read more frequently than their print-loving counterparts and they’re more likely than others to have bought rather than borrowed their most recent book.

Those are some of the findings of the Pew Research Center Internet & American Life Reading Habits Survey, which was released this week. As with most research from the Pew Center, the report goes into some detail. Here are the highlights:

  • A fifth of American adults have read an e-book in the past year and the number of e-book readers grew after a major increase in ownership of e-book reading devices and tablet computers during the holiday gift-giving season.
  • The average reader of e-books says she has read 24 books (the mean number) in the past 12 months, compared with an average of 15 books by a non-e-book consumer.
  • Some 30% of those who read e-content say they now spend more time reading, and owners of tablets and e-book readers particularly stand out as reading more now.
  • The prevalence of e-book reading is markedly growing, but printed books still dominate the world of book readers.
  • E-book reading happens across an array of devices, including smartphones.
  • In a head-to-head competition, people prefer e-books to printed books when they want speedy access and portability, but print wins out when people are reading to children and sharing books with others.
  • The availability of e-content is an issue to some.
  • The majority of book readers prefer to buy rather than borrow.
  • Those who read e-books are more likely to be under age 50, have some college education, and live in households earning more than $50,000.

Most of the findings in the Pew report come from a survey of 2,986 Americans ages 16 and older, conducted on November 16-December 21, 2011, that focused on people’s e-reading habits and preferences.

Across the digital divide

Monday, March 26th, 2012
Across the digital divide

The stakes continue to rise for print publications.

Last week came news that for every dollar publications earn on their digital editions they lose ten times that amount in print advertising revenue. A new survey out today suggests that gulf will only continue to widen.

Fifty-nine percent of U.S. marketers plan to spend more on social media display ads in the coming year, according to a study by Advertiser Perceptions. Some 31% expect to spend more on ad networks/exchanges and 15% plan to spend more on agency trading desks. An 80% increase in the mobile space will lead an overall increase of 43% ad spending, eMarketer reports.

Whether the shift is good or bad is a moot point. It is what it is. The eyeballs have moved to digital. Print needs to migrate, too.

Going mobile

Monday, December 6th, 2010
Going mobile

Print is on the move again.

Ever since Bernard Silver and Norman Woodland invented the barcode in 1949 business has worked to turn objects into information. The recession in advertising, the migration from print to digital media, consumer preference for mobile devices—all have accelerated the trend toward digitizing the physical world.

Enter the QR, or quick response, code. What looks like a stamp, a maze or a square hieroglyph is really a portal to a new world of information-rich advertising. QR codes allow people with cameras in their smartphones to load websites just by pointing the device at, say, a magazine ad that carries the code. They function like hyperlinks on websites, taking readers directly to the information they want.

It’s more than the latest online fad. The technology just might help authors connect with an elusive audience.

Specialty publications are among the first to adopt the technology. The October issue of This Old House is loaded with codes. And not only in the ads. The editors are using the little squares for contests, access to how-to videos and requests for literature—techniques authors might adopt to publicize their work and promote their brand.

Builder Buzz QR CodeTrade publications are embracing the technology, too. Last month Randall-Reilly’s trucking division sent an email to media buyers announcing a program to allow readers to “unlock access to multimedia content.” Consumer publications are also rolling out programs. A recent issue of People featured a QR code in an ad for Panasonic. Why not publish the codes in any printed collateral used to publicize your work? You can track the responses, analyze the data and reach out to new audiences with targeted messages on the device of their choice.

Our agency joined the movement last week when we designed a QR code for a social media platform I helped to create. Printed on postcards that we’ll distribute at a tradeshow next month, the code will lead smartphone users to a blog that highlights trends in the industries in which our clients compete.

Try it yourself. Download an app like QR Reader, hold your smartphone up to this screen and visit the site—all without having to key in a lengthy URL.

The very technology that threatened to destroy print is enabling it to reach new readers. As the economy recovers and mobile devices spread, writers can use that knowledge to turn dead wood into dynamic sources of data . . . and revenue.