With the sweeping success of iPads and the mind-boggling reach of the internet, the publishing world has heard the same thing over and over again; print mediaâs days are numbered. Glossy magazines are experiencing dwindling sales and many have folded.
Editors around the world have come to the humble magazineâs defence and have said things like âyou canât read an iPad in the bathâ and âyou canât get that tactile feel and pictures aren’t the same on a screen.â But you canât just sit back and hope that Apple doesnât release a water-proof iPad and that digital displays wonât improve. So whatâs the answer?
Many publishers have taken the âif you canât beat them, join themâ approach; jumping on the digital bandwagon and really expanding their impressive brandâs online presence. What these big names have is just that; big names. Many have profited from their branding and expanded their reach to online mediums. Others, and Iâd hate to name and shame, have not been as successful. They have diluted their brand through gimmicky online mediums and tacky Facebook pages.
The most important point to take from this transition from printing press to pixels is that âcontent is kingâ. This sentiment has been echoed in many a magazine office. In her recent biography Former Vogue Australia Editor Kirstie Clements finished on a message of prevailing integrity, âThe mediums have changed and will change again, but honest, intelligent content is still key.â
While the our Copywriters love a good sound effect and character voice as much as the next guy, we know that as soon as you say something like âjust give us a call for more informationâ on the end of an on hold message youâve lost your credibility. Ultimately if you have a potential customer who is waiting On Hold for you to return, getting them to give you a call doesnât make sense and no amount of sound effects or music is going to disguise that fact.
No matter how great your website looks, or how interactive your new app is, content will always be important. So if you have a typo on your homepage or a clichĂ© in your On Hold production, donât shrug it off. Take this opportunity to breathe new life into your content. And if you donât know where to start, talented and modest copywriters will be happy to show you ways to deliver your businessâ message to your callers in pithy 50 to 60 word bursts.
– Emily