Publishing Expo is the biggest event of its kind in the UK and it took place this year in London, Earls Court, 28-29 February. This year Publishing Expo ran alongside Technology for Marketing & Advertising, Online Advertising & Affiliate Expo and the newly launched Direct Marketing Expo, providing media, advertising and marketing professionals with everything they needed under one roof. And I have to tell you … this was a very big roof!
I was particularly interested to attend some of the seminars that were held in the Digital & Multi-publishing Theatre, like: Three-way tag: Apps vs. e-books vs. HTML5 and Business models in the digital world. The interest for multi-publishing solutions seems to be high right now, with a lot of publishers being interested in finding the right approach for their business.
I never actually thought of attending any of the VIP interviews but just landed at Head-to-head with Tim Weller (CEO, Incisive Media) and I was really impressed about the amount of information you can get just by listening Tim telling the story of his youth when he was an active entrepreneur and started his journey in the media industry.
For us, attending Publishing Expo was a great opportunity to meet potential partners, talk with our competition (letting them know that we’re around :)) and of course raise the interest of small & medium sized publishers in UK.
One of the meetings I had was with Bruce Hudson, Founder and Chairman of Digital Magazine Awards who actually confirmed something that I was just finding out from one of the seminars regarding readership segmentation based on digital interest: 9% are digital fanatics, meaning they’re interested in receiving their magazines/newspaper only in digital format (not caring about print), 25% are OK with both formats and still 66% value only the print format.
I hear all around me that print is dying, but really … is it? Attending PrintOut an underground (literally) event organized by Stack and magCulture at The Book Club offered me an insight into the independent publishing world and actually the answer to my question: Paul Willoughby from Little White Lies Magazine explained why magazines will still have their place on our personal bookshelf, maybe as a collectible, as a personal thing that we can touch and feel, as a vintage object from where we were kids or as something that you just need to have because it’s a rare piece of artistic expression.
I would take this further and say that, although browsing through a paper magazine brings a rich experience to the reader (just like Books with their fresh scent of paper and ink – even now, smelling is the first thing I do when I get my hands on a book :)), the digital environment has its own advantages by forcing publishers to go back to the core of their business and provide good quality content. At the end of the day, the essence of a reading experience (on tablets or on paper) is about content, right?
I will finish by saying that content is still King and, here at Webcrumbz, we’re taking our role of technology enablers really seriously by helping publishers distribute their content across mobile devices, appreciating their content above everything and helping them monetize it as efficient as possible.