Recent years, the rapid development of the internet is changing consumers‘ media usage habits. Facing the impact of new media, traditional print media are resorting to internet to elevate the transformation and upgrading. According to integrate with new media and apply new technologies, print media are establishing their own multi-channel content marketing matrix，which allow them find more ways to cooperate with the brands and create diversify content in various channels.This week, print team will introduce the current layout and new strategy of the print media in terms of content and celebrity cooperation.
⚫ PGC is increasingly deepened and layered, new developing products are attracting more attention: From 2015, several potential print media which own global copyright content and target specific audience launched in succession. The top print media start to show their attempt on virtual to grab new audience from this year.
⚫ Online IP converges the efforts of print evolution, E-magazine emerges to cater for the fans economy: WeChat and Weibo are converting into print media’s mainstream platforms for cultivating the tailor-made content IP. Meanwhile, E-magazine is created to take advantage of fans economy and earn money from it.
⚫ Print media tries various offline activities to generate higher social influence: Except annual ceremony attended by stars, more “approachable” offline activities, such as pop-up store and campus beauty contest was hold by print media to create more chance to communicate with potential readers.
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Print media is building a multi-channel content distribution matrix based on high-quality content
Print media now is in a state of evolution as it finds new ways to reengage consumers through partnerships with multiple media form. How to establish a systematic content marketing matrix to effectively integrate PGC output, online IP generation and offline activities become the first priority, since a new matrix can provide more possibility for brands and print media corporation.
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PGC is increasingly deepened and layered, new developing products are attracting more attention
From 2015, several potential print media which own global copyright content and target specific audience launched in succession. While the top print media with general fashion or industrial content take up the majority of resources, those new titles insist dissecting the niche culture, social topic or young generation, and conveying high-quality and profound insights towards their readers.
At the same time , the top print media start to show their new development and new products to grab the attention of audience from this year. The virtual idol, which is a everlasting, high-frequency and low-cost content producer, is available for multiple cooperation and becoming a core promising industry focused by brands, media and readers.
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Online IP converges the effort of print evolution, E-magazine emerges to cater for the fans economy
WeChat and Weibo, as the main online distribution channels of print content, are converting from simply content display into mainstream platforms cultivating the tailor-made content IP. Take the male fashion title
as the example, official account ”GQ Lab”, online radio ”GQ Talk” and online pop-store “GQ House” for co-branding sale are all successfully hit the market recent years.
Various print media are also striving to launch E-magazine from the start of 2019—— this format of print content is high-quality, low-cost, random-frequented, and includes plenty of interactions of cover star to satisfy his/her fans. Although this strong momentum fade gradually from the third quarter, considerable sale and readership of E-magazine still bring a new and bright opportunity for print cooperation.
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Print media try various offline activities to generate higher social influence and attract more fans
Every year, top print media will hold annual offline ceremony and invite all kinds of celebrities to join. By virtue of the social influence of stars, these events generate high popularity and exposure on social media. Meanwhile, more traditional magazine publishers began to hold more “approachable” offline activities, such as pop-up stores and campus beauty contest, to create more opportunities to communicate with potential readers and broaden their audience of the magazine.
