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Print is not dead but, perhaps, the traditional publishing houses are.

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Harry Norman, Managing Director, FlipFlop Media, gives his thoughts on how traditional publishing houses in the UAE will need to evolve in order to keep print media a relevant commodity…

“Print is not dead, but it has changed massively in the last five years. The days of high page rates and paid subscriptions are coming to an end. It is not that print doesn’t offer value, it’s that the publishing houses in the UAE do not understand what this value is.”

At the start of every year, a number of media-heads begin to hammer the final nails into the newspaper-shaped coffin that is print. The continued shift towards social engagement, content marketing and online advertising routinely rings alarm bells for the publishing industry and, if certain sources are to be believed, job cuts, the closing of publications and empty order books are spelling the end of print media in the GCC.

What a load of rubbish!

As a media house that utilises print platforms, we at FlipFlop Media have never seen a better commercial pre-book than now, taking in to consideration all of our prior publishing experience. At no point have any of our clients or readers declined collaboration because content is not dynamic or topical enough and, ironically, it is our digital platforms which presently require the most attention.

The reason for this success is simple. Print is not dead, but it has changed massively in the last five years. The days of high page rates and paid subscriptions are coming to an end. It is not that print doesn’t offer value, it’s that the publishing houses in the UAE do not understand what this value is. I repeat, print is not dead, but perhaps, ‘traditional’ publishing houses are.

When establishing a company that deals with print media, it’s important to understand the need to a) stand out and b) offer real value.We believe that diversification is key to this, and we currently find ourselves committed to being the only Business to Government media group that offers a new niche focus as well as value for our partners. Using a print platform as a vehicle for engagement within public-private partnerships, allows for the undertaking of activities that not only bring about real RoI for the client, but also drive forward the sectors that each of our publications is focusing on.

A prime example of this would be how SMEs are struggling for growth and so, working with the Dubai Multi Commodities Centre, we created the Knowledge Series so that CEOs could better understand how they could grow their businesses. The key here was diversification and shifting away from what was traditional and dwindling, to where the need is and where we – and our partners – want to be.

Using the influence of print media and connecting the dots for clients can put publishing houses in the unique position of assisting in both powerful marketing activities and effective business development. Providing genuine value is also key as spending from clients can, and will, double (at least) from each contract if they’re carried out effectively.

We have print platforms – and we love them. So much so, that we invest massively into the design and quality of every page. This offers readers a visually rich, immersive experience of thought-provoking content and premium branding that a mobile or computer screen simply cannot provide.

As long as media houses can offer this kind of real value to clients, then print platforms will thrive. Perhaps consumer publishing and newspapers are on the final goodbye tour, but they should be leading in the digital arena. If not, then maybe they should regret having focused so much on commerce and so little on content.

Just like when a king passes and new monarch is declared, the print industry is not dead but is seeing a change of order. When we launched Future Cities we started with ‘as your industry changes, so must your dedicated media platforms.’ We have welcomed the change, and suggest that you do too.

GN Broadcasting welcomes Director

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GN Broadcasting has welcomed Steve Pulley to the role of Broadcasting Director. With 30 years of international radio experience across companies such as Virgin Radio International and Arabian Radio Network, Steve was most recently General Manager of Bamboo Media, where he provided services to international radio stations and local businesses looking to improve premium content services. Having recently returned to Dubai, Steve will now be working across UAE radio stations Radio 1, Radio 2, Josh and Hayat FM in his role as Broadcasting Director.

“It is an exceptionally exciting time for the radio business,” says Steve. “Radio remains a key medium for all UAE residents who want music, fun and information – when and where they want it. On whatever platform, it’s still the most affordable way for advertisers – big and small – to consistently reach new and existing customers, especially those who are increasingly on-the-go. GN Broadcasting will be working smarter and harder than ever to entertain listeners and provide innovation for Advertisers.”

 

 

Will McMichael joins GN Broadcasting

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Will McMichael has joined GN Broadcasting as Head of Advertising. Having previously worked as General Sales Manager at the Australian Radio Network in Sydney, Australia, Will was responsible for revenue generation cross all of the network, including 12 radio stations and its digital assets. In his new role as Head of Advertising, he will oversee both direct and agency sales teams for GN Broadcasting, as well as support departments including Creative, Traffic, Commercial Production and Sponsorship/Promotions/Integration. Will will also be handling revenue generation across direct and agency sales and developing and implementing strategies for internal structure, processes and communication.

“Relocating to another country was not an easy decision, however I have been made to feel extremely welcome and I already feel like a part of the family,” says Will. “There are some very talented people here and when you combine this with the strength of the brands throughout the company, we have a real opportunity to provide multi-platform solutions to our clients.”

Cannes Lions to honour Marcello Serpa

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The Cannes Lions International Festival of Creativity will honour Marcello Serpa with the Lion of St. Mark at this year’s festival. Recognised as one of the most awarded art directors in Brazil, having won over 160 Lions, his work has included the 1993 campaign for Guarana and the 2010 print campaign for Billboard;‘Britney’, ‘Eminem’, ‘Marilyn’, ‘Bono’ and ‘Amy’. Marcello will be presented with the Lion of St. Mark during the ceremony on Saturday June 25, 2016.

“The Lion of St. Mark recognises individuals who have made significant and outstanding contributions to creativity across our industry,” says Philip Thomas, CEO, Cannes Lions. “Marcello’s achievements are known the world over, but perhaps most notably he was responsible for taking home Latin America’s first Grand Prix in 1993. He’s since served on juries four times, twice as President and during his tenure, AlmapBBDO won Agency of the Year three times.”

Marcello adds “My life and career would be completely different, and probably a bit boring if Cannes Lions did not exist. Those small stairs to the stage are connected to me and I have always watched with envy and admiration some creative legends stand at the top of them. I feel honoured, dizzy and extremely happy to be recognised as a stand-out within the industry. This award is like giving a shot of adrenaline directly into the ego of anyone in the business.”

Insignia welcomes new Account Executive

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Insignia has welcomed Fatima Fernandez to the role of Account Executive. Previously an Account Executive at Avant Communications, Fatima has worked across various forms of media in Spain as well as in the UAE. In her new role, she will be managing accounts and maintaining communications between clients and the creative studio.

“Having experience as an account executive, I now have the pleasure of joining Insignia and working in their client services department in a similar role,” says Fatima. “Insignia has a very qualified team that works hard, effectively and efficiently to provide their customers the best, unique solutions to fulfill all their need and requirements.”

Insignia welcomes new Account Executive

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Insignia has welcomed Carrera-Jade Simmons to the role of Account Executive. With two years of experience in client servicing, Carrera-Jade most recently worked as a Client Partner at e>erything d.fferent in the UK where she was involved with nationwide campaigns developing creative for TV, press and radio as well as liasing with clients. In her new role with Insignia, Carrera-Jade will be working in the agency’s Client Servicing department, managing accounts for international clients such as Rixos and Soneva.