No Line in the Sand
I have always asked why draw a line in the sand when within seconds of completion the line will be gone? I look at publishing in the same vein. Why limit publishing to “publishing”? Why draw a line as to what is and what is not publishing?
Publishing is undergoing massive changes and that end result may in fact redefine the term publishing or offer a new term for an old, proven friend. I lean towards “personlishing”—tough on the tongue, but you get my point.
Recently in Adweek, Hewlett Packard offered many great examples of “personlishing”. On May 11 the digital print solutions group of HP showcased and polybagged a customized 12-page supplement, “The Art Of Possibilities.” The supplement offered two custom covers, one for brand mangers and one for subscribers.
HP offered a series of publishing examples that allow customization to achieve a new level of creativity and, to quote the HP press release, “this supplement uniquely demonstrates the enduring vitality and importance of print in a rapidly diversifying, multi-platform communications environment.” Wow!
Click on one of the links below to view a future direction of customized publishing.
Smart Car Article http://www.adweek.com/sa-article/outsmarting-paris-149250
Hearst Magazine Article http://www.adweek.com/sa-article/best-both-worlds-149256
Royal Ontario Museum Article http://www.adweek.com/sa-article/bringing-dinosaurs-life-149252
Lorax Article http://www.adweek.com/sa-article/speak-trees-149253
Pantone Article http://www.adweek.com/sa-article/god-save-digital-queen-149254
National Gallery Article http://www.adweek.com/sa-article/printing-metamorphosis-149255
Elizabeth Arden Article http://www.adweek.com/sa-article/targeting-senses-149247
Colruyt Article http://www.adweek.com/sa-article/colruyt-less-more-149249
Thought Leadership Article http://www.adweek.com/sa-article/see-what-hp-makes-possible-149245
For me, as a devotee of integration of offline and online media, this supplement works on many levels. Here are a few of those levels:
1) Clear defined use of personalization and customization
2) Broad use of the technology across many valid verticals
3) Diverse use of content
4) Brings a more than pleasant personality to the technology
5) Clearly links use of QR codes, AR to print and to online tracking.
Go ahead, check the links out and email your thoughts, opinions and likes/dislikes. I am always looking forward developing dialogue and expanding my engagement with all those involved in the ever-changing world of publishing.
Thad Kubis is an unconventional storyteller, offering a confused marketplace a series of proven, valid, integrated marketing/communication solutions. He designs B2B or B2C experiential stories founded on Omni-Channel applications, featuring demographic/target audience relevance, integration, interaction, and performance analytics and program metrics.