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On Cross Media

An interview with Larry Kilman, Deputy CEO, Executive Director of Communications and Public Affairs, WAN-IFRA.

Świat DRUKU (World of Printing): What are the main reasons for growing importance of cross media strategies?

 

Larry Kilman: From both an editorial and advertising viewpoint, the goal is to increase audience size, and to reach the audience in whatever manner they choose to receive it. It's no longer a question of print versus digital media, but rather the different platforms working as an ensemble, with media companies making the best use of the attributes of all platforms, both for storytelling and for advertising formats and delivery.

 

There is also a growing body of evidence that shows print plus other platforms increases advertising effectiveness when compared to print alone.

 

ŚD: What influence it has on the newspaper world and the developement of print technologies?

 

LK: Newspaper companies have an inherent advantage when it comes to cross media strategies because -- unlike broadcasters or pure digital players -- they of course bring print to the mix. This is an enormous advantage in terms of revenue, since print continues to be the primary source of newspaper company revenue, even as digital platforms develop. Print revenues can be used for research and development, something that is not available to other media.

 

At the same time, it is clear that print circulations are declining, so there is enormous pressure on costs, which makes more efficient print technologies essential to maximize revenues as news media transforms.

 

ŚD: How important is this area for organisers of WAN-IFRA?

 

LK: It is enormously important. The business models for news media have become more complicated and media organisations are looking for new models to replace the simple circulation revenue and advertising sales model that served so well in the past. As WAN-IFRA is a global media company network, our members turn to us to seek solutions they may not be able to find on their own. We are upgrading our networks, our training and research initiatives, our conferences and seminars, our consulting services, and our press freedom and media development projects as a result. The engine for much of this transformation is, of course, multimedia publishing.

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