A print marketing expert and entrepreneur has offered his thoughts on what printing and marketing firms need to do in order to remain competitive in an increasingly digitizing industry.
This week, Joe Pulizzi launched Chief Content Officer magazine – a publication devoted to educating marketing executives on the industry's most pressing issues, suggesting they act like publishers to acquire new customers.
"Publishing has been around for hundreds of years, but the concept is still very new to most marketers," Pulizzi said in a statement.
He also cited research from his own company, as well as that of APA/Millward Brown, that claims consumers spend 25 minutes "engaging in a custom print magazine" – a figure that cannot be found among iPads, e-readers, the web or smartphones.
"The demise of print has been overwrought," Pulizzi added. "The problem isn't the medium, it's the financial model. We see this as a very compelling opportunity to get into print at the height of the digital revolution. CMI has been touting the print opportunity for the past year … and we are putting our money where our mouth is with this magazine."