THE FUTURE OF MEDIA

How digital-to-print revenue models continue to shape the industry IN THIS REPORT

SECTION

01 BRAVE NEW WORLD: The future is print and digital PAGE 03

02 THE PUBLISHING LANDSCAPE: How publishers are responding to the rapid pace of change PAGE 04

03 BEYOND PRINT AND DIGITAL: The Group MP at Bauer Media on extending the value of newsstand titles PAGE 10

04 REVERSE PUBLISHING OPPORTUNITIES: Hearst CEO on how the publisher is using reverse publishing PAG E 14

05 SUPPORTING A FUTURE INVOLVING PRINT: How UPM is helping publishers exploit print opportunities PAGE 16

Author: Jon Watkins

02 UPM & FIPP THE FUTURE OF MEDIA EXECUTIVE SUMMARY

Brave new world

The digital revolution and the rapid pace of technological change have seen many industries evolve considerably over recent years. The publishing industry is no different.

espite the emergence of What has become apparent in recent Whether created with bespoke digital channels, which have years is that, for many publishers, magazine content or repurposed Dcreated the opportunity to the question is not ‘print or digital?’ content already published on the communicate with audiences in an It is ‘What role does print play in brand’s digital channels, these instant – wherever they are in the world the print, digital and experiential – magazines demonstrate the continued at the simple touch of a button – print a mix that allows us to maximize power of print. Furthermore, they publishing has continued to thrive. audience engagement, cross- are helping create new revenue selling and revenue generation?’ channels and better loyalty. They are In fact, in the US, the top 25 print a beacon of print’s bright future. magazines reach more adults and teens This whitepaper will explore many than the top 25 prime time shows. While examples where this mix is delivering In highlighting these examples, in the UK, in 2017, 24.6 million UK adults success – and growth – for publishers. and exploring the strategies of were reading news brands daily, and 36 publishers around the world who million were reading magazines monthly. It will also examine perhaps the continue to put print at the heart greatest symbol of print’s continued of their offering, this whitepaper Print continues to thrive and to add power: reverse publishing – where will highlight the opportunities for value for publishers. This whitepaper publishers have launched print products all publishers to engage more of explores that role in detail – looking out of already established digital their audience and generate more at the value print adds and how it fits Reverse publishing is fuelling combined print brands because there is a demand revenue through a multitude of into the wider publishing ecosystem. and digital strategies for them among their audiences. channels – not just print or digital. ■

03 UPM & FIPP THE FUTURE OF MEDIA ⊲ SECTION 02

The publishing landscape

Preparing for the future: How publishers are responding to the rapid pace of change

he pace of change has never unlikely to slow from here. “The been this fast, yet it will never magazine industry has been totally “be T this slow again.” Such has disrupted by technology,” echoes been the speed of disruption in the Julia Raphaely, CEO of South Africa’s publishing industry in recent years, Associated Media Publishing. “For that Canadian Prime Minister Justin many publishers, it’s been like fuelling Trudeau’s words at the 2019 World the plane while flying at full speed” Economic Forum in Davos could have been written specifically for it. So what changes are we seeing at present, and what’s likely to From the introduction of the internet dominate the landscape in 2019? in the 1990s, to the opportunities for multi-platform strategies, the emergence Tech takes over of social channels and smartphones FIPP CEO James Hewes recently set that deliver content instantly, wherever out the main areas he feels will have a you are at the world, to paid targeting major impact on the industry in 2019. and automated distribution – the One was ‘voice’. With more than 50 publishing world has been as affected million smart speakers now in circulation as any other by the digital revolution. globally – mainly Amazon Echo and Google Home devices – “development And, as Trudeau pointed out, it’s of voice products becomes

04 UPM & FIPP THE FUTURE OF MEDIA ⊲ SECTION 02

essential for publishers”, he said. Data-driven content These changes offer a lot of new Beyond the immediate horizon, Hewes opportunity to innovate around the new talks of AI and blockchain disrupting technologies that are now available. the industry further. “Use of AI is mainly confined to other industries at present, And, of course, publishers cannot ignore particularly the growing self-driving the influence of the big social platforms, car market. But, in publishing, we can not least because of the fact that the expect greater use of AI in marketing, large platforms earn nine out of every particularly around paywalls, as well ten advertising dollars in digital media. the increased automation, he says.” FIPP CEO James Hewes says publishers are The social media platforms face Julia Raphaely says publishers are having VR is another big digital influence on innovating with technology their own problems too, and content to adapt at speed the lips of futurists. National Geographic providers cannot rely on the likes of is launching three virtual reality more relevant content – setting up and Facebook to generate traffic referral. This those of the platforms,” says Hewes. projects this year alone – the first taking utilising all the platform information means further change – the importance audiences into the wild of Botswana’s available, will be big,” she says. of SEO is back and Google algorithms Of course, digital development and Okavango Delta. Others will consider have become very important again. industry change will also continue to what it can do for their brands. “Publishers today are operating in impact revenue models and strategies. an entirely new landscape with a “While Apple seems to move from bad The advertising market has grown more Meanwhile, Associated Media breadth of opportunities to engage to good with a clear focus on protecting complex. Although many publishers Publishing’s Raphaely says that digital daily with their audience over consumers’ privacy and data at the have diversified their revenue streams, data-driven insights will also be a major multiple platforms versus once a expense of rivals, publishers need to it remains one of the most important focus throughout 2019: “Understanding month or week,” Raphaely adds. remain, above all, focused on the needs issues they face. Generating revenue consumer behaviour in order to serve of their own consumers and not play into from native advertising and video

05 UPM & FIPP THE FUTURE OF MEDIA ⊲ SECTION 02

“For many publishers, it’s been like fuelling the plane while flying at full speed” Julia Raphaely, CEO, South Africa’s Associated Media Publishing

has increased in importance, which in top 25 prime time shows. Magazine turn drives the need for publishers to Media consumption habits around the world consumption is strong across the ensure they have a clear strategy for board, MPA’s Magazine Media integrating user experiences that also ⊲ 44% (124 million) of the US ⊲ Digital publishing subscriptions Factbook 2018-2019 reports. deliver opportunities for advertisers. population has listened to a (44%) has become the most podcast – up from 40% in 2017 important revenue stream for In the UK, the Publishers Audience What’s more, digital routes to content news publishers worldwide Measurement Company (PAMCo), ⊲ Smart-speaker penetration bring with them bad practice and issues approaches 50% ⊲ 94% of all radio listeners measures 146 magazine media brand such as ad fraud, with some studies nationwide tune to a network audiences across platforms. In 2017, showing that only half of the reported ⊲ WhatsApp is now used for news affiliated station every week 24.6 million UK adults were reading traffic on the internet is actually human by around half of online users news brands daily, and 36 million traffic – the rest being provided by bots. in Malaysia (54%) and Brazil SOURCES: Infinite Dial 18; Adobe’s State of Voice were reading magazines monthly. (48%) and by around a third in report 2018; Reuters Institute for the Study of Journalism Print’s new role Spain (36%) and Turkey (30%) 2018 Digital News Report; Audio Today 2018 Meanwhile, the New York Times reports The reach of digital change and that its own base of print subscribers is development, it seems, knows no holding fairly steady – with only slight bounds. Yet, despite these leaps forward In fact, far from ‘surviving’, there are 60-80% of publisher revenues declines year over year – despite its and the opportunities created by the examples from all around the world are still generated from print. digital subscriber base growing by digital revolution, one thing remains of print thriving. The fact is, 58% of 265,000 new digital-only subscribers true: that rumours of the death of print subscribers still describe themselves In the US, the top 25 print magazines in the 4th quarter of 2018 alone, media have been vastly exaggerated. as primarily print-oriented, and reach more adults and teens than the according to FIPP’s 2019 Global

06 UPM & FIPP THE FUTURE OF MEDIA ⊲ SECTION 02

Digital Subscription Snapshot. As the wonderful about that,” he says. “And it’s first publication with over a million a lean-back experience that I think gives “Print’s a lean-back digital-only subscribers, it remains a consumer a break from the intensity of experience that committed to serving print subscribers. the digital world. And I think increasingly that people are going to look for that. gives a consumer What’s driving print’s resilience? So, print plays a really important role Perhaps it has come not from fighting in saying this is important and this has a break from the the emergence of digital, but its a place in culture, and take a moment intensity of the digital ability to fit in with and alongside a to think and read about this and universe that combines all platforms. consume it. And I think our magazines world. People are are going to play an important role in Successful magazines have reinvented how we do that for a long, long time.” increasingly looking themselves as brands that serve their for that...” audience via a range of channels, of While Justin Trudeau may well be right Hearst’s Troy Young says print can provide a Troy Young, President, Hearst Magazines which print is just one. This started with welcome rest from digital that the pace of change – including the same content being made available in the publishing industry – is unlikely in print, online and – later – on mobile. Young, president of Hearst Magazines, to slow, magazines it seems have calls this ‘content with a purpose’: “Print found themselves a place within the Now, of course, multichannel means is heavily edited and curated and it’s publishing ecosystem to really add differentiating content to allow each like an event that happens once a value and play a continuing vital channel to play to its strengths. Troy month. And there’s something really role in the print/digital mix ■

07 UPM & FIPP THE FUTURE OF MEDIA SECTION 02

Print and digital – the perfect mix

A star of the future… on the future. Rising Star Ellie Cawthorne

ach year FIPP – in a specialist brand, a specialist To optimise the value of that partnership with UPM – title, that will continue to offer mix, Cawthorne says her Erecognise the future stars something different through team has moved to being of the media industry through very high quality print, and will ‘content producers’ across the Rising Stars Awards. These therefore continue to command platforms, rather than a print are talented individuals who a thriving print audience. team and a digital team. have produced outstanding work, delivered above and “That said, the digital offering “We’re using 360-degree beyond expectations and is just as important in reaching commissioning to drive who are the likely leaders certain other audiences,” efficiency in the creation of of tomorrow. So what trends she adds. “We have really content across the channels do these future leaders think good engagement with the and platforms,” she says, “ we will see across print and digital content from the US, but that’s also making sure digital in the coming years? New Zealand, Australia different platforms give a fuller Rising Star from BBC History magazine Ellie Cawthorne, pictured with and India – so it is really experience for audiences using Ellie Cawthorne is staff writer Thomas Waltasaari, Area Sales Director, UPM Communication Papers driving international reach. them all. We start with an idea at BBC History magazine, a and what comes out of it is multi-platform title devoted is an integral part of the model. for print and really value “For me, it’s just a really a relevant feature for print, to British and world history the opportunity to get their good example of where the an online video or podcast and aimed at all levels of “For us, print continues to serve hands on something that ideal scenario is not print and debate through social knowledge and interest. The title a really important role for a they can immerse themselves or digital, but a print and channels. That’s offering a full has been running since 2000 number of audiences – not in over time,” she says. digital mix, all of which are experience for all – and it and, with a circulation of almost least traditional consumers, adding to the experience for demonstrates the value of a 100,000, Cawthorne says print who still have an affinity “I think it’s a classic example of the consumer,” she adds. true print and digital mix. ■

08 UPM & FIPP THE FUTURE OF MEDIA ⊲ SECTION 02

Innovations in print

For many of today’s thriving print publications, success is built on engaging with – and embracing – technology, rather than fighting and competing with it, demonstrating further that print and digital provide the optimum mix. Here, we highlight some of the more radical innovations being adopted by print producers.

In 2018, Bauer Media’s from Deadpool himself. with drone delivery recently. Empire Magazine (UK) Swedish furniture giant Ikea is The initiative was carried featured a print cover that another brand that introduced out with an eye toward actually talked back to technology to its print pages being able to keep people the reader. It embedded last year. In response to informed during emergencies, an interactive speaker in research that revealed that such as earthquakes, when the cover, meaning that “nine in ten people in the roads and bridges might be when a reader pressed a UAE are not getting the ideal impassable and power for button, they could generate eight hours of sleep a night” computers and cell towers an immediate spoken and that “a third are seriously Ikea tested new technology in its might be knocked out. response to their question. deprived, with 32.4% print products last year Anticipating such a natural The cover was the result admitting their nightly shut- the stiff paper ad from the the ad emitted a white noise disaster, the daily Hokkaido of a partnership with eye averages only six hours,” magazine, fold out tabs that frequency and a port released Shimbun successfully flew Twentieth Century Fox to the brand chose to add a enabled it to stand up, plug it an aroma from the lavender- a drone carrying 10 copies coincide with the launch of ‘white noise and lavender’ into a USB to charge, switch infused ink used in the ad. of its newspaper 200 Deadpool 2, and the replies treatment to its print product. it on, and place it next to Meanwhile, a Japanese meters across a river in the to readers’ questions came Readers were able to remove their bed. When activated, newspaper experimented city of Asahikawa. ■

09 UPM & FIPP THE FUTURE OF MEDIA ⊲ SECTION 03

Beyond print and digital: Case study: Bauer Media

Rob Munro-Hall, Group Managing Director at Bauer Media on extending the value of newsstand titles for consumers

hile a mix of print and digital low cover price, high volume and a reliance provides publishers with the on the newsstand. That’s still a big chunk of our W opportunity to engage different business. If you take TV Choice, for example, audiences through different channels and we are still selling millions of copies a week, platforms, and to enhance the brand experience through the newsstand, in a very traditional way.” in an always-on fashion, many are now seeking further brand extensions in a bid to enhance the Despite that, Bauer has been at the forefront consumer’s loyalty even further and to find new of expanding its magazine brands into revenue opportunities. One clear example is new areas – to increase the consumer’s Munro-Hall: “A brilliantly Bauer – publisher of newsstand titles such as TV experience and increase revenues. executed print product will Choice, Take a break, Bella and That’s life – and always find an audience” a business renowned for its print-title heritage. “With many of our bigger products, like Take a Break, there are other revenue “It’s probably harder to find a more traditional streams outside of the print magazine that “A large part of our business newsstand publisher than Bauer in the UK right are really complementary. I call that our now,” says Rob Munro-Hall, Group Managing 360 model, where we have a print brand is still powered by big, Director at Bauer Media. “We’re quite unusual in in the middle of it with lots of satellite and that a large part of our business is still powered brand extension products that sit all around weekly publications” by big, weekly publications – often still with a it and do lots of different things,” he says. Rob Munro-Hall, Group Managing Director, Bauer Media

10 UPM & FIPP THE FUTURE OF MEDIA ⊲ SECTION 03

generation. Increasingly, along Top 10 UK women’s lifestyle and fashion titles with every other publisher (ABC figures: six-month period to the end of December 2018) in the land, we are trying to use our big brand titles, Publication Circulation Year-on- Free which have a lot of interest (avg per issue) year % copies and trust from our audiences, change to get closer to buying and selling more products. Good Housekeeping 4 51, 716 –1% 74,366 John Lewis Edition 445,292 0% 445,292 “That’s why,” Munro-Hall Stylist 403,544 1% 403,544 adds, “when we assess the performance of those brands, Woman & Home 281,193 –3% 6,000 we talk about how many Yours 242,516 –1% 24,150 Titles such as MCN and Take a Break are thriving across many platforms copies they sell and how much advertising they generate, but Cosmopolitan 240,351 –32% 50,298 “Probably the best example business in its own right, and we also talk about the revenue HELLO! 237,736 1% of that is our big specialist title four motorcycle shows – all per user on the website, the Motorcycle News,” he adds. under the brand name of average transaction value Prima 227, 014 –5% 20,089 “That still sells 60,000 copies a Motorcycle News or MCN.” on different platforms and, Vogue 192,152 1% 8,417 week as a newspaper. But we hopefully, how much revenues Red 17 7,122 7% 32,615 also have a website that gets A product push are going up across the whole 2 million unique users to it, we “So you can see that beyond portfolio of he brand.” have a number of other print just a print and digital mix, and if you have great editors way is tough and it’s a very products – such a MCN sport we have a large amount of And he adds that will likely who understand exactly what competitive space. So it pays and some bookazines. But then activity and products – all of continue to play a role in the your audiences want then to diversify into digital and we also have a shop on the which appeal to this audience mix for a long time to come “A there is a very successful print beyond. That said, we still see website, an insurance product and which are giving us other brilliantly executed print product business to be had,” he says. the print product very much at which is now a significant opportunities for revenue will always find an audience “But it’s hard, growing in that the heart of the brand.” ■

11 UPM & FIPP THE FUTURE OF MEDIA ⊲ SECTION 04

The opportunity of reverse publishing

Delivering success for businesses and satisfaction for audiences

rint’s continued appeal to specific In fact, aside from simply being a consumer website – the most visited UK player, going to a car or bike launch, audiences is clear and it is apparent shift in process to digital-first, some site for consumers looking for information sitting on the story for a couple of weeks Pthat print will continue to play a vial traditional digital-first brands have about cars. At the heart of that business and then publishing it in a monthly print role in publishing’s future success. gone as far as to launch a new print is pricing information, car specifications magazine. You need to publish directly offering for a specific audience, filling and data. That information is now taken to the web because obviously that’s The appeal of magazines – combined that print product with repurposed and published in a monthly magazine. where the fight for eyeballs is. with the demand for digital and social, content originally created for digital That has created a very symbiotic and expansion of print brands into events channels. Brands to have launched relationship between the website and the “Many of our brands have time- and partnerships – has seen a new such titles include Net-a-Porter, print magazine. sensitive content, where we publish reliance upon reverse publishing. Allrecipes and Facebook online before we later check that (see section 4b). “In automotive, we’ve also got lots content and then repurpose it for print. The concept whereby publishers flip of examples where – in response to That’s where the consumer need is.” their traditional approach of taking Bauer Media Group Managing Director consumer needs – we have decided to magazine content and later making it Rob Munro-Hall says that while Bauer publish first to the web and then into our For Munro-Hall, reverse publishing available online, to one whereby digital doesn’t have a formal ‘strategy’ in place print portfolio,” he adds. “There not only offers brands an opportunity content is published online first and later to work in a reverse-publishing manner, is no point in automotive to create print from a digital repurposed in print form – has been there are a number of instances across its markets like brand – but also a around for some time. But the increasing business where the process is used. motorcycling and way of working that complexity of multi-channel strategies car magazines, is beneficial to and the need to ‘compete for eyes’ is “Our automotive title Parkers is a great in which we are the audience and lifting its prevalence. example,” he says. It is a well-known a very significant efficient.” ■

12 UPM & FIPP THE FUTURE OF MEDIA ⊲ SECTION 04b

Reverse publishing case studies Title: GialloZafferano Publisher: Mondadori Another Title: Grow Title: Porter publishing group to take Publisher: Facebook Publisher: Net-a-Porter advantage of Perhaps the most compelling reverse-publishing Net-a-Porter launched Porter in 2014 the popularity launch was that of Facebook’s Grow magazine, with specific objectives. After polling the of its cooking announced last year and described by the social Website with a knowledge that there was website media giant as “a quarterly magazine for business an appetite for the “tactility, the look and through a leaders”. The title quietly made its appearance in feel of print”. Within two years, the bi- print launch was Mondadori’s business class lounges at Heathrow and a few more monthly magazine was available in 220 giallozafferano.it – when in exclusive spots in and around London in early June. cities across 60 countries at costs of £5, 2017 it launched the first monthly The site has more recently stated that “a printed $9.99 or €9.99, depending where you cooking magazine in Europe born version is sent to a handful of Facebook clients” only, are. It now has a circulation of 180,000. from a website. Giallozafferano. casting some doubt on its longevity but, nonetheless, it had existed as website since the launch was significant in the digitally disrupted 2006 and by December 2016 content space. Title: Allrecipes had 6.8 million monthly unique users, with 600,000 unique users Publisher: Meredith visiting it every day – five times One of the biggest global reverse-model more than its closest competitor. successes early on in the trend was Meredith’s The brand also had 4.9 million Allrecipes – a digital brand acquired from active fans on its fan pages the Reader’s Digest in a $175m deal. The title and a community of more than launched in January 2014, starting with a base 12,000 bloggers who write rate of 500,000 and raising it to 1.1 million on a dedicated food blogging within a year, all while the brand’s ‘home cooks’ platform. The first issue of the audience visited the website 1.4 billion times in 2014 alone and the magazine sold 410,000 copies, mobile app 23 million times. Today the brand is the number-one globally with a positive margin, and future food brand, with a total brand footprint of 1.5 billion global annual visits, circulation targets are 200,000 7.7m readers and 55 million global unique visitors. copies per edition.

13 UPM & FIPP THE FUTURE OF MEDIA ⊲ SECTION 04c

Role reversal Case study: Hearst Magazines

James Wildman, President and CEO, Hearst Magazines UK, on how the publisher is using reverse publishing

earst UK publishes 23 brands, and four brands record year-on- including ELLE, Harper’s year growth. The fact that several of HBazaar, Cosmopolitan and our magazines are increasing their Good Housekeeping – with its print readership in print highlights the and digital brands reaching more extraordinary quality and continuing than one-in-three UK women and appeal of our print products. one-in-four UK men every month. Wildman adds that, with issues such James Wildman, the business’s president as fake news, we are also starting and CEO, says Hearst’s success is to see the pendulum swing back very much down to an understanding towards print with advertisers, due to that consumers will always value the trust and context Hearst can offer. quality and engaging content. “For me, the future of Hearst is an “Magazines in particular provide an evolution of our content and how immersive, wholly positive environment we deliver it, whilst still retaining that for the reader,” he says. “In the latest trust with consumers,” he says. “We round of ABCs, we had nine brands Hearst’s James Wildman of course recognise the importance record period-on-period growth of delivering our content in other

14 UPM & FIPP THE FUTURE OF MEDIA ⊲ SECTION 04

“Fake news’ has seen the advertising pendulum swing back to print...” James Wildman, President and CEO, Hearst Magazines

environments too, and we’ll continue to “It’s truly a bi-coastal operation with strengthen and drive both our digital and the New York City-based Hearst team experiential offering, but the experience creating the editorial with guidance and that magazines offer readers is not direction from Airbnb’s content team in something to ever underestimate.” San Francisco,” he says. “The magazine has a team of editors, writers, designers The print and digital mix and marketers overseen by chief Hearst circulates over five million content officer Kate Lewis, president, magazines a month, reaching more marketing and publishing director than 20 million people per month Michael Clinton, and Airbnb’s CEO on its own sites, and has more than ”We’re constantly being told that Reverse publishing at Hearst and head of community Brian Chesky.” 79 million likes and follows through bitesize information is all we can But what about reverse publishing and our social media platforms – and process these days due to so many the value it can add for audiences? Airbnb Magazine continues Hearst’s Wildman says this also demonstrates distractions, but I truly believe Wildman says there are a number of successful strategy of forging valuable the value of a print and digital mix. consumers want it all,” adds. examples within Hearst UK: “Inspired partnerships with culturally significant by the Airbnb community, Airbnb and successful companies, personalities “Our print and digital mix is delivering “Through our trusted brands, we Magazine is a collaboration between and brands,” Wildman concludes. really well across all of our brands provide a variety of content that Hearst Magazines and Airbnb offering “Starting with O, The Oprah Magazine because our respective editorial caters to all needs - long reads, short readers an insider’s view of global in 2000, we have launched Food teams work so closely together reads, investigative pieces, fun pieces, destinations echoing the spirit and reach Network Magazine, HGTV Magazine and this is key to our success. video content and social content.” of the people-powered platform. and Dr. Oz: The Good Life.”. ■

15 UPM & FIPP THE FUTURE OF MEDIA ⊲ SECTION 05

Supporting a future involving print

Ruud van den Berg, Senior Vice President of Magazines, Merchants and Office at UPM Communication Papers, explains how the UPM is helping publishers exploit the opportunities of print.

PM – the Biofore Company is read on average by three – has been helping publishers consumers, which makes it ecologically Ruud van den Berg, Udeliver print products for many more favourable than e-news. Senior Vice President of years, in a sustainable fashion. Magazines, Merchants “The ecological footprint of print media and Office, UPM All forms of media consumption have consumption is even lower when Communication Papers an ecological impact. In Germany, for there are several people who read example, people spend an average the same newspaper or magazine of 30 minutes a day reading news within a household — a very typical articles. The ecological impact is higher, situation — and then recycle the however, if they spend this time on paper afterwards. In this respect, electronic devices instead of reading print outperforms online devices.” news in print. Electronic devices consume energy continuously to keep Responsible footprint is an important the content available and updated. part of paper and print media during times when consumers Ruud van den Berg, Senior Vice are more and more conscious President of Magazines, Merchants of their choices. However, it and Office at UPM Communication is also content and especially Papers, says: In Germany, a newspaper personalised content that matters.

16 UPM & FIPP THE FUTURE OF MEDIA ⊲ SECTION 05

“Publishers and retailers have hold high attention values when Multichannel service offers value for publishers 24/7 realised the importance of compared to many other forms of personalising their content and media”, van den Berg explains. making it relevant for their key UPM Communication Papers’ services those customers who need to quickly target audiences. In general, Print also continues to play an provide customers with solutions that check their order history, as well as help them to improve and succeed. With brows products, make orders or request approximately 70 per cent of important role in forming and global approach, but local presence, samples. UPM Customer Online (COL) consumers keep sales catalogues shaping communities. “There UPM Communication Papers’ customer is a digital service channel that contains in their homes for over a month, are a lot of small independent service teams across Europe and relevant data both for daily operations as and as many as 34 per cent magazines that continue to North America speak your language well as different reporting needs. It offers keep them for over a year. The create vibrant and strong global and understand your local needs. customers a chance to make several interest to buy is generated by communities around specific transactions easily and efficiently, 24/7. Digital services complement personal the print catalogue and then the topics”, says van den Berg. “Print interactions and service especially “With customers growing more digital- customer can do the purchasing has always brought people savvier, demand is growing exponentially online 24/7 or visit their closest together”, van den Berg adds. for sophisticated digital customer store”, van den Berg notes. services”, Ruud van den Berg notes. It is an interesting development When looking at trends with that even Amazon has opened “Through our digital Customer Online regards to consumers the retail traditional book stores again. (COL) portal, our customers view their personalised dashboard and check segment continues to be strong. “This is a clear signal that people for themselves what has been ordered, “Retailers have recognised enjoy reading from paper delivered and invoiced. They can also that weekly advertising needs and that printed magazines, browse products, make orders and to be on the kitchen table. It newspapers and books request samples,” explains van den Berg. is the only way to effectively create haptic experiences that convey their weekly offering. cannot be replaced solely Learn more about Customer Online  Print advertisements continue to by digital content.” ■

17 UPM & FIPP THE FUTURE OF MEDIA ⊲ UPM COMMUNICATION PAPERS FIPP Georg-Haindl-Strasse 5 WeWork PO Box 101749 1 Poultry D-86007 Augsburg London EC2R 8EJ Tel.+49 821 31090 Tel: +44 20 7404 4169 www.upmpaper.com www.fipp.com