From Print to Digital provides an in-depth look on the transformation of print media to digital media. Each show, focusing on a different aspect of media, examines the opportunities and challenges that media outlets and advertising agencies face in order to position their companies for the future.
It’s a cliché because it’s true: reports of print media’s demise have been greatly exaggerated (sorry, Mark). Nevertheless, print publications face tremendous challenges to stay viable (and profitable) in an increasingly digital age. In the second installment of ‘From Print to Digital,’ Mary Murcko, VP-Publisher of Women’s Health, discusses how the magazine has been able to buck the downward trend in print advertising and how the brand’s ink-on-paper product coexists with its online companion. As Murcko makes clear, the question smart marketers are asking these days is not print versus online versus events versus Web 2.0, but how can the brand (in whatever medium) help me reach customers?