THE PHILIPPINES, SEPTEMBER 7,2012 (updated) – The 2nd Philippine Print Media Congress kicked off yesterday with strong words from United Print Media Group (UPMG) president Ricky Alegre: “Print connects and print is here to stay.” The two-day conference at historic Manila Hotel aims to establish that even in the digital age, print is still a viable medium.
In his keynote speech, Manila Mayor Alfredo Lim expressed his support to the industry, especially against those who use their influence against the power of the press. Mayor Lim cited the EDSA movements as evidence to the importance and role of print media in social development and nation building. He said print media “can change the nation”.
The past, present and future of print
Dr Crispin Maslog, retired journalist and professor, believes that in order to understand print media at its present, you have to look at its past in order to see its future. He discussed the history and development of print in the Philippines and described its present condition with the declining newspaper readership.
Carole Sarthou of Ipsos and Stuart Jamieson of Neilsen, both managing directors, agree that the print industry must learn to embrace the digital world. Publishers can use digital media to complement what print provides.
Digital: Friend or foe?
For Havas CEO Jos Ortega, it is not a battle between digital and traditional. He told publishers that their “differentiator” is content and that we need to create more “meaningful brands”. He added that the problem is a lot of brands today do not have relevance to the consumer’s lives.
“Digital is not really about technology, it’s about connecting people,” said Manny Fernando, president of the Integrated Mobile Marketing Association of the Philippines. As the “social networking capital of the world”, Fernando believes that “there is a unique opportunity for us as a nation to make a global impact.”
Globe communication channel head Bunny Aguilar presented a reversed perspective on the issue, referring to print as a “curator” for digital content. What is posted on World Wide Web can be completely erased but what goes into print is “immortalized”.
Three of the country’s top advisers also sent representatives to discuss the role of print in their business.
Grace Magno, VP for advertising at SM Prime Holdings, related that print media offers good rates and good exposure to their brand. Print is a trusted medium with high coverage and fast turnaround. SM Supermalls used print to launch its digital campaign.
Sun Cellular VP for postpaid marketing Ricky Pena believes that print’s strength is its “flexibility to get creative”. In 2010, 95% of Sun’s above-the-line budget was allocated to print advertising. With the boom of mobile and social media marketing in 2011, it was nudged down to 79%.
The congress themed “Print Connects!” is organized by UPMG, the umbrella organization of print media practitioners in the Philippines. UPMG is a proud member of the AdBoard.
