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Print survival 101: keep it vibrant, relevant and competitive

THE PHILIPPINES, SEPTEMBER 14, 2012 – Print has seen its glory days, when everyone relied on newspapers, magazines – the printed word – to be informed and to inform. Today, the landscape of communication has changed and is constantly evolving. In order for print to survive, Philippine Center for Investigative Journalism executive director Malou Mangahas said, “stop pining for good old print” and dream to reinvent it.
 
The United Print Media Group (UPMG) congress last week, examined the damage done to print by the digital deluge and discussed ways to help the printed word survive. 
 
One way to do this is to elevate print into an art form, use words and pictures that connect, which needs “great art direction”, said DM9 Jayme SyFu chief creative officer Merlee Jayme. Our publications should express everyday human truths and to effectively visualize problems and benefits, she added.
 
Reader engagement is also one point that print should improve, said Mindshare Philippines’ Meckoy Quioge. To do this, print media must be mindful to not let advertising get in the way and to devote sections for reader interaction. 
 
Commenting on the value of print, he said, “Nothing compares to the immediacy and importance of a big story when you see it on a headline.”
 
Support from outside the industry was extended by Unleash International’s Vic and Avelynn Garcia, who talked about the potential and future of print media; ventriloquist Ruther Urquia, who observed that at the advent of instructional videos, kids started to learn faster skill-wise but lacking in maturity; and Towers Watson growth leader Ging Igual, who facilitated an “open-space technology” workshop that deals with issues, challenges and opportunities in the industry.
 
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.
 

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