Matt Andresen

Former mascot, banker, co-owner of web analytics co. and financial advising co. Currently PR, content and analytics marketing dude with Cleland Marketing.

Print is dead? Not when you get down to Brass tacks…

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Print is not dead, but it seems to be getting demoted and in the case of newsweek…fired! In a recent article by Kai Ryssdal, Newsweek magazine calls it quits, Kai points out what many are calling the inevitable, but is hesitant in his praise of the move saying, “Newsweek may or may not make it, but what this does is say — more and more and more —  that news and media are going to live digitally. That’s where we have to go.”

I believe print should still exist and folks should transition into digital slowly, or “have a high tolerance for unproven investment,” according to Barry Diller, whose company IAC has a controlling stake in Newsweek Daily Beast. Although some have been saying print is dead since 1984: Egon’s thoughts on print in Ghostbusters.

At Brass Media Inc., the digital transition was happening as I first began working for the 10-year-old company.  At Brass we believe print is important, but it may be better suited existing as  a co-pilot. Brass started out as a magazine and now their secret sauce is in an Exchange of information.  Our target audience are young adults and our goal is interesting topics on the Money side of Life.

Forbes put forth a short article, Print is Dead? Not so Fast., gets to the point better than I do. They talk about some of the advantages of print, like tangibility, credibility, branding, target marketing, more engaging and less print ads and show an example of how QR Codes could play a role in bridging the digital gap.  In the end, as the article concludes it perfectly: “Finding the right balance between various media will ensure a steady revenue flow, an increase in sales and new customers.”  So think twice before delving into dogmatic change.

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Author: mattandresen

I am a senior account manager at brassMEDIA Inc., a media and technology company founded to improve how young adults understand money. I am a licensed business banker and financial adviser, and I co-founded Tandew Software, a web analytics company, in 2009. I also advise for the Small Business Development Center at Linn-Benton Community College and contribute as a board member for a number of local organizations.

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