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Innovation Showcase

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Print: rich, diverse and interactive

Shortcut uses: Any image Cloud-based authoring,

Instant links

Editable content and links 24/7, 

Image owner in control,

Revenue streams.

Why mobile is important: 1 in 5 searches now exclusively mobile, 80% of smartphone users will search for content following ad view, Approximately 6 billion mobile subscribers.

Mobile first:  Apps will diminish, Mobile first sites and information portals will increase, Users will demand mobile content, Users will expect mobile engagement.

AUGMENTED reality has been around for some time but it has only been in the last two or three years that we have seen developments to seriously enhance the news industry’s printed offerings.

Image recognition has been in existence for far longer and, of course, recognition systems have been with us since the 1970s.

Indeed, anyone over a certain age will remember the optical character recognition – OCR – machines that launched into the newspaper industry in the 1970s as part of the move from hot metal letterpress newspaper production to phototypesetting and web offset.

Two years ago the Daily Telegraph experimented with augmented reality where photographs were printed in paper that when scanned, took the reader off to far flung holiday destinations via dedicated websites.

Print had become clickable.

Over the coming months the PJ Innovation Showcase feature will analyse a number of technologies that are enabling print to prosper and profit, and much of it off the back of digital development.

Some parts of the industry have been wringing their hands in grief over the death of print.

But has that format really shuffled off its mortal coil? No, of course it hasn’t.

Print has so many positive attributes but the immediacy and flexibility of digital has made a large dent in the confidence of print and paper. Yet print remains a valid income stream for publishers and advertisers.

Print is omnipresent too. It forms part of our daily lives, from the direct mail and free papers that drop through our letterboxes each week, to the paid-for press and magazines we purchase daily.

Print has had challengers to its unique position in the marketing mix. The growth of digital has been in tandem with the most challenging of economic times. And, despite the futurologists of the past claiming we would have lots of leisure time, our hectic lives have seen our consumption of information changed radically.

News has to be instant and accessible 24/7. But a harmony exists between offline and online. This harmony is often called cross media and is rapidly becoming part of the new world of ‘content’ marketing. Combining social media, responsive content and native advertising creates opportunities for brands, publishers and advertisers to connect to their audiences – be it through bespoke content or connecting via digital platforms.

Print remains a valid part of this process and is widely recognised still as a trusted medium. 

Print now has several weapons in its armoury: on-demand printing, personalised print and innovations such as image recognition. Early uses of image recognition have delivered fun and exciting effects through ‘augmented reality’ mobile apps. Image recognition has, however, a much richer and deeper offering to brands and publishers engaged in print marketing. 

This month we focus on Scandinavian company Shortcut Media, a pioneer in image recognition, which has entered the news sector with a product that is focusing on information sharing, reader engagement and effective measurement. It’s making print clickable and the process is straightforward.

By simply uploading a PDF into the online Shortcut Manager, publishers can create instant interactive content – editing web links, adding SMS, social media, video and PDF downloads. Suddenly the flat page has a wealth of information behind it.

Creating a call to action

Readers can connect instantly with value added content, paid for or free. They can immediately order an item or download useful content for future use. And they can share a print article. Immediately all of the ‘behind scenes’ content becomes accessible.

Newspapers in Finland such as the national daily Helsinki Sanomat and a number of others use Shortcut as part of their editorial process – providing a wealth of clickable content.

Visit Shortcut Media at www.shortcutmedia.com for more information or contact Will Stone, partner UK and Ireland on 07939 136680 or by email to will.stone@shortcutmedia.com.

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