{EAV:9e81d18775c223da}

According to some highly educated and deeply experienced media professionals, traditional publishers are their own worst enemies Re the growing demise of print media. Perhaps TP’s have run away from print too early and not invested in new print technologies that are apparently begging to be expanded upon.

Even the “loss of physical books I can hold in my hand and smell” lamenting has not been enough to instill innovation in the present set of TP management to bring ‘print’ into the 21st century.

Tonight I’m introducing one of those highly educated/experienced personages mentioned above:

Andreas Weber , educated at Johannes Gutenberg-Universitat Mainz (Germany) — And Mainz, if you haven’t already guessed, is where the university’s famous namesake, who invented the first printing press, came from.

Key excerpts from Andreas to whet your appetite:

“However, the modern print-publisher is lacking vision and power for change. Though, over more then a generation ago specific solutions have been approached. Back then, in various places throughout the world, people developed the idea of revolutionising communication with media. IT, Web and print were seen as an integral part of a new communication culture.”

“Digital and analogue media don‘t contradict but build a new intermedia hybrid system.”

“The publishing industry is lacking contemporary ideas and motivation to innovate its core business with print, which is driven by digital communication technologies. Instead, they run behind on development and focus on third parties and their communication channels, which are used by publishers as ‘their new media’ to advertise in the old fashioned way.”

“Even though publishers are present in the digital world via apps and websites there is no innovative progress insight. If Google wouldn‘t bring the traffic and Apple wouldn‘t have given a platform via the iPad there would be no perspective on the subject of ‘digital content by

traditional publishers’.”

“Assuming printing is digital. Print and online are linked and form one unit. The targeted print media production is a just-in-time production. Print media products are created based on automated processes. Printed content will become more relevant, if it is customised to the customer’s request.”

“The publishing industry is lacking contemporary ideas and motivation to innovate its core business with print, which is driven by digital communication technologies.”

Now, this from Andreas Weber in Graphic Repro & Print:

News from Andreas Weber in the Gutenberg Galaxy

It started in Mainz and in Mainz it is supposed to continue. The ‘media.expo 2013’ promised new solutions and innovative tools for the publisher and media industry. The media.expo is one of many exhibitions with mainly the same content and promises for the print and media industry in Germany. The focus lies on speeches, discussions and networking of functional content.

In consideration of the current development of sales the publishing industry needs to wake-up. Even though publishers are present in the digital world via apps and websites there is no innovative progress insight. If Google wouldn‘t bring the traffic and Apple wouldn‘t

have given a platform via the iPad there would be no perspective on the subject of ‘digital content by

traditional publishers’.

Crucial: Publishers don‘t manage or develop their own intermedia communication systems. And they don‘t even use state-of-the-art communication channels in a bi-directional way to create interaction. Maybe they hate Wikipedia and the way Social Media is used by more than a billion of people? — Furthermore, they use a high proportion of their share of sales for the content creation and mostly ignore phenomenons like Twitter, Facebook or Blogs.

What is worse — publishers don‘t invest in their core business ‘print’ any more. An obvious disinterest of innovative print technologies results in a slow death of ‘print’.

But Innovation is the key. Through innovation of the print media products new markets can be entered. Back in the day Gutenberg was aware of this fact and changed the world with print. However, the modern print-publisher is lacking vision and power for change. Though, over more then a generation ago specific solutions have been approached. Back then, in various places throughout the world, people developed the idea of revolutionising communication with media. IT, Web and print were seen as an integral part of a new communication culture. The main drivers of this development were Xerox Corporation and Hewlett-Packard. They anticipated back in the 90s what is now possible: Digital and analogue media don‘t contradict but build a new intermedia hydrid system.

Read and learn more

This Publishing/Writing Blog is available on Kindle