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Publishing in the knowledge economy The industry today CHAPTER 12 Typology of publishing products according to brand and format characteristics Following on from the discussion on brand extension in the sections on consumer magazines and business to business media, and looking forward to the discussion on the challenge of digital media in Chapter 17, we have drawn up a typology of printed media products. This attempts to place different media products according to their brand strength and the degree to which they are format-neutral. 12.1 Brand Brand becomes ever more important in a fragmented digital environment as a marker for users to find content they can trust and want to use (and may pay for). It is also important to protect brands in environments where content is passed though new intermediaries and aggregators and to guard against commoditisation of content. 12.2 Importance of format Format-neutrality is an indicator of how far and fast different products will tend to move into multiple channels and platforms. For some printed products, the format they appear in is intrinsic to their appeal, e.g. portability, disposability, the ability to cut pictures out, or share the product with others easily. With others, the content itself is the primary selling point and its separation from the traditional format may enhance its functionality. Some products will be equally useful in different formats, depending on their mode of use, e.g. used in one form while the reader is on the move, and another when they are at their desks or at home. The products are categorised by end-user: consumer, business, and institutional (education/research). 12.3 Consumer media Medium Book Magazine Broadsheets Mass market Regional and local newspapers Directories (e.g. Yellow Pages) Exhibitions and events Format characteristics Format intrinsic to appeal – at least until usability issues are resolved with screens and through generational change. Possible exceptions: reference works, travel guides and the like Format intrinsic to appeal, especially for glossies and teen/women’s weeklies. TV listings as well, although they face migration to/competition from EPGs. Some buyer’s guide-type consumer magazines are more format-neutral (PCs, cars, etc) Format somewhat neutral, but paper still the fundamental format Format intrinsic to appeal Format intrinsic to appeal; but classifieds gain enormously in functionality from online Format fluid. Paper products likely to persist for a long time as they constitute a barrier to entry and many users prefer paper. Electronic confers greater functionality/updating Format intrinsic to appeal; being present is the whole point, although online can be complementary in publicising/ preparing events Brand characteristics Mainly resides with author; longevity varies. Where brand resides with imprint or publisher, it is long lived Strong brands but may be relatively short-lived; some ephemeral (resembles FMCG); brand extension limited Strong, long-lived brands. Some opportunity to create linked, differentiating brands through interactive media Strong long lived brands; brand extension limited Most strong and long lived but advertisement-only papers can be weak and ephemeral. Opportunity to create linked but differentiating brands (e.g. thisis) Often very strong. Yellow Pages a generic brand as well as an actual one Some strong and long lived; others weak and ephemeral 70
The industry today Publishing in the knowledge economy 12.4 Business media Medium Newspapers Magazines Newsletters Directories Exhibitions, conferences, events Databases, online information services Format characteristics Fluid: content is the USP. Functionality can be different but equal in paper and other formats Fluid: content is the USP. Non-paper formats can add functionality especially where magazine is used for intensive information gathering/archive, etc. Nonpaper formats allow for updating Fluid: content is the USP. Non-paper formats can add functionality especially for intensive information gathering/archive, etc. Non-paper formats allow for updating Fluid: content is the USP. Non-paper formats have more functionality and are easily updated. Although some users will prefer paper, this will change over time. Paper likely to disappear Format intrinsic to appeal; many are products of brand extension. Online events lack networking opportunities, although online can be complementary in publicising/ preparing events Format intrinsic to appeal – important to innovate in technology and functionality constantly Brand characteristics Strong, long-lived Many are strong and long-lived but niches can be quickly overpopulated and the weak go to the wall Tend to be short lived Some long lived and strong; others weak and ephemeral Fairly weak in many cases, although some exhibitions and events have extremely strong brands and are very long-lived Varies – e.g. Lexis, Reuters strong Training Books (management, professional) Multi-format – USP is cost-effectiveness Format intrinsic to appeal; added value services possible Highly variable Brand resides mainly with imprint, occasionally with author 12.5 Education and research market Medium Monograph Textbook Journal Format characteristics Content is main USP, though paper format may persist due to mode of use/portability. Usability issues have to be resolved (e-book readers, etc) Content is main USP: electronic formats can add functionality and updatability, but usability issues have to be resolved (e-book readers, etc) Content is USP. Electronic formats can add to functionality Brand characteristics Brand resides with author and imprint Brand resides with imprint and sometimes author Brand resides with journal; publisher has brand if title belongs to them but may belong to society or rarely, editorial board. Some danger of brand loss in aggregation services – author could become the brand 71
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