Print Publications Supplement | Business Action in partnership with Zarywacz
This Business Action magazine supplement, produced in partnership with Zarywacz, discusses the business benefits of producing printed publications.
This Business Action magazine supplement, produced in partnership with Zarywacz, discusses the business benefits of producing printed publications.
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AUTHENTICITY<br />
HEADER<br />
The real th<strong>in</strong>g<br />
The strik<strong>in</strong>g cover photo,the<br />
gentlesurfacesheen,therustle<br />
ofpagesturn<strong>in</strong>g,theweightof<br />
thestapledsheets,eventhe<br />
smellofnewpr<strong>in</strong>t:allstimulate<br />
oursenseswhenwehandlea<br />
pr<strong>in</strong>tedmagaz<strong>in</strong>e.<br />
Unlikeasocialmediapost<br />
whichscrollspastonour<br />
timel<strong>in</strong>e,gone<strong>in</strong>seconds,the<br />
sensationsprovokedbypr<strong>in</strong>t<br />
arelast<strong>in</strong>g.<br />
<strong>Pr<strong>in</strong>t</strong>istherealth<strong>in</strong>g.<br />
Short attention spans<br />
Andthat’s<strong>in</strong>valuablewhenwe<br />
wantouraudiencetoreta<strong>in</strong>our<br />
messageformorethanafew<br />
secondsandforitnottoflyout<br />
oftheirm<strong>in</strong>dswhenthenext<br />
postgrabstheirattention.<br />
Thisisakeypo<strong>in</strong>tto<br />
rememberifyouspendhours<br />
creat<strong>in</strong>gstunn<strong>in</strong>gphotography,<br />
composecomplexvideoshoots<br />
andspendaheftybudgetonly<br />
toseeyouronl<strong>in</strong>ereelsattract<br />
thousandsofviews,then<br />
disappear<strong>with</strong>outgenerat<strong>in</strong>g<br />
anyactualenquiries.<br />
It’snotthatsocialmedia<br />
doesnotwork,butthatthe<br />
shortattentionspanwhichit<br />
encouragesdoesnothelpthe<br />
retentionofmessages.<br />
Andthat’swhypr<strong>in</strong>t,which<br />
doesaidretentionandcanbe<br />
keptasapermanentrem<strong>in</strong>der,<br />
The team<br />
beh<strong>in</strong>d the<br />
magaz<strong>in</strong>e<br />
The expertise we applyto<br />
produce<strong>Bus<strong>in</strong>ess</strong><strong>Action</strong>has<br />
beenacquiredover30years,<br />
work<strong>in</strong>g<strong>with</strong>corporateclients<br />
acrosstheUK.<br />
We’rebrothers–Robert<br />
andSimon<strong>Zarywacz</strong>–and<br />
orig<strong>in</strong>allyestablishedour<br />
<strong>partnership</strong><strong>in</strong>Berkshire.<br />
Ourclientwork<strong>in</strong>cludes<br />
writ<strong>in</strong>g,edit<strong>in</strong>g,proofread<strong>in</strong>g<br />
andproduc<strong>in</strong>gpublications<br />
along<strong>with</strong>webdevelopment<br />
andmanagement.<br />
isaneffectivecomplementto<br />
onl<strong>in</strong>epromotion.<br />
Reta<strong>in</strong><strong>in</strong>g your message<br />
Abigadvantageofferedby<br />
pr<strong>in</strong>tisthatareader’ssolefocus<br />
isonthemagaz<strong>in</strong>eorleaflet<br />
theyareread<strong>in</strong>g–nopop-ups,<br />
nonotifications,notimel<strong>in</strong>e<br />
refreshes<strong>in</strong>terruptthem.<br />
Accord<strong>in</strong>gtostatistics<br />
publishedbytheBritish<strong>Pr<strong>in</strong>t</strong><strong>in</strong>g<br />
IndustriesFederation,some60%<br />
ofthetimewespendread<strong>in</strong>ga<br />
magaz<strong>in</strong>eornewspaperisspent<br />
solelyfocusedonthatmedium.<br />
Figuresalsosuggestthat<br />
newspaperadvertsareviewed<br />
for2.5timeslongerthanthe<br />
averagedigitaladvertandthe<br />
long-termmemoryencod<strong>in</strong>gof<br />
pr<strong>in</strong>tedmailis49%stronger<br />
thanemail,and35%stronger<br />
thansocialmediaadvertis<strong>in</strong>g.<br />
Natural curiosity<br />
Weknowfromfiveyears’<br />
experienceofdistribut<strong>in</strong>g<br />
<strong>Bus<strong>in</strong>ess</strong><strong>Action</strong>magaz<strong>in</strong>ethat<br />
recipientswhohavenotasked<br />
toreceivethemagaz<strong>in</strong>ereadit<br />
voluntarily.Wealsoreceive<br />
warmthankswhenleav<strong>in</strong>gthe<br />
magaz<strong>in</strong>e<strong>with</strong>mostbus<strong>in</strong>esses.<br />
Thatisbecausethereisno<br />
hardsellandthemagaz<strong>in</strong>e<br />
<strong>in</strong>vitesreaderstoopenitup<br />
andviewthecontents.<br />
Robertspecialised<strong>in</strong><br />
writ<strong>in</strong>gontechnologynews<br />
forThe<strong>Bus<strong>in</strong>ess</strong>Magaz<strong>in</strong>e,<br />
distributedto25,000<br />
bus<strong>in</strong>esses<strong>in</strong>theThames<br />
Valley,aswellaswork<strong>in</strong>gon<br />
theproductionside.<br />
Simondevelopedthe<strong>in</strong>itial<br />
websiteforWanderlust<br />
magaz<strong>in</strong>e,develop<strong>in</strong>gasecure<br />
onl<strong>in</strong>esubscriptionservice<br />
beforepaymentandstore<br />
systemswereavailable,bothof<br />
whichwereverysuccessful.<br />
Devon and Wiltshire<br />
RobertmovedtoIlfracombe<br />
<strong>in</strong>2004,whileSimonmoved<br />
toWilton<strong>in</strong>2016.We<br />
cont<strong>in</strong>uetoworkremotelyas<br />
avirtual<strong>partnership</strong>,<br />
provid<strong>in</strong>gservicestoour<br />
Build trust <strong>with</strong> pr<strong>in</strong>t<br />
Whilethewebsiteprivacypolicytemplate<br />
suppliedbytheInformationCommissioner’s<br />
Officerecommendsabus<strong>in</strong>esspublishesits<br />
trad<strong>in</strong>gname,address,phonenumberand<br />
emailaddress,veryfewbus<strong>in</strong>essesdoso.<br />
Inthisageofphish<strong>in</strong>g,fraudandscams,<br />
howcanyoutrustanybus<strong>in</strong>essthatdoes<br />
notth<strong>in</strong>kitimportantenoughorisnot<br />
confidentenoughtotellyou<br />
whotheyareandwherethey<br />
arebased?Isthisnot<br />
essentialwhenconsumers<br />
areworriedaboutbe<strong>in</strong>g<br />
scammed?<br />
<strong>Pr<strong>in</strong>t</strong>ispermanent.<br />
<strong>Pr<strong>in</strong>t</strong>doesnot<br />
disappearand<br />
cannotbealteredor<br />
amendedonce<strong>in</strong>a<br />
reader’shands,unlike<br />
most<strong>in</strong>formation<br />
publishedonl<strong>in</strong>e.<br />
Invaluable tool<br />
<strong>Pr<strong>in</strong>t</strong>maynotoffer<br />
the<strong>in</strong>teractivityand<br />
<strong>in</strong>stantaneouspublish<strong>in</strong>g<br />
possibleonl<strong>in</strong>e,butitdoesoffer<br />
<strong>in</strong>valuablecomplementary<br />
advantages.<br />
Whenused<strong>in</strong>comb<strong>in</strong>ation<br />
<strong>with</strong>websites,onl<strong>in</strong>estores<br />
andbook<strong>in</strong>gsystemsandsocial<br />
media,pr<strong>in</strong>t<strong>in</strong>gcanstrengthen<br />
yourcommunicationsandhelp<br />
youachievethebus<strong>in</strong>essresults<br />
yourequire.<br />
clients<strong>in</strong>Londonandacross<br />
theUK.<br />
Robertalsoappliedhis<br />
journalistskillstofreelanceas<br />
bus<strong>in</strong>esseditoroftheweekly<br />
NorthDevonJournalfrom<br />
2009to2017,<strong>in</strong>clud<strong>in</strong>g<br />
driv<strong>in</strong>gapprenticeship<br />
campaignsto<strong>in</strong>creaseuptake.<br />
Professional standards<br />
Allalong,wehavema<strong>in</strong>ta<strong>in</strong>ed<br />
our<strong>in</strong>volvement<strong>in</strong>bothpr<strong>in</strong>t<br />
andonl<strong>in</strong>ecommunications,<br />
recognis<strong>in</strong>gthestrengthsand<br />
limitationsofeach.<br />
In2019,Robertlaunched<br />
<strong>Bus<strong>in</strong>ess</strong><strong>Action</strong>asNorth<br />
Devon’s<strong>in</strong>dependentbus<strong>in</strong>ess<br />
magaz<strong>in</strong>e,aspartofanew<br />
bus<strong>in</strong>ess,<strong>in</strong>itiallywork<strong>in</strong>g<br />
<strong>with</strong>AlanWilliams.<br />
The<br />
success<br />
ofthe<br />
magaz<strong>in</strong>e<br />
ledtothe<br />
launchofthe<br />
NorthDevon<br />
<strong>Bus<strong>in</strong>ess</strong>Awards,<br />
abouttoentertheirfifthyear,<br />
andhelpedestablishBBxpo,<br />
theannualbus<strong>in</strong>ess-tobus<strong>in</strong>essexhibitionand<br />
network<strong>in</strong>gevent<strong>in</strong>Bideford.<br />
RobertandSimoncont<strong>in</strong>ue<br />
towork<strong>with</strong>longstand<strong>in</strong>gand<br />
newclients.<br />
<strong>Pr<strong>in</strong>t</strong> communication supplement | <strong>in</strong> <strong>partnership</strong> <strong>with</strong> Z A R Y W A C Z<br />
iii<br />
bus<strong>in</strong>ess-action.uk | <strong>Pr<strong>in</strong>t</strong> communication supplement | bus<strong>in</strong>ess action
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