Top 10 Reasons Print Should Remain a Vital Part of the Marketing Mix

In a recent blog on Foliomag.com the founder of Next Step Publishing, David Mammano, provides an interesting insight in sharing his top ten reasons why print should remain a vital part of the marketing mix.

He states:-

1. Print is a lead-generation tool. Used correctly, print drives leads to the prospective funnel. Good print vehicles have a mechanism to deliver targeted leads to their advertisers. So at the very least, print is a unique and effective lead-generation tool.

2. You can pass along print, and it has longevity. Magazines get shared in businesses, households and among friends.

3. Readers are receptive to print. Fact: People remember effective print ads. Magazine ads have the second highest receptivity of any media, second only to TV.

4. Print drives users to other platforms. The Retail Advertising and Marketing Association says 47.2 per cent of shoppers are most likely to start an online search after viewing a magazine ad. Our research shows more than 75 per cent of nextSTEPmag.com users type in the URL directly - which they likely found in the magazine.

5. Print sways trendsetters. Those who influence other consumers are themselves influenced by print. This influence ranking, from a third party driven Next Step poll, shows magazines in first place at 61 per cent with in-store and TV trailing at 58 and 55 per cent.

6. Print travels. A magazine is your companion wherever you go: your favourite chair, your bed, an airplane - even the bathroom.

7. Print readers are focused. In this world of multi-taskers (texting, emailing and listening to iPod while watching TV), it's hard for advertisers to get noticed. But according to a Ball State University survey, magazines are the exclusive or primary medium 85 per cent of the time they are used by consumers.

8. Print makes introductions. Print is a great part host; it introduces readers to a brand, and familiarises customers when it comes time for keyword purchases.

9. Print offers incredible branding. Nothing makes a brand more recognised than a glossy ad. A well designed ad engages readers, and according to a recent third party driven Next Step poll, 55 per cent of teens say they pay a lot of attention to print ads.

10. Print provides differentiation. How many of the millions of web sites have a print magazine to drive online traffic to it? The vast minority. Print provides a unique strategy to drive traffic to online marketing.

Mammano sees his company as more than one dealing in print. He sees his company as a brand having a website, an online community, an online newsletter, a social media presence and a magazine published five times per year.

Thinking about a fake sunbed tan? DON'T !!!

It’s mid winter and if you are thinking about going to a solarium for a tan – don’t!

This advice comes from the Cancer Society which believes the risks are too great, especially if you are under 35 or have fair skin! Solaria, or sunbeds, significantly increase your risk of melanoma, especially if you start using them in your teens or twenties.

Last week the German parliament passed a law banning anyone under the age of 18 from going to solariums because of the risks of developing skin cancer. In the same week the UK Committee on Medical Aspects of Radiation in the Environment advised governments to: ban sunbed use by those under 18, require all sunbed operators and staff to be licenced and issue strict regulations governing the standard of equipment. They also recommended that sunbeds should have to carry "cigarette-style" health warnings, given their potential to cause suffering, early death and potential disfigurement from skin cancer surgery.

Closer to home NSW recently joined the States of Victoria, South Australia, Western Australia and Queensland in banning people under 18 and those who burn easily from using commercial tanning facilities. Other controls include requirements to provide clients with accurate information about the health risks associated with sunbeds and greater supervision by operators.

Dr Judith Galtry, the Cancer Society’s Skin Cancer Advisor, says “these moves are part of an international trend towards prohibiting the use of sunbeds by young people and those who burn easily. We know these individuals are at greater risk. The World Health Organisation’s Agency for Research on Cancer determined a 75 percent increased risk of melanoma for people who first used a sunbed before the age of 35.

Australian evidence goes further suggesting that using a sunbed under the age of 35 increases the risk by 98 percent and that restricting sunbed use has a demonstrable impact in preventing avoidable skin cancers and in cost-savings to government.”

In New Zealand there is only a voluntary guideline standard for solaria operators which prohibits the use of sunbeds by individuals younger than 18 years and individuals with fair skin.

Dr Galtry says “it is of concern that the New Zealand government appears less concerned that its Australian and European counterparts, despite our far higher melanoma rates. Industry selfregulation is clearly not working in New Zealand, as shown by consumer surveys in 2005 and 2006. Therefore, the Cancer Society is strengthening its call for Government controls on the solaria industry in New Zealand through requiring premises to become licensed and prohibiting people under 18 years and those with fair skin from using them.”

Dermatologist Professor Marius Rademaker says “sunbed use adds to the burden of the skin cancer we see every day and directly contributes to premature ageing of the skin.”

About the Australian / New Zealand Solaria Standard AS/NZS 2635:2008
Solaria for cosmetic purposes provides a basis for setting up and operating artificial tanning equipment, particularly in commercial establishments with solaria facilities. The revised standard aims to provide operators and users of artificial tanning equipment with procedures for reducing the risk associated with indoor tanning. It sets out requirements for the operation of solaria including recommending:

• Solaria use is restricted to people over the age of 18
• People with skin that always burns and never tans be discouraged from using solaria
• All operations shall be supervised
• The person supervising a solaria shall have undertaken appropriate training in the operation
and use of equipment and assessment of skin photo types
• Solaria operators provide skin type assessment and consent forms to clients to complete
• Protective eyewear should always be worn
• No claims are made of non-cosmetic health benefits or that solaria use is safe
• Client records covering date, time of visit, skin type assessment and level of exposure shall
be kept for a minimum of two years.

True or false?

These two photos were apparently taken by one of the passengers in the aircraft, just after the collision and before the aircraft crashed. The photos were retrieved from the camera's memory stick. You will never get to see photos like this. In the second photo, there is a gaping hole in the fuselage through which you can see the tailplane and vertical fin of the aircraft. In the first photo, one of the passengers is being sucked out of the gaping hole.


The photos were apparently found in a digital Casio Z750, amidst the remains in Serra do Cachimbo. Although the camera was destroyed, the Memory Stick was recovered. Investigating the serial number of the camera, the owner was identified as Paulo G. Muller, an actor of a theatre for children known in the outskirts of Porto Alegre . It can be imagined that he was standing during the turbulence, he managed to take these photos, just seconds after the tail loss, the aircraft plunged. So the camera was found near the cockpit. The structural stress probably ripped the engines away, diminishing the falling speed, protecting the electronic equipment but not unfortunately the victims. Paulo Muller leaves behind two daughters, Bruna and Beatriz.

We're sorry ... (are we?)

This was a reply to an article, in the Mercury newspaper (last week), where the previously disadvantaged (Blacks) stated that it's not too late for the previously advantaged (including whites, Indians and Coloureds) to apologise for apartheid.


To the Previously Disadvantaged

We are sorry that our ancestors were intelligent, advanced and daring enough to explore the wild oceans to discover new countries and develop them.
We are sorry that those who came before us took you out of the bush and
taught you that there was more to life than beating drums, killing each
other and chasing animals with sticks and stones.

We are sorry that they planned, funded and developed roads, towns, mines, factories, airports and harbours, all of which you now claim to be your long deprived inheritance giving you every right to change and rename these at your discretion.

We are sorry that our parents taught us the value of small but strong families, to not breed like rabbits and end up as underfed, diseased, illiterate shack dwellers living in poverty.

We are sorry that when the evil apartheid government provided you with schools, you decided they'd look better without windows or in piles of ashes.

We happily gave up those bad days of getting spanked in our all white schools for doing something wrong and much prefer these days of freedom where problems can be resolved with knives and guns.

We are sorry that it is hard to shake off the bitterness of the past when you keep on raping, torturing and killing our friends and family members, and then hide behind the fence of 'human rights' with smiles on your faces.

We are sorry that we do not trust the government. We have no reason to be so suspicious because none of these poor hard working intellectuals have ever been involved in any form of corruption or 'irregularities'.

We are sorry that we do not trust the police force and, even though they have openly admitted that they have lost the war against crime and criminals we should not be negative and just ignore their corruption and carry on hoping for the best.

We are sorry that it is more important to you to have players of colour in our national teams than winning games and promoting patriotism. We know that sponsorship doesn't depend on a team's success.

We are sorry that our border posts have been flung open and now left you competing for jobs against illegal immigrants from our beautiful neighbouring countries. All of them countries that have grown into economic powerhouses after kicking out the 'settlers'.

We are sorry that we don't believe in witchcraft, beetroot and garlic cures, urinating on street corners, virginity testing, slaughtering of bulls in our back yards, trading women for cattle and other barbaric practices.

Maybe we just grew up differently.

We are sorry that your medical care, water supplies, roads, railways and
electricity supplies are going down the toilet because skilled people who could have planned for and resolved these issues had to be thrown away because they were of the wrong ethnic background and now have to work in foreign countries where their skills are more needed.

We are so sorry that we'd like this country to fulfil its potential so we can once again be proud South Africans.

'The Previously Advantaged'

Sick of lies and BS ....!

As a publisher, I pride myself on integrity ...

Integrity in which I publish, integrity in articles I personally write, integrity in my dealings with advertisers.

Today I had something relayed to me which horrified me. I was quoted distribution and readership figures of a magazine I know very well by a potential advertiser.

To say that the figures had been inflated beyond believe is an understatement!

I know for a fact that the magazine in question prints less than 6,000 copies every quarter. Yet, this publisher is out there telling potential advertisers that they have a readership of nearly half a million per issue ... read my lips .... read these words .. half a bloody million!!!

Rupert Murdoch ... eat your heart out!

What a crock of bull. To say that each magazine is read something like 83.33 times is akin to fantasy.

Yet, this particular publisher's advertising reps are sprouting this crap and it's being swallowed.

Then publishers like myself, who report honest to God figures, suffer ... I mean honestly, who'd want to advertise in my publications that have an average readership of only 12-15 per copy when they can get 83.33 with my competition???

So, now the big question is ... what to do about it?
This publisher is a member of the MPA ... do I complain to them?
Do I tell the advertisers in question what I know and how they're being conned?
Do I confront the publisher in question, who happens to be a personal friend?

mmmmm ... time to do some serious pondering, methinks, but something has to change!

Fighting crime in South Africa

A shop owner in Brakpan , South Africa , was tired of people breaking into his yard/shop, so he came up with the idea of shaving his dog like a lion.

Now he has no problem with thugs!

Crisis hits Australia - LOL

Kevin Rudd, Prime Minister of Australia, is awoken at 4am by the telephone.

'Kevin, it's the Health Minister here.Sorry to bother you at this hour but there is an emergency! I've just received word that the Durex factory in Sydney has burned to the ground. It is estimated that the entire Australian supply of condoms will be gone by the end of the week'!

PM: 'S....! - the economy will never be able to cope with all those unwanted babies - we'll be ruined!'

Health Minister: 'We're going to have to ship some in from Britain ?'

PM: 'No chance! The Poms will have a field day on this one!!'

Health Minister: 'What about New Zealand ?'

PM: 'Ok, you call John Key - tell him we need ten million condoms, ten inches long and three inches thick! That way they'll continue to respect the Wallabies!'

Three days later a delighted Kevin rushes out to open the boxes.

He finds ten million condoms;10 inches long; 3 inches thick, all coloured black and white, with a silver fern printed on each one and embossed with


MADE IN NEW ZEALAND
SIZE: Small

International Rules of Manliness

01: Under no circumstances may two men share an umbrella, unless at the footy, and your pies are getting wet, then for the eating period only it is permissible.

02: It is OK for a man to cry under the following circumstances:
1.. When a heroic dog dies to save its master.
2.. The moment Angelina Jolie starts unbuttoning her blouse.
3.. After wrecking your boss' car.
4.. One hour, 12 minutes, 37 seconds into "The Crying Game".
5.. When she is using her teeth.

03: Any Man who brings a camera to a stag night may be legally killed and eaten by his mates.

04: Unless he murdered someone in your family, you must bail a friend out of jail within 12 hours.

05: If you've known a bloke for more than 24 hours, his sister is off limits forever, unless you actually marry her.

06: Moaning about the brand of free beer in a mate's fridge is forbidden. However, complain at will if the temperature is unsuitable.

07: No man shall ever be required to buy a birthday present for another man. In fact, even remembering your mate's birthday is strictly optional.

08: On a road trip, the strongest bladder determines pit stops, not the weakest.

09: When stumbling upon other blokes watching a sporting event, you may ask the score of the game in progress, but you may never ask who's playing.

10: You may flatulate in front of a woman only after you have brought her to climax. If you trap her head under the covers for the purpose of flatulent entertainment, she's officially your girlfriend.

11: It is permissible to quaff a fruity alcopop drink only when you're sunning on a tropical beach... and it's delivered by a topless supermodel...and it's free.

12: Only in situations of moral and/or physical peril are you allowed to kick another bloke in the nuts.

13: Unless you're in prison, never fight naked.

14: Friends don't let friends wear Speedos. Ever. Issue closed.

15: If a man's fly is down, that's his problem, you didn't see anything.

16: Women who claim they "love to watch sports" must be treated as spies until they demonstrate knowledge of the game (can explain offside or LBW) and the ability to drink as much as the other sports watchers.

17: A man in the company of a hot, suggestively dressed woman must remain sober enough to fight.

18: Never hesitate to reach for the last beer or the last slice of pizza, but not both, that's just greedy.

19: If you compliment a bloke on his six-pack, you'd better be talking about his choice of beer.

20: Never join your girlfriend or wife in discussing a mate of yours except if she's withholding sex pending your response.

21: Phrases that may NOT be uttered to another man while lifting weights:

1.. Yeah, Baby, Push it!
2.. C'mon, give me one more! Harder!
3.. Another set and we can hit the showers!

22: Never talk to a man in a bathroom unless you are on equal footing: i.e. both urinating, both waiting in line, etc. For all other situations, an almost imperceptible nod is all the conversation you need.

23: Never allow a telephone conversation with a woman to go on longer than you are able to have sex with her. Keep a stopwatch by the phone. Hang up if necessary.

24: The morning after you and a girl who was formerly "just a friend" have had drunken sex, the fact that you're feeling weird and guilty is no reason for you not to nail each other again before the discussion about what a big mistake it was occurs.

25: It is acceptable for you to drive her car. It is not acceptable for her to drive yours.

26: Thou shalt not buy a car in the colours of brown, pink, lime, green, orange or sky blue.

27: The girl who replies to the question "What do you want for Christmas?"with "If you loved me, you'd know what I want!" gets an Xbox. End of story.

28: There is no reason for guys to watch Ice Skating or Men's Gymnastics, Ever.

Pants vs Panties

Mike was going to be married to Karen so his Father sat him down for a little chat.

He said, 'Mike, let me tell you something. On my wedding night in our honeymoon suite, I took off my pants, handed them to your Mother, and said, 'Here, try these on.''

She did and said, 'These are too big. I can't wear them.'

I replied, 'Exactly.. I wear the pants in this family and I always will.'

Ever since that night, we have never had any problems.

'Hmmm,' said Mike. He thought that might be a good thing to try.

On his honeymoon, Mike took off his pants and said to Karen, 'Here, try these on..'

She tried them on and said, 'These are too large. They don't fit me.'

Mike said, 'Exactly. I wear the pants in this family and I always will. I don't want you to ever forget that.'

Then Karen took off her panties and handed them to Mike. She said, 'Here, you try on mine.'

Mike did and said, 'I can't get into your panties.'

Karen said, 'Exactly. And if you don't change your smart-ass attitude, you never will.'

You know you've got swine flu when ....

This was NOT in my travel brochure .... !!!

Swine flu :: are the media over-reacting??

What is generation Y?

For those of you who weren't aware of the fact that our current generation of school-going children are "Generation Y".....


- The Silent generation, people born before 1946.

- The Baby Boomers, people born between 1946 and 1959.

- Generation X, people born between 1960 and 1979.

- Generation Y, people born between 1980 and 2009

Why do we call the last one generation Y? I did not know, but a cartoonist explains it eloquently ...Learned something new today!

Pete the Kiwi builder.....

Pete the Kiwi builder was going through a house he had just built for the woman who owned it. She was telling him what colour to paint each room.
They went into the first room and she said, 'I want this room to be painted a light blue.'
The builder went to the front door and yelled 'GREEN SIDE UP!'
When he went back into the house, she told him that the next room was to be bright red.
The builder went to the front door and yelled 'GREEN SIDE UP!'
When he went back into the house, she told him that the next room was to be tan.
The builder went to the front door and yelled 'GREEN SIDE UP!'
When he came back, the lady was pretty curious, so she asked him 'I keep telling you colours, but you go out the front and yell green side up; what is that for?'
The builder said, 'Oh don't worry about that, I've just got a couple of Aussie's laying the turf out front.'

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Definition of ad agency?

An advertising agency is 85 percent confusion and 15 percent commission.
-Fred Allen

Note: 20% commission in New Zealand, so only 80% confusion - lol

GOD SAID DON'T

GOD CREATED CHILDREN (AND IN THE PROCESS GRANDCHILDREN) AND GREAT GRAND CHILDREN

To those of us who have children in our lives, whether they are our own, grandchildren, nieces,nephews,or students... here is something to make you chuckle.

After creating heaven and earth, God created Adam and Eve. And the first thing he said was' DON'T!'

'Don't what?' Adam replied.

'Don't eat the forbidden fruit,' God said.

'Forbidden fruit? We have forbidden fruit? Hey Eve..we have forbidden fruit!'

' No Way!'

'Yes way!'

'Do NOT eat the fruit!' said God.

'Why?'

'Because I am your Father and I said so!' God replied, wondering why He hadn't stopped creation after making the elephants.

A few minutes later, God saw His children having an apple break and He was ticked!
'Didn't I tell you not to eat the fruit?' God asked.

'Uh huh,' Adam replied.

'Then why did you?' said the Father.

'I don't know,' said Eve.

'She started it!' Adam said.

'Did not!'

'Did too!'

'DID NOT!'

Having had it with the two of them, God's punishment was that Adam and Eve
should have children of their own. Thus the pattern was set and it has never changed.
If you have persistently and lovingly tried to give children wisdom and they haven't taken it, don't be hard on yourself.

If God had trouble raising children, what makes you think it would be a piece of cake for you?

THINGS TO THINK ABOUT!

1. You spend the first two years of their life teaching them to walk and talk. Then you spend the next sixteen telling them to sit down and shut up.

2. Grandchildren are God's reward for not killing your own children.

3. Mothers of teens now know why some animals eat their young.

4. Children seldom misquote you. In fact,they usually repeat word for word what you shouldn't have said

5. The main purpose of holding children's parties is to remind yourself that there are children more awful than your own

6. We childproofed our homes, but they are still getting in.

ADVICE FOR THE DAY:

Be nice to your kids. They will choose your nursing home one day

AND FINALLY:

IF YOU HAVE A LOT OF TENSION AND YOU GET A HEADACHE, DO WHAT IT SAYS ON THE ASPIRIN BOTTLE: 'TAKE TWO ASPIRIN' AND 'KEEP AWAY FROM CHILDREN'!!!!!

Travelling overseas? Consider these alerts

The British are feeling the pinch in relation to recent terrorist threats in Islamabad and have raised their security level from "Miffed" to "Peeved."

Soon, though, security levels may be raised yet again to "Irritated" or even "A Bit Cross." Brits have not been "A Bit Cross" since the blitz in 1940 when tea supplies all but ran out. Terrorists have been re-categorised from "Tiresome" to a "Bloody Nuisance." The last time the British issued a "Bloody Nuisance" warning level was during the great fire of 1666.

The French government announced yesterday that it has raised its terror alert level from "Run" to "Hide". The only two higher levels in France are "Collaborate" and "Surrender." The rise was precipitated by a recent fire that destroyed France's white flag factory, effectively paralyzing the country's military capability.

It's not only the French who are on a heightened level of alert. Italy has increased the alert level from "Shout loudly and excitedly" to "Elaborate Military Posturing." Two more levels remain: "Ineffective Combat Operations" and "Change Sides."

The Germans also increased their alert state from "Disdainful Arrogance" to "Dress in Uniform and Sing Marching Songs." They also have two higher levels: "Invade a Neighbour" and "Lose".

Belgians, on the other hand, are all on holiday as usual, and the only threat they are worried about is NATO pulling out of Brussels.

The Spanish are all excited to see their new submarines ready to deploy. These beautifully designed subs have glass bottoms so the new Spanish navy can get a really good look at the old Spanish navy.

Americans meanwhile are carrying out pre-emptive strikes, on all of their allies, just in case.

And at a local level...

New Zealand has also raised its security levels - from "baaa" to "BAAAA!". Due to continuing defence cutbacks (the airforce being a squadron of spotty teenagers flying paper aeroplanes and the navy some toy boats in the Prime Minister's bath), New Zealand only has one more level of escalation, which is "Shut, I hope Austrulia will come end riscue us". In the event of invasion, New Zealanders will be asked to gather together in a strategic defensive position called "Bondi".

Australia, meanwhile, has raised its security level from "No worries" to "She'll be right, mate". Three more escalation levels remain, "Crikey!', "I think we'll need to cancel the barbie this weekend" and "The barbie is cancelled". There has not been a situation yet that has warranted the use of the final escalation level.

Little Child's Prayer!

"Dear God, this year please send clothes for all those poor ladies in Daddy's computer,
Amen."

Celebrity Swine Flu Fatality

And we all know who gave it to him...

LOL - sorry, but it got your attention!!