There are five (5) common attributes that print and media convergence share, I consider these five to be the basic elements of coexisting in the world of print/media convergence. I believe that most printers will find the five attributes familiar if not downright recognizable and will agree that print and the world of media convergence have a common future.

1. Communication
2. Cloud Computing
3. Content
4. Customer
5. Commerce

Communication
Print is largely a communications based business. What printer’s produce or manufacturer communicates multiple messages across multiple media to a near endless list of targeted markets and verticals. The key to Media Convergence is the ability to communicate multiple messages across multiple media, targeting multiple contacts.

Cloud Computing
Once called computing, the term cloud now defines the media of exchange via a computer network of information. Print needs the cloud to “communicate” with its customer base and Media Convergence uses the Cloud, as it’s main avenue of exchange, yes to communicate with its customer base as well.

Content
A recent study indicates that personalization of direct mail is on the rise, with an increase from 28% in 2009 to 34% in 2010, a 21% increase, in one year! Clearly the link between personalized print based marketing and personalized print based content is on the very near horizon. Look to media convergence and you will see that content, specific to the customers need is critical to the future of this new media.

Customer
Both print and media commerce have as their panel of judges the customer. I would say that at this stage print has moved from a score of 1 out of 5 to a score of 3.5 out of 5. Print simply works, and works well with other media. Media convergence is another media, yes all other media is media convergence and media convergence is all other media, point made.

Commerce
I am a strong proponent of “prnt commerce”, the SMS friendly name I offer as an option to the simple term print. Print makes people, corporations, agencies, marketers, and printer’s money; why deny that proven fact. Print can be looked upon as a proven moneymaker when compared to most new media. Media Convergence offers the same outcome. Commerce will occur over multiple media with a simple formula, create once, distribute everywhere, develop a strong data model and track, track and track the results.

Agree?

Disagree?

I would like to hear your thoughts, thad.kubis@tifmc.org