Primex 2006: From E-Media to Virtual Proofing, Program Reflects a Conflicted Era
But surprisingly, the presentation was fresh and well received by the 200 or so attendees at the event, which is for the print-media manufacturing community. Primex was conducted by IdeAlliance and was held this week in St. Petersburg, Florida.
Magazines have a bright future, Feuling told the conference, because they are not a mere information-delivery channel. "We look at magazines as brands, and we try to marry brands to brands," he said. "We are trying to ensure content synergy."
However, media has changed forever, Feuling said, and from the agency perspective, magazines must change by reaching beyond the page and embracing "this new world of screens."
"We would challenge you in this world of portability to do things like Mobisode, video-on-demand, and podcasts," he said. "Every one of those screens has accountability built in. The old world of exposure doesn’t work anymore. You have to tell our clients that not only did people see their ad, but they engaged, and changed their behavior."
Feuling’s presentation was one of several of an eclectic program for Primex, which reflected the conflicted and fast-changing world of magazine manufacturing. There was a keynote on viral marketing, and a panel on where magazines fit in the multimedia environment.
There was much discussion about the high quality standards that marketers demand of print, but not of other media. There was a presentation on why so many of IdeAlliance’s manufacturing standards initiatives such as PapiNet fail to catch on widely, and there was a presentation on where the industry stands with electronic insertion orders. There was a presentation on the United States Postal Service’s new flat sequence system, which will have a dramatic impact on magazines;not least of which is the pending requirement that mailing labels be placed on the top of a magazine. Which is to say, right on the magazine’s name.
In a spirited breakout on virtual proofing, Time Inc.’s Guy Gleysteen discussed that company’s conversion to the new method. "We’re on track, and virtual proofing works," Gleysteen said. Beginning in March, all of Time Inc.’s monthlies will be converted as well. "They all have the high-end fashion and beauty, so if there are no problems there, there will be no problems anywhere," Gleysteen said.