World Association of Newspapers and News Publishers


The era of consumer participation

World News Publishing Focus

World News Publishing Focus
Your Guide to the Changing Media Landscape

The era of consumer participation

“I think we would all agree that things are changing rapidly,” said Lulut Asmoro, President of JWT in Indonesia, who presented an ad man’s view of what digital changes mean for print advertising.

“Fundamentally, we think the change is the active participation in content,” he said. “So we believe we need to change the way we reach people. There is a need for engagement. The challenge is to create an engaging dialogue.”

Mr Asmoro presented several examples of print advertising campaigns that incorporated a multimedia component – placing a smart phone in a designated part of the ad, which completes it with a film that works with the still image.

He said newspapers should embrace such innovative solutions. “Imagine if a publication came to an agency and said, ‘you just focus on an idea, we’ll make it work, we’ll provide the technology for you.’ Imagine that a publication sells two kinds of space – ‘regular’ space and interactive space. Perhaps this is something some of you can do.”

Author

Larry Kilman's picture

Larry Kilman

Date

2012-04-12 12:28

Author information


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