OPINION: The biggest mistake the media industry tends to make is to separate print and digital operations as though they were mortal enemies. Or worse, paying lip service to the online environment just to be seen to be actually doing something about the internet of things that so rudely disrupted the cosy comfort of the print industry of yore.
The result of any form of tokenism is that quality heads downward like a homeless mole and without quality content any form of media will die.
A great example of print and digital working like two well-oiled cogs on honeymoon is CAR Magazine.
I am told that their July issue produced the best sales figures in four years. Not yet anywhere near the pre-internet heyday of the magazine, but certainly heading in the right direction with gusto.
At the same time, CAR had a 17% increase in traffic to its website and is heading inexorably toward the half a million unique user mark.
The thing is, though, the success of this iconic South African motoring journal is not just about well-oiled cogs spinning smoothly and efficiently. It is about quality.
But, I use the term ‘website’ loosely because CAR magazine’s online presence is multi-faceted and wide-ranging, offering consumers all manner of multi-sensory online experiences.
The thing is, though, the success of this iconic South African motoring journal is not just about well-oiled cogs spinning smoothly and efficiently. It is about quality.
In the last couple of years, the magazine has certainly taken a leap forward in the quality of its content directly relevant to consumer demand. It seems to have a good feel for exactly what consumers want in print and online.
Layouts have become more user-friendly and relevant with the result being that it is no surprise to me to see CAR doing so well under what can only be described as very trying circumstances for the entire motor industry in South Africa. Motor assemblers, importers, component suppliers and yes, even the motoring media, are taking strain.
There are, of course, other good examples of print and online combining well in South Africa. The Sunday Times and its daily sister, The Times, with their fledgling online presence is also proving to be a lot more effective. Business Day is also a great example of specialist media effectively leveraging the benefits of a well-oiled print and online combination. Naspers, of course, has always led the charge.
Case histories of media succeeding in very difficult times are growing in number in South Africa. Which makes me wonder why so many of our mass media and specialist media owners haven’t actually seen the light that is shining blindingly in their eyes.
Follow Chris Moerdyk on Twitter @chrismoerdyk
