Gutenberg wiecznie żywy
Dokładnie dwa lata temu na tych łamach Ireneusz Dąbrowski zapytał w swoim felietonie o stan prasy branżowej („CRN 3.0”, nr 7/2016). Uczynił to, bo z jednej strony od dawna mówi się o upadku mediów drukowanych, a z drugiej wyraźnie widać, że na przykład CRN trzyma się naprawdę nieźle. A zatem jak to w końcu jest? Czy to nasz miesięcznik wybija się ponad średnią, czy może – parafrazując Twaina – pogłoski o śmierci branżowych periodyków są przesadzone?

W udzieleniu odpowiedzi na tak postawione pytanie pomagają dane zawarte w informacji prasowej od firmy OKI. Materiał ten wpadł do mojego Outlooka kilka tygodni temu. Dotyczył reklam drukowanych, a konkretnie tego, czy są nadal atrakcyjne w oczach swoich adresatów, w tym przedsiębiorców. I już od pierwszego akapitu zrobiło się interesująco. Cytuję: „marketingowcy muszą zdać sobie sprawę z tego, że materiały drukowane czeka świetlana przyszłość”. Biorąc pod uwagę, że żyjemy w dobie cyfryzacji wszystkiego, łącznie z elektroniczną spowiedzią i portalem dla bezdomnych, news zaczyna się jak u Hitchcocka, po czym napięcie zaczyna rosnąć. Żeby nie być gołosłownym, cytuję dalej: „neuronauka udowadnia, że reklamy w formie drukowanej robią lepsze wrażenie niż reklamy cyfrowe – liczne badania wskazują, że drukowane treści przetwarzane są na poziomie chemii mózgu z większym zaangażowaniem i przy użyciu wyższej koncentracji. Badania te wykazują również głębsze emocjonalne reakcje na treści drukowane w porównaniu do treści cyfrowych widocznych na ekranie”.
W dalszej części omawianej informacji prasowej PR-owcy OKI powołują się na analizy Cision, z których wynika, że 64 proc. kupujących w sektorze B2B wskazuje media drukowane jako jedno ze źródeł informacji, któremu ufają najbardziej. Z kolei dane Roper Public Affairs dowodzą, że klienci uznają drukowane materiały marketingowe za mniej irytujące niż reklamy online.
OKI wypuszcza do mediów tak „niepoprawną politycznie” informację prasową, bo dysponuje sprzętem, na którym można drukować różne materiały reklamowe, foldery, koperty, ulotki etc. Czy to znaczy, że ich news naciąga fakty pod z góry określoną tezę? W mojej opinii nie. To, że druk wciąż ma swoją wartość i jest ona niemała, wynika z różnorakich badań, także prowadzonych na polskim rynku. Świetnym przykładem są badania ITBC i KB Pretendent sprzed kilku lat, które dowodzą, że polscy specjaliści IT uznają prasę drukowaną za najbardziej wiarygodne źródło informacji. Na razie więc pan Gutenberg nie ma powodu, żeby się w grobie przewracać. Druk zmienił świat i nadal to robi.
Podobne wywiady i felietony
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Bez żółtych pasków
Wojna cybernetyczna stała się faktem, a Polska znajduje się na pierwszej linii frontu. Na szczęście, póki co, dość skutecznie odpiera wrogie ataki.
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Absurdalizm centralistyczny
Łatwo jest być kopistą, a trudno odkrywcą. Do tego drugiego brakuje u nas i kultury, i systemu, i wartości, i w końcu tradycji. Niech świadczą o tym statystyki dotyczące polskich startupów.
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List do zespołu Profilu Zaufanego
Obecny stan większości systemów gov.pl to wina tych, którzy przygotowywali specyfikacje tych systemów i tych, którzy dostarczali, nie zawsze zgodne z tymi specyfikacjami, poszczególne ich części.