Buzzfeed’s latest stunt proves print is alive and well
Buzzfeed just launched a magazine… for one day. But Ovato’s Adrian O’Connor believes the marketing stunt tells us something deeper about the future of print.
Last week, digital behemoth Buzzfeed printed and distributed a newspaper. In a tongue-in-cheek statement, the company said: “BuzzFeed, a company that was born on the internet and social media, is testing a new technology called print and unveiling a one-time, special edition BuzzFeed Newspaper, showcasing the latest news stories and favourite BuzzFeed content in an easy to consume mobile format.”
“We printed out the internet.” @BuzzFeedBen reports live from Union Square where he’s handing out copies of BuzzFeed’s first newspaper pic.twitter.com/Q8W9R7o9vX
— AM2DM by BuzzFeed News (@AM2DM) March 6, 2019
It’s a PR stunt that highlights how quaint the notion of a print newspaper has become… not exactly what I’d choose as a basis for an argument on the validity of print.
Exactly. The reporting of the print edition online is equivalent to them delivering content by Morse Code for a laugh. Print is still a good way to reach old people though.
People 55+ still enjoy sitting down with a cup of coffee and reading the paper so print is alive and well with this target market and those trying to reach them. Don’t underestimate this lucrative bunch with million dollar property portfolios and no mortgage. A very enjoyable experience that millennial’s don’t know anything about. If 55+ is old people I’m glad to be one of them.
Why do people insist it is only 55+. Is this some magic age or something?
You’re right, of course Linda. But a medium that’s population is aging out of it year on year with no new uptake from younger generations is by definition a medium in trouble.
The argument for print as an effective channel diminishes with each and every year that passes.
So true – lets enjoy it while it lasts!
Agree Lisa….I refuse to patronise any coffee shop/cafe that does not provide daily newspapers for its customers.
I guess ‘print is valuable because it lets companies make fun of print’ is an interesting take…
They should of done this on 1 April
only moments before reading this article I had been mildly surprised by the number of people (mostly young people, shock horror) reading books and other printed material on the London tube this morning
Let me know when you can take out a full-page in a novel. Random House keep ignoring my emails.