The “P” Word Needs Rebranding
As media convergence gains traction—and it is and will continue to gain traction—the commerce or money-making end of any future business will drive the end results. Is Facebook worth $100 billion or is the commerce based on Facebook worth $100 billion? See what I mean?
Prnt-commerce crosses multiple channels, as well. Magazine and book publishing are clearly prnt-commerce driven, as is direct marketing. With the growing acceptance and integration of online and offline components—including e-commerce and m-commerce—within the marketing sector, prnt-commerce fits right in.
If you agree with the branding change from print to prnt-commerce, then you must agree with the need for the futurist. Why? Because the future of print as we know it is not a future that the industry controls. Print’s future is—as is true for most other “traditional” industries—linked to those new technologies that need to use older technologies to deliver the new messages, the new media.
BTW, I think I would make the perfect prnt-commerce futurist, not only because I’m raising the flag, but because of my deep belief in the convergence of all print media, verticals and partner industries, and my very open mind and broad point of view.
Send me your thoughts; I can be reached at firstname.lastname@example.org.
Thad Kubis is an unconventional storyteller, offering a confused marketplace a series of proven, valid, integrated marketing/communication solutions. He designs B2B or B2C experiential stories founded on Omni-Channel applications, featuring demographic/target audience relevance, integration, interaction, and performance analytics and program metrics.