Apr
12
Use Design to Help Save Newspapers – Lessons for Digital OOH
Filed Under Advertising, Digital Signage, digital ooh
Cool little article and video around how a new approach to design and creative in newspapers helped save and grow circularion in Poland.
There’s a few folks out there in the Digital OOH field like eCast (bars) and Showcase Media (taxi/transportation) that are taking not only their fundemanetal content design but ALSO their actual product design to the next level and turning the consumer expectations of DOOH on its head.
The results are fantastic and quite powerful.
The video is a good watch if you’re a designer and need some help convincing those above you on where to take DOOH content design, etc.
Reminder that good design attracts viewers, which in turn attracts advertisers.
Sphere: Related Content
Print This Post
Email This Post
Get posts delivered to you by e-mail
Comments
One Response to “Use Design to Help Save Newspapers – Lessons for Digital OOH”
Leave a Reply
-
Follow Me on Twitter Feeds
-
I spent 20 years in the daily newspaper business and know from countless senior level meetings that flashy design was seen as the saviour even 20-25 years ago. USA Today started the evolution in North America but a trend big graphics, bold fonts and shorter, zippier stories only slowed the bleeding. Local and regional newspapers have a broken business model and while this guy designs beautiful papers, I doubt the circulation jumps he’s generated are sustainable when it costs way more to make the product than it sells for, and the classified ads that used to be 50% of revenues are gone and not coming back.
I agree, though, that there are lessons to be learned about a general weakness in our industry when it comes to designing and packaging our products – and that product is not only what plays out on the screen but how that screen looks and works with the environment.
You will notice from this guy’s presentation the design philosophy that seems to work is stripped-back, focused and bold – not cluttered. Same thing applies to full screen and effective versus carved-up screens few viewers have time to absorb.