(Editor: This article is the speech of the 8th World Printing Congress held in Cape Town, South Africa at the end of January this year by Mr. Thomaz Souto Correa, editorial consultant of Abril Group. 3. Challenges facing printing houses, publishers and editors I am convinced that until the e-reader baby grows up and tells us their real needs, the printed magazine will exist for a long time. Most magazines are bright and beautiful. Compared to newspapers, they can keep up with the times. People like magazines. Also used to the existence of magazines. More importantly: in most markets around the world, reading habits have long been ingrained in our lives, so the pace of change is slow. Rescheduling new tasks for each media is progressing quite slowly. The so-called new task refers to the role of each media in its reasonable service. Do readers want instant news? Radio, television, and Internet can provide this service. Do readers need in-depth analysis, opinions, and context? No media can be provided like printed media. This situation will continue for some time. But we cannot justify ourselves. We have all heard about the development of e-paper and e-ink; e-ink can be used on plastic paper and is another form of tablet PC. People can download newspapers, magazines and books from it. Its resolution is also as good as traditional paper. This type of paper can be updated at any time. Can you imagine what impact this will have on our lives? You can read what you want to read anytime, anywhere. Lithography is not just text. It can reproduce the image, whether it is static or dynamic. Transmit images of TV shows, movies and websites through wireless transmission. I have no doubt that readers will gradually find out their personal needs from all the explosive information in the media. The network can already do this. I will print out information about my professional activities, interests, movies and music found on the Internet. I will leave this for the weekend. This is also my magazine! Printed on paper! Colorful! I know many people do this. My colleagues and friends around the world are more and more accustomed to finding information on the Internet, whether it is a personal interest or a professional project. When they find it, they will print it out and read it again. Although most of them waited until the weekend to read, and could not see half of the stack of information, all they did was collect their own publications. Those that reflect their priority needs. That is their own magazine. This can be done better ... so to speak ... is it more professional? Let me share with you some crazy and exciting ideas. I first proposed it at the Comprint Conference in Lisbon in 2002. I'm sorry I will revisit some ideas-if you were there at the time-please bear with me. I really think my idea is still worth considering. People are more and more accustomed to searching for information they like or need on the Internet, and they can find it. They are also increasingly focusing on what they are looking for. Can magazines do this in the future? Send magazines tailored to readers ’needs? Everyone knows that today we will give consumers a copy, and then they will choose the articles and units they want to read and skip the parts that are not of interest to them. I have a friend who will say the same thing to me every time I meet: "When will the magazines you send only publish what I want to read. A magazine has to spend so much time editing, printing, and sending, I did n’t watch it at all ... and you have been doing this all the time, never changing. " Regarding the need to personalize my friends, I have an idea for this answer. One day, we will have a system for printing and shipping magazines. I call this system: print -a -porter! How does this crazy concept work? We will provide a variety of package products for readers to choose and subscribe. Just like cable TV, you can choose the package product you want to watch, only pay for the product, not all of it; Pay the full amount. We will provide readers with the option of subscribing to special package products or entire magazines. He can also buy a combination of online and printed copies. There will be something he wants to read in the printed book, and also access to online news and services. Isn't this combination very good? The question is: can the printing industry provide a cost-effective solution to such tailor-made publications? In this "Vision", can a reader select only the part he wants when subscribing to a newspaper or magazine? Can you send only this part to your home? He won't receive a whole copy, missing the part that he won't see or pay attention to. Will the "print -a -porter" idea be a problem for us printing houses and publishers? Is it a problem or a threat? Or chance? Or is this just an old editor's idea, dreaming of solving the problem of too many things we have to read? After all, what we need is to get more information about the reader, the flexibility of the printing process, and the more rigorous delivery system configuration. As long as these, you can make readers more happy. Everyone knows that dreams are often disillusioned by market demands in reality. And we all know that readers and consumers are never bored to surprise us. But who knows ... Remember the story of the mobile phone. What about advertising companies? Will they like this new system? I think that the more certain the potential target consumers are, the happier the advertisers will be. American magazines are all talking about reader engagement and reader participation. They believe that readers of magazines are more engaged and involved in their favorite publications than other media. And they also sell this to dealers and advertising companies. Selling printed materials and online publications at the same time will strengthen readers' participation. In my opinion, there is no reason for the advertising industry to be reluctant to pay for the advertising costs of both print and online publications, because this combination allows readers to read calmly while eagerly absorbing news and information. Before I have to jump off this podium, why not listen to another crazy idea? This is the last one today. This kind of thinking is crazy and dangerous. I must share it with you, but ... Since we are all members of this intimate family, I just do n’t know that there are hundreds of people here ...... I'm not talking about electronic newsstands. Electronic newsstands allow you to bring a device such as a handheld or palmtop computer or mobile phone to download all the materials you want to read there. This technology point of sale is only useful if you are at the airport and do n’t have time to download the same thing from your wireless transmission device. I don't think electronic newsstand is an important idea. why? Coming, this crazy idea ... beyond printing and sending personalized, tailor-made magazines. Will there be a day when readers can print their magazines at home or in the office? In the technological revolution of the home printing press, one day the reader will be able to make coffee at home while printing his magazine. Will this idea be crazy? He enters his favorite magazine website, chooses what he wants to see, and presses a button, and he can print his personalized magazine from his own printing press. Are you crazy? Remember teletype? I recently discussed with a group of young journalists, and when I mentioned teletype, they had no idea. Now, let ’s go back to the old days of teletype: how crazy is the idea that people will use e-mail for text transmission one day? Not to mention the fax machine ... So, would it be crazy to envision a day when home printing presses will pass? Think about it, when this day comes-I know, I know, "if" this day comes-readers will not only choose articles from a magazine. This will be his own magazine. He did not edit, but he integrated the article collection. This is his personalized journal, which only publishes his interests: articles, stories, features, columns, comments, all selected by him. He can do more than that: he can decide how often his magazine is published. If he wants, he can publish every day. Will be happy every five days, or with him ... who said that the magazine must be a weekly, bi-weekly, or monthly in the future. Why not a ten-day issue? The reader can decide when he wants his publication! This is what I said, the real mygazine! I know this sounds like a joke, use me and magazine to play word games, but I do n’t use too much research to know that we must find a way to solve the influx of thousands of information every day. If we do not change the status quo, we will soon go crazy .... How to get rid of this situation? Give the reader what he wants to see, so that's fine. And we have to move fast, otherwise the reader will soon do it himself. In fact, if they printed the article out of the computer like me, they would have already done some work. Why are you in a hurry? Because our media will compete with the ever-growing and ever-changing entertainment. All devices can watch movies-remember you can even watch from your phone-or listen to your favorite music, or make hundreds of choices on TV channels, these are competing for people's time, especially when they read . This is a great challenge for our editors: the content for readers must respond to readers' needs, and the content is interesting and irreplaceable. Whether it is a printed matter or any medium, they will choose us. Finally, let me briefly restate today ’s content: 1. People spend less and less time reading printed publications, but this habit will not disappear in a short time; 2. People are increasingly reading their own printed articles; 3. People are increasingly reading articles on the screens of electronic equipment, which have several other functions. problem? 1. Will the concept of print -a -porter be realized in the future? First used in the printing house, then in the home? 2. Is Mygazine just a daydream? I leave the first question to your printing industry. I don't know the answer. Maybe this is just a stupid idea. If so, just ignore it. Think of it as a problem raised by the old editor who always puts readers' needs, desires and interests first. That's why on the second question, I urge publishers and editorial friends to seriously consider the idea of ​​personalizing magazines. In my opinion, this is inevitable. It will change the way we work. You must be creative and have a clear mind to deal with all possible business models. But if you, like me, put the reader first, this will not be a problem. It will be a wonderful journey, a very fascinating challenge. After all, this is just a thing of wisdom, happiness and interest. No matter what kind of media. Facial Cleanser,Hyaluronic Acid Facial Cleanser,Foaming Facial Cleanser,Face Wash Anti-Freckle Facial Cleanser Guangzhou Shishi Daily Chemical Co.,Ltd. , https://www.cosmeticok.com