Web Strategy: Newspaper issue CDs to “Bridge” with Internet
Newspapers issue valuable CDs to Bridge readers to Internet
A newspaper has recently started issuing monthly/weekly CDs to bridge the ‘paper readers’ to the internet. These CDs have value content such as movie clips, videos and other desirable content one may not be able to quickly access from an internet stream. This may help bridge a generation that is dependent on paper to start seeking the internet for information. The CD may also help point and link users to the newspaper website.
“IMedia International Inc. has reached agreement with two of the nation’s largest newspapers to distribute within their Sunday editions CDs chock-full of movie previews, music samples, video games, comics, celebrity interviews and advertisements.”
I consider this a pretty wise strategy to bridge paper-fiends to a new medium –although many in Techdirt disagree.
”These CDs will include music and movie previews, as they try to generate that additional multimedia experience. Of course, for most users, these discs will end up similar to AOL’s free CDs: in the garbage dump.”
Migration Strategy
I may be able to answer this: some diehard paper users enjoy the tactile experience of having a piece of paper and being able to leaf throughout, being able to take that physical activity of moving the CD to one’s PC will help extend that experience. Once they start cruising websites they’ll be hooked on the internet experience.
Potential Web Strategy Benefits
- Cross Medium migration Strategy
- Faster access to rich media on cd (vs downloading)
- Bridge a paper “tactile” audience to internet medium
- Cross users to website experience (contextual pull)
My Predictions
I’ll guess that 10% of all CDs will be moved to the actual PC and opened in the first 3 months –then it will dwindle to 2% for an ongoing consumption rate. A solid number of individuals will take to the internet and consume the content online rather than on CD –and if deployed correctly, that’ll be a win.
