Summary
This report from the 2012 Festival of Media Latin America covers a panel discussion on the future of the region’s print media, in which some speakers argued that print must change into a 'haute couture' product with more compelling content and imagery in order to survive. However, the speakers were generally upbeat about print’s future, arguing that it could and would exist alongside digital (citing the example of theatre coexisting with movies). A contributor from The Economist, however, described how the title was experiencing a boost in digital subscriptions, which it prices lower than its print edition to reflect its lower costs of production and distribution.

Summary
This paper brings into perspective the need to combine new research approaches with the traditional, in order to answer new and old questions; create innovative approaches using new technologies, and deliver more creative ways of interpreting findings. Research cannot turn its back on progress, and progress now is linked to neuroscience. It is important to open a debate on whether, or when, a neuroscientific approach could represent an opportunity to improve current research tools. This is a first step towards a new methodological approach to pre-test creative ideas. The learnings from this experiment will be translated into a new advertising development tool that enables communication managers to take a 'better' fact-based decision with regards to selection of scripts/storyboards and to determine specific shooting requirements.

Summary
This report from the 2010 World Brand Congress in Mumbai, India, summarises some key presentations on subjects including the future of print media in India,the importance of design in brand strategy, the role of innovation, and the changing societal and media trends among Indian consumers. Specific brands discussed include Yahoo!India, the Hindustan Times, ABG, Honda, Tata and Nokia. The author places particular emphasis on the rapid change in the Indian market, which requires marketers to adapt quickly to shifts in attitudes towards sustainability and media consumption.

Summary
In this chapter from Prime Time To My Time, Andrew Green covers the origins of print media in China, moving onto early newspapers and magazines. As the world's first mass medium, it was also the first to offer advertisers information on how many people were reading them. Primary measures used are circulation and readership. The history of measurement in the UK and U.S. are covered. The different issues and limitations associated with measurement techniques such as Thru-the-Book and Recent Reading are identified, including readership accumulation, seen where magazines can linger for months without being fully read. A strength of print media is recognised as requiring greater audience engagement than television or radio and the future of advertising in the medium is examined.

Summary
In this article, Tummler discusses the challenges facing print media in the economic downturn, as marketers increasingly shift their focus to the internet and away from newspapers and magazines. Looking forward, the emergence of eReaders such as Amazon’s Kindle and Sony’s Reader also threaten to further undermine existing business models. However, it is also possible that print advertising expenditure levels will at least partially rise in the recovery, as brands tied with more discretionary types of expenditure increase their budgets again, even if the long-term picture remains uncertain.

Summary
WARC Online's U.S. Editor, Geoffrey Precourt, reports on a presentation by Scott Crystal, ceo of the "TV Guide" magazine, at the DeSilva + Phillips Dealmakers Summit in New York. Crystal's focus was on the flawed strategy of many print media brands which rely too heavily on advertising revenues. Precourt also quotes from a wide range of other speakers on the challenges facing media investors.

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The hit series, plot lines and messages people take from manga can helps researchers in Japan understand the motivations and the coming trends in popular behavior. This paper describes in detail how ethnography studies of popular manga titles, along with detailed interviews with various 'experts', can be used to understand how manga effects the attitudes of Japanese people in terms of social connection, products and category beliefs. Ethnographic studies have become increasingly popular in recent years however the practical use of such techniques on manga has been rare. It indicates some clear effects manga has on social trends and its consequent effects on consume behavior.

Summary
This paper argues it is not true that print media are being driven out by digital. Print remains the number one advertising medium in the world, for reasons including its ability to target to dedicated audiences and achieve engagement, as well as high reach and reputation for integrity. Newspaper websites are growing, and creativity in using print and measurement techniques are improving; there is, however, evidence of some deterioration in print quality.

Summary
Comments on a recent ANA members survey about print media. Most believe print is a cost-effective medium (reasons given). However, there are areas of weakness (discussed in detail): 1) publishers are not doing enough to provide the measurements and evidence of effectiveness that advertisers want; 2) print is slow to take up technological innovation, especially digital (and where print budgets are being reduced, the money is largely migrating to the Internet); 3) many agencies do not put the same level of talent into creating print ads as they do for television, and print ad testing is still poor; 4) some publishers still have irritating marketing practices such as long lead times, bleed charges, surcharges for national advertisers in local media. Ends by summarising what the print industry should do to address the complaints and achieve accountability.

Summary
Argues for the advantages of Zinio, a product for the digital delivery of magazines. Zinio recreates the full hard copy reader experience, with enhancements. Advantages for readers include being able to assemble their own magazine content, even when on the move. New readers would be attracted. Waste and cost of paper would be reduced. Enhancements could offer sight, sound and motion, and rich media links, within the same print format. The print industry should welcome digitisation, not see it as a threat.