{"id":6108,"date":"2023-10-24T15:35:04","date_gmt":"2023-10-24T15:35:04","guid":{"rendered":"https:\/\/twosides.info\/casopisy-se-vraci-do-tistene-podoby\/"},"modified":"2023-10-24T15:35:04","modified_gmt":"2023-10-24T15:35:04","slug":"casopisy-se-vraci-do-tistene-podoby","status":"publish","type":"post","link":"https:\/\/twosides.info\/cs\/casopisy-se-vraci-do-tistene-podoby\/","title":{"rendered":"\u010casopisy se vrac\u00ed do ti\u0161t\u011bn\u00e9 podoby"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><strong>\u0158ada kultovn\u00edch \u010dasopis\u016f, katalog\u016f a dokonce i m\u00edstn\u00edch novin obnovuje sv\u00e9 ti\u0161t\u011bn\u00e9 verze, aby oslovila sv\u00e9 \u010dten\u00e1\u0159e relevantn\u011bj\u0161\u00edm a poutav\u011bj\u0161\u00edm zp\u016fsobem. A\u0165 u\u017e jde o sv\u011btov\u00e9 m\u00f3dn\u00ed \u010dasopisy, katalogy luxusn\u00edho zbo\u017e\u00ed nebo noviny zam\u011b\u0159en\u00e9 na m\u00edstn\u00ed komunitu, lid\u00e9 znovu objevuj\u00ed s\u00edlu ti\u0161t\u011bn\u00fdch m\u00e9di\u00ed, kter\u00e1 dok\u00e1\u017ee nav\u00e1zat hlubok\u00e9 pouto s lidmi.<\/strong><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>\u010casopis Elle<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">\u010cty\u0159i roky po sv\u00e9m posledn\u00edm vyd\u00e1n\u00ed se tato glob\u00e1ln\u00ed m\u00f3dn\u00ed medi\u00e1ln\u00ed zna\u010dka vrac\u00ed na australsk\u00fd trh v ti\u0161t\u011bn\u00e9 podob\u011b, a to v n\u00e1vaznosti na o\u017eiven\u00ed prodeje ti\u0161t\u011bn\u00fdch \u010dasopis\u016f a s t\u00edm souvisej\u00edc\u00edch p\u0159\u00edjm\u016f z reklamy. Jane Huxleyov\u00e1, gener\u00e1ln\u00ed \u0159editelka vydavatelstv\u00ed Are Media, kter\u00e9 tento titul vyd\u00e1v\u00e1, uv\u00e1d\u00ed, \u017ee za t\u00edmto krokem stoj\u00ed dva hlavn\u00ed faktory: trval\u00e1 s\u00edla zna\u010dky, kterou \u010dasopisy maj\u00ed i v obt\u00ed\u017en\u00fdch ekonomick\u00fdch dob\u00e1ch, a reakce spot\u0159ebitel\u016f na \u201edigit\u00e1ln\u00ed z\u00e1plavu\u201c.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201eLid\u00e9 na tu z\u00e1plavu digit\u00e1ln\u00edho obsahu reaguj\u00ed tak, \u017ee se pohodln\u011b usad\u00ed a \u0159eknou: \u201aHele, j\u00e1 prost\u011b chci, aby mi to n\u011bkdo vybral,\u2018\u201c \u0159ekla. \u201eChci prost\u011b, aby mi n\u011bkdo pomohl pochopit, co je relevantn\u00ed, souvis\u00ed s kontextem a je skute\u010dn\u00e9.\u201c Milovn\u00edci luxusu zbo\u017e\u0148uj\u00ed ti\u0161t\u011bn\u00e1 m\u00e9dia. R\u00e1di sice oslovuj\u00ed na\u0161e publikum i prost\u0159ednictv\u00edm na\u0161ich digit\u00e1ln\u00edch str\u00e1nek a soci\u00e1ln\u00edch s\u00edt\u00ed, ale tlust\u00e9 leskl\u00e9 str\u00e1nky miluj\u00ed v\u00edc ne\u017e kdokoli jin\u00fd.\u201c<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>\u010casopis NME<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Legend\u00e1rn\u00ed hudebn\u00ed \u010dasopis NME, kter\u00fd p\u0159ed p\u011bti lety ukon\u010dil vyd\u00e1v\u00e1n\u00ed ti\u0161t\u011bn\u00e9 verze a p\u0159e\u0161el v\u00fdhradn\u011b na online form\u00e1t, se vr\u00e1til k ti\u0161t\u011bn\u00e9 podob\u011b. B\u011bhem l\u00e9ta za\u010dala tato multiplatformn\u00ed zna\u010dka vyd\u00e1vat ti\u0161t\u011bn\u00e1 \u010d\u00edsla dvakr\u00e1t m\u011bs\u00ed\u010dn\u011b, aby p\u0159edstavila svou \u0161pi\u010dkovou \u017eurnalistiku a upevnila si tak pozici p\u0159edn\u00ed sv\u011btov\u00e9 destinace pro hudbu a popkulturu.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201eTi\u0161t\u011bn\u00e1 m\u00e9dia byla v\u017edy z\u00e1kladn\u00edm kamenem zna\u010dky NME a jsme nad\u0161eni, \u017ee m\u016f\u017eeme ozn\u00e1mit n\u00e1vrat t\u00e9to ikony,\u201c uvedla Holly Bishop, provozn\u00ed a obchodn\u00ed \u0159editelka spole\u010dnosti NME Networks. \u201eN\u00e1\u0161 nov\u00fd glob\u00e1ln\u00ed \u010dasopis bude p\u0159in\u00e1\u0161et to nejlep\u0161\u00ed z NME; bude podporovat za\u010d\u00ednaj\u00edc\u00ed um\u011blce a kapely a bude p\u0159edstavovat autoritativn\u00ed hlas v oblasti popkultury.\u201c<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Katalog Neiman Marcus<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Pot\u00e9, co spole\u010dnost Boden p\u0159iznala, \u017ee zmen\u0161en\u00ed rozsahu jej\u00edho katalogu p\u0159isp\u011blo k poklesu jej\u00edho hospod\u00e1\u0159sk\u00e9ho v\u00fdvoje, a ozn\u00e1mila, \u017ee tuto \u0161iroce obl\u00edbenou publikaci znovu zavede, \u0159ada dal\u0161\u00edch maloobchodn\u00edch zna\u010dek p\u0159ehodnocuje sv\u016fj postoj ke katalog\u016fm. Ve Spojen\u00fdch st\u00e1tech maloobchodn\u00edci jako Neiman Marcus a Nordstrom zvy\u0161uj\u00ed sv\u00e9 investice do tohoto fyzick\u00e9ho prodejn\u00edho n\u00e1stroje.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Zat\u00edmco spole\u010dnost Nordstrom zvy\u0161uje po\u010det katalog\u016f, kter\u00e9 vyd\u00e1v\u00e1 a distribuuje, spole\u010dnost Neiman Marcus ve skute\u010dnosti vyd\u00e1v\u00e1 t\u0159i verze sv\u00e9ho katalogu, v\u010detn\u011b knihy s pevnou vazbou pro sv\u00e9 nejv\u00fdznamn\u011bj\u0161\u00ed z\u00e1kazn\u00edky a luxusn\u00edho vyd\u00e1n\u00ed s m\u011bkkou vazbou pro z\u00e1kazn\u00edky st\u0159edn\u00ed kategorie. \u201eDigit\u00e1ln\u00ed kan\u00e1ly sice mohou b\u00fdt \u00fa\u010dinn\u00e9, ale v\u0161echny se odehr\u00e1vaj\u00ed na obrazovce,\u201c \u0159ekla Stefanie Cortesov\u00e1, \u0159editelka pro strategickou anal\u00fdzu a rozvoj podnik\u00e1n\u00ed ve spole\u010dnosti RRD, pro Retail Insider. \u201eTi\u0161t\u011bn\u00e1 forma je to jedin\u00e9, \u010d\u00edm se odli\u0161uj\u00ed. I kdy\u017e mus\u00ed marketingov\u00ed specialist\u00e9 naj\u00edt kombinaci v\u0161ech kan\u00e1l\u016f, kter\u00e1 jim zajist\u00ed spr\u00e1vnou rovnov\u00e1hu, ti\u0161t\u011bn\u00e1 forma z\u016fst\u00e1v\u00e1 t\u00edmto jedine\u010dn\u00fdm a zaj\u00edmav\u00fdm prost\u0159edkem pro nav\u00e1z\u00e1n\u00ed kontaktu se z\u00e1kazn\u00edky.\u201c<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>M\u00edstn\u00ed noviny<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Ti\u0161t\u011bn\u00e1 m\u00e9dia se vrac\u00ed i na m\u00edstn\u00ed \u00farovni, kde vydavatel\u00e9 i \u010dten\u00e1\u0159i znovu objevuj\u00ed jejich schopnost budovat pevn\u00e9 vazby s m\u00edstn\u00edmi komunitami a p\u0159in\u00e1\u0161et obsah, kter\u00fd je pro \u010dten\u00e1\u0159e vysoce relevantn\u00ed. Jedn\u00edm z p\u0159\u00edklad\u016f je Barnet Post, kter\u00fd se od prosince vr\u00e1t\u00ed v ti\u0161t\u011bn\u00e9 podob\u011b. Pot\u00e9, co v b\u0159eznu 2022 p\u0159e\u0161el na online verzi, vydavatel\u00e9 zjistili, \u017ee tento \u010dist\u011b digit\u00e1ln\u00ed p\u0159\u00edstup omezoval jejich \u010dten\u00e1\u0159skou z\u00e1kladnu i dosah, a proto se rozhodli ka\u017ed\u00fd m\u011bs\u00edc vytisknout a distribuovat 15 000 bezplatn\u00fdch v\u00fdtisk\u016f v supermarketech a komunitn\u00edch centrech po cel\u00e9 m\u011bstsk\u00e9 \u010d\u00e1sti.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">V otev\u0159en\u00e9m dopise \u010dten\u00e1\u0159\u016fm novin \u0161\u00e9fredaktor David Floyd uvedl: \u201eJsme p\u0159esv\u011bd\u010deni, \u017ee m\u00edstn\u00ed zpravodajstv\u00ed m\u00e1 pro demokracii z\u00e1sadn\u00ed v\u00fdznam, proto\u017ee v\u00e1m poskytuje informace pot\u0159ebn\u00e9 k tomu, abyste pochopili, co d\u011bl\u00e1 m\u011bstsk\u00e1 rada a dal\u0161\u00ed ve\u0159ejn\u00e9 org\u00e1ny \u2013 a abyste se mohli zapojit do demokratick\u00e9ho procesu. V\u011b\u0159\u00edme tak\u00e9, \u017ee m\u00edstn\u00ed zpravodajstv\u00ed hraje z\u00e1sadn\u00ed roli v tom, \u017ee v\u00e1m pom\u00e1h\u00e1 pochopit, co se d\u011bje v okol\u00ed \u2013 a \u017ee d\u00e1v\u00e1 prostor t\u011bm, jejich\u017e hlas by jinak nebyl vysly\u0161en.\u201c<\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u0158ada kultovn\u00edch \u010dasopis\u016f, katalog\u016f a dokonce i m\u00edstn\u00edch novin obnovuje sv\u00e9 ti\u0161t\u011bn\u00e9 verze, aby oslovila sv\u00e9 \u010dten\u00e1\u0159e relevantn\u011bj\u0161\u00edm a poutav\u011bj\u0161\u00edm zp\u016fsobem. A\u0165 u\u017e jde o sv\u011btov\u00e9 m\u00f3dn\u00ed \u010dasopisy, katalogy luxusn\u00edho zbo\u017e\u00ed nebo noviny zam\u011b\u0159en\u00e9 na m\u00edstn\u00ed komunitu, lid\u00e9 znovu objevuj\u00ed s\u00edlu ti\u0161t\u011bn\u00fdch m\u00e9di\u00ed, kter\u00e1 dok\u00e1\u017ee nav\u00e1zat hlubok\u00e9 pouto s lidmi. \u010casopis Elle \u010cty\u0159i roky po [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":2651,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-6108","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>\u010casopisy se vrac\u00ed do ti\u0161t\u011bn\u00e9 podoby - Two Sides<\/title>\n<meta name=\"description\" content=\"Kultovn\u00ed \u010dasopisy, katalogy a m\u00edstn\u00ed noviny obnovuj\u00ed sv\u00e9 ti\u0161t\u011bn\u00e9 verze, aby oslovily sv\u00e9 \u010dten\u00e1\u0159e relevantn\u011bj\u0161\u00edm a poutav\u011bj\u0161\u00edm zp\u016fsobem.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/twosides.info\/cs\/casopisy-se-vraci-do-tistene-podoby\/\" \/>\n<meta property=\"og:locale\" content=\"cs_CZ\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"\u010casopisy se vrac\u00ed do ti\u0161t\u011bn\u00e9 podoby - 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