{"id":6173,"date":"2024-10-29T14:07:47","date_gmt":"2024-10-29T14:07:47","guid":{"rendered":"https:\/\/twosides.info\/trvala-sila-casopisu\/"},"modified":"2024-10-29T14:07:47","modified_gmt":"2024-10-29T14:07:47","slug":"trvala-sila-casopisu","status":"publish","type":"post","link":"https:\/\/twosides.info\/cs\/trvala-sila-casopisu\/","title":{"rendered":"Trval\u00e1 s\u00edla \u010dasopis\u016f"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><strong>Vzhledem k \u0159ad\u011b zpr\u00e1v, kter\u00e9 poukazuj\u00ed na popularitu ti\u0161t\u011bn\u00fdch \u010dasopis\u016f, je z\u0159ejm\u00e9, \u017ee pro zna\u010dky i vydavatele p\u0159edstavuj\u00ed i nad\u00e1le spolehlivou investici.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Sta\u010d\u00ed se rozhl\u00e9dnout v jak\u00e9mkoli vag\u00f3nu vlaku, na jak\u00e9koli lavi\u010dce v parku nebo v jak\u00e9koli kav\u00e1rn\u011b a \u010dlov\u011bk by se mohl snadno domn\u00edvat, \u017ee \u010dten\u00ed \u010dasopis\u016f je um\u011bn\u00ed na vym\u0159en\u00ed. N\u00e1r\u016fst konkuren\u010dn\u00edch m\u00e9di\u00ed, jako jsou soci\u00e1ln\u00ed s\u00edt\u011b, podcasty, internetov\u00e9 obchody a nep\u0159ebern\u00e9 mno\u017estv\u00ed digit\u00e1ln\u00edch zpravodajsk\u00fdch zdroj\u016f, neust\u00e1le hroz\u00ed, \u017ee ti\u0161t\u011bn\u00e9 \u010dasopisy zcela vytla\u010d\u00ed. \u0158ada studi\u00ed a zpr\u00e1v v\u0161ak ukazuje, \u017ee ti\u0161t\u011bn\u00e9 \u010dasopisy nejen\u017ee odol\u00e1vaj\u00ed sv\u00fdm online prot\u011bj\u0161k\u016fm, ale dokonce vzkv\u00e9taj\u00ed.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Z nejnov\u011bj\u0161\u00ed zpr\u00e1vy PwC \u201eMedia &amp; Entertainment Outlook 2022\u20132026\u201c vypl\u00fdv\u00e1, \u017ee ti\u0161t\u011bn\u00e1 m\u00e9dia p\u0159edstavuj\u00ed celosv\u011btov\u011b p\u0159ibli\u017en\u011b 80 % tr\u017eeb z prodeje spot\u0159ebitelsk\u00fdch \u010dasopis\u016f, p\u0159i\u010dem\u017e se p\u0159edpokl\u00e1d\u00e1, \u017ee do roku 2026 tento pod\u00edl poklesne pouze o 5 %. Na m\u00e9dium, o kter\u00e9m mnoz\u00ed p\u0159edpov\u00eddali, \u017ee do roku 2020 zcela zmiz\u00ed, to nen\u00ed v\u016fbec \u0161patn\u00fd v\u00fdsledek.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Hlubok\u00e9 zapojen\u00ed<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Jedn\u00edm z d\u016fvod\u016f, pro\u010d si ti\u0161t\u011bn\u00e9 \u010dasopisy udr\u017euj\u00ed takovou odolnost, je jejich p\u0159ita\u017elivost pro zna\u010dky, kter\u00e9 cht\u011bj\u00ed vynalo\u017eit zna\u010dnou \u010d\u00e1st sv\u00fdch reklamn\u00edch rozpo\u010dt\u016f na to, aby se na jejich str\u00e1nk\u00e1ch zviditelnily. Zat\u00edmco soci\u00e1ln\u00ed m\u00e9dia nab\u00edzej\u00ed jen letm\u00fd pohled na zna\u010dku \u010di produkt, \u010dasopisy poskytuj\u00ed mnohem intenzivn\u011bj\u0161\u00ed z\u00e1\u017eitek d\u00edky reklam\u00e1m vytvo\u0159en\u00fdm speci\u00e1ln\u011b tak, aby oslovily konkr\u00e9tn\u00ed \u010dten\u00e1\u0159skou skupinu dan\u00e9ho \u010dasopisu. \u201e\u010casopisy se mohou zam\u011b\u0159it na velmi specifick\u00e9 a anga\u017eovan\u00e9 \u010dten\u00e1\u0159sk\u00e9 publikum, co\u017e zase m\u016f\u017ee pos\u00edlit d\u016fv\u011bryhodnost zna\u010dky,\u201c \u0159ekl ned\u00e1vno pro Campaign Andrew Davies, mana\u017eer medi\u00e1ln\u00edho pl\u00e1nov\u00e1n\u00ed ve spole\u010dnosti OMD UK. \u201eV\u00edme, \u017ee \u010dten\u00e1\u0159i se do \u010dasopis\u016f, kter\u00e9 \u010dtou, pono\u0159\u00ed a \u010dasto tr\u00e1v\u00ed zna\u010dnou dobu \u010dten\u00edm bez jak\u00fdchkoli dal\u0161\u00edch rozpt\u00fdlen\u00ed. Zjistili jsme, \u017ee kampan\u011b v \u010dasopisech p\u0159in\u00e1\u0161ej\u00ed na\u0161im klient\u016fm n\u00e1vratnost investic (ROI) v\u00edce ne\u017e 13n\u00e1sobnou.\u201c<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ti\u0161t\u011bn\u00e9 \u010dasopisy rovn\u011b\u017e nab\u00edzej\u00ed zna\u010dk\u00e1m p\u0159\u00edle\u017eitost projevit p\u0159i sv\u00e9 pr\u00e1ci kreativitu. A\u0165 u\u017e jde o ob\u00e1lky s p\u0159ebalem, speci\u00e1ln\u00ed pap\u00edry, barvy a povrchov\u00e9 \u00fapravy, nebo dokonce 3D vyskakovac\u00ed reklamy, zna\u010dky maj\u00ed k dispozici nespo\u010det zp\u016fsob\u016f, jak upoutat pozornost \u010dten\u00e1\u0159e a podn\u00edtit jeho p\u0159edstavivost.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201ePr\u00e1v\u011b tato hmatateln\u00e1 str\u00e1nka odli\u0161uje \u010dasopisy od ostatn\u00edch m\u00e9di\u00ed,\u201c \u0159\u00edk\u00e1 Rachel Haron, \u0159editelka vydavatelstv\u00ed medi\u00e1ln\u00ed agentury Goodstuff. \u201eM\u011bs\u00ed\u010dn\u00edky budou m\u00edt obzvl\u00e1\u0161t\u011b vysokou \u010dtenost, proto\u017ee z\u016fst\u00e1vaj\u00ed v dom\u00e1cnostech d\u00e9le, a ta reklama, kter\u00e1 se t\u0159eba nach\u00e1z\u00ed na zadn\u00ed vn\u011bj\u0161\u00ed stran\u011b ob\u00e1lky \u010dasopisu, bude na o\u010d\u00edch po del\u0161\u00ed dobu.\u201c<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Ak\u010dn\u00ed pl\u00e1n<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">C\u00edlem v\u0161ech t\u011bchto aktivit zam\u011b\u0159en\u00fdch na zapojen\u00ed z\u00e1kazn\u00edk\u016f je samoz\u0159ejm\u011b prodej a \u010dasopisy se osv\u011bd\u010dily jako \u00fa\u010dinn\u00fd prost\u0159edek, kter\u00fd \u010dten\u00e1\u0159e po zhl\u00e9dnut\u00ed reklamy podn\u00edt\u00ed k akci. Nov\u00e1 zpr\u00e1va organizace News\/Media Alliance v USA zjistila, \u017ee \u010dten\u00e1\u0159i \u010dasopis\u016f maj\u00ed k reklam\u00e1m, kter\u00e9 v \u010dasopisech vid\u00ed, trvale pozitivn\u00ed postoj, p\u0159i\u010dem\u017e t\u00e9m\u011b\u0159 osm z deseti (78 %) \u010dten\u00e1\u0159\u016f \u010dasopis\u016f podniklo n\u011bjakou akci v d\u016fsledku zhl\u00e9dnut\u00ed reklamy v \u010dasopise. Nav\u00edc ka\u017ed\u00fd \u010dtvrt\u00fd \u010dten\u00e1\u0159 hledal dal\u0161\u00ed informace o produktu \u010di slu\u017eb\u011b (25 %) nebo nav\u0161t\u00edvil webov\u00e9 str\u00e1nky inzerenta (23 %).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Nejpovzbudiv\u011bj\u0161\u00ed je p\u0159etrv\u00e1vaj\u00edc\u00ed obliba \u010dasopis\u016f mezi mlad\u0161\u00ed generac\u00ed; ze stejn\u00e9 zpr\u00e1vy vypl\u00fdv\u00e1, \u017ee 89 % lid\u00ed ve v\u011bku 18\u201324 let si v uplynul\u00fdch \u0161esti m\u011bs\u00edc\u00edch p\u0159e\u010detlo n\u011bjak\u00fd \u010dasopis. Alastair Lewis, nov\u00fd gener\u00e1ln\u00ed \u0159editel glob\u00e1ln\u00ed asociace vydavatel\u016f \u010dasopis\u016f FIPP, je velmi optimistick\u00fd ohledn\u011b postoje mlad\u00fdch lid\u00ed k ti\u0161t\u011bn\u00fdm m\u00e9di\u00edm a zaznamenal u generac\u00ed Z a Alfa posun sm\u011brem k ti\u0161t\u011bn\u00fdm m\u00e9di\u00edm. \u201eVid\u00edm, \u017ee tyto generace si uv\u011bdomuj\u00ed, \u017ee ti\u0161t\u011bn\u00e1 m\u00e9dia nab\u00edzej\u00ed lep\u0161\u00ed z\u00e1\u017eitek z \u010dten\u00ed a lep\u0161\u00ed zapamatov\u00e1n\u00ed informac\u00ed,\u201c \u0159\u00edk\u00e1.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">\u00dapln\u011b ohromuj\u00edc\u00ed<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Z toho v\u0161eho vypl\u00fdv\u00e1, \u017ee ti\u0161t\u011bn\u00e9 \u010dasopisy z\u016fst\u00e1vaj\u00ed kl\u00ed\u010dovou sou\u010d\u00e1st\u00ed obchodn\u00ed strategie ka\u017ed\u00e9ho vydavatele. Ned\u00e1vn\u00fd pr\u016fzkum mezi \u010dleny FIPP, kte\u0159\u00ed maj\u00ed ve sv\u00e9m portfoliu ti\u0161t\u011bn\u00e9 produkty, ukazuje, \u017ee pr\u016fm\u011brn\u00e1 z\u00e1vislost na tr\u017eb\u00e1ch z ti\u0161t\u011bn\u00fdch produkt\u016f je velmi v\u00fdznamn\u00e1 (35 % respondent\u016f uv\u00e1d\u00ed, \u017ee v\u00edce ne\u017e 75 % jejich tr\u017eeb poch\u00e1z\u00ed z ti\u0161t\u011bn\u00fdch produkt\u016f, p\u0159i\u010dem\u017e 81 % vydavatel\u016f souhlas\u00ed s t\u00edm, \u017ee \u201aNa\u0161i koncov\u00ed u\u017eivatel\u00e9\/\u010dten\u00e1\u0159i st\u00e1le cht\u011bj\u00ed ti\u0161t\u011bn\u00e9 produkty\u2018 a 77 % souhlas\u00ed s t\u00edm, \u017ee \u201ati\u0161t\u011bn\u00e9 produkty maj\u00ed trval\u00e9 m\u00edsto v na\u0161em produktov\u00e9m portfoliu\u2018.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Tyto p\u016fsobiv\u00e9 \u00fadaje vedly medi\u00e1ln\u00edho odborn\u00edka Petera Houstona k n\u00e1sleduj\u00edc\u00edmu koment\u00e1\u0159i: \u201eMy\u0161lenka, \u017ee ti\u0161t\u011bn\u00e1 m\u00e9dia tvo\u0159\u00ed t\u0159i \u010dtvrtiny celosv\u011btov\u00fdch tr\u017eeb spot\u0159ebitelsk\u00fdch \u010dasopis\u016f, m\u011b naprosto ohromila!\u201c<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Zpr\u00e1vu FIPP s n\u00e1zvem \u201eBudoucnost tisku\u201c si m\u016f\u017eete p\u0159e\u010d\u00edst na adrese <a href=\"https:\/\/www.fipp.com\/resource\/the-future-of-print\/\" target=\"_blank\" rel=\"noopener\">fipp.com\/resource\/the-future-of-print<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Vzhledem k \u0159ad\u011b zpr\u00e1v, kter\u00e9 poukazuj\u00ed na popularitu ti\u0161t\u011bn\u00fdch \u010dasopis\u016f, je z\u0159ejm\u00e9, \u017ee pro zna\u010dky i vydavatele p\u0159edstavuj\u00ed i nad\u00e1le spolehlivou investici. Sta\u010d\u00ed se rozhl\u00e9dnout v jak\u00e9mkoli vag\u00f3nu vlaku, na jak\u00e9koli lavi\u010dce v parku nebo v jak\u00e9koli kav\u00e1rn\u011b a \u010dlov\u011bk by se mohl snadno domn\u00edvat, \u017ee \u010dten\u00ed \u010dasopis\u016f je um\u011bn\u00ed na vym\u0159en\u00ed. N\u00e1r\u016fst konkuren\u010dn\u00edch m\u00e9di\u00ed, [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":2797,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-6173","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>Trval\u00e1 s\u00edla \u010dasopis\u016f - Two Sides<\/title>\n<meta name=\"description\" content=\"Vzhledem k \u0159ad\u011b zpr\u00e1v, kter\u00e9 poukazuj\u00ed na popularitu ti\u0161t\u011bn\u00fdch \u010dasopis\u016f, je z\u0159ejm\u00e9, \u017ee pro zna\u010dky i vydavatele p\u0159edstavuj\u00ed i nad\u00e1le spolehlivou investici.\" \/>\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\/trvala-sila-casopisu\/\" \/>\n<meta property=\"og:locale\" content=\"cs_CZ\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Trval\u00e1 s\u00edla \u010dasopis\u016f - 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