‘I got a 79 Chevy Malibu with 774,000 original miles on ‘er. Bought it 2 weeks before it was released to the public. First person in my state to drive one off the lot. Pushes 454 horse out of its big block V8...’

We all have one. A great uncle, friend of a friend, or a no-shirted neighbour who extols the unbelievable feats of their beloved ‘classic’ car. Automobile marketers use ‘mileage’ as a crutch with Honda recently promoting their CRV’s engine reaching 600,000 kilometres in a recent ad. Volkswagen has built a brand on product longevity. But you can’t argue with the thought process. As consumers, we want to know our product is going to go ‘the distance’. What about marketers? Are they any different or would they want to know that their product is going ‘the distance’ as well?

Let’s take a quick look at what’s under the hood of marketing’s longest tenured product  – print media. The ignition of a print media campaign is a concept. It is mapped out, conceptualized, visualized and ‘test driven’ multiple times before it hits the production floor. The digital production and physical production usually occur in separate facilities, and in most cases, by different entities. In order for this transition to remain seamless a working knowledge of the inner sanctities of print’s engine are necessary. The print production team puts the final touches on the print chassis, using their experience to ensure that print ably slaloms through a number of tight corners (and deadlines) before reaching its destination. The print producer or manufacturer may also serve as a pitstop, where the product will be packaged and warehoused, until it is finally distributed.  

Once complete, the printed medium rolls of the lot in spectacular fashion - high gloss exterior, variable data transmission, on-board URL and in some cases loaded with optional QR coding. It has been known to turn heads and gape mouths. It builds a lasting impression. The print engine can churn out coast to coast adventures just as easily as it can taxi a short trip across town. It can pile on miles. But like any vehicle it eventually succumbs to wear or breakdown. In some cases it will be lost to accident, in others it will get tossed to a  ‘recycler’, some will be left stranded on the roadside, and others will simply be ‘put on blocks’ indefinitely. So when the end does come how do we prolong the life of this marketing mobile?

Twitterville 500x500
Twitterville 500x500

How do we get more miles out of our print media?

Drive it online.

‘Information Highway’ is a 1TB expressway that started construction in the early 1970’s and has since expanded production to all corners of North America and the world. It blends the speed of the Autobahn with the range of the Trans-Canada highway. The I-HWY offers redline fast, continent to continent travel, via its global transfer stations. It also offers ample exits and rest areas along the way. Examples of common stops along the I-HWY are ‘World Wide Webs’, Twitterville, and Zuckerberg’s which can all be reached by exiting at LinkedIn Park and heading north. The Information Highway is virtually toll free which helps eliminate many of the costs associated with traditional routes. The I-HWY is also open 24/7 which means commuters can ‘test drive’ anytime. Due to the relative ‘newness’ of the I-HWY, print vehicles are subjected to less wear and tear, and seldom require maintenance. The print vehicle can be left for days on the I-HWY without the fear of auto-theft.

The I-HWY is a great destination for all print. It offers cost effective travel with lightning quick acceleration. So the next time you start up your print engine, consider how many miles you want it to travel, and get on the I-HWY with Flip Page.