THE United Print Media Group (UPMG), the association of the country’s biggest and most respected newspaper companies, gathered once more to find ways to thrive in the digital age. The event was held at the Manila Hotel last October 9, 2019.
“The UPMG board thought of naming this day as Print Media day because it is a day to express our love and support for print…. Let us prepare ourselves to be challenged, at the same time be excited and be inspired, “ Jay Sarmiento, PrintCon 2019 chairman, UPMG Philippines vice president, shared in her opening address.
Next on stage was Barbie Atienza, UPMG Philippines president, who gave his welcome remarks and introduced the guest of honor.“ “The UPMG mandates upon itself the task of helping our industry and member publication companies, not only to keep our heads above water but to come up with measures that will help us, ourselves-viable, vibrant, and progressive as we march forward our future,” were his words of encouragement.
Manila Mayor Francisco “Isko Moreno” Domagoso was the guest of honor of the event. The good mayor expressed sadness over the passing of Carlos Celdran whom he regarded as someone who has done much to promote the city of Manila.
The mayor cited technology as being a challenge to print media. According to him, anyone can have a space in the virtual world for $2. He gave several examples to prove his point. “ I hope you can think of ways to strengthen and grow your industry,“ he said. To end his speech, he expressed his gratitude for the pleasing image Manila is getting in the news. Afterward, a photo session ensued with the officials and guests of UPMG.
Pichai Chuensuksawadi, former editor in chief of the Bangkok Post, walked to the stage to deliver the first keynote address of the event: Innovation in News Media: Transformations and Business Models. He reported how top print media in Thailand have suffered declines in circulation which eventually led to a halt in print publication, leaving only the online version to continue. The current status of print in Thailand has been described as “trying to do more of the same and expecting a different result.” His two cents’ worth on the matter: Innovation and transformation requires study planning. New business models involve trial and error. Commitment and determination are necessary. Most of all, do not wait until it is too late.
A first panel discussion on the topic of Reimagining the Business of News: A CEO Forum ensued. Among its speakers/panels were Chuensuksawadi, former editor in chief of the Bangkok Post; Atty. Rudyard Arbolado, chief operating officer of Philippine Daily Inquirer; and Angel Guerrero, president and editor in chief of adobo magazine. The moderator for the discussion was Roby Alampay, editor in chief of BusinessWorld Publishing Corp.
Arbolado spoke on the importance of staying relevant in a changing media environment. To answer the challenge, Inquirer has embraced being a multiplatform media network composed of print, mobile, broadcast, out of home and events. It banked on its asset of quality journalism and its combined reached of over 50 million in its divergent media network.
The second keynote address: The Print Evolution: Understanding the News and Information Audience was given by Jay Bautista, managing director for Kantar Media Phils. Through the research Kantar Media made, it was noted that the due to the convenience that mobile phone with Internet offers, Gen Zs and millennials have become more dependent on their device. Gen Zs are busy searching information pertaining to entertainment, lifestyle and sports, while the millennials have widened their scope of interest to include current events, business news and technology. The manner in which they receive the news holds the key in sustaining their attention. Gen Zs and millennials finds the print format a bit hard and boring to read. The advent of fake news has made then turn to TV media outlets and new publishing sites for credible information. Though versed in the used of the Internet, the older set has a thing for print though they most rely on free copies. So how does one bridge the gap? Several solutions were presented—an easier path to access content, providing links to the web site, placing emphasis on pictures as opposed to words, including MS Snackable and cross media.
The second panel discussion, The Print Evolution: Understanding the News and Information Audience, soon took place. The speakers/panels were Bautista, Lucien Dy Tioco, executive vice president of Philstar Media Group; Richard Alarcon, vice president-advertising of Manila Bulletin; Joyce Pañares, news editor of Manila Standard. The moderator for the discussion was Guerrero.
Pañares presented the bitter truth that print media is experiencing. “Print isn’t dead but it is struggling to stay alive,” could not have been more honest. She shared that the average attention span of a human now is down to eight seconds while the average attention span of a goldfish is nine seconds. Print media is not what it used to be due to the digital platforms. There has been a marked shift to multimedia journalism with some tips—use more photos and videos, create content with the potential to become viral, focus on context, democratize the gatekeeper role of media. There is a big opportunity for global newsrooms to step up their game by improving their digital skills. For print to survive disruptions, the ability to quick adapt and innovate remain as crucial factors.
The third panel discussion was on the topic of “Building Collaborations and Partnerships for a Sustainable Future for Print. The speakers/panelists were Chito Maniago, president of PANA; Donald Lim, president of Media Specialist Association of the Philippines; Andy Saracho, president, Public Relations Society of the Philippines; Dennis Perez, president, Internet and Mobile Marketing Association of the Philippines; and Alex Syfu, president, Advertising Agencies Association of the Philippines. The moderator for the discussion was Ricky Alegre, past president of UPMG.
Syfu gave some pointers on how collaborations and partnerships can sustain the future. His four points were: 1) Learn and adapt to global trends and innovations on print media; 2) Respect Digital, Digital will respect you back. Collaborate and Listen. Integrate; 3) Admit the flaws, but do address them. Carefully. Honestly; and 4) Focus on where you are needed the most.
Four award-winning videos that demonstrated the power of print was shown.
After all keynotes address had been said and all the panel discussions done, Congress Resolutions and Ratifications were presented by Badette Cunanan, PrintCon cochairman and UPMG Phils chief of staff. First, UPMG will promote reading with great effort and passion. Second, it will open more avenues new ideas and innovations, more meaningful partnerships, collaborate more and integrate more ( do things collectively). Third, it will explore means of helping (aggregator), and provide a “cleaning house” against fake news and misinformation. Fourth, it will promote awareness and visibility—access for print and online (additive, not displacement). Fifth, it will help develop the school of “new journalism.”