By: E&P Staff At the end of 2008, IFRA published up-to-the-minute reports in its Flashlight series, covering the latest developments in mobile Web and printcasting, and two Special Reports, on the use of video at magazines and newspapers and on newsroom reorganization; a third, "Innovative Advertising," is being completed.
The Flashlight reports are published in the IFRA Magazine and are available as PDF downloads from www.ifra.com/flashlight.
The four-page "Mobile Web -- Putting the web in your readers' pockets" looks at a problem faced by Web designers and content providers in reaching an on-the-go audience -- the Web's vastness and mobile devices' small size.
Also four pages, "Printcasting -- New project boosts niche publishing prospects" considers a technology aimed at bridging the online/offline divide, exploring new publishing sectors (ultra-local news, niche publishing), and making money in the process - all in automated fashion, with comparatively little investment of time and money, advertisers placing their own ads, and content providers getting an fair share of profits.
Three recent, longer Special Reports, free to IFRA members, are now available or being translated before mailing.
"Newspapers go video -- options and opportunities" explores the editorial and advertising opportunities in video content at a time of increasing availability of broadband connections. The report examines various aspects of integrating video activities into newspaper publishing.
"The changing newsroom III: Principles and guidelines for managing change" is the third in a three-part series of research reports giving an overview of the types of editorial change processes that newsrooms undergo today. This last report deals with implementing editorial reorganization, connecting elements of theoretical approaches and basic structures presented in the first report with findings in the second.
"Innovative Advertising" compiles examples of such advertising in an era of constantly increasing media diversity, when, relying on modern production technology and customer-oriented communication, newspapers must offer customers more than advertising space. It also shows the range of current possibilities while offering tips for checking conditions for new types of advertising. "Innovative newspaper advertising can not only be seen, but also smelt, heard, felt, looked through, put up on the wall as a poster and scan[ned] with the mobile camera," according to IFRA.
Two further "Where NEWS?" reports also were published: No. 7, on The Future of Newspaper Printing Technology, and No. 8, on Scenarios of Media Use in Europe and North America in 2017.
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