By Kristy Hesom

Industry leaders predict few changes for print, a rise in social media, and the growth of enriched content across multiple platforms.  These trends offer exciting opportunities and challenges for publishers as they adapt to an ever changing world. 

Print is not dead

While many people think that digital advances mean the demise of print, Rapport editor, Waldimar Pelser disagrees: “Print has lost none of its influence, but is becoming more niche”.  This also means that while print is not dead, Pelser believes this will mean smaller circulations figures for print brands, and higher prices. 

Charlene Beukes, general manager at Media 24 Lifestyle, agrees that print isn’t going anywhere, saying that their primary revenue still comes from print magazines, and this will continue, as it offers “a unique advertising environment that has a major influence on purchase behavior”, which in turn provides advertisers with a truly valuable audience. 

Gert Coetzee, editor of Volksblad, says he does not think the digital vs print battle will sort itself out this year: “The way forward, or not, for print newspapers should be clear in about 5 years’ time.”

The rise, rise, rise of Social Media

Social media has been on the rise for a while now, and it doesn’t seem to be going down anytime soon. 

Pelser says we should expect “an explosion in social media use” and Beukes is investing in this trend too. Across their various social media platforms, Media 24 Lifestyle has close to 5.2 million followers, and they intend on growing it: “There is undeniable strength and value in increasing our current audience,” says Beukes. 

Reggy Moalusi, editor in chief of the Daily Sun and the Sunday Sun, agrees, pointing out that “the migration to using the benefits of social media is now seen in most media outlets across South Africa”. 

Enrich yourself for evolution

In order to evolve, publishers need to accept and adapt to the digital age, and one way to best engage with consumers is through enriched content. 
Consumers always want more, says Moalusi, and therefore, publishers “have to start thinking of offering more competitive products that are in line with developments in other technology-advanced countries”.

Which technologies aid enriched content? According to Beukes, video is where to start: “Over the past year, in particular, video moved right to the forefront of both investments and innovation at the larger publishers.” 

“Think Go Pros in more newsrooms,” agrees Moalusi, which directly creates a virtual reality for news publishers and consumers, a trend that is growing across industries. 

The future is bright, regardless of the medium

Although content is moving to a more digital space, tradition is not going completely out the window. Coetzee believes that journalists who create compelling stories are “irreplaceable … regardless of the platform”. 

And Beukes agrees; “Whether it is ink on paper, or pixels on a screen, for content to continue truly connecting and engage, it will always have to be powered by creativity and the narrative, and driven by value.”

Do you work in the media? Do you have any predictions for 2016? Tell us in the comments below.