Print plus sound = double impressions

The biggest change I’ve seen in the last seven years – for both magazines and newspapers – is the growth of online editions.

Online editions, I feel, require a slightly different approach. My prediction is that stories will gradually become more condensed to meet the demands of these readers.     

Another change: Online media allows links to audio and video. I already record lots of one-minute sound ads for magazine publishers. The publication can offer these messages to clients (a) as a stand-alone radio-style ad message or (b) as a value-added premium.

Either way, the goal is to generate additional response to each story or ad. Reaching not only the eyes — but also the ears — can double the potential for memorability.  

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Rix Quinn

Rix Quinn is a former magazine editor and now a syndicated columnist for over 100 weekly newspapers. He holds degrees from Texas Christian University and California State University.

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