As a medium, paper can build an emotional relationship with readers and grab attention - both crucial elements for marketers, Paul Kurzeja, UK creative director of Redwood publishing said.
Publishers must utilise the 'unique strengths' of paper, including developing innovative features, such as scratch and sniff, textural, and glow in the dark pages, said Kurzeja.
Such design is not a gimmick but can be used to start a conversation amongst readers that can be spread with new media, he said.
"It's about creating a did-you-see moment. Creating the conversation and letting it go," said Kurzeja.
"It's about using the digital landscape to spread your messages. It's not about controlling the conversation; it's about feeding the conversation."
Applications like Twitter have become the new 'water cooler', he added.
But new media does not make old media obsolete, 'it just frees us up to do what we're good at,' added fellow panelist Andy Cowles, IPC Media's editorial development director.
"We're developing the digital dimensions of our brands as hard and as fast as we can," said Cowles.
The bulk of IPC's magazine revenue still comes from print, but this is being invested in online ventures, he said.
The magazines that survive the current downturn will be those that integrate print and online to make a stronger offering, added John Caris, CEO of printing firm Roto Smeets Group.
"It will take you some time but after several years the traditional publishers will use the creativity and content in both ways - on paper and making the paper more powerful by using the internet, because without that you can't survive," he said.
More coverage of the 37th FIPP World Magazine Congress at this link.
Finance reporter - property
