During a recent trip to New York City, I sat in on apresentation about innovation and creativity in the publishingindustry. Although the media world—and the rest of the world, forthat matter—is becoming increasingly digital, the part of the talkthat intrigued me most was about examples of companies beinginnovative using print.
For example, when recently preparing to re-launch Fanta Orangein a new market, the soft-drink company created an edible adprinted on rice paper that was infused with the new drink formula,giving readers an opportunity to taste something that wouldotherwise be incredibly difficult to describe.
Another company's ad in a music magazine enabled readers tosample various bands' music simply by laying their smartphone onthe printed page. A far cry from the days of long-suffering SamGoody employees peeling off plastic CD wrappers and loading up aDiscman for customers' sampling pleasure.
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Paul Wilson
Paul Wilson is the editor-in-chief of BenefitsPRO Magazine and BenefitsPRO.com. He has covered the insurance industry for more than a decade, including stints at Retirement Advisor Magazine and ProducersWeb.
