Signs of the Times - April 2014 - (Page 18)
T e c h nology Upd at e
to assess recent, native-advertising
practices. Mary Engle, the FTC's
associate director of the advertisingpractices division, said the agency's
intent was to determine if it should
issue additional guidance that would
help advertisers and publishers
follow legal practices.
Adage.com, reporting on that
meeting, said Bob Garfield, its
former editor, stated native advertising was a violation of the most
basic publishing ethics. He said
publishers are destroying [reader]
trust and will eventually destroy
the media industry.
Sharethrough (San Francisco), an
advertising agency that lauds native
advertising, says native advertising
" ...provides a native monetization
platform to leading publishers that
allows them to generate revenue
in a way that is 'native' to their
user experience, as opposed to
interruptive."
Interruptive?
Sharethrough says outside-the-box
ads are interruptive.
It believes native ads must follow
form and function. They should
"match the visual design of the
experience they live within; look
and feel like natural content; and
behave consistently with the user
experience, and function, just like
natural content."
Meaning, if the native advertising
piece is successful, you won't notice
you're being taken in.
Obviously, many advertisers
(and politicians) will love it, because,
in the stimuli ratings, editorially
written content rates just below
word-of-mouth, which is the top
go-and-buy motivator.
David Franklyn, a professor at
the University of San Francisco
School of Law Research, said most
consumers simply don't care if the
content is paid or unpaid. He said
50% don't even know what the
word "sponsor" means.
The ones who believe the sun
revolves around the Earth. n
ISA Sign Expo 2014 - Making the most of it
By Dean Derhak
Dean Derhak is a product director at
SAi with 17 years' experience in RIP
software, management, marketing, sales
and engineering technologies. Here, Dean
gives some easy, but effective, tips to make your
website win more of today's customers. Reach Dean
at deand@ThinkSAi.com
L
ike most sign and printmakers, you will attend
ISA's Sign Expo 2014 primarily to research - and
perhaps purchase - new equipment and materials.
There, big vendors will display new, next-generation
printers and materials that grab lots of attention,
which could cause you to miss smaller, but important,
business opportunities. Here are three things smart
signshop attendees tell me they'll do at the show -
which may also make your visit more valuable.
First - Check out the latest dynamic-digital-signage
(DS) products. Expectedly, several industry leaders will
introduce new systems specifically for sign and print
businesses to sell. If you haven't considered handling DS,
its great the time to take a serious look. The technology
has so improved that installation and content-management systems are almost turnkey.
Prices on such hardware and software have diminished to a level that will attract your existing signbuying customers. In particular, your restaurant and
retail sign buyers will show interest in systems that
allow them to up-sell products. Even if you don't want
to sell DS, install some in your own shop, to sell your
products.
Second - Visit your signmaking- and RIP-software
vendors' booths, to obtain the latest version. Most
18 SIGNS OF THE TIMES April 2014
vendors have recently released new, competitive-edge
versions that can make your shop more diverse and
profitable. A printer or cutter is only as good as the
software that drives it, and falling behind in software
versions makes you less competitive with shops that
have the software features and fixes.
Also, ISA is the opportune tradeshow to get a
bargain from your software provider. Most have show
promotional discounts, so be sure to ask. Additionally,
if you purchase equipment from a dealer, be sure to
include a latest software upgrade in the deal.
Third - Study new signage applications and consider
investing in one. As your competition and costs increase,
sign and print businesses need to adopt new products
to retain their customers, let alone increase profits.
The most popular print application is vehicle
wraps. However, you'll find other applications to
easily adopt, with less up-front costs. For example,
backlit signage could be your new print-application
offer - if your printer can handle such work. Many
shops have also found new profits in the small-format,
dye-sublimation print applications found at the show.
Think profits - carve out time to look for such new
technologies as DS, sign and RIP software updates,
and increased offerings.
http://www.Adage.com
Table of Contents for the Digital Edition of Signs of the Times - April 2014
Signs of the Times - April 2014
Columns & Departments
Features
ST Update
Technology Update
ISA Sign Expo 2014 – Making the most of it
Vinyl Apps
Strictly Electric
LED Update
Software Update
Technology Review: Roland’s SOLJET Pro 4 XF-640 printer
Technology Review: EFI’s VUTEk GS2000/3250 digital-hybrid printers
Sign Museum News
New Products
The 2014 Intl. Sign Contest
2nd Annual Readers’ Choice Award
For the Record
ISA Expo Adds SEGD Component
Surprising Evidence about Neon’s History
Editorially speaking
Advertising index
Signs of the Times - April 2014
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