THE United Print Media Group, Inc. (UPMG, Inc.) and International Association of Business Communicators (IABC) Philippines had an insightful discussion on how print media companies will be able to remain relevant amid rapid digital progress and changing demographics during the UPMG’s 5th General Membership Meeting on June 7 in Makati City.
Guest speaker Ritzi V. Ronquillo, who currently serves as the adviser of IABC Philippines, 2019 Philippine chair of Gold Quill Awards, and vice-chair of IABC Awards Committee for the Gold Quill Awards, pointed out that newspaper companies nowadays must focus on their strengths and opportunities than to pay attention to the threats they are currently experiencing primarily brought by advances in technology.
Ms. Ronquillo said that this time might be the right moment to reflect and transform into something. As part of this transformation, newspaper companies, she noted, have to distinguish their relevance in the community.
A quick survey conducted by Ms. Ronquillo to some of her colleagues – the senior members of IABC Philippines – revealed that news Web sites are their top preferred source of information. This is followed by television and social media which tied at the second spot.
They prefer news Web sites over other mediums as they offer easy access and latest stories, which are free and succinct.
Despite this, the survey also showed that majority of the respondents, or 81.8 percent, still see the relevance of print media today. This is because printed materials feature more comprehensive and in-depth stories, and are less prone to mistakes. The respondents also believe that publishers of the said materials have a longstanding credibility when it comes to reporting information.
During her talk, Ms. Ronquillo also delved into what the future will look like. While some are still coping with the Industry 4.0 – that is, characterized by a fusion of technologies – she said that Industry 5.0 has already started to unfold.
Ms. Ronquillo explained that Industry 5.0 is the revolution in which man and machine reconcile and find ways to work together to improve the means and efficiency of production. She noted that this revolution can be more advantageous to the environment as companies develop systems that run on renewable energy and eliminate waste.
Print media companies, according to Ms. Ronquillo, can consider getting into this thinking as early as now, and transition to a circular economy, an economic system aimed at minimizing waste and making the most of resources. “Consumers now, especially millennials and Gen Z, will support products that are environmentally friendly,” she said.
Meanwhile, IABC Philippines Chairman Joe Zaldarriaga also believes that print media is still relevant today. He said that while technology has shifted the way we do things, this doesn’t mean that print lost its relevance.
“As a communicator, I believe each medium serves a purpose. And if print’s purpose is to be the source of real and unbiased news information, then, there’s no question that the medium will surpass time and technology,” Mr. Zaldarriaga said.
Mr. Zaldarriaga added that print will always be a classic favorite; it is the Frank Sinatra in the world of K-pop (Korean pop), Justin Bieber and Katy Perry.
“People choose to consume print because it fulfills their needs. I have seen and heard so much discussion whether the era of print has ended: No, I don’t think it will,” he added.
To show its appreciation to Ms. Ronquillo and Mr. Zaldarriaga, the UPMG, led by UPMG Vice-President Jay R. Sarmiento and UPMG Director Marvin N. Estigoy, gave them certificates of appreciation.
This was followed by a photo opportunity where some members of UPMG and IABC struck a “kapit-bisig” pose, signifying its strong relationship toward achieving a common goal: the continuous development and pursuit of excellence in the field of communication.
The 5th General Membership Meeting of UPMG was hosted by Business Mirror and Pilipino Mirror, and sponsored by IABC Philippines./PN
