Interesting experiment what the market leader daily newspaper in Tokyo city developed. They invented a new application as a “generation translator”, what helps to Y and Z generation to understand the “traditional media” – newspapers.
They expect from these application to teach the digital generation to use, read print issue in the future.
The application as invented in corporation with Dentsu advertising company as an augmented-reality application and it is translate the newspaper content into kid-friendly content. When app users hold their smartphone over the newspaper pages, the articles become animated with cartoon characters, pop-up headlines, and commentaries.
Hayashi – creative director Dentsu – said the app has received positive feedback locally and internationally. “The Tokyo Shimbun readers who have children or grandchildren are saying, ‘The newspaper turned into an educational tool for my children,’ and ‘It’s good that children get to become familiar with newspapers’ … this AR service has received huge attention from media from around the world, and we think that we succeeded in conveying the Tokyo Shimbun’s innovative spirit through this campaign.”
Advertisers are also utilizing this app. “In the October 20 edition, we created four ad spaces in addition to the kids’ articles with the AR feature,” Hayashi said. “These ad spaces drew interest among many advertisers, and this initiative seems to be quite a promising new move for the Tokyo Shimbun’s advertising department.” A promotional video has been viewed more than 50,000 times on YouTube.
As a result of aging society the newspapers also use their social linguistic tools to keep the readers, but still the shrinking market challenge the publishing houses to get new readers from younger generation.
The 88 percent of households belongs to daily reader family, and more than two daily newspaper are subscribed in each household.
But the readership figures declining and the social demographic figures shows “black future” that is why the publishers has to find gateway to the new generation.
“I personally feel that the print media companies will be looking into the possibility of utilizing AR technology so that it can deliver a more practical and concrete service, rather than continuing to pursue its entertainment element,” Hayashi said. “There ought to be a fresh dimension in applying AR that will be unique to the newspaper medium. I believe the answer will eventually lead to the creation of new added value for the newspaper medium and to a new generation of newspaper fans.”
The main question is still open. The growing up generation will be familiar with paper, or they will use the screen to use the printed newspaper, with additional features?