Posts Tagged tools

How many tablets can newspapers swallow?

New research from Telsyte tells us that the Australian tablet market, which includes the iPad and Galaxy, could be worth $1.35 billion by 2014. Much of this growth will come from traditional publishers seeking to capture more readerships through the creation of tablet apps. But will avid newspaper and magazine readers be seen to swallow the tablets as vigorously as predicted?

Can the power of digital quickly topple the readership habits of a lifetime?  Time will tell. If it does, the very fabric of our world will be changed forever.

Gone will be:

  • The tabloid torture of the page-turner on a crowded tram.
  • The ink fingerprints on a long black.
  • The Saturday workout of picking up a slab of junk advertising lift -outs.

But there are downsides to this new age. We can’t see many spies in hotel lobbies hiding behind tablets.  What about swatting a fly with an iPad?

Also our furry friends would be denied displaying their loyalty by carrying home the morning paper. Yet, there would be more trees left to keep them happy in other ways. Which begs the question. Is the future so easy to read?

We think not.


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Making a worldwide difference

Recently a new green file format was unveiled – WWF. Simply put, it is a PDF that you can’t print out. By downloading the software, you can convert almost any file to a WWF.

A neat idea, given the huge amounts of paper still being consumed, despite recent efforts to curb paper overuse. Many organisations have adopted a ‘think before you print’ or ‘no email printing’ policies, but those policies don’t definitively stop email printing.

But the real kicker with this idea is the software is a lot more than a resource friendly tool. It’s actually a great example of a brand, creating a movement that could result in significant social change.

Here’s a little history. The WWF software was created by the German branch of the World Wide Fund for Nature (aka the WWF). The group’s vision is “To halt and reverse the destruction of our environment”. Much of their work focuses on the conservation of the world’s biodiversity, particularly forests, so the creation of this software is extremely brand relevant.

To produce a tool that can be so easily downloaded is already a great achievement, and to name it after their brand, will provide excellent exposure. Imagine if just one in every 1000 Australians used it, let alone the world. It would have profound results in changing our paper consumption. Which in turn, would assist in reversing the destruction of our environment. An outcome 100% true to the WWF’s brand vision.

Well done WWF. No “Green Washing” here.

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