Successfully Blending Online and Print Media

Tuesday, June 15, 2010

Last week at Engage!10, Rebecca Grinnals debuted the preview video (seen below) that Cloud Nine Creative produced for the upcoming issue of WedLuxe magazine, Canada's luxury wedding magazine.

I'll be the first to admit that weddings leave me a bit jaded at times . . . and from recent conversations with many others in the bridal industry, I know I'm not the only one. One ballroom starts to look like another, chiavari chairs all blur together, and the stylized shoots featuring suitcases stacked as a guest book table make the blogs look all the same rather than as separate entities. This video however reminded me of the aspirational aspect of weddings and what print magazines can do to deliver that magic in a way that social media hasn't quite yet managed to capture.

I don't believe that print is dead. TV didn't replace radio and blogs won't replace everything print. I do believe however, that just as radio had to adjust and do things very differently once television came along, the same will hold true for print and online. Magazines can't continue to run the way they always have and bloggers cannot be arrogant enough to believe that they hold the golden ticket to the future (I'd like to see a wedding blog try commanding and getting a $45,000 online advertisement - not going to happen).

What WedLuxe has so brilliantly done is blended online video with a print product. And as a promo for their magazine, it makes me want to pick up the next issue and flip through its glossy pages in a way that I've never wanted to click through a website. I'm betting that if it has that effect on my somewhat-jaded-towards-weddings-because-I-work-with-them-daily self, then it will definitely be a delightful part of a bride's wedding planning process.

Here's the video, enjoy!

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