Come together

Newly invented media do not replace old ones, but simply converge with them so the traditional forms become used in different ways. Although traditional forms may no longer be dominant means of mass communication, they co-exist with the new technologies.

So said Wolfgang Riepl, the editor-in-chief of the Nürnberger Zeitung in Germany. In 1913, radio, cinema and recorded music were starting to make a mark on consumers. Reipl developed this hypothesis in his dissertation on how news was delivered in ancient communities. To date, “Reipl’s law” is unrefuted.

I think I would have liked Herr Riepl.

In our publication, Print &, Sappi provided insight from a number of research studies on media convergence by exploring consumer behavior, push/pull marketing, augmented reality and the importance of tactile materials in the ongoing effort to engage an audience. What the research shows is that rather than “cannibalize” each other’s audience, print and digital work most effectively when they join forces to deliver the message across platforms. Greater success is achieved when traditional and new media work together.

As Reipl knew, it’s all about convergence. Media convergence should be viewed as a collaboration between the touchpoints of your chosen audience—it’s a kind of cooperation that, I believe, can result in more effective outcomes.

To find out more about the value of media convergence, be inspired by great examples of integrated campaigns and read recent research that continues to support the 1913 Riepl’s Law, visit us here at

Does that make sense?



Print/Creative Manager

As an educator, designer, humanist, and lover of all things graphic art-related, Daniel has been an evangelist for the power of paper and print throughout his 40-year career. As the face of the ETC (education-training-consulting) Group at Sappi Fine Paper North America, he is always ready to share his know-how with designers, printers, paper merchants, and the like.

Daniel has been a popular speaker at ours’ and many other designer events. He’s got a fascinating new story to share about the importance of the sense of touch in our communication efforts. Join us June 9th at the re:think design conference for the full story, and so much more.











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