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Industry Insight

Going Green Two Sides Fast Fact #15

By Richard Romano
Published: July 16, 2012

WhatTheyThink’s Going Green has joined forces with Two Sides to help address the “perceptions” that paper destroys forests, that electronic media are “greener” than print and paper, and that recycling is the solution to all environmental ills. A recent report commissioned by USA Today’s Travel Media Group found that, among other things, “87% of regular mobile smart phone or tablet users say they appreciate the convenience of receiving USA Today newspaper at their hotel” and “77% of all travelers prefer to have the complimentary hotel newspaper delivered to their room.” Why should you care? Remember, though, that the complimentary printed newspaper complements the Twitter feed, Google news alerts, and other online news sources that travelers probably also read. USA Today (or the Wall Street Journal or New York Times) is a good option for travelers since few are interested on local papers and local news. But at the same time, USA Today is online, and has smartphone and iPad apps. And there are cable news channels, and the proliferation of HDTVs everywhere. This is not to “dis” the printed paper, but as the report indicates, we increasingly travel in multimedia bubbles and our preferences are guided by what is convenient, available, and timely. Sometimes that is the printed paper, sometimes it is not. The lesson for publishers and content creators is to ensure that content is available in all forms that a potential reader may want it. For more Two Sides facts see http://www.twosides.us/mythsandfacts.

Please offer your feedback to Richard. He can be reached at richard@whattheythink.com.



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