Held at the prestigious Manila Hotel, the Tinta Print Media Conference 2024, organized by the United Print Media Group of the Philippines (UPMGPhil), brought together media professionals, creative leaders, and businessmen for a transformative day of insights and innovation. With the theme “Driving Truth and Business Impact,” the conference explored the evolving challenges and opportunities shaping the future of print and media in an increasingly digital world.
The day began with a ceremonial ribbon cutting led by UPMGPhil President Barbie L. Atienza, joined by distinguished publishers and members. Angel Guerrero, the conference chairperson, set the tone with a powerful overview that highlighted the event’s aim to empower media practitioners with actionable insights and innovative strategies.
In a speech delivered by PCO Senior Undersecretary Emerald Anne Ridao, representing PCO Acting Secretary Cesar Chavez emphasized the lasting importance of print media. He expressed his privilege to take part in a meaningful discussion about the value of print media in an era dominated by digitalization. Chavez underscored that print media will continue to be relevant in the years and decades ahead. While recognizing the convenience the digital revolution offers in accessing information, he affirmed that this does not make print media obsolete.
A major highlight was the session on Media Data and Consumer Insights, moderated by Marichu Villanueva, Associate Editor of The Philippine Star. The discussion featured industry experts sharing transformative strategies for understanding audience behavior. Martin Peñaflor, Founder and CEO of Tangere, showcased data-driven approaches that enhance audience engagement, while Dr. Guido David, OCTA Research Fellow, provided key insights into shifting media consumption patterns. The lively discussion underscored the importance of using research to guide impactful communication strategies.
The importance of ethical advertising took center stage as Robby Aligada, Executive Director of the Advertising Standards Council (ASC), emphasized self-regulation as a cornerstone for maintaining public trust in media. His talk resonated with the audience, highlighting the delicate balance between creative freedom and responsibility.
Renowned broadcaster and SM Investments consultant Rico Hizon shared an engaging session that detailed how the conglomerate aligns innovation with corporate responsibility. His insights illustrated how forward-thinking communication strategies can position organizations for sustainable success while fostering meaningful connections with stakeholders. He also gave out prizes to the delegates, adding an interactive and rewarding element to his session.
Dante “Klink” Ang II, Secretary of the Commission on Filipinos Overseas, delivered an insightful discussion on the future of traditional print media and the need for business models to adapt to a rapidly changing landscape. He acknowledged the resilience of newspapers, expressing optimism about their ability to withstand the threat of obsolescence.
He further challenged the audience to reflect on the sector’s long-term viability by posing a thought-provoking question: “Yes, newspapers have survived, but are we truly out of the woods?” This statement underscored the ongoing challenges faced by print media, from evolving reader habits to the dominance of digital platforms, and the need for continued innovation to remain relevant in a competitive media landscape.
The battle against misinformation was a key focus of the session led by Aileen Perez, Deputy Head for Social Media at GMA Network. She highlighted the network’s commitment to promoting responsible journalism through its Panata Kontra Fake News initiative, a program designed to educate and empower audiences in discerning credible information from falsehoods.
Perez also addressed the rise of meme journalism, a growing trend where information is packaged in humorous, shareable formats to attract online engagement. While acknowledging its potential to reach wider audiences, she emphasized the importance of balancing entertainment with accuracy and integrity. Her presentation underscored the critical role of media in safeguarding truth, combating the spread of misinformation, and adapting to the changing dynamics of how news is consumed in the digital age.
Thomas Jacob, COO of WAN-IFRA, joined the conference via Zoom from Germany to discuss global trends in news media. His session explored the rise of AI in content creation and the growing importance of audience-driven news models, offering valuable lessons for local media practitioners.
The day concluded with a showcase of the world’s best creative campaigns, presented by David Guerrero, Creative Chairman of BBDO Guerrero. Featuring award-winning works from the Cannes Lions, the session celebrated the enduring power of storytelling and the ability of creative campaigns to drive change and influence perceptions.
Badette M. Cunanan, co-chairperson of the conference, closed the event with a heartfelt message celebrating the collective effort to advance the media and print industries. She emphasized the importance of collaboration in navigating an ever-evolving landscape, expressing optimism about the future of Philippine media.
The Tinta Print Media Conference 2024 concluded with a renewed commitment to shaping the future of media through truth, innovation, and collaboration. The discussions highlighted the importance of adapting to digital transformations while upholding ethical standards and creative excellence. As the industry moves forward, the insights shared at this conference will continue to guide media professionals in driving meaningful change and impact. The event reaffirmed that a united, forward-thinking approach is key to the continued success of the Philippine media landscape.
