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38th FIPP World Magazine Congress 2011 turned out to be the best platform for the magazine media industry and it held various interesting sessions. The second session 'Magazine media innovation in a 360 degree environment', was presented by Juan Senor, UK Director, Innovation, UK.

A well known presenter, Jaun quickly grabbed the attention of delegates who remarked that present time demands "content driven innovation". Elaborating on this, he said that in the present times, the iPad is the best innovation. He compared it with a "shovel ware" and said that it could be a second magazine in the near future.

Talking about the advent of tablets and recent technologies, he said, "Life was happier when apple and blackberry were fruits and tweet was just a tweet!" Further he added, "Tablets do represent a second life for magazines but they are a new medium. Digital today is important, yes, but digital alone is not enough. The print has to co-exist with it. Print is alive and it will remain alive." He concluded his speech by saying, "Simplicity is the driver of Innovation” and mentioned Innovation Media's magazine'Innovations in Magazines 2011 World Report’ as a 'Christmas Gift' for the attendees.

Elaborating his ideas further he spoke exclusively to mediamughals.com and shared some quick opinions on the following:

1. 3D & Augmented Reality: 3D is simply a "gimmick" and it should be content driven to make the magazines more appealing and exciting. Augmented Reality has the potential to renew the print industry by adding a digital component that is very user friendly and easily available.

2. Technology and Journalism:"Good Journalism is about good business." Elaborating, he said, "It's about engaging people through the different tools and innovative ideas, so make good use of it."

3. Regenerated Content: Publishers of magazines should look for options that can bring out content from the readers. It establishes a good connection amongst readers and works as a new metric.

4. Apple’s future in danger after Steve Job’s demise? : He knew it, 5 years back, that he will be no more and had already established Apple on top.