The Evolving Role of Print

The Evolving Role of Print

CEO Kate Faithorn discusses the role of print advertising in a multi-channel campaign.

Print is not so much of a stand alone channel as it once was, but is an important pillar in many integrated campaigns.

The question ‘Is print dead?’ is frequently asked in the media industry and by clients. In short, ‘no’ print is definitely not dead. However, the role of print is changing and evolving in response to the digital age. Print is not so much of a stand alone channel as it once was, but is an important pillar in many integrated campaigns.

A good example of how print can amplify a campaign was seen in the results of a recent survey by Core Logic earlier this year. Core Logic looked at 850,000 house sales across the country and found in the Sydney experience, that when print was used with digital advertising, the average property price was $40,000 more than if only digital advertising was used. Also, the time on the market halved when print was included in the advertising mix.

Understanding the power of different media channels to reach your target market is essential to any successful campaign. This edition of Listening Post looks at integrated campaigns and the different channels to consider from print to new online communications such as content marketing.

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