Submitted by: Ulbe Jelluma 30/10/2016
The Pendulum is moving back to increased interest in print media. We've written recently about this so-called phase three in the choice and budget allocation of digital media and print media. After the initial phase of testing of digital media, the phase of Digital First, we've now come to a phase of re-evaluating print again as an effective channel in the media mix. This article shows four more developments underlining this phase three.
First: for a while trade magazine have been describing print as follows: "At the same time as they’re buying views online blind, advertisers are abandoning a medium that has been proven to be effective. Tesco has cut its print adspend by 85% this year despite studies showing that the channel can almost triple the effectiveness of retail campaigns." This is a quote from Maisie McGabe - acting UK editor of Campaign (UK). In context of the need for independent evaluation of the audience measurement of Google and Facebook, this quote demonstrates the continued value of print media.
Secondly: at the Festival of Marketing Conference in London, Sir Martin Sorrell also discussed this flaw in measurement. With a huge investment in Google, WPP invested £5,6 billion (£4 billion in 2015) advertising, Sorrell has a strong position. On the effectiveness of Facebook video, he said: "Facebook can't really claim that a three-second view when 50% of the time the sound is off is the same as 15-second, a 30-second, a 60-second TV ad or someone reading a The Times for 40 minutes". He also expects that WPP's media spend will be 100% digital, meaning that brands need to stop differentiating between digital and analogue, which he calls an "artificial distinction".
Keith Weed, the Chief Marketing and Communications Officer at Unilever agrees and speaks about marketing in a digital world instead of differentiating digital and analogue. His perspective on the lack of objective measurement has also to do with the lack of knowledge of marketers of digital developments. An important group of marketers belong to the group called "the lost generation", people in their 30s and early 40's who don't yet have grown up children who are digital natives and weren't digital natives themselves. "These people are leading so many of our brands and businesses, and they're bluffing too much about digital from what they read in the Financial Times or Marketing Week."
And finally. agencies also invest again in print. JWT, a global agency with 200 offices in 90 countries, launched Glass a magazine that "would present the information in a way that more brands and consumers could actually understand - in a women's print magazine". The magazine is created for current and potential clients with digestible stories - from the benefits of co-working spaces to the evolving luxury landscape - that theoretically will help brands and the agency to create more effective marketing campaigns. A US agency Huge also launched its own magazine called Magenta.
R/GA invests in a print and digital publication called FutureVision. A magazine to inform employees and clients about the latest trends and technology. The print magazine will also be used as a tool for the agency during pitches and strategy meetings with clients.
The benefits for agencies are high, presenting itself towards prospect with a high-end publication - JWT works together with Getty Images for its publication - but also towards new talent, own staff and current clients. A printed publication that lands with regular intervals on the desks of the audience will have its impact.