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Advertising in Print Still Delivers Excellent ROI

24 Mar 2014

GroupM chairman John Steedman, is actively encouraging his clients to take a fresh look at newspapers and magazines, arguing print remains a strong avenue for advertising.


Print, he says, remains a targeted, high impact medium - especially for brands in the financial services and retail spaces.


As reported in Pro Print Steedman stated that advertisers have been moving away from print faster than readership, and while circulation figures are falling the negativity around print has been overcooked.


Steedman blames the ‘digital hype', as well as a lack of unity among publishers in backing the power of their medium.


Last year the industry launched its Emma metric, a readership survey that tracks eyeballs across print and digital content to create a more enticing proposition for buyers; though this is still being stacked up against Roy Morgan's more established research reports.


To read the full ProPrint article click here.



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