Friday, September 30, 2005
US: Print advertising is not dying
Print as an advertising medium "cannot yet be put out to pasture", concluded a majority of five panelists at the Print Forecast panel in Manhattan on Monday, reports MediaDailyNews. Jason Klein, president and CEO of the Newspaper National Network (NNN) said, "The trends are not exactly what we would like, but I think the reports of print's death are greatly exaggerated." He also pointed to the NNN's recent study that showed newspapers are "the engagement media" and therefore attractive to advertisers (see former posting).
However, Charlie Rutman, CEO of Media Planning Group (MPG) North America, countered, "Dying may be a little extreme, but the medium is definitely on a resuscitator." Pointing to recent scandals regarding cirulation controversies and weak numbers he said, "once burned, twice shy. It's happened too often - clients are nervous, we're nervous."
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