Why Marketers Can’t Count Out Print in 2018
Media pundits like to claim that the magazine industry is failing and that print is an antiquated medium. True or not, the “print is dead” drumbeat inevitably taints the perception media buyers have of print as a viable marketing mechanism. Linda Thomas Brooks, president and CEO of the Association of Magazine Media (MPA), argues that this tired rhetoric glosses over the reality, which is that print is one of the most effective ways to deeply engage consumers, build brand awareness, and sell products. During a presentation at DigiPub: Harnessing the Power of Data-Driven Print in November, Brooks shared third-party research on printed magazines, which reveal an alternative narrative. “We learned that magazine media works because it builds brand and sells product at the same time,” said Brooks.