The combination of print and digital advertising delivers superior results for advertisers. Hand-in-hand with their evolution to multimedia companies, publishers are re-positioning themselves as a combination of print and digital offerings, taking on agency and media buying roles in the process, according to the International Newsmedia Marketing Association (INMA) ‘Media Outlook 2013’ report.
Three key conclusions are offered:
- News publishers use print and digital as a reach extender, complementary combination, and dimension builder.
- Publishers are selling print and digital advertising as value-added to publisher generated marketing services.
- Combining print’s strengths with digital’s drives ensures creative market adaptability for advertisers.
The report advises that: “The key for publishers is not whether to be digital-first, mobile-first, or print-first in how their news media company approaches the advertising market, but to be consumer first. This drives the advertising community and remains the strategic hinge-point in a highly malleable marketplace in the years ahead.”
Source: International Newsmedia Marketing Association (INMA) / Ads24
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