Tagged 'print advertising'

Print Is Still a Strong and Viable Ad Medium

Posted by Rob Reif on June 1st, 2011 at 8:09 am

When we hear the words “interactive advertising” we naturally think of the web, whether it’s deployed on mobile phones, tablets or PCs.
That’s why many people in the advertising and marketing industries have to be reminded that print, as in hard-copy newspapers and magazines, was the first interactive medium, and that’s why it’s still a powerful and effective part of any media mix.
Print is also the most sensory medium. Only print can activate each of the five senses and usually more than one of them at a time: Think scented perfume ads, varied paper textures, and embedded sound devices.
Some ads have a real and practical use in and of themselves. For example, back in 1988, several years before the words “internet” and “web” entered the global lexicon,  Spin magazine caused an uproar when, as part of a public-service effort to combat AIDS, each copy of the November issue contained a free condom (donated by Trojan).
Talk about useful, sensory, interactive, and memorable advertising. We don’t need to count the ways.
And as recently as September 2010, a print campaign in Entertainment Weekly touted the remade series Hawaii Five-0 by playing the show’s iconic theme song when the two-page spread was opened.
It’s tempting to... Read more

For Premium Web Publishers: Monetize Through Advertising or Subscriptions?

Posted by Michael Sprouse on March 9th, 2010 at 12:00 am

For anyone who is familiar with online advertising, you no doubt have read stories about how convoluted it is. You might have read stories about CPM's fluctuating, more Web sites and publishers tinkering with a subscription model to offset pressure-packed margins from advertising, or even one story written in Mediaweek on the heels of the Interactive Advertising Bureau's (IAB) Annual Meeting subtitled "Web publishers totally screwed or aren't they?"
For anyone confused with how complex online advertising has become, you can thank the lack of complexity (and effectiveness) from traditional offline media, particularly print. Years ago, if you wanted to run an advertisement in a magazine that you felt fit your demographic, you would reach out to a magazine and they would quote you a price based on a "market-based" CPM. You would negotiate, and then place the advertisement. If a big brand advertiser, you would target high-end and high-cost publishers that fit your clientele and brand image. Direct-response advertisers might instead opt for advertising in a channel with a lower cost, such as Sunday circulars, knowing the campaign's success was based on a quantifiable ROI. The two advertising worlds rarely actually had reason to collide.
Technology, and the growth of the... Read more

Why is Google's multi-channel vision crumbling?

Posted by Mario Sgambelluri on January 22nd, 2009 at 12:00 am

Google announced this week that its print ad program will be shuttered.  The search giant had been quietly establishing AdWords-like programs for print, radio and TV, with the ultimate goal of providing a one-stop shop for buying and tracking ads across multiple channels.  But for the time being, print is no longer a part of that. 
Why did the program fail?  Technology Evangelist speculates newspaper pricing is too irrational for Google bargain hunters.  Kevin Ryan (occasional iMedia contributor and newly appointed CMO for local ad solution provide WebVisible) suggests the idea was simply ahead of its time.  Media buyers just aren’t ready for the auction-based media buying model in all channels, Ryan suggests in a SearchEngineWatch column.
If he's right, the future of Google's TV and radio efforts may be on thin ice.
Another reason Google Print died may have to do with the sheer scope of their effort. According to Google's director of Print Ads, Spencer Spinnell, helping newspapers survive was part of their objective.  "We believe fair and accurate journalism and timely news are critical ingredients to a healthy democracy… we will continue to devote a team of people to look at how we can help newspaper companies."
That's... Read more