Print Power Italy research confirms continued importance of print and paper in Italian media market

 

Submitted by: Print Power 22/01/2014

Print Power Italy

The Case Study

Print Power Italy commissioned Lorien Consulting to carry out research on the Italian market, on stakeholders and influencers, investors, companies and media centers with the goal of mapping the perception and effectiveness of different media, identifying criteria and reasons for communication and marketing planning choices which underline the values linked to printed media.

Results

The research revealed some interesting results:

- 33% of the total communication budget is spent on paper based media (above and below the line)

- 96% of companies use paper in their media mix

- 9% of companies use only paper

- 72% of online newspaper readers read newspapers also on paper

- 69% of online magazine readers read magazines also on paper

- 19% of call to action is from reading newspaper and magazines

- 78% of companies foresee stable investment in print media in the next 12 months


 

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