Young adults (18-34 years) are considered to be migrating or often ignoring print channels such as newspapers and magazines. However that view might be a bit biased as recent research in Canada shows.
Books have become part of the advertising activities for two fashion brands, Ralph Lauren (USA) and Etam (France). Ralph Lauren launched its Children's Literacy Program including a Literacy Capsule Collection of children clothes.
A study commissioned by Le Syndicat de la Presse Sociale (SPS) and handled by the French research group Seprem, confirms what we know. Print is used by the majority (59%) of the French when the content needs thorough understanding. Whereas online channels are used for the quick and fast access of facts (75%).
How to know what competitive brands are advertising? How to get inspired? How to identify trends? How to get a view of what's happening abroad? Christian Lürzer didn't have an answer to these questions 30 years ago.
For consumers, reading on screen and reading on paper require different cognitive skills that could mean the difference between understanding your message and ignoring it completely. So why do we react differently when reading print compared to digital?
The relationship readers have with their newpapers is often longer than with their partner. Abba Newbery (News UK Commercial) told the audience at WAN-IFRA's World Advertising Forum that readers of The Times in the UK, on average, have an ongoing relationship with the newspaper for 20 years, which is longer than the average marriage in the UK (about12 years).
To many people pricing is not the most exciting P of the marketing mix, however pricing is getting increasingly important for newspapers and magazines. The pricing experiment with beer demonstrates the value of the most profitable price level.
“How sexy is print? It’s so unsexy you can hardly talk about it,” said Staffan Hultén, Vice President and Founder, RAM Research and Analysis of Media, Sweden. Yet as his presentation made clear, print is still an incredibly effective advertising medium.
With any major change in technology questions are asked about the speed of change and the impact on the existing technology. As with the introduction of television and its impact on cinema, or of the impact of CD's on vinyl, today's discussion about paper vs e-books is hot.
Consumers' media consumption behaviour is changing dramatically. Figures from the USA show that we're spending 90 min more per day with media than five years ago. US consumers now spent 12 hours and 14 minutes with digital, print, TV and radio.