Marketing Leaders
Speak out on the
Future of Print
“Integration is crucial today. Our clients are looking for cross-platform solutions that leverage technology, the printed page and a strong magazine brand. As consumers’ media habits are rapidly changing, so is our approach to planning and buying.
We rely on the delivery and engagement of traditional printed magazines, but we are equally interested in reaching consumers using many of the digitally driven platforms that most publishers are now embracing.
While traditional metrics like cost efficiency, circulation and audience reach remain important, the bottom line effectiveness of the campaign is paramount to achieving the business objectives of our clients.”
Carolyn Dubi
Senior Vice President
Director Print Initiative
“This is a pivotal time for the print industry. Faced with a number of obvious challenges, the constant evolution of technology is providing many opportunities for publishers to transform the way they do business and excel by leveraging the solid foundation of their magazines’ brand equity.
At DraftFCB, we are committed to providing innovative solutions for our clients that transcend traditional media planning and buying approaches. We are exploring and embracing many of the new digital platforms that magazines are employing to reach consumers and extend the impact of their brands - these integrated solutions can help to achieve our clients’ advertising objectives, but only when executed properly.
As part of our overall print strategy, we have integrated Affinity’s research into our process. Not only for syndicated VISTA benchmarks of our campaigns’ in market performance, but to highlight enterprise learning across all efforts and for a variety of custom approaches to our print research needs as well.”
Shannon Von Hassel
Senior Vice President
Group Media Director DraftFCB
“There has never been a more exciting time in publishing. Technology lets us leverage content that consumers trust and love, while offering new ways to connect with them in a more timely, interesting and interactive manner.
Also, data brings opportunities to build communities around passion points, rather than just magazine or newspaper titles, and curate a richer experience, serving it up directly to a device of choice whether it be laptop, mobile, iPad or eReader.
Think of print editions as the heart of your brand, the new technology, the soul, giving consumers the opportunity to personalize the experience and make it their own.”
Robin Steinberg
Senior Vice President
Print Investment & Activation Director MediaVest USA
“At Starcom, we strive to understand consumers’ complete publishing brand experience, and as digital technologies have expanded those experiences beyond the printed page, marketers need data and intelligence to assess readers’ new relationships with titles. Publishers are putting their content everywhere from a digital perspective.
Affinity’s AMS e-Readership Survey provides another layer of accountability that will enable Starcom to plan and buy cross-platform campaigns that are crucial to our clients’ success, and develop a multifaceted understanding of peoples’ experiences with digital magazine campaigns.
This is something that is going to really help me understand the consumer experience, by publishing brand, across all platforms. Initially, it could benefit new channels, but depending on what the data say, it could give some more good news to traditional print as well - It could work for all extensions.”
Brenda White
Senior Vice President
Publishing Activation Director Starcom USA
