In the age of electronic media, and the hype of the blogosphere, you would think magazines are on their proverbial death bed. Not so, according to the Magazine Publishers of America, who want to make sure everyone knows that readership is actually up (although ad revenue is down), and people still want their magazines. i tend to agree, and still believe magazines to be a tremendously viable medium. Moreover, if you incorporate new technology within your ads and make them interactive, you have a much better chance of success. Oh, by the way, that also makes it measurable. How handy!
Imagine if you were able to simply write a product question on a print advertisement and have that message immediately sent to a company? How about writing “buy” on a print ad and having your computer/pen find that item on Amazon.com? This fascinating technology is actually being developed, and has several other handy applications as well. Watch the 3-minute video here:
To capture an important student segment, The University of Phoenix launched a print campaign across several military school publications which had messages in Morse code. very targeted, very engaging, very clever indeed.
Now, I’m not trying to say any ad medium is better than the next. They all have strengths and weaknesses. However, I have been finding myself defending all forms of print media more than ever due to the overwhelming buzz that the Internet has created. Remember, when it comes to building reach quickly, print and broadcast has the Internet beat hands-down. This is a clever idea – use the new media to push out an old message – print advertising works!
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Mar 05 2010
