Magazine article Folio: the Magazine for Magazine Management

Letters

Magazine article Folio: the Magazine for Magazine Management

Letters

Article excerpt

Print Power Prevails

In "Don't Sell Print Against the Web" (June 15, 2001, page 12), Josh Gordon... suggests that selling against the Web is a huge mistake. And while his belief is that print advertising is more valuable in today's economy, not less--guess what? Print has always been more valuable, regardless of economic conditions! [Try to think of any] time in the last several decades when print advertising didn't make a heck of a lot of sense.

Despite what the author suggests, the Web is just another slice of the marketing communications pie. He says that the Web's impact goes beyond marketing communications, and points out that the Web can be any of the following: a vehicle for exposure, its own sales channel, a way to distribute collateral material, a customer service vehicle, a way to offer contests and warranties to customers, a research tool, a way to offer product customization, a tool for implanting customer relationship management, and a tool in building customer loyalty.

Read that list again and think about print ads. Don't these characteristics apply to print ads as well? Good print ads do all of these things; they always have.

Frankly, the article confused me and made me suspect that a lot of the problems we face in publishing and print advertising are of our own making. For example, I suggest that print advertising discussions have always been about what Gordon calls the customer interface. Now, however, that interface includes the "Web experience. …

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