Private Frazer’s Doomed Magazines

November 19, 2008

Builder’s cracking

Filed under: B2B magazines,figures — privatefraser @ 12:28 pm
Tags: ,

United Business Media has revealed that print advertising is down by more than 20 per cent in some of the sectors in which it operates. [Press Gazette]

And this wonderful quote:

“Engagement rather than reach is becoming increasingly important as customers focus on outcome-based marketing.”

Translated: advertisers want to pay by results – sales, leads, data – not just have your ad team tell them all about ‘brand awareness’, ‘core market reach’, ‘demographic fit’ etc.

So that’s a big downer on page advertising, but also the lazy web sales: banners at CPM, tenancies and so forth.

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