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.