Print remains viable outlet for marketers, publishers claim

Executives in marketing jobs have been reminded that print magazines remain a viable outlet for advertising, despite figures showing the medium has slightly declined.  

According to a report by marketingweek.co.uk, the latest ABC audit showed total average circulation of print magazines fell 1.4 per cent for the six-months to December, compared to the same period in 2010.

Particularly noteworthy was the decline in women’s lifestyle and magazine category, which fell 1.3 per cent for the second half of 2011.

Marketing director at the Professional Publishers Association James Papworth believes publishers will need to find new ways to draw consumers back to print publications.

He told the news provider: “Publishers are waking up to the fact that they need to build 360 media strategies, with print at the core if they’re to expand the reach of their brands through advertising revenues.”

His sentiments were echoed by managing director of IPC Southbank, Jackie Newcombe, who said the company was working with advertisers on events which consumers are drawn to based on the relationship built through print.

The Co-operative Food is due to launch a print magazine next month in a move aimed at increasing sales.

Posted by Steve Williams

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