Media Week: Plenty of Evidence Print Remains Strong
There’s plenty of evidence that the print media business, with scale and unique engagement, remains strong and media agencies could be guilty of ignoring the power of print, an article in Media Week today argues.
The piece notes that the industry remains strong, citing examples of innovation from within the sector.
The article says: “James Wildman, the chief revenue officer at Trinity Mirror, warned in Campaign two weeks ago that media agencies don’t think that the medium is sexy any more. He claimed that the industry is suffering from “printism”.
“There’s plenty of evidence that the business, with scale and unique engagement, remains strong. As Sue Todd, the chief executive of the magazine trade body Magnetic, says: “UK adults spent over £1.2 billion on print magazine media in the first six months of the year and the time spent is still significant at an average of 50 minutes per issue.”
“Long-awaited consolidation in both newspapers and magazines is under way, with Trinity Mirror’s £220 million acquisition of the regional group Local World due to be ratified on Friday. And, as The Week Junior prepares to launch, print magazine media is also innovating.
“Yes, fewer people are picking up some paid-for titles, but free, ad-funded print media is thriving and the growth of online and social reach means brands are reaching more people than ever.”