Advertisers Say Print Can Do Better Job Selling Against Other Media

Sixty-seven percent of marketers surveyed by The Association of National Advertisers (ANA) indicate that newspapers and magazines could do a better job of selling itself against other media, especially television. These and other findings from the ANA survey were released today during the organization?s annual Print Advertising Forum at The Plaza hotel in New York.

The ANA survey also identified what marketers feel are the greatest threats to newspapers and magazines. The top three included: the Internet as an alternative source of information, the decline of audience and circulation numbers, and the overall clutter of advertising.

"These findings echo recently published data that indicate television advertising is not very effective for certain types of brands," said Bob Liodice, President and CEO of the ANA. "Taken together, they demonstrate there?s a clear opportunity for newspapers and magazines to deliver more effective metrics to better understand print audiences, readership and its impact on ROI."

The research also revealed that 52% of respondents believe their overall advertising budgets will increase this year. Drilling down further, 42% of respondents felt they would be increasing their magazine advertising budgets, while 22% will be decreasing spending in the area of newspaper advertising.
In addition, the ANA survey revealed that:

• 66% of marketers disagree/strongly disagree that there should be an upfront market for print advertising, but:
• 59% agree/strongly agree that early commitment of budgets should be rewarded with more favorable pricing.
• 50% of marketers agree/strongly agree that indecency is just as much a problem for print advertising as it is for broadcast
• 57% of marketers agree or strongly agree that product placement/branded entertainment is an opportunity for advertisers in print