New York—Advertisers discussed the state of print advertising at the Association of National Advertisers Print Advertising Forum, which kicked off June 16 at the Grand Hyatt in New York.
"To maximize their investment in print media, marketers desire an array of measurement enhancements," said Mark Kaline, global media manager at Ford Motor Co. and chairman of the ANA Print Advertising Committee, in a keynote speech.
"These include issue-specific circulation data, cumulative information that clearly shows how a magazine’s audience builds over time and reader involvement insights that increase understanding of consumer behavior patterns," Kaline said.
Robert Liodice, president-CEO of the ANA, who presented the keynote with Kaline, said, "Marketers will always have an affinity for print advertising. It’s one of our most valuable targeting and reach-extending media."
However, he added, Marketers need print publishers to elevate their attention to marketing accountability right now.
Kaline and Liodice gave the print industry several calls to action, including: Help marketers understand print’s cause and effect contribution to generating results and building brands long term; provide issue-specific circulation and cumulative data that show how an audience builds over time; and provide reader involvement insights that help marketers understand the unique connections publications have with readers.