P&G exec challenges print media

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Print media must provide more detailed audience measurements and create more synergies with other outlets to remain competitive, Procter & Gamble Co. Senior VP-Global Marketing Robert Wehling said today at a luncheon held by the Chicago Magazine Association. While noting that P&G's print spending has grown by a third since 1996, Mr. Wehling said the magazine industry faces four key challenges. To remain competitive in the future, print media must: measure print's contribution to short-term sales; deepen research into audience accumulation; demonstrate how print can work with instead of against other media; and find ways to work with the Internet.

Copyright February 1999, Crain Communications Inc.

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