Don't Sell Print Short

It's a Jurassic medium, bloggers scoff. But Ad Age checked it out and proclaims: Stop the presses! Print also can be cutting-edge for ads!

By Published on .

The subject of Advertising Age's Innovations in Print Special Report recently came up over lunch with an influential media buyer.

"Print innovations?" the buyer asked. "Did you find any?"

Although he was being obnoxious, he wasn't being facetious exactly. The media world that swirls around print has been marked by so many changes, additions and mutations-often it feels like there's some new offering out there every day-that print can seem to be at a standstill.

Just because consumers can buy episodes of ABC's "Lost" a la carte now, though, doesn't mean publishers aren't innovating, too. Entire companies, like Hachette Filipacchi Media U.S., are making sure their magazines are available digitally through outlets like Zinio. The whole industry is scrambling to develop faster metrics to compete with overnight TV ratings and near-instant Web figures.

Newspapers and magazines are also ferreting out new ways to use their space, different shapes for their products and unusual distribution methods. It doesn't always work, but even failures represent knowledge gained.

It's a good thing, as a certain multimedia maven might say, for advertisers and publishers both to see that print can and does innovate. Ad Age has compiled here a modest showcase to prove it.
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