Printer News

Print in the Mix

Printed Ads Sway 
Shoppers the best

To "determine the relative merits of print vs. digital media in today's retail environment," Nielsen undertook an extensive survey of 11,000 U.S. adults, examining marketing channels and their sway on shoppers.

According to Nielsen's report, "The Evolution of 
Circulars: From Print to Digital, Q4 2011," shoppers, across the board, state that the media sources they most rely on weekly are printed newspapers (69 percent), followed closely by direct mail (67 percent). The only electronic vehicle demonstrating equivalent reach was retailer e-mail (67 percent). Other digital channels' weekly influence lag by double digits.