EDITOR'S notebook

Kliger stressed the importance of convincing media buying agencies—today's new strategists—to commit larger percentages of ad budgets into print. Whereas creative directors at agencies used to dictate how clients' advertising dollars were spent, he says the new paradigm works in favor of print. And recent research, he adds, indicates that the ROI and engagement factors among readers of print are much stronger than other media. With this good news, the printing industry needs to mobilize and spread the word—in a more consistent, unified fashion—about the everlasting power of print.