JOE DUNCAN Q&A — Outside Looking In

PI: What role will print increasingly play as part of an overall communications campaign?

DUNCAN: We believe that the ability to measure the effectiveness of any tactic—not just print—is going to be the barometer that impacts how marketers are going to allocate their dollars going forward. The ability to target printed communications in a market-responsive window is going to be a large part of the message to the customer.