New Media Buyers; Alternative Communication Methods

The new study defines each technology and details the severity of the potential impact . . . too much detail for this article. Available from PRIMIR (www.primir.org), the study provides insightful reading about the environment in which print competes. Suffice it to say that the negative impact from these technologies certainly does not mean that print will “go away,” nor does it mean that print will not grow. Print can continue to grow provided the overall advertising revenue pie of which it is a part continues to grow. A key enabler will also be the role that NPES members play in continuing to develop technologies that minimize the negatives of print discussed early in this article. Finally, we must also better understand print’s dynamic potential within cross-media busi-ness models that are driving many marketing and advertising decisions today. As media buyers are confronted with more choices, it’s more important than ever for our industry to promote the distinct R.O.I. value of print as an advertising and communications vehicle.