Print set to bear worst of marketers’ cuts
Marketers are falling out of love with print advertising, a survey by the Australian Financial Review suggests.
The findings come in a survey of marketers published in AFR Boss magazine.
It says that print advertising is the medium that marketers are most likely to say they will be using less in the future. A total of around 32% of respondents said they will use it less than they did last year.
Of 12 marketing options, events and sponsorship is the next most likely to see a decline, with 22% saying they are likely to use it less in the coming year. This was followed by radio with around 21% saying they are likely to use it less next year and TV with around 20%.
The magazine also says that the medium marketers are most likely to say they will be using more in the next year is email marketing, with just over 50% saying they expect to be doing so. Meanwhile print advertising, events & sponsorship and radio are the only three of 12 marketing activities that Australian marketers say they are already using less in 2009 than they did in 2008.
The survey sees the number of marketers who say they use print fall from about 79% to 76%. Events and sponsorship has fallen back from around 75% to just under 70%. And radio fell fractionally to just below 30%.
The biggest growth area was Internet advertising, which saw a rise fron use by about 55% of marketers to around 68%. Usage of social media was not covered in the survey.
And marketers are facing harder economic times, says the magazine, which reports: “Nearly 62% of marketers are coping with less in their budget, a reduction in marketing staff, and have reduced above-the-line spending.”
The survey was based on online interviews with 150 marketing executives.
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