Where do brands go in a crisis? To print, of course
What do Facebook and KFC have in common? They both turned to print in a crisis. Here, Snap printing CEO Peter Sinodinos unpicks why a more traditional approach is often utilised in times of need.
The decline in print advertising spend has been well documented, and 2017 was a particularly bad year for newspaper and magazine bookings – according to recent Standard Media Index (SMI) figures, media agency spend fell 22.3% across newspapers and 20.8% across magazines.
This is a trend that’s been evident for some time – print advertising spend was $367.1m in the final quarter of 2017, down from $433m in the final quarter of 2016.
But it’s not all doom and gloom. Print still can make an impact, and we are increasingly seeing big brands choose traditional media over online outlets when they are looking to get a sincere message out there.
I suspect Peter has a blue car, and only notices blue cars on the road. In all the examples that are cited, the aforementioned organizations also took out advertorial space online. And the line “print continues to be regarded as a credible and trustworthy source of information” . . . is this in jest?
Where do consumers go in a crisis? Social media, where they can broadcast their opinion and potentially get an answer from the brand.
Hi I suspect you read dick Smith’s comments from last week. Where he said exactly the same thing.