Stop the Presses!

Chuck Kapelke and Michael Evans

This paper argues it is not true that print media are being driven out by digital. Print remains the number one advertising medium in the world, for reasons including its ability to target to dedicated audiences and achieve engagement, as well as high reach and reputation for integrity.

Stop the Presses!

Chuck Kapelke

Unilever U.S.'s recent campaign for Dove Cream Oil had all the markings of modernity: a website invited users to create and submit a 30-second spot for the body wash, with the winning ad to be broadcast during the Oscars. Yet when it came time to choose a medium to launch the request for submissions, the company's marketers turned to an old standby: magazines.

“We anchored the campaign primarily in entertainment magazines, like People and Entertainment Weekly,to get people to learn about the product,” explains Irene Grieco, senior U.S. lead of...

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