The Big Picture: Print

Examines the adspend outlook for print media, taking into account the big picture view.
  • The shrinking size of the print ad market reveals that many marketers are shifting investment away from news and magazine media, but remaining players may benefit from reduced clutter.
  • New research by Peter Field and Newsworks found that newsbrand advertising has a big effect on profitability and contribution to market share growth, and that this effect rocketed after 2016, due to their perceived trustworthiness.
  • Print remains a mass media, for now, but appears midway through a transition towards being dominated by digital format consumption, especially in North America and Europe....

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Insights Team
Bray Leino

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