The Print and iPad Revolution

This report from the ARF Audience Measurement Conference 5.0, written by Geoffrey Precourt, Warc’s U.S.

The Print and iPad Revolution

Geoffrey PrecourtWarc
Conventions - much like magazines - have a considerable lead time. And the problem with both enterprises is that stuff can happen between sign off and public presentation.When the planners for the 2010 Advertising Research Foundation (ARF) put their program to bed, a Wednesday-morning session carried the header "The E-volution of New Print". The related body copy promised "An online experience must evoke an emotion and create an addiction. iPads and other e-readers have propelled 'print' into the 21st century with exciting new ways to surprise and delight readers."The "stuff"...

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