Do print ads wear out?

In this paper, ZenithOptimedia's Andrew Green assesses the effectiveness of long-term advertising in the printed media.

Do print ads wear out?

Andrew GreenZenith Optimedia

Thousands of brands, new and old, compete daily for the attention of consumers, through all forms of media. Newspapers and magazines, in their quest to build and entrench their brands, have been getting thicker and heavier over recent years, offering extra pages, sections, supplements and even DVDs to attract readers. More to read – but also more to skim over and forget.

Because print media are actively and selectively consumed to a greater extent than audio-visual media, print ads have to earn readers' time and attention – turning the page is...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands