Press must work harder in online world

The article is a review of successful examples of press advertising (all on, seen as working independently and not a mere appendage to a TV campaign.

Press must work harder in online world

Peter Field

Press advertising has been a notable admission so far in this column, and it's not because I believe it is ineffective or 'yesterday's medium' – but there are very few cases where a campaign was led by print and surprisingly few where it was even one of a number of lead media.

Meanwhile, the warc.comarchive is littered with passing mentions of press providing support to other media, especially TV. This is not surprising. The press medium is widely seen as a complement or support to TV. But this leads...

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