At a time when print in under increasing attack from electronic media, it’s vital to make the case for its effectiveness as a communication and media channel. For too long the industry has relied on claims of unsubstantiated benefits for printed material in the face of sophisticated modelling from electronic media. Now Kellie Northwood is preparing to match the other media channels with a new research based strategy on how effective printed catalogues and brochures are in the marketing mix. She speaks with Patrick Howard about the importance of research and positioning print as a media channel.
Source: Print 21