10 July 2012
Print still important part of media mix, says magazine association
LONDON, ENGLAND—Magazine World, published by FIPP (the worldwide magazine media association), makes a case in its latest edition that print magazines are still an important part of the overall media mix.

The London, U.K. publication ran a feature about how advertisers still love magazine media, which states a poll by U.K. media company C Squared of 100 chief marketing officers from big-name companies including Coca-Cola, Pepsi and Unilever vastly disagreed (94 percent) when asked if print is dead. "Advertisers and brands think that print is still valuable," it reads.

You can read the full article here.

Meanwhile, FIPP plans to release its Proof of Performance (POP) report on magazine advertising in mid-July and its author, Guy Consterdine, says in the Magazine World article, "Print magazines are an active medium as they call for the reader's participation, with the reader in full control of decision-making about what and how to read and for how long."
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