Print and Digital Need Not Compete

Print and Digital Need Not Compete

AUGUST 27, 2007

The Web is effective, but some find it intrusive.

The printed word still holds a strong pull for many consumers, according to Deloitte & Touche‘s "State of the Media Democracy" study, conducted by the Harrison Group in March 2007.

Nearly three-quarters of respondents said they would rather read
the printed version of a magazine even if they could get the same
information online.

"Old media is surprisingly resilient," said Deloitte technology
specialist Ed Moran in an interview with eMarketer. "Many people use
magazines to keep up with apparel and other trends. Asked about their
top-five media intentions for the coming year, No. 3 overall was to
read a book."

The preference for print carried over into consumer attitudes
about advertising. More than three-quarters of respondents said they
found Internet advertising to be more intrusive than print ads. Nearly
two-thirds said they paid more attention to ads in print.

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These findings are a strong argument for using several media in
campaigns. However, they are hardly cause for abandoning digital
efforts. For a start, search advertising was more much more effective
than print ads at driving Web site visits.

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Also, print simply doesn’t deliver the same bang for the buck as digital, according to an IntellisurveyRadar Research study commissioned by the Search Engine Marketing Professional Organization.

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Mr. Moran said the overall results of the study emphasized the need for integrated marketing.

"There should be no distinction between online and offline," he
said. "There is no conceptual reason these days why marketers wouldn’t
consider using multiple media with campaigns.

"The idea that one is a threat to another is a knee-jerk reaction," he said.

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