Mul­ti­plat­form

The Works - - CONTENTS -

Print and dig­i­tal pro­vide read­ers with choice. Ad­ver­tis­ers can adopt a num­ber of strate­gies to lever­age the char­ac­ter­is­tics of the var­i­ous plat­forms.

Pub­lish­ers’ four-plat­form strat­egy – print, web, smart­phone and tablet – con­tin­ues to demon­strate au­di­ence growth with dig­i­tal num­bers more than mak­ing up for the chal­lenges be­ing con­fronted by print.

This me­dia quar­tet is of­fer­ing more au­di­ence di­ver­sity across de­mo­graph­ics, cul­tural her­itage, pro­fes­sional needs and per­sonal in­ter­ests.

Mul­ti­plat­form de­liv­ery is in­creas­ingly de­liv­er­ing a more per­son­alised ex­pe­ri­ence, pro­vid­ing the op­por­tu­nity for ad­ver­tis­ers to take ad­van­tage of the strengths of each medium.

Print brings read­ers seek­ing con­tent that en­hances their ca­reers and pas­sions, to dis­cover new things and to act on what they read. The new emma En­gage­ment Metric vividly por­trays this.

Tablets add an im­mer­sive and in­ter­ac­tive ex­pe­ri­ence to this thirst for in­for­ma­tion. Web ads al­low for a widescreen ad ex­pe­ri­ence, with mo­bile the pre­ferred de­vice of the un­der 30s.

In the pages that follow, we ex­plore how mar­keters and me­dia buy­ers can lever­age the com­mon­al­i­ties and com­ple­men­tary as­pects of print and dig­i­tal news­pa­per me­dia. The dif­fer­ent plat­forms pro­vide au­di­ences and en­vi­ron­ments to suit many cam­paign ob­jec­tives.

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