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.