Page 22 - BOSS Today Issue 5

Campaign update

THE

POWER

OF

PAPER

Martyn Eustace asks whether the industry is doing enough to
promote the benefits of print

here is common the industry’s sustainability, will tell those whose decision such an intimate connection
agreement that the is soon to be joined by ‘Print it is to choose media channels with the reader?
Toffice supplies and Power’, which will promote the that print media is effective – Two Sides will continue to
stationery industry has not yet effectiveness of print media. and produces an impressive inform about print media’s
communicated the case for Print has a fantastically ROI. environmental sustainability.
print media to today’s fast- strong case in a multi media A recent survey by Brand In a recent survey, 80 per cent
changing world. If the industry world. The Print Power Media reported that print of media buyers admitted that
wants to ensure that the campaign will focus on the advertising can be nearly three the environment plays a part in
positive aspects of print media clear ability of print to inform times more cost-effective their print-buying decisions. It’s
are given the prominence they and persuade; achieving more than online advertising. IKEA’s therefore vital to get the facts
deserve, it’s time to get stuck in immediate and long-lasting catalogue run, over 190 across.
and make sure that our voice is results for stretched marketing million copies in 24 languages, For a long time now,
heard. budgets. Through targeted demonstrates the power of the industry has tolerated
‘Two Sides’, the campaign advertising as part of a multi print media. What else makes misinformation about its
which sets out the facts about media campaign, Print Power browsing so easy, or establishes environmental record without

22 BOSS TODAY | October 2010

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