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News Stories Underscore Today’s Media Shift and The Need for Action by Print CEOs

Procter & Gamble, tablet computing, and the S&P 499... Dr. Joe ties them all together and comes up with urgency and entrepreneurship and something about backbones. He even includes one of those really cluttered charts that he's famous for. It's just another Dr. Joe column, but this one might rattle the common wisdom when it doesn't want to be rattled... again.

Monday, February 20, 2012

Over the past couple of weeks, some news stories caught my eye that were more important to our industry than most realize.

P&G Emphasizes the Low Cost & Success of Social Media

The CEO of Procter & Gamble made headlines with a desire to cut its $10 billion ad budget with a comment about media that rattled the advertising world. He said, “With things like Facebook and Google and others, we find that the return on investment of the advertising, when properly designed, when the big idea is there, can be much more efficient. One example is our Old Spice campaign, where we had 1.8 billion free impressions.” The words became a bit distorted indicating that “social media is free,” which of course it is not, but each additional impression reaches the “free” stage very quickly in digital media.


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About Dr. Joe Webb

Dr. Joe Webb is one of the graphic arts industry's best-known consultants, forecasters, and commentators. He is the director of WhatTheyThink's Economics and Research Center.

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