Print Power is now launched and is active in 14 European countries. Print Power is a new European organisation dedicated to promoting print media through focused and highly effective marketing and advertising messages. The organisation comprises a wide range of companies representing the entire print media value chain – production; distribution; printing; content and delivery. Print Power will benefit from the expert know-how and extensive experience that these companies possess. The campaign will stress Print Media’s unique and exceptional qualities; how the printed word actively triggers the mind and engages the imagination, making a deep impression on readers and building brands. Print Media, in all its forms, ideally complements online media, radio and television and is highly cost-effective in terms of reaching audiences. Print’s ability to engage the full attention of consumers, as opposed to often distractive new media, demands its inclusion in multi-media campaigns.
“This is a really exciting project”, says Martyn Eustace, UK Country Manager. “Print on paper offers real-life experiences to readers. Touching a printed document—feeling it, smelling it—is what reading a magazine or newspaper is all about. Advertisers can expect Print Media to deliver high returns and, with reducing quantities of home mail, a well-produced and carefully targeted mail piece can really stand out”.
Print Power will use adverts, direct mail and a specially produced magazine to inform media buyers and brand owners that advertising in print can be more effective than on television for retailers, whilst catalogues and customer magazines allow brands to engage with customers for long periods of time. Direct mail and door-to-door can also offer impressively high recall and activation rates. During the next few days over 16,000 media buyers, brand owners and key decision makers will receive the launch edition of “Print Power” magazine. The magazine is packed full of informative articles, specially commissioned from leading industry experts.
“In the UK print volumes are suffering.” says Eustace, “This is not happening in all European countries and we can do something about it. It’s our job and responsibility to keep print media firmly on the media buyers’ agenda.”