stay away from print In 2016, advertising expenditure by business and government in newspapers declined by 18%. This is reflective of the decline in circulation and readership. During that same period, expenditure on magazine advertising decreased by 17%. The fact is, advertising expenditure in newspapers and magazines in Australia is in freefall, and with publishers […]

stay away from print In 2016, advertising expenditure by business and government in newspapers declined by 18%. This is reflective of the decline in circulation and readership. During that same period, expenditure on magazine advertising decreased by 17%. The fact is, advertising expenditure in newspapers and magazines in Australia is in freefall, and with publishers being more concerned about decreasing costs than they are about increasing the quality of their product, this decline is likely to accelerate. Without a good product, newspapers have nothing, and few Australian publications can claim to offer a good product. But how effective are newspapers and magazines in terms of impacting decision making? A study in the United States looked at the impact of different modes of communication at different stages in the purchase cycle. Here are the numbers for press advertising: Considering options – 38% Making a final decision – 37% Cross selling –…