Print Power

Agenda
- September 15-18, 2009
  Congress 2009 - Montreux
- September 16, 2009
  EACA Euro Effies Awards Gala - Brussels
Complete Agenda

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	News	June 25th, 2009
	More reasons to include print in any media mix
	Ron Singer pointed out to me a very interesting article in Folio Magazine by David Mammano. Mammano addresses 10 reasons why print should be part of the media mix. You can read the full article here. I want to highlight one of those reasons that is becoming increasingly important in our hectic world: Print readers are focused. When reading a magazine, newspaper or direct mail it is hard to engage in another medium. Read more ›
	by print power	No Comments

	Cases, News	June 25th, 2009
	Personalised advertisements tested
	German Sacristan from Kodak provided me with an successful case of Hansaprint using personalised magazine covers and advertisements. This case was a PODi Award winner. PODi is the Digital Printing Initiative, more cases can be found on www.podi.org/casestudy. Please click on the link below to read the entire case. PODi Hansaprint
	by print power	No Comments

	News	June 25th, 2009
	Sir Martin Sorrell: agencies pay lip service to environmental concerns
	Sir Martin Sorrell, Chief Executive of the WPP advertising group, recently spoke at a luncheon hosted by the British Chamber of Commerce in Brussels. Mr. Sorrell addressed the issue of the current economic climate and said that he considers the general outlook for Western European economies to be very bleak, believing that politicians lack the basic will to get things done. “They are just there to get themselves reelected,” he noted. Read more ›
	by print power	No Comments

	Print Promotion	June 9th, 2009
	Paper’s underestimated qualities
	Paper quality plays an important role in the perception of a direct mail piece, magazine or internal newsletter. The feel of “Wired” magazine, for example, or the smooth aspect of a brochure, underlines the quality of the message and the brand. Paper manufacturers work hard to produce distinctive papers as almost every magazine wants its own unique paper. It seems, however, that marketers and advertising agencies do not attach as much importance to it. In this respect, it would be very interesting to understand the role of paper in, for example. the response rate of a direct mail piece. In France, Spain and Portugal three websites are promoting the role of paper as a distinctive medium. Le papier, Gracias papel and Celpa tell the story of paper from different perspectives.
	by print power	No Comments

	News, Print Promotion	June 9th, 2009
	Newspapers offensive
	The Newspaper Association of America (NAA) recently published an ad in the New York Times addressing 7 myths about the newspaper industry. These are the myths: No one reads newspapers anymore, young people no longer read newspapers, newspaper readership is tanking, many newspapers are going out of business, newspaper advertising doesn’t work, there are no creative options in newspapers and if newspapers close, you will still be able to get news from other sources. The ad, that has the form of a letter from the President of the NAA, was run for free in the NYT. The closing sentence of the ad says: This is not a portrait of a dying industry. It’s illustrative of transformation. Newspapers are reinventing themselves to focus on serving distinct audiences with a variety of products, and delivering those audiences effectively to advertisers across media channels. The initiative demonstrates the role the media have to play in correcting current misperceptions, among marketers and agencies, about the future of print media.
	by print power	No Comments

	News	June 9th, 2009
	Direct mail seminar in Cannes
	“What we know and why it matters” is the title of a FEDMA seminar at the Cannes Advertising Festival. Times are tough. The economy is in crisis and everyone is feeling the pain. As usual, marketing is one of the first places to get hit. Budgets get slashed and teams reduced, but everyone is still expected to deliver brilliant results that drive sales in an impossible market. Read more ›
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	Research	June 9th, 2009
	Online measurability expectations not delivered
	Adage, the marketing and advertising trade magazine, published an interesting view on the quality of testing online campaigns. Despite the increased technological possibilities the Internet offers, marketers often cannot deliver the results of online campaigns for various reasons. The article refers to the evolution of FMCG advertising campaigns being evaluated by sales and direct marketing campaigns effectiveness being measured via ROI. The online campaigns, however, cannot bridge the results of, for example, the number of viewers of a landing page and business metrics. With accountability even more important in poor economic times, marketers might consider more seriously media choices that deliver proven results.
	by print power	No Comments

	News	June 9th, 2009
	Dr. Diane Rinas (DHL) awarded the FEDMA & Holmen Paper Direct Marketer of the Year.
	At the NextMarketing Conference, Dr. Rinas, was awarded for the first time the title Direct Marketer of the year. She received this award because of “her consistently high performance in the planning and implementation of international direct marketing campaigns”. She has established a strong profile for the DHL Global Mail service by creating a strategic focus on direct mail.
	by print power	No Comments

	Effectiveness, News, Print Promotion	June 9th, 2009
	German Pro-print campaign: reading makes you happy
	The German Print Wirkt campaign (Print Works), has published a 52-page booklet presenting the value of magazine advertising. The arguments for this almost 350 year old medium are convincing for marketers and advertisers: 1. Print is a mass medium, 2. Print is a targeted medium, 3. Print equals paid content, 4. Print is an authority, 5. Print is mobile, 6. Print is intensive and 7. Print Works. Read more ›
	by print power	No Comments

	News	June 4th, 2009
	Marilyn Monroe promotes Belgian Post
	The Belgian Post has just launched the “No campaign without direct mail” campaign. The initiative uses icons such as Marilyn Monroe and Charlie Chaplin to demonstrate that even these great figures also needed the billowing white dress or the bowler hat to boost their impact. That is exactly what direct mail does to existing campaigns: it involves consumers 6-8 times more than any other medium and therefore generates a higher ROI. Read more ›
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