A top media trading executive is predicting a new Golden Age of newspapers at a time when the advertising industry has been beset by digital problems from fake news to brand safety.
Steve Goodman, managing director of print trading at WPP’s GroupM UK, makes his call as across the Atlantic the Association of Magazine Media (MPA) launches a campaign promoting magazines’ credibility and safer ad environments.
Writing in the UK’s business freesheet City AM, Goodman says: “We are in the age of murky, fraudulent online sites and even murkier fake news and poor quality content, and my instinct is that, against that backdrop, newspapers are about to experience a renaissance and perhaps even enter a new golden age.” He bemoans how print advertising’s share of budget is “rapidly diminishing” in an era of multi-channel campaigns, a “huge negative” because print represents a safe harbour for advertisers at a time when many brands have found themselves in uncomfortable online environments.
Planners should consider a more balanced media approach
Goodman urges campaign planners to consider a more balanced media approach with “more consideration given to the print publication institutions, which have a proven long term positive impact on building brand”.
In America, the MPA this month launched a print and digital campaign “Magazine Media. Better. Believe It”, which will run to March 2018 via 123 publications.
“In a media world where three out of four Americans say they have fallen for fake headlines, it is imperative to remind audiences of the tremendous resources that the magazine media industry puts behind its content platforms,” wrote MPA president Linda Thomas Brooks in a LinkedIn post announcing the campaign. “Magazine media content faces intense scrutiny, and in large part that is the secret sauce of these brands.”
People trust print more than social media
It follows recent research in Germany by the Institut für Demoskopie Allensbach, which reported that majority of the population (69%) believe in print media, magazines and newspapers more than social media when confronted with contradictory information.
And a Europe-wide survey conducted last year by the European Broadcasting Union found that across the union, 43% of those surveyed ‘tended to trust’ the printed press, compared to 35% for the internet and just 20% for social media. Trust in the printing press was up by 1% over a five-year period, while faith in information gleaned from the internet and social media had decreased by eight points.
Further evidence comes from MarketingSherpa’s most recent survey into the advertising channels that US consumers trust the most and least when making purchases. Four out of five Americans (82%) said they trusted newspaper and magazine ads. “In fact, there was a clear schism between traditional/offline advertising and digital/online ads,” it noted.