Print May Be Dead, but ROI Sure Isn't
We've seen the implosion of traditional journalism in 2009. Not the implosion of journalism, mind you, but the implosion of how journalism is paid for and delivered to us.
Marketers are experiencing similar feelings with a new phase in the evolution of print. Early in the decade, they crafted the “multichannel era,” reasoning that the rampant growth in e-commerce sales was because print advertising created demand. Once this fact was proven, direct marketers entrenched themselves in the “multichannel” mantra.