A collaboration of European print companies and organizations will launch a campaign next year that touts the value of print media in an increasingly digital and multimedia world. The Print Power initiative will launch in January and run advertisements in major media publications.
Print Power will also be backed by a fulfillment magazine, a website and even a direct mail campaign.
"Online advertising is growing fast and is now an established part of the mix but if you want to build your brand and really target your customer base, you must ensure that Print Media remains right at the center of your media plan," Martyn Eustace, director of the UK Print Power campaign, told WhatTheyThink. "In all its forms, print really does have an enormous power to engage and communicate."
The campaign is targeting three main groups: brand owners, advertisers and direct marketing agencies. Eustace added that the initiative will show these groups, through a series of case studies and research, that print marketing is an "incredibly effective" marketing and advertising tool.