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Still Puzzled Over Print?


Jan 0001
JUSTINE MURPHY, SENIOR EDITOR, justine.murphy@photonics.com

Jul. 1, 2015 —
Still Puzzled Over Print
Chances are, you already know where Photonics Media stands on the power of print. We certainly don’t shy away from telling you how we feel. And it isn’t just because we print magazines — and a lot of them! We work hard to stay ahead of media trends and proudly offer an up-to-the-minute range of multimedia products — 26 in all — that are second to none.

In a day when many publishers are pulling the plug on print editions, Photonics Media added Industrial Photonics in 2014. We print 70,000 copies of it annually. For some magazine titles that boldly launched as online-only publications, the right move now is to add print editions into the mix to capture larger audience shares — for their advertisers.

The reason we’re so positive about print is that we know, from more than 60 years of success, that print works. It works for readers, and that means it works for advertisers, too.

Print. Right where it belongs — Photonics Media’s new brochure sets out to change your thinking on four common misconceptions about print and print advertising:

New brochure supports print’s position as central to your marcom conundrum: What is the best medium for my advertising message?

1. “Nobody reads magazines anymore; everyone gets their news online.”

2. “I can’t track the return on my advertising investment if I run print advertising. You don’t know if anyone looks at my ad in a magazine.”

3. “The younger generation is always using social media — they don’t even know what a magazine is.”

4. “Look at all of the paper being wasted on magazines these days — it’s terrible for the environment.”

Spoiler alert! In a nutshell, the keys to Photonics Media’s success with print are: a niche industry perspective; a tightly controlled and audited circulation; an audience that largely prefers to read about its industry in print; and, paper and printing industry suppliers who share our concerns for the environment.

Print is the right piece to that puzzle more often than you may think! Watch for your copy of Print. Right where it belongs, or speak with your regional account manager.

Print AdvertisingOutbound MarketingBrandingMeasuring ROI

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