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Tracking Print ROI Is Necessary AND Possible

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Print and online together bring the best of both worlds

KAREN A. NEWMAN, GROUP PUBLISHER, [email protected]

Chances are pretty good that you are being told to demonstrate the ROI on your marketing spend, but do you know that you don’t have to abandon print advertising to do so? The need to take print ads out of your marketing mix because you can’t prove that buyers are taking action on them may be nothing more than the latest marketing myth ripe for busting. According to a recent study, 96 percent of media users read trade magazines and visit websites to keep up with what’s happening in their industry. And these readers are not choosing one medium over another – 74...Read full article

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