"Print works": Klar and VSM make strong arguments for print advertising
Attention, credibility, and trust are the key strengths of print media. Advertisers also benefit from these qualities. The Swiss Media Publishers Association is launching a new campaign to highlight the benefits of print advertising.
Despite all the prophecies of doom, print advertising is still one of the most important forms of advertising in Switzerland. And print media continue to impress with strong characteristics: people believe and trust them because they actively select, buy or subscribe to them.
National daily newspapers provide a reliable panoramic view of world events on a daily basis, specialist media offer sound expertise, and regional media are fixed points and mouthpieces for the people in their region.
Advertising customers benefit from this strength - no other medium attracts the full attention of readers as undividedly and intensively as a printed publication. Advertising in print media is perceived positively and is also perceived as credible and informative. The credibility of journalistic content helps advertising to gain strong acceptance. The special contact experience that print offers is an important success factor and a fundamental part of the effectiveness of printed media. There is also the fact that over 87 percent of the population still read a print product every day, which also guarantees reach.
In order to substantiate these benefits, the Swiss Publishers Association VSM has prepared facts and arguments about the effectiveness of print media in a campaign aimed at the relevant stakeholder groups in the media and advertising industry. In this way, the VSM is continuing the "Print wirkt" campaign already carried out in the past in collaboration with the Klar.agency agency with new elements and advertising materials.
The relaunch of the Campaign takes place on Wednesday with a special newspaper. In addition, advertisements and digital advertising media will be used.
Responsible at the Swiss Media Publishers Association: Stefan Wabel (Management), Martin Voigt (Campaign Project Management), Angelica Muritu (Communications). Responsible at Klar.agency: Christian Dietrich, Peter Trüb, Lionel Büttner, Hanna Zimmermann, Michael Zürcher, Adrienne Boldog. Scientific and content support: Roger Lang (Wemf); Ammann, Brunner & Krobath.
