The Advertising decision to chose media is very tricky and crucial which can make or break the whole campaign. Some popular media types are print , video or digital. While global trend is that expenditure on traditional print (paper) media is slowing down, the expenditure on digital marketing (touchscreens specially mobile) is seeing a health growth.
Will the expenditure on digital media keep increasing? or like infamous dotcom bubble, it is another bubble destined to doom?
Or, is it all to much hype? Still print is rated higher when it comes to uninterrupted time spent on any media?
Who will this battle between paper or touchscreens? is it a zero-sum game?
Can we announce Print media dead? Not so fast and to know why, readers can read my article published in Campaign India
Professor of Marketing at Jaipuria Institute of Management, Lucknow. Ph.D. in Marketing, IIM Lucknow. Ex-assistant Prof at IIM Ranchi, visiting faculty to IIM Lucknow. Writes for ET BrandEquity, Campaign India, BusinessWorld, Times of India etc.