Print media penalised by measurement methods


Sir Martin Sorrell remains in the news. The CEO of WPP elaborated at the recent Cannes Lions International Festival of Creativity on his positive advice about print media.

In the video you will hear him saying that "the pendulum has swung too far", meaning that the advertisers, creative and media agencies have chosen too much and too often for new media.

He refers to his current position with regards to print media: the engagement levels are much higher than those for online media. Whereas his position before was that advertisers needed to invest where consumers spend their time - as consumers spend increasingly more time online than offline, budgets should follow this trend.

He now offers another argument pro-print: the measurement tools to evaluate the various media advantages online and penalises print media.

Watch the video.