The document discusses the state of print media and argues that while some claim it is dead, print media is still alive and effective when used as part of an integrated multi-media marketing campaign. It provides examples of how companies like Apple and Hostess have effectively used print advertising. Finally, it concludes that print media can still be impactful by supporting brands and allowing customers to receive messages through a tangible format.

1. PRINT MEDIA FOUND DEAD:
Some argue it’s still alive...more on the story >>>

2. INTRODUCTION
Imagine our culture without any of this:
Magazines >> Newspapers >> Direct Mail >> Billboards

3. INTRODUCTION
New York City would something look like this:

4. THESIS
Message to be planned strategically, with fully integrated multi-
media marketing campaign to make it stick, as all advertising
makes an impression
Print media important because of mass appeal, audience
reach/target customers and ease of integration

5. MASS APPEAL
Tangible keepsake and promotes visual
effectiveness
Readership is still high, more engaging
Visibility to a broad scope of
demographics
www.rollingstone.com

6. REACH & TARGETS
Opportunity of greater impressions to your
potential customer
Niche audiences, specific geographic locations
Catered messages executed in a timely,
controlled distribution
Infographic by http://printmediacentr.com/2012/04/the-last-infographic-youll-ever-need-print-is-big/

7. EASY INTEGRATION
Graphics are simple implementation to print submission
Innovative in design and use technology with QR codes, hashtags
Discounts and bonus insertions may
be available
Brand recognition through consistent
message, competitive advantage
Real Tweet Ad - social messages only reach those who are following you, or seek out your
information. Tagging has potential reach to others, but not guaranteed.
Example graphic representation of a mock-up Print
Ad - message would reach those who may not know
who you are
Images from twitter.com/fullsail

8. ANALYSIS
“Designed by Apple in California”
COMPANY: Apple
AD MEDIUM: Magazines
LOCATION: Inside front cover two-page spread in each
DESIGN: Images powerful, prominently display product
and text placed exactly the same size in same
location
MESSAGE: “This is our signature. And it means everything.”
- promotes brand representation & identity

9. This is our signature. And it means everything.
- Apple, Inc.
Ad artwork pictured to the right was found
in my purchased GQ and Wired Magazines.

10. ANALYSIS
“7.15.13”
COMPANY: Hostess
AD MEDIUM: Billboards
LOCATION: Major cities across US
DESIGN: Large close-up of product, brand logo and colors,
with a simple date in white (on most, slogan on others)
MESSAGE: “The sweetest comeback in the history of ever”
- promotes brand loyalty & awareness

11. “ ”
The sweetest comeback in the history of ever.
- Hostess
www.facebook.com/hostesswww.latimes.com
www.usatoday.comwww.bizjournals.com/chicago

12. CONCLUSION
Print media still alive & well >>>
Print media marketing still exists and is effective
Utilize well-planned multi-media marketing campaigns and
focused strategies
Supports the brand and customers receive the message

13. RESOURCES
AlShaali, S. and Varshney, U. (2005). On the Usability of Mobile Commerce, Int. J. Mobile Communications, Vol. 3, No. 1, pp. 29-37. Retrieved July 22, 2013 from http://
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Briand, P. (2011, November 23). Will Baby Boomers kill the daily newspaper? - National baby boomer | Examiner.com. Welcome to Examiner.com | Examiner.com. Retrieved July 15, 2013, from
http://www.examiner.com/article/will-baby-boomers-kill-the-daily-newspaper
Decker, S. (2013, June 28). Marketing Strategy - Three Steps to a More Effective Converged Media Strategy : MarketingProfs Article. MarketingProfs: Marketing Resources and Strategies for
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Forbes. (2012, June 28). Print is Dead? Not so Fast. - Forbes. Information for the World's Business Leaders - Forbes.com. Retrieved July 14, 2013, from http://www.forbes.com/sites/thesba/
2012/06/28/print-is-dead-not-so-fast/
Gallagher, K. Parsons, J. Foster, D. (2001). A Tale of Two Studies: Replicating "Advertising Effectiveness and Content Evaluation in Print and on the Web", Journal of Advertising Research, Jul/Aug
2001, vol. 41, Issue 4, p. 71-81. 12 Charts. Retrieved July 22, 2013 from http://web.ebscohost.com.oclc.fullsail.edu:81/ehost/detail?vid=10&sid=2bd9b367-a429-4055-a29b-20669af7ceca
%40sessionmgr4&hid=20&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=bth&AN=5331616
Hunt, M. (2013, March 25). Across platforms, 7 in 10 adults access content from newspaper media each week. Newspaper Association of America. Retrieved July 15, 2013, from http://www.naa.org/
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Lapowsky, I. (2013, July 15). Inside Hostess's 'Sweetest Comeback' Campaign | Inc.com. Small Business Ideas and Resources for Entrepreneurs. Retrieved July 22, 2013, from http://www.inc.com/
issie-lapowsky/inside-hostess-comeback.html
Reitman, J. (2013, July 17). Dzhokhar Tsarnaev: Jahar's World | Culture News | Rolling Stone. Rolling Stone | Music News, Politics, Reviews, Photos, Videos, Interviews and More. Retrieved July 22,
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Taylor, J. (2013, June). Is the Multi-Platform Whole More Powerful Than Its Separate Parts? Measuring the Sales Effects of Cross-Media Advertising. Journal of Advertising Research. Vol. 53 Issue 2,
p 200-211, 12p, Retrieved July 14, 2013 from http://web.ebscohost.com.oclc.fullsail.edu:81/ehost/detail?vid=6&sid=2a9d5b80-d270-4ce5-
b48a-860df94f7c62%40sessionmgr10&hid=20&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=ufh&AN=88284794
Wasserman, T. (2013, June 25). Apple Doubles Down on California Focus in Print Ad. Mashable. Retrieved July 22, 2013, from http://mashable.com/2013/06/25/apple-print-ad-california/
Zickuhr, K. Rainie, L. Purcell, K. (2013, June 25). Younger Americans’ Library Habits and Expectations | Pew Internet Libraries. Pew Internet Libraries. Retrieved July 15, 2013, from http://
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Photos and images are cited within the presentation and are from various sources with the exception of the first image, owned by Amber Felgenhauer. They are cited and appear in the following order
as follows: Rolling Stone, Print Media Center, Full Sail Twitter account, Wired Magazine, GQ Magazine, LA Times, Hostess Facebook account, Chicago Business Journal and USA Today.