Thankfully, the cross-media message seems to be getting through. More buyers this year than last see print and electronic media as complementary rather than rival media. Likewise, while last year just 23% of respondents were planning on upping their print spend in the next five years, this year the figure is 26% (Print Week Survey).
There is comparatively good news when you look at the proportion of marketing budgets spent on print, too. While print has admittedly dropped by a percentage point from last year to 52% of budgets, the internet has dropped 3% to 25%, radio from 3% to 1% and TV from 6% to 4%. The winners are of course social media and event marketing, but it is print that seems to have lost least.
And it seems print gives you more bang for your buck too. A healthy 52.9% say print is the most cost-effective marketing medium, while the internet and email poll just 16.4% and 17.1% respectively. More surprising, perhaps, considering the low cost, is the performance of social media campaigns: just 4.3% of respondents say social media is the most effective ROI medium.
