‘Print is not extinct’ The Star tells advertisers
Malaysia’s best-selling English language newspaper is running a campaign in its pages targeting the advertiser and media buying community with the quote, ‘Print is not extinct’.
The full-colour print campaign features notable advertising luminaries backing the power of the newspaper as an advertising medium.
An ad that ran in the paper today featured the worldwide chief creative officer of advertising agency Saatchi & Saatchi, Pablo Del Campo.
“One of the most highly rewarded creative practitioners… believes that press advertising shouldn’t be written off,” the ad for Star Media Group reads. “Instead by leveraging the best aspects of both traditional and interactive media, bigger ideas can flourish.”
The campaign also tells advertisers ‘Don’t leave your advertising to chance’ above contact details of the paper’s sales team.
Another execution features WPP chief executive Sir Martin Sorrell, with the copy line ‘It remains effective’.
The copy reads: “The world’s most powerful adman cites a recent survey which showed that newspapers were more engaging than previously thought. Amid the changes brought about by digital media, press ads were still able to generate attention and focus, helping readers to better retain information.”
It’s ENDANGERED.
ReplyOf course if you want reassurance on the effectiveness of advertising, who better to provide that than an advertising executive
ReplyTechnically correct as they refuse to die…
ReplyLeaders don’t fight the reality and to change something they built a new model when the old/existing model is no longer effective
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