Don't write off print advertising just yet

According to a survey seen by the Times,print advertising is more than twice as effective as television advertising for large retailers.

The survey of 26 large retailers found that

Every £1 spent on print advertisements yields £5 in revenue, compared with £2.15 for television and £3.44 for online advertising,

Print is very good for targeting specific audiences and getting eyeballs on key products,” said Joel Dawson, head of online marketing at Boots. “But the smarter businesses are integrating digital advertising into the planning process.”

Ht-Joanna Geary