Marketing Week has an interesting report about the recent WPP results, in which the company’s chief executive, Sir Martin Sorrell, said that he saw “revenue earned from traditional media ‘bite back’”. Interestingly he credits the return to traditional media to the desire to build brands:
Sir Martin believes that the resurrection in the use of traditional media by clients reflects a renewed focus on brand building. “”2009 was about survival but 2010 is about top-line growth,” he told delegates at the World Retail Conference earlier this week.
Last week I had a conversation with Electronics Weekly, a publication that has seen a resurgence in magazine/print advertising. In early 2009, you’d have found it very difficult to get anyone at Reed to say with confidence that a weekly electronics publication would be viable in the UK over the next 3 years, but in 2010 advertisers have significantly increased their spend in the magazine making it a strong part of the EW media portfolio. Print making a comeback? Well stranger things have happened!