Monday, April 25, 2011

Digital Publishing: Good for Landfills, Bad for Ads? (In Honour of Earth Day)

The landfills may be getting a bit of a break as increasingly more magazines are going paperless in favour of digital. Yet things aren’t always as they seem, and both publishers and advertisers face a dilemma: keep up with the times (and out of the landfills) by going online, or stick to print where advertising remains most effective.

Image source Green Living Blog

Recent studies have shown that consumers pay more attention to print advertisements than they do to online ones. In fact, 55% of U.S. consumers reported that they used advertisements in printed magazines as ways of learning about new products; a significant number when one considers how much time we spend online. So should magazines continue to go increasingly digital, or should they take a step back and let the profits dictate the direction?

For more on the state of consumers and advertising in the good ‘ole print world, go to:

---Andrea Cubala
Volunteer AMPA Blogger