Fresh from his “Love Bugs” apps, this just came in from Andy Greenaway—a discourse on the merits, or otherwise, of print in the age of digital, featuring his alter ego Roger Makak.
In a desperate attempt to save the industry, magazine executives have launched a campaign to promote print as a viable medium in today’s digital world. 1,400 pages of ads will be sprinkled through magazines including People, Vogue and Ladies’ Home Journal.
When a leading Digital Creative Director was asked what he thought of the campaign, he replied, "I haven’t seen it. I thought magazines had disappeared years ago. Are they still around?"
Roger Makak, Asia’s most awarded Copywriter, was more scathing. "It’s primitive. Possibly the worst print campaign that’s ever been created," he explained while giving his gonads a good old scratch. "The growth comparisons are bananas. I mean how can you compare 11% growth over 12 years with Google’s 56,643% growth over the same period?"
One digital guru was skeptical about the campaign’s effectiveness. "I should imagine there will be 0% recall," he explained. "Nobody’s reading the magazines except for the people who write them – and media buyers who have to read them to bolster circulation figures."
Dave, a Digital Media specialist, thought the ads were quite good. "I thought the copy was quite compelling. If they put them on the web they would work really well."
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adobo magazine. The Word on Advertising.
