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PRINTER news

September 2009

Print in the Mix

Internet Ads Up, But Consumers Peeved

According to a study by Harris Interactive, Internet advertising efforts are on the rise, yet the majority of U.S. consumers surveyed say they are frustrated by the most common types of Internet ads—pop-up ads, ads that automatically open when moused over and hard-to-close ads. Ads that spread across the page, covering the content, are said to be the most frustrating.

The Harris survey finds that 92 percent of advertisers are employing Internet ads in their marketing campaigns, followed closely by print advertising (88 percent). Less than half say they typically incorporate radio advertising (46 percent), TV advertising (46 percent) and digital advertising, such as cell phone ads (39 percent).

Type of Media Advertising Used

"Do you typically incorporate the following types of advertising in your media campaign(s)?"

Percentages: Total (By region: East / Midwest / South / West )

Internet advertising — 92 (90 / 90 / 94 / 91)
Print advertising — 88 (83 / 92 / 91 / 86)
Radio advertising — 46 (41 / 46 / 57 / 39)
Television advertising — 46 (44 / 43 / 56 / 39)
Digital advertising (e.g., through cell phones) — 39 (43 / 36 / 41 / 35)

Note: Multiple responses accepted

Among those advertisers that are using each of these types of media, there is a difference in the level of their usage since last year. Three-quarters of those who use Internet advertising (74 percent) say they are incorporating it more often, while 69 percent of those who use digital advertising are incorporating that more often when compared to a year ago. For those using print advertising, half (49 percent) are using it less often relative to a year ago, while 41 percent are using it the same amount.

Among those who use Internet advertising, just 14 percent say they only use it as a standalone digital campaign, while more than half (54 percent) say they use it as part of an integrated campaign with other media. One-third (33 percent) use Internet advertising in both types of campaigns equally.

According to Harris Interactive, "Although the trend among advertisers is clearly towards the Internet, advertisers have to walk a fine line. At least three in five consumers are very frustrated with six of the main Internet advertising characteristics, and there is the potential to see a backlash forming. To be successful, those that advertise on the Internet will need to come up with more engaging ways to connect with consumers."

To read this Print in the Mix Fast Fact and additional print market research studies, go to www.printinthemix.rit.edu. Print in the Mix is a free and easily accessible clearinghouse of research on print media effectiveness, published by the Printing Industry Center at RIT and made possible by a grant from The Print Council (www.theprintcouncil.org).
 

Several promotions have been announced at Upper Valley Press, North Haverhill, NH. They include Philip Hayward to president; Dennis DeVaux, senior vice president and chief administrative officer; Kevin Shelton to vice president of manufacturing; –Connie Smith to vice president and CFO; and Janice Drouin Heathman, vice president of client services.

Paul Koestler has joined the sales team at Baltimore-based Bindagraphics Inc., covering Philadelphia and its surrounding markets. He had worked at Oxford Bookbinding for 24 years prior.

At Federal Direct, Clifton, NJ, Joe Gomez is a new account executive serving the New York/New Jersey region.

Lawrence, KS-based Allen Press has chosen Anna Sullivan as its senior account executive serving clients in the Philadelphia, Baltimore and Washington, DC, areas. She formally served as senior sales representative at The Sheridan Group.

The Printing & Graphics Association MidAtlantic has appointed Kerry Stackpole as president. He succeeds Arthur Stowe, who has led the organization since 1972. Other appointments include Al Maddox Jr., president of Time Printers in Baltimore, who is now chairman of the board; and four additional new members of the board. Members include: Dan Kovalsky, Constellation Energy; Matt Richardson, Indigo Ink; Russ Hewitt Jr., Graphtec; and Holly Budd, Williams & Heintz Map.


Morrisville, NC-based DocuSource of NC has appointed Steve Malloy as the company's new Web solutions specialist.

Beth LeWarn is the new director of marketing and business development at Branchburg, NJ-based Darby Litho.

Carmen Allen is the new senior vice president of human resources at Baltimore-based Vertis Communications.

Naples, FL-based Intech Printing & Direct Mail has named Nancy Muschong as an account executive. Muschong previously served as Intech's marketing manager.

The Ligature, Los Angeles, has opened a sales office in Chicago and has hired Sharon Valasek to manage it.

Tim Taylor has been selected as the new president of the Printing & Imaging Association of Georgia. He has more than 20 years of sales and management experience in the paper industry, as well as numerous years in association membership and management.

At Niles, IL-based Johnson & Quin, Andrew Henkel has been promoted to manager of corporate accounts. Joining Johnson & Quin in 2006, he most recently served as an account executive.

Two new additions have been announced at Swedesboro, NJ-based Direct Group. Jeffrey Jurick and Kendall Walsh have joined to form a new Compliance & Critical Communications Business Unit that will help clients respond to data-breach incidents involving identity or privacy-related information.

The Printing Association of Florida (PAF) has named John Berthelsen, president and CEO of Suttle-Straus Inc., a recipient of the 2010 Graphic Arts Leaders of the Americas (GALA) Award. Berthelsen will receive the award during the annual GALA banquet held in conjunction with the Graphics of the Americas Expo next February.

Southeastern Printing, Stuart, FL, has hired Joni Kinsley as the company's new director of sales and marketing. She is now responsible for managing Southeastern's sales force, creating strategic business plans and tactical market planning.

Mark Rothfuss recently joined the sales team at Dexter, MI-based Adair Printing, responsible for supporting offset printing and digital services in Michigan, Ohio and the Southeast. PI


 

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