Is Media ‘Fragmented’ or Is Something Else Going On?

The extent to which printers can be proactive in media mix decisions, even for small clients, is actually up to the printer, and not the client; “proactive” means that you take the first step, not the client. Small clients may not even realize that they have a media mix or should have one, and that they should measure the results they get. Imagine that: printers helping customers measure effectiveness of what they do. Cultivating greater media savvy among clients who are not as wise to the media reflects positively on our industry.