Time to harness the power of print

The Print Power initiative, which is active throughout Europe, reinforces the print medium. To the fore is the development of networks, whose nodes are those individual organisations and institutions that set great store by the reinforcement of paper as a medium for information and advertisement.

When Barbara Daliri Freyduni, the marketing manager of Google in Germany, Austria and Switzerland uses the print medium to communicate important messages, her listeners take notice. The Print Power initiative aims to target marketing decisionmakers in particular, to convince them of the unique effectiveness of print and the virtually endless possibilities of the medium of paper – when it is used in the right way.

If print is to remain strong in the media mix, the creativity of marketing employees, advertisers and their clients will be in great demand. It must not be the objective of the Print Power initiative to play e-media, television and radio and paper off against each another. Rather, it is important to use each one’s specific properties and achieve the maximum effect by means of their clever combination.