Understanding the dynamic and evolving media industry is key to capturing attention and driving engagement with consumers
Media engagement is intricate and is not the same across the different channels. How we engage with the channels is complex and can be driven by attention time, the quality of attention and the relationship (with a brand or with a channel). The print channel has recently seen lower reach figures and has come under pressure to validate the role that it plays in the overall media landscape
The Publisher Research Council (PRC) wants to drive home the message that print media creates quality engagement with consumers and can be used as an effective channel to deliver a return on investment. Research is required to understand cross-media interactions, evaluate the effectiveness of the different media channels (with focus on print media) and determine the attitudes and perceptions consumers have of print media. This research will provide input on building clearer communication objectives and ensuring campaign success in order to have the optimal effect on equity and share.
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