A LOOK BEHIND AN INTRIGUING SET OF NUMBERS TO SEE HOW SMART SELLERS CAN USE THEM TO DRIVE REVENUE.
Tony Silber interviews Todd Krizelman of MediaRadar
What does it mean when more than 20,000 advertisers stopped placing ads in print media in the first four months of 2018? Perhaps it’s more ad spend flowing to digital channels and the Facebook/Google duopoly, right? You might conclude that it’s bad news for print media and part of the rise of digital.
Wrong. It’s something more complex, and it serves as a clarifying moment for print-media companies and their sales teams.
There were 151,825 advertisers in print in January-April 2018, according to an analysis by MediaRadar, down by 13 percent from the 172,155 print spenders in the same period in 2017. But the catch is that those advertisers didn’t move to digital. Rather, they stopped advertising altogether.
This intriguing analysis doesn’t support the narrative of a decline of print media. Here’s a transcript of our conversation with Todd Krizelman, edited for length and clarity. Read More