Karen Doumet, planning director of PHD Dubai answers, “Do media agencies need to re-evaluate the print medium?”
“Yes, we need to re-evaluate every medium, not just print. Even the digital platforms need constant re-evaluation simply because new formats are being introduced and commercial policies and metrics are changing.
Print was affected by the digital proliferation but again so was TV along with other media. Media agencies provide clients with recommendations based on a qualitative and quantitative assessment of different measures. The real question is what these metrics and measures should be, in print and beyond. We should also stop looking at media in isolation from each other. More than the number of copies sold or read, we need to consider the impact or influence of print on other media, such as search or digital properties.”
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