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MediaVest: Print Publishers Must Go Beyond Print

Advertisers are less apt to buy in to the notion that print is an essential medium in the digital age, and magazine publishers need to create multiplatform packages that tie in to the web, mobile devices and other appropriate digital media, according to Robin Steinberg, senior vp and director of print investment at Publicis Groupe’s MediaVest.

Steinberg spoke to a packed New York Times auditorium earlier this week at one of a series of breakfast meetings produced by the Advertising Women of New York in conjunction with Advertising Week, writes Mediaweek.

Some magazines, that have gained their readers’ love and trust, can tap into those emotional ties to encourage dialog between readers and the publication via digital media, Steinberg said. “Give your readers the options to interact with each other and your brand. Build an online community where the common thread is your brand.”

However, she added, that’s only the first step. She pointed out that every facet of the business needs to be reexamined. For example, “Is the CPM the right metric? Is MRI the only tool for audience measurement?”