Summit Notebook

Exclusive outtakes from industry leaders

Old media still works for advertising- Newell Rubbermaid marketing chief

June 23, 2010

newspaperWho says advertising spending is heading in only direction: the net? A bunch of retailers such as Zales Jewelers and VF (they own The North Face, among other brands) have said in recent months they would focus some more on TV advertising. They’re not the only fans of traditional media among consumer product companies.

The marketing chief of Newell Rubbermaid, the maker of  of Sharpies pens among other products, told the Reuters Global Retail Summit that TV is still the best medium.

“It’s still the quickest reach vehicle, ” said Ted Woehrle.  “If you want to tell someone about a new product, and you want to tell them fast and get foot traffic into stores- there is still no more effective medium.” Part of TV’s appeal is that it takes so long to build up impressions online, he said.

Woehrle, a 28-year veteran of consumer marketing, is also a fan of print: ”From an advertising standpoint, I really like the print medium- there’s something about the tactile benefits of holding a magazine or newspaper in your hand.”

“In certain places we’re discovering old media is actually pretty good for us.”

Online might be growing as a medium, but it seems it’s not the be-all, end-all for advertisers.

 (Reuters photo)

Comments

There is certainly a solid amount of validity to this point. Web advertising has taken on a certain amount of stigma that tv commercials received during the 80′s and 90′s. It is generally expected that if you watch tv there will be commercials, however commercials and advertising on the web are still found as more of an annoyance than something that you expect. And it must be said that some of the most interesting ad campaigns are found in print.

There is an interview series of professional journalists discussing the future of journalism that you might enjoy.
http://www.ourblook.com/topic/future_of_ journalism.html

Posted by maguire | Report as abusive
 

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