Despite declines, print still king - but tablet ads showing promise

摘要

Speakers at this year's World Advertising Forum in Turin made it clear that while digital revenues still have not risen to replace lost print revenues, there is a major sense of hope for income from advertising on tablets. Here we take a look at five key takeaways from the Forum, most of which were stressed by more than one speaker. "The real money in newspapers is still in print. Digital is our future, but it is a future not yet realised," said Eamonn Byrne, Director, The Byrne Partnership, U.K., at the opening session. That was echoed at the Congress by WAN-IFRA Secretary General Larry Kilman in his presentation of this year's World Press Trends. He said that globally, print still accounts for 93 percent of newspaper revenues. The trouble with print, however, is that "it's so un-sexy you can hardly talk about it," said Staffan Hulten, Vice President and Founder, RAM Research and Analysis of Media, Sweden. Yet as his presentation made clear, print is still an incredibly effective advertising medium.