Martin Sorrell: Magazines, Newspapers Deserve More Credit for Effectiveness
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Music to the ears of people who buy and sell print ads: Martin Sorrell, the chief executive officer at WPP, says newspapers and magazines might not be getting the credit they deserve.
According to a report in the Times of London, Mr. Sorrell told an audience this week at a Broadcasting Press Guild breakfast in the U.K.: “There is an argument at the moment going on about the effectiveness of newspapers and magazines, even in their traditional form, and maybe they are more effective than people give them credit [for].”
Mr. Sorrell cited research showing that traditional media is often more engaging than digital content. His remarks are important because WPP, which owns media-buying powerhouse GroupM, steers billions in advertising budgets to various media.
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