PAPER CRISIS IN COMMUNICATION? IT DOESN’T SEEM TO BE TRUE…

PAPER CRISIS IN COMMUNICATION? IT DOESN’T SEEM TO BE TRUE…

Were announced in Milan study results Lorien Consulting on paper in corporate communications and advertising: 96.2% of Italian companies using the communication on paper in their own media.
The card remains great ally of all other media in the media mix for 9 out of 10 companies and among these 9% use exclusively. This figure emerges from the results of the study commissioned by Lorien Consulting which allowed to check the levels of investment in Italy in paperless communication and advertising, analyzing the advantages in the field of multichannel campaigns from the point of view of the industry and consumers. We are talking about a market, the investment in advertising and communication in Italy is worth about 9.3 billion euros, 33.8% of which is dedicated only to printed media. Christian Rocca director of IL masculine Sole24ore then introduced the panel discussion with leading representatives of the world of publishing and communication (Periodicals Mondadori, Fieg, Digital Magics, Assocomunicazione, Fiera Milano Media, Anes, UPA, RCS) which has enabled us to deepen the positive results of the study on the role of “key” card featuring truly unique strengths such as the targeting of the message, the authority, the emotional involvement, complementarity with other means, the call to action, the keeping and the ability to make space for creativity and information. To further enrich the study were also selected five case histories (Intesa San Paolo, Alpitour World wide, the Piccolo Teatro in Milan, Skoda Volswagen, Royal Caribbean) communication campaigns where the paper has had a privileged role.

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