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B&T > Advertising > Advertisers abandoning print too quickly: Baxter
Advertising

Advertisers abandoning print too quickly: Baxter

Staff Writers
Published on: 24th October 2013 at 12:34 PM
Staff Writers
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Mat Baxter has told the audience at the Audited Media Association of Australia’s (AMAA’s) Accountability in Ad Spend conference that advertisers had left print more than the medium deserved and that TV still got more than its fair share of advertising.

“As a salesperson you will sell whatever the easiest thing to sell is. At the moment, that happens to be digital,” he said as part of a panel discussion.

He added that “the rate of decay in advertising in print had occurred more rapidly than audiences have left the medium,” he added.

He argued that the print publishers had brought their demise upon themselves through being very slow to react to the chagning world.

“When they saw that shadow looming five years ago that’s when they should have done something like free TV and radio did. Now theyr’e playing catch-up and it’s bloody hard to play catch-up,” he said.

Simon van Wyk, the founder of HotHouse Interactive, added that “advertising budgets were finite and print had been the biggest loser so far, but that TV was clearly next”.

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Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

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