Thursday, February 22, 2007
Internet Advertising Bureau in Print
The Internet Advertising Bureau, the trade group helping online, Interactive broadcasting, email, wireless and Interactive television media companies increase their revenues is launching a print magazine:
The Interactive Advertising Bureau, the leading trade association for the Interactive Advertising industry, today announced the launch of the first issue of MIXX Magazine. MIXX, which stands for Marketing and Interactive Excellence, will provide marketers and agencies with Interactive advertising primers across all platforms including: mobile, digital video, display, search, user generated content, email, gaming, lead generation, local, and more.
Some may look at this blindly as a win for print: the IAB's interactive advertising campaigns were not producing results, so they had to start using print (insert your own print rules, interactive drools comment here). Or that the IAB is going after the last strand of old media hold outs.
Research compiled by RIT1 shows that Executives averaged 2 hours per week reading B-to-B magazines and 2.5 hours per week visiting corporate websites. If the IAB can tap into the 2 hours spent reading print and use this to drive Executives to their websites, they have succeeded in creating an effective cross media marketing campaign.
Someone at the IAB understands the strength of using multi-channel communication and that is why they chose to introduce a printed magazine.
1. Business to Business Media Fact sheet available at Print Council : Research
Posted in: Advertising | Marketing
