Some claim that ad-funded model is on the nose with consumers turning off, opting to pay subscriptions fees for services like Netflix without the ads.
However Gereurd Roberts, commercial director for Pacific Magazines has claimed that magazines are the only media where ads are expected. He reckons customers want the ads.
But despite the buzzwords of integration and cross-platform solutions tossed around the ad industry on a hourly basis, advertisers are still failing to grasp the opporunties they have asked for, he said.
“The area where there’s the most shortfall in creativity is in the ability to recognise and build cohesive creative messages that live across all our brand assets, anchored in print-based communications.” he said.
He was speaking ahead of the The 2014 Glossy Awards, which recognise the brands, marketers and agencies that understand what the medium, in digital and print formats, is actually about.
Bauer Media sales boss Tony Kendall said that the people making the ads would also appreciate recognition that "creative needs to be the one thing that brings the threads of those different magazine brand touch points together.”
This year's Glossy Awards have a renewed focus on digital, with the categories being simplified to best digital ad, best digital campaign, best print and digital campaign as well as gongs for the best print only creative. Take out one of those awards and the grand prix could be yours.
Finalists and winners of the awards rack up AdNews agency ranking points.
The awards will be held on 31 October. Entries close 16 September.
Visit glossyawards.com for an entry pack.
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