Joel Quadracci
Analyst · Macquarie. Go ahead
Yes, I think that, the consumer spending and it certainly works and remember when you come out of a sort of a cutback period in the catalogue world, it takes a while to build up the rentable names again or fresh names to go to, so, sometimes there is a little bit of a ramp up for cataloguers to be able to get back in the swing of things. The ones – the nice surprise or maybe not surprise if you believed in print all these years, is sort of the book story. We’ve seen that the printed book volume was really up about 3% for the industry, which I think continues to tell the story that the transfer to digital is real, but it’s not ever ending and it’s really about media mix and I’d say that the big trend that I am seeing as represented by the robust conversations we had last week with a lot of our clients, most of the time, we are not focusing on print in this conversation, we are focusing on how do you get more out of your ad spend and what seems to happening and I’ve always talked about media confusion, but I think people are recognizing, we’ve also been sort of in a crisis of measurements and so if you look at adage and all the different industry letters, you are going to see a lot of talk about measurement, right now. In fact, it was – I was very pleased to see Sir Martin Sorrell who is the Chairman of WPP the biggest ad agency in the world a couple of weeks ago make a pretty serious statement, because he has been very aggressively moving their agencies to push people to take advantage of online digital. And I think the realization is happening as digital is becoming very fragmented. And if you look at some of the big – like P&G is going to be consolidating the number of ad agencies and if you read into some of their statements, they are talking about the productivity cost that come with administering digital advertising dollars to all these different fragmented areas. And I think people are taking a step back and the word that you are going to hear a lot of now is engagement. And that it’s not just about whether someone clicks on you, it’s do they truly engage with your brand and his statement was is that, we’ve really gone very far to the pendulum has kind of swung on the digital spend side, that we may have pull back a little bit too much on traditional media as he is seeing data that talks about how effective specifically magazines and by the way newspapers are at engagements. And so, there is a balancing act that’s trying to come back into play here in how people measure the spend of the consumer and what causes what. The term attribution is about, okay, what channel drove what to another channel. And so if you purely measure digital for instance, I have a long time client called NewPic Corporation, great business-to-business company. They talked about when the last big postal rate came through, I said, well, so what do you guys going to – are you going to cutback like everyone else’s piece, said well actually we are increasing, because we just went through a very deep analytic cycle of understanding our different media channels and they found that, every time they increase the catalogue the effectiveness of all the other digital channels became much more robust. And so what we heard strongly last week, but it’s something I’ve been advocating for years now, is that it’s about using all channels and using them effectively. And as you look at what the MTA is doing, and the various publishers, we had Michael Clayton from Hurston last week doing a keynote because I think they’ve done a wonderful job not just enhancing print with all the different covers they are doing in creativity, but also very much on the multi-channel side along with people like Conde Nast and Time Inc. and Meredith. And, sort of the message is that, they spend less time focusing on ad pages in print and more about engagement of the consumer for the advertiser. And so a lot of things that are happening are people just trying to look at their own organizations and saying, hey, we’ve got to figure out how to become less siloed as it relates to the consumer, because, when your measurement is well, I am here to try and drive things to happen on the web as part of an advertising effort, that’s my measurement. But you may not understand it’s a measurement wrong that print may have a big thing to do with that. And so it’s kind of a long winded way to say that, we are really seeing the conversations heat up on multi-channel surrounding measurement. And again, it’s becoming a lot more about engagement and that’s happening within the digital side, whether you are talking about the effectiveness of video, people are talking about the engagement factor. And so, it really leads me to feel good that even with ad pages being down again, circulation is staying pretty solid that, that I think the pendulum will start to swing back a little bit and I am not expecting things to be on prior tomorrow, but I feel confident that the world is figuring out the mix thing as very important to understand.