The Value of Paper and Print has launched its Australian tour, which will highlight the importance of print to advertisers, aiming to ensure print gets a ‘big slice of the pie’. The free VoPP Roadshow will run throughout April and May, presenting a talk to marketers, media buyers and industry stakeholders, about the power of print and the risk of not advertising in print.

Speaking with the Australian Printer, Kellie Northwood, VoPP head and executive director of Two Sides Australia, says today’s society consists of a diverse media industry – such as print, TV, radio, and online – and the importance of ‘print must be communicated to the media buyers’ to ensure that its value is recognised. Northwood says, “It is not about us versus them, we live in a multi-channel media market and we need to make sure that print is getting a bigger slice of the pie.” She says print is a seven billion dollar industry and catalogues alone is a two billion dollar industry, which is indicative of print’s power when it comes to advertising. “Yes, we have gone through a lot of consolidation, but the figures clearly show advertisers and media buyers that print is a viable channel, which has been proven to get results time and time again,” Northwood says. “Everyone I speak with, including designers and media agencies, understand the value of print and its power to deliver results, and they also understand what happens to their brands if they do not invest in print advertising.” The VoPP Roadshow is sponsored by the Printing Industries Association of Australia and Media Super and will run across major cities, including: The Hackney Hotel, Adelaide, April 21 from 10:30am until 12 noon. The Metro Hotel, Perth, April 22 from 7:30am until 9am. The Trunk Restaurant, Melbourne, April 23 from 8am until 9:30am. The Blacksmith Café, Sydney, May 06 from 8am until 9:30am. The Northshore Riverside Café, Brisbane, May 07 from 8am until 9:30am. To register attendance visit: http://www.printnet.com.au/vopp-roadshow.html

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