Jesse London has 25 years experience in media sales including 20 years selling out of home.  Last week he talked about how out of home complements mobile and digital ads.  Today he talks about selling out of home versus publishing.

How would you sell out of home versus publishing?

Print makes sense if the publication delivers a niche audience.  However, since print consumption has been declining so rapidly for many years, it would be surprising if an advertiser can reach any scale in a market with a print only campaign.  Today’s newspaper circulation is now half of what it was in the early 1990’s.

From a cost comparison, the expense associated with printing and delivering pubs drives a very high ad cost making these print ads far less efficient.  The average cpm for a newspaper ad is $35 vs the $2.84 for a bulletin.  Magazines are lower at a $13.25 cpm, but they are still costly.

Earlier this month Group M announced that global ad spend on outdoor will outpace global newspaper spending this year, and that out of home spending will surpass newspaper and magazines combined in just four years.  Wow.

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