The news that Zenith Media is merging its print and digital divisions is another step toward media integration – from the advertiser standpoint.
That signals that content creators are going to have to increasingly think the same way. As Zenith’s SVP and Managing Editor of Digital John Nitti points out, “For us to go to our client with a holistic solution, we want to go to partners who can bring packages to life.”
Radio cannot be far behind. More and more, agencies and buyers are looking beyond the printed page – or in radio’s case, the :60, the remote, and the live read – and to an integrated solution to the marketer’s challenge.
Zenith also suggests that while advertisers are always trying to get the best deal, “smart marketing” demands approaches that transcend pricing and focus on results.
As Nitti notes, “No one’s disputing the power of print.”
And as Peter Smyth told Radio-Today, “I look at us as a media company – not just a radio company.”
More and more advertisers are going to be looking at radio the same way.