GroupM CEO Mark Lollback says media agencies need to do a better job at making sure marketers know that magazines remain a powerful brand building channel.
Speaking this morning at the Australian Magazine Awards, Lollback, who was the chair of the judges, said: "The craft of putting together a magazine is alive and well.
"If you listen to all the noise out there you would think magazines and newspapers are dying. It's not true," he says. "We need to do a better job to educate the marketing community on the power of magazines, and correct some of those myths."
His comments come as there is a wave of push back from so-called traditional channels against the shift of advertising dollars into digital channels.
Professor Mark Ritson has aroused a swell of questioning around the measurement and ubiquity of digital channels and the assumption that digital is the future of marketing.
There is concern that marketers are blindly putting budgets into digital channels because not doing so and backing 'traditional' channels such as print, makes them appear Luddite.
The power and support for magazine brands - in print and otherwise - was clear at the Australian Magazine Awards.
Drawing on his experience chairing the judging this year, Lollback said it was "delighting" to see the quality of the entries and of the magazine brands operating in Australia.
Lollback pledged to drive the agenda at GroupM.
"I will take that challenge on in my agencies because I'm frustrated as an ex-CMO about some of the bullshit out there," he says.
Want more on Lollback? Check out: The AdNews Podcast: GroupM's Mark Lollback and Katie Rigg-Smith
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