Relevance is defined as “the condition of being connected with the matter at hand.” (Dictionary.com) When we talk about magazines and other print media and their relevance, we have to think in terms of that connection – not just to the matter at hand, but to the content and the consumers that create that connection.
For Nissan’s global marketing head Roel de Vries, the relevance of traditional media in the current information cycle assures its place in the multi-channel environment.
“If you want to take the generic approach, the amount of money that will go to social and digital is going to keep on increasing.” Still, he notes that “I think the traditional media will not disappear,” Daniel Obi writes in Business Day Online.
“I don’t even like the word digital,” de Vries tellsAlexandra Bruell in Ad Age. “I think the word digital should disappear. The complexity is getting huge. If I told you we split the budget this way I’m already making the first mistake. The money should go to those areas where our customers want to engage. That’s different for every single thing we want to achieve.” Wheeler Dealer Magazine is unique in their approach using sms technology to engage the car shopper.
For his company, that means constant innovation and a focus on creativity, regardless of channel.
“We can rationally work out what story we want to tell people, what message as a brand we want to get across,”. de Vries said in an interview during the Cannes Lions International Festival of Creativity. “But how to get it across in a world where people can choose what they want to listen to comes down to creativity.”
As the digital vs. debate wanes and is replaced by the much more relevant question of which channel for what message and form of engagement, traditional media continues to be critical for brands large or small.