Readers would be more likely to remember information in print products than on digital platforms, said WPP Group’s chief executive Martin Sorrell in comments made at a Broadcasting Press Guild event and reported by The Times.
Advertisers should look at engagement rather than measuring time spent on a page when deciding where to spend their money, Mr Sorrell said at the event.
“There is an argument at the moment about the effectiveness of newspapers and magazines, even in their traditional form, and maybe they are more effective than people give them credit [for],” Mr Sorrell told the guild.
Mr Sorrell has pushed WPP’s investment towards digital platforms, with between 40 and 45 per cent of its revenue over the next five years slated to come from new media.
The Sorrell analysis has been welcomed by the chief executive of The Newspaper Works, Mark Hollands.
“Martin Sorrell is one of the world’s most respected media thinkers and strategists,” he said.
“Many executives are asking about the balance of their marketing, and the possible over-emphasis on social media and digital in general. Mr Sorrell has underscored the validity of those conversations.”