Print advertising could be making a comeback

Marketers are expecting print advertising to make a return as print sales in some of the UK’s most circulated newspapers have picked up: 15% for The Times in June compared to June 2015, and 3.6% MoM for The Guardian's daily sales, with coverage of events such as Brexit cited as helping the trend. After year-on-year declines in revenue from print ads, the rate of decline is expected to half to 5.9% in 2016 and to slow to 3.4% in 2017. Over 40% of print ads are viewed for longer than a second, compared to the average 9% of digital ads that are viewed for longer than that, and The Guardian's Director of Publishing Richard Furness suggests that core audiences are looking for a "long-term escape away from the never-ending madness of digital and 140 characters," which bodes well for print ads.

At the end of every week, I look at the key stories, offering my view on what they mean for you and the industry. From the common pitfalls holding back creativity to brands bringing back old slogans, it’s been a busy week. Here is my take.