“Print is certainly not at the top of the list. All of our media and advertising has two jobs: one is awareness; the other is acquisition or lead generation. For awareness, we do conferences, speaking opportunities and print advertising. [Print] is low down on the list for what we do in awareness. That said, as uTest gets bigger, we'll probably do more advertising this year than in 2011, and we did more in 2011 than we did in 2010.”
“There is no doubt that digital media investments outpace our investments in print media. However, we continue to leverage print media as a strategic part of our marketing communications mix as [they] provide us with a solid avenue to control the time, place and delivery of our messaging. The locations of our deployment of print media continue to evolve as well. We're leveraging print more in specialized b2b trade verticals in emerging and developing economies—more so than in more mature markets. The allocation of digital is definitely growing for us, yet print still has its role to play in our overall mix.”
“Tellabs' print vehicle is our quarterly magazine, Insight. To the media that distribute it in print, it's a 16-page ad that polybags with their magazines. About one-third of our Insight distribution is in print, and two-thirds is electronic. From our viewpoint, Insight is one engine of our content marketing strategy, with 15 pages of editorial plus a back-cover ad that points to a white paper on our website. Several of our media partners have shifted from print to electronic editions, so they carry the magazine on their website, with their iPad apps and in their newsletters. Beyond that, Tellabs' print ads are tactical, in support of a specific event or campaign. Most ads are electronic rather than print.”