The objective of the study is to better understand the role that print now plays in our everyday lives.
The study will be carried out in two phases; first as a questionnaire and then as a discussion and innovation forum. The questionnaire consists of six short stories, each describing a different media use situation. Consumers are invited to read the stories and rate how well the stories fit into their lifestyles and media use habits. Also, attitudes towards advertising in different media channels are studied.
In the second phase small groups of consumers from different countries will be invited to provide more detailed information on their media use habits. The focus will be on finding out what kind of needs and expectations people have for print advertising and examine the role of print products in everyday life.
Martyn Eustace, Two Sides Director states, “In a multi-channel world we have to understand how consumers relate to print and how reading habits are being impacted by new media. This will give us valuable insight, ensuring that our promotion of print as a highly effective and sustainable media is clearly focused on consumers’ reading preferences.”
To participate in the survey visit the Two Sides UK website at www.twosides.info and click on the survey link on the home page.
About Two Sides and Print Power
Two Sides says: “Two Sides and Print Power are initiatives by companies from the Graphic Communication Value Chain including forestry, pulp, paper, inks and chemicals, pre press, press, finishing, publishing and printing. Today there are nearly 300 UK members and many more across Europe, United States and Australia. Our common goal is to promote the responsible production and use of print and paper, and dispel common environmental misconceptions by providing users with verifiable information on why print and paper is an attractive, practical and sustainable communications medium."
