The Value of Print Advertising in a Digital World
In an age dominated by digital marketing, this white paper was created to reassert the credibility and effectiveness of print advertising—particularly within trade publications like Professional Photographer magazine. Designed as a high-impact resource for PPA’s sales team, the paper addressed common misconceptions about print media and positioned it as a powerful, cost-effective tool for advertisers seeking meaningful engagement and long-term brand visibility.
To shape the content strategy, I conducted interviews with executive leaders and members of the sales team to uncover the most pressing concerns voiced by potential sponsors. These insights formed the foundation of the white paper’s messaging framework. I then collaborated with an external writer, translating internal goals into clear direction, and served as the organization’s voice throughout the drafting process—providing feedback, managing stakeholder input, and ensuring alignment with brand tone and objectives.
Beyond editorial development, I worked alongside our in-house design team to highlight key pull quotes and statistics for maximum visual impact. The finished piece blended compelling data with confident, persuasive copy—resulting in a tool that not only educated but also persuaded. After publication, the sales team reported a spike in sponsorship activity, including new advertiser commitments to our Holiday Gift Guide.
• Project Completed October 2023, Full Guide Available at Request •