THERE has never been a better time to advertise in print media than the present, according to the man at the top of one of world's biggest magazine groups.
Marcus Rich is chief executive of Time Inc in the UK.
The publishing company owns a range of magazines and Mr Rich said the emergence of digital media represented "an incredible opportunity" for the sector.
He was speaking to the Irish News ahead of his headline address at the Publicity Association of Northern Ireland (PANI) president's lunch at the end of the month.
Mr Rich said he hoped to outline the opportunities presented to print advertisers currently as well as pointing to some misconceptions about the industry.
"There is a perception that media sales are falling but this is not the case," he said.
"The data shows that print media sales are in growth but people are buying different media.
"Sales are growing for high-price 'bookazines' and high-price kids magazines," he said.
And for traditional media - many of which have struggled to cope with the digital age - Mr Rich said they have something few of the emerging online offerings have, a trusted brand.
"What we know is the level of engagement (with advertising) in print media is much greater than elsewhere," he added.
"And they have the advantage of context.
"If you look at your Twitter or Facebook news feed, an advert may be placed below a video of an Isis beheading and above a debate about the European referendum Article 50.
"This is not the right context but in print, if it's about beauty, or cars or whatever, it can be placed alongside the correct editorial content and increase engagement."
However, he cautioned that even for established print brands, some may have to take difficult decisions to ensure revenue levels are maintained.
"Take for example New Musical Express, the NME, an iconic brand," he said.
"They were selling 17,000 copies weekly. They took the decision to become a free publication but they are distributed in the right places such as university campuses."
"They now distribute 300,000 copies so the audience has grown massively."
Mr Rich joined Time in 2014. It is the largest print and digital magazine publisher in the UK with more than 60 brands under its wing.
Former positions include as managing director of the Mail on Sunday and deputy managing director of the Daily Mail.
The PANI president's lunch is taking place at Ten Square, Belfast on September 29.
It brings together hundreds of delegates from media owners to advertising agencies, creatives, PR and those in the digital and design speheres.
The keynote event of the PANI calendar, it is the body's largest gathering of the year.
