WHILE the trend for digital advertising expenditure has been on the rise, Malay-language media publishing company Kumpulan Media Karangkraf Sdn Bhd believes that demand for print will always remain strong with the right products.

The company can certainly attest to this, having recorded a RM5mil increase in advertising revenue for its print publications last year.

“Worldwide, magazines are shutting down, especially since print advertising is slowly dropping. But we are going against the tide,” says Karangkraf's publishing executive director Firdaus Hussamuddin.

According to Nielsen, ad spending in magazines in Malaysia fell 3.7% last year although the overall media spending grew 11.9%. The only media that performed worse in 2011 was cinema, which saw a 9.4% contraction in ad spending.

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