The words “interactive print media” may sound like an oxymoron, but for some of the most progressive minds on Madison Avenue, making print interactive is a logical and much needed step forward for the entire publishing industry. Print advertisements have always had a place in the the CMO’s repertoire of marketing tactics, and, in the future, the “right” print ads will continue to be as relevant as ever – if not more so.

By “right” we mean that some print advertisements will become critical touch-points linked into a far more integrated campaign strategy involving the Web, social networks, mobile applications, games, media and other forms emerging technologies that are grabbing mind-share from regular people all over the world. Transversely, the “wrong” print ads, or the ones that fail to connect us to other things in the sphere of buying, sharing or creating, will be those stand-alone static pieces that leave us with no actionable thoughts.