Print Buying

Print buyers need to expand their remit to include communication channels other than print, claimed the head of a newly created marketing and data firm.

Nick Dixon, chief executive of Lateral Group, said: “Buyers need to understand what other options are available to add value for their employer. It will also make them more valuable in the long run.”

Dixon made the comments as he merged his direct mail company Howitt with its three sister companies to create a “one-stop shop for marketing communications”.

The group is set to launch an educational initiative in first quarter of next year to help buyers with “marketing communications management” in online and offline media.