US media agencies have welcomed magazine publishing giant Time Inc's move into programmatic print, which will see it let advertisers book print audiences in a similar way to how they buy digital campaigns via its marketplace.
Time Inc, publisher of 18 magazine titles including Time, People, NME, and Wallpaper, signed US retailer and its media agency Hayworth as launch partner.
It cited advertiser demand as the dominant reason for its move to progammatic print, so The Drum spoke to media agencies including Havas, Dentsu Aegis Network, and MediaVest, to guage their thoughts on the move, and if they plan to follow suit and incorporate the technique to their media plans.
Some agency bosses have hailed the move an "evolutionary shift" in how traditional media is bought and sold, while others have questioned the long-term effectiveness of the move and its ability to alleviate the pressure on ad page rates.
