In his May 30, 2008 blog post, Chris Crum at WebProNews discusses the advantages of using website URLs within print ads:

”Research shows that print ads that contain URLs are up to three times as likely to drive readers to a website than those that don’t include them.”

For years the lines between SEO, conventional advertising, and PR have been blurring. The interconnection of web and conventional media is difficult to ignore and Chris’ post demonstrates this. What’s good for one is good for the others.

The challenge is that specialists become generalists in an attempt to capitalize on a trend and become mediocre at everything. Generalists become specialists again. The key to success is sourcing specialists who can integrate with other specialists to amplify results rather than finding an “integrated generalist”.

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