The alarming claims of the impending death of print media advertising were not only greatly exaggerated – they were dead wrong. Print media advertising isn’t just hanging on, either.
Now that digital advertising has been around long enough to be evaluated, it’s clear that the advantages of print media are many. But the best use of print advertising isn’t when it’s a substitute for other media. When a print is combined with other advertising media, it shows its real strength.
Print Media Advertising Drives Memory
Research has shown that people read more slowly when reading on paper than online. This is a big benefit of print media because slower reading allows you to gain a deeper understanding.
Apparently, just holding the paper is a tactile exercise that helps the brain form connections that increase memory. Print provides a more focused way of reading too because newspapers and magazines are laid out intentionally for readability.
Can you imagine a character from the article you’re reading suddenly running around all over your page, covering what you were reading? That’s the intentional distraction of online reading, but it’s still a distraction. Ads move and cover the copy you were reading; new ads pop up, and some copy scrolls across the top or bottom of the page to get your attention.
Print Offers Unparalleled Flexibility
Whether you’re looking for a way to reach local shoppers, dads in Chicago, female golfers, or foodies, print gives you ways to easily target your audience. You can even decide to reach out to them on Thursdays in the food section of the paper or on Sunday’s sports pages, as well as a wide variety of magazines targeted to specific interests.
If you need to make changes to a print ad, it’s not the major undertaking it is with other advertising media, either. Television and radio require reshooting and rerecording at least part of the spots, which involves not only the cost but possible scheduling conflicts with actors who have moved on to other projects.
Print Ads Have Staying Power
Unlike internet advertising that readers often must click on to read or social media advertising that comes and goes, print media advertising stays where it’s put. Years from now, when you leaf through your saved magazines for the articles you liked, you’ll still see those ads.
The staying power of print gives print advertisers an aura of strength and solidity. People view print advertisers as more trustworthy than those in digital formats, who seem fleeting. Print media advertising looks richer and, somehow, more believable than online ads. This perception may change as younger users, for whom online ads are the norm, become the majority of consumers.
Print Builds Awareness
All types of advertising require repeat placement to be effective. But, while TV and online campaigns show diminished awareness of an advertiser or brand after running four times, awareness continues to grow with the frequency of print ads. Print media advertising increases brand loyalty and purchase decisions far more than online ads do.
A Place for Every Budget
While TV is out of reach for many advertisers, and radio isn’t always recommended, advertisers at all budget levels can find a good print option. Advertising of any kind is not cheap, but even the local boutique can afford to advertise in the local paper, which is a good fit for reaching the majority of its customers.
Combine Media for Greatest Impact
Look at any print ad’s closing paragraph, and you’re likely to see a redirect to a website for more information or a special offer. That’s because print is exceptionally good at driving readers to wherever you want them to go.
Every advertising medium has its benefits. For maximum impact, your marketing campaign should be an integrated one that makes use of different types of media, each reinforcing versions of your message.
TV ads have been proven to achieve twice as many results when paired with print than when paired with online ads only. Combining all three is even more effective. With a multimedia approach, you not only reach people who prefer one medium over another; you also increase awareness and, in the long run, increase and maintain brand loyalty.