In This Digital Age, Why Does Print Media Work?

With all of the technological breakthroughs in the last several years, the face of marketing has permanently changed. People no longer rely primarily on one-way media such as radio and newspapers to sell their products and services. 

It’s also uncommon to see someone standing outside a store handing out flyers announcing fresh promotional offers. We’ve progressed from sending a message to having a discourse about it. Many clients are looking for ways to make videos that will go viral on social media platforms, allowing their brand to become part of the current zeitgeist.

Is this to say that print marketing is no longer effective? No, it’s not true. It can still play a significant role in many brand campaigns if the publication meets specific goals. True, digital has formed the foundation for most of today’s media strategy, but print continues to play a crucial role in the digital age. 

Let’s take a look at why print media is still relevant and how it may help your business market itself.

It has a certain audience.

Print is still popular among senior citizens in the United States. While the number of people aged 65 and up using social media, particularly Facebook, has increased dramatically in recent years, this generation still prefers the tactile feel of paper in their hands. 

Look at the audience delivery of your local newspaper, community newspaper, and neighborhood newsletters if you’re launching a campaign aimed at the older generation of baby boomers. If you’re targeting a B2B audience, the industry you’re seeking to reach is likely to have both an online and print publication.

Again, these periodicals cater to an older demographic, but a sizable portion of their readers are firm executives and critical decision-makers. Industry magazines, both online and in print, should be included in any B2B media strategy.

It’s intrusive

While online ads appear to produce speedier and more trackable results, they can get lost in a webpage’s clutter of online adverts. Online ads don’t tend to get high direct response figures on their own unless they’re showcasing something familiar or interesting, unless you’re wanting to reinforce your brand or retarget during an existing online or Paid Search campaign.

This is where print media can be of use. In the United States, 224.6 million individuals still read periodicals regularly. That’s a huge amount for a media that was once supposed to be extinct. Advertisements, brochures, and fliers on paper can be highly obtrusive and physical. 

Some city magazines are printed on high-gloss paper, making them ideal for waiting rooms at medical offices or as coffee table books. People are more likely to keep printed materials if the quality is good. People will engage with a magazine or newspaper if the material is of high quality—that is, if it is well written and the design and photos are appealing. 

And, while they’re engrossed, they’re interrupted by a clever, captivating print ad, which brings them to a halt. That’s how print works.

It leaves a lasting impression.

Did you know that in a given month, the average person is assaulted with over 1700 marketing campaigns, yet only sees half of them? The vast majority of people—nearly 90%—do not click on web advertisements. 

Because of this, and because of the ordinary human’s short attention span, digital ads are insufficient to carry the entire weight of your media campaign. Advertisements in print media, such as a flier or brochure, can leave a far longer effect because they can sit on your desk and serve as a regular reminder.

It’s less crowded.

According to digital marketing experts, most Americans are exposed to 4,000 to 10,000 advertisements every day. This means that, because customers are inundated with identical items and services to yours, your digital adverts aren’t as effective as you might believe. 

You can either double your digital spending or, in some situations, use print media to reach your target audience to improve brand visibility. Because there are 0.6 ads per page on average in print, your ad doesn’t have to compete as hard for the reader’s attention.

Look, digital marketing is necessary and effective. However, we can’t overlook the importance of print media in maintaining a brand’s media strategy. If you’re looking for a media-agnostic advertising firm to help you progress your company’s marketing strategy, look no further.

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