Despite the dominance of digital media in today’s advertising world, there’s still something to be said about the value of print advertising. Yes, you heard us. Print. Advertising. Believe it or not and contrary to popular belief, print advertising still holds several benefits that make it not just a viable marketing tool, but a valuable one as well. Let’s take a look at some key benefits that print offers.
People love to hold things. And believe it or not, people still reach for something other than a device for news and content. Print ads offer a physical presence that digital ads cannot replicate. The tactile experience of holding a magazine, newspaper or flyer can create a stronger emotional connection with the audience, especially an audience that has been trained to completely ignore or tune out most digital ads. The physical nature of print can also make it more memorable and engaging, as readers can flip through pages, bookmark or tear out sections, and display them for later reference. Don’t discount tangibility.
2. Credibility and Trust
There’s just something about a piece of paper that seems more official, isn’t there? Print media, such as newspapers or magazines, often have a longstanding reputation and a loyal readership. Advertising in reputable print publications can help enhance your brand's credibility and build trust with consumers. Readers tend to perceive print ads as more trustworthy and reliable compared to online ads, which can be affected by ad blockers, spam or concerns about fake news.
3. Targeted Audience
Wait, that’s a benefit of print? You bet. Especially when ad targeting on digital is becoming murkier due to restrictions to privacy and regulations like GDPR and CCPA. Contextual targeting is on the rise in digital, but print is the OG contextual targeting medium. There are publications that cater to just about every topic under the sun. By selecting publications that cater to your desired audience, you can ensure your message reaches the right people in an environment that aligns with your product and brand.
4. Less Competition
As a result of the sometimes over extreme shift to digital in recent years, more opportunities have opened up to stand out in a less crowded print environment. Whereas most people see upwards of 10,000 digital ads per day, the average person consumes far less print material and therefore will be more likely to remember it. Less competition also generally means lower costs, which is an added benefit for the budget.
5. Longer Shelf Life
This benefit goes back to tangibility. While some digital ads rotate or refresh after just a few seconds, a print ad is there to stay with a much longer lifespan. Newspapers and magazines are often kept around for days, weeks, or even months, providing repeated exposure to your message. Additionally, print ads can be displayed in waiting rooms, coffee shops, or other public places, extending their reach beyond the initial recipient.
6. Digital Add-Ons
Now, we certainly don’t want to seem too negative on the world of digital. It’s a vital channel for most campaigns. But many print purchases include additional ad placements on the online version of the publication or even on social media. Hence, opting for print still offers digital coverage alongside your print buy.
7. Focused Audience
Users who engage with print material tend to be more attentive and focused on the content they're reading compared to the almost zombie-like trance in which users consume digital content. Capturing user attention is crucial and can make or break the effectiveness of your ad campaign. After all, what good is a media buy if the audience ignores it?
8. Local Reach
Print advertising can be highly effective for businesses needing to target a specific local market. Local newspapers, community magazines and direct mail campaigns can help you reach residents in your immediate area who may not be as active online. Print ads in local publications can strengthen your presence within the community and generate foot traffic to your physical store.
Don't Forget Print
Look, we understand that we live in a digital world, and print has its downsides, such as lowered circulation, higher barriers to entry, elevated CPMs and creative limitations. However, print is not the obsolete medium some portray it to be. It can still find a place in the right media mix. All we are saying is give print a chance.