Why Print Media Works In this Digital Age
While many businesses have migrated their advertising efforts to the web because of its exposure potential, and convenience, print still maintains its stance as a powerful and necessary component of an ad campaign especially local. Let’s take a closer look at print media and some advantages it has over its digital counterparts.
Tangibility – A print piece is a physical thing. Magazines and newspapers can stay in houses or offices for months or years, while Internet ads can disappear into cyberspace instantaneously. Creating a great coffee table piece ensures longevity.
Credibility – There is something about print that gives a sense of legitimacy. The saturation of popups and banner ads on the web can be overwhelming and the fear of spam and viruses is enough to make people wary of clicking. There is no imminent danger in a print ad.
Branding – Print ads are excellent for solidifying your brand identity. Your ads should have a consistent set of principles in terms of fonts, colors, and types of images to establish brand recognition.
Target Marketing – Placing ads in publications such as specialty magazines, women’s, healthy, cooking etc, can effectively reach niche audiences that may be more difficult to target online.
More Engaging – Consumers are more engaged when reading printed material, unlike websites, which are often skimmed in as little as a 15-second visit. A study shows that people read digital screen text 20% – 30% slower than printed paper. (Alshaali & Varshney, 2005)
Creates A Strong Relationship –It’s not a question of whether print or digital is better. Print and digital complement each other much like Facebook compliments Twitter, a website compliment a blog, a magazine often times compliments a newsletter. Not only does every piece of the publicity puzzle have a somewhat different fit, one piece can lead to another. Your print products lead to your digital products, and vice versa and each one makes the other stronger.
All your content should drive your readers to your website where you can deliver a strong call to action. This will enable you to employ more advertisers, and create more awareness around your vision for your community.
A Wider Reach – The Internet can be fast and fickle. The printed word, not so much. While your audience may see your blog or social media posts, a print magazine offers a less fleeting medium to engage them. A simple glance at your magazine on their coffee table or counter can easily prompt your readers to continue thinking about your vision for the community. Delivering your publication to offices such as Doctors, Attorneys, professional offices, and local businesses, causes others to pick it up expanding your reach to new audiences. By reaching out to those readers who are already interested in supporting their community, they are likely to consider your print publication as a means of support through advertising.
There’s Something About Print – Even for those of us who tote more than one mobile device at a time and are always connected, sometimes we really like to disconnect and read the printed page, whether it’s a book, magazine or newspaper. There’s something about seeing the whole design, the tactile sensation of the page as you turn it that relaxes you as you settle into reading it. Those aspects are lost online.
A quality print magazine shows that you are is serious about your community. The publication makes a statement, illustrates professionalism and shows a commitment to your community.
The Bottom Line – The best way to market your business is to utilize as many channels as possible to reach every corner of your target demographic; this should not exclude print. Although it is likely that most people use online, there are still those who revel in the glory of the printed page and when advertising locally, printed magazines can be a much better avenue and create a better reach than online. Finding the right balance between various media will ensure a steady revenue flow, an increase in sales and new customers.