Print Isn't Dead
Whether we like it or not, many of us are plugged-in to a seemingly infinite stream
of news, entertainment, and information. Televisions, computers, cell phones, iPads,
e-mail, Facebook, Twitter – with so much technology at our fingertips, it’s any
wonder that print media still exists. Why pick up a newspaper when you can read
everything online or watch it on T.V.? True, print advertising is not as vibrant
as it once was, and many newspapers and magazines have closed their doors forever.
But that’s not to say print advertising is completely dead, nor is it without its
own share of benefits. Below we lay out a few key factors for those of you deciding
to advertise to old fashioned way – with paper and ink.
Since magazines and newspapers often cater to specific demographics, businesses
can target a certain group of readers who might value their product or service.
Readers might come from a certain region of the world. They may have similar interests,
religions, political views, or professions. A company selling a new brand of dog
food might seek out a publication targeted at dog lovers. A business selling a line
of trendy cosmetics might choose to advertise in a magazine whose readership is
composed of teenage girls. Knowing the target audience, allows business owners to
carefully pick and choose where and how to best spend their advertising money.
Generally speaking, when a person is reading an article in a magazine or newspaper,
they tend to slow down, mull over content, and focus their attention on the subject
at hand. It’s important to remember that printed words and images are more easily
consumable than information online. Readers aren’t bothered with having to scroll
or click through page after page. All in all, people pay more attention to what
they read offline vs. what they read on a computer screen. What does this mean?
It means they retain the information and can remember it more easily, hours, days,
even weeks later..
A deep loyalty to a certain magazine or newspaper is not uncommon among readers.
Oftentimes, people subscribe to a magazine or newspaper, meaning that advertisements
within those publications have the chance of being seen over and over again. This,
combined with the retention-factor mentioned above, can become a powerful advertising
tool in establishing brand identity. Some subscribers keep back issues of their
favorite publications. Perhaps a reader might not need your company’s product or
service now, but a few months down the road they might change their mind or have
the opportunity to refer you to a friend or relative. With printed media, your products
or services maintain extended exposure.
Print ads are inherently visual and can naturally combine images and text. A logo,
for example, can link an image/illustration to a company’s products or services.
When done well, the brand’s aesthetic can trigger certain emotions or feelings within
the viewer. Think about logos you instantly associate with a company: Nike, McDonalds,
Coca Cola, Starbucks. All of these are prime examples of how images, text, or a
combination of the two, create powerful brand recognition. When television was introduced,
many believed that radio would be ruined. But instead, radio adapted. Such is the
challenge placed before print advertising. It must adapt to change. Many of the
most successful and well executed ad campaigns embrace both digital and print advertising.
Together they create a more powerful and effective whole.