We often hear the statement that print advertising is no longer effective - is that right? The circulation of the daily press has declined since the year 2000. almost halved. Many print media, including well-known newspapers such as the New York Times, are complaining about a decline in sales and have to think about new distribution channels and concepts. But contrary to many predictions, magazines and newspapers are still an important part of the media landscape. As the saying goes: the dead live longer. Seven reasons why print is not dead.
Print media means prestige
Even today, many readers still intuitively regard print media as more prestigious. Although it makes no difference in terms of content whether the New York Times is read online or in print, the prestige simply resonates with printed products. Anyone can create a website or a blog, but not publish a newspaper or magazine. This is precisely why the quality of print media is considered to be higher. This is particularly evident in niche areas of the newspaper market, such as special interest magazines. Whether mountain biking, kitesurfing or surfing: Sports enthusiasts still like to buy print magazines about their favourite hobby, which often enjoy a better reputation than online blogs. Many even collect the magazines or pass them on to friends who share the same hobby. The prestigious print magazines are therefore a good advertising medium with a long lifespan and a good reputation. This is one reason why not only print, but also print advertising is still worthwhile today.
Printed media offer a different reading experience
Who remembers the days when you used to turn the page of the newspaper every day to read the next article? There is no substitute for the feeling of paper between your fingers and printed letters in front of your nose. Analogue media is the perfect way to relax. Or why else do people still buy paper books in the age of Kindle and the like? The answer is obvious: the reading experience of a print medium is completely different to online or on a tablet. The haptic impressions are part of the reading experience. That's why you take more time with a book, magazine or newspaper. In short, people automatically pay more attention to a print medium than to an article or story they read online. This also has a positive effect on adverts. While users experience a sensory overload online due to all the flashing banners, adverts in print media attract more attention.
Print advertising reaches other target groups
Thanks to market surveys and analyses, large companies certainly have a precise idea of who their target group is. However, many small companies are not exactly clear about this. The good thing about a regional daily newspaper or magazine is that a large number of people can be reached with a print advert. Perhaps even some potential customers that you would not have counted among your own target group. What's more, print advertising may also reach precisely those who would never have searched for this topic or product online, but are now becoming aware of it for the first time. Because you can't search for what you don't know.
A large mouthpiece at a low price
Anyone who now thinks that printed advertising material is very expensive: The opposite is often the case. In most cases, the price-performance ratio is better with print advertising and more users can be reached with the same amount of money than would be possible online. Social networks are certainly an exception here, where you can place adverts for very small amounts of money. However, you should ask yourself how much attention users really pay to such adverts due to the sensory overload. In special interest magazines in particular, adverts are seen by readers as information about new products and changes on the market and not as "annoying advertising".
Print readers see the context
For example, if a company offers products such as wetsuits or surf accessories, an advert in a special surf magazine can be doubly worthwhile. This is because readers not only become aware of the product and the brand. Rather, they perceive the product in context. These types of magazines usually contain interviews with surf stars, tips on improving surfing technique or travel reports from the world's most beautiful beaches. Your own brand and the advertised product are therefore perceived in this context and automatically enhanced. This is precisely why investing in advertising in a magazine is doubly worthwhile - in many other sectors too, of course.
Newspapers have deadlines
Online blogs do not have a print deadline. With magazines or newspapers, on the other hand, slots have to be booked at the print shop and the number of pages is determined in advance. The printed product then has to be delivered to the wholesaler - the press wholesaler - at comparatively great expense. The editors are under pressure to complete their articles on time and the ad sellers have to sell their advertising space. If an advertising space remains free, revenues fall. For this very reason, advertisers have a good chance of being included in the magazine with their advert just before the deadline. Another trick can also be tried: If you prepare an interesting topic professionally in an article and send it to the publisher together with print-ready images, you may even be able to get it published without any advertising costs.
Printed advertising materials offer many functions
Incidentally, print advertising does not necessarily have to take place in traditional print media. There are many creative ways to make good use of print. How about a tastefully designed calendar, for example, as a valuable promotional gift that customers can really benefit from? Or postcards with a witty slogan that you can send to customers? Emails usually end up straight in the spam folder, but a high-quality and funny message by post can be a real eye-catcher in our everyday digital lives.
Conclusion: An ideal addition
Printed advertising and online adverts are not mutually exclusive, but can complement each other well. Combining print and online advertising can result in a perfect advertising campaign that fully engages the target group.
If you have completely ignored printed advertising media up to now, you should consider this option in the future. Because it is clear that print media will not disappear from the market for a long time yet. Or, in the words of Jonathan Landman, deputy editor-in-chief of the New York Times: "When radio started, people thought it was the end of newspapers and magazines - but it wasn't". Nor will the Internet completely replace newspapers and magazines.