Print Is NOT Dead! Part 2

Print advertising is Not Dead, it’s not even sick!

Everyday you see an article from self proclaimed marketing professionals who will tell you that print advertising is dead. The idea that online marketing killed traditional publishing runs rampant, and it’s easy to see why. Magazines and newspapers around the world are cutting their staffs, moving online, or closing their doors entirely. However, despite the supposed bleak outlook for print, the medium is alive, well, and evolving daily.

It has not been that many years ago in media history that you could find media experts who believed

television would kill radio. However, radio is still a widely consumed medium that has found new ways to reach audiences. Similarly, many people believed that the Internet would kill television. Yet, we are now in the middle of somewhat of a golden age of television. This goes to show that there will always be gloom-and-doom naysayers, and they won’t always be right. Here are a few reasons this will hold true for our print publications:

When we as Publishers look to reach and keep loyal readers who are truly invested in the media they are consuming, look no further than print publications. While many casual print publication readers have transitioned to online sources, only the most engaged customers have stuck with traditional media outlets like printed publications, and especially niche magazine. It’s the classic case of quality versus quantity. If quality readers that are active consumers is what advertisers are after, then they best not leave the printed publications out of their future media consumption.

Studies done just last year have shown that print advertising has a higher return on investment than radio, television, and online advertising. Did you get that? Print advertising still has a higher ROI than any other media for advertisers to reach their target audience. This shows us what? It clearly shows us that print advertising is not dead; it’s not even sick!

In the 2015-2016 media world, advertisers can have their cake and eat it too. More and more, print advertisements are using QR codes to tie in with online marketing campaigns. This allows advertisers to have a more comprehensive ad campaign while reaching a wider audience. Just another tool for advertisers to use with printed ads.

Why has the growth of E-readers/users not killed the printed publications like ours? Because there is something fundamentally satisfying about holding a piece of printed material in your hand. The same goes for printed advertisements. It was 100 years ago, is today, and will be tomorrow.

Print ads stick around longer, too. Think about how many magazines are lying around your doctor’s office, break room, and other waiting areas. I’d venture to guess they aren’t all this month’s issue. Where an online ad disappears as soon as the reader clicks away, the printed ad can stick around for days, weeks, even months.

 

Featured Image Source: http://duncanday.com/wp-content/uploads/2015/04/ThinkstockPhotos-176995122.jpg

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Mike Story

Publisher's Consultant at TravelHost
I have over 40 years experience as a publication owner and publisher of magazine and newsprint publications in the United States. I have been fortunate enough to have been a Owner of a nationally known multi-magazine company as well as a Group Publisher advising several national titles. I am married, have three daughters and son-in-laws, and eight grand children. So, between my family and advising publishers, my personal time is taken up with a occasional tennis game or a fishing trip.